This week, we attended HubSpot GROW Europe and took away some powerful insights. One message from HubSpot stood out: their focus to make everything easy, fast, and unified. While HubSpot’s commitment to simplicity resonates, we know that navigating the CRM, AI and tech stack landscape—whether it’s HubSpot, Salesforce, or others— is far from simple.
Implementing operational or transformative changes requires vision, patience and resilience. Don’t be misled by promises of instant ease— the journey will likely be challenging, but it promises to be worth every effort. And effort it will be!
AI: The New Playbook for High-Value Customer Connections
The fundamental goal for every business in 2025 should be to focus on delivering high value connection with customers.
- High-Value Connections: Sales reps only spend an average of 2 hours daily with customers due to other ‘busy work’, and marketers juggle an average of 5 tools in their tech stacks (Source: HubSpot’s SVP Marketing, Kieran Flanagan). Use AI to deliver the valuable context around your customers’ problems and circumstances and allow sales and marketing teams to focus on connecting on a more personal level.
- Let AI Create & People Curate: Customers expect sellers to understand their needs quickly and provide solutions fast. Use AI to speed up mastery of Marketing in your organisation – e.g. like delivering highly personalised (1:1) Email content. Train your ‘AI assistant or agent’ to understand what content is resonating and why it might resonate with that customer.
AI: The New Marketing Assistant
According to HubSpot, Marketing is expected to own more of the customer journey in the future and is likely to be the driving force behind automation in the company.
- AI open source is redefining search traffic as the landscape shifts (ChatGPT recently launched its search engine). Are you prepared if you heavily rely on Google?
- Customer journeys are becoming more fragmented whilst also demanding a highly personalised experience. For businesses to meet these growing expectations they absolutely need one unified view of their data.
The marketing playbook for meeting B2B buyers has changed:
- Build Audience: By creating breakthrough, native content – use unique examples to your business which AI does not have access to. 91% of marketers used video for marketing in 2023. This will continue together with a focus on Podcasts and Case Studies in 2025.
- Generate Leads: Leverage AI to power lead generation while your sales team curates the best connections. Plan to use AI for simplicity and the human touch for subtlety and nuance (Source: HubSpot’s VP Sales & Marketing Director Mark Barry).
- Convert Customers: Use actionable, unified data for 1:1 personalisation and move beyond cohort or segmented messaging. B2B buyers expect the same level of personalisation as B2C buyers.
🎯 The Formula for generating engagement on Socials
In a sea of posts, how can you ensure yours stands out? According to HubSpot’s VP Marketing there are three ways to do it:
- Educational Insight – provide one single, impactful takeaway.
- Deliver a Spicy Take – write something unique or provocative that captures attention.
- Give a Head Nod – this is a point that resonates strongly with your audience and articulates something they have been feeling and are glad to see has been expressed.
RevQore‘s Maree Deane, our resident ‘RevOps Teacher’ is enjoying Number 1 by sharing her learnings with us and her audience. Number 2 is something we all see a lot and is not for everyone. Number 3 is arguably the most challenging to do as it often requires insight developed on a subject matter or experience over time.
Ultimately, we believe it is important to do what is most comfortable for you whilst also staying true to your morals and ethics.
Are you ready to embrace the new playbook and elevate your customer connections? Connect with us to learn more about how you might build a step-by-step plan for this.
