How AI in HubSpot boosts your growth, Robert Bråkenhielm CEO, Resultify

Wilma Eriksson: [00:00:00] Hi, you have tuned into Fail and Grow is an operational, uh, podcast. Opics fail and grow is for you who wanna increase your revenue and become more profitable by listen, learning and laughing by world class leader within opics. We're not just full of knowledge, but also humble enough to share their fuck ups on what they've learned from it.

Your host is Nima and one of the co-founders and the CEO of VQ configure. Price quote, which of course is similarly integrated to your cm. We are all about CM adoption and we love to reduce the errors that actually occurs when using a spreadsheet for a quoting. So we do not like that. We love to increase the revenue and the ROI for the CM instead, but enough about that.

Today's uh, expert is a guy with a very innovative mind, a really. Go-getter personality, and he's super, super wrestle driven. Uh, his name is Robert Ian, y he's founder and the CEO of solidify. So in short, short about Robert, he's a [00:01:00] very, I would say, tech nerd guy. Built over 15,000 websites.

Robert: 7,000 actually Wilma.

Seven. Oh, 17,000. Yeah. Yes. For one client I built 2000 website.

Wilma Eriksson: Wow. That's insane. Yeah. You hear. Uh, so driven and been founded like 13 companies, so obviously knows a lot about failing and growing, and I love to do the bragging about the ultify. So robot's soon gonna enter the podcast. So Ultify actually managed to, uh, be a part the global.

Top 20 HubSpot Partners of the year and the customer first. Where like, where the customer's, uh, voice is heard. They're on 15 place. So Robert, you're obviously an expert on serum onboardings and integrations with that strong tech background of yours. Warmly, welcome to Failing Row.

Robert: Thank you, Wilma. Very nice being here.

It's a pleasure. It's a pleasure.

Wilma Eriksson: So who are you, if you were to describe yourself and also of course, ultify, [00:02:00]

Robert: I think you described this really well, but, um, except that I think, uh, I'm very curious. Um, I'm super opportunistic. Um, uh, hence a lot of fails. Um, but, um. I fail fast. Um, I work too much. Um, I'm super passionate around, around what I do and I think, um, and I found HubSpot a little bit, fell in love.

Um, I. Yeah, so that's me. Too much HubSpot, too opportunistic.

Wilma Eriksson: Yeah. But, uh, you're, yeah, with all the, uh, we, we had a, a quick before chat or if I want, can express it that way, and you were like, yeah, but so, so many fuck ups. Yeah. That's why you're here. And

Robert: it's called foreplay.

Wilma Eriksson: Yeah, yeah. Yeah. Thank you. And this is true, this is an Off the Work podcast, so we can have some, uh, laughters around it.

It doesn't, it doesn't have to be super strict all the time because to me then it gets boring.

Robert: You know me, I'm not so [00:03:00] strict.

Wilma Eriksson: No, no, no, no. That's why I like you. Yeah. Okay. So ultify them. Uh, tell me a little bit of ultify, obviously niched in HubSpot.

Robert: Yeah. Uh, me and, um, a co-founder Frederick, founded Tify.

13 years ago, I think, um, because I was really bored of building all of these websites actually at that point built like 5,000 and we were thinking there needs to be something more than just building websites. So we were very eager to create results. And the main idea from result from the beginning was that you were supposed to.

For the money for hiring one person, you should get a whole team. That was the main idea. And we also had this vision of taking result based payment. So I think I still have some clients where we actually charge based on performance. Uh, but that was the main idea. So, uh, some of our initial clients was like 30%.

Cut from what we, [00:04:00] uh, created for them. Um, wow. And we, we did that by measuring touch points on the websites, um, and setting up value on that. And then we charged the client depending on what we increased. Mm-hmm. It's a very interesting idea, but super complicated. So, yeah, for sure that, that was the initial, um, idea with Ultify.

Uh, and on that journey, four years ago I found HubSpot. 'cause I actually need the CRM myself. So I implemented HubSpot and was like. Oh, it's an okay CRM quite good. Um, but I was not, um, I was not stunned, but then when I implemented the service hub and I really saw, okay, now I can see sales and service together, and then the marketing hub and so on, and then I fell in love because the idea with results was always to create results.

And to be able to create results, you need to be able to affect the whole customer journey.

Wilma Eriksson: [00:05:00] Definitely, definitely. And the vision of Ultify. Do we have anything here about the vision or the future of Ultify? So,

Robert: currently the vision is now to become the biggest HubSpot agency in the Nordics. Um, and I have some,

Wilma Eriksson: I

Robert: think, um, really cool ways of doing that.

