Robert, Resultify

Robert Bråkenhielm (00:00.159)
Wait, we'll start recording.

Wilma (00:01.55)
Okay, everything is recording. Actually recording is high in quality. Great. Okay, then I'll start and you'll probably know when you're going to answer. Let's see where I have it here. Okay. Hi.

You have tuned in to Fail and Grow, it's an operational podcast, OPEX. Fail and Grow is for you who want to increase your revenue and become more profitable by listening, learning and laughing by world-class leaders within OPEX. Who are not just full of knowledge but also humble enough to share their fuck-ups and what they've learned from it. Your host is Nii Wilma, one of the co-founders and the CEO of VLogs Q, Configure Price Quote, which of course is similarly integrated to your CRM. We are all about CRM 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 serum instead. But enough about that. Today's expert is a guy with a very innovative mind, a really go-getter personality and he's super, super result driven. His name is Robert Bråkengjell. He's founder and the CEO of Saltify. So

In short about Robert, he's a very, I would say tech nerdy guy, built over 15,000 websites. He have run 17,000.

Robert Bråkenhielm (01:27.891)
Seven thousand actually, Wilma. Just for one client I built two thousand websites.

Wilma (01:35.43)
Wow, that's insane. hear. 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 Resultify. So Robert's soon going to enter the podcast. So Resultify actually managed to be a part of the global top 20 HubSpot partners of the year. And the customer first where like where the customer's voice is heard there are 15 place. So

Robert, you're obviously an expert on salmon boardings and integrations with that strong Tech background of yours. Warmly welcome to FeelingGrow.

Robert Bråkenhielm (02:14.239)
Thank you Vilma, very nice being here.

Wilma (02:17.122)
It's pleasure, it's a pleasure. So who are you, if you were to describe yourself and also course Resultify?

Robert Bråkenhielm (02:23.731)
I think you described it really well, except that, think I'm very curious. I'm super opportunistic, hence a lot of fails. But I fail fast. I work too much. I'm super passionate around what I do. I think when I found HubSpot, I little bit fell in love.

That's me, too much hubbub, too optimistic.

Wilma (02:53.529)
Nice. That's you. Yeah. But you're, yeah, with all the, we had a quick before chat or if I can express it that way. And you're like, yeah, but so many fuck-ups. Yeah. That's why you're here. And yeah, yeah, yeah. Thank you. And this is true. This is an after work podcast. So we can have like...

Robert Bråkenhielm (03:09.119)
It's foreplay.

Wilma (03:18.206)
I would say a low, a higher. This is an after work podcast so we can have some laughter around it. doesn't have to be super strict all the time because to me then it gets boring. No, no, no, that's why I like you. so, resultify them. Tell me a little bit of resultify. Obviously, niche into HubSpot.

Robert Bråkenhielm (03:30.207)
No, you know me, I'm not so strict.

Robert Bråkenhielm (03:42.867)
Yeah. Me and a co-founder, Fredrik founded Resultify 13 years ago, I think, because I was really bored of building all of these websites. I 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 Resultify 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 payments. So I think I still have some clients where we actually charge based on performance, but that was the main idea. So some of our initial clients was like 30 % cut from what we created for them. And we did that by measuring touch points on the websites and setting up value on that. And then

Wilma (04:19.438)
Hmm.

Wilma (04:25.462)
Interesting.

Wilma (04:35.235)
Wow.

Robert Bråkenhielm (04:42.419)
We charged the client depending on what we increased. So very interesting idea, but super complicated. So that was the initial idea we'd resultify. And on that journey, four years ago, I found HubSpot because I actually needed a CRM myself. So I implemented HubSpot and was like, it's an okay CRM, quite good. But I was not stunned.

Wilma (04:45.934)
Hmm.

Wilma (04:49.634)
Yeah, for sure.

Wilma (04:55.694)
Okay.

Robert Bråkenhielm (05:12.723)
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 Resultify was always to create results and to be able to create results, you need to be able to affect the whole customer journey.

Wilma (05:24.366)
Nice.

Wilma (05:35.288)
Definitely. And the vision of Resultify. Do we have anything here about the vision or the future of Resultify?

Robert Bråkenhielm (05:42.323)
So currently the vision is now to become the biggest HubSpot agency in the Nordics. And I have some, I think, really cool ways of doing that. That we will be launched in one or two months. But in a couple of weeks, you will see maybe a sub brand coming out from Resultify, which has another truth.

Wilma (05:49.518)
it.

Wilma (05:56.546)
Something you want to share?

Wilma (06:05.578)
Mm-hmm. Mm-hmm. Mm-hmm. Okay.

