AI Tools To Boost Your Hubspot GTM Stack

For over a decade now HubSpot has been the go-to tool for getting you 80% of GTM tech stack needs.

Their Marketing, Sales, Service, Operations, and Commerce Hubs, combined with an amazing startup discount for your first year, is a compelling combo. HubSpot’s Breeze AI is now optimising each phase of the customer journey but I wanted to explore some of the top add-ons you can pick up now to really turbocharge your tech stack.

I’ve suffered through junky Zapier connections and one way flows before so I’ve only chosen those with native two way integrations to save you the hassle.

SEO Research

HubSpot SEO Tools

Let’s be honest – HubSpot’s built-in SEO tools are pretty decent for the basics. You get those handy SEO recommendations that flag technical issues, some solid content suggestions, and that neat topic cluster planning tool. Is it going to replace a dedicated SEO platform? Nope. But it’s right there in your Marketing Hub and plays nicely with everything else. If you’re just getting started with SEO or have straightforward needs, you might be surprised how far these native tools can take you before needing to level up.

1. Semrush

Semrush’s integration with HubSpot is super smooth – you can push all those juicy keyword insights and content recommendations straight into your HubSpot campaigns. The AI is pretty clever too, spotting content gaps and keyword opportunities that your competitors are missing. What’s particularly great is watching how those SEO efforts translate into actual leads in HubSpot. No more guessing if your SEO work is paying off!

2. Conductor

Conductor’s two-way HubSpot integration ensures SEO insights come into HubSpot while your content engagement metrics sync to Conductor. They say their AI is particularly good at uncovering those hidden ranking opportunities you might otherwise miss. If you’ve got an established content machine running through HubSpot, Conductor could help make sure you’re maximising every piece of content’s potential.

Written Content (and the creation of it)

HubSpot’s AI Content Tools

HubSpot has really stepped up their content game lately with tools like Content Assistant and ChatSpot. These look surprisingly capable – they can generate blog outlines, expand bullet points into full paragraphs, create different versions of the same content, and even rewrite text to sound more like your brand. The best part seems to be that it’s all right there in your HubSpot blogging and email tools – no switching between platforms or copying and pasting required.

1. Jasper

Jasper’s two-way HubSpot integration looks impressive. From what I’ve seen, Jasper can pull in your HubSpot data to create personalised content, then push finished pieces right back into your HubSpot library. It seems particularly strong for creating blog posts, email sequences, and social content that actually sounds like it was written by a human. The bidirectional data flow means performance data goes back to Jasper, so it should get better at creating content your audience actually engages with over time.

2. Claude (Anthropic)

UPDATE: Claude now has a native HubSpot integration, but I’ve been using it for months without and it’s absolutely worth it!

Claude has this incredible ability to nail your brand voice and follow complex guidelines after just a few examples. What I love most is how it truly understands our company’s vision and strategic positioning, then creates content that perfectly reflects those elements.

I’ve used it for everything from technical white papers to conversational emails, to internal document drafts, and it adapts brilliantly while keeping our messaging consistent.

For content that truly captures your unique brand essence, it’s become my go-to tool.

Now with the new Hubspot integration, it has CONTEXT too!

Webinar Tools

HubSpot’s Webinar Platform

HubSpot finally launched their own webinar platform in 2023, and it’s a solid addition. It may not have all the bells and whistles of specialised platforms, but the integration with the rest of your HubSpot environment appears seamless. Registration forms, workflows, and attendance tracking should all work without any fiddling around. The big advantage seems to be how all that valuable webinar data – who attended, what questions they asked, how engaged they were – automatically gets logged to the right contact records. No more importing CSVs or worrying about platform compatibility!

1. Zoom

I’ve been using Zoom for our webinars for years now, and it’s a leader for good reason. Their HubSpot integration has gotten really solid, especially with all the AI features they’ve added recently. The auto-transcription feature saves me hours of work when repurposing content, and their engagement analytics help us figure out which prospects are actually interested versus just having the webinar playing in the background. I particularly like their AI Meeting Summary tool – it creates quick recaps we use for follow-up content without having to rewatch the entire recording. Handy!

2. GoTo Webinar

GoTo Webinar has been around forever, but they’ve modernised with some impressive AI features that work with HubSpot. It’s a purpose-built tool for webinars rather than a general meeting tool trying to do webinars as an afterthought. Their attendance prediction feature looks particularly useful for planning and follow-up strategy. The analytics capabilities for identifying the most engaged attendees and automatically flagging them in HubSpot would definitely streamline the sales follow-up process. For teams running regular webinar programs, their content recommendations based on historical performance could provide valuable optimisation insights.

