The HubHeroes 2025 HubSpot Wishlist: Features, Hubs, Expansions, + More
Do you live in a world filled with corporate data? Are you plagued by silo departments? Are your lackluster growth strategies demolishing your chances for success? Are you held captive by the evil menace, Lord Lack, lack of time, lack of strategy, and lack of the most important and powerful tool in your superhero tool belt, knowledge. Never fear, hub heroes.
Intro:Get ready to don your cape and mask, move into action, and become the hub hero your organization needs. Tune in each week to join the league of extraordinary inbound heroes as we help you educate, empower, and execute. Hub heroes, it's time to unite and activate your powers.
George B. Thomas:Hi. Liz, first of all, before you get into why we're here today and what we're gonna talk about, I just want everybody who is maybe watching this on LinkedIn to know that the chat pane is being paid attention to. If you have an item or an idea, make sure you hit that because I'm definitely we are definitely watching the chat as we move forward. So, Liz, what what the heck are we doing here today?
Liz Moorhead:Well, apparently, I left you jokers unattended last week, and you ended up having an absolutely incredible conversation, but it was so incredible that it required a part two. So, George, I actually wanna ask you guys. Bring our audience up to date if this is their first episode, particularly since it's the first time we're going live on LinkedIn.
George B. Thomas:Yeah.
Liz Moorhead:What the heck happened in my absence? What were you guys doing?
George B. Thomas:Well, I mean, we were having a good conversation. And and, by the way, you should go back and go to the Hub Heroes podcast and listen to that conversation. But then when we we kinda were tiptoeing around the things we wish, could happen. We we wanted to be able to do the kind of magic wand moments that we could foresee in the future. And, we all agreed, hey.
George B. Thomas:We should do an episode on that. Like, what listen. We we know historically that HubSpot loves ideas.hubspot.com. We know historically that HubSpot loves to listen to, the humans, the humans that use HubSpot. And so why not give them a whole episode of things that they could be like,
Liz Moorhead:So let me get this straight. Let me get this straight. You had a whole episode that was dedicated to the idea of, hey. There's been a lot of big changes to HubSpot recently, lot of new bells and whistles added. So let's go back to basics and talk about what the basics, the fundamentals of HubSpot and inbound that you need to pay attention to, and you still ended up tiptoeing around.
Liz Moorhead:But what if we had more?
George B. Thomas:Yes. We need help. We Yeah. We need help.
Max Cohen:Not satisfied.
Liz Moorhead:Not satisfied, Maximus? Why aren't you satisfied this morning?
Max Cohen:Because I'm not I I ain't never gonna be not satisfied. Oh, jeez. I ain't never gonna stop being unsatisfied.
George B. Thomas:I go back to we need help.
Liz Moorhead:Well, gentlemen gonna stop. The only hope I can offer is the ability to purge all of these ideas from your brain and into the general populace. Does that work for you all today?
Max Cohen:Yeah.
Liz Moorhead:Yeah. Fantastic. So that's what we're going to be talking about today. Each of us has come to the table today with a wish list of things and stuff and abilities that we wish we had within HubSpot.
George B. Thomas:Yeah. And some of us more than others. Let's just throw that out there real quick. Good god, Max. It
Max Cohen:feels like an attack.
Liz Moorhead:Max, I'm doing well.
George B. Thomas:No. I'm not attacking, but I was looking for my beep button because I felt like I should swear when I looked at your list. But, anyway I was
Max Cohen:swearing when I was building it.
Liz Moorhead:Max, do you wanna kick us off since we have about a Homer's Odyssey worth of stuff to get through with you in this episode?
Max Cohen:Yeah. I mean, where do you want me to start? I mean, I
Liz Moorhead:don't I'm scared looking at this list. The instructions were two to three, my guy, and we have 18.
Max Cohen:Mhmm. Yeah. I well, be fair.
George B. Thomas:Quick actions a lot. Can we start there?
Max Cohen:Like, it's fitter. Hold on.
George B. Thomas:You say quick actions. Like, walk us through that.
Max Cohen:I just I just wanna point out, nowhere in the instructions did it say two to three Oh. On that document. So
Liz Moorhead:Also, can we talk about the fact, like, I don't know if anybody else noticed this, and our viewers at home cannot see this part, but I'll share it. This is not so much an assignment that you completed for this podcast. This is a note you began on 10/15/2024 at 09:30AM.
Max Cohen:Correct.
Liz Moorhead:This is a list of grievances that has been growing for some time.
Max Cohen:Yes. Yes. And what I mean, this was my wish list. This is this is I mean, a lot of these, you know, a lot of these are just, you know, like, little things. Just like little nice things that I think would be cute in order to have
Liz Moorhead:nice things you think would take us through your cute list.
George B. Thomas:Yeah. Or or one or two and then Yeah.
Max Cohen:Sure. Well, George, let's say what George said. George, you said I mentioned quick actions.
George B. Thomas:Yeah. You mentioned quick actions, like, in two, if not three of, like, these takka stuff
Max Cohen:there. Well, so do you remember how they created those quick action record cards that go in the middle panel? Do you know what I refer to?
George B. Thomas:Yeah. I do. And Chad has even given you, like, a finger in the air, like, a good finger, by the way.
Max Cohen:So they have, you know,
Chad Hohn:they have a lot of voice is shot today. So
Max Cohen:We're dying, Chad.
Liz Moorhead:Too much giga. Not much,
George B. Thomas:Chad. I mean, I
Max Cohen:also probably need to, like, look at them. But, like, there's, you know, there's a couple ones in there that are just, like, kind of, goofy. Right? And, like, I think there's a really big opportunity to add some, like, super cool stuff in there. So, like, for example, k?
Max Cohen:They have a, quick action button in the middle panel card that just says, like, go to a URL or, like, go to a page. Right? But it's possibly the most pointless button in the entire world because it doesn't let you customize that URL per record at all. Right? So, like, it's it's literally just it's it's you know what it is?
