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HubSpot's UI Extensions: Redefine What's Possible in HubSpot

Featuring Aptitude 8's CEO and Founder, Connor Jeffers.


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[00:00:04] Harnessing the Full Potential of HubSpot with UI Extensibility

[00:00:04] Connor Jeffers: We really work with customers of HubSpot that are working on making HubSpot be a full platform that can solve for all of the different things in their business. 

[00:00:12] Connor Jeffers: And that's what makes us so excited about all of the UI extensibility stuff, because it really expands what people can achieve with HubSpot far beyond anything out of the box. 

[00:00:21] Connor Jeffers: And so we're going to talk about why that's awesome. 

[00:00:23] Connor Jeffers: And then we're also going to show you guys some really cool examples to get your juices going on. 

[00:00:27] Connor Jeffers: Cool stuff that you can do.

[00:00:29] Interview with Amy Chamness from HubSpot on Smart CRM and product development

[00:00:29] Connor Jeffers: And Amy has been wonderful in joining me, and I will let you introduce yourself. 

[00:00:34] Amy Chamness: Yeah, totally. 

[00:00:34] Amy Chamness: I'm excited to be here. 

[00:00:36] Amy Chamness: My name is Amy Chamnes. 

[00:00:38] Amy Chamness: I'm a product marketing manager here at HubSpot. 

[00:00:40] Amy Chamness: I support the smart CRM, which we will talk about what I mean when I say smart CRM here in a bit. 

[00:00:46] Amy Chamness: And yeah, I support the product team that has been building out UI extensions. 

[00:00:51] Amy Chamness: They are unsung heroes. 

[00:00:53] Amy Chamness: I think some of them are on today's webinar, which we are excited about. 

[00:00:56] Amy Chamness: And yeah, I think that's it. 

[00:00:57] Amy Chamness: We can get into an agenda, if that makes sense. 

[00:01:00] Amy Chamness: I don't know.

[00:01:01] Discussing HubSpot's Evolution, the Concept of a Smart CRM, and its Impact on the Ecosystem

[00:01:01] Amy Chamness: Connor, do you want to start here? 

[00:01:02] Connor Jeffers: Sure. 

[00:01:03] Connor Jeffers: So this is what we're going to cover. 

[00:01:04] Connor Jeffers: We're going to go through a quick background Hubsot evolution over time, how sots change as a platform, which leads into where they are today, which is the smart CRM, which I'll then let Amy tell you what that means and why it's exciting and everything else. 

[00:01:15] Connor Jeffers: We'll then touch a little bit on Hubsot and extensibility as it relates to the smart CRM. 

[00:01:20] Connor Jeffers: What we mean when we say that, how you can do some of those pieces. 

[00:01:23] Connor Jeffers: We'll talk about why extensibility exists, why it's so exciting. 

[00:01:27] Connor Jeffers: I'm going to touch a little on what this means for the ecosystem. 

[00:01:29] Connor Jeffers: I know that we have a lot of HubSpot partners that are in the mix. 

[00:01:32] Connor Jeffers: I know that there are a lot of customers that currently work with HubSpot partners. 

[00:01:36] Connor Jeffers: We're really excited about this because we think it's going to really fundamentally change what types of services HubSpot partners are able to deliver for customers and also what customers can be able to access by working with people that are really dedicated and focused to building things with HubSpot as a practice and how extensibility enables that to exist. 

[00:01:55] Connor Jeffers: And then we'll get into everyone's favorite part, which is we have a couple of core use cases that we've built out, we've set up that we're going to be able to show you and speak to. 

[00:02:03] Connor Jeffers: These are high level concepts. 

[00:02:05] Connor Jeffers: We're not getting into a how to build stuff necessarily, though. 

[00:02:09] Connor Jeffers: I think John McLaren and a bunch of folks on the developer advocacy team are doing amazing content around that, and I would recommend going and connecting with them. 

[00:02:16] Connor Jeffers: And they have another webinar, I think, coming up also for developer centric audiences. 

[00:02:20] Connor Jeffers: And that is the broad strokes of what we're going to go through. 

[00:02:24] Connor Jeffers: And again, Justin, just put this in the chat, but please, if you are joining us, throw stuff into the Q A. 

[00:02:28] Connor Jeffers: We'll have the Q A section. 

[00:02:30] Connor Jeffers: We'll answer your questions. 

[00:02:31] Connor Jeffers: We want this to be interactive. 

