All this and more in this week’s edition of The Hypha Wire, from Hypha HubSpot Development.
Happy Friday, and welcome back to The Hypha Wire! Let’s jump right in.
We’ve been having a lot of conversations lately that start the same way: “Our website traffic is down, but we haven’t changed anything.”
And that’s exactly the problem.
While you’ve been focused on running your business (as you should be), things have been quietly shifting beneath the surface. AI-powered search tools are changing how people discover businesses. Social media has become a primary research channel. And Google’s own AI overviews are affecting click-through rates in ways we’re still understanding.
The websites that seem to be thriving in this new environment? They’re the ones that have adapted to leverage HubSpot’s latest capabilities.
We’re not talking about chasing every new feature, just strategic updates that actually move the needle. Things like upgrading your HubSpot theme for better mobile performance, implementing Breeze AI tools, and fixing data quality issues that help you understand where your best leads are really coming from.
The encouraging news? Most businesses haven’t made these updates yet. Acting now puts you ahead of the curve rather than playing catch-up later.
We know website updates can feel overwhelming, especially when you’re already managing a million other priorities. That’s why we’re offering free, live HubSpot portal audits—no advance access required, just a conversation where we walk through your actual portal together and identify what’s working and what could work better.
Because honestly? Your website should be working as hard as you are.
-Sage Levene, VP of Marketing, Hypha HubSpot Development
Open Mic
How To Think Like a HubSpot Product Expert: The Foundation
By Iman Khondker, Technical Project Manager, Hypha HubSpot Development
I’ve been troubleshooting HubSpot portals for years, and there’s one question I always ask clients when something goes wrong: “Show me a contact where this failed.”
Nine times out of ten, they can’t—and honestly, I get it. When you’re in the middle of a crisis, the last thing you want to do is dig through individual records.
Here’s what usually happens: Something stops working. The pressure mounts. You start adjusting settings, hoping something will click. Meanwhile, the real culprit—maybe bad data from months ago—keeps quietly causing issues in the background.
We’ve all been there, and it’s not about your HubSpot skills—it’s about having the right approach.
Think about it: When your car makes a weird noise, you don’t just pop the hood and start adjusting things randomly. You listen, investigate, and figure out what’s actually wrong. HubSpot deserves the same methodical approach.
The encouraging reality: Every HubSpot property keeps a detailed history—you just need to know where to look.
When you hover over any property, there’s a hidden “details” option that shows you exactly what changed it, when, and why. A user? A workflow? A form submission? It’s all documented, waiting to help you solve the puzzle.
But here’s something I learned the hard way: even the best detective work falls short if your foundation isn’t solid. I’ve seen brilliant teams building sophisticated automations on top of contacts missing email addresses or deals without owners. It happens to everyone—HubSpot grows with you, and sometimes the cleanup gets overlooked.
The two-step foundation that changes everything:
Start with the obvious (create simple filters to find incomplete records—you’ll be surprised what you discover)
Let the data tell its story (use property history to understand what really happened, not what you think happened)
The best part? Once you develop this investigative mindset, troubleshooting becomes less stressful and more strategic. You’ll move from “something’s broken” to “here’s exactly what needs fixing.”
Want to see all four expert strategies?Read the full guide to discover the complete approach that helps you think proactively instead of reactively—including the automation techniques that prevent issues before they start.
Another leader has weighed into the AI job disruption debate. LinkedIn CEO Ryan Roslansky says workers need to embrace AI and focus on uniquely human skills like communication and collaboration to stay competitive. While he does expect disruption ahead, Roslansky believes AI will ultimately democratize opportunities by making it easier for anyone to start businesses or build applications.
“My hope is that what previous labor shifts have lacked, which exists now, is LinkedIn to help make this an easier transition by sharing this data, help people connect, learn things, share knowledge with each other and have access to the right opportunity.”
Podcast Marketing Academy and Lower Street released their 2025 Podcast Marketing Trends Report, surveying 311 podcasters who collectively produced over 50,000 episodes and received 3.7 billion downloads. The report found that the fastest-growing podcasts are prioritizing quality over quantity, experimenting with video content, and trying new formats beyond standard interviews.
“There will always be trends and commonalities that seem to define the biggest and highest growth shows. But there will also always be outliers.