Max Cohen:It's literally worse than a bookmark in Chrome. Like, it's not like, there if it's just always going to the same place, why have it on a record? Right? Like, usually, you have things on a record because it's unique to that record. Right?
Max Cohen:So what I would love to see is the ability to create those quick action cards that go to links. Right? But those links come from properties you're storing on the record. Right? So, like, let's say for example Partially
George B. Thomas:from properties.
Max Cohen:Yeah. Or or partially. Correct. Right? Let's say, for example, you've got some outside system that your team still needs to rely on.
Max Cohen:Right? And you've got some information or maybe, like, a link to, you know, a record for that record in that other system. It would be amazing if we could say, hey, when you build this quick action button in the middle panel, pull the URL from this other property that's storing, you know, this unique URL for this specific record in that other system. Right? I would love to see that.
Max Cohen:You know, so that would be super cool. What was the other one? Quick action, middle card button to manual. Oh, yeah. Dude, let me throw an object through a specific workflow through one of those quick action cards.
Max Cohen:Right? Like, I just think there's so many more dynamic things that they could do because, like, when it launched what is it? Oh, is it just, like, a big version of the same thing you see on the top left hand corner of a record? Right? So it's I don't know.
Max Cohen:There's a lot that can be done there, and yes, maybe they were just, like, laying the foundation for some really cool things to come. Right? But, you know, every time I go and try to set that up in its current state, I'm like, this adds zero value whatsoever. Like, because it there's just, you know, nothing, like, really cool that I can do with it.
George B. Thomas:Yeah. I I like, Chad, that you said it's been there for a while, which for anybody who's been in the HubSpot ecosystem, you know, it's easy to think about, like, when something's sat there for a while, does that mean it's done? And, of course, I I HubSpot projects, anyone? I know. I sadly say HubSpot projects to this.
George B. Thomas:Like, it's been there forever, but nothing's happening.
Liz Moorhead:Why do we have to so early, Chad? Why do we have to save you so
George B. Thomas:well? It's in the. Yeah. It's in the. But Yeah.
Max Cohen:Next to academy.
George B. Thomas:Yeah. Come on, ladies and gentlemen. So, hopefully, Max, I would love to see them do the anything that you can do to make it more dynamic based on records is amazing.
Max Cohen:I think that, but I also think, like, yo, let third party app developers build quick action buttons that work inside those cards. Like, I think that'd be
George B. Thomas:cool.
Chad Hohn:With UI extensions, you could do that now, I think. Right?
Max Cohen:Oh, yeah. I mean, you could build totally separate UI extensions. What I'm saying is, like, like, what if what if they could build buttons that someone could put into one of those, like, standard quick action cards? Sure.
George B. Thomas:Yeah. Do you do you think that somebody like Event Happily would have a reason to have a quick action like that?
Max Cohen:Yeah. Probably. Sorry. My family's calling me. Give me one second.
Max Cohen:I gotta go on mute.
George B. Thomas:Alright. Well, then, Liz, who what about you, Liz? You actually had, a couple items on this list. Why don't you talk through one of yours before we baton it to the the next
Liz Moorhead:Yeah. Absolutely. I mean, the biggest thing for me and it was so funny. When I was sitting down and thinking about what are my wish list items for what I wish HubSpot would do, I found myself not actually asking for anything wholly new. Although, George, some of the items on your list I found very, very intriguing.
Liz Moorhead:But when I think about my role as a content strategist, because that's really what I do. Right? Content strategy, content creation. I'm really happy, for the most part, with a lot of the tools and how they exist. The biggest gap for me and the biggest wish list item for me, quite frankly, is the education in HubSpot Academy continues to be lacking in the content area.
Liz Moorhead:We have a lot of great content certifications around picking the right topics, around distribution, around all of these things. But let's be honest, the part of content creation and content strategy and content overall that continues to be the hardest is the actual creating of the content. When you have in hand the topic you need to make into a reality, people still don't know how to do it. Content creation still hurts. Even with AI tools, we're not teaching them the basic formulas, the basic simple best practices.
Liz Moorhead:Right? That go into content creation. And it's not this isn't something where I'm necessarily pointing fingers just at HubSpot alone. It's something you and I have talked about, George, extensively. And when I say you and I have talked about, you have politely nodded while I've just gone completely unhinged with my ranting.
Liz Moorhead:But this is a problem that I've noticed in the industry overall since the beginning. It there is this thing that we don't talk about and that's creating content. The actual physical act of somebody gives you a topic and they tell you to create a piece of content from it hurts. Either people don't understand the process or they feel really insecure about it, even if they are in decades long expert in the topic. Like there is just nobody talks around it.
Liz Moorhead:And then we just hope people's education that they paid attention to maybe in, like, middle school, high school, maybe college is gonna carry them through.
George B. Thomas:Oh, God. That's
Liz Moorhead:It's just it's it doesn't have to hurt so much. So my biggest wish list item and HubSpot, I hope you're listening and I would happy to be a part of it is talk more about the physical act of creating content because just throwing more generative tools into the mix is actually making it more challenging. Those tools become powerful when you understand how to plug a strategy in, when you understand how to tell a story, when you understand all of those things. But that's my biggest wish list item.
George B. Thomas:Like I love it.
Liz Moorhead:HubSpot Academy is an incredible resource of education. And I have been in this in this industry now for about ten years, and that continues to be the spot where I'm like, am I just alone in the darkness banging a pan asking for this? Does nobody else want this?
George B. Thomas:Yeah. Maybe we won't. I'm gonna go out on a limb here, and and pray that the LinkedIn algorithms, deliver this at the doorstep. Courtney Sembler. Meet Liz Morehead.
Liz Moorhead:Hi, Courtney.
George B. Thomas:Liz Morehead. Meet Courtney Sembler. Like, hi. Can can we do something? Can we create some I would love to see that.
