Master HubSpot AI Connectors @ the HubSpot Admin HUG 🐙

[music] [music] Uh, welcome everybody. Uh, time to get started. This is the HubSpot Admins Hug user group. Um, fun fact, uh, many of you, especially those of you piping up in the chat, are here with us week after week. We are here every Tuesday. Um, Diana and I just crunched the numbers. Um, any guesses on average how many people at an event are attending for Their first time? Like percentage wise, what would you guess? Is it 5%, is it 80%, it's not 80%. Uh, nobody's playing with. That's why it's it's a quarter. Kelsey nailed it.

>> Jim also very close. It was like 27%. Uh, which is which is more than one and four. So, I've always kind of breezed through the housekeeping thinking all of you have heard this a million times. Uh chances are there are a good number of folks in the room right now uh who are Here for the first time. So if that's you, welcome. Welcome. Feel free to in the chat let us know it's your first time. We would love to know what brought you here. Uh maybe maybe tell us what your what what what your

role is in conjunction to HubSpot. Are you an admin? Are you some other type of person? Um Victor, welcome. Uh that's awesome. So uh every every week we're here at this time uh discussing various topics that we hope will be relevant and Helpful to you. Uh we always start out with a little bit of housekeeping which uh if my screen share button will respond, [laughter] we'll get going here. There we go. Um this is our homepage. If you're not familiar with this page, definitely bookmark it. Check it out. Uh our weekly events are all advertised

here. This is your source of truth as we as we secure more speakers and topics. They will show up here before they show up anywhere else. Um so Definitely keep an eye on this. Uh you are here. Uh we've got Stefan here uh going to talk about HubSpot AI connectors. Um, next week we're diving deep into HubSpot's help desk uh tools. Um, and then later in the month we're talking about flexible CRM views, this new iteration of of index pages in HubSpot CRM. Uh, January 27th, goodbye data gaps. So excited to have Maggie coming. Her

team's been working so hard as you've seen recently, new features, New associations available between different types, new association labels, any any gaps in in feature parity between objects and HubSpot her team is working to close. and she's going to come talk about those efforts and what you can expect. Uh then uh we're hopping straight to March with uh lead scoring and reporting. We will get February uh filled in. Don't worry about that. Um so if you ever miss one of our events or if you want to Review one or if you want to share it

with a friend, we do have a YouTube channel. We record our sessions. Today's session will be recorded and put here uh within the next week. And uh so you can find previous sessions here, watch them, re-watch them, share them, whatever you want to do. Um, we love having uh these showand tell events. Typically what we will have at these events is either someone from HubSpot's product team coming giving a deep dive or someone Like Stephan from the community uh explaining uh how to do particular things in HubSpot. But we really love it when we can

have you just hug members giving short you know five minute presentations on something you built in HubSpot that you're proud of. So if that's you, if that happens to you sometime in 2026, uh please fill out this form, let us know. Once we have four or five or six of you, uh we will schedule an event and have you show off Your work to everyone else. I think this is some of the most valuable learning we can provide here. Uh so let's let's make it happen as often as possible. Uh community.hubspot.com is uh HubSpot's uh

it's mostly a support forum, but we do have a space on there. HubSpot admin hug if you want to hang out with people there. We also have a group and a a company page on LinkedIn. So if LinkedIn is your place, uh be sure to check that out. Um, and then, uh, Yeah, again, we're here every week, so we would love your suggestions on speakers or topics. That would be valuable to you. Uh, feel free to fill this out or reach out to me or Deanna directly. We're both very active on LinkedIn. Um, talk with

us, let us know what you would like to see and we'll do our best to make it happen. Um, and then if you want a summary view of everything we covered and some other stuff, uh, Deanna has put together this, uh, this Info page, uh, with links to to everything you could ever want. So, um, that is enough for the, uh, for the ice breakers. Again, if this is your first time, welcome. Thank you so much for joining us. Uh, I'm going to hand it over to Stefan now. >> Thank you, Kyle. So, really happy

to be here and start the year. So, let me just share my screen and I'll try to make it bigger if it's needed. Hopefully, this is okay. uh the presentation will be Shared da and all like some other resources that I will get to so you will have everything and yeah let's let's dive in so this topic is about mastering hubs with AI connectors so b so we are focusing on GPT cloud Gemini integrations that will help you transform how your teams work with customer data so let's dive into the the agenda so 45 minutes

of me talking and showcasing some of things and then I think like 10 to 15 minutes of Q&A. Uh I Build up a bonus for you from the admin perspective because I did the super admin boot camp. I know that that can be valuable. Some prompts that work and some admin like admin rollout checklist that you can use to roll out this to your teams different roles whatever you you need. Some key takeaways here. I'm focusing on which AI connector to use for specific task and how to enable your team for success and implement those

