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Mike Lieberman, CEO and Chief Revenue ScientistSat, Aug 26, 2017 4 min read

HubSpot Acquires Kemvi: What This Means for Your Sales and Marketing Platform

{}HubSpot recently announced it acquired Kemvi, an artificial intelligence startup. Kemvi's product, DeepGraph, which launched a few months ago, has been making waves with its use of public data to verify leads and identify optimal times for sales people to reach out to potential customers.

Kemvi is one of many companies like it; the artificial intelligence market is heating up. As machines become smarter, they can interpret data to deliver information about clients, timing, and so on. It was really only a matter of time before AI was applied to sales and marketing, and it's little surprise HubSpot is right on the forefront of the adoption wave with this acquisition.

If you're a HubSpot user or a potential client, however, you may be wondering what, exactly, a move to more AI means for your sales and marketing.

AI in Sales and Marketing

There's been lots of buzz about artificial intelligence and its capabilities. While some people still think of AI as robots and androids in some futuristic society, AI technology has been developing over the past few decades, to the point where machines can now not only analyze data, but interpret it and learn from it as well. You only need to look at the robots crawling the web (such as those used by Google) to verify AI is already everywhere.

AI is less about robot maids and android soldiers, however. At this stage, AI is being deployed in everyday applications, such as the aforementioned Google bots, which search the web and "read" websites to determine search engine ratings.

As the technology develops, machines are becoming smarter; they're even able to learn now. And the developing technology is being put into use in different ways by different industries. In your sales and marketing department, AI is used to analyze a customer's data and to assist your sales reps in tailoring their pitches for each person. It's also used on websites, to determine which ads display for individual visitors.

Kemvi's DeepGraph

DeepGraph, Kemvi's signature product, used public data sources to inform its AI. The information is collected from public sources, such as Facebook posts marked public or visits to public websites. Over time, DeepGraph builds a profile of a person's internet use, which gives more insight about individuals.

For example, Kemvi can analyze information from a person's social media profiles to determine if they've just changed jobs. It can then take this information and let your sales team know it's a good time to reach out with one offer or another; for example, maybe this person isn't interested in resume writing services you offer but is interested in a refresher course on social media for marketing.

Integrating AI into HubSpot

HubSpot's CSO said the company has been looking for ways to bring more AI into the HubSpot platform, but they wanted to do it in a way that was valuable for salespeople. AI and machine learning are popular buzzwords right now, but new features should address real needs for salespeople, rather than being just pretty bells and whistles.

The HubSpot team felt Kemvi truly did that, adding value to one of the most popular CRMs available on the market right now. The incorporation of AI into the HubSpot platform will allow for better analysis of public data.

What can you expect once the features are incorporated? A lot of the difference will be behind the scenes, but you and your sales team can expect to see more accuracy when it comes to pinpointing optimal times to reach out to potential customers. Other differences might include the ability to tailor pitches even further and more insights about your potential customers.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.