Robert Bråkenhielm (06:08.415)
So that will actually be a lead machine for resultify my hangar rounds. So, yeah.

Wilma (06:13.326)
Okay, interesting. And your hangar rounds? I mean, you can always tell the question, but it's not sure you get it.

Robert Bråkenhielm (06:19.943)
Yeah, but so I'm thinking about forming an alliance of some HubSpot agencies to start working together. But nothing's the things. Yeah, super interesting. And I think this idea that I invented the lead machine I invented a couple of weeks ago, and I just decided let's run with it fast as hell. So it will actually be launched in one week.

Wilma (06:26.99)
Okay. Interesting. Interesting times ahead.

Wilma (06:43.566)
Mm-hmm

Robert Bråkenhielm (06:47.903)
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 (06:48.322)
Wow.

Wilma (06:59.671)
Right?

Wilma (07:05.43)
And when we are recording, it's the 23rd of January. So everyone is listening now, then it's out. Okay, very exciting. Thank you for sharing. And I'm very curious. We have had an after work together, or actually several at Inbound. But I don't recall. And I don't know if you actually then were drinking your favorite after work drink. if we, the next after work we have, you were.

Robert Bråkenhielm (07:08.595)
Dennis out.

Robert Bråkenhielm (07:22.601)
Yep. Yep.

Robert Bråkenhielm (07:32.411)
I was actually drinking it and you even tasted it. No, was not. Yeah, it was. It was a Margherita. Sorry. That's actually not. Yeah, you did. Yeah, it was frozen Margherita. was. 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.

Wilma (07:35.968)
I did. I did. Margarita.

Wilma (07:44.406)
I know I tasted a margarita though. It was some special margarita.

for us.

Wilma (08:00.942)
That's a classic. That's a classic.

Robert Bråkenhielm (08:02.111)
Yeah, super classic. And if you read the Hitchhiker's Guide to the Galaxy, you know that again, Antonik, it's very important. Okay. Yeah. Then you need to read the Hitchhiker's Guide to the Galaxy. Fantastic. Fantastic book. You laugh for several hours.

Wilma (08:08.078)
I haven't read this yet. Okay, very good.

Yeah, I do.

Wilma (08:19.022)
That is great. I actually love reading books. a true nerd in school. That was me. That would be very, very kind of you. I love reading books. I forget to it sometimes and then you're off.

Robert Bråkenhielm (08:26.815)
And then I will buy it for you.

Robert Bråkenhielm (08:38.665)
But it's the most crazy book. You will just laugh. You need to read it.

Wilma (08:45.005)
our love.

Everyone needs more laughter in life. great. Thank you. Looking forward to that. And also to share a unitonic with you. It's actually one of my favorite strings as well. Very soon, when I'm not pregnant anymore. Thank God. After March, correct. So next question. Your funniest work-related fuck-up that you want to share? And I can actually imagine that you have several very funny fuck-ups.

Robert Bråkenhielm (08:55.177)
Yeah.

Yeah, off the mark.

Robert Bråkenhielm (09:11.623)
I have several, but they are not for any... But I had this really immature ritual for employing people when I was still almost heavy, but it's almost not allowed. So I forced every new employee to drink something called a flatliner. And it's tequila, tabasco and some bucke.

Wilma (09:14.39)
Since you fail fast, nothing else there. Since you fail fast.

Wilma (09:24.12)
Hmm?

Wilma (09:31.479)
Okay.

Wilma (09:35.722)
Robert Bråkenhielm (09:41.149)
And then I thought I was really funny at one dinner after work with 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 is super immature. need to stop this. No, really not. So that was really stupid. But.

Wilma (09:58.912)
Employer of the Year award.

Robert Bråkenhielm (10:09.925)
Once I was supposed to employ one CEO, a woman, and I said, we need to drink Flatline. She was bringing it on and she put up four of them and just...

Wilma (10:23.79)
You're left.

Robert Bråkenhielm (10:24.543)
Yeah, Liz a lot. Amazing woman. No, no, super sweet, super cool. So we hire her there.

Wilma (10:26.42)
Is she from Finland or something? Or maybe Polish? Okay, super cool.

Wilma (10:37.038)
I met a woman yesterday, also present in the SaaS space, and she has just hired another quite senior person in marketing role. And she was like, yeah, this impressive woman, speaks five languages. So I was like, I don't care what you do as if you speak five languages. So some of us, need four flatliners and others want five languages fluent.

Yeah, maybe there are other criteria elsewhere.

