Welcome back to The Hypha Wire! Summer is nearly officially here.
With that said, the Hypha team never takes a break from considering new ways we can help clients solve seemingly intractable problems or improve processes. And on that note, our team has been having a lot of similar conversations across accounts regarding prospecting and HubSpot, and how it all works together. And in almost all cases, what our colleagues tell us is clients often have their CRM in place, a sales tool (like ZoomInfo or Apollo) connected, and Buyer Intent enabled. But they’re not seeing actual success with outbound when they dig into lead sources.
Our Director of Sales, Sara, published a piece this week (linked below) that diagnoses this well. The distinction she draws is between having a stack and having a system. A stack is what tools you own, but a system is what happens with them every day, without anyone manually deciding. The qualification logic, the enrollment triggers and the routing rules are the connective layer, and they’re almost always the parts that gets skipped during setup.
She walks through the four layers of a working outbound system, and makes a point that has resonated well with our clients: a failure two layers up is usually invisible until you trace it back. The system only works when the layers are wired in the right sequence.
Buying the tools was never the hard part. The system is the purchase that actually matters, and it’s a different kind of work than getting an integration live.
On an equally important note: We’re still glowing in our home city’s seemingly overnight rejuvenation. Let’s go Knicks!
-Sage Levene, VP of Marketing, Hypha HubSpot Development
Open Mic
Negative Space Isn’t Empty
By John Patti, Web Designer
One common piece of feedback I get during a website review is that something feels empty. Can we add a graphic here? Another testimonial? Something to fill that gap between sections?
I understand the feeling of needing to put something there and thinking something is off. A lot of people look at negative space and think something’s missing. In reality, it’s one of the hardest things to get right. Good use of negative space gives your eyes a break, keeps the page from feeling cluttered, and makes the elements that matter stand out even more.
When every part of the page is stacked with content like text, images, animations, calls to actions, visitors have to decide what’s important. Give those sections some breathing room and the hierarchy becomes clear. Your eyes know where to go. The headline gets noticed, the button stands out, and the page becomes easier to scan. This is especially true in HubSpot, where drag-and-drop modules make it easy to keep stacking section after section until what started as a clean design becomes a wall of information fighting for attention.
Good design isn’t about using every available part of the screen. It’s about making every element earn its place. Sometimes the most valuable thing on the page is the space around it.
The ad-ification of the world continues. However, this is legitimately a cool way to reach new customers.
“EA Advertising is expanding EA’s ecosystem by enabling brands to integrate directly into gameplay through dynamic, real-time placements, from stadium signage to custom in-game content.
“In these interactive gameplay environments, brands become part of the game itself, reflecting how players engage with advertising in real-world contexts through digital ad boards, scoreboards, and brand broadcast overlays.
“According to the company, EA has reached over 120 million players each month in 2026, playing the equivalent of 23,000 NFL seasons every day in Madden NFL and completing more than 1 billion matches each month in EA SPORTS FC.”
“According to the results, YouTube has become both the leading discovery platform and the most-used platform for podcast consumption. Forty percent of listeners said they discovered their favorite podcast on YouTube, more than double any other source. Additionally, 40% identified YouTube as their most-used podcast platform, surpassing both Spotify (18%) and Apple Podcasts (11%).
“When social platforms including Facebook, TikTok, and Instagram are added to the equation, 61% of listeners attribute discovering their favorite podcast to either YouTube or social media.
“The research also found that discovery is increasingly driven by organic content rather than paid promotion. Among listeners who discovered a favorite podcast through social media, 60% found it through content shared by someone they follow, compared to 33% who discovered it through sponsored content.”
Hypha Highlights
A working outbound prospecting system for HubSpot is that connective layer. It takes an in-market signal, sources the right contacts, qualifies and enriches them, and hands a rep something to send—on a loop that runs without anyone manually deciding who to email today. This guide walks through what that system actually is, the layers it’s built from, why most setups stall, and how a deployment should be sequenced so it sticks.
Commerce Hub is now officially known as Revenue Hub!
“Revenue Hub™ brings quoting, contracts, billing, and payments into HubSpot so that revenue context is unified with everything else a team already knows about their customers. Expansion signals and renewal risks get surfaced automatically helping your business grow.”