Um, that we will be launched in one or two months, something you wanna share. Uh, but in a couple of weeks you will see maybe a sub-brand coming out from result five. Which has another twist. Mm-hmm. So that will actually be a lead machine for Ultify and my hang arounds.

Wilma Eriksson: Mm. Okay. Interesting. And your hang arounds, I mean, you can always tell the question.

Robert: Yeah. But, uh, uh, so I'm, I'm thinking about forming an alliance of some, uh, HubSpot agencies, uh, to start working together.

Wilma Eriksson: Interesting, interesting times ahead.

Robert: Yeah, super interesting. And I think this idea that I invented, uh, the lead machine I invented a couple of weeks ago and [00:06:00] I just decided let's run with it first as hell.

Uh, so it'll actually be launched in one week. Uh, so I have booked the people that will sell it. I don't have the offering done yet. I don't have the. The processes. I started a new company. I invented a new brand. Nothing is done, but I have exactly one week to fix it. So I'm working every night to finalize this.

Wilma Eriksson: And when we are recording, it's the 23rd of January. So then everyone's listening now, then it's out. Then it's out. Yeah. Okay. Very exciting. Thank you for sharing. Yeah. And now I'm very curious. We have had after work together, or actually several at Inbound. Yeah. Uh, but I don't recall. Uh, and I don't know if you actually, uh, then were drinking your favorite after work drink.

So if we,

Robert: I, I was actually drinking it. And you even tasted you were? Yes,

Wilma Eriksson: I did. Ah, I did Mar [00:07:00]

Robert: no, it was not. Yeah, it was, it was a margarita. Sorry.

Wilma Eriksson: I know I tasted a margarita though. Yeah. It was some, uh, special margarita.

Robert: Yeah, it was frozen Margarita. It was, it

Wilma Eriksson: was frozen. Margarita.

Robert: No, that's not my favorite drink.

My favorite drink is not so creative. But anyway, my favorite drink, winter, summer, always gin and tonic. That's a

Wilma Eriksson: classic. That's a classic. Super

Robert: classic. And if you read the Hitchhiker Guide to the Galaxy, you know that Gin and Tonic?

Wilma Eriksson: Mm-hmm. Haven't read it yet. Okay. Okay.

Robert: Yeah. Then you need to read The Hitchhiker Guide to Galaxy.

I do classic, fantastic. Uh, book you laugh, you love for several hours.

Wilma Eriksson: That is great. I actually love reading books. I'm a true, uh, I, you know, the nerd in school, that was me. Ah, that would be very, very, very kind of you. Uh, I love reading books, so yourself. Forget to do it sometimes, and then, you know, you're off.

Like,

Robert: but it, it's the most crazy book. [00:08:00] Uh uh. Yeah. You, you will just laugh. Like, uh, I love, yeah. Yeah. You need to read it.

Wilma Eriksson: Everyone is more loved in life. Uh, great. Thank you. Looking forward to that. And also to, uh, share a gin and tonic with you. It's actually one of my favorite strings as well. Yeah. Very soon when I'm not pregnant anymore.

Thank God. March. Correct? Yeah. Uh, so next question. Your funniest work related fuck up that you wanna share. And I can actually imagine that you have several.

Robert: I had several, but they're not, um, for any, since you

Wilma Eriksson: fail fast, nothing else there since you fail fast.

Robert: Um, I had this really immature, um. Ritual for employing people.

Mm. Um, when I was, I still almost have it, but, so it's almost not allowed. So, so I forced every new employee to drink something called a flat liner.

Wilma Eriksson: Oh.

Robert: And it's a Tequila, Tabasco and Sambuca. And then I thought I was [00:09:00] really funny at one dinner after work with, um, some guys and I was like pushing one guy really hard and he puked all over the table.

And that was not, that was not, then I realized that this, that this is super immature. I need to stop this. Um,

Wilma Eriksson: employer of the year

Robert: award. No. Uh, no. Really not. That's crazy. Um, that was really stupid. But, uh, once I were supposed to employ one, uh, CEO, um, a woman, um, and I said, oh, we need to drink flat line.

And she goes, bring it on. And she put up four of them and just

Wilma Eriksson: what?

Robert: Yeah, a lot. Amazing woman. A lot.

Wilma Eriksson: Was she from Finland or something?

Robert: Polish.

Wilma Eriksson: Okay.

Robert: So we hired her there.