George B. Thomas:Anything that we can do to make things that are hard easier, like, it, to me, is just a a win win situation here. And and so I I'm gonna actually piggyback off of what you, kinda were talking about there, Liz, because when I think about what's difficult right now, it it's we have an ecosystem that, hopefully, we understand it's about being Human centric. Value first, right, type of type of scenario here. You're creating content. You're a believer in inbound.
George B. Thomas:You wanna create courses. You wanna do these things. You wanna build a community, but dang on it if it ain't hard. You you gotta fly over to something like Circle. You gotta fly over to something like Mighty Networks.
George B. Thomas:And then all of a sudden, the conversation becomes that you gotta integrate Zapier because you definitely want deals to be there. And, well, where should payments happen? Should they happen over on Circle or Mighty Networks? Should they happen through HubSpot payments? And, dang, gone, it just becomes convoluted and becomes a mess.
George B. Thomas:And what I would love to see is where we could just have, like, a circle or a Mighty Networks natively inside of our Hub Spot content, hub, the CMS, whatever portion you wanna put it into, but being able to literally fire up. And, again, you can use different spaces. You know, maybe it's hubs and sprockets instead of, like, spaces and whatever they use in seven lesson course with a quiz that then delivers a certification when you're done that's, you know, automatically behind the, like, membership area where people can sign up. And, there's actually, like, a native chat community feature where like, first of all, HubSpot. You yourself could could dramatically change the HubSpot community ecosystem by having your own mighty network circle scenario for, like, what you're trying to do, let alone if we as customers had this ability to to to be community focused, easily do live events behind the paywall, easily do courses behind the paywall, easily enable conversations inside of a community.
George B. Thomas:And why? Dang gone. Because it's on top of a CRM. Dang gone. Because it would have the ability to do smart content.
George B. Thomas:Dang on because you could fire workflows based off of things that they actually did in your community natively. Okay. I'll get off my pedestal.
Liz Moorhead:Also allows you to more easily integrate a lot of the content that you're creating. Right? You and I have done a ton of experimentation with, membership based community networks. And the challenge has always been is that it's a walled garden. It exists on an island, completely disconnected from the rest of the digital ecosystem of your brand.
Liz Moorhead:Now I could also see a world in which, you know, that's a very exciting hub, but it's it's to me, and maybe I'm thinking about this incorrectly, it's the it would be like the first type of product hub, right, where the hub is the product you're actually giving to your customers. And that's exciting, but that is also very big uncharted territory. But I that was the thing on your list that jumped out at me of, yes, make it easier.
George B. Thomas:They launched that, I might die and go to heaven. I'm just saying. I'm like We
Liz Moorhead:need you alive, so don't do that.
George B. Thomas:Yeah. That's true.
Liz Moorhead:Chad, I know you are you are you are here struggle busting with us today, right, guys? So everybody, let's clear some room for our soft spoken wizard. Tell me what you've got on your list, bud.
Chad Hohn:Yeah. Well, I apologize. I've just been coughing all weekend. Totally fine, but throat hurts. No.
Chad Hohn:You're not? Yeah. Well, you know, totally fine outside of
George B. Thomas:your neck.
Liz Moorhead:Loving, Max. Leave him alone.
Chad Hohn:It's okay. I'm still enjoying myself. Apologies. Next time we're live, we'll or all sound better. I promise.
Chad Hohn:But, anyway, I think piggybacking off of what George was saying just to, like, expand on that for a second. One thing I really enjoyed was, the thought of how that could tie into onboarding training and a customer success workspace. Because what if your product that you're selling needs that level of integration and understanding of how far somebody's gotten through your training content, a knowledge base isn't great for that. You can see if somebody's hit a page. And if you're using certain video sharing services, you can see if somebody's watched a video.
Chad Hohn:But creating some sort of course content that's a little more advanced like that would be amazing to be able to automatically let somebody into one of those, like, sprockets or whatever to allow them to start using some of those, functions. That'd be amazing. That'd be, like, such a great thing for customer success. Right?
George B. Thomas:Well, we
Chad Hohn:learn hub.
George B. Thomas:And, dude, it would revolutionize our super admin training in the way that we do that. And, oh my god. Anyway Yeah. Anyway, I'll shut up because it's your
Chad Hohn:Yeah. Yeah. For for me, I think, one thing that would be you know, that I wanted to talk a ton about, and we'll see if we get back to some of my other ones, but is, like, and I noticed this on Max's list too, but it's different. Mine was the ability to basically autofill parts of payment links, like Commerce Hub. Right?
Chad Hohn:So, basically, you, you know, you can't inject a discount code with a query parameter or anything like that. They have to manually type it in, if I'm not mistaken. And to be able to prefill contact info, if you know who you're sending a payment link to. Right? And, like, maybe that computer's not cookied, but you know who you're sending it to.
Chad Hohn:So you can prefill it with URL parameters. Right? And, you know, I think Max's was an extension of that, but it'd be amazing if you could do some additional functionality with payment links, especially now that they're getting better tied into the Commerce Hub ecosystem. And for me, at least as partners, I would love for them to be able to unlock some of the restrictions surrounding Commerce Hub, at least in some way that we can build some sort of a proof of concept of what we need for customers if we're selling something that's repetitive or that we build over and over. Like our industry, we sell the same thing to many customers.
Chad Hohn:We have a templated build on HubSpot. And so I'd love to be able to, like, build something with no restrictions to, like, some of the commerce hub stuff, like, not being able to write payments or have payment custom objects or custom properties or different things because we have to have custom objects that represent payments in the accounting software because we can't add custom properties to the payments object. So we have two different types of payments, and it's a whole thing. It's, like, confusing for the customer.
Max Cohen:Well, subscriptions just got it. Right? Mhmm. Yeah. That's the problem.
Max Cohen:Is coming pretty close.
Chad Hohn:I imagine they are. Yeah.
