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.
Think about how far the internet has come in a few decades. Each phase has opened up new possibilities and transformed the way we live and interact:
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.”