tools with confidence because there There is a gist to it. Before we dive into this, this is me. Some of you know me from LinkedIn. Some of you know me from maybe some like webinars I do. I'm currently at Digital Reach and nonprofit tech shop. I'm a head of enablement and training there. I also do some consulting. Trained a lot of people using HubSpot as their GTM tool to co-produce the super admin boot camp that Kyle invited me a couple of years back to do with uh George. And I'm also That to a six and

a half year old son and a one and a half yearear-old uh girl named Lena. So I'm trying to master my efficiency. It's a survival and but for me probably it's easy because I know Kyle you have more than two kids so that's like probably um different survival mode. I started a newsletter called Ops Life and Everything where I just want to showcase what I'm working on, what's working, what I'm reading, uh some parenting strategies and just life In general. and I run a podcast with my co-orker Martin called Revup Salute. Uh that and I'm

a diehard Seahawk Seahawks fan. So if anybody's watching NFL, we are number one seed in the NFC. So that's good for me. Uh here are some of the links. You can connect with me on LinkedIn. But let's dive into the the today topic. Okay. So we'll cover intro then I will go into chat GTP deep dive clause deep dive Gemini. I've built a comparison framework and I also have an Implementation guide that I want to cover. Hopefully we will go uh through everything in this session. Uh I will be aware of time. So first off

let's see where the shift is. So basically we are living right now in AI era and over 70% of HubSpot customers are already using AI tools and this is not a prediction. I tried to deep research this and I found from one of the surveyed from the customer base. So your team is probably already using these Tools. They're drafting emails using GPT. They're asking claude with like help to manage the proposals and they're using Gemini in their Google Docs Sheets and everywhere else. But if all this sounds familiar, then what's the problem? So, these AI

tools are completely blind to your business. And what that means is that you can ask JTP to help you write a follow-up email, but it has no idea that you already sent three emails to that prospect that you Opened the last one, but they didn't reply. So, AI is powerful, but it's flying blind. And that's exactly what this connector saw. HubSpot has built native integrations that bring your CRM context directly into this tool. And I think it's the first CRM that uh did that for all of the three biggest uh AI uh tools. Okay. So

let's go to the next slide [snorts] and about what are these connectors. I know there was like a hug regarding the AI connectors but just quickly going over this. So basically a simple definition is uh AI connectors are built-in bridges that let you use GPT superpowers, cloud superpowers or Germany superpowers with your actual HubSpot data. So think of it this way. You're giving this AI special permissions to look at your CRM. And now when you ask a question, the AI doesn't just make something up. It actually Searches, queries your contacts, your deals, your objects, your

tickets, everything and gives you answer based on your data. So here's what that enables. First, you can ask questions in plain English and you get a real answer. Second, you get insights grounded in your customer context, not generic advice. And third, and this is very new, some connectors can now take actions. and I will get to that. And I'm I was pretty excited when I saw that in the HubSpot product updates. So you can create tasks, you can log notes, you can even create deals directly from the AI check. And the fourth, this all happens

without you needing to build anything uh or like export data and then put a data to AI or maybe like send something like a web hook or whatever. So you don't need to do context switching be between the tools. So let's go and look at three three connectors at a glance. So I break it down when was the launch date, what's the status and what they are best for. So basically uh chat GTP was first to market. I think it launched in June. Its superpower is deep research. So uh but it's read only for now

and it only works in web browser. CL came next in July and it's the most capable for now is the only one that can now actually write back to HubSpot. So you can create you can log uh and you Can also analyze plus it has access to all the engagement history. So all the emails, calls and meetings and it works everywhere. I'm using it far often on my mobile. So you can just use it on mobile. You have a connector on your mobile and you can browse the the CRM. Germany is the newest. It is

in public beta. Uh I got a chance from the HubSpot team to test it when it was in private beta. It's pretty powerful. The superpower is that it lives in Gmail. You can pull HubSpot data right in your Gmail sidebar without ever leaving your inbox. So going down further and I think that's that's where like from the admins here is that sounds great but I need to to bring this to my IT team and they're going to have some questions and I hear that a lot because I also like saw that on Reddit like they're

the AI is getting trained on my data. So that's not correct. Number one These connectors are permissions respecting. So whatever a user can see in HubSpot is what they can see through a connector. If your sales rep can only see their own deals, uh that's all they see in the cloud. So there's no backdoor access. Number two, and I think this is the big one, uh none of these AI connectors or companies train their models on your CRM data. Not OpenAI, not Antropic, not Google. The customer data stays your customer data. There are some edge

cases I think but by default your data isn't being used by any of them. The connectors are read only by default and I can look at your data but can change everything anything but side note recently like end of November clothes does now write has now right capabilities but that's an optin and it's very controlled. And number four, sensitive data is protected. So think about custom sensitive properties like personal health information, credit Card numbers, and some other highly sensitive data types. The connectors simply don't have access to those. Okay, so we covered that and let's

now do deep dives into all of the three tools. First off, I want to go with Chad GTP because it was the first one. So uh Chad GDP was the first CRM connector and uh it superpower and I'm talking about every AI connector superpower is deep research and HubSpot calls that if they if you go on their website doctor level analysis And that's what that's like not a madeup thing I tested it with couple of like pretty big portals and you can use chatb deep resource mode with hubs for data it will spend 5, 10,