Robert Bråkenhielm (11:06.975)
I was in Dublin the other day and I have this new Victor, you met him. He's new and he's always a little bit younger, a little bit bigger than me. I was like, now I'm going to show you who's boss. So we were sitting in a bar, it's like order 20 tequilas. After we drank like one Long Island iced tea, one Unotronic,

Wilma (11:12.683)
Mm, yep.

Wilma (11:21.439)
very mature.

Wilma (11:27.726)
Crazy

Robert Bråkenhielm (11:36.911)
one Jägermeister and one Zamooka. We ordered 20 tequilas. But that didn't end well for me actually. yeah, super immature actually.

Wilma (11:39.607)
Okay.

Did you have a good evening together? Was it joyful?

Wilma (11:50.936)
That is hilarious.

Yeah, you're a funny guy, but I love that you're just so open with the fuckers. mean, everyone does them, maybe not just together with alcohol, but I think that most of us has been a little bit, well, in both senses, fucked up when it to alcohol.

Robert Bråkenhielm (12:08.895)
Yeah, no, I'm very immature.

Wilma (12:14.36)
Very immature. Okay, moving on from that to something one would say is quite immature, but I know that you are a true passion nerd about this. And it's operational excellence by AI in HubSpot, where it feels like you talk a lot about your passion towards HubSpot and it feels like maybe the strongest passion, as I've seen it, is regarding the AI. Could you just give us some overall perspective, AI and HubSpot, and then we can nerd on.

Robert Bråkenhielm (12:45.267)
Yeah, I mean, everybody's talking about AI nowadays and there are so many AI tools and yada yada. And they are super cool on itself. But I think HubSpot made a, and I had a lot of talks around this, but it's actually evolving so fast. So it's a very interesting topic to revisit. But I think HubSpot's approach to AI has been, they tried to make it easy. It should just be integrated.

They integrate more than 20 different AIs into HubSpot as a tool. So it can both generate images, text, do some conclusions, a lot of different AIs good at really special things. And it's all around in the product, which is super interesting. So today I was sitting down with Christine, one of our employees, and we were showing for some students the blog generation tool.

Wilma (13:19.022)
Wow.

Robert Bråkenhielm (13:42.811)
And today when we showed 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, it actually linked to other articles that we've written on this subject, which was super cool. Like, wow. And it's constantly evolving in a very smart way. So it's more...

integrated in the tool that I've never seen in that. Like that somebody really has a tool, then they try to slap on some AI just because they need to have it. But Hubstead 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, I think we have seen nothing, but they are very far ahead as I see it.

Wilma (14:16.575)
Interesting. Yeah.

Wilma (14:22.061)
Yeah.

Wilma (14:41.588)
Yeah, and I've seen some of it. I'm also very impressed. And could you, I mean, you said there are like approximately 20 different, 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 role you are in, which department and so forth. But we take the top three or top five, what would you then add?

Robert Bråkenhielm (14:50.015)
All

Robert Bråkenhielm (15:02.419)
Yeah, it's very dependent. Yeah, so I think a very nice use case that's actually been there for quite a long time now and that I showed the other day is typically when you're a bigger company and you have a website, it's expensive to have it in just one extra language. Then HubSpot AI actually can automate the translation to any language by click of a button. So

that process to create the page, cut it out 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 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 the click on the button. I think it's a really cool. Yeah.

Wilma (15:49.901)
Right. Yeah.

Wilma (15:57.528)
That is crazy. Yeah.

Robert Bråkenhielm (15:59.359)
And it's included in the license, which is insane.

Wilma (16:02.638)
Okay. And what license then to be specific? it... Yeah, I am. Is this at an hub or what license is at all licenses? Sorry.

Robert Bråkenhielm (16:05.511)
Yeah, so now you're happy that you choose Webflow.

It's in Content Hub. So if you have the CMS, it's included. CMS Pro, it's included. So that I think is crazy. Then the content generation where it actually starts with generating like a blog post, they have really refined the use case for that. So if you say what you want the blog post about,

Wilma (16:24.846)
for sure.

Robert Bråkenhielm (16:43.631)
And then also the keyword and the market you are optimizing. And this is a very cool thing that they did. So, okay, the blog post that you can do in ChatGPT, but then the keyword and then the market. And then when you say they start thinking about that, actually does keyword look up first. So it checks how many searches on this phrase and recommend you how to position it 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. 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 ICP, you go to market strategy. So it generates the content out of that. It's amazing. And then the next use case is that you

Wilma (17:09.838)
Okay.

Wilma (17:26.73)
Right.

Robert Bråkenhielm (17:39.345)
need to market that article. So you put it into the remixer and get out a social media post, a newsletter and they are 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 (17:43.81)
Mm-hmm.

