Happy Friday! Welcome back to The Hypha Wire.

Mark your calendars for Thursday, May 15th: Global Accessibility Awareness Day (GAAD) 2025! This yearly event focuses on digital access for the over 1 billion people with disabilities worldwide. Here’s how you can participate:

Talk About Accessibility

Start a conversation at work about accessibility. Ask what your team is doing to make your digital products work for everyone. If this is all new to you, that’s okay! GAAD is a great time to learn the basics. Organize a simple team meeting to share ideas and learn together.

Learn From Experts 

Check out the free online events on the GAAD website around May 15. Our friends at InclusionHub also keep a running list of a11y-focused webinars all year. These talks provide valuable opportunities to learn from experts without leaving your desk.

Check Your Website

Review how your website performs for people with disabilities. Tools like ARC Toolkit, axe DevTools, or IBM Equal Access Accessibility Checker are great places to start on your own. If you’re intimidated, you can hire experts (like Hypha!) to do a thorough audit. Either way, finding and fixing access barriers should be a top priority.

Make It a Habit

The most important step is to always keep accessibility in mind. Once you see how important universal design is, make it part of your regular work. Test new features with accessibility in mind. Include people with disabilities in your testing. Keep learning and improving.

When we build accessible digital spaces, we’re not just following rules—we’re making sure everyone can use the products and services we create. That’s good for business and the right thing to do.

-Sage Levene, VP of Marketing, Hypha HubSpot Development

Open Mic

What if the lighthouse could see you first?

By Jon Sasala, President, Hypha HubSpot Development

Inbound Marketing has long been the guiding light of modern customer acquisition—attracting through helpful content, earned trust, and meaningful engagement. It’s what made the HubSpot platform so approachable and powerful, especially for teams that didn’t want to rely on aggressive outbound tactics or cold data buys.

But recently, something interesting happened.

HubSpot introduced Research Intent, a new signal layer within its Breeze Intelligence framework. For the first time, HubSpot is surfacing third-party data—specifically, insights about companies actively researching topics relevant to your business, even if they’ve never visited your site or filled out a form.

This is a big deal.

Until now, HubSpot’s features were built almost exclusively on first-party engagement—data generated by your own marketing efforts or on your own website.

Research Intent changes that.

It’s like adding radar to a lighthouse. You’re still guiding ships with your content, but now you can also see who’s out there in the fog, heading your way—even if they haven’t spotted your beacon yet.

Imagine:

• Seeing companies in your target market before they ever raise a hand
• Knowing when someone from those companies visits your site
• Being alerted when any of them search “best CRM for manufacturers”

That last one? That’s not just helpful. That’s game-changing.

This shift doesn’t mean HubSpot is abandoning its privacy-first principles. Instead, it’s a strategic evolution—giving go-to-market teams smarter ways to prioritize, personalize, and proactively connect. It blends the heart of inbound with the precision of intent data.

At Hypha, we see this as the beginning of a larger transformation—one that opens up entirely new possibilities for how HubSpot users find, qualify, and engage the right customers at the right time.

Second Hand News

Adobe: A more powerful Creative Cloud, new Firefly AI capabilities and more support for creative careers ➜

Adobe announced big updates at MAX London, including new Firefly AI models and an upcoming mobile app for iOS and Android. The company also introduced new AI features to Illustrator, along with creator protection tools through the public beta of Adobe Content Authenticity, which allows creators to attach Content Credentials to their work and signal if they don’t want their content used by generative AI models.

The Verge: Threads adds more ads ➜

More ads incoming! My first thought was, “Do people use Threads?” But I searched, and as of Jan. 2025, the app reached 320 million MAU. Go figure!

“Meta is opening up ads on Threads to ‘all eligible advertisers globally’ and plans to show them to users in ‘select markets at launch,’ according to an update to the company’s January blog post about ads on the platform.

“The company plans to test ads in more than 30 countries globally, including the US, spokesperson Matthew Tye tells The Verge. ‘We are taking a phased approach to rolling out ads in Threads as we learn more about how to maximize both the user and advertiser experience,’ according to Tye.”

Hypha Highlights

Manufacturers who rely on Genius ERP to handle production management and HubSpot CRM for managing customer relationships and sales pipelines benefit significantly from integrating these two powerful platforms. Leveraging both helps eliminate manual processes, enhance quoting accuracy, and deliver real-time visibility into inventory.

This comprehensive guide explores the benefits of connecting HubSpot with Genius ERP, addresses common challenges manufacturers face, and outlines best practices for successful integration. By the end, you’ll clearly understand how this integration can streamline operations, reduce errors, and improve overall decision-making.

Read: The Complete Guide to the HubSpot-Genius ERP Integration ➜

HubSpot Hacks

Next Monday is the start of HubSpot Academy’s World Certification Week!

This is the perfect time for re-upping your certifications or just taking a totally new one.

“For every certification awarded between April 28th-May 2nd, HubSpot will donate $5 USD to an education-focused charity (up to $25,000 USD). This is your chance to join thousands of learners worldwide as they grow their careers and make a positive impact in their communities.”

AI in Action

News, updates and tools from the AI industry.

Here are a few quick hits from the heavyweights in the AI sphere:

OpenAI just launched a “lightweight” version of their ChatGPT deep research tool for paid and free users. Powered by their o4-mini model, it’s “not quite as capable as the ‘full’ deep research, but OpenAI claims it’s cheaper to serve and thus enables the company to up usage limits.”

Anthropic has started studying “model welfare” - asking if AI systems with human-like abilities deserve ethical consideration. As AI models like Claude can now communicate, solve problems, and have preferences, researchers want to explore if we should care about their experiences. While scientists don’t agree on whether AI can be conscious, Anthropic is investigating when model preferences might matter and how to respond responsibly as AI technology advances.

Perplexity CEO Aravind Srinivas recently revealed on a podcast that the company’s upcoming browser, Comet, will track users’ online activities beyond their app to build detailed profiles for advertising. The browser will monitor purchasing habits, travel destinations, and browsing patterns to deliver “hyper personalized” ads. While this approach mirrors Google’s successful business model, TechCrunch notes it comes at an ironic time as Google faces DOJ antitrust scrutiny over its Chrome browser and tracking practices.

 1x Speed

Before TikToks, Reels and Shorts...there was Vine.

Vine: Six Seconds That Changed The World

“This is the story of the social media app that changed the face of the internet before it crashed and burned in just three short years. Vine was the future - until it wasn’t. How did a platform so popular and beloved just disappear? Like any self-respecting chronically-online person, Benedict Townsend needed answers. In this 8-part series he tracks down Vine’s founders, social media power players and some of the most famous Vine creators to find out what really happened. What he found? A bizarre story of genius, chaos, and betrayal—and the blueprint for everything that came next. If you want to understand TikTok, or the modern internet itself, you need to understand Vine.”

How can we help you?

Industry Spotlight: VoIP + Cloud Software

CCi Voice has established itself as an indispensable partner for businesses, schools, nonprofits, and municipalities in Southern New England, New York, and New Jersey, providing state-of-the-art VoIP and cloud-connected communications technology. Hypha HubSpot Development was tasked with a comprehensive overhaul of CCi Voice’s digital presence.

Hypha’s Solution

• Logo Design/Branding
• Corporate Messaging
• Website Redesign
• User Journey Mapping
• Core Site Content
• Lead Generation
• SEO
• Content Creation
• Collateral & Graphic Design

Tech Stack

• CMS Hub
• Marketing Hub

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