Wilma Eriksson: I met, uh, I met a woman yesterday also present in the SaaS, uh, SaaS base. [00:10:00] And she has just hired, um, another, uh, quite senior person in marketing role. And she was like, yeah, this, uh, this impressive woman. She speaks five languages. So I was like, I don't care what you do, as if you speak five. Languages. So some of us, we need four flatliners and others want five languages fluent and mm-hmm.

Yeah. Maybe there are other criteria, uh, elsewhere.

Robert: Yeah. I was, um, I wa was in Dublin the other day and I have this new Victor. You met him? Mm-hmm.

Wilma Eriksson: Yeah.

Robert: He's new and he is always, uh, he's a little bit younger, little bit bigger than me. I was like, now I, now I'm going to show you whose boss. Um, so very true.

We were sitting and no sitting in a bar. It's like order 20 tequilas after Crazy. We, we, after we drank, like one, uh, long Island Iced Tea, one y tonic, uh, one Ya Meister. And one samka, okay. We ordered 20 telos.

Wilma Eriksson: Did you have a good uh, good evening together? [00:11:00]

Robert: Didn't end well for me, actually.

Wilma Eriksson: That is

Robert: hilarious. Yeah. Super immature actually.

Wilma Eriksson: Yeah, you're a funny guy, but I love that you're just so open with the fuck. I mean, everyone does them. Maybe not. Uh, just together with alcohol, but, uh, I think the most of us has been Yeah, a bit. Uh, well in both sense. Fucked up.

Robert: It's very immature.

Wilma Eriksson: Okay. Moving on from that to something. One would say, uh, is quite immature, but I know that you're a true passion nerd about this. Mm-hmm. Uh, and it's operational excellence by AI in HubSpot where you, it feels like you, you talk a lot about your passion, uh, towards HubSpot and feels like maybe the strongest passion, as I've seen it, uh, is regular in the ai.

Could you just give us some like overall perspective AI and HubSpot, uh, and [00:12:00] then we can nerd down.

Robert: I mean, everybody's talking about AI nowadays, and there are so many AI tools and yada yada, um, and they're super cool on itself. But I think HubSpot made a, and i, I had a lot of talks around this, but it's actually evolving so fast.

Mm-hmm. So it's a very interesting topic to, to revisit it. Um, but I think HubSpot's approach to AI has been. Um, they try to make it easy. It should just, just be integrated. They integrate, I think more than 20 different ais into HubSpot as a tool. So it can both generate images, texts, um, do some conclusions.

A lot of different ais good at really, uh, special things and it's all around in the product, which is super interesting. So. Today I had, I was sitting down with Christine, one of our employees, and we were showing for some students the blog generation too. And [00:13:00] today when we showed it, it was generating a blog.

It had learned how to link to other articles in the CMS. So when it generated the article around. HubSpot, CMS versus WordPress. Yeah. It actually linked to other, um, other articles that we written on this, uh, subject, which was super cool, like Wow. Um, and it's constantly evolving in a very smart way, so it's more.

Integrated in the tool that I never seen in that. Like that somebody really has a tool then they try to slap on on AI just because they need to have it. But hubs really thought, how can we leverage AI in a good way to, to enrich the tool or help the user? So I think their approach to AI is really cool and we, we have, I think we have seen nothing.

But they're very far ahead as I see it.

Wilma Eriksson: Yeah. And I've seen some of it. Uh, I'm also very [00:14:00] impressed. And could you, I mean, you, you said they're like approximately 20 different. Mm-hmm. But if we take the top three or the top five, maybe use cases that you feel most companies would get the most value of, even though of course it's depending on which road we are in, which department and so forth, but we take the top three, top five, what would you then.

Yeah.

Robert: Yeah. So I think a, a very nice use case that's actually been there for quite a long time now, uh, that I showed the other day, is, um, typically when you're a bigger company and you have a website, it's expensive to have it in just one extra language. Uh, then HubSpot's AI actually can automate the translation to any language by click over button.

So. That process to create the page, cut it out, uh, into a document, send it to a translation agency, get it back, pay for it, and put it back into the system. It's like a lot [00:15:00] of money. You can do it one click and you, because you need to cut out the header, the text, the next header separately, and you get everything in place.

On click, on the click on a button. I think it's. It's a really cool, cool. That is crazy. Yeah.

Wilma Eriksson: Yeah.

Robert: Uh, and it's included in the license, which is insane.

Wilma Eriksson: Hmm. And what license then, to be specific? Is it some Yeah, I am. Uh, is this that a hub or what License it or licenses, sorry.

Robert: It's in Content Hub, so if you have the CMS, uh, yeah, it's included.

