UNBOUND is not a destination.
Hey! Hola. As they say in Ireland. I've been going to UNBOUND for the last eight years. Surprise! We've never attended UNBOUND before. We have no idea what to expect, but we are so excited.
UNBOUND means seeing beyond limits. UNBOUND is unlearning. Letting go of ideas that I had picked up early. Unqualified. I want to find out that I'm wrong about a lot of stuff. The one idea I learned changed the business, and we ended up building a $10 million plus business. UNBOUND means believing that we are unbreakable. Let's have the real conversations. How do we adopt AI? What's actually working? In an AI world, it is time for us all to get a lot more UNBOUND.
It is unexpected connections, unleashed potential, and unmatched opportunity. UNBOUND is moving beyond old playbooks. UNBOUND means unleashing your imagination. UNBOUND might even get a little unhinged. We're definitely unhinged over here. What does UNBOUND mean to you? UNBOUND means uncovered. Don't use that! UNBOUND means predicting what's next. I love the 'un'. It gets me going. Unlimited. Unmatched. Unafraid. Unstoppable. UNBOUND means unlocking our full potential.
Welcome! Welcome to the very first UNBOUND! I am Yamini and I work at HubSpot. And I've been waiting to say this: UNBOUND! 15 years of brand equity, one letter. I assure you, it was a very strategic decision. At least that's what I choose to believe.
Now, in all seriousness, the way we grow has just fundamentally changed. New channels, new playbooks, new technology, and we needed a name that matches how we all want to feel right now: unconstrained, unafraid, unstoppable. UNBOUND felt right. It is a big change. But what has not changed is this community. The people here in this room! How are you?
The people joining us online, thank you! The high-fives that we see each other give in the hallways. And you know the moments when we connect and we say, 'You are dealing with that, too?' You know, those moments of connection. That is what we love. That is what we build on every single year.
Now, speaking of great connections, a few weeks back, I hopped on a call with one of the marketing leaders that I absolutely love. I've known her for many years, and I just enjoy talking to her. Now, she's sharp, she's curious, she always has a point of view. So I show up with a long list of my questions. But this time, when she joined the call, I knew something felt off. You know, her shoulders were slumped. Her eyes were tired. And I said, 'How are you?' And she just sighed. One of those long sighs that says, 'Put away your questions, Yamini. We're not going to be doing that today.' So I put away the questions, and I just waited.
And then it all came out. And she said, 'You know, I thought my job was going to get easier. But my work has actually tripled with AI. You know, I spend hours writing out my thinking, creating the prompts, validating the results, refining and iterating. And then when my day is finally done, it feels like I have a second full-time job: hurry up and learn more AI. And no matter how hard I try, I feel behind.'
Now, as I sat there listening to her, it just really hit me that she's not the only one. Right? Many of us feel this way. I wake up early every day, and I catch up on all my e-mails, and I have a bunch of AI newsletters that I catch up on, and then I check social media, and the floodgates just open up. A dozen new posts about four new models, many of them from Dharmesh. Thank you, Dharmesh. And a podcast that I have to listen to at 2x speed because apparently four more agents are just changing the world! And a long thread from a self-proclaimed AI guru who's got it all figured out! 'Stop doing this. Do that. If you don't do it my way, you are toast!' You know, so much AI theater, all before breakfast.
I think you know what I'm talking about, right? Because many of us in this room have asked ourselves this question in the last year: Am I behind? And we're trying to fight it by doing the exact same thing: doing more. More tools, more agents, more use cases, more tokens, more. And no one wants to admit it, but I'm just going to say it: working more is not working. And this moment actually has a name: the maxing phase.
Now, if you are Gen Z — any Gen Zs out here in the room? Yeah! If you are Gen Z or if you have teenage kids like I do, you know there's protein maxing and looks maxing, right? Now, my 17-year-old son, he is trying to jaw max. You know, he's got these strange facial exercises he calls mewing. I'm like, no! Why can't you just play video games like a typical teen, son? Anyway, long before these silly fads of maxing, there was tech maxing. Every transformative technology just goes through this phase. It's the moment after the discovery, after the wonder, when everybody rushes to do more before anybody figures out what it is for.
Let me give you an example. Has anyone seen one of these things before? Anybody? It is an X-ray fitting fluoroscope, an X-ray for your feet. Back in the 1950s, thousands of shoe stores had them. You would step in, you would see the bones in your feet, and you would get a great fit for your shoes. But less great? A side dose of radiation. Not so good. Back then, X-rays were the cutting-edge new tech, so we applied it to every problem, even when it caused more harm than good.
The same thing happened with mobile apps. Do you remember the time when every household item had an app of its own? There's a $70 smart scale with an app to tell you how many eggs you had left. And because apparently opening the fridge was just too much to ask. You know, everybody used to say, 'We have an app for that!' Few had the courage to ask why. And now, we're maxing on AI. Agent maxing. Pilot maxing. Token maxing. Well, how's it working out for us? We're all spending money on tokens, but the real question we have to ask is: Are we achieving something truly great?
