HubSpot has become the first CRM provider to push data from its applications into ChatGPT.
With a new connector, the provider enables customers to run deep research queries against that data in “just a few clicks”.
For example, one of its 250,000+ customers could consider all the new contacts added to its HubSpot CRM within the past 90 days. It may then bring that data into ChatGPT.
From there, the business could prompt ChatGPT to search for patterns in that data, breaking those down by persona, industry, lead source, and more.
These customers could then take insights back into HubSpot and refine their targeting strategies.
Dharmesh Shah, Founder & CTO of HubSpot, shared this use case as part of a LinkedIn post. Yet, he stressed that there are many more sophisticated analytics projects CX leaders may run via the familiar ChatGPT interface.
As part of his post, Shah – who is also developing an agentic AI platform for HubSpot - described the news as a "big day in HubSpot history." He continued:
The results are just amazing. ChatGPT + data from the unified HubSpot customer database is a match made in heaven.
While Shah is perhaps more than a little biased, all customer experience teams using HubSpot could benefit from the connector, which requires no coding to install.
As another example, a customer service team could pull contact volume data into the large language model (LLM) to forecast staffing needs.
Meanwhile, sales teams could analyze data to spot and prioritize new opportunities within targeted accounts by segmenting them via revenue, sector, and tech stack.
Finally, consider customer success. A success team could isolate active accounts with growth potential and, again with the help of ChatGPT, generate target plays to re-engage them.
All these teams on HubSpot may leverage the connector as long as they have a paid ChatGPT plan.
