Howdy there, happy Friday! Welcome back to The Hypha Wire.

HubSpot’s Spring 2025 Spotlight has arrived with over 200 new features designed to help businesses harness AI effectively. The release centers on four enhanced Breeze Agents (Customer, Knowledge Base, Prospecting, and Content) that work together across your entire customer journey.

The Customer Agent is already helping HubSpot users resolve over 50% of support tickets while reducing ticket handling time by nearly 40%. The new Knowledge Base Agent intelligently fills content gaps, while improvements to Prospecting and Content Agents help sales and marketing teams build pipeline and scale content production more efficiently.

For advanced marketers, Marketing Hub Enterprise introduces Lookalike Lists to find ideal customers based on existing contacts, Journey Automation for creating personalized customer experiences, and Multi-Account Management for scaling operations across businesses.

The release also introduces three AI-powered Workspaces (Sales, Customer Success, and Help Desk) that bring together everything teams need to gather context, prioritize effectively, and take action—all in one place.

At Hypha, we’re excited to help our clients leverage these powerful new capabilities. Whether you’re looking to automate customer support, enhance sales prospecting, or scale your marketing operations, our HubSpot implementation experts can help you get the most value from these tools for your specific business needs.

Let’s transform these innovations into tangible growth for your business! Reach out today.

-Sage Levene, VP of Marketing, Hypha HubSpot Development

Open Mic

Using AI to Supercharge HubSpot Workflows

By Zack Lyons, Integrations Developer, Hypha HubSpot Development

I wanted to talk today about a recent AI use case we implemented for one of our clients. Perhaps your team can use this solution as well, and if not, perhaps it can inspire you to start thinking about how you could use LLM reasoning as an action in your CRM workflows.

Here’s what happened: Our client had Companies and Deals they needed associated automatically. The challenge was that Company and Deals that needed to be associated only had two properties we could match off: zip code and name (Company name and Deal name).

Even more challenging, the Company and Deal names were often variations of one another, making string comparison impossible (for example: Company name = Red River Steel, Deal name = RED RVR STL).

To resolve the name matching problem we first fetched a list of Deals that matched the Company zip, then used the AI action to reason which of the Deals were a good possible match for association with the Company record. Let’s dive in to the full workflow:

Fetching Local Deals

First we need to retrieve a list of local deals. To get a filtered list we can use the search API to find records that meet the criteria. In this case we’re filtering for deals that have a matching ZIP code. 

Filtering With AI

Next we need to take our list of Zip-code filtered Deal records and see if we can find any matches to our Company name. For this task, we’re using the OpenAI API. We split the prompt into two messages: a system message that gives the LLM my instructions, and a user message that contains all the data to process.

To make parsing the output of our prompt easier, we’re using structured output mode, which answers your prompts with a JSON object that you define. Here we’re asking OpenAI’s gpt-4o-mini model to return an array of filtered practices that have a similar name to the given Company and the associated HubSpot Deal record ID. This returns a list of Deals that we need to associate with our enrolled Company.

Creating Associations

Last, we need to take our list of AI-matched Deals and associate them with our currently enrolled Company using the HubSpot Associations API. We add an association object to the payload’s “inputs” array for each Deal we need to associate with the Company. And voila! We’ve used AI to generate a list of Deals associated with our Company, a list that previously needed to be manually associated by a human.

Hopefully, this case study will help you consider AI-supported use cases in your CRM. By combining basic filters with LLM-powered reasoning, we turned a tedious manual task into an automated process that fits cleanly into our client’s workflow.

If your team has similar matching or association problems—or just a lot of repetitive decision-making in your CRM—it might be time to start experimenting with LLM actions, too. We’re happy to help facilitate as well, so feel free to reach out if you’d like help exploring the possibilities!

Second Hand News

TechCrunch: Instagram is beefing up its search to compete with TikTok ➜

Ah, let’s dust off our Instagram best practices playbook. Looks like content optimization on the platform will become even more important in the coming months.