Here's the thing. Most of the companies are not, but a handful of companies are achieving something great. So we got curious and we wanted to find out, and we surveyed 6,000 customers and prospects across multiple industries, and we looked at the data. Here's what we found. We found that AI is ubiquitous. Of course! 90% of the companies that we surveyed are using AI. But look at this: only 6% are seeing transformational results. Isn't that surprising? That's such a huge gap! 6%! And those 6% of companies, they are four times more likely to hit their revenue targets. Three times more likely to hit their efficiency targets.
Well, I want that result. You want that result. All of us want that result, right? What are they doing? Are they just maxing to the max? Or are they doing something completely different? Well, after nearly three years of watching AI play out, after talking to hundreds of customers, looking at thousands of lines of survey results, here's what I believe. I believe transformation will not happen in the maxing phase. It never has! Not with X-rays, not with egg trays. Transformation will happen when we stop asking what technology can do and start asking what it should do.
So how does that work in practice? Well, it starts with all of us taking a deep breath and focusing and making some choices with purpose. That's what transformational companies are doing. And they're actually doing three things differently. Just three things. First, transformational companies are solving for outcomes, not optics. And in the case of go-to-market, the outcomes that we want have been exactly the same: build demand, win deals, and delight customers. That's it.
In marketing, you fill the top of the funnel and you drive awareness to your products and your solutions, and you build demand. In sales, you take the demand, you qualify that into a pipeline, you make your sales reps really productive, and you win deals. And after the sale is done, you add value with your product and your company. You delight your customers and you retain them. These outcomes have not changed for the last decade, and they're actually not going to change for the next decade. And transformational companies, they get this, and they start with exactly these outcomes in mind, and that changes everything about how they use AI.
Now, here's the thing that really surprised us. Transformational companies are doing fewer use cases, not more. We actually tracked 50 AI use cases across the entire customer journey, and these best-performing companies are, on average, doing four or five use cases. That's it! But really well. On average, they're doing four out of 17 use cases to build demand. Five out of 18 to win deals. And four out of 15 to delight customers. Just less, not more.
So then we got really curious about which one of these use cases is driving the highest impact for them. Right? Very few of us are asking about AI's impact, and all of us should. So this is what we did. We actually plotted these 50-something use cases into a scatter plot. I love scatter plots! Fun. Now, on the X axis is how popular these use cases are, and on the Y axis is how much impact they're driving. Okay? Everybody with me so far?
So then we wanted to find out that the most popular use cases should be driving high impact, right? Let's actually look at some of the popular use cases here. Producing content. While many of us do it, it's popular, but it's kind of low on impact. Let's look at another one here. Sending e-mails with AI. How many of us do that? I think all of us do that. That's why it's popular. But it is also low in impact. Okay. One more here. Preparing for meetings with AI. Many of us do it, but it is low in impact.
In fact, if you actually draw a trend line from the least popular use cases to the most popular use cases, what do we get? We get this beautiful slope moving in the exact wrong direction, away from impact. Wow! This actually blew our minds. What does this actually mean? It means that many of the popular use cases, without the right context, are actually driving low value. Let's look at the full list of all the low-value use cases. Creating content, sending e-mails. Well, these are generative tasks, right? You type a few prompts in, and you get a piece of content. Or you get an e-mail.
Now, they're easy. They're super fast. But without context, they're just no different. There's actually nothing here that your competitor, without a few prompts of their own, can't generate. And that is precisely why many of these use cases are not driving value, even though they're popular. So then the question becomes: what are the high-impact use cases? Right? Do you all want to find out what the high-impact use cases are? We wanted to. We absolutely wanted to.
So let's go back to this scatter plot and let's actually look at some of the top use cases that we found. Analyze campaigns with AI. Not many of us are doing it, but it is driving high impact. How about another one here, which is prioritize pipeline with AI. Again, super high-impact. And there's one more use case that we found, which is analyze customer feedback with AI. One of the highest, most impactful use cases if you do it and you take action based on it.
Now, what do you think that these use cases have in common? Okay. They all require information about your business. That's it. Turns out high-value use cases are actually rich in context and data. If you look at the full list of the high-value use cases that we found across marketing, sales, and service: analyze campaigns — you cannot analyze campaigns without your campaign data. You cannot analyze your sales pipeline without your sales and deal data. And you cannot analyze your customer feedback without, yeah, your customer data.
These don't work without knowledge about your business, which means your competitors cannot copy them. It is your data. It is your context. And, therefore, it is your advantage. Now, that brings us to the second thing that these transformational companies are doing. They are building foundation first. And that foundation starts with context.