sometimes 30 minutes actually analyzing the data, identifying patterns, producing reports with with a lot of like where did they get it, what contact, what's associated and more to use this you need to have account on any tier free even works and a paid chat GPT subscription. So that's plus pro team And enterprise. If you're in Europe like I am, you will need a team or enterprise for the full features. And one other important limitation currently mobile app is not supported. Uh and I'm just using that on the web version. Okay. Uh and let me know

if I'm going too fast or anything but I have like a lot of slides I want to take over. So the deep research that we covered, let's talk about what CHDP can actually see. It has Read only access to your core objects, contacts, companies, deals, tickets. Uh and but but critical limitation is that it cannot write for for now. I think they will switch that. Uh and then that's very important if you're deciding which connector you're using and which connector you want to use. Uh and it cannot also see your engagement data. No emails, no

calls and it sees the object but not the interactions. So if you need To ask what did we talk about in our last call, it cannot help you. So you will need probably claw for that. But also like no sensitive data and properties. Okay, so we covered that. This is just like a little screen share. What's the key limitations? what's accessible and what's not. So let's cover CH GDP uses by roles because like from the admin perspective, how do you Use it? How do you say to your teams uh when to use it, what to

what to write and and like like enable them and and make them more powerful and so they stick to it and use it if you have licenses. So where does CHTP really shine? uh some some examples by roles for hubs admins many of you are here admins JTP is phenomenal for the big picture analysis questions like analyze patterns in ticket volume by category so we can Forecast staffing find data quality issues across contact records uh and other questions like an admin ask itself for sales teams that can be about like pipeline intelligence like segment, target

companies by revenue, industry and tax stack and then maybe you can also ask it to do a web browser and use a web and benchmark all of this data across the industry. You can like collaborate there. Marketing wise uh it's for like channel analysis like Finding the highest conver uh contact segments acquired in last 90 days compare the average deal size by real source and for customer success or CS teams it's just like risk identification so identify accounts with the highest churn risk based on some ticket patterns or analyze customer data health. So if you

notice the pattern here, Chad GTP excels across large data sets. So like those are the see the bigger picture Questions. So the next slide is the CH GTP demo uh steps they need to do and I know recently there was a AI connector hug where they showed how to connect it. So, I will just quickly uh change my screen real quick here and show you that like I'm here in my chat GTP. The only thing I I need you to to understand is once you click the plus icon, you need to go to to your

explore apps and then find CHDP or HubSpot. Sorry. Just type HubSpot And then you'll find it. And then this is what it can do. you can start chat. I already have it connected but basically there are two ways to use it. First one is a standard one that's chat mode. The other is extended thinking or deep research and that's what I want to cover here because like you can just follow along how to connect it basically here uh just do the click the website link uh that HubSpot will provide you and you can easily go

here and see how to Connect it what it can do and when to use which but going back to my presentation uh let's just focus on the two types of modes. So that's the chat mode and deep research mode. So chat mode, quick one-off questions, real-time lookups, simple queries and daily operation. And deep research, multi-step analysis when you want to like prepare for a board meeting and you don't know where to start takes 5 to 30 minutes depending on The complexity. So that's how I will use CHGP there. How to get most out of chat

GDP and HubSpot? Be specific with time frames. So use last 90 days instead of like show me my recently created contacts. Use property names. So reference exact fields like lifestyle stage is SQL not sales I don't appointed lead whatever. Ask for visualizations and combine with web search. I think that's very powerful Like you can compare to industry benchmarks limitations web version no engagement data cannot modify and e EU requirements so like I cannot use all the full features because I'm in European Union and I don't have team I only have pro uh so that's the

limitations there um can you connect more than oh we'll get to questions sorry but I'm I'm looking at the chat Sorry guys. Uh yeah, I will answer that. So no worries. Uh Let's go to claw connector deep dive. And this is where I'm most excited about do because it was just similar to G GPT but when I saw in the product updates that I'm like going there daily couple of times in a day as somebody that's watching a lot of portals. uh and I saw you can opt in into like right compatibilities. I was like

this is super crazy and I needed it to test it immediately. You will see that in in the demo that I did is how I tested it. So It's a newcomer. It's la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la launch in July but now you can write uh you you cannot just you you don't just read data. You can actually create stuff. So you can

create deals, contacts, log notes, tasks and that's a game changer I think for productivity. The second diff differentiator is engagement history because claude can see your emails. It Can see your calls meeting stats. Chad GTP can't and geminy can't if if something didn't change in the last week only. The third is availability. So it works everywhere. You can use it on web, desktop and even mobile. As I said, I use it a lot in mobile because and think about it like your team, your teams, your reps can update HubSpot from their phone while walking out

of a meeting. I know they can do that with HubSpot mobile app, but in a mobile app they Need to like click here, click here, click here. in if you have it connected on a mobile app they fire code they just say I was in a meeting with this this person these are my notes create them and the cloud will do that so requirements familiar hub any hubspotier payload cloud subscription promax team or enterprise and that's it you can use it okay so we already covered some the actions. Uh so superior reasoning, it Can do

beautiful visualizations, write capabilities and you will have access everywhere. So what code can see and do in HubSpot? So it has full read access. It can it has right access and the game changer for me is code combination of engagement history access and write compatibilities. So you can analyze past interactions immediately take actions. Uh and I think this is currently the best one to do. s Sensitive properties as in all of them are restricted and that's the ones that they cannot touch. So let's do the same that we did for GPT and go through roles.