The Verge: ChatGPT will now remember your old conversations ➜

ChatGPT will now remember and learn from your past conversations (currently on paid plans only, more details in the piece). Importantly, you can opt out if, ya know, you like your privacy.

“OpenAI is giving ChatGPT a memory upgrade that allows it to recall old conversations that you didn’t ask it to save. OpenAI CEO Sam Altman said on X that the chatbot can ‘now reference all your past conversations,’ and that the update aligns with the company’s goal to develop ‘AI systems that get to know you over your life.’”

Hypha Highlights

Transitioning from Salesforce to HubSpot represents a significant shift in how your organization manages customer relationships and data. 

While the prospect of changing your primary CRM system might seem daunting, a well-executed migration can transform your sales, marketing, and customer service processes for the better. 

Key Takeaways

• Planning is critical: A successful migration starts with thorough assessment and preparation, including data cleanup and process documentation.

• Phased implementation reduces risk: Breaking the migration into stages by department (Contacts first, then Sales, then Support) minimizes business disruption.

• Parallel system operation is essential: Most successful migrations maintain both systems simultaneously during transition for business continuity.

• Data mapping requires careful attention: Creating detailed field mappings between systems ensures critical information isn’t lost during transition.

• User training is essential: Comprehensive training before each phase’s cutover ensures team adoption and productivity.

• Post-migration optimization delivers ROI: The true value comes from refining processes and leveraging HubSpot’s enhanced capabilities after migration.

Read: A Step-by-Step Guide to Migrating from Salesforce to HubSpot: Ensuring a Seamless Transition ➜

Private equity (PE) firms operate with urgency and precision—every decision, especially around leadership, must drive measurable results. 

As marketing becomes more critical to value creation, firms are weighing the advantages of hiring a full-time Chief Marketing Officer (CMO) versus engaging a fractional CMO. Each path has cost, speed, and strategic tradeoffs. 

This post explores many of the differences between the two models to help determine a best fit for your investment strategy and portfolio companies’ return timelines.

Key Takeaways

• Cost-Efficiency with Comparable Expertise: Fractional CMOs typically cost 25–50% less than full-time hires when factoring in salary, bonuses, and benefits—delivering senior-level marketing leadership at a lower cost.

• Better Fit for PE Timelines: With average CMO tenure at just 4.3 years, fractional CMOs better align with PE firms’ accelerated timelines and stage-specific needs—offering flexibility without long-term commitments.

• Lower Risk, High Upside: Fractional CMOs reduce hiring risk while preserving growth potential, giving firms the agility to adapt quickly as market conditions or portfolio needs evolve.

• Purpose-Built for PE: Hypha HubSpot Development delivers fractional CMO support tailored for private equity, blending HubSpot expertise with hands-on execution to drive growth across multiple portfolio companies—fully aligned with investment goals.

Read: What’s the Smart Play for PE Portcos? Fractional vs. Full-Time CMOs ➜

HubSpot Hacks

Check out the HubSpot YouTube channel for highlights from the Spring 2025 Spotlight! Throw on this playlist and you can learn on the go.

AI in Action

News, updates and tools from the AI industry.

At Canva Create 2025, the company unveiled Visual Suite 2.0, representing their biggest product launch to date. The new suite seamlessly integrates multiple design formats into a single workspace.

The headline addition is Canva Sheets, reimagining spreadsheets with AI-powered features like Magic Insights and Magic Formulas that transform data work from complex to intuitive. 

Canva’s AI capabilities have expanded significantly with their new design assistant that can generate designs from simple prompts (text, voice, or media), while the Canva Code feature allows anyone to create interactive elements without coding knowledge.

These are big developments from Canva, and I’m curious to see how they’ll stack up—i.e., in the hands of untrained designers and developers, how powerful are the tools really?

1x Speed

Hard Fork

“‘Hard Fork’ is a show about the future that’s already here. Each week, journalists Kevin Roose and Casey Newton explore and make sense of the latest in the rapidly changing world of tech.”

How can we help you?

Industry: Private Equity

Thanks for reading. Catch you next week! -Team Hypha