CMS Pro, it's included. So it's, uh, that I think is crazy than for sure. The, the. The content generation where, where it actually starts with generating like a blog post. Um, yeah. Um, they, they have really refined use case for that. So if you, if you, you, you say what you want the blog post about and then also the key word and the market, you are optimized.

And this is a very. [00:16:00] Cool thing that they did. So, okay. The blog post that you can do in chat dt, but then the keyword and then the market. Mm-hmm. Um, and then when you say they start thinking about that, that actually does keyword look up first. So it checks how many searches on this phrase and recommend you how to position it in in that market.

And then it generates an outline of the article where you can restructure it and take away parts or add talking points. And then it generates article. Mm-hmm. So you are in extreme control and it takes into account what you added into the brand voice. So where you define your services, your right. Um, ICP, you go to market strategy, so it generates the content out of that.

It's, it's amazing. And then you, the next use case is that you need to market that article. So you put it into the remixer and get out a social media post a newsletter. And they are [00:17:00] like done, and then you can just publish. So it's like you basically do an article in 10 minutes and all of the marketing around it in another 10 minutes.

Wilma Eriksson: Interesting. Is this connected to a hub? I just try to, I mean, I'm a new HubSpot user myself, so it's a little bit hard navigate sometimes.

Robert: All of this is content hub, but then if you want a social media posting, it's marketing app. Okay.

Wilma Eriksson: And then we have, uh, maybe the realistic people. Or the people that, I wouldn't say not that innovative, but maybe more skeptical mind that says that.

Yeah. But if AI, uh, writes our content, then Google will know and we will be lower ranked. Mm-hmm. There's something I quite often hear, what uh, what do we say? Not to them, but what do you That's

Robert: most Google shit, what I read, Google will always look, uh, or any engine now because now Google is actually disappearing.

It's actually, you go to the. Chat upt and ask the question, and then [00:18:00] they, they Google and put it together for you. So, right. All of this, as long as the content is good, makes sense. Uh, and it's like for a person has some value, you will, um, there is no way of. Any machine to see that this is generated. If a human can see that it's generated like this, you can see it sometimes that it's generated, but if it, yeah, I understand.

If you clean that out now Google wants to speak to me. Google understands it'll clean that out and make a proper article out of it. Um, it'll not, it'll not know. Okay. And, um, you should think like, okay, that you should produce a valuable content. So it's not, you cannot just let an AI machine create a content and then just push it out.

You need to read it through, ensure that it has a value for the end user, and then you're good.

Wilma Eriksson: Okay? Because I agree with that. Sometimes when, um, I mostly [00:19:00] actually use chat for studying English because I'm. Not super fluent in English, unfortunately. Uh, but then sometimes I ask them to like write something, a longer text, and then I could see like, yeah, but it's, it's good, but it's, uh, uh, it's, it's, it is ai, you know, generated.

So if I can see that sense and then I go in and fix the details and maybe set a tonality bit to something else or whatever. Mm-hmm. Um. And then I'm satisfied with it. Then you say that, then Google, uh, would agree with me then. Then it's good. If this is good, then it should be good for someone. Then of course, if it's

Robert: exactly, because if, if it's, if there were a possibility for, for Google or somebody to see that it's any ai, android, somebody writing like that, a, I would then be punished, even if it was a human.

So it's not really true, but it writes in a specific way. But you can ask. Most of the AI is to change the tone and it'll do that, but HubSpot has another approach to it. So you [00:20:00] actually. Uh, push in article or text, uh, into something called brand voice, and then it'll analyze that

Wilma Eriksson: right to

Robert: mimic your brand voice, which is also really cool.

Wilma Eriksson: So like if you have a, a prompt and own, uh, AI or shachi PT licenses with, with your tone tonality, that is what HubSpot are doing for you before they done create.

Robert: Exactly. And HubSpot is using something called Depot, which is one of the best. Text generators as I read. Yeah, so it's really interesting, really good, but you need to read it through and need to correct it.

You need to ensure that it's actually relevant, so you should see. Uh, you should see that you co-create together with, uh, ai. Not like just, and I think now when AI came for generating text, people became really sloppy in prompting them. So we just generate some text. Mm-hmm. And then it comes out really stupid because you don't give, gave it enough instructions.

Wilma Eriksson: It's like a colleague, they have to [00:21:00] have clear instructions.

Robert: Yeah. I think they, it was, I think even it was, HubSpot has said it, you should see you co-create with ai. I think that's smart.

Wilma Eriksson: They're very smart. Do we have, I know we have more what's next on list use cases of AI in HubSpot?

Robert: Yeah. Uh, I've seen, uh, a on something called, um, prospect agent that I think will be really cool when it comes out, where actually HubSpot reads through your meetings, your email conversation with, um.