So as a hubspot admin how do you use quad AI? So uh for example, you just say create a task for each deal owner with sales deals over 30 days [snorts] and prioritize by deal value. Show me a visualization of ticket volume trends by channel. Log a note on all contacts from Yesterday webinar thanking uh thanking them from attending or maybe like doing something updating a property. So then the workflow will fire and you can do that from code. That's like one of the simplest use case for sales. This can be show active deals organized

by name, amount, and stage. Review recent calls, create a new deal with prospect X uh in discover, put it in discovery stage, close date and of whatever, and you get this created for marketing is Followup tasks, finding contacts that opened like a specific email but didn't click. And for customer success, I think this is where it shines because they can just be in clawed and they will see all the tickets that they are signed and they can do whatever they need on those tickets. So let's jump into setting up the cloud connector. And as always,

you can just use the links uh try this prompts and let's just jump into code. I already have it open here. So, uh let me open this one here. So, first off, uh how do you connect uh the two? You can just go to your uh settings and then find the apps and search HubSpot and enable it. So let's ch start start with a new chat to show you that and this is super easy uh here. So when it's connected you will see add from HubSpot all of the B like last prompts very easy you

just go connectors and then manage connectors find HubSpot connected here you can use it or not and [snorts] that's that's what you need to do. So my test here when I first started playing with writing to HubSpot the new powerful feature like superpower of cloud was can you pull my recent ticket in HubSpot. So you can see here how cloud goes and tells you what it's doing. So you can learn how it's getting that data. So you can see it's getting user details. It's searching through recent tickets. It's searching to CRM objects and it found

my Recent ticket and [snorts] the ticket name just from one prompt it it got me the ticket name when the ticket was created and this is the same day that they rolled out the right compatibilities and I just did a demo ticket to test it. There's a issue description. There's a customer that's saying we have a new issue with cloud. We cannot do the connector. it's failing whatever it gives you a specific symptoms what Customer is requesting and this is the only ticker in my like that I'm owning in the demo portal but if you

use HubSpot skills if you use HubSpot projects you can train how this data will get back to your customer success teams so you can use it you you have give it the different skills and then fire it up and it will be different. What I then did is I just said can you create a note on a ticket that says this has been sorted via phone Call and it just said I will create a note on that ticket for you. Let me show you what I'm about to create. And it just says here an object

type uh an association. Do I want to approve? Yes or no. When you do that for the first time, it will then also ask you do you want to skip this step for approving. So once you click yes, it just created a note. So I will not jump into the portal show you if it's created or not because It has been created and we're using this very heavily with some of the teams. But that's how easy it is. And it's not just for tickets. It can be for contacts. It can be for a sales [clears

throat and snorts] like account executive creating a deal, updating something on a deal, maybe managing uh or logging a note to some other team member from their phone. I just had a phone call with this uh they're they're ready to sign, but they need this from Us. So like you don't need to do slack, you don't need to you're just doing it directly from your uh clot and it can use as I said specific skills that you feed it to. Okay. So let's move on forward to decision framework because we've covered two of it. So

we covered when to use cloud when to use GPT. So basically if you need to take action HubSpot use cloud if you need to search or query engagement history use cloud. If you're Working on a mobile or desktop ad app use it if you need deep deep strategic research you will use GPT. If [snorts] you need compress comprehensive written reports GPT and as I said complex identification GPT so think of it like for example if you are in strategy phase use the GPT connector if you're in execution phase use cloud for do it actions how

to get most from cloud to HubSpot we already covered a lot of this but Basically it's ask for visualization chain requests. So for example, what I showed you, find accounts, analyze, create follow-up tasks. So like chain requests are where cloud shines and then you can just execute that request by doing something and changing something directly in your CRM. Use it on mobile. So you can update a lot of things directly from your mobile. And [cough] what's [clears throat] unique here is that you can set up persistent Context for HubSpot workflows based on skills. So you

can build specialized prompts for your teams to reuse. And there's also MCP integrations. I will not cover it, but I did it in the bonus resource that I will share that Diana will share. And you can connect multiple tools in one seamless workflow. I did so in chat can we connect multiple to one account I just want to answer that right now you can so I have connected Gemini GPT and cloud to one account and it's Everything is working fine so then you just maybe use cursor connect everything there and then you can just say

oh use Gemini to do this use cloud to do this use GPT to do this but that's another topic to cover. Okay. So, moving to Gemini connector deep dive and let me see how uh we are with the time. I think we're good. So, that's uh great. So, let's dive into Gemini connector deep dive. And Gemini is relatively new. I think it's the newest. Uh it uh it's Still in public beta as I know. And it has a very specific superpower. So it's a Google workspace integration. So most of the companies runs on run on

