All this and more in this weekâs edition of The Hypha Wire, from Hypha HubSpot Development.
Happy first Friday of Spring! Welcome back to The Hypha Wire.
Spring isnât the only thing that has me smiling today. Our team just achieved a significant milestone on a challenging project weâve been pouring our energy into for months. Itâs a moment worth celebrating.
This win reinforces something we all know but sometimes forget in our results-driven world: building credibility takes time. Thereâs no express lane to establishing a brand as an industry leaderâit requires patience and deliberate effort. The foundation weâve built wasnât constructed overnight, but carefully over time.
What makes this achievement especially meaningful is how it showcases the power of collaboration. Looking back, itâs clear that our success emerged from the combined talents of our entire team. Our content developers crafted compelling messaging. The designers and developers transformed concepts into visual impact. On social media we built engagement one meaningful interaction at a time. Each contribution was essential to the final result.
Perhaps my favorite takeaway is the reminder about persistence. If immediate success doesnât materialize, donât jump ship or completely overhaul your strategy. Sometimes it pays to stay the courseâmake smart adjustments when needed, and maintain a commitment to quality. In this case, that steady persistence ultimately made the difference.
We celebrate today with renewed confidence. The groundwork weâve laid opens exciting possibilities for what comes next.
What recent wins are you celebrating? Iâd love to hear about your teamâs successes and the lessons youâve learned.
-Sage Levene, VP of Marketing, Hypha HubSpot Development
Open Mic
Building an AI Chatbot with HubSpot: Lessons from the Trenches
By Phil Stott, Head of Client Success, Hypha HubSpot Development
The advent of chatbots powered by AI is one of the most obvious use cases for implementing generative AI into your business processes. In theory, it should also be a pretty straightforward processâespecially as HubSpot has built the tech right into its existing chatbot tools. All thatâs left to do is point it toward your site, then sit back and watch it seamlessly interact with customers. Right?
Iâll admit that I was naive enough to imagine something close to that process when our team set out to build an AI chatbot for Hypha a few weeks ago. After all, weâre a tech-savvy group who have been using and actively investigating AI tools for a long time at this point.
How hard could it be?
Our first attempt was pretty straightforward: we gave the chatbot access to our entire website and let it loose. In summary: Not the best of ideas. The AI couldnât distinguish between public content and hidden modules, resulting in some pretty confusing (and occasionally incorrect) responses to user questions.
So we pivoted. Instead of letting the AI roam free across our site, we created a curated knowledge base in HubSpot with upwards of 50 separate articles and FAQs. This became our chatbotâs âbrainââa controlled environment where we could manage exactly what information it had access to.
Testing quickly revealed some fascinating quirks in the AIâs language processing. Ask about âcostâ and youâd get a perfect answer, but âpricing?â Total confusion. Similarly, âWhere are YOU based?â drew a blank while âWhere is HYPHA based?â got an immediate response. We had to expand and adapt our knowledge base to account for these semantic nuances.
One feature we really liked was the chatbotâs ability to link users directly to the referenced knowledge base articles. Great for transparency, but it came with an added wrinkle: We had to go back into every single article and format them for human readers tooâadding headers, proper paragraph breaks, and clear structure.
The biggest limitation? Not being able to give the chatbot additional instructions within HubSpotâs settings (as you would when engineering a prompt within ChatGPT). For example, we wanted to include a disclaimer whenever pricing was referenced, but that option doesnât exist yet.
Perhaps the most surprising takeaway from the experience is the extent to which our success relied more on our core marketing and content development skills than our technical expertise. Writing clear, comprehensive knowledge base articles, anticipating user questions, and crafting responses that worked both for AI and human consumptionâthese were the abilities that made the difference. Our technical know-how certainly helped us navigate HubSpotâs platform, but our marketing instincts dictated the chatbotâs effectiveness. And like any good marketing asset, weâve learned this isnât a âset it and forget itâ tool. It requires regular maintenance to stay current with our services, pricing, and company informationâmaking it an ongoing investment rather than a one-time project.
If youâd like to check the tool out, itâs live on our site right nowâjust give it a few seconds to load, then click the conversation icon in the bottom right corner on any page. And feel free to send any feedback our wayâat this point, the tool canât learn to give better answers unless we update the knowledge base it relies on.
Finally, if youâre interested in exploring a chatbot for your own site, get in touch: weâd be happy to share more about the process, or explore the possibility of building it for you!
This is good data to have on hand, as I often wonder what is the magic number of seconds to performs best on each platform.
âHere are some high-level stats to whet your appetite: About 86% of videos posted on TikTok are under a minute. And yet videos longer than 60 seconds tend to get at least 43.2% more reach and 63.8% more watch time than shorter videos.â
The Infinite DialÂŽ is a highly regarded digital media surveyâcurrently in its 27th year. The 2025 statistics have been released and it paints a really interesting picture. Podcast consumption is the highest itâs ever been.
Additionally, Podcasting experts Sounds Profitable recently released a study of branded podcasts, finding, â40% of Americans 18+ said they would be âlikely to listenâ to a podcast about one of their favorite brands or products.â
If you overlay the two studies, it can make a great business case for starting a branded podcast in 2025.
Key findings shared in The Infinite DialÂŽ release:
70% of Americans age 12+ have listened to a podcast.
51% of those Americans age 12+ have watched a podcast.
73% of Americans age 12+ have consumed a podcast in either audio or video format, representing an estimated 210 million people.
Podcasting achieves new heights with 55% of Americans age 12+ now being monthly consumers.
Hypha Highlights
Templates offer a quick and accessible way to launch a website, making them an attractive option for businesses getting started on HubSpot CMS. But as a company grows, so do its digital needs.
If your business has outgrown pre-built templates and you require advanced functionality, scalability, and brand customization, it may be time to invest in custom HubSpot CMS development.
Custom development extends HubSpot CMS beyond its out-of-the-box capabilities, transforming it into a powerful tool that integrates seamlessly with your marketing, sales, and customer experience strategies.
Letâs explore the key indicators that signal when your HubSpot site needs custom development, the benefits of making the switch, and how tailored solutions can unlock your websiteâs full potential.
âThe marketing landscape has completely transformed. If youâre still using last yearâs playbook, youâre already falling behind. In this data-packed video, [Bridget OâRourke] breaks down the 6 critical marketing trends reshaping how brands connect with customers in 2025...These arenât just predictions â theyâre data-backed shifts happening RIGHT NOW based on insights from HubSpotâs State of Marketing Report surveying 1,200+ marketers worldwide.â
AI in Action
News, updates and tools from the AI industry.
My favorite update this week that I wanted to share is that LLM Claude can now search the web.
My team and I have been playing around with it since the announcement from Anthropic, and itâs been really helpful so far.
âYou can now use Claude to search the internet to provide more up-to-date and relevant responses. With web search, Claude has access to the latest events and information, boosting its accuracy on tasks that benefit from the most recent data.â
As always, itâs important to note that Claude, or any LLM cannot replace human writers. Facts still need to be checked, generic AI-isms need to be changed, and copy needs to be edited. But, this is a huge advancement for Claude and, in my opinion, puts it squarely toe-to-toe with ChatGPT.
âIn this episode of the âDo This, Not Thatâ podcast, Jay Schwedelson dives deep into the power of specificity in marketing. He outlines how using microsegmentation can dramatically enhance your email open rates and social media engagement, leading to more conversions. Jay emphasizes the need to stop vague marketing messages and instead focus on clear, targeted communication that resonates with your audience.â
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