Welcome back to The Hypha Wire, and Happy Halloween!

Just like the bucket of candy sitting at your front door right now, let’s keep this intro (short and) sweet so we can get right into it.

Enjoy the holiday!

-Sage Levene, VP of Marketing, Hypha HubSpot Development

Open Mic

The Messaging Framework We Keep Coming Back To

By Rebecca Albright, Senior Inbound Content Developer, Hypha HubSpot Development

If you’ve worked with us before, you’ve probably experienced our comprehensive messaging process. And yes, we know—at first glance, it can seem almost too simplistic. All those categories? A one-page framework? How is this going to capture everything your business does?

(And of course, nothing says “strategic messaging” like envisioning your brand as the Yoda of payroll software. IYKYK.)

Here’s what we’ve learned after putting dozens of clients through this process: 

Simplicity is exactly what makes this process powerful. It cuts through the noise and gets at the core of what your business actually does—gives your customer what they need to solve a problem.

That’s it. That’s the foundation of every successful marketing message.

The Two Gaps We See Most Often

In our work, we consistently encounter two challenges that can complicate everything downstream—from website copy to email campaigns to sales conversations.

First, some clients struggle to see their business from the customer’s perspective. They’re so close to their product or service that they talk about features, processes, and proprietary methods when customers just want to know: “Will this solve my problem?”

Second, some clients can’t clearly express what they’re actually selling. They know their business inside and out, but when it comes time to explain it, the message gets muddied with jargon, qualifiers, and tangents.

Both scenarios lead to the same outcome: marketing that doesn’t connect.

Messaging That Resonates Beyond Your Audience

When we complete this process, something shifts. Suddenly, website copy becomes clearer. Value propositions sharpen. Sales conversations feel more natural. Because everyone—from your marketing team to your sales staff—understands the story they’re telling.

Does it feel simplistic? Sometimes. But that’s because good marketing should be simple. Your customers don’t have time for complexity. They have a problem, and they’re looking for a guide who can help them solve it. That’s a story worth telling.

Interested in clarifying your message using this framework? Hypha helps you cut through the confusion and connect with your customers. Reach out if you’d like to explore how it could work for your business.

Second Hand News

TrueUp: Tech Layoffs Tracker ➜

Given the layoffs in the news, I thought I’d share this tracker. To what specific end, I’m unsure, perhaps just a digital moment of silence for the employees affected.

Digiday: In Graphic Detail: How AI search is changing brand visibility ➜

An interesting breakdown of AI search’s actual impact versus the hype: while 44% of users now rely on AI summaries and organic traffic is taking a 15–25% hit, Google still dominates with ~90% market share and other AI engines aren’t really registering. The real shift is in how brands need to show up.

Hypha Highlights

Content marketing works because it builds trust before asking for anything in return. For B2B companies competing in crowded markets, that trust is what separates you from competitors selling similar solutions at similar prices.

The mechanics are straightforward: publish content that answers real questions your prospects are asking, and you’ll see measurable improvements in website traffic, lead quality, conversions, and brand recognition. More importantly, you give prospects the information they need to solve specific problems and challenges—which means better-fit customers who stick around longer.

This guide covers what actually moves the needle: SEO fundamentals, blogging that generates qualified traffic, case studies that close deals, email sequences that convert, and the analytics that tell you what’s working. No theory—just the tactics B2B teams use to generate pipeline.

Read: What’s Actually Working in B2B Content Marketing Right Now ➜

HubSpot Hacks

A new addition to the HubSpot family: HubSpot to acquire XFunnel, expanding AEO capabilities across its marketing tools

“Today, we’re excited to share that HubSpot has entered into an agreement to acquire XFunnel, one of the first comprehensive platforms that helps businesses monitor, experiment with, and strengthen their presence across LLMs through AEO.

“XFunnel will be integrated natively into our marketing products, giving marketers new insights into how their brand appears across AI tools and clear steps to improve their visibility.”

AI in Action

News, updates and tools from the AI industry.

GitHub unveiled Agent HQ, turning its platform into a unified command center for managing multiple AI coding agents. Developers can now orchestrate agents from Anthropic, OpenAI, Google, Cognition, and xAI directly within GitHub through their existing Copilot subscription, with a new “mission control” interface that works across GitHub, VS Code, mobile, and CLI.

While OpenAI chases mass-market appeal with 800 million users, Anthropic is quietly building a stronger business focused on corporate customers, which make up 80% of its revenue. With just 300,000 business customers, Anthropic has reached a $7 billion annual revenue run rate, giving it 8x better revenue per user than OpenAI. Claude now leads in corporate AI adoption with 42% market share for coding versus OpenAI’s 21%.

Additionally, OpenAI completed its restructuring into a for-profit company, paving the way for an IPO and continued infrastructure spending (Altman says they’ve committed $1.4 trillion already). Microsoft gets a 27% stake while the original nonprofit receives 26% equity worth about $130 billion. The year-long process faced pushback from Elon Musk and advocates, with lingering questions about governance since most nonprofit board members also serve on the for-profit board.

Cursor launched Composer, a new AI coding agent model that achieves “frontier-” level results while running four times faster than similar models. The model was trained using reinforcement learning in real production environments with access to tools like semantic search, file editing, and terminal commands—teaching it to solve complex coding problems efficiently.

Google, Meta, and Microsoft spent nearly $80 billion on AI infrastructure last quarter, but investors reacted very differently. Google’s stock rose 3% after announcing $93 billion in 2025 capex, backed by 650 million Gemini users and strong cloud revenue. Meanwhile, Meta’s stock plunged 12.6%—erasing $240 billion—as spending could top $100 billion next year without clear revenue paths beyond its core advertising business.

1x Speed

The podcasts Team Hypha has queued up.

Outfoxed Podcast: Rand Fishkin “Optimize for things you’re great at”

“The third episode of the Outfoxed podcast by Hunter.io features Rand Fishkin, cofounder and CEO of SparkToro (and former cofounder of Moz). 

“Today, Matt and Rand cut through the noise to talk about how SparkToro navigated a hard pivot off social media to clickstream data, why zero-click marketing changes how success is measured, and how founders can find their first 100 customers by focusing on channels they genuinely enjoy (including offline ones) instead of chasing trends. They also discuss the limits of AI-generated content and why judgment still matters more than automation.”

How can we help you?

Case Study: HubSpot + ERP Integration

Thanks for reading! See you next week! -Team Hypha