Now, context is one of those overused terms in AI, right? Right up there with tokens and harness. What is it? It is the dynamic knowledge about your business, your customers, and your team. That's it! It's pretty simple. And we all know this intuitively because this is the information that we need in order to do our jobs really well.
Now, imagine that this is your first week as a sales rep. What you don't need is a database or spreadsheet with all of your customer data. What are you going to do with that? What you need is your manager to sit down with you, talk to you about the business, talk to you about the customers, talk to you about your team, who buys what and why do they buy it? And how your team works, what you can do, what you need approvals for, and what the best salespeople do. And then you have all of this rich information. You are set up to be the best sales rep. That is context.
And AI is no different. You just cannot dump raw data at AI and say, 'Go find me some great new leads!' What you'll get is slop. Instead, what you need is good context that is deep, specific, up-to-date. And you need it in every layer of your business. Now, it starts with business context, of course. Right? What you do. Everything that makes your company just uniquely yours. Your brand, your voice, your product, your positioning.
And then you need customer context. All of the conversations that you have with your customers across multiple channels. The ideal customer profile. Intent and buying signals. And then lastly, you need the team context. And team context is just who you are. Your team's roles and goals, process, approvals, methodologies. And when AI has all of this rich context, it stops acting like a generic assistant and starts acting like a genius expert of your business. And transformational companies, they get this. They start with exactly this foundation of context.
So then the question becomes, if they are building this context, is it actually driving impact? Is it actually driving measurable results? Absolutely. And measurably. This is what we found. Okay? We found that good context actually drives great outcomes. When AI understands the customer, the company, and the history, you can see that it is impacting every one of the key metrics in marketing, sales, and service. MQLs generated, up over 200%. Deals closed won, up. Number of customer meetings booked, up. When was the last time you saw these metrics go up this significantly? Well, the pattern is just incredibly consistent. The magic is not within the models. It is actually with the context of your business.
But here's the part that completely blew our minds. Okay? What blew our minds is that AI, with bad context, is worse than no AI. Let me say that one more time. Bad context is actually worse than having no AI at all. And you can see this in every one of these metrics, getting worse with bad context. Now, again, intuitively, this actually makes sense, because as humans, we control for this bad context. We know how to do that. But AI does not.
It might recommend a product that is not in your product catalog anymore. It might actually do a pipeline analysis with the wrong definition of ARR. I've gotten that before. And it might route an approval to a manager we just changed roles with last week. Now, that is just sloppier than slop. And that is why transformational companies are really focused on methodically building this foundation of accurate data and rich context that can drive all of the outcomes.
And that brings us to the final thing that these companies are doing. These companies are purposeful about their people. Now, they are creating new roles. Of course. AI specialists, go-to-market engineers, governance experts. In fact, the AI-generated roles, or the AI roles, are growing at 3x to 5x every single year. But let's just be honest. Every major tech cycle creates new roles, right? The internet gave us web developers and SEO specialists, and mobile gave us app developers. Cloud gave you DevOps, SREs. New technology, new roles, old pattern.
But this time, something feels different. Just as the internet democratized access to information, and anybody who had access to a browser was able to research, publish, and reach the world, AI is democratizing access to building. That is what feels fundamentally different this time. The distance between idea and prototype has just collapsed. That means if it used to take your teams, like, weeks to build something, they can do it now in a week, or maybe even a weekend, and that changes who gets to build.
The marketers in this room, you are all builders now. Salespeople in this room, you're builders, too! And service leaders here, you are builders, too. You just don't need to wait in line for the next engineering sprint. You can ship an artifact, automate a workflow, create an agent all by yourself. But listen to this: just because anybody can build anything does not mean everybody should be building everything. Because we know that more is not more. Building whatever, shipping anything, mistaking activity for progress — we know that that does not work.
But here's the thing: the floor on building has come down, but the ceiling on thinking has actually gone up. The hard part is not building anymore. It is actually deciding what to build, it's knowing whether it's any good, and asking if that confident response that you get back from the model is actually the right thing for your business. And that takes judgment. It takes creativity. And it takes critical thinking. Here's the biggest irony. In the age of artificial intelligence, human intelligence has never mattered more.
And transformational companies, they get this. They're not picking sides between AI and people. They're actually combining the strengths of both and creating leverage that neither could create by themselves. More of us get to build, and all of us get to think harder. And that is the biggest exciting part of the AI journey.
Okay. To bring this all together, when we look at the companies that are driving the most impact, they are completely out of the maxing phase, and they are in the outcomes era. They're not chasing. They're choosing. And they're choosing to focus on outcomes, not tokens, not tools, not the number of trials that they're doing. They are choosing to build the right foundation with context, data, and a platform that can drive impact with AI, and they're choosing to invest in AI and people. Not one instead of the other, but both together. And every one of us in this room, we can do the same thing, too.