Max Cohen:I mean, you're gonna see a lot of that with, you know, the acquisition of cash flow and everything because that's really what was in it for them was that big beautiful Yeah. You know, subscription billing engine. Right? And so
Chad Hohn:you probably were over there about Yeah. The acquisition and some I mean, I've talked to some people over in Commerce Hub, and there's been some very exciting things on the on the road map.
Max Cohen:Commerce Hub's getting that big boost, Dean. You know what I mean?
George B. Thomas:It's not on my list, but I should have put it on the list of, like I would love because I had by the way, I got a text, maybe two days ago from a buddy of mine, and the text went something along the lines of, hey. Do you know somebody who is a commerce hub ninja, like a WooCommerce or Shopify? Like, imagine like, we already have a commerce hub, but imagine if it was more like you could literally build a storefront. And, again, name comps. Names of, like, you don't now all of a sudden you're like, I don't care if there's a Shopify integration because I'm gonna use HubSpot's x y z, whatever you call it.
George B. Thomas:And you could literally do, like, T shirt sizes and colors and all, like, all of the commerce things. But, again, in the now now take that and pair it with community and CRM and everything that we've talked. Oh my goodness gracious.
Chad Hohn:It literally be the business center of business operations for everything you do. You'd be like, if you even if you were, like, like, a YouTuber, you could use it for, like Yeah. Literally your whole thing, you know, even though that's, like, b to c. Right?
Max Cohen:You you ever you guys like, I I don't know how, I don't know how much I believe this. Uh-oh. But do you do you have this
George B. Thomas:thing I'm on LinkedIn.
Max Cohen:No. I know. I know. But I'm saying, like, do you do you do you feel like, like, HubSpot would be moving closer and closer and closer to have some sort of, like, lightweight Shopify alternative type deal?
George B. Thomas:I hope so.
Max Cohen:Yeah?
George B. Thomas:No. Actually, I'll even step for I pray so. Really? Yeah. Bro, I'd use it in heartbeat.
Max Cohen:Yeah.
George B. Thomas:In a heartbeat.
Max Cohen:Like a ecommerce like a true ecommerce, like Yep. Here are my wares that I sell. Like, you know, you can pick it out
George B. Thomas:of a shopping cart. Where would Max be selling his hats from?
Max Cohen:Based. True. True. Yeah. I mean, I think that'll be interesting.
Max Cohen:Like, I you know, I think they're really it's obvious that they're really trying to, like, nail down the b to b, you know, commerce side of things. And, you know, they're really gonna get like, the next thing you're gonna see them do is get really, really, really good at being that sort of, like, Stripe alternative for SaaS companies. Right? Where, like, they can build subscriptions in through the APIs and, you know, do all that kind of stuff. Right?
Max Cohen:And, like, really connect, like, their app and their billing into, like, HubSpot's back end system. Because, you know, that's really kinda where they still sort of, like, lack in terms of how they kind of, you know, service SaaS companies. It's like all those people are still building on Stripe. Right? So, yeah, I think that's gonna be really interesting to see.
George B. Thomas:Couple things. One, chat pain is actually happening over here on LinkedIn live. So if you're listening, by the way, to the podcast on the podcast stream after the live, just know that you could be joining us on Monday, LinkedIn live, 9AM, eastern. But, also, I wanna shout out to Maddie Jolley. I hope I said your last name correctly.
George B. Thomas:She'd love to have the ability to create custom activities and custom task types.
Chad Hohn:I love
George B. Thomas:that. Also wanna give a shout out to
Chad Hohn:workflows are a thing. That's cool.
George B. Thomas:Yeah. Trent Little. Yes. Sometimes you wanna get Chad going, and sometimes you don't wanna get Chad going. It just depends on the topic.
George B. Thomas:So I will go ahead and get Chad.
Max Cohen:Get Chad.
George B. Thomas:Let's who should we move in next?
Max Cohen:Is it back to me?
George B. Thomas:Yeah. It is.
Max Cohen:It is back to me.
Liz Moorhead:List of grievances.
George B. Thomas:Yeah. But you still very own customer, by the way. You Yeah.
Max Cohen:I mean I mean, I'll hit this first one here. It's like, dude, we need some, like, more we need I think it's time that dashboards gets a little bit more, visual tools to make sense of the data that someone's seeing. Right? Like, think about, like, all you can do is just dump report after report after report after report onto a dashboard, right? Like, I would love to see something as simple as like a thin dividing line between, you know, the the bricks in which make up your canvas that you can put your reports so I can at least, like, break things into sections visually, right?
Max Cohen:Imagine if you could, like, collapse sections and, like, name them and, like, not have to just stuff everything in a rich text module, which takes up a slot for a report. Like I
George B. Thomas:need half a brick. I need the half brick to be able to put titles.
Max Cohen:Yeah. Let me half brick it. Exactly. That's why that's why I'm talking about, like, a thin divider line or something like that. Like, I I just think we need some, like, we need some more visual tools there to help us, like, organize and make sense the data instead of it just being, like, a slew of reports or rich text modules and it being super ugly.
Max Cohen:Right? Like, if you think about it, like, that that tool hasn't fundamentally changed in a really long time from what it feels like. Right? Maybe without you know, barring some changes to, like, the limits of how many reports you can have in dashboards and stuff like that. But it's like, yo, give us some give us some visual tools.
George B. Thomas:You know? I can't believe you called data ugly. Bro, data
Max Cohen:is I make some ugly ass dashboards, and that's a %.
George B. Thomas:The data inside them is beautiful.
Max Cohen:Yeah. Anyway, that one's boring. The other thing that I think is, like, more of, like, a tool wide issue, I would love to see, like, exclusionary filters for association labels. Right? So when I say that, I'm thinking of situations where it's like especially in workflows, where you wanna be like, hey.
Max Cohen:Send an email to contacts with this association label. Right? But sometimes, I wanna send emails to contacts without a certain association label. Right? And so I'd love to see them, like, you know, anytime you see association labels get used as filtering, right, you you could never use them to as, like, an exclusion for like criteria.