Clients or old clients and then automatically generates mail to try to pick up the conversation again. Mm-hmm. So you pushing in a couple of contacts in this machine, and then in the morning when you wake up, it automatically generated three or four emails that you just press send. And that's really, really cool.

Wilma Eriksson: That's really cool.

Robert: So, and I think that is released soon in English, but soon in more languages. And [00:22:00] that will be a game changer.

Wilma Eriksson: Is that a top three or should we add like top five? So two more. We don't wanna limitate. No, I

Robert: think top three is enough. I mean, there is, uh, small AI things everywhere, so,

Wilma Eriksson: mm. And what would you say the most asked for, uh, when you're in dialogue with customers and prospects and so forth?

Uh, or by all means, people working at HubSpot. Mm-hmm. The most asked for ai, uh, I don't know gonna say feature, but the AI thing. What is the most asked for?

Robert: To be honest, I think most clients don't realize that AI can do a lot of things. I, I think the problem now is that. Clients and people using HubSpot don't, doesn't even know that, that it's there or even turned it on.

Um, so where I can see that they usually start is with a copilot where you can actually have, like, have a proper discussion with, with HubSpot, then ask it to do things for you. So. Uh, usage that I actually see for [00:23:00] from clients is that they think something is really complicated. So like, have you tried building a report you have, uh, in HubSpot and it's, it can be really complicated if you need several sources and something on that axis and something on that axis.

And it's complicated because you have so much data, so you can actually go internet, make me a report that does this based on quarterly, blah, blah, blah. And it'll do it,

Wilma Eriksson: which is, wow, you showed me this.

Robert: Yeah. I showed you. Building a workflow, I think, um, which is also is really cool

Wilma Eriksson: from my point of view.

I'm mm-hmm. Very curious to see your point on this. Mm-hmm. It's like, uh, when we see, uh, RFP or list of requirements mm-hmm. And then I ask us, um, uh, how, uh, how have you implemented AI in your CPQ tool? Uh, and my first thought is, is that this is not that humble, but, but soon it's out there. They're like, Hmm, uh, yeah, of course.

And CPQ tool, any SaaS tool should have [00:24:00] AI that is like, uh, a hundred percent. But, uh, dear Pro, prospect, uh, you have no idea today what version of your spreadsheet that is currently using by, uh, sales Rep 78 out. You know? Yeah. So then moving on to AI is a big step forward. Yeah, yeah, yeah. So when you get the question, it's more like, uh, yeah.

And then we have the thing about GDPR, are you GDPR compliant? You know, we got it in 2000, I don't know, remember the years, you know, when we were like, yes. And then they didn't ask anymore because no one really knew. Mm-hmm. Um, that is to me, like where the maturity is, when it should actually put a requirement, which is.

Which you should do when you are implementing a new tool. Yeah. What's your thoughts about this? Is do, do you agree with me or Please don't tell me I'm wrong. I agree

Robert: with you, but it's a very strange request, I think, because it's very unspecific to ask if you have implemented [00:25:00] AI in your tool. Um. Please, please tell how, what's the real requirement?

It's not just, I mean, AI in itself has no point. Mm-hmm. Um, and what I, what I'm lacking from the AI implementation and tools and everything is like, please do things for me. Hmm. Like, what? Why are, but now it's coming. I, I read, but like, okay. I understand that you can write the emails and you can answer sheet if I posted in, but please go through my Facebook tell me that I need to re call my sister because she has a birthday.

Please do it for me. Um, or yeah, go through my mails and then collect the ones I need to answer. Actually HubSpot does that now, um, which is really nice, like start doing things for me.

Wilma Eriksson: So, uh, talking about that in your, uh, day-to-day work life. Uh. How, give us a couple examples that AI helps you [00:26:00] and that have you implement, and if you like, if it's other tools, then HubSpot, please mention them so we can learn and get better and more efficient.

Robert: Yeah. To be honest, I'm not super good at, uh, I must playing around with AI to be honest. Mm-hmm. But I had a real good use case yesterday. Um, okay. The tools in HubSpot we use. Properly and we generate articles and, and, um, cater or shake them and like publish them and use that, that machine. Mm-hmm. But yesterday I had a use case where I.

We were supposed to write the contract with a client and I needed some terms and conditions around one of our services. So I actually just uploaded the description of the service, which was like 20 slides in A PDF, uh, to, um, shat the premium version. And I said, please generate terms and condition. And it generates the.