Google. You have Gmail, Docs, Sheets, Chat. So Geminina is going to feel like magic because of going to a separate AI tool. You can access HubSpot data from right inside the apps you're already using. So if you're in Gmail, you can read an email from a prospect. You click the Gemini icon uh and type at HubSpot. So I will show you how that looks right now. So the only thing that you need to do when you're prompting Gemini, you need to tell it that you are searching, browsing, querying HubSpot once you have it connected. We

will get to the connection, but just so you're not like wondering, okay, how to do it. So just type add HubSpot here. For example, you just type add HubSpot and you will see the connected apps and then tell it something. So I just tell it uh can you Tell me about contact names Stean and it says Stean is email title company phone. So this is not a correct job title. So it just said can you change a job title and we cannot do that. Claude could change a job title because it will search that and

it will ask me do you want me to change the job title name. So uh that's the difference that's the huge difference right now but I think as everything is getting better and better Probably everything will be uh available to write to back to CRM. Okay. So then what's Gemini value proposition? Uh I think the value proposition for me is zero context switching between Google native uh themes. So requirements are a bit different like you will need Google Workspace business standard business plus or enterprise and you need to enable Gemini Alpha and that's an IP

admin setting. So you may need to coord coordinate with your Google Workspace Admin and current limitation it's it's English only. It's still in beta and features are evolving but but as we know is like some of you are maybe following how AI uh those three big AI are evolving like Gemini 3 was probably is probably still my favorite uh because it when it arrived it was far better than GPT I think 4 41 or something. I I now they're very close. So I think this will also evolve as you Go. Okay. So key strengths we

cover that uh it's perfect for workspec shops. Uh uh you can draft content with hubs data. So you can compose emails using customer context without leaving the compose window. uh and you can connect it just following uh the simple instructions from the product uh updates in in HubSpot or just even type HubSpot Gemini connector and connect it. So Moving forward, what can Gemini see? So it's read access only. It's not access not yet accessible tickets and support data custom properties that were be being created. Engagement and W compatibilities and where the Gemini works cyber integration

Google docs sheets and chat. So it's fairly new. That's why I think all of these things are not very accessible but probably will be. So as we covered for GPT as we Covered for cloud let's cover the use cases by roles. So for admin role we would like Gemini to show me a list of contacts in lead life cycle stage so we can quickly audit lead flow. You need to always use at HubSpot when you're prompting it as I showed. So you need to say it at HubSpot. If you don't do that, it will just

search the web and try to get some data uh and you will just use your credits and we don't want to do that. [snorts] I I did that a couple of Times because I forgot. So for sales just like show me deals closing this month and draft personalized follow-up uh open prospect emails, see contacts and whatever. for marketing uh show me contacts from Q1 webinar series Google this and this and customer success you will get probably couple of errors while you're doing the prompts but the this my next step when I do errors is like

asking it how would you write the prompt to get to what I need And then Gemini will say this is the prompt and then you just say okay execute this so that's like just like a little work around while it's getting better and better that you need to be aware of. Okay, so setting up the Gemini connector uh breakdown here. Uh Gemini alpha needs to be uh enabled. Uh admin authorized HubSpot connector in Google Workspace. User activation, user activation is done here and you need to toggle and Authenticate on HubSpot. Uh and while we are

talking here probably in week like in two weeks, three weeks whoever is watching maybe something of this changed because I know Jed Chad GTP recently changed that there's no not something that's called a connector. Now everything is apps. So when I was using it, it it gave me like an error. I cannot do that. I cannot do that. But I know I did it in the past. So then Usually what you need to do is just like uh disable and reconnect uh the connector and it will work perfectly. So that's just like a a tip

uh if you're running into some issues when you're connecting or when you're using it. and then something because I think like when GPT releases something everybody else needs to uh say okay we will change this and I think HubSpot is doing a great job changing it. So uh getting the most out of the connector uh always use the hubs Prefix. This is required to trigger the connector. Without it, it will not know to query your CRM. Uh and we covered like most of this some limitations for now. Maybe this is not a limitation in week

or two or month. And I think it's perfect for teams living in Google Workspace. We use Google. we we use it a lot. Uh and sales reps practically live in Google Gmail and quick local apps during email composition. I think that's where uh it Shines. Okay, so we break down all three. But now let's do comparison and decision. And this little simple table that I wanted to outline as it stands today is where to use it for the job and where it shines, where it doesn't shine, and what's available. So to break it down real

