HubSpot and

Chatbot-Enabled CRM

Group 7 Motion AI
Harsha Mohan J059
Rahil Shah J053
Abhay Gupta J025
Rimjhim Khare J036
Sumit Raj G041
Pratyush Rana D046
Akshita Chhabra E016
Overview
1. Hubspot and Motion AI
2. AI, Machine Learning and Chatbots
3. Chatbot Market
4. Chatbot and CRM
5. Chatbot at Hubspot
6. Marketing and Sales Process at HubSpot
7. Recommendations
8. Business School Chatbot
 Hubspot Motion AI
Founded: 2006 Founded: 2015

• HubSpot is an inbound marketing, sales, and
customer relationship management (CRM)
software provider
• Clientele: 23,226 SMBs
• Motion AI is a software platform that enabled
companies to easily build and deploy chatbots to
interact with their customers
• Built 80,000 bots for companies like Sony, Kia, T-
Mobile etc.

Acquired Motion AI in 2017

Initial offerings by HubSpot Why did this acquisition take place?

Marketing Hub Increased effectiveness in inbound marketing through conversational interfaces

Automation of customer interactions earlier handled by humans

Sales Hub
Expansion from B2B to B2C

Customer Hub Increase in Profitability

 AI & Machine
Learning
• Artificial Intelligence: Artificial Consciousness
similar to human brain, designed to take
inputs from surroundings and convert them
into appropriate responses. Ex. Apple Siri,
Robo-Assistants, Tesla Self Drive Cars etc.
There are 2 ways AI works
• Symbolic Learning: Based on Symbols
and Images.
• Machine Learning: Based on the data (Big
Data).
 Chatbots
• Chatbots were pieces of conversational
software powered by artificial intelligence
that had the capability to engage in one-
Message or
to-one chat with customers on their Audio Input
preferred chat platform, such as
Facebook Messenger or WeChat. Sentiment Analysis
and Data Pool
• Chatbots are closer to passing the Turing
Test (convincingly simulating a human
conversational partner) compared to IVR
systems
• Ex. H&M makes style recommendations
based on consumer's answers to a quiz,
Duolingo provides a foreign language
speaking partner for those learning a new Message or
language Audio Output Query is diverted to
human assistance if
the chatbot is unable
to process it
 Porter Five Forces Analysis - Chatbot
Industry
Bargaining Power Threat of New
Bargaining Power
of Buyers : Medium To Entrants LOW
Threat of of Suppliers : Low
High Competitive
Substitutes : High Rivalry : Medium
• Buyer decides to • Presence of the • Abundance of new
choose chatbot • Major companies • Due to stronghold available entrants
service based on continue to of major players in substitutes offering
huge availability of announce their the industry, many similar solutions • In- house R&D
the players in the support for nascent • Switching cost for being costly,
market. chatbots within organisations still customers is high. companies look for
their own business depend on them Moving the existing outsourcing their
• Continuous such as LinkedIn, and cannot afford employee base to chatbot solution
investment in the British Airways and to have substitutes. the new system will implementation
in-house chatbots eBay require training and which has
companies like • Rise of chatbot • On the other hand, change prompted new
Google, Microsoft usage has launched the rising management players to come up
are providing an abundant involvement of • Building a quickly
solutions which can amount of startup startups investing customised platform
be customized for tech following in the in developing their with a differentiated
SMEs as well footsteps of known own chatbots has solution requires
players, in a variety made the significant
of industries. competition stiffer investments
 Market for chatbots was estimated to be $1
The Market for 1 Billion and was expected to nearly double by
2020
Chatbots
Among companies AI, most common use cases were:
• Customer service (39%)
80% 31% 2 • Marketing and Sales (35%)
• Managing non customer external relations (28%)
Businesses Marketers use
want chatbots chatbots to
in place by communicate with
2020 consumers Chatbots were reported to be
3 saving businesses by $20
million per year

57 Chatbots were less sophisticated

% 4
and tended to specialize in
Firms already use executing simple tasks unlike virtual
chatbots for their
CRM
assistants
Integrating Chatbots in CRM-
Opportunity 1