[00:02:32] Connor Jeffers: We'll be able to touch on all of those things.


[00:02:35] Transition from HubSpot CRM Platform to the Smart CRM

[00:02:35] Connor Jeffers: And so with that, I'll start with my history lesson, which if you come to any of the things that I do, or if you follow me on LinkedIn, you've probably seen this diagram. 

[00:02:44] Connor Jeffers: It is my favorite thing to show to people to help them understand what's going on with HubSpot. 

[00:02:50] Connor Jeffers: And so if we think about sort of the HubSpot of your right, and from sort of founding through 2014, HubSpot, the marketing software company, the tool that lets you do emailing and landing pages and SEO optimization and all the things that marketers sort of want to be able to do with their marketing software. 

[00:03:06] Connor Jeffers: And HubSpot was really focused on how can we build an amazing marketing software business and amazing marketing software product that helps marketers achieve their hopes and dreams. 

[00:03:14] Connor Jeffers: And in 2014, HubSpot added in the CRM with the sales hub launch and started adding in some fundamental basic CRM functionality, tracking, maybe companies and contacts and meeting links and sales activity and sort of pulling in that sales and marketing journey to one thing. 

[00:03:31] Connor Jeffers: And then with service Hub in 2017, Hubsart really came out and said, hey, we are an amazing SMB CRM product. 

[00:03:37] Connor Jeffers: If you are a small business and you want a CRM, we have an amazing one and it's easy to use and it's great and you should really work with it. 

[00:03:43] Connor Jeffers: And so if you've only really seen or worked with HubSpot, and hopefully we have, whether you are a prospect or whether a user of a different platform and maybe someone at HubSpot or your partner told you to come to this webinar, if your experience with HubSpot precedes 2021, you're really missing a little bit of how much HubSpot has changed just in the last couple of years. 

[00:04:01] Connor Jeffers: And so the last big junction point, and I'm going to create sort of a parallel here between what we're going to talk about with the UI extensibility, which I think is as big and as important as what happened in 2021, which I think was sort of the last giant milestone platform changing event, which was HubSpot added in custom objects. 

[00:04:19] Connor Jeffers: So now you can build whatever data model you want inside of HubSpot. 

[00:04:22] Connor Jeffers: You're no longer relegated to companies or contacts or deals. 

[00:04:26] Connor Jeffers: You can create any object you might manage in your business, whether it's an order or whether it's an inventory item or anything else under the sun that you track and manage for your company. 

[00:04:35] Connor Jeffers: And what that means is Hubsot now becomes this platform that you can build and customize and expand for the needs of your business. 

[00:04:42] Connor Jeffers: And then HubSpot gave us both operations Hub as well as serverless functions, which lets us no longer be limited by out of the box code or out of the box actions that you can do in HubSpot, but now you can actually customize and develop on top of HubSpot and make it do things that it doesn't do out of the box when you set it up. 

[00:05:02] Connor Jeffers: And that was sort of the last big giant junction point that happened that redefined what Hubsot is capable of. 

[00:05:08] Connor Jeffers: And now what is happening, which is very, very exciting, is we are moving not just from the CRM platform world, where Hubsot is a CRM platform that supports all sorts of scaling businesses of a huge range of size, and even companies as large as HubSpot themselves, and now into the smart CRM, which will do so much more. 

[00:05:27] Connor Jeffers: But what does that mean? 

[00:05:29] Connor Jeffers: Why do we care about it? 

[00:05:30] Connor Jeffers: We have Amy here and she's going to tell you all about it. 

[00:05:33] Amy Chamness: Yeah, it's a loaded question, but it's a really exciting one to answer. 

[00:05:38] Amy Chamness: So we unveiled the smart CRM at inbound 2023 this year in sort of junction with this UiE launch and additional launches throughout the other hubs. 

[00:05:49] Amy Chamness: I think one of the things that's really interesting, especially when looking at this graph that Connor has, is HubSpot has spent a ton of time historically bulking up our functionality and our feature offerings. 

[00:06:00] Amy Chamness: So we have custom objects, we have Ops Hub, operations Hub, we have acquisitions like Pysync that basically do more of that, right? 

[00:06:08] Amy Chamness: Bulking up our feature offering. 

[00:06:11] Amy Chamness: What we're doing as we transition from a CRM platform which underpins all of the engagement hubs that sit on top of it, and moving into the smart CRM is rather than simply just adding more ways for you to store information in the CRM, we're adding in intelligence and ways for the CRM to actually provide an opinion and a recommendation and take some of the thinking load and the brain power off of the users and pull it directly into the CRM. 