quickly, I think uh I mentioned Chad GTP wins in deep research. So that's three stars and I think that's its superpower. [cough] If you want to write to HubSpot, it's only cloud for now. That's cloud superpower. If you want to use it uh across Google Workspace, only Gemini. So Gemini is the superpower. But if you want to make it like uh see what else is there available, you can see for example that GPT and Claude can access tickets, Gemini can, custom properties, Gemini can, and more. Okay. So what I want you to take away is

this. There's no single best connector. So there's no one like Single best connector. There's there's only the best connector for a specific use case. And I think smart teams, the teams that are evolving will use multiple connectors for different purposes. And I think that that's where that's what you need to like take away from this. It's like there's no one like and that's why I started this presentation with like team teams are already paying with subscriptions. There's like 20 seats Only 10 used for AI tools. So use all of them put uh see what's working

for your workflow and how to get to that workflow. And that's why I wanted to uh do like simple decision tree like do we need to take action HubSpot? Yes, we use cloud. Do we want to uh see engagement history? Yes, we use cloud. Do we work inside Gmail and docs? Okay, let's do let's collaborate cloud in Gemini. Do we need strategic research? Yes, let's use JDP. Do we do we want to do any data Quick data lookal? Let's do any of them. So, whatever somebody is comfortable. So JDP for strategy cloud for execution and

Germany for Google. So, so for some roles that don't need all of this and they don't want to context switch role bait recommendations from my end from admin side admin should have access to cloud and GPT because they they can they need to write they have full data access and they have deep anal they can do deep analysis and I think they should also cons consider the N MCP for custom integrations and some advanced workflows building for their organization. For sales rep, I think Gemini is enough. Quick look ups, follow-up, drafting, deal updates uh between

meetings uh just to see what's happened. Uh and I think like power move for sales reps are cloth for end of the day activity logging uh to maintain CRM hygiene. So like just wrapping the day open a mobile app or on the desktop uh And just like I I did this this this this right for [snorts] marketing managers Chad GP easily for analysis attribution modeling and more customer success cloud but I would say admin needs to control it and secondary Germany so like use cases like health monitoring or active outreach and for. Okay, so we

have a couple more minutes. Uh, hid power play is just the one that I think is the best is making sure that You use whatever you can because as I said most teams already pay for one to two AI subscriptions. Connectors are free with HubSpot. You just need the AI platform subscription. Now the team subscription to all of AI tools are probably cheaper than having an individual one. So and the investment of like 20 to$30 dollars per user uh is uh clear win if you want if your team is using it correctly and it saves

a lot of Uh per week time. So we have couple more minutes but I want to leave some uh for questions. So I will just uh quickly go through this MCP and custom integrations but because I think it's just like for more power users and developers because you can extend beyond the uh your connectors. Uh you can build a lot of it. Uh most of you probably know what is an MCP. Uh this is just a simple uh simple Definition uh how you can do uh from with the MCP servers. Uh what you can then

do with cloud I prefer cloud currently because we can write but uh what you can build is developer workflows custom integrations some automation examples. So, I'm currently building like uh MC like I have an MCP and I have a workflow that like somebody put something in a like a pretty nice UI and It will just run a NA10 in the background analyze everything and give you like a sequences for your industry will give you uh I don't know what you need to audit what you need to look at it uh it will give you a

emails like uh CTAs that you need to put on your website and more. So there's lots of uh powerful automation you can do uh and using the connectors with other tools through the MCP and the third party integration Platforms that I recommend are NAN make or Zapier just depends what you're comfortable with and what you want to use and maybe what your organization is already paying for. But this is what I want to cover in the next uh three to three to four minutes is the admin implementation guide. So this is a admin hug. So

I wanted to create something that you as an admin or if you're just starting in that role uh you can use to uh successfully roll out AI connectors Across your organization. So let's see what it has here. So first off is week one planning. So I I would like you to survey your team. Ask which AI tools do they already use. Uh audit your current hubs permission structure like do you have permission sets? Do you have teams hieractively set up in identify pilot group for power users and maybe get budget approval when you do all

of this and you go to your sea level and say like we need three or Four more week two or week three uh you connect you configure you record couple of looms you start people to like use it document everything create some internal resources and what I what I see is working is like using a user custom properties you can create custom ones like I think it's only enterprise but like if you have access to that create it and then just build an onboarding using uh like AI on boarding and just like steps so When

they complete something you send them a email to them saying okay this is your next step so that's way it's like gamified and people love it uh and then weeks Five three to five is just enable people to use it enable broader team host maybe training sessions internally create Slack teams channel for tips and do monthly review of usage and value delivered so that's basically how I would do it if you want to enable your teams couple of prompts give your teams Uh give your team at head start everything will be shared um afterwards so

I'm just like skipping this literally But give them some prompts that they can test that work. And these are common like some of the problems they will inference like I cannot see certain records. The connector isn't working. Uh cannot find custom properties. So you now know why write actions are not working. For example, they're using claw. They know They but like you need to as an admin say okay do we need to reconnect connect again. So before we jump into the questions and answers and I think we're close on time there. So I built this

