Group 3 B2B

Assignment
By-

Soumya Vijayshankar, 229KD

Ruhi Rai, 220KD

Rajasi Bhadang, 217KD

Aryan Singh, 189KD

Apurv Gautam, 187KD

Vasu Goyal, 175KC

Raghu Varenya, 137KC

HubSpot Case
I. Problem Analysis
The acquisition of Motion AI by HubSpot presented an opportunity to integrate chatbots into its product
offerings and improve customer engagement. HubSpot, on the other hand, needed to define best
practices for the usage of chatbots in CRM before introducing bot-building technology into its products.
Without adequate training, businesses may create bots that do more harm than good to their brands.
HubSpot had to analyze the ramifications of using bots rather than people to establish, nurture, and
manage customer connections, as well as determine whether and where bots may be used throughout
marketing and selling activities. HubSpot had to determine how far to go in anthropomorphizing
chatbots. How humanely should they act? Was a conversational or functional UI the preferred choice, or
would a more functional UI increase customer efficiency? HubSpot had to decide whether to employ
chatbots to nurture and service its customer relationships, as well as whether to allow bots to become
the face of its brand to prospective consumers.

To overcome these concerns, HubSpot needs to create best practices for using chatbots in CRM. They
needed to weigh the pros and cons of employing bots vs people for customer contacts, as well as
determine where bots should be used within the marketing and selling processes. They had to consider
how far to anthropomorphize chatbots and if a conversational or utilitarian user interface would be
more effective for clients. They had to decide whether to employ chatbots to nurture and service their
customer relationships, as well as whether to allow bots to become the face of their brand to prospective
consumers.

HubSpot's Chief Strategy Officer Brad Coffey and Chief Marketing Officer Kipp Bodnar were in charge of
collaborating with Motion AI's creator and CEO David Nelson to integrate Motion AI's technology into
the HubSpot product suite. HubSpot wanted to define certain best practices for the usage of chatbots for
CRM before releasing bot-building technologies to its clients. Coffey was concerned that without
adequate training, corporations might construct bots that would do more harm than good to their
brands in their drive to integrate the latest marketing technologies.

HubSpot had to analyze the ramifications of using bots rather than people to establish, nurture, and
manage customer connections, as well as determine whether and where bots may be used throughout
marketing and selling activities. They had to consider how far to go in anthropomorphizing chatbots.
How humanly should they act? Was a conversational or functional UI the preferred choice, or would a
more functional UI increase customer efficiency? How much should the bot resemble the brand's
identity or mimic an individual user's conversational style? Should consumers be able to tell when
they're dealing with a bot, or can human-like bots foster greater relationships?

Historically, HubSpot "practiced what it preached," building its business using its own products. Coffey
and his team had to decide if they should employ chatbots to develop and support their customer
connections. A team of chat agents was now working to engage, nurture, and prime prospects for
HubSpot's sales team. Could and should chatbots take their place? Was HubSpot prepared for bots to
become the face of its brand in the eyes of potential customers?
II. Recommendations
Create best practices for the usage of chatbots in CRM to ensure that organizations design bots that
improve rather than hurt their brands.

Evaluate the ramifications of utilizing bots vs people for customer connections, and evaluate where bots
should be used during marketing and selling operations.

Determine whether to anthropomorphize chatbots and whether a conversational or functional user

interface would be more effective for consumers.

 Consider employing chatbots to cultivate and service HubSpot's own customer connections, but
be wary about completely replacing human personnel.
 Place chatbots at the top, middle, and bottom of the marketing and sales funnels to connect with
customers at different phases of their purchasing journey.
 Use chatbots to consult with clients by obtaining information about their wants and assisting
them in defining their business concerns.
 Recognize that digital technologies are changing purchasing habits and employ chatbots to
engage customers earlier in the process and create engaging experiences throughout the critical
early phases of the purchasing process.

The opportunity to include chatbots in its product offerings and enhance customer interactions was
given by HubSpot's acquisition of Motion AI. On the other hand, before integrating bot-building
technology into its products, HubSpot had to establish best practices for the use of chatbots in CRM. By
weighing the pros and cons of using chatbots in place of real people for customer relationships, deciding
how much to anthropomorphize chatbots, and taking into account the use of chatbots to cultivate and
service its own customer relationships, HubSpot could successfully integrate chatbots into its marketing
and sales processes and offer interactive experiences for customers at different stages of their buying
process.