So when you go back to work on Monday after giving yourselves the weekend to recover from this magical UNBOUND, and you get hit with a full inbox and a flood of social posts telling you that you are behind, take a deep breath. In fact, take one now. Remember that the answer is not doing more of everything. And instead, ask yourself three simple questions: Do I know what outcomes I want to drive? Do I have the right foundation of context and data to build it? And do I have the right people who can think and build with AI?
And if you can just stay focused on those three questions, you're not going to catch up from behind. You are going to lead in the AI and outcomes era that lies ahead. Thank you, everybody! And enjoy UNBOUND!
Please welcome Chief Customer Officer of HubSpot, Jon Dick, and Chief Marketing Officer of HubSpot, Kip Bodnar.
Hey, UNBOUND! How we doing?
Hello, UNBOUND! Thank you, Yamini! That is a great way to kick off UNBOUND, Jon.
And we are just getting going. We are about to get a bunch of insight into the new products and features available to all of us. I know that's why a lot of you are here.
We've got some really great technology coming, and you know what? I think it's even going to be able to read our minds.
And we mean that. We mean that literally. Like, we have some technology that can actually read your minds. Sounds unbelievable, right?
Well, we're going to prove it to you right now. Who wants to see it in action?
Okay. Let's give it a try. Let's give it a try here.
All right. I gotta find somebody who looks like an open book. All right. Over there in the San Francisco Giants hat. Wait! I thought we were in San Francisco. Maybe I shouldn't have worn this hat. Oh!
No, no, no! This is Red Sox territory! We're back in Boston! Pahk the cah in Harvard Yahd! How about them Yankees!
Hey, calm down. All right. You get the point.
We gotta keep testing this out, Kip.
Okay. Let's see if we can find somebody else in the audience. Over there. Oh!
Yikes! I think they took a wrong turn. Not the Odyssey.
No. No. This is definitely the wrong place. This is not the Odyssey.
No. I know the keynote is long, Jon. It's not that long.
It's definitely not 20 years long. In fact, you do not want to see the two of us in 70 millimeter.
No. No way. So Kip, yeah, maybe the tech isn't quite working right.
Maybe not quite arrested yet.
I don't know if it's quite reading people's minds. Maybe we should give it one more shot.
Okay. We'll give it one more shot. Let's see.
All right. It's a spotlight viewing party and they look pretty pumped. What are they thinking?
Oh, I hope Dharmesh Shah is about to walk on the stage and say, 'I hope Breeze Assistant will do that for me.'
Maybe the technology really does work. All right. Should we give them what they want?
We absolutely should do that.
Okay. He's the Chief Product and Technology Officer at HubSpot, and he's here to give us some absolutely incredible insight into the latest and greatest.
Everyone at UNBOUND, please welcome Duncan Lennox!
Hello, UNBOUND! I'm Duncan and I work on the Product Team at HubSpot, and this is my first UNBOUND. Although, actually, come to think of it, it's everybody's first UNBOUND, so I guess I'm in good company. And I have to be honest with you. I have been waiting for this moment, like an embarrassing amount, but it's for good reason. What we're going to show you today will change the way you work. It's one of those moments where, years from now, there will be a before UNBOUND 2026 and an after UNBOUND 2026. And you'll be saying, 'Can you believe we used to work like that?'
But before we get into it, let me tell you why I'm here. This is me. The proud son of a small business owner. Growing up in Ireland, my dad had a gas station, or a filling station, as we call it. My first job was cleaning gas station bathrooms, pumping gas, and working the register. And that's where I learned the importance of obsessing about customers. I got a front-row seat to it all watching my dad. His days were long. He was always tinkering, trying new things to figure out what worked and what didn't. Neither of us knew it at the time, but he was a one-person go-to-market team. This is why I'm here.
Marketing, sales, customer service. It's the lifeblood of every business, and I have a real appreciation for the roles you all play. And I know these jobs are harder than they've ever been. You can feel that, right? More pressure, more noise, more demand to show ROI on everything. I get it. But there's something I need you all to know. You are the connection point between a business and its customers. In a world drowning in automation and noise, you are what makes it human, and that's not a small thing. It's everything. And we want to make sure you have what you need to do your jobs well.
Which brings me to trust. Another important lesson I learned watching my dad. Every single thing we build at HubSpot comes down to one question: Will our customers trust it? Trust that it works, trust that your data is safe, trust that you are in control. It's a responsibility that we take seriously. Really seriously. Now, trust me when I tell you we have been hard at work making your lives easier. For the past year, the team has been heads down building things I can't wait to show you. Yamini talked about the outcomes era. Now, I want to show you how to win in that era. Are you ready?
Come on! I know you want to win more than that! I said, are you ready! Okay. Winning in the outcomes era comes down to three things. That's it. But when you put them together, that's when the magic happens.
