Our thinking about HubSpot, AI, & removing silo'ed data

Answer Engine Optimisation (AEO) is the practice of making your website's content discoverable, extractable, and citable by AI systems - including ChatGPT, Perplexity, Claude, Google AI Overviews, and Gemini. Unlike traditional SEO, which optimises for position in a list of search results, AEO optimises for inclusion in the AI's synthesised answer. The distinction matters because AI search is binary: you're either part of the answer or you're invisible. There is no page two. Gartner projected that search engine query volume would drop 25% by 2026 due to AI chatbots. HubSpot's

CRM implementation is the process of planning, configuring, deploying, and embedding a customer relationship management platform across your business. A successful implementation connects your sales, marketing, and service teams around shared data and shared processes — giving every team member a single, trustworthy view of every customer interaction. A failed implementation leaves you with an expensive system that nobody uses, data that nobody trusts, and sales teams who quietly go back to spreadsheets within weeks. The difference between the two outcomes almost never comes

Switching to HubSpot CRM is more than just moving your data; it's a chance to fix long-standing issues like duplicate contacts, outdated pipelines, unused fields, and reports no one trusts. From our experience, the real success isn’t in simply importing data. It’s arriving in HubSpot with a clean, structured, and actionable database. This ensures marketing can segment effectively, sales can forecast with confidence, and service teams can accurately track activities from day one. Here are five ABC strategies to make your migration smoother and avoid common pitfalls.

When I start with a website user-experience (UX) audit, or begin refining the user journey on a new website project, I’m often confronted with walls of content in a dense visual hierarchy. My immediate reaction is deflating. Not because the content is “wrong”, but because it signals how much work will be required to uncover what actually matters. I empathise with the organisations. The stakes feel high, attention spans are shorter, and the competition is relentless. So teams try to include as much information as possible, hoping that something important will catch a prospect’s eye.

Over the years, LinkedIn has evolved far beyond a professional networking platform. Today, it is considered one of the most powerful B2B digital marketing channels for generating high-quality leads and scaling reach into new markets. With many advanced targeting options, first-party data integration (lists or CRM), and AI-driven optimisation, LinkedIn can play a critical role in your ad strategy and should be considered as a channel on every media plan. Success on LinkedIn isn’t about quantity; it's about quality, which means running the right marketing tactics at the right stage of

Almost all marketing teams are drowning in data. From social media engagement and website traffic, to email campaign performance and revenue metrics, the biggest challenge isn’t just collecting information, it’s turning it into actionable insights. This is where HubSpot dashboards can save the day. By consolidating your marketing, service and sales data into consolidated and tailored dashboards, you can monitor performance in real time, optimise

Bad HubSpot Property Design Will Ruin Your Automations Most HubSpot automations don’t break because you built a “bad workflow”. They break because the data underneath it is… dodgy. Not always wrong, just unreliable enough that you can’t trust it. And if you can’t trust the data, your automation is basically guessing. And the quickest way to create that kind of mess in HubSpot is sloppy property design. Not “sloppy” like someone did something insane. Sloppy like: you needed to ship something, everyone was busy, nobody wanted to start a

HubSpot has multiple solutions to a vast number of business problems. Depending on your situation, you would need to consider which is the best option for your organisation and the teams within it. When it comes to choosing the correct solution to host multiple entities under one HubSpot roof, you have two main ways to approach this. These two ways would be to purchase additional brands under your existing HubSpot or, more recently, connect your HubSpot portal to already existing HubSpot instances. Who is the new multi-account for?

What Does “None Met” Mean in HubSpot Workflows? Most HubSpot users ignore “none met” until the day a workflow breaks. Then suddenly it becomes very important. I recently came across this exact question on Reddit. Someone asked, “Can someone explain ‘None met’ to me like I’m a toddler?” I jumped into the comments to help clarify. But it got me thinking. If this many people are unsure about what “none met” does, it is probably a commonly misunderstood condition