Wilma (18:01.12)
Interesting. Is this connected to a hub? I just tried to. mean, I'm a new HubSpot user myself. So it's a little bit hard to navigate sometimes. Content Hub.

Robert Bråkenhielm (18:04.53)
Content Hub. All of this is Content Hub, but then if you want the social media posting, it's Marketing Hub.

Wilma (18:13.846)
Okay. And then we have maybe the realistic people or the people that I wouldn't say not that innovative, but maybe we're skeptical mind that says that, yeah, but if AI writes our content, then Google will know and we will be lower ranked. There's something I quite often hear. What do we say not to them, but what do you reason it about this?

Robert Bråkenhielm (18:35.411)
Yeah, that's mostly bullshit what I read. Google will always look or any engine now because now Google is actually disappearing. It's actually you go to the chat GPT and ask the question and then they Google and put it together for you. all of this. So as long as the content is good, makes sense.

Wilma (18:56.936)
Mm. Right.

Robert Bråkenhielm (19:05.439)
And it's like for a person has some value you will There is no way of any machine to see that this is generated if it's not like If it's not you can see that it's generated by a human If a human can see that it's generated like this You can see it sometimes that it's generated, but if you clean that out Now Google wants to speak to me

Wilma (19:09.922)
Mm.

Wilma (19:33.612)
Google understands.

Robert Bråkenhielm (19:34.715)
If you clean that out and make a proper article out of it, it will not know. And you should think like, that you should produce valuable content. So you cannot just let an AI machine create the 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 are good.

Wilma (19:41.634)
Okay.

Wilma (19:59.135)
Okay, because I agree with that sometimes when I mostly actually use ChatKBG for translating to English because I'm not super fluent in English, unfortunately. But then sometimes I ask them to like write something, longer text and then I could see like, yeah, but it's good, but it is AI generated. So if I can see that sense and then I go in and fix the details and maybe set the tonality a bit.

Robert Bråkenhielm (20:09.107)
Yeah.

Robert Bråkenhielm (20:21.705)
Yeah.

Wilma (20:27.124)
to something else or whatever and then I'm satisfied with it. Then you say that then Google would agree with me. Then it's good. If this is good, it should be good for someone. Then of course if it's...

Robert Bråkenhielm (20:31.871)
Yeah.

Robert Bråkenhielm (20:39.675)
Exactly, because if there were a possibility for Google or somebody to see that it's any AI generated, somebody writing like that AI 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 AIs to change the tone and it will do that. But HubSpot has another approach to it. So you actually push in article or text.

Wilma (20:56.526)
Mm.

Robert Bråkenhielm (21:07.644)
into something called brand voice and then it will analyze that to mimic your brand voice, which is also really cool. And then I think for tech

Wilma (21:09.838)
Right.

Okay. So like if you have a prompt and own AI or chat GPT licenses with your tonality, that is what HubSpot are doing for you before they then create it.

Robert Bråkenhielm (21:26.587)
Exactly. And HubSpot is using something called DeepL, which is one of the best text generators as I read. Yeah. So it's really, 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, you should see that you co-create together with AI, not like just, and I think now when AI came for generating text, people became really sloppy.

Wilma (21:35.979)
interesting.

Wilma (21:48.298)
Mm-mm. Right.

Robert Bråkenhielm (21:55.583)
in prompting them, so we just generate some text. And then this comes out really stupid because you don't give it enough instructions. So if you, yeah.

Wilma (21:58.562)
Yeah, correct.

Wilma (22:05.868)
It's like a colleague, they have to have clear instructions than you believe sometimes. Yeah, wasn't that clear?

Robert Bråkenhielm (22:08.081)
Yeah, think it was even HubSpot that said it. You should see you co-create with AI. I think that's smart.

Wilma (22:16.586)
Okay, very smart. I know we have more. What's next on the list?

Robert Bråkenhielm (22:23.871)
So, yeah, I've seen a beta on something called prospect agent that I think will be really cool when it comes out, where actually HubSpot reads through your meetings, your email conversation with clients or old clients and then automatically generates mail to try to pick up the conversation again. So,

Wilma (22:24.086)
use cases of AI in HubSpot.

Wilma (22:35.47)
Hmm?

Robert Bråkenhielm (22:52.155)
you're 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 that's that's really cool

Wilma (22:55.714)
Right?

Wilma (23:04.268)
That's That's really cool.

Robert Bråkenhielm (23:07.999)
So and I think that is released soon in English but soon in more languages and that will be a game changer

Wilma (23:15.776)
Okay, is that the top three or should we add like top five? So two more. We don't want to limit it outside of here. That's enough.

