HubSpot launches direct connector for ChatGPT CRM insights

HubSpot has introduced a direct integration between its customer relationship management platform and ChatGPT, allowing users to analyse CRM data in ChatGPT via natural language queries without any plugins or development work.

The newly launched connector is designed for small and mid-sized businesses, requiring no dedicated data science teams and featuring a setup process that takes only minutes. HubSpot has underscored that privacy is an integral part of the connector, with CRM data remaining protected and not being used for AI model training within ChatGPT Team, Enterprise, or Edu environments.

HubSpot stated that prior to this introduction, CRM data had been largely inaccessible to non-technical users seeking to utilise artificial intelligence for business insights. With the direct connector, marketers, sales personnel, and support teams can now ask ChatGPT to perform tasks such as surfacing pipeline risks, creating custom nurture campaigns, or forecasting ticket volumes, and then carry out those insights within the HubSpot platform.

The connector is automatically available to all HubSpot customers across all subscription tiers, provided they have eligible ChatGPT plans. HubSpot reports that over 250,000 businesses currently rely on its system as their primary source of customer data, encompassing marketing, sales, and customer service functions. HubSpot said this aggregated view of the customer journey offers an advantage, especially given the increasing role of artificial intelligence in business operations.

According to HubSpot, more than 75% of its customers already utilise ChatGPT. The company remarked that this new connector is intended to allow these users to more easily apply advanced analysis and research capabilities to their own proprietary customer data and to translate insights into action within HubSpot's tools. The connector therefore becomes a companion for common business use-cases.

Within ChatGPT, marketers are able to request insights such as: "find my highest-converting cohorts from recent contacts and create a tailored nurture sequence to boost engagement", and then use those findings to launch automated workflows in HubSpot. Sales teams can ask ChatGPT to segment target companies by annual revenue, industry, and technology stack, and then identify top opportunities for enterprise expansion for further prospecting within HubSpot.

Similarly, customer success teams can prompt: "identify inactive companies with growth potential and generate targeted plays to re-engage and revive pipeline," and then action those strategies in the Customer Success Workspace within HubSpot to drive retention. Support teams are offered the option to ask: "analyse seasonal patterns in ticket volume by category to forecast support team staffing needs for the upcoming quarter," and activate the Breeze Customer Agent in HubSpot to help manage anticipated support volume spikes.

Nate Gonzalez, Head of Business Products at OpenAI, stated: "Launching the HubSpot deep research connector means businesses and their employees get faster, better insights because ChatGPT has more context. We're thrilled to work together to bring powerful AI to many of today's most important workflows."

Colin Johnson, Senior Manager, CRM at Youth Enrichment Brands, commented: "The HubSpot connector is like having an extra analyst on the team, empowering sales reps to identify risks, opportunities, and next best actions. For a non-technical user, the fact that it's easy to use and talks directly to my data is huge."

Karen Ng, SVP of Product and Partnerships at HubSpot, said: "We're building tools that help businesses lead through the AI shift, not just adapt to it. By connecting HubSpot CRM data directly to ChatGPT, even small teams without time or data resources can run deep analysis and take action on those insights - fueling better outcomes across marketing, sales, and service."

The setup process is described as straightforward. HubSpot customers with administrative privileges can enable the connector by accessing ChatGPT, selecting the HubSpot deep research connector, choosing HubSpot as a data source, and authenticating their account. Post setup, any user within the organisation can toggle the feature on, sign in, and begin querying their data through natural language.

HubSpot emphasised security considerations in the deployment of the connector. Users will only have access to CRM data permitted by their roles within HubSpot. Individual sales representatives, for example, will only be able to view pipeline data for deals where they have permission.

The connector will be available automatically to all eligible HubSpot customers with paid ChatGPT plans, with coverage in the European Union including Team, Enterprise, and Edu subscriptions, and in other regions including Team, Enterprise, Pro, Plus, and Edu subscriptions. ChatGPT's language response is dictated by the language used in prompts.