The first is the foundation. The CRM and your context, the engine behind everything. The second is knowing where to focus. Because HubSpot knows your business, it can tell you the use cases to focus on, the ones that matter for outcomes. And the third, and this is my favorite part, a new way to work. One tool that connects your foundation to those use cases just makes it go. Now, I'm biased, I'll say that right up front, but I really think this is going to make it easier and faster to get outcomes. All right. Let's see these three pieces in action. Shall we? We'll start with the foundation, your CRM and context engine.
A dozen years ago, HubSpot changed what a CRM could be. You've built remarkable businesses on it, and it's been absolutely incredible to watch. But here's the truth: something has always been stopping you. A CRM only knows what someone remembers to tell it. This is a huge issue with every CRM on the market. Yes, every CRM, even the vibe-coded ones. Notes live in someone's head. Deal updates are all wrong. Activity never makes it in at all. But we're at UNBOUND, and we want you to be unstoppable. The CRM is the foundation of your go-to-market. There should be a better way. So we thought deeply about this, and what would get you value faster. The outcomes that Yamini described, and for us, it all came down to one question.
Instead of you updating the CRM, what if the CRM updated you? Meet your new self-updating CRM. Every call, every e-mail, every meeting captured automatically. No one had to remember. No one had to be asked. It just happened. Your data is current and clean, and you barely had to lift a finger. Incredible, right? You can just trust that everything works. Contacts added. Deal stages updated. Next steps laid out.
But that's not all. We're in the outcomes era. So your CRM has to do more. And to do more, it has to know more. It needs to know your business, your teams, and your customers. And we call that combination growth context. It's a core component of making the self-updating CRM work. We brought your customer records together with everything that makes your business unique. This is the foundation that will help you in the outcomes era.
But remember what I told you. We obsess over earning your trust. And one of the most important elements of that is control. So we built one central place that puts you in the driver's seat to see and manage it all. This is your new Context Home. Think of it as your bird's-eye view on your customer data plus everything else that makes you you. Context Home scores how complete your growth context is, finds gaps you need to fill, because the quality of your context determines the quality of your outcomes.
You can dive into each layer. Business holds your positioning, company profile, and product list. Customer holds your personas, your ICP, insights that make every interaction relevant. And even your team's way of working. But what I really love are the recommendations. As work happens across your business, meeting notes get added. New transcripts come in. HubSpot looks at it all and surfaces insights on what to update. But you stay in control. You decide what's in your context, what gets updated.
That context drives insights across the platform, helping you decide what's most important. And finally, you get transparency on how the context is used. We only act on what you give us permission to use. So this means when a rep opens a deal, they're not starting from scratch, or when you draft an e-mail, it's tailored and personal. Let me show you what I mean. This is Sara. She's a sales rep trying to keep a warm lead moving.
Here's a generic e-mail from a generic tool that doesn't know anything about her business. I'll save you the trouble. It's not worth reading. You can tell from the jump, blah, blah, blah. If Sara sent this, I doubt she'd ever hear from this lead again. And I would also bet you that she would lose trust in the system. Now, here's what happens when she uses her rich growth context in HubSpot. It's a completely different e-mail, more relevant, more personal, more authentic.
It knows Sara's business, like the product that was trialed, how it's positioned against the competitor, and the Gartner rating to show that comparison. It knows how Sara and her team work, how she typically follows up after a trial, her own tone of voice, even that UNBOUND was the right moment to meet. And it knows the customer, their particular usability and price concerns, that Deanna is the right person to loop in for next steps, that Percy pricing is relevant to their company size. Every sentence in that e-mail earned its place.
This is the foundation at work, a CRM that keeps itself up to date, growth context that understands her business, and Context Home to manage it all. Now, as someone who grew up around cars, I can tell you one thing. This engine is powerful. But we can't just strap a jet engine to an old jalopy. We wanted to build you a jet. We promised you a completely new way to work, and while building it, we asked ourselves a simple question. Instead of needing a million tools to do one thing, what if you had one tool to do a million things? And I think you'll love the answer.
This is the all-new Breeze Assistant. And when I say all-new, I mean all-new. If you've used Breeze before, what you're seeing is not an upgrade. It's a rebuild. It's not just going to help you summarize a deal or prep for a meeting. That's all useful, of course, but we had bigger plans. My daughters who are here are going to kill me for saying this, but we gave Breeze Assistant a glow-up. The new Breeze takes action. All you have to do is tell Breeze Assistant what you're trying to get done. It understands, pulls in the right tools to get to work. The possibilities are endless.
It builds custom tools, creates beautiful reports and rich artifacts. It takes the things that used to take days and helps you do it in minutes. Seriously. And you can type or talk to Breeze, just like you would your best team member. It can do this because it's built on the foundation of growth context. This is the new way to work in HubSpot. One tool to manage them all. I told you, this is a turning point, and I've been chomping at the bit to show it to you.