Robert Bråkenhielm (23:21.981)
Nah, but I think top three is enough. mean, there is small AI things everywhere.

Wilma (23:28.18)
What would you say the most asked for when you are in dialogue with customers and prospects and so forth, or by all means people working at HubSpot, the most asked for AI feature, but the AI thing, what is the most asked for?

Robert Bråkenhielm (23:46.623)
To be honest, I think most clients don't realize that AI can do a lot of things. I think the problem now is that clients and people using HubSpot doesn't even know that it's there or even turned it on. So where I can see that they usually start is with the co-pilot where you can actually have have a proper discussion with HubSpot then ask it to do things for you. So...

Wilma (23:58.861)
Right.

Wilma (24:08.398)
Yeah.

Robert Bråkenhielm (24:13.055)
usage that I actually see from clients is that they think something is really complicated. So like, have you tried building a report you have in HubSpot? And it can be really complicated if you need several sources and something on that axis and something on that axis and then it becomes pretty 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 will do it, which is wow.

Wilma (24:29.858)
Right. Yeah.

Wilma (24:41.922)
That is really nice. You showed me this. You was like, have you tried this? ask.

Robert Bråkenhielm (24:43.379)
Yeah, I think you're a workflow, I think, which is also really cool.

Wilma (24:52.142)
From my point of view, I'm very curious to see your point on this. It's like when we see RFP or list of requirements. And then they ask us, how have you implemented AI in your CPQ tool? And my first thought is, this is not that humble, but soon it's out there. They're like, yeah, of course, and CPQ tool, any SAS tool should have AI. That is like,

Robert Bråkenhielm (24:56.894)
Okay.

Robert Bråkenhielm (25:12.991)
Thanks

Wilma (25:22.318)
100%. But, dear prospect, you have no idea today what version of your spreadsheet that is currently using by SalesRep 78 out of 147, you know. So then moving on to AI is a big step forward. So when you get the question, it's more like, yeah, and then we have the thing about GDPR. Are you GDPR compliant? You know, we got it in 2000, I don't know.

Robert Bråkenhielm (25:40.743)
Yeah, yeah,

Wilma (25:50.38)
that I remember the years, know, when we were like, yes, and then they didn't ask anymore because no one really knew. 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. What's your thoughts about this? you agree with me or please don't? Tell me I'm wrong.

Robert Bråkenhielm (26:11.741)
Yeah, I super agree with you, but it's a very strange request, I think, because it's very unspecific to ask if you have implemented AI in your tool. Please tell how. What's the real requirement? It's not just, mean, AI in itself has no point. And what I'm lacking from the AI implementation and tools and everything is like, please do things for me.

Wilma (26:40.686)
Right.

Robert Bråkenhielm (26:41.181)
Like, why are we... But now it's coming, I read. like, okay, I understand that you can write the emails and you can answer shit if I post it in. But please go through my Facebook. Tell me that I need to call my sister because she has a birthday. Please do it for me. Or, yeah, go through my mails and then collect the ones I need to answer. Actually, HubSpot does that now, which is really nice. Like, start doing things.

Wilma (27:00.28)
Yeah.

Wilma (27:11.63)
Okay, so talking about that, in your day-to-day work life, give us a couple of examples that AI helps you and that 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 Bråkenhielm (27:27.007)
To be honest, I'm not super good at playing around with AI, to be honest. But I had a really good use case yesterday. Okay, the tools in HubSpot we use properly and we generate articles and check them and publish them and use that machine. But yesterday I had a use case where

We were supposed to write the contract with a client and I needed some terms and conditions around one of our services. So actually just uploaded the description of the service, which was like 20 slides in a PDF to ChatGPT, the premium version. And I said, please generate terms and condition. And it generates 30 bullet points with terms and condition that I needed to adjust two of them. It was like perfect.

I was like, wow, that would have taken me a day and I would probably call a lawyer. But no, that was amazing. Like it was spot on. It's like read through my whole presentation, all my rules and that put together terms and conditions based on that. But I think I'm like many there where I'm trying to remind myself that they exist.

Wilma (28:32.238)
Yeah.

Wilma (28:45.186)
That's great.

Wilma (28:54.886)
I think you're too humble on this point because I know that you use a great tool for meeting recordings and summarization. Can you talk a little bit about that one? That wasn't the one I had in mind, but yeah, that would be really good actually. I met my future husband on Tinder. Looking forward, but we're to stick now to work, boring work topics, but this is an actually very good one.

Robert Bråkenhielm (28:57.087)
Yeah, Dating, dating, dating.

Robert Bråkenhielm (29:08.669)
Yeah. I was sure you're out by this, but I do.