Max Cohen:Right. Which, you know, it causes us to do a lot of weird stuff and event happily. Like it forces us to have like a do not attend, did not attend label versus a, you know, attended label because like we can't just be like send an email to everyone that attended and then send an email to everyone who doesn't have the label that they attended. We have to go, no. Send an email exclusively to people that have the did not attend labels.
Max Cohen:Then we gotta think about, oh, how do we, you know, do, like, did not attend? And we have to, like, build all these features around that just to get this, like, stupid label. Whereas, like, we can skip all that if, you know, we had the ability to just, you know, exclude the labels or whatever. Right? So I I would love to see
Chad Hohn:guy overhead and
George B. Thomas:stuff too.
Chad Hohn:Right? Exactly. To make calls to apply all those labels rather than just being able to.
Max Cohen:A %. Yeah. So I'd I'd love to be able to exclude association labels on emails, send actions, and workflows, specifically. But yeah. I love it.
Max Cohen:Oh, and also give us custom object webhooks for public apps. Please. Please. Please. Please.
Max Cohen:Please.
George B. Thomas:Please. Please. Sorry.
Liz Moorhead:Alright. Are we ready to come back into Content Station for a moment?
George B. Thomas:Yeah. Choo choo.
Liz Moorhead:I had this one as last on my list for this week, but I I need to just get this out now. Oh. I have a complicated relationship with the SEO tool. I have an extremely complicated relationship with that tool. In that, when it was first rolled out, it was a topic cluster development tool.
Liz Moorhead:Yep. And it was called the Content Strategy Tool. And I didn't totally love it, but it made me excited because I was like, finally, they are emphasizing the fact that if you are creating content, there needs to be a strategy behind it. And it looked like the promise of something where like, you know how we talked a lot about the tools that we've been seeing roll out across the hubs? Like, this is just the beginning.
Liz Moorhead:This is, quote unquote, the worst it will ever be. This SEO tool, the only way it has become more dimensionalized is to add SEO recommendations you were getting elsewhere within the tool in a more centralized location and recommended topics. And I just pulled up, recommended topics within the HubSpot SEO tool. And the first recommended topic is life.
Max Cohen:Oh, I see.
Liz Moorhead:Life. With a monthly search volume of 165,000 and a difficulty of 100. Yeah. So, you know, I'm sitting here going
Max Cohen:Hold on.
George B. Thomas:First of all You
Max Cohen:know why I did that. Right? Why? It's challenging you because it knows
Liz Moorhead:Challenging me? I don't need to be challenged.
George B. Thomas:I don't need to be challenged.
Max Cohen:No. It's going it's going listen. Liz is so good at creating content. Let's just give her, like, a super difficult keyword with a hella generic prompt. Alright.
Max Cohen:Let's Give
Liz Moorhead:me a persona in five hours.
Max Cohen:I'll be happy to challenge you to say, what's it? So tell right content. What's the
Liz Moorhead:meaning of life? Yeah. Say yes to staying in more.
Max Cohen:I think it's I think we're just doing something big back there. Yeah.
Liz Moorhead:Yeah. So here's my issue with it, is that it doesn't really strategically do anything.
Max Cohen:I'm sorry. Does someone have a giant koala bear in the background? What was that?
Liz Moorhead:I have no idea what you're talking about.
Max Cohen:Wait. Wait. Wait. Wait. Wait.
Max Cohen:Whose cat was that? Whose animal was that?
Liz Moorhead:Not mine.
Max Cohen:Oh, it's a oh, it's a
Liz Moorhead:Oh, Chad.
George B. Thomas:No. No. It's not Chad. It was it was me.
Max Cohen:Okay. That was
Liz Moorhead:Let me get my grievance out, and then we can go back to all of your fun custom webhook things. Okay? What I would like to see, because this is about a wish list episode, right, is I would like to see the SEO tool actually become something. Because, for example, I I I asked my a few of friends, who also are more in the content sphere like I am. Do you even use the SEO tool within HubSpot to find topics?
Liz Moorhead:The answer is no. All of us have something like Semrush or Ahrefs. You know, something where the data is much more validated deep, and it allows us to go into much more intentional choices in terms of how we build a content strategy. So the value for me is really not there for that. I like that you can track topic clusters, but the fact that they've been so deemphasized in terms of how we're talking about content strategies, we either have an education gap or we have a or we have a tool development app, but nobody has the heart to get rid of it.
Liz Moorhead:I think there is clearly a gap within the HubSpot marketing hub for some sort of content strategy development and tracking tool. And to all of you out there who think this is me talking to all of you, who think your editorial calendar is a content strategy. No. No. So that's my wish list item.
Liz Moorhead:Like, figure out whatever identity crisis is happening within the SEO tool and sit down and have a considered conversation maybe with some content strategists about what are the tools we need within the side within, the HubSpot marketing hub to track, build, share our content strategies because this ain't it.
George B. Thomas:So so I I wanna double down on what you're saying, Liz, but I have to say that I actually love that tool. I I wish that that tool would grow. Here's the deal. It goes back to your first thing that people need more education. People need more education on what it is and how to use it, and the tool needs more flexibility.
George B. Thomas:By the way, I'm yes. I'm hold if you're listening to the podcast, I'm holding up a book. It's literally called pillar based marketing. It's by Ryan Brock and Christopher, Toth. On page one eighty one of the book, it actually talks about building, your pillar strategy.
George B. Thomas:And so, again, HubSpot Academy. Courtney Semler. I'm giving you another shout out. Like, or or team, how can we get more micro content, educational value to this tool that is a a great idea and, you know, right can be leveraged is super powerful, but I just don't think enough it it's it, like, got built, and it's like the alternator. People know it's there.