But rather than walk through it feature by feature, let's go on a journey together. By the time we're done, you will see how to use Breeze Assistant to achieve outcomes I know everyone in this room cares about: building demand and winning deals. And along the way, I'll show you some other things we've purpose-built for marketing and sales teams. Marketers, this first part is for you. Where are my marketers at? All right. Let's talk about using Breeze Assistant to build demand.
And I know what you might be thinking. 'Duncan, do you know how hard it's been to build demand?' Well, I might not live in it every day like you, but I talk to marketers almost every day, and I know the questions I hear are things like, how do I actually drive more leads? How do I fill the pipeline? And how do I know if any of this is actually working? I also know these aren't new questions. They've just gotten way harder.
That's exactly where we find Jane. She's a marketer who just walked out of a tough sales meeting. Organic traffic is way down. The pipeline is thin. And she needs an easy and fast way to turn it around. So we looked at Jane's problem and asked, instead of running around between tools, what if we were running campaigns from one place? And now she can. This is the all-new Marketing Studio. Think of Marketing Studio as Jane's home for building demand. It's where she works with Breeze Assistant to build a full campaign in minutes.
Let's take a look. Jane opens Marketing Studio right from the meeting. She pulls up the insights panel and spots the problem immediately. Her visibility in LLMs is way down. Marketing Studio surfaces a recommendation, and she wants to act on it fast. Jane tells Breeze Assistant to reference the transcript from the sales meeting she just came from so it knows the latest context from the field. Great! Breeze has the whole picture and a strategy ready to go. She feels confident and says yes, and just like that, it's time for the campaign.
Okay. Pause for a second here. I can't go further without calling out how incredible this is. I want you all to put yourself in Jane's shoes for a second. If you left a meeting under stress to fix a pipeline problem, just think about all the things you would need to do just to figure it out. Now think about what Jane did. One thing! Chat with Breeze Assistant right in Marketing Studio. The insight, recommendation, and action plan were all there. Are you kidding me! She saved many anxious days and some sleepless nights. That was the first step in Jane's journey. Spot the opportunity. Now let's help her take advantage of it.
In Marketing Studio, Breeze takes the inputs it already knows, like her company's brand, segments, and campaign history, and builds a full strategy. It includes a narrative, KPIs, and a complete asset plan across channels. Breeze even suggested three automations to route leads to the right people. Everything looks right to her. Jane approves the plan, and the assets get added to the studio canvas, where her whole team can collaborate on them in real time.
Breaking the fourth wall again here for a minute. Think about what just happened. Jane got her insight, chatted with Breeze again, and now she has a plan. That's the new way of working I talked about. Instead of spending hours researching, building a channel plan, and switching between different tools, Jane just chatted with Breeze and her strategy was complete. That was step two. Now let's create the content.
For Jane's team, asset production is usually the bottleneck, especially for a campaign this extensive. But Breeze just asks, do you want to build all the assets at once? With her team in the loop to...
Review and edit, she says, go for it. A few moments later, everything is ready and on brand. Jane can edit directly or ask Breeze to do it for her. She makes a few tweaks for the landing page, assigns the social, and adds to her team, and they're notified automatically. She's just completed another step on her journey: creating the assets. Now she's ready to launch the campaign across every channel, like TikTok and ChatGPT, a new landing page, and email.
For marketing leaders in the room, I want to call out two things. First, the hidden coordination costs that eat into your team's productivity. Breeze helped Jane build the assets. She reviewed them, and it automatically routed them to the right teams, all without leaving the studio. Second, most tools weren't built with collaboration in mind. Marketing Studio was built for multiplayer mode. It gives teams one space to collaborate live on the entire campaign.
Okay, back to Jane. We know building demand isn't just about launching a campaign, of course. As leads come in, Jane can also build nurture sequences that help move them through the funnel, and as the campaign progresses, she can check how it's performing, all from Marketing Studio. And yes, you guessed it, just by asking Breeze.
But we're not done yet. Every business runs differently, and we build for the majority of use cases on HubSpot. But we know that sometimes you might need something very specific. This is where Jane finds herself now. From talking to sales, she notices another opportunity to build pipeline. She wants to tap into the learnings that come from lost deals. Jane just needs a way to surface those insights and use them to make her campaigns better. So we gave her a way to build exactly what she needs. This is Agent Builder.
In Breeze Assistant, Jane just describes the agent she wants to build. It summarizes the plan, makes a few suggestions for Jane to review. She approves, and that's it. The agent is ready. Now, of course, to use it, all she has to do is ask Breeze to call the closed-lost deal agent, and that's it. She just tags it in like a teammate. The custom tool gets to work, analyzes the deals, flags the patterns, and then all Jane has to do is tell Breeze to build a campaign based on the brief, and she's ready to go again, right back in Marketing Studio.
Let's zoom out on Jane's journey. She started with a problem she didn't fully understand. In Marketing Studio, she worked with Breeze to spot the opportunity, build the strategy, create the assets, launch the campaign across channels, nurture the leads, and we can't forget she deployed her own custom agent to make her campaigns even smarter. This is what we are giving all of you to build demand, and all of it is available today, and I can't wait to see what you do with it.