30 bullet points with thumb [00:27:00] and condition, they needed to adjust two of them. It was like perfect. I was like, wow, that would've taken me a day. Yeah. And I would probably call a lawyer, but now that was amazing. Like it was spot on. It was like read through my whole presentation, all my rules and put together terms and condition based on that.

But I think I'm, I'm like many. I. There where I'm trying to remind myself that they, uh, exist.

Wilma Eriksson: Right. I think you're too humble on this point because I know that you use a great tool for meeting recordings and summarization.

Robert: Dating, dating,

Wilma Eriksson: dating. That wasn't the one I had in mind, but yeah. That would be really good actually.

Yeah. Uh, I met my future husband on Tinder looking forward, but we're sticking, we're trying to stick now to work. Uh, yeah. Uh, boring work topics, but this isn't actually a very good one. So the meeting recorder that you use, why [00:28:00] do you use it and what is it and what's the benefit of it, would you say?

Robert: So, yeah.

First of all, the, the, the biggest benefit that I actually didn't realize from the beginning was that I actually can focus on the meeting. So when I'm, I'm, when I'm comfortable that the, the note taker takes notes, yeah. I can actually focus on the client and what we are discussing, what we are trying to achieve.

Which is great. Um, and then the note taker pushes the data into HubSpot, so it feeds HubSpot's data, AI engine. Um, so when it reads through notes and stuff like that, it actually has a better. Uh, idea or what I'm trying to achieve with the client. Um, so that, that I would say is the biggest benefit. Like that I can focus on the meeting and of course I can do more meetings than before.

Yeah. Um, and always have the notes because I'm not super good at multitasking. Um. So either I [00:29:00] need to pause and try to take notes, or I needed to bring in a colleague to the meeting, and then that's a cost. Um, and then depending on who's the college, it's good or bad notes. Um, yeah. So you wrote three bullet points.

We discussed the three hours. You're fired, you're

Wilma Eriksson: fired. You should me see my notes. I, uh, I'm, I'm actually just the opposite. People are, uh, people are quite often like impressed over me taking notes when I have meetings. Mm-hmm. But, uh, I'm gonna tell you a secret now. Mm-hmm. And I said, if I don't do it, uh, I stop, listen.

Okay. I don't, I don't get too bored. It's just that I've have a hard time concentrate if I don't do it. Mm-hmm. So when I do it, it's like more I'm reflecting when I'm writing things down. Okay. But you can imagine how it looks like, I wish it would, would be like three bullet points. Like Wilma, this was, I.

The most important things. Mm-hmm. Because my summarization is like novel that no one reads with

Robert: is a proper transcription. [00:30:00] Everything. Yeah.

Wilma Eriksson: Yeah. With my language, with all shortens. Okay. But, uh, Robert know and

Robert: looked at the other way

Wilma Eriksson: almost, you know, almost, uh, that is the trickiest part for me to recording podcast.

Uh, not that I'm taking notes at the same time. Do you wanna mention it?

Robert: It's called Fatto. Um, so, um, yeah, I'm super happy with it

Wilma Eriksson: and I can just say all the Techiest people I met uses this and seem to be very, very happy with it. Mm-hmm. Great. Okay, so then we have Shahi, PT, enterprise, uh, licensee. We have ham needless say HubSpot, ai.

Um. If you're not so humble, do you use anything else that you wanna share? That's good.

Robert: I, I'm, uh, playing around with companies, something called Sun, not just for laughs. You make music in it that's really funny. Actually. Ah, suno com. You can do any type of music in any language, so if you want surprise your spouse or, uh oh, your.

Tinder. [00:31:00] You can do a, yeah, you can. You can also to write the song and then you paste it into there, and then you have a disco thing That's super cool.

Wilma Eriksson: Really,

Robert: I, I will start using something called Hagen, where you actually can make an avatar. Look and speak as you in any language. Uh, I will use it for outreach.

Um mm-hmm. So what I'm trying to achieve is that you sign up on a form inify.com or essay, and then five minutes later you had a personal video from me greeting you and say, I am excited to meet you.

Wilma Eriksson: That's nice.

Robert: But, um, I'm working on that.

Wilma Eriksson: Yeah. Okay. And is something last part, we are gonna like wrap around, uh, the operational excellence by AI and HubSpot.

Uh, something you wanna add that we haven't addressed or yet?

Robert: Yeah, I will, I will just say that don't be afraid. Experiment. Be curious, be out there. [00:32:00] I mean the world is changing rapidly. The only way to handle that is to embrace support.

Wilma Eriksson: I do this LinkedIn, you know, like thing, support thing.

Robert: Yeah. Embrace.

That's embrace. Um, I think that's very good. If you start saying. Stuff being afraid or I don't want to do that. You are gone.