Wilma (29:23.51)
So the meeting recorder that you use, why do you use it and what is it and what's the benefit of it, would you say?

Robert Bråkenhielm (29:30.143)
So yeah, first of all, 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 comfortable that the note taker takes notes, I can actually focus on the client and what we are discussing and what we are trying to achieve, which is great. And then the note taker pushes the data into HubSpot so it feeds HubSpot's data, the AI engine.

Wilma (29:38.765)
Right.

Wilma (29:52.92)
certainly.

Robert Bråkenhielm (29:59.359)
So when it reads through notes and stuff like that, it actually has a better idea of what I'm trying to achieve with the client. So 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 and always have the notes because I'm not super good at multitasking. So I don't need to pause and try to take notes.

Wilma (30:17.175)
Yeah, exactly.

Robert Bråkenhielm (30:28.603)
or I needed to bring in a colleague to the meeting and then that's the cost. And then depending on who's the college, it's good or bad notes. So you wrote three bullet points we discussed for three hours. You're fired, you're fired.

Wilma (30:34.126)
Are you

Wilma (30:38.102)
Yeah.

I hope.

Wilma (30:45.452)
You should see my notes. I'm actually just the opposite. People are quite often impressed of me taking notes when I have meetings. But I'm going to tell you a secret now. If I don't do it, I stop listening. I don't get too bored. It's just that I have a hard time concentrating if I don't do it. So when I do it, it's like I'm reflecting when I'm writing things down. But you can imagine how it looks like.

Robert Bråkenhielm (30:54.943)
Hmm?

Robert Bråkenhielm (31:02.833)
Okay.

Robert Bråkenhielm (31:08.489)
Mm-hmm.

Okay.

Wilma (31:15.232)
I wish it would be like three bullet points like, Vilma, this was the most important things. Because my summarization is like novels that no one reads with some peculiar, yeah, Vilma language.

Robert Bråkenhielm (31:18.601)
Mm. Mm.

It's a proper transcript and everything.

Robert Bråkenhielm (31:31.655)
Robert nods and looks at the other way.

Wilma (31:34.734)
Almost, you know. Almost. That is the trickiest part for me to record in podcast. Not that I'm taking note at the same time. But the tool you use, do you want to mention it?

Robert Bråkenhielm (31:48.487)
It's called FATON. So, yeah, I'm super happy with it.

Wilma (31:53.388)
and I can just say all the tickiest people I met uses this and seem to be very, very happy with it. Great. Okay. So then we have ChatGPT Enterprise License. We have Fathom, Needless to say HubSpot AI. If you're not so humble, do you use anything else that you want to share that's good?

Robert Bråkenhielm (32:12.883)
Yeah, I'm playing around with something called Suno just for laughs. You make music in it. That's really funny actually. Suno.com. You can do any type of music in any language. So if you want to surprise your spouse or your kids or whatever, can do a, yeah, you can ask Chet Yipity to write the song and then you paste it into there and then you have a disco thing. That's super cool.

Wilma (32:19.086)
Who loves? great.

Wilma (32:30.453)
Tinder dates.

Wilma (32:41.684)
Really? I love that!

Robert Bråkenhielm (32:41.947)
in a couple of minutes. I will start using something called Heygen where you actually can make an avatar look and speak as you in any language. I will use it for outreach. So what I'm trying to achieve is that you sign up on a form in resultify.com or se and then five minutes later you had a

personal video from me greeting you and say I'm excited to meet you.

Wilma (33:13.71)
That's nice.

Robert Bråkenhielm (33:14.973)
but I'm working on that.

Wilma (33:17.676)
Yeah, okay. is something, last part, we're gonna like wrap around the operational excellence by AI and HubSpot. Something you wanna add that we haven't addressed already. But, encourage people.

Robert Bråkenhielm (33:31.007)
I will just say that don't be afraid, experiment, be curious, be out there. mean the world is changing rapidly. The only way to handle that is to embrace.

Wilma (33:46.422)
I do this LinkedIn, you know, like thing, support thing. Embrace.

Robert Bråkenhielm (33:49.971)
Yeah, embrace. That's, I think that's very good. If you start saying, there's stuff being afraid or I don't want to do that. You're gone.

Wilma (34:02.038)
Agreed. Therefore, I really see you as a go-getter personality and that's inspiring to me at least. And when inspiring to you about AI for HubSpot, I assume you go to some knowledge base thingy on HubSpot or when you're like, I want to learn the newest stuff about AI in HubSpot, where do you go?

Robert Bråkenhielm (34:23.667)
Yeah, there is a guy called Kyle that is posting a lot of interesting things on LinkedIn around that. But then you can go in HubSpot, they have a small tab called product updates. And there actually you can see all the betas and what they do. And 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. That's what I do sometimes when sitting late in the evenings, just playing around with things.

