Kipp Bodnar
speaker
121 appearances
1 recordings
1 series
first heard Apr 2025
last heard Apr 2025
Kipp Bodnar’s voice in public audio — every appearance, attributed to the second.
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Appearances
And it's a whole different... game. Right now, we all have access to infinite knowledge with AI. Knowledge is a complete commodity. So in that world, trust becomes everything. People can know who you are, but they can still not trust you at all. And giving that value away is how you build trust. And so for us, the free version of our product, so we do it, but you have webinars.
There is a version of that for any business, is I think what I would say.
I have a Maxim I live by and its distribution is undefeated. If you can get a big audience, you can always figure out how to make money on it. The inverse is not true. You could have an expensive product and sell it to a few people, or you can have a big audience and sell it to a lot, lot more people, but it's gonna take a little bit of time.
It's a different way of thinking, but distribution is the biggest reason most businesses don't grow because they just don't have a big enough audience, universe of people who actually care about them and the thing that they're offering in the world.
So if you think about CRM, there's lots of views of what CRMs are, but what they really are is a single source of truth for your customers and your prospects. So instead of your support team working out of a project management system, sales reps working out of spreadsheets, all of those things, everybody, your marketers, your sellers, your customer service folks, all working together.
Updating one record, all the context in one place, and then being able to do really powerful things, whether it be advertising, email marketing, marketing automation, sales call prep, sales follow-up, sales automation, all of those things. That's what you're talking about doing.
And you're going to see CRM be way more important over the next couple of years because what's going to happen with CRM over the next even year is that all the unstructured data, your meeting recordings, the emails you exchange, all of those things things, all that context are going to make it way better. Your CRM is just going to generate the email follow-up to your meeting for you.
And it's like, oh, great. I know I need to follow up from this meeting, but I've got to go run to this other meeting right now. Well, it's great. I can do it in 30 seconds versus having to do it 15 minutes tonight when I've forgotten half the things and need to go look them up, right? And that is why CRM is so important. It also
is when you have all your data in one place, you can do real reporting and actually understand what's working and what's not working. And as somebody who has helped grow a business from tens of millions of dollars to billions of dollars, it's done through basic iteration over a long period of time, finding problems, solving them and building and iterating.
And you can't do that without your data in one place and some clear reporting.
tons, tons of AI agents. So first of all, the most used AI features at HubSpot, one is to prep for sales meetings. So we have a co-pilot where it just will take everything from a contact record and give you the full prep summary. That's awesome. We have an agent called Content Remix. So like, let's say you're going to run a content campaign. You're going to do an email newsletter.
Let's say you're going to do a webinar. You're going to do a webinar. It will spin up the landing page, the email, the ad assets, everything for you and does all the manual work in the background. And then we also have a product that our co-founder at our mesh started called agent.ai, which is a marketplace of agents where you can go and anybody can build or use different agents.
It's kind of like, a modern automation marketplace where if you have a problem, you can either use Agent.ai to build it or somebody's already built it and you can just use their agent. Like a really good example is there's a company research agent that will give you like a McKinsey analyst level kind of deep detail briefing.
Who's the CEO, funding history, core products, competitors, the whole thing. And it'll do it in like two minutes, right? Perfectly formatted for free. That is just a game changer when it comes to agents.
I would pick one AI tool and get really good at it. And for marketers, that's probably Claude. For sellers, that's probably ChatGPT. And you're gonna use those tools. The reason I say Claude has the best taste, it's really good at writing. You can upload to projects in Claude and have really great specific, highly repeatable writing output that's core to marketing.
For sellers, I think one of the best AI features that exists on the planet is ChatGPT's deep research feature, where you can have it go and just build a incredibly complex research report. And it might research a problem for five, 10, 20 minutes with all these different agents in the background going and doing that.
And you having the full map to an industry, the accounts within the industry, how your product maps, the core competitors in that industry, those things become super valuable. So that's where I would focus if I was just like feeling overwhelmed and not yet started.
A few things. So one of the other agents we have is called our customer agent, and it basically helps resolve customer support. Like the average HubSpot customer solves 30% of their support questions are answered by AI or answered by our agent. And so that's 30% less support people, support time, founder time, depending on the size and scale of company that you have to spend.
And if you focus on it, we've seen customers get to like 50, 60% deflection, which is huge, saves so much time and so much money. And the biggest reason why that's important is because in today's internet, where everything is highly competitive, as we've talked all show about, it's never been easier for a customer to switch. So your core economics are going to be retaining that customer.
I'm sure you see that your best customers are people who take multiple courses, people who do multiple purchases with you. And if you don't have good customer service, good onboarding, good customer support, you're man, they're going to be out really quick. And I think it's one of the things most entrepreneurs overlook early on.
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