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With the expansion of AI, it's time to rethink how you market, sell, and support your customers. Insights and strategies this new guide can help your software or IT company drive growth through building meaningful customer connections at scale.

Inventory and Checklist

In order to win in the age of AI, meaningful customer connections are a must. But it’s hard to put your best foot forward if you’re not even sure how far you are on your journey. By completing this checklist, you can not only get a sense of where you currently stand in regards to customer connection, but also know the actionable steps you can take to improve.

Introduction: The Customer Journey is Changing

We are in an immense period of change.

In 2022, HubSpot CEO Yamini Rangan introduced the “Crisis of Disconnection” and pointed to the shifts in consumer behavior, data, and technology as the pain point causing the slowdown of growth that many companies are facing.
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We expect to see a significant shift from traditional methods of searching and clicking to a more interactive and personalized approach on social. Customers will no longer rely on manual searches to find from companies. Instead, they’ll prompt AI systems to provide them with tailored information that precisely matches their specific needs.

We expect to see a significant shift from traditional methods of searching and clicking to a more interactive and personalized approach on social. Customers will no longer rely on manual searches to find information from companies. Instead, they’ll prompt AI systems to provide them with tailored information that precisely matches their specific.

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We expect to see a significant shift from traditional methods of searching and clicking to a more interactive and personalized approach on social. Customers will no longer rely on manual searches to find from companies. Instead, they’ll prompt AI systems to provide them with tailored information that precisely matches their specific needs.

We expect to see a significant shift from traditional methods of searching and clicking to a more interactive and personalized approach on social. Customers will no longer rely on manual searches to find information from companies. Instead, they’ll prompt AI systems to provide them with tailored information that precisely matches their specific.

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This is a section for disruptive text content

We expect to see a significant shift from traditional methods of searching and clicking to a more interactive and personalized approach on social. Customers will no longer rely on manual searches to find information from companies. Instead, they’ll prompt AI systems to provide them with tailored information that precisely matches their specific needs. This shift towards a more personalized and dynamic content experience empowers customers to receive tailored information that precisely matches their specific needs. As a result, the discovery process has become more efficient and meaningful, enhancing the customer journey from the very beginning.

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This is a section for disruptive text content

We expect to see a significant shift from traditional methods of searching and clicking to a more interactive and personalized approach on social. Customers will no longer rely on manual searches to find information from companies. Instead, they’ll prompt AI systems to provide them with tailored information that precisely matches their specific needs. This shift towards a more personalized and dynamic content experience empowers customers to receive tailored information that precisely matches their specific needs. As a result, the discovery process has become more efficient and meaningful, enhancing the customer journey from the very beginning.

Simply put, the traditional strategies companies have used to connect with their customers aren’t working anymore and it’s causing businesses to scramble on their way to growth.


Yamini also told us the solution: customer connection. When HubSpot talks about “customer connection”, we are referring to more than your existing paying customers. We use the term customer connection to refer to your entire market, inclusive of both prospective buyers and customers alike.


More recently, a new factor has been added to the customer connection equation. You’ve seen the news and felt the impact on your own business. With every passing moment, generative AI is dramatically changing the old customer journey in front of our eyes and influencing how companies connect with customers in the process.


The world was already changing with the crisis of disconnection. And now, with the advent of AI, the world is changing even faster.

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With that change comes a wealth of exciting opportunities ahead.


This is the best time to be a go-to-market leader. Yes, change in the world can feel scary at first. But all that means is new ways of achieving meaningful customer connection are emerging, and you get to be on the front lines of thinking through and building those new strategies.

With AI we’ll see more access to intelligence, which will democratize the ability to understand, reason, and drive action with impact.


Most companies will get the AI strategy wrong on their first try. They will start cranking out vast volumes of content rather than focusing on value and focusing only on efficiency and neglecting the opportunity of optimizing for effectiveness. In the end, they’ll make the crisis of disconnection worse.


But you’re not most companies.


You’re going to get it right.


At HubSpot, our goal has always been to help you grow better. Right now that means empowering you to understand the most effective way to connect with your customers at every stage of this new, AI-influenced customer journey. We at HubSpot are obsessed with helping you find ways to connect with your customers and giving you not only the software -- but the strategies and approach to do it.


We decided the best way to offer you advice would be for us to dig into our most treasured source of knowledge -- our own incredibly remarkable customers.


We spent this past year digging deep into what the top 20% of growing HubSpot customers are doing to not only create meaningful customer connections, but harness those connections to drive growth in their businesses.


We call this remarkable group of folks “connectors.”

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  • Embrace an omnichannel approach to connect with customers. Leverage Microsoft messaging and explore the potential of direct mailers to enhance engagement across multiple channels.

  • Prioritize self-service options. Cater to customers who prefer self-education and desire greater control over their experience, and empower them to find solutions independently.

  • Cultivate personalized communication strategies by adapting to customers’ preferred communication channels and methods. Ensure a tailored and seamless experience that fosters stronger connections.