Wilma Eriksson: Agreed. Agreed. Therefore, uh, I really see as a go-getter personality, and that's inspiring to me at least. And when, uh, inspiring to you. About AI for HubSpot, I assume you go to some knowledge base thingy on HubSpot or where when you are like, I wanna learn the newest stuff about AI in HubSpot, where do you go?

Yeah.

Robert: There is a guy called Kyle that is posting a lot of interesting things on LinkedIn around that. Mm-hmm. But then you can go. In HubSpot, they have, uh, a small tab code product updates, and they actually can see all the betas and what they do. Uh, and [00:33:00] usually I go in there and like, wow, now you can do this and that and that.

So you can turn it on for your hub. You can try it out. Uh. And that's, I, I do sometimes when sitting late in the evenings, just playing around with that sounds very tragic, but, but it's true. No, it doesn't.

Wilma Eriksson: We are all nerds by heart on different stuff. Yeah. We have all our developers during the holidays over the Christmas, you know?

Yeah. I was, uh, programming pro pro programming. I was like, yeah, of course you were.

Robert: What else? You know. That's cool. Our CTO built, um, he was deep into Tinder at one point and he built a bot called Cinderella, uh, so it could actually Tinder for him in Swedish, Danish, Ukrainian, and German. So one day when we were, uh, going to a meeting in Denmark.

We were talking to this client and then we were supposed to go home. He said, no, I'm staying here because Cinderella booked a meeting for me. [00:34:00] So that bot was talking in the background on Tinder with girls, and then checked his calendar and then when he was a free slot, booked it in there.

Wilma Eriksson: That is crazy. I, I just, uh, you know, when you, uh, meeting up the person that Cinderella scheduled a call with, booked a meeting with, it's like, yeah, but I don't know your language, so let's take up Google AI language, you know, the translator, you know, but whatever works, you know, whatever else you vote.

Robert: Yeah, exactly. But that's typically nerdy CTO stuff.

Wilma Eriksson: Definitely. Definitely. Okay, now it's your turn to wing. An answer to an earlier podcast. Uh, uh, has a recorded, uh, question for you.

I. I work with Sales Collective in Finland and uh, a couple of other companies on the background. [00:35:00] But my business related question to the next guest is that what do you do when times get tough? So there's a bit of a economic downturn and there's a bit of. There's a war going on and there was a covid and there's this and there's that, and it's get, selling gets harder and everything gets harder, but it's not purely sales related.

What do you do from a business kind of strategy perspective when times get really tough? Do you cut costs? Do you cut marketing? Do you cut sales? Do you put more money into all of those? What do you do when. Going it hard,

Robert: I think, um, he's right. Um, and typically here it's, um, the culture of course, uh, evolves a lot around me and my passion, but I'm trying to find more people that has the same passion culture to, to build that culture.

So I think it's super important, if that was the question, I think that's how you get people to be passionate about what they do to do that little extra. [00:36:00] To create a really dynamic culture. It's, uh, super important. Um, and

Wilma Eriksson: when growing and changing is something that you are like, I don't know, planning to change, that is not really my question, but do you see that it will be trickier to keep the culture while growing?

And do you have an ideas to keep it

Robert: of of, of course, it's trickier to keep the culture while growing and I had some external. CEOs, um

Wilma Eriksson: mm-hmm.

Robert: That maybe didn't drive the same culture as I wanted it to become a little bit of a clash. So I think, um, right. That's something when we are continue growing now because we are in a quite a big growing phase right now, or, or steep growing phase, I think that's something to think about And,

Wilma Eriksson: Hmm.

Robert: The way I'm going to work with it is to continue hiring people that has the same mentalities, um, ideas, passion, um, as the culture is in here, if you, if that makes sense. Right. Um, yeah. [00:37:00] Um, um, but currently we are a little bit unstructured. Uh, so I think it's time for structure. I just had an interview with, uh, a potential new employee and I.

You should know that this drives, yeah, I'm driving this and I'm not so structured. It was, it's okay. It's okay. But that's also, it's also culture because we have a very flat organization where

Wilma Eriksson: mm-hmm. Yeah.

Robert: People say and do what they want. And so I think not having a superstructure is also a, a way of having a culture, because everybody here takes huge responsibility.

It's very driven. Around results and takes responsibility towards clients and stuff like that. And that comes out of a culture where everybody's a little bit the boss.

Wilma Eriksson: Yeah. I think about, I actually, uh, I didn't know that he was talking about this question otherwise I maybe would've, wouldn't have chosen this [00:38:00] question because he addressing a SaaS company, but, and his name is Tim Ila.