Website Chatbots

HubSpot Chatbots

HubSpot’s chatbots look increasingly sophisticated with their AI enhancements. The platform lets you build chatbots to qualify leads, book meetings, and answer common questions using a simple drag-and-drop interface – no coding required. A key advantage seems to be how they tap into your existing HubSpot data to personalise conversations based on contact info, company details, and deal status without extra configuration. Everything gets logged automatically to the right contact record, and the bot can create tasks or tickets based on the conversation – streamlining the entire process within your HubSpot ecosystem.

1. Drift

Drift’s integration with HubSpot appears particularly strong for serious conversational marketing. Their “Conversational AI” technology can understand complex questions and give responses that sound natural. Their ability to detect visitor intent and adjust the conversation accordingly seems quite sophisticated. The two-way sync with HubSpot ensures your sales reps get all the context they need when a chat gets handed off to them. Their intelligent routing for qualified leads based on territory or account ownership that’s already configured in HubSpot looks like a real time-saver.

2. Intercom

Intercom with HubSpot is a great combo I’ve used in the past. Their Resolution Bot learns from previous interactions to get smarter over time. The bidirectional sync with HubSpot means conversation history and contact data stays consistent between systems – no more information silos! Their lead qualification flows qualify, score, and route leads based on conversation content, then push all that data into HubSpot workflows for follow-up. Intercom’s ability to automate the routine stuff while seamlessly handing off the complex cases is a major efficiency boost.

Account-Based Marketing (ABM)

HubSpot ABM Tools

HubSpot has built native ABM functionality into its Marketing, Sales, and Service Hubs that many businesses might overlook. Their ABM tools allow you to identify target accounts, create company scoring properties to prioritise outreach, and build customised workflows for account-based engagement. The features include target account designation, buying role identification, account overview dashboards, and company scoring.

While perhaps not as robust as dedicated ABM platforms, HubSpot’s native capabilities provide a solid foundation, especially for teams just starting with ABM or those with straightforward ABM needs. With Breeze AI, you can also leverage buyer intent, (which connects anonymous web visitors to known companies’ IP addresses) to increase bidding on targeted accounts.

1. Demandbase

Demandbase syncs account lists and engagement data bidirectionally. Their AI surfaces accounts showing buying signals (with data from across the web, provided by Bombora) even before they’ve filled out a form on your website. It’s like having a crystal ball for your pipeline!

You can coordinate marketing activities across channels with personalisation based on account insights, industry, and buying stage. For serious ABM efforts that need deep intelligence and orchestration capabilities, Demandbase is worth the investment.

2. Terminus

Terminus offers what looks like a comprehensive ABM platform with strong HubSpot integration. Their AI appears to excel at identifying and prioritizing target accounts, then orchestrating personalized campaigns across multiple channels. The integration syncs account data, engagement metrics, and campaign results directly to HubSpot, creating a unified view of account activity. Their analytics capabilities for understanding which accounts are engaging with which content would streamline follow-up through HubSpot workflows. Their intent data capabilities for identifying accounts researching topics relevant to your solutions could provide a significant competitive advantage in identifying opportunities earlier in the buying cycle.

Sales Outreach Automation

HubSpot Sales Hub

HubSpot’s native Sales Hub includes robust AI-powered outreach capabilities that many businesses don’t fully utilise. The platform’s Sequence tool allows for automated, personalised multi-channel outreach with AI assistance for content creation and optimisation. HubSpot’s AI sales email assistant can generate personalized sales emails based on contact and company data already in your CRM. The platform’s AI can also provide real-time email coaching, suggesting improvements before sending. For businesses already invested in HubSpot, leveraging these native capabilities can provide a seamless experience without requiring additional integrations or data synchronisation.

1. Clay

Clay is an AI-powered prospecting and outreach platform that integrates natively with HubSpot. What sets Clay apart is its ability to build highly targeted lead lists using AI and then sync them directly to your HubSpot CRM. The platform can enrich contact data from over 50+ data sources and use AI to personalise outreach at scale. Clay’s “Playbooks” feature allows you to create multi-channel outreach sequences that can be triggered based on HubSpot contact properties or behaviours. Their AI can dynamically personalise messages based on information gathered about each prospect, leading to significantly higher response rates. All outreach activities and responses are automatically logged in HubSpot, creating a seamless workflow between prospecting and sales engagement.

2. Lavender

Lavender has a robust HubSpot integration that brings AI-powered email assistance directly into your workflow. It analyses and scores your emails before sending, providing recommendations to improve response rates. The integration allows sales reps to access prospect data from HubSpot while crafting emails, and all email activities are automatically logged in your CRM. Lavender’s email coaching AI helps sales teams improve their writing over time based on actual engagement data from your HubSpot contacts.