AI in Action
News, updates and tools from the AI industry.
The U.S. government issued an export control directive requiring Anthropic to suspend access to its Fable 5 and Mythos 5 models for all users, citing national security concerns over a reported jailbreak method. Anthropic says it reviewed the technique and found the vulnerabilities to be minor and already replicable by other publicly available models.
U.S. employers announced nearly 97k job cuts in May—the highest for that month since spring 2020—with AI cited as the leading cause for the third consecutive month, accounting for nearly 40% of cuts. AI has now been linked to more than 87.7k job losses through May alone, already surpassing the full-year 2025 total.
Salesforce announced it will acquire AI customer service platform Fin, (formerly known as Intercom) for $3.6 billion. The deal is aimed at bolstering Agentforce, Salesforce’s enterprise AI agent platform. The acquisition is expected to close in early 2027.
SpaceX announced it will acquire AI coding startup Cursor for $60 billion. Cursor, whose revenue has grown to $4 billion and whose tools are used by 60% of the Fortune 500, had been navigating a tense relationship with its primary AI provider Anthropic, after Anthropic launched its own competing coding tool, Claude Code.
DeepSeek raised $7.4 billion in its first funding round, valuing the Chinese AI lab at more than $50 billion and making it China’s most valuable AI startup. Founder Liang Wenfeng contributed roughly $3 billion himself and structured the deal so that most external investors hold stakes through a limited partnership he controls, with a mandatory five-year lockup.
ChatGPT’s global market share has dipped below 50% for the first time, falling to 46.4% by May as Gemini and Claude continue to gain ground, according to Sensor Tower. Claude now holds 10.3% market share with 245 million monthly users, and stands out on monetization—13% of Anthropic’s users pay for a subscription, the highest conversion rate in the industry.
At a closed-door G7 summit meeting in France, Anthropic CEO Dario Amodei and Google DeepMind CEO Demis Hassabis called for a U.S.-led international coalition to establish AI rules and standards, with a focus on structured access to frontier models, chip trade restrictions excluding China, and cooperation on cybersecurity and bioterrorism risks. OpenAI’s Sam Altman also attended and echoed the call for a global forum to set testing standards.
Google, Microsoft, Salesforce, Snowflake, and others announced a new software standard called Agentic Resource Discovery (ARD) designed to let workers access AI features across any enterprise app from a single interface—a move widely seen as a way for established software companies to compete with Anthropic and OpenAI for enterprise AI dominance. Neither Anthropic nor OpenAI signed on to the ARD standard.
“Sarika Garg, GM of Revenue Hub, has spent 26 years solving hard B2B problems—and she’ll tell you this one is the hardest. Revenue data is trapped in disconnected systems, go-to-market has never been more complex, and the old way of knitting it together simply doesn’t scale. Revenue Hub changes that.
“In this episode, Sarika breaks down why CPQ and billing belong in the CRM, not the finance stack—and what that shift unlocks in an agentic world. Revenue context isn’t just data; it’s what tells an agent what happened, why it happened, and what to do next. Early movers in Revenue Hub won’t just serve the market—they’ll shape it.”
How can we help you?
Case Study: HubSpot Content Hub Site Build + Marketing Hub Implementation
A clean energy company had working technology—turning organic waste into usable energy at scale—and no way for anyone outside their immediate market to find or evaluate it. No brand, no website, no content, no press presence. Hypha came in as full agency of record.
Two problems: build everything from scratch, and fix a structural issue where local waste processing customers and bulk wholesale energy buyers were routed through the same digital environment. Two audiences with almost nothing in common, sharing one site.
We built the brand, wrote every word on the site, and facilitated photography and video of actual facilities. Homepage infographics made the process visible. Site architecture separated local and wholesale into distinct paths. Pillar content was structured to hold up for a procurement officer and a public official without either wading through material written for the other. Press releases, a webinar, a launch event, and earned media outreach to public officials rounded out the build.
The result: international renewable energy organizations recognized the company publicly through the new presence. Wholesale lead velocity improved. Two audiences finally had distinct paths.
Built something worth knowing about but the go-to-market infrastructure isn’t there? Contact Hypha—we’ve built it from scratch before.
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