Carrie Gallagher

Certified HubSpot Consultant | HubSpot Solutions Partner

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Case Study: Using HubSpot to Make Telecom Serviceability Data Useful for Sales and Marketing

One of my favorite things to do in HubSpot is take information that already exists somewhere in a business and figure out how to make it useful inside the CRM.

That’s exactly what happened with one of my telecommunications clients.

The challenge

For a fiber internet provider, knowing someone’s address is vital but it isn’t enough.

The important questions are: Can we provide service at that address? If not, when will we be able to? And if they’re already a customer, what services do they have?

The company had this information in its external billing system, but it wasn’t always available on the corresponding company records in HubSpot.

That created a pretty significant limitation.

Marketing might have a company record with a perfectly good street address but not know whether that address was currently serviceable or when service was expected to become available.

Sales had the same problem. Someone looking at a record in HubSpot couldn’t necessarily tell what was happening at that location without looking elsewhere.

The data existed.

We just needed HubSpot to understand it.

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HubSpot Revenue Agent: Why This New AI-Powered Collections Tool Matters

HubSpot has introduced a new beta that I think could be one of the more meaningful applications of AI inside the CRM for finance teams: Revenue Agent.

Revenue Agent is HubSpot’s new accounts receivable agent. It works across your open invoice portfolio, monitors which invoices need attention, creates personalized collections plans, sends reminders, listens for customer replies and invoice changes, and recommends or takes next steps throughout the collections process.

What makes this particularly interesting is that you do not have to invoice from HubSpot to use it.

If you use QuickBooks, your invoices can sync into HubSpot and Revenue Agent can manage collections against them. HubSpot also supports custom integrations with other accounting and billing systems, so the agent can work across invoices that originate outside of HubSpot as well.

As a HubSpot consultant, I think that’s a very important part of this update.

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HubSpot’s New Scheduled Prompts Make Breeze Assistant Much More Useful

HubSpot recently rolled out a new Breeze Assistant feature that I think is much more important than it might initially sound: Scheduled Prompts.

Until now, Breeze Assistant has mostly been reactive. You open it, ask a question, and it gives you an answer.

With Scheduled Prompts, you can now tell Breeze to run that prompt automatically on a recurring schedule, whether that’s daily, weekly, monthly, or annually. The result will be waiting for you in your Breeze Assistant chat list when you log into HubSpot.

As a HubSpot consultant, I think this is a pretty significant step forward in how companies can actually incorporate AI into their day-to-day operations.

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HubSpot’s ChatGPT Ads Integration Could Be One of Its Most Important Advertising Updates

HubSpot is testing a new integration that allows marketers to connect a ChatGPT Ads account to HubSpot, create campaigns, review performance, track revenue, and automate follow-up alongside their other advertising channels.

The feature is currently in beta, so HubSpot customers must request access before they can begin using it.

As a HubSpot consultant, I think this is an important update for reasons that go well beyond convenience. It has the potential to connect one of the newest digital advertising channels directly to the CRM, where businesses can evaluate whether their advertising is actually generating contacts, customers, and revenue.

That is much more valuable than simply seeing clicks and impressions in another advertising dashboard.

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Holiday Marketing: How One Company Blew Up Their Email List (and not in a good way)

Yesterday was July 4, so I’m gonna share a little story with you about something that happened with a client a few years ago. This client is B2C, and they sell a product that people in a specific geography are very interested in. These people visit the company website and sometimes learn right away that they’re ineligible for the company’s product. But they are so interested in it that they fill out a HubSpot form, go into the client’s HubSpot CRM, and, in some cases, sit there for several months until they can be nurtured and learn they are eligible for the product.

Leading up to a national holiday, without telling me they were going to do this (because I would have told them “don’t do this”), they sent an email blast to everyone in HubSpot: customers and leads. The email said something to the effect of “Happy [insert holiday], we’re so thankful for you.” The call-to-action button sent them to the company website. The customers who received the email didn’t understand why they were being sent to the company website, but, even more importantly, the leads on the list learned they were still ineligible for the product!

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