Reason-1
Integrating Chatbots in CRM-
Opportunity 1
Integrating Chatbot in CRM- Opportunity-
2

Reason-2
Integrating Chatbot in CRM- Opportunity-
2

• Create automated reminders to send follow up emails

• Creates and organised task list
• Analyzes meaningful data like revenue prospects and recommends
which client to focus on first
Integrating Chatbot in CRM- Opportunity-
3

Reason-3
Integrating Chatbot in CRM- Opportunity-
3

ERP
Integrating Chatbots in CRM- Industry
Examples
Inspirobot
Integrating Chatbots in CRM- Industry
Examples
Microsoft’s Tay
Integrating Chatbots in CRM- Industry
Examples
Disney Zootopia
Integrating Chatbots in CRM- Industry
Examples
MedWhat
 GrowthBot – The Internal Chatbot of
Hubspot
GrowthBot Functionality Insights derived from GrowthBot
• GrowthBot was an intuitive,
conversational interface that
Onboarding Process
allowed users to answers
questions by querying internal 01 The onboarding process had to be simple and
example based like explaining bot’s functionalities
and external databases.
• The bot would assist
employees to find any sort of
information regarding Reason to Return
•
customers and competitors
The bot had to provide compelling reasons to
return by understanding what is on customer’s
minds
02
Simplify User Experience
03 UI Widgets, the suggestion boxes could simplify the
user experience if designed judiciously
 Chatbot usage for B2B and B2C consumer
RAPID ADOPTION
The B2C companies were rapidly
adopting chatbots as an efficient
and cost effective way of solving
B2C
the queries of the consumer.
Reasons for rapid adoption are –
• The queries of customers are
simple and straightforward
• The value of each customer is
relatively less
• The customer relationship is
transactional in nature
• Efficiency is the key as the
number of customers and the
volume of interactions is huge
when compared to B2B
market
SLOWER ADOPTION
The B2B companies were a little
B2B vary to adopt the chatbots as the
queries of a B2B customer was
more demanding than B2B
customer.
The hurdles are –
• The queries of customers are
complex and require human
intervention
• The relationship is often
strategic as the ticket size of
each order is very high and the
customer is very demanding
• Effectiveness is the key as the
number of customers are very
less when compared to B2B
Spectrum of Messaging
RULES BASED AI POWERED BOT IN
ON-SITE BOT MESSAGING APPS

HUMAN TO HUMAN RULES BASED BOT IN AI POWERED BOT THAT LINKS ON

ON – SITE CHAT MESSAGING APPS SITE AND MESSAGING APP
CONVERSATION WITH OPTION OF
HUMAN INTERVENTION
 Marketing and Sales Funnel at Hubspot

• HubBot
• Chat Bot for
getting more
• Chat Bot for information
unqualified
leads
• Chat Bot to
answer all the
easy questions

• Chat Bot for

getting • Chat Bot for
meeting fixed CRM practices
with sales
people
Recommendations
• Integrate chatbots to provide truly smart and engaging chatbot service

• Enterprises will be able to gain even more customer insights, which will be used
for even more personalized marketing and customer experience. For eg :
different personas

• HubSpot will offer access to much more detailed data which companies can use
to build even more engaging bots.

• Many leads hubspot had spent acquiring were ignored which won’t be problem
in the funnel process
Chatbot for Admissions/Campus Chatbot
Easier access to information What Topics? How deep Database
the knowledge should
Quick help/support be? Algorithm

Problem Solving Interface

Chatbot for Admissions/Campus Chatbot

Additional Functions:

 Spell checker
 Email transcripts
 FAQ Automation
 Targeted Human Support
 If there is the case where non-standard answers are required, switch to human
operators seamlessly
 Customized Google search, according to the input submitted
 Support speech-to-text and text-to-speech interaction
 Integrate with messenger, email, social media and enterprise management applications
like ERP to retrieve essential data from varied sources
Chatbot for Admissions/Campus Chatbot

Admissions
01 Results, Payments, Contact details, Application
related queries

On Campus
Timetable, PPTs and Notes on demand,
Feedback, Cafeteria, Library querries 02
Alumni
03 Job postings, Alum meets, Alum info, Update info
about self
Thank You