That sounds very magic but it's true.

Wilma (34:54.296)
When you are boring? No, it doesn't. We are all nerds by heart on different stuff. We have all of our developers during the holidays or the Christmas, Yeah, was programming. I was like, yeah, of course you were. What else, you know?

Robert Bråkenhielm (35:10.367)
That's cool. Our CTO built, he was deep into Tinder at one point and he built a bot called Tinderella. So it could actually Tinder for him in Swedish, Danish, Ukrainian and German. So one day when we were 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 Tinderella booked a meeting for me.

Wilma (35:23.544)
Really?

Robert Bråkenhielm (35:40.319)
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 (35:50.717)
That is crazy. just, you know, when you're meeting up the person that Cinderella scheduled a call with, booked a meeting with, then 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 whatever roles you both.

Robert Bråkenhielm (35:57.673)
Yeah.

Robert Bråkenhielm (36:05.477)
Yeah, yeah, yeah, yeah, Yeah, exactly. But that's typically nerdy CTO stuff. Yeah.

Wilma (36:13.518)
Definitely. Now it's your turn to wing an answer to an earlier podcast. I a question for you. Bear with me now. I'm going to try to share my screen and the audio and everything. Not being that techie, it's not that easy all the time.

screen and we take this one and that

Wilma (36:45.678)
and we'll try to get it on here.

Wilma (36:52.344)
Hopefully nothing's happened. What the hell, I can't just play. Why am not

Robert Bråkenhielm (37:04.317)
I don't

Wilma (39:01.024)
Okay, so I heard, yeah, was almost saying he was answering it himself. And I also heard that he, I had forgot that he was targeting SaaS companies, but I'm still, I think it's an interesting question when it comes to culture. And since you mentioned that your goal is to be the leading and the biggest consultancy firm in the Nordics. So what's your perspective on culture when growing?

Robert Bråkenhielm (39:01.055)
Was it a question?

Robert Bråkenhielm (39:21.673)
I mean, I think culture is super important. think whoever it was speaking, who was it?

Wilma (39:27.246)
Timu, name is and he has... Do you know him? Finnish guy?

Robert Bråkenhielm (39:29.055)
No, don't. But I think he's right. And typically here, the culture, of course, evolves a lot around me and my passion. But I'm trying to find more people that have the same passion to build that culture. So I think it's super important if that was the question. think that's how...

You get people to be passionate about what they do, to do that little extra, to create a really dynamic culture. It's super important.

Wilma (40:06.542)
And 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 would be trickier to keep the culture while growing and do you have an idea to keep it?

Robert Bråkenhielm (40:19.263)
Of course, it's trickier to keep the culture while growing and I had some external CEOs that maybe didn't drive the same culture as I wanted it to become a little bit of a clash. So think that's something when we are continue growing now because we are in quite a big growing phase right now or steep growing phase. I think that's something to think about and the way I'm going to work with it is

Wilma (40:35.17)
Right.

Wilma (40:42.126)
Hmm.

Robert Bråkenhielm (40:49.321)
to continue hiring people that has the same mentalities, ideas, passion as the culture is in here, that makes sense. But currently we are a little bit unstructured. So I think it's time for structure. I just had an interview with a potential new employee and it's like, you should know that...

Wilma (41:00.631)
Right, yeah.

Robert Bråkenhielm (41:17.417)
this drives, yeah, I'm driving this and I'm not so structured. She was, it's okay. It's okay. But that's also, it's also culture because we have a very flat organization where people say and do what they want. And so I think not having a superstructure is also a way of having a culture because everybody here takes huge responsibility. It's very driven.

Wilma (41:21.23)
It's okay.

Robert Bråkenhielm (41:45.287)
around results and takes responsibility towards clients and stuff like that. And that comes out of a culture where everybody is a little bit the boss.

Wilma (41:55.586)
Yeah, think about, I actually, I didn't know that he was talking about this question. Otherwise I maybe wouldn't have chosen this question because it's addressing a SaaS company. But, and his name is Timo Illola. He was previously employed at Lido Marketing Technologies and now he runs the Minty Collective, if you say so in Finnish, probably not. And I was like thinking about our persona here at VLuxQ. So because we're working with the ICP for the customers and it's quite an

Robert Bråkenhielm (42:03.913)
Bye.

Robert Bråkenhielm (42:12.873)
Hello?

Wilma (42:23.886)
For me it was translated into, but how is our persona if you're employed here?