[00:06:36] Amy Chamness: So there's a couple of different ways to think about this. 

[00:06:39] Amy Chamness: One of the ways that I think about it is just what do I mean by smart CRM? 

[00:06:43] Amy Chamness: What is the literal value proposition? 

[00:06:45] Amy Chamness: So when we think about the CRM platform or CRM platforms in any context, historically, they typically would tell you that we're going to unify data, right? 

[00:06:55] Amy Chamness: HubSpot talked about that a ton, right? 

[00:06:56] Amy Chamness: Having non siloed data, having all of your data on one platform, that's still true. 

[00:07:01] Amy Chamness: But in a smart CRM, that happens by default, meaning there's nothing you, the user has to do. 

[00:07:06] Amy Chamness: If you're an admin or you're implementing HubSpot, that data is going to be unified by default, meaning all of those engagement hubs, Ops hub, any new engagement hub, service hub, marketing hub, they all access and live on top of the same database. 

[00:07:22] Amy Chamness: The second value proposition here is that it offers a really easy way to customize data models and interfaces throughout the tool. 

[00:07:30] Amy Chamness: That took a giant step forward with UI accessibility and CRM configuration and customization, which is what we're going to talk about today. 

[00:07:38] Amy Chamness: But it's broader than just configuring interfaces or default spaces within HubSpot like record pages. 

[00:07:45] Amy Chamness: It's also the ability to really customize your data model, like using custom objects, but that's also including things like really honing in on how your data model and how your data objects are associated to each other and configuring things like your user permissions. 

[00:08:03] Amy Chamness: Really a key element of the smart CRM is not that it's simply easy to customize, but again, the CRM provides an opinion about how you might want to customize your data model, or how you might want to customize certain spaces like pipelines and so forth. 

[00:08:16] Amy Chamness: And then lastly, providing intelligence rather than simply information across your teams and processes. 

[00:08:21] Amy Chamness: So this takes a ton of different forms, whether that's literally providing smart recommendations when you're forming an association, or building a calculated property, or importing users, this come up in a ton of different places. 

[00:08:37] Amy Chamness: But the key idea is rather than just being a place where you store information, which is how we think about legacy CRM, simply being databases, a smart CRM is something that actually provides intelligence based off of that information and data you store in it.

[00:08:52] Conversation about HubSpot's Smart CRM and Its Components

[00:08:52] Amy Chamness: So I've mentioned some of these, but a couple of key features that I think sort of fit into this space are things like record page configurations. 

[00:08:59] Amy Chamness: This is sort of the admin facing version of configuring a record page, like a contact record, for example. 

[00:09:06] Amy Chamness: Really configuring that middle column UI. 

[00:09:08] Amy Chamness: Extensibility is a great example. 

[00:09:10] Amy Chamness: Connor's going to talk about that a ton. 

[00:09:12] Amy Chamness: Conditional logic. 

[00:09:13] Amy Chamness: So we at inbound launched the ability to have conditional properties or conditional property options, and then user permissions, more granular user permissions, which you're going to see more of this quarter and into 2024. 

[00:09:25] Amy Chamness: And I do want to just take a quick step back and put this in some broader context. 

[00:09:31] Amy Chamness: So Connor mentioned a couple of words when he was giving us a very well detailed history lesson, and one of them was platform, which is a really interesting word. 

[00:09:40] Amy Chamness: We think about it a lot at HubSpot, and the smart CRM in and of itself is not a platform. 

[00:09:45] Amy Chamness: Right. 

[00:09:46] Amy Chamness: You'll notice that I'm specifically not calling it a smart CRM platform. 

[00:09:50] Amy Chamness: I'm not calling it a CRM platform. 

[00:09:52] Amy Chamness: It's a smart CRM, but it does live within the context of a platform. 

[00:09:56] Amy Chamness: We think of HubSpot as being a customer platform and we think of a customer platform having a couple of key pieces, specifically three key product layers. 

[00:10:06] Amy Chamness: And I've talked about most of these, but not all of them. 

[00:10:08] Amy Chamness: So we have the engagement hub and these are powered by AI and they form, I guess, a system of engagement. 

[00:10:15] Amy Chamness: So whether that's marketing hub, engaging with your customers or your audience, sales hub, where you're engaging with your prospects and leads, service hub, where you're engaging with your customers and so forth. 