Qualification

HubSpot Conversation Intelligence

HubSpot’s native Conversation Intelligence capabilities have evolved significantly to provide AI-powered call analysis directly within your CRM. The platform automatically records, transcribes, and analyses sales calls, identifying key topics, questions, and next steps. HubSpot’s AI provides insights about talk time ratios, competitor mentions, and objections raised during calls. The system can automatically create tasks based on commitments made during conversations. Since this is built directly into HubSpot, all insights are automatically associated with the right contacts, companies, and deals without requiring any integration work or data synchronisation concerns.

1. Gong

Gong offers a powerful HubSpot integration that enriches your CRM data with conversation intelligence. The platform records, transcribes, and analyses sales calls to identify patterns that lead to success. All call data and insights automatically sync to your HubSpot contacts, companies, and deals. Gong’s AI analyses customer sentiment, questions, and objections, helping sales teams refine their qualification process directly within their HubSpot workflow.

2. Chorus.ai (ZoomInfo)

Chorus integrates natively with HubSpot to provide AI-powered conversation analysis. Their platform automatically logs call recordings, transcripts, and insights to corresponding HubSpot records. The AI focuses on identifying qualification criteria that consistently lead to closed deals, creating a feedback loop that improves your sales process. Chorus can alert managers to deals that need attention based on conversation analysis, all within your HubSpot ecosystem. ZoomInfo also has options for ABM that you might want to explore if your pockets are deep as an alternative to Terminus or Demandbase.

Demonstration

HubSpot Meetings & Live Demo Tools

HubSpot has enhanced its native meeting scheduling and live demonstration capabilities with AI features. The platform allows sales teams to schedule and conduct live demos directly through HubSpot, with smart scheduling that syncs with your calendar. Before the demo, HubSpot’s AI can analyse prospect engagement data to suggest which features to highlight based on their previous interactions. During the demo, the platform can provide real-time conversation intelligence, highlighting key questions and objections. Post-demo analytics help identify which parts of the presentation resonated most with prospects, and all meeting notes and follow-up tasks are automatically logged to the contact record.

1. Demodesk

Demodesk integrates with HubSpot to provide an AI-enhanced live demonstration platform. Their solution creates interactive demo environments that load instantly without screen sharing limitations or technical issues. Demodesk’s AI offers real-time battle cards and talk tracks during demos based on prospect questions. The HubSpot integration ensures all prospect information is accessible during the demo, and all engagement data flows back to your CRM. Demodesk’s live collaboration features allow multiple team members to participate seamlessly in demos, while their analytics help refine your demonstration approach based on what works best for different prospect segments.

2. Livestorm

Livestorm offers a robust HubSpot integration for conducting live product demonstrations with AI augmentation. Their platform provides a branded, registration-free environment for prospects to join demos instantly. Livestorm’s AI capabilities include real-time engagement tracking, automated follow-up based on participation level, and speaker assistance for addressing common questions. The HubSpot integration ensures all registration information, attendance data, and interaction details sync automatically to contact records. Livestorm’s polls, Q&A features, and interactive elements make live demos more engaging, while their analytics provide insights into which demonstration components drive conversion.

Contract Negotiation

HubSpot Quotes & Contracts

HubSpot’s native quoting and contract tools have incorporated some AI capabilities that streamline the negotiation process. The platform allows for the creation of dynamic quotes and proposals directly from deal information in the CRM. Their AI can apparently suggest optimal pricing strategies based on historical data and similar deals in your pipeline. The electronic signature feature enables seamless contract completion, with all negotiation activities automatically logged to the deal record for complete visibility. For businesses with straightforward contract needs, these native tools look like they provide a solid foundation without requiring additional subscriptions.

1. Proposify

Proposify’s HubSpot integration looks impressive for teams serious about proposal and contract optimisation. Their platform uses machine learning to identify which contract elements lead to higher close rates and suggests changes to your proposals. The interactive pricing tables that allow prospects to select options and see pricing changes in real-time could significantly accelerate the negotiation process. The way it pulls contact and deal data to automatically populate proposals, with all prospect interactions syncing back to HubSpot, would eliminate a lot of manual work. Their analytics for understanding how prospects engage with different sections of contracts could provide valuable insights for refining your approach too.

2. PandaDoc

PandaDoc shows which sections of contracts receive the most attention from prospects and where negotiations typically stall – this is invaluable for refining terms. The automatic document generation based on HubSpot deal data saves hours of manual work, and having all contract interactions tracked in your CRM gives you complete visibility. The collaboration tools for internal reviews and external negotiations significantly reduces time-to-close.