There’s no one way to grow a show. No one format, topic, or strategy. So don’t be afraid to buck the trend and experiment with whacky, scrappy, and unorthodox marketing strategies that no one else is doing.”
Hypha Highlights
One of the most consistent missed opportunities we’ve seen when auditing a HubSpot Portal is a lack of intentional segmentation. When teams finally recognize its importance, it’s often after the fact—when it’s harder to implement changes that could have made a difference earlier in the buyer journey.
Segmentation Isn’t Just Lists—It’s the Backbone of Personalization
In HubSpot, segmentation is one of the most powerful tools you can use to personalize engagement, accelerate sales, and prevent leads from slipping through the cracks.
“For this piece, I surveyed 100+ marketing and advertising professionals about whether they practice inclusive marketing and how they implement it and got tips from inclusivity experts on how businesses can create an effective inclusive marketing strategy.”
AI in Action
News, updates and tools from the AI industry.
Let’s see what’s happening across the ecosystem:
OpenAI and Mattel have announced a partnership to bring generative AI to toys and entertainment products. The companies plan to launch their first AI-powered product later this year. Additionally, OpenAI has been stealthily building productivity features to be integrated into ChatGPT, including document editing and chat capabilities. The development of these features demonstrate an attempt by the company to rival other workspace platforms, such as Google Workspace and Microsoft office.
Anthropic has launched a new beta feature for Claude that lets users build and run AI-powered apps directly within the chatbot interface, expanding on its existing Artifacts capability. Users can describe what they want to create, and Claude will write the code and display the interactive results, enabling everything from games and data analysis tools to complex agent workflows.
Former OpenAI executive Mira Murati raised $2 billion for her new AI company Thinking Machines Lab, giving it a $10 billion value after just six months. The startup hasn’t revealed what it’s building, but investors backed regardless due to Murati’s track record and her team of former OpenAI employees.
AI voice platform ElevenLabs launched 11.ai, a voice-first AI assistant that can take action by connecting to your everyday tools like Slack, Linear, and HubSpot through Model Context Protocol (MCP). Unlike a voice assistant that just answer questions, 11.ai can reportedly plan your day, research customers, manage projects, etc. all through voice commands.
Google launched Gemini CLI, a free open-source AI agent that brings Gemini directly into developers’ terminals. The tool can handle coding, web searches, file manipulation, and task automation through natural language commands, while also integrating with Google’s Gemini Code Assist for VS Code.
Meta invested $14.3 billion to acquire a 49% stake in Scale AI, a data labeling company that provides the high-quality training data needed for AI models. The deal gives Meta access to Scale AI’s global workforce that manually labels images, text, and video for machine learning, while Scale AI founder Alexandr Wang will lead Meta’s new superintelligence research lab. However, Scale AI recently came under fire for leaving confidential AI training materials from Meta, Google, and xAI openly accessible through unsecured Google Docs, raising serious questions about the company’s data security practices. Additionally, Scale AI wasn’t Meta’s first choice—CEO Mark Zuckerberg reportedly approached several high-profile AI startups including Perplexity AI, Runway, and the aforementioned Thinking Machines for potential acquisitions, but his offers were declined.
“This week, we present a clip from our first ever Hard Fork Live! Sam Altman and Brad Lightcap, CEO and COO of OpenAI, joined us on stage in front of a crowd of more than 600 people to talk about building A.I. hardware, OpenAI’s relationship to Microsoft and Meta, and A.I. and jobs.”
How can we help you?
Industry: Manufacturing
Manufacturing companies using Genius ERP often struggle with disconnected sales and production systems that create data silos, manual errors, and slow quoting processes.
Hypha specializes in creating seamless integrations between HubSpot CRM and Genius ERP that eliminate manual data entry, provide real-time inventory visibility to sales teams, and automate the handoff from closed deals to production workflows.
Our manufacturing-focused approach ensures your sales representatives can deliver accurate quotes instantly while your production teams receive automated notifications and detailed specifications the moment a deal closes, transforming disconnected systems into a unified growth engine that reduces errors and accelerates your entire sales-to-production cycle.
Ready to eliminate manual processes and connect your sales and production teams? Contact us today to discuss how our HubSpot-Genius ERP integration can streamline your manufacturing operations âžś
Thanks for reading! We’re off next week, and back on July 11. See you then!-Team Hypha
Hypha Development, 56 School Street, Floor 2, Glen Cove, NY 11542