[00:10:26] Amy Chamness: All of those sit on top of the smart CRM, which we've talked about, an AI powered system of record. 

[00:10:31] Amy Chamness: And all of that sits on top of our ecosystem, where we have our academy, our marketplace, our community, folks like you, anybody on this call, right, being part of our community.

[00:10:41] The Importance of the Smart CRM in HubSpot

[00:10:41] Amy Chamness: And so I just wanted to sort of ground the smart CRM and what we're talking about within the context of the customer platform, which is how we define HubSpot more broadly. 

[00:10:50] Connor Jeffers: Something I love about this diagram and I know at inbound Andy showed something that was similar and had the wonderful HubSpot design team instead of the one that we have here. 

[00:11:01] Connor Jeffers: But I think that what it covers on that, which I think is awesome, is showing how a sales hub or a service hub or a marketing hub lives on top of and engages with that smart CRM and that smart CRM layer being unified against everything. 

[00:11:15] Connor Jeffers: And I think whether you are using a different product or tool, or maybe you're sort of looking at or thinking about HubSpot, I think that that's a really fundamental philosophical difference in terms of how HubSpot builds product and how it actually functions and will work for your business, or if you're a partner and you talk to prospects. 

[00:11:33] Connor Jeffers: I think this is a really compelling component of this, because really it's one CRM system on that smart CRM and then all these engagement layers that sort of are adding function or department or user journey specific features and functionality on top of that same core smart CRM versus having a system or a tool for each individual department and then trying to sync and connect and flow data across all of those different products. 

[00:11:59] Connor Jeffers: And I think that's really the thing where I think HubSpot becomes so exciting and so powerful is everything is on that same smart CRM. 

[00:12:07] Connor Jeffers: And I think that is a concept, is hard to understand how significantly different that is, but is also difficult to even overstate the impact that it makes to how everything works. 

[00:12:19] Amy Chamness: Yeah, you make a really good point there. 

[00:12:21] Amy Chamness: We think a ton about not leaving any team, whether they're front office or not, behind. 

[00:12:26] Amy Chamness: And though this visual is very static, I have not thought of a clever way of demonstrating in a visual context what I'm about to say. 

[00:12:34] Amy Chamness: We often think of the smart CRM having a kinetic energy to it, right? 

[00:12:38] Amy Chamness: It doesn't just underpin all of your engagement hubs, but it actually provides a sense and a way of keeping all of those engagement hubs in concert. 

[00:12:48] Amy Chamness: So your service team, your sales team, your operational team, whether that's rev ops or otherwise, we want them to not only have access to all of the same data, which is why they all sit on top of a smart CRM, but we also want them to all move forward and progress at the same rate. 

[00:13:04] Amy Chamness: And we really believe that you can't have any part of the customer journey siloed away or not have access to the same opinions, recommendations, intelligence that another team has. 

[00:13:15] Amy Chamness: So I think it's a really good point. 

[00:13:17] Amy Chamness: And anybody has a smart way to represent that kinetic energy, let me know. 

[00:13:21] Amy Chamness: But the idea being whenever we build a tool for the smart CRM, we have to ensure that it is accessible to all engagement hubs, if that makes sense or if it's applicable. 

[00:13:33] Amy Chamness: And we have to make sure that it is well permeated throughout the entire platform, whether that's engagement hub, CRM, the ecosystem, we really make sure that it feels unified again by default, which was one of think. 

[00:13:49] Amy Chamness: But my memory is not great here. 

[00:13:50] Amy Chamness: Yes, that was the end of the smart CRM history lesson here. 

[00:13:53] Amy Chamness: So, Connor, I'll pass it back to you.

[00:13:55] The Extensibility of HubSpot and its Impact

[00:13:55] Connor Jeffers: Yeah, so I think when we talk about extensibility, this is kind of the amalgamation of what we mean, right? 

[00:14:00] Connor Jeffers: I already saw some question from some folks. 

[00:14:03] Connor Jeffers: Matt, I'm going to touch on this, on the next slide around, what skill set does somebody have if they're building on this? 

[00:14:07] Connor Jeffers: And I think this is where we really see the difference between sort of like a HubSpot admin of someone who's configuring and administering and managing the platform, and you can do tremendous amounts of things there. 

[00:14:18] Connor Jeffers: So by no means am I underselling the impact of what that can have on an organization. 

[00:14:22] Connor Jeffers: But when we talk about extensibility, we start to move past administration and