Finding Expansion Opportunities

HubSpot Operations Hub

HubSpot’s own Operations Hub includes AI-powered data tools that can identify expansion opportunities within your existing customer base. The data quality automation tools ensure your customer information is accurate and complete, which is essential for identifying expansion signals. Custom report builders and predictive lead scoring can help identify accounts ready for additional products or services. HubSpot’s AI-powered insights can flag customers showing signals of growth or changing needs based on engagement patterns, website behaviour, and support history—all using data already in your HubSpot instance. The challenge of course is to also include usage data from your product into Hubspot, which will turbocharge this feature.

1. Insightly

Insightly’s HubSpot integration brings advanced relationship intelligence to your CRM data. Their AI analyses customer interactions to identify relationship strength and expansion opportunities. The integration keeps data synchronised between systems, ensuring a complete view of customer relationships. Insightly can identify patterns in successful expansions and apply those insights to find similar opportunities in your customer base.

2. Revenue Grid

Revenue Grid integrates with HubSpot to provide AI-powered revenue intelligence and opportunity identification. Their platform analyses engagement patterns to identify cross-sell and upsell opportunities that might otherwise be missed. The integration enhances HubSpot with guided selling features that proactively suggest next best actions for expansion. Revenue Grid’s signal engine can alert account managers to behavioural changes that indicate expansion readiness.

Customer Support Management

HubSpot Service Hub

HubSpot’s native Service Hub has evolved to include powerful AI capabilities for customer support. The platform offers AI-powered ticket routing, automated response suggestions, and sentiment analysis of customer communications. HubSpot’s knowledge base features use AI to suggest relevant articles based on ticket content, and the conversation intelligence tools can identify trending issues and common questions. Since this functionality is built directly into HubSpot, all support interactions are automatically connected to the customer’s complete history, providing context for more personalised support without requiring additional integration work.

1. Zendesk

Zendesk offers a comprehensive HubSpot integration that enhances customer support capabilities with AI-powered features. Their Answer Bot uses machine learning to suggest relevant help articles and can resolve simple issues autonomously. Zendesk’s Agent Workspace provides AI-powered context and suggestions during live support interactions. The HubSpot integration ensures that support data flows bidirectionally, with ticket information, customer details, and interaction history synchronised between systems. Zendesk’s advanced analytics can identify support trends and improvement opportunities, with these insights available to inform your HubSpot customer strategies.

2. Intercom Resolution Bot

Intercom’s Resolution Bot integrates with HubSpot to provide AI-powered automated support. The Resolution Bot can understand customer questions in natural language and provide relevant answers from your knowledge base, resolving up to 33% of queries without human intervention. The HubSpot integration ensures that all bot interactions are logged to contact records, and escalations can be routed to the appropriate team members based on HubSpot contact properties. Intercom’s machine learning continuously improves responses based on customer feedback and historical resolutions, while their analytics help identify knowledge gaps for future content creation. In a nod back to the expansion opportunities section, if you use Intercom within your product, it also keeps tabs of customers that have not interacted with communications or logged in recently, a VERY HANDY, massive indicator of potential churn!  

Implementation Strategy for HubSpot Users

So here’s the hard-won advice for making these tools actually work for you:

1. Start with HubSpot’s native AI tools – Don’t rush to add new subscriptions before you’ve fully explored what’s already included in your HubSpot plan. I’ve seen companies paying for tools that basically duplicate functionality they already had! Spend a few weeks really diving into what Breeze AI and the native features can do before adding more tools.
2. Insist on proper two-way integrations – Trust me on this one – I’ve wasted countless hours trying to make one-way integrations work properly. If data only flows in one direction, you’ll eventually end up with inconsistencies and manual work. Every tool on this list (except Claude, my guilty exception) offers robust two-way syncing with HubSpot.
3. Tackle one funnel stage at a time – I’ve seen too many teams try to revolutionize their entire process at once, only to overwhelm themselves. Pick your biggest pain point, implement one tool to address it, measure the results, and only then move on to the next stage. You’ll get faster wins and better adoption.
4. Custom properties are your friend – Make sure any tools you add can access and update your HubSpot custom properties. That’s where all your unique business logic lives! The most powerful automations happen when third-party tools can both read from and write to these fields.
5. Build HubSpot workflows that use AI insights – The real magic happens when you create automated workflows in HubSpot that trigger based on data from your AI tools. For example, when Gong detects a positive sentiment score, automatically move the deal stage forward and alert the account manager.
6. Train your team properly – I can’t stress this enough – even the best tools fail when teams don’t know how to use them. Make sure your team understands these aren’t replacements for HubSpot but enhancements that make their existing processes more powerful.

By thoughtfully integrating these AI tools with your HubSpot instance, you’ll get more value from both your existing HubSpot investment and the new capabilities. The right combination doesn’t just save time – it creates more personalized experiences for your prospects and customers that drive real revenue growth.

Good luck, and “may the integrations be ever in your favour”.