George B. Thomas:They're not sure how it works, and they don't really know if they should be using it every time they start their content car or not. Anyway
Liz Moorhead:No. I don't really agree with it. That's why I said, like, when we've talked about other stuff in the past, you know, we always talk about how this is the worst it'll ever be, but it's just not improving. Sorry. I think my connection's a little bit quirky right now.
Liz Moorhead:But let's move on. George.
Max Cohen:You're good.
George B. Thomas:Yeah. Yeah.
Liz Moorhead:Talk to me.
George B. Thomas:Which one to pick. I I have, let's see. Let me look at the do I am I gonna have time to get back to my dynamic ads rant? Maybe. But so here's here's let me talk about this one.
George B. Thomas:Since we're on a little bit of a content train, I really, really, really would love to have a native, chat GPT integration for so many different reasons, but let me get very specific on one. I'm sitting at my couch last night. I'm watching the Bills game. I'm sitting there with my wife, but I'm also working on some content that I'm having a lot of fun creating because I'm, like, excited about this, like, direction of showing up as a whole ass human and putting something to the world that maybe other people might not put to the world. So I'm working on it, and I'm working in chat g b t.
George B. Thomas:I'm working in Canvas, and I've literally, in Canvas, applied my h one, my h twos. I've gone through and retyped things and added my own stories, and, like, I've got a piece that's just ready to publish, like, ready to pub I've humanized it because you can do that in Canvas now. Like, it's like a Word doc steroids. And I I now I gotta copy and paste it, and then I gotta worry about formatting. And I and I I can format it in Canvas.
George B. Thomas:What I would love is just to be able you know how in, like, blogs, you can, like, import Google Doc, and it'll bring the Google Doc into, like, your blog editor? Like, I just wanna be able to push a button, and the content that I've created in Canvas, it just magically shows up in my HubSpot blog for me to then use my voice and tone or That would be beautiful. Make other edits or any like, like and, again, that's just one piece. Like, there are so like, imagine being able to have all the context and cohesiveness of, like, ChatGPT projects, but it's like a, sales email project that then when you're actually in templates, you're, like, leveraging that stuff to actually create the narratives that you're anyway, I'll I'll be quiet. ChatGPT native integration for multiple reasons of HubSpot would be a wish list item for me.
Liz Moorhead:I love that. Speaking of chat GBT, chat GBT, what's next on your list?
George B. Thomas:There you
Chad Hohn:go. Yes. Nice. For me, I think one of the ones that would be really helpful would be, you know how in a workflow, you can look up associated objects. Right?
Chad Hohn:Well, you only get one result based on required filter criteria. So you can get, like, the most recently associated or the first created or the most recently updated record. The reason they have to do that is because they can't process loops of data. So what you really need is the ability to process what's called an array in programming land. And an array would be a return result of items.
Chad Hohn:So you have, like, five things. It's, like, five contacts related to a deal, and your workflow would do things to all five of those return contacts by looping each of the return search values and the properties that it returned. So being able to, like, search fully search the CRM and, maybe even to utilize GraphQL, which is often used in, like, CMS pages, because what you could do is provide, like, one record ID. So, like, let's say I wanna get a contact and then find all deals related to that contact and then all emails related to that that are outbound. And it's one search request, but it returns this entire structured string of data that you can do things with.
Chad Hohn:And it'd be really cool to be able to drill into many associations deep, like with GraphQL. Again, that's really great for things like web pages to limit the amount of API calls you need to make from somebody's browser. It just gives the data you need to fill the page with one request, right, for for for each line, maybe. I'm pretty sure that's how, like, index pages work in HubSpot where you get the contact and you get all the associated deals, and it shows, like, 18 deals and you click on it, you know, and it it shows all the different deals that you can see. Maybe they do something else, but that's, like, one way you could do it, right, for each record in the page.
Chad Hohn:So being able to at a technical level, like, every time I have to process multiple return search values, it just pushes me out of HubSpot workflows, and I can't use it. And then I have to go use some sort of middleware. Right? Or custom code, or I have to write build it in middleware, test it, and then write custom code to do it after the fact.
George B. Thomas:So I've got two things to say. One is just Wow. Yeah. We officially hit the nerdy side of the podcast with that.
Liz Moorhead:Took us forty six minutes.
George B. Thomas:I I I love to do a bit earlier for a while to get there. Super nerdy. But, Chad, the things that that would unlock, the abilities that people would then have at their fingertips. By the way, I wanna, shout out to people who might be watching this on LinkedIn after the fact or if you're watching it right now. Put in the chat pane because, again, this could be a a massive list in the future.
George B. Thomas:What do you wish HubSpot would build next? Just put it in the chat pane. Let us know. Liz, who's who's next?
Liz Moorhead:I believe it's Max. So, Max, this is our final round. Take us through
George B. Thomas:Juice wise.
Liz Moorhead:The most important ones, the juiciest.
Max Cohen:I do two?
George B. Thomas:Sure. Why not?
Max Cohen:Oh, one is super quick. I think it would be super neat if you could turn on expenses on any of the object that you want. So imagine if you had, like, a deal and you wanna track how much that deal cost to you as a company. Maybe you took clients out to dinner or sent them a thing in the mail
Liz Moorhead:or
Max Cohen:had to pay a bunch of consulting fees to get something done. Imagine if you had a little card that just looked like line items, right? But it was line item expenses and it tallied up how much that object has cost you, whether it's a deal, a contact, a company, or whatever. I think that'd be super neat. And if you could just, like, turn it on by objects, that would be cool as hell and, you know, reduce the amount of extra objects you'd have to make just to track something like that.
Chad Hohn:Yeah. It is a name thing. It could be added to the QBO sync too because we use a custom object called bills to represent both bills and expenses that link to our customers' QBO accounts when they're related to the proper It
Liz Moorhead:also
George B. Thomas:contact.
Liz Moorhead:It also gives you net revenue too, the ability to really dial
George B. Thomas:in on that. It'd be real reporting at that point.
Chad Hohn:Yeah. For sure.