Robert Bråkenhielm (42:29.855)
And you need to endure Vilma that forgets to book the tickets too. That one. I'm also in London but I don't have any tickets. It worked, I'm super impressed. I'm super impressed.

Wilma (42:35.566)
Yeah, that one. Yeah, for those who didn't know, I forgot to buy a ticket. Yeah. Well, it worked. It was a super, super friendly guy. It helps what helps me in. And for him, it was like all natural. He was like, yeah, yeah, it derives people here without the ticket. So of course we'll just solve it for it.

Robert Bråkenhielm (42:54.911)
I'm super impressed that you both succeeded in coming in but also that you dared to go on a flight without the ticket. So is that the culture in Veloqs Q?

Wilma (43:00.194)
Yeah, me too.

Wilma (43:07.618)
No, but I would say maybe partly, what we are, every one of us is now very solution driven. 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, this was a new thing. I have to dig in. this was a new thing. I dig in. And the people that aren't that like extroverts that are introverts, then they become like that on the

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. Digging in.

Robert Bråkenhielm (43:46.941)
Yeah, and digging in is really something that I have at Resultify. I, you can see me go in and like do things in people's hubs and when I talk to customers and I will fix it. I will fix it. Which I think is a mentality I really want to have as a culture. Like, okay, but don't do it yourself. If you can do it yourself, learn how to do it, do it yourself. So much faster sometimes.

Wilma (44:02.477)
Right.

Wilma (44:13.772)
Yeah, agreed. Okay, we're going to wrap this up. Love recording with Europa. It is really, really, really joyful. So the last part, we do have it in my podcast playbook. We have it here. Three questions. First, what are your main challenges in your business right now? Problem that you're addressing. We have talked a little bit about it, but if you want to frame it.

Robert Bråkenhielm (44:33.939)
finding people.

Robert Bråkenhielm (44:39.423)
Trosy.

Bless you.

Wilma (44:45.742)
Thank you. Thank you. Yeah, we need to keep that. was four. How do you say? Hatshows. Finding people. Always tricky. And that is the most important challenge currently, I feel.

Robert Bråkenhielm (44:47.005)
Yeah, you need to keep that. Yeah.

Robert Bråkenhielm (45:02.419)
Yeah, and maybe finding somebody that I will not fire that can be my boss.

Wilma (45:12.632)
Good luck with that. I wouldn't apply. But I wouldn't want my role either. And I would certainly not want me as an employee. But what roles are you looking for?

Robert Bråkenhielm (45:13.535)
Good luck with that.

Robert Bråkenhielm (45:27.999)
Currently I'm looking for more like HubSpot expert that means like broad knowledge of HubSpot that we usually set like a customer responsible towards the client. So that I'm looking for and then we are focusing on building the marketing offering. So, SEM, Zoomer people, but they need to know also a little bit HubSpot. So that's tricky to find those. Yeah.

Wilma (45:54.894)
tricky to find and the CEO. Yeah.

Robert Bråkenhielm (45:57.467)
Yeah and CEO also so if somebody wants to to work as my boss please send in your cv

Wilma (46:05.601)
Yeah, that's great. Actually, I have been like a matchmaker. I had a guest that was open like up for grabs and she went to become the... Oh, I don't know her role exactly, but she ensures all the delivery is clear. So that was a great match because they were still listening to the podcast.

Robert Bråkenhielm (46:09.247)
Hmm?

Robert Bråkenhielm (46:21.727)
It will not be structured, it will definitely be an adventure.

Wilma (46:28.684)
Great premises. And who else would you like me to invite to failing grow? Maybe someone you want to listen to yourself.

Robert Bråkenhielm (46:41.971)
Yeah, Kyle. That's a spot. Yeah, but actually you could... No, I don't know his last name actually. But if you start, I can send it to you, Kyle Jepson. Kyle Jepson.

Wilma (46:44.672)
Yeah, the houseboat guy. Do he has a last name?

Wilma (46:52.846)
you can share his LinkedIn profile.

Kjipsson, you see. Thank you. Kyle, we love to have you the show. And now I'm not pregnant. We're drinking, I mean, a reasonable amount of gin and tonic. Preferably maybe in Malmö, because I'm heading down there in May. And this song's 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 Bråkenhielm (47:06.879)
See you in a ton.

Yeah. Yeah.

Robert Bråkenhielm (47:24.804)
it would be the patch mode just can't get enough.

Wilma (47:31.502)
Thank you so much Robert, was a pleasure having you here. Looking forward meeting you in IRL. Take care Robert. See you. Hi Joanna!

Robert Bråkenhielm (47:34.111)
Yeah. Pleasure being around you always. Yeah, see you. Bye.