Diana will share this. It's a bonus resource for all of you with some of the prompts that I'm using the admin implementation guide and you will have full access to this. So, uh, because it's, uh, New Year's and I just wanted to have like a little gift under the Tree. Uh, so yeah, that that is for me. So, uh, over to you, Colin, Diana. >> Thanks, Stephan. That was great. Uh, yeah, everybody head over to the Q&A. There's a little Q&A button down at the bottom. Uh, you can see the questions others have asked. Upvote

them. We will go most up vote to least up vote. the question on your mind is not there um feel free to upvote or feel free to add it. Um while you all are adding questions and stuff I saw one question Come through about if you use claude to update uh data in HubSpot how is that shown in like audit logs and stuff. Um so while Stefan was talking I reached out to the engineering team and they sent me some screenshots. So, uh, if you'll stop sharing just a second, Stefan, I will share my screen

because I think this is actually really cool and I expect many of you admins will actually really appreciate this. It is even better than I imagined it would be. So, This is the audit log page. This is screenshot. What you're seeing is when a a change has been made, you will see it attributed to the user, but it will say assisted by AI connector. So, that is transparent. And if you're looking at property history, um, it will say it was an integration HubSpot connector for cloud, but it'll tell you which user did it. So you

can see both. I think the question was trying to get at, wait, is this going to attribute it to cloud? Is It going to attribute it to the user? There's no either or. Uh, you will see both. So that that information is there. Um, knew you guys would love it. You you guys get me. I get you. All right. Uh, I'm going to head over to the Q&A now. I'm going to work most up voted, least upvoted, as promised. Feel free to keep uh the questions trickling in. We have about 10 minutes. I don't know

that we'll get through all of them, but happy to get through as many as we can. Um Rose asks, "What agreements or contracts does HubSpot have with models like chat GBT to ensure the same data privacy and protection standards set out in HubSpot's terms and conditions are upheld?" That's a that's a tough question. I don't know if you know the inside scoop on that. [laughter] >> Yeah. So, uh I was reviewing a couple of them, but basically, yeah, we can probably add that to the resource Because it's a lot. Uh but there are uh legal

documents and probably some uh uh other types that are saying that they will not train uh on our CRM data. And I I believe that's what every other AI connector has. So uh but basically maybe do a deep research on that uh or just go to their page and look about the AI connector. There are a couple of links there that that says that are pointing to that documentation. So yeah. >> Yeah. If you uh I I apologize for not Being prepared for this question, but if you go to trust.hubspot.com hubspot.com. Um, you can we

have a ton of documents and I'm pretty sure we have one just on AI. I forget what it's called and exactly >> chat. >> Huh? >> Karina, put it in. >> Oh, great. Perfect. Actually, >> I just scrolling down. AI trust at HubSpot. There's a whole section on it. AI trust FAQs. >> Uh, yeah. So, trust.hubspot.com. That's the place for that. Uh, can you track back in HubSpot what cloud updated or is it logged as a user based on the connectors off? I answered that fun. Okay, Tracy, >> how about credit use for or with

any of this? Uh, connectors I don't think consume credits. Is that what you've experienced, Steon? No credits required. >> I don't think you need credits. like if if you're referring to breeze >> uh you don't need you are not using any credits. So in the additional resource I did added us like couple of slides when to use breeze when to use other AI connectors. Uh as we all know is like breeze is built using AI open AI technology and then combination of other AI tools. That's what I think. So uh for some of the things

I think you're you're good using breeze but like for the other Things that I here mentioned uh use AI connectors and it will not use any breeze credits. So uh because like you are already paying for a seat using cloud. So like it will be I said double charge if you'd like oh let's use brief credits and let's let's charge you for your seat. So it's not using any credits. >> Yeah. [clears throat] Uh so HubSpot credits are just for HubSpot AI tools. Yeah. Um you sort of touched on this. Karina wants you to go

deeper. How do these connectors compare with the HubSpot assistant? A lot of the examples mentioned are doable with HubSpot assistant without the need to connect other tools. So you had that matrix where you compared Chat to Claude and um Gemini. if you added a column for uh for HubSpot's uh the breeze assistant uh are there things you would recommend doing there as opposed to bringing in other tools? >> Yes. So I will like I would recommend like whoever is I don't know how to properly explain it but let let me let me try. So like