Max Cohen:%. Hundred %. So there's that. I think that would be super neat. Wow.
Max Cohen:And I have floated that idea to Jeff Vincent a while ago. We'll see if it went anywhere. I think the other thing too that I just think would be so neat is like and again I maybe I talked about this last week but dude being able to do workflows based on associations getting created and running both objects side by side through a single workflow would be crazy. Right? So, like You didn't
George B. Thomas:talk about this last week.
Max Cohen:So I didn't? Okay. Alright. Alright. Okay.
Max Cohen:This is this is gonna sound insane. Right? And maybe this doesn't work for
George B. Thomas:some reason.
Max Cohen:But so when any association gets created in HubSpot, right? In the back end, there is an object for that association. Right? There's a junction object. Okay?
Max Cohen:So there is an object for an association. Right? And that association is tying one object to another object of a different type, right? So that exists independently as its own thing, right? What I would love to see is a workflow that you can create that says if for example, you'd say, Alright, whatever a contact is associated to a deal or something like that.
Max Cohen:Right? Or, whatever a, you know, a company is associated to a ticket with this specific association label. Whatever it may be. Right? I would love to basically have and, like, maybe this breaks for some fundamental reason.
Max Cohen:I I don't know. But I would love to have a dual workflow canvas where one object is on one side and the other object is on the other side. Right? So the two objects that get enrolled are the ones that were joined together by that association. And then I'd love for you to be able to do different things to those objects when that association is created.
Max Cohen:Right? Such as, like, copying information over or whatever it may be. Because, like, sure, you can like, it's just, like, triggering triggering workflows when associations happen is is really annoying. Right? You have to, like what do you have to do?
Max Cohen:You have to, like, have a calculated field that counts how many associated objects of a certain type there are and then reenroll every time the number changes and, like, do you
Chad Hohn:You could do this. You could get a private app and then add association change and then do a webhook.
Max Cohen:But that's the thing.
George B. Thomas:Yeah. But you have it as webhook
Chad Hohn:into a workflow.
Max Cohen:Sure. But this is the exact reason why we need something like this. Because as soon as you say, you could build a private app, that's when it's like, oh, shit. It should be a feature. You know what I mean?
Max Cohen:Exactly. Yeah. Yeah. That's cool.
George B. Thomas:Hear private app, I'm like FBI open up.
Liz Moorhead:Tell us how you really feel, George.
George B. Thomas:Oh, god. It it hey. I said this earlier. Any place where it feels like it's difficult. And I mean difficult for normal showbiz.
George B. Thomas:Not for GigaChad or, like, Ultra Nerd, you know, that's out there listening or watching this at a later date. But, like Con here. Normal humans. Like, we gotta
Max Cohen:Me. Okay.
Liz Moorhead:Well, my last one's pretty simple. I'm ready for v two of the voice and tone tools inside Content Hub.
Max Cohen:Bro.
Liz Moorhead:I'm ready for more education around how to build brand voice and tone. I'm ready I'm ready for that because, like, that to me is where there's some really powerful value add for customers in HubSpot who are creating content. Like, that's what I want. I want us to go bigger. I want us to have actual conversations about brand voice and tone.
Liz Moorhead:And I know the community is hungry for it because I gave a talk at inbound few years ago before any of this. It was just a twinkle in someone's eye. Right?
Max Cohen:Yep.
Liz Moorhead:It was standing room only. They had to move me to a bigger room to have my talk about brand voice and tone. Like, people are hungry to do this, but the scholarship out there is pretty lightweight. I know that HubSpot has a an article that's a how to do brand voice, but it's still kinda confusing what's the difference between voice and tone because there is an actual difference between those two components. Like, let's get the education going.
Liz Moorhead:Let's get the tool more robust because the more we can empower people to create content that is indeed human, the better off we're all gonna be. That's my last one. George, I believe you had a a rant for us lingering there somewhere in the wings.
George B. Thomas:It's it's not a rant. It's a listen. So I was having a conversation with my buddy, Chris Carolyn, and, he sent over a video where he was like and he was excited, and and I was too. It's a video where it's showing how you can now import, podcasts into HubSpot podcast into the content hub from other platforms. So, like, Anchor, Libsyn, wherever.
George B. Thomas:But you can now bring it in, and it can live in HubSpot. And and I wasn't meaning to be a dick. I I I wasn't
Liz Moorhead:took over his fun cereal.
George B. Thomas:I wasn't meaning to, but but my comment to it and and by the way, I go back to that I was fully excited about the fact that you could do this because that means we're getting to a place where your shows should actually live in there because of all the things that we've talked about, smart content based on a CRM and the workflows and all. The words out of my mouth were and if only we could have dynamic ads. Because see, here's that's one of the things that I love about transistor.fm is you can have dynamic ads that you can place over your entire podcast library. So now when you think about being a content creator who actually is trying to get sponsors for their show, if that's your type of thing, Max mentioned YouTubers earlier in the show. Like, if you're a YouTuber and you've got a podcast and you're trying to do sponsorships or brand deals, well, being able to say, hey.
George B. Thomas:I'm gonna put your ad over my entire library for the next one to three months is a bigger price tag than saying I'm gonna physically inject a audio ad to everything that I edit for the next month, and this is what it costs. Now all of a sudden, you can have almost unlimited ad space and almost unlimited ad turnaround off of 50, a 300, a thousand episodes. And if if I can come to say to somebody, I'm gonna put your ad on our podcast for for three months over a thousand episodes. Cha ching. I need a cha ching sound.
George B. Thomas:Dang on it. Like so, like, yes. Great. Let me import it, but please know that I probably won't import mine, ours, until we can actually do dynamic ads on the actual platform of and, again, I say this because HubSpot, you have a podcast network. The amount of people that could use this feature if they were hosted on your podcast solution and the amount of dynamic ads that you could run for the people that you're selling to for your podcast network, which were not on, by the way.
Max Cohen:Dust gas.