All right. That's the marketing story. Now let's talk sales. If you're in sales, give me a woo! That was a little quiet, but I guess I'll take it. I know reps are busy right now closing out the quarter, which is the only acceptable excuse. If there's one thing I know about sales, it's this: every single activity — the research, the prospecting, the discovery, the prep, the follow-ups, the contracts — it all comes back to one thing: winning deals. You can't afford distractions. You need to stay focused on what moves the deal forward. So we made it our mission to eliminate every friction point in your day. Seriously, every friction point. And I want to show you how.
Remember Sara? We updated her email earlier, so we know her foundation is in place and working. Well, now it's Monday morning, and she's blocked off some time to prospect. She's re-energized after the weekend, and she wants to finally break into a big account that she's been trying to land. Let's help her do it with Breeze Assistant. Sara opens Breeze and types, 'Help me break into Northgate Solutions.' Breeze pulls everything HubSpot already knows, like deal history, existing contacts, emails, notes from her team. In just a few seconds, it assembles a buying group. Breeze asks her who she wants to talk to first and what she wants to lead with. The messages come back reading like Sara wrote them herself. She tweaks a line and hits send.
Back to my narrations again. I can't help it. I really am this excited about this stuff. Sara would have normally spent hours of work just to figure out who to target and draft emails for one account. And last time I checked, not many reps were meeting quota with one account. Breeze helped her identify the buying committee in minutes. Now Sara got what she wanted. The prospect wants to meet face-to-face. For my daughters and those their age, it's what we call IRL. Sara's on her way to winning the deal, so she uses Breeze to help her prep and leads the discovery meeting with confidence.
On her way back, Sara's got 45 minutes before her next call. In the old way, this might have involved her pulling out her laptop, digging through the CRM, and trying to leave her notes. Meanwhile, the deal stage gets missed, notes are cryptic, and new contacts don't get added at all. That isn't a Sara problem. It's just what happens. Reps have to keep moving. And every rep we talk to tells us the same thing: they hate updating the CRM. And by the time they do get to it, half the detail is gone.
But now Sara doesn't have to worry about that. She uses HubSpot's mobile note-taker to dictate everything while it's still fresh. Her notes, next steps, thoughts on where the deal stands — all by voice. And guess where it all goes? Right into her CRM. This is thanks to Deal Progression. It's like having a second brain that joined the call with you, and I want to show you how it works.
During the meeting, the prospect referred to lots of different things: budget details, looping in another contact, expanding the scope. Note-taker captures all of it, and Deal Progression makes it actionable. It looks at all the meetings, including the one Sara just had, plus calls and emails, to suggest next best actions and CRM updates. Sara approves each with a click. A day later, the buyer reaches out, saying they're evaluating a competitor. Deal Progression reads the email and flags it to Sara, and she asks Breeze Assistant to pull everything HubSpot knows about the competitor. She reviews it, and Breeze helps her draft a thoughtful response.
Before, updating the CRM would have meant six different tabs, four different docs, and an hour that could have been spent selling. Now it's just one ask. And at the end of it all, she did it. Sara won the deal. And that's a big deal.
But sales teams, you know this feeling all too well. The celebration is a short one. Your job is never done. Especially when you have weekly one-on-ones where your manager wants to know which prospects you'll tackle next. But we got your back, Sara. She just asked Breeze to pull her open deals and build a report organized by value and stage. Her pipeline is healthy since Jane and the marketing team have been killing it. But she needs to know where she's going to focus next and be able to show her manager. So she asked Breeze to build a report as a ranked table. But then the magic happens. Sara can turn the report into a polished artifact formatted exactly the way her boss likes to see it.
Think about what building that report used to look like: exporting, reformatting, sorting, formatting again, re-exporting. That's an hour of work that has absolutely nothing to do with winning deals. Sara did it all with Breeze Assistant.
Here's the thing I want you to take away: winning more deals means having fewer distractions. Let me recap what that looked like for Sara. She used Breeze to identify the buying committee and draft outreach in minutes. Note-taker captured the details from her calls. Deal Progression updated the CRM automatically. She created a pipeline report and a custom artifact for her manager just by chatting with Breeze.
Okay, everybody. Wow. We just ran complete marketing and sales motions for Jane and Sara. All of it delivered outcomes because it was powered by a CRM rich with growth context, and she had Breeze as her trusted assistant every step of the way. UNBOUND, believe it or not, that was just a taste. There is so much more to explore. Just a few of my personal favorites are things like our new revenue agent that makes getting paid without chasing payment easy, and something I'm so excited about: HubSpot is the first CRM to integrate with ChatGPT ads. Go find it all at the demo stations or check it out on our fall spotlight.