Huh? He was previously a employee at Little Marketing Technologist and now he runs the Min Collective. If you say so in finish, probably not. No. Yeah. Um, and I was like thinking about our persona here at Vox Q. So because we're working with ICP for the customers and it's quite then, uh, yeah, for me it was like translated into, but how is our persona if you're employed here mm-hmm.

Um, and, and you need to,

Robert: you need to endure Wilma that forgets to book the tickets to,

Wilma Eriksson: yeah.

I'm, but I don't have any tickets. Well, it worked. It was a super, super, super friendly guy. HubSpot helped me in, and for him it was like all natural. He was like, yeah, yeah. It derives people here without the tickets. So of course we'll just solve for it.

Robert: I mean, I'm super, I impressive both of you succeeded in coming in, but also that you dare to go [00:39:00] on a flight without the ticket, so and so is that the culture in SQ?

Wilma Eriksson: No, but I would say maybe partly, but what we are, every one of us is now very solution driven. There is to say like people have a background, often have been working at, you know, at restaurants or similar where you are very used to just. Get dirty, if you will, to dig in. It's like, oh, this was a new thing. I have to dig in.

Oh, this was a new thing. I dig in. And the, the people that aren't that, like extroverts that are introverts, then they become like that on the, uh, if you look at the tasks, they start digging in without the guidance because that is what we need now being like 10 people. So I think that is like a persona of us.

Yeah.

Robert: Yeah. And, and digging in is, is really something that I have a. I, you can see me go in and like do things in people hubs, and when I talk to customers and I, I will fix it. I will fix it. [00:40:00] Uh, right. Which I think is, uh, a mentality I really want to have as a culture. Like, okay, but don't do it yourself. If you can't do it yourself, learn how to do it.

Do it yourself. Yeah. So much faster sometimes.

Wilma Eriksson: Yeah. Agreed. Okay, we're gonna wrap this up. Love recording with you, Robert. It's really, really, really joyful. So, the last part, where do we have it? In my podcast Playbook. We have it here. Uh, three questions. First, what are your main challenges in your business right now, problem that you're addressing?

We'll, talked a little bit about it, but if you wanna frame it,

Robert: finding people.

Wilma Eriksson: Always tricky. And that is the most important challenge currently, you feel?

Robert: Yeah, and maybe, uh, finding somebody that I will not fire. That can be my boss.

Wilma Eriksson: Good luck with that.

Robert: Yeah. Good luck with that. I

Wilma Eriksson: wouldn't apply, but I wouldn't want my role either and I wouldn't certain not want me as an employee, but, uh, uh What roles are, are you looking for?

Robert: Currently I'm looking for [00:41:00] more like HubSpot expert. That means like broad knowledge of HubSpot that, um, we usually set like a customer responsible towards the client. Mm-hmm. Um, so that I'm looking for, and then we are focusing on building the marketing offering. So Sam, zoom people. Mm. Um. But they need to know also a little bit hotpot.

So that's tricky to find those.

Wilma Eriksson: It's tricky to find.

Robert: Yeah.

Wilma Eriksson: And the CEO.

Robert: Yeah. Yeah. And CEO also. So if somebody wants to. To work as my boss, please send in your cv.

Wilma Eriksson: Yeah, that's great. Actually, I have been like a matchmaker. I had a guest that was open, like up for grabs. Yeah. And she wants to become the, oh, I don't know, know her role exactly, but she ensures all the delivery at Clear.

So that was a great match because they're seeing, it'll not be

Robert: structured. It'll definitely be an adventure.

Wilma Eriksson: Great. Hmm. And [00:42:00] who else would you like me to invite to fail and grow? Maybe someone you wanna listen to yourself.

Robert: Yeah. Kyle. Kyle. Yeah. HubSpot. Kyle Jepson. Kyle Jepson.

Wilma Eriksson: Thank you, Kyle. We love to have you on the show.

And now I'm not pregnant. We're drinking. I mean recent amount of tonic. Yeah. Uh, preferably maybe in Malmo 'cause I'm heading down there in May. Yeah. Uh, and this songs come up and I know that you are celebrating something great. You are like dancing or super cheerful or whatever. What are we listening to?

Robert: It would be depe mode. Just can't get enough.

Wilma Eriksson: Good choice. Thank you so much Robert. It was a pleasure having you here. Looking forward meeting you. Pleasure

Robert: being around. You always

Wilma Eriksson: take care, Robert.

Robert: Yeah, see you,

Wilma Eriksson: and I just can't get, I just can't get[00:43:00]

fall.

‍