Breeze has research agent, social social media agent, uh like a lot of those agents are just specialized. So like I I would think of them like niche like niche co-workers that that just only does one thing. So, but like using CH GTP, using cloud, enabling cloud skills and teaching it how to respond, how to Uh empower your uh CS teams uh and u do more than the current breed agent. That's how I would uh use that. So, uh let's say a sales lab, okay, you're using a prospecting agent, but it's only for prospecting. It has

like couple of steps. it's built what you need to put in inside of the that prospecting agent what you will get how many sequences it can like turn on and whatever but like using cloud sales can like do an analysis and then let's say say uh okay For for those 10 out of 20 uh create I don't know fill in this property and you as an admin know that like filling this property will then trigger uh sequence enrollment or a workflow or something else. So that's where I think the the connectors shine. Uh it's not

like one model that's built in breeze. It's like more different things uh from the model >> if that and I will say uh the breeze assistant so just the general sidebar chat thing you can access on every page inside HubSpot has come a long ways. It's actually really powerful now. So, if anyone here watching, you don't have a cloud subscription or a chatbt subscription or you don't use Gemini or whatever, um try some of the the prompts and things Stefan has talked about in Breeze assistant and see how far you get. Uh you probably will

run into some Limitations where just especially if you're doing the deep kinds of researchy sorts of things that chat GBT is really good at, I would imagine uh you'll you'll run into some limitations. But if you don't, if you can accomplish what you're doing just inside Breeze Assistant, there's no need for you to use these external tools. But these external tools are incredibly powerful. So if you find there are things you can't do, that's a great moment to pull In some >> Yeah. >> some extra >> and to to add what you're saying. So like

an example will be a customer like agent. Okay. It can do a lot. So it's pretty powerful. But I don't think it can do external like it cannot do external research. So like if you're for example doing something like there's a product and you want to easily say okay let's research around the all like let's Say our competitors doing similar product uh maybe social media what people are complaining what they're answering whatever and then draft me and like response or help me to mitigate this ticket then I will use cloud or or or GPT and

that's where I think it shines for now because the customer agent is as you said pretty powerful but it's there. It doesn't have all of this capabilities that the AI tools that are outside Um have and I think that that's where you should use a connector but if you can do everything with breeze you have credits uh and you know and people are know how to use it then use this. So >> cool. Chris asks, "With clawed right access, can you set required information for creating records to ensure data quality? Example, companies must have an

address, contacts must have a phone number, deals must have dates, company associations, contact associations." Uh, so I I didn't test that, but I believe it with if you're if you're setting up a skill and if you're teaching it how to respond, let's say somebody wants to write, I think you can just say that every time somebody wants to write to HubSpot, the cloud reminds them that this is also uh needed to be added. So I think it I can test it, but I think it's it's doable. Yeah, we'll get one back. Yeah, Jessica asks, "Which

Claude plan is compatible with HubSpot? It says it's free in the marketplace, but then when I go to install it, it indicates that I need to upgrade my plan." >> So, it's pro pro or above. >> Got it. Uh, do these connectors read custom objects? >> Yes. So, uh, some of like Germany doesn't read all of them. GPT reads some of them. and I think with resolve. So >> Christopher asks any update on the timeline for co-pilot connector. Um I I don't I haven't heard anything. [laughter] I don't know. Uh yeah, I don't think HubSpot

has published any information on that. Um and as I'm a HubSpot employee, but I I don't recall hearing any rumblings. Um I I someone in the chat asked about Grock also. Um I there are a lot of different AI tools out there. Um because connectors kind of require a >> Christopher put a link in the chat to the community where the forum says it's In dev. I think we lost Kyle. Okay, thank you, Christopher. So, I I I also don't know anything about the co-pilot or any other AI tools. >> All right, I'm going to

pick up where he left off. We've got one more minute. Um, let's see. How can we get chatbt to review our HubSpot web traffic analytics? I I I'm thinking that it's better that you like just export like the reports And then put it into chat GTP rather than prompting it directly from the chat for now. I I also will encourage you to maybe try using cloth for that. Uh because both of them are very good at it. But for now I would say maybe just like don't do the prompting directly from the chat widget rather

than maybe exporting and putting there. >> Yeah. >> Oh >> screenshots like what I will do I will Go with the like for like Gemini tree I think now you can just like go and record a loom and then uh go through the screens this is my web traffic whatever and then push the URL uh and then ask it to analyze it. So, there's like pretty good use cases for that. >> I love that. Well, Stefan, I appreciate you coming to the hug. Um, you're going to share those resources with me, which means I'm going

to share those with all of you admins. Um, I'm going to put your URL for LinkedIn in the chat if anyone wants to connect with you. Thank you. Thank you. Thank you for the playbook. And everybody, we will see you next Tuesday. Have a great week. >> Thank you everyone. [music] to be adding hook. No flash of facts and a whole lot of love. We get it done or all in by choice [music] choice. Admin spies and lift their voice. [music] Fixing fields and hacking time. Making magic [music] with no headline. Tiana brings fire in

a crew that's here to lift you higher. We swap the winds and share the pain. [music] No solo in this game. It's the admin hug where legends walk in from chaos to clarity. That's how we win. Study got a challenge accepted. Portal [music] perfection fully connected. Quick [music] fix queen work kings custom everything. Tabs open coffee. You've been [music] solving all along. We've got the knowhow. We've got the map. Even hubs stop product to chat. You're not just heard. You help shape the tools. Admit rewriting all the rules. Thanks for building with the hug. Thanks

for powering [music] the hug behind every campaign push. There's a whole crew [music] holding tight and together by insight. [music] >> [music]