We're excited for you to see it. But I do actually have one more thing. As you know, HubSpot's mission has always been helping millions of businesses grow better. And part of that mission means making technology more accessible. I just told you we were the first CRM to integrate with ChatGPT ads. This is a big deal. ChatGPT is where people are going to make decisions, and so you need to show up there. But showing up is just the first step. By connecting with HubSpot's deep context, your ads become more powerful, and you get attribution that's only possible by integrating your CRM. We believe so deeply in this combination that we worked with OpenAI to deliver you something I'm so excited to show you. Grab your phones. You're going to need them.
We partnered to create the new AI Growth Bundle. Starting today, you can get all of this — HubSpot Starter and starter credits — for less than half the cost. A free ChatGPT business seat when you buy one, and of course you can activate the number one CRM plugin, which is HubSpot. And finally, to get started with ChatGPT ads, we're offering an ad spend match up to $750 for a limited time. So go check it out. This is how HubSpot and OpenAI are working together to help scaling companies transform their go-to-market with AI.
Before I let you go, let me bring it back to where I started. You need three things to win in the outcomes era. The right foundation: growth context powering every interaction, a CRM that keeps itself current, and a context home to control it all. The right use cases: a platform that knows your business well enough to tell you where to focus and gives you the tools you need to build demand and win deals. And a new way to work: one tool that launches the rest. You talk to Breeze. It taps into the foundation, tackles the use cases, and helps deliver the outcome, while you have control over every tool that's being used. Jane and Sara showed you what that looks like end to end.
Now, my dad didn't have any of this. He kept his customer context in his head. And he still managed to build something that people trusted, because he showed up every day and did the work. That's what we're giving you: a platform that shows up every day and does the work, so you can focus on the outcomes. That's why we build what we build, and I can't wait to see what you do with it. UNBOUND, it's been an absolute pleasure. Thank you so much!
Please welcome back Chief Customer Officer of HubSpot, Jon Dick, and Academy Evangelist at HubSpot, Kyle Jepson!
Can everybody give Duncan another round of applause!
How sweet was that! Hey, friends, I'm here live at UNBOUND — Duncan just revealed some incredible new features —
Kyle, Kyle, Kyle, I'm so excited you're live streaming, but we have a live audience!
We do have a live audience.
Okay, bye, friends, I'm going to go hang out with Jon now.
All right. Let's get back to it. When you all came in, you had a chance to respond to some polling questions. Do you remember that? They were up on the screen. We have the results.
The data has been compiled and analyzed. We've crunched the numbers, and we are ready to reveal the winners. And what we are going to do is we are going to reveal, for the very first time, the MVP of UNBOUND. Ooh! Could it be you? Could it?
The people with the most popular, the most correct, or frankly just our favorite answers will stay in the game. Everyone else is going to sit down.
So it's kind of like our own version of, like, stand up, sit down. So yeah.
So everybody stand up. And you guys watching at home, you stand up, too. Get off the couch. Come on. Stand, stand, stand!
We're going to do this. We're going to do it live, and those of you from home, it's like your own workout video.
I hear a lot of cracks of knees. That's good. Okay. Good. Let's get into it. Okay. So first question: did you participate in the poll? If not, sit down!
I mean, obviously, right? It's harsh, but it's fair.
It's harsh, but fair. It's harsh but fair. If you didn't do the poll, you're not the MVP. Okay. Now on to the actual first real question: how long did it take you to get to UNBOUND?
All right. We're going to say everyone who chose between one and five hours stay standing. Everyone else sit on down.
Now I know what you're thinking. You're probably thinking we would give the MVP to somebody who traveled really, really, really, really far to UNBOUND, but we all know you actually are really tired and want to sit down, so that's cool. You can sit down.
Have a rest. All right. Second question: who did you come to UNBOUND with?
Hmmm. Okay. Everybody who answered riding solo, stay standing. Everybody else, sit down!
Came with your co-workers? Not today. All right. Okay. All right.
Are you a Kyle Cooke fan?
This guy is. This guy's in. Okay. Stay standing. Everyone else, you're out.
Okay. I'll nail it with a DJ. I mean, I thought you were all going to say that Kyle Jepson stand, of course, everybody would stand for that, I know that, so that's cool. Okay. Next up was... okay. Those that picked UNBOUND, stay standing.
Okay. What's your favorite — everyone who said Dunkin', stay standing. Everyone else has to sit down. Sorry.
Come on, everybody, obviously it had to be Dunkin'. HubSpot runs on Duncan, you get it? Duncan Lennox, he just talked, what a guy. It's a joke. Okay. We're towards the end. If you're still standing, put a hand up. These lights are bright. Not very many people.
Okay. All right. Okay. I'm looking at anybody back there standing. I see people standing. Okay. All right.
How many Inbounds have you been to before this year? Have we already eliminated you all?
No. Right there. Somebody standing. Give us a wave.