Liz Moorhead:I digress. Sorry. You're right, George. This wasn't a rant at all. Silly me.
George B. Thomas:I love you, HubSpot.
Chad Hohn:Anyway, well, I don't know if I can give you a rant today, but maybe next week.
Liz Moorhead:That's fine. But what
Chad Hohn:I can give you is one one more thing that I think would be technically cool. One thing you can do right now is add a CSV to a data source in, datasets and join that CSV based on, like, matching property values, essentially, to create associations within the data table so that you can create reports with some sort of external data. But that needs to go to the next level and be real time, not, like, necessarily only with Google Sheets, although that would be one way to do it. But being able to add some sort of external data table to your HubSpot dataset so that while you're not keeping, like, a custom object that represents whatever that data table is in HubSpot, it can still see into it in your reports in real time. Like, maybe you don't need to see it at the record level, but you need to compare where your accounting software keeps expenses.
Chad Hohn:Right? Again, we are talking about expenses as lines and putting it in the deal to make it easy for the rep. Well, at minimum, being able to look at all of the expenses joined on the, customer ID or the deal ID, and you'll be able to find all the expenses that are related to that kind of, like, deal in your QuickBooks instance, for ex for example. Right? And to be able to, like, have all of that data and have it updated more or less in real time or at least at the reports real time, which is, like, every 15 minutes, and be able to, like, create those joins and create custom properties at the report level, but not at the record level based on those external things.
Chad Hohn:Because having to, like, export a spreadsheet and upload it, again, I know it's the worst it'll ever be, and I know that's probably where they're headed with it. But that will unlock a lot of advanced reporting for some of the more enterprise sized clients.
Liz Moorhead:Wow. I love that.
George B. Thomas:Yeah. Woah. Magic. I tell
Chad Hohn:you. It'll be automagical.
Liz Moorhead:So it keeps covered so much ground today across probably, this is one of our most diverse topic episodes that we've ever had. So I I know I ask you this question at the end of every single episode. So this one is going to be a challenge. But, apparently, according to Max, all of us could probably stand to be a little bit more challenged. Right?
Liz Moorhead:What is the one thing you want folks to take away from today's episode if they remember nothing else?
George B. Thomas:Oh, well, I'll I'll go last.
Liz Moorhead:No. George, you're the one landing the plane. It was supposed
George B. Thomas:to be you. Oh, okay.
Chad Hohn:You we we already established we can't land planes anymore.
George B. Thomas:That's true. I remember.
Liz Moorhead:Yeah. You left us once, and we didn't know how to end the podcast.
George B. Thomas:That's so
Chad Hohn:old. It was it was something.
George B. Thomas:And then when there was this other time, and I wasn't there, and there were snacks involved. Anyway, so here's here's Hey.
Liz Moorhead:The snacks episode was iconic. Croutons for life, my guy.
George B. Thomas:There you go. What kind of croutons were they, Max?
Max Cohen:Chatham Village garlic butter croutons. Eric.
Liz Moorhead:And I had rosemary croissant croutons from Trader Joe's.
Max Cohen:It's By the
Chad Hohn:way, I was in the chat back then.
George B. Thomas:Guest, croutons are very crunchy.
Max Cohen:Yes. They are.
George B. Thomas:I'm just Delicious. Throw that out there. But here's here's the takeaway. Let's land the plane. It's okay to dream.
George B. Thomas:It's okay to wish. It it's okay. Max is like, really? This is where we're going? Yes.
George B. Thomas:This is where we're going. Like
Liz Moorhead:Reading rainbow.
Max Cohen:Go let your dreams be dreams.
Liz Moorhead:Never stop. Never stopping.
George B. Thomas:No. No. Hey. This is why I'm saying this. I was on a call.
George B. Thomas:I was on a call. I'm on many calls, but I was on a call, and I said, hey. That's a great idea. Did you go over to ideas.HubSpot.com? And she was like, oh, I'm not gonna do that.
George B. Thomas:That's just that's bullcrap. And I go, what do you mean it's bullcrap?
Max Cohen:You're bullcrap.
George B. Thomas:And she shit. Well, I come from this other ecosystem, and it was, like, hollering into a cave that nobody ever paid attention to. And I said, oh, oh, you're you're in a different ecosystem. Because trust me, when you're part of HubSpot, if you go to ideas.hubspot.com and you put an ID in there, people are gonna vote it up. And I've seen many, many things over the years become actually part of the platform because it was an idea on ideas.com.
George B. Thomas:The change in her face, the glimmer in her eye, the understanding that she was in e in an ecosystem where people actually listened, like, it was it it just was a visceral response. And so this is why I'm saying you're in the HubSpot ecosystem. You're in the inbounds ecosystem. It's okay to dream. It's okay to wish.
George B. Thomas:Put what you wish HubSpot would do in the chat pane of the LinkedIn live. Hit us up on socials if you're listening to this on the podcast, app of your choice. Let us know, and and dank on it. Any of these ideas or ideas you have and go to ideas..com or ideas.HubSpot.com and and submit them. Dream.
George B. Thomas:Help them build something that's amazing with all the things that we've talked about and that you dream about every single day. Okay, Hub Heroes. We've reached the end of another episode. Will Lord Lack continue to loom over the community, or will we be able to defeat him in the next episode of the Hub Heroes podcast? Make sure you tune in and find out in the next episode.
George B. Thomas:Make sure you head over to the hubheroes.com to get the latest episodes and become part of the League of Heroes. FYI, if you're part of the League of Heroes, you'll get the show notes right in your inbox, and they come with some hidden power up potential as well. Make sure you share this podcast with a friend. Leave a review if you like what you're listening to, and use the hashtag, hashtag hub heroes podcast on any of the socials, and let us know what strategy conversation you'd like to listen into next. Until next time, when we meet and combine our forces, remember to be a happy, helpful, humble human, and, of course, always be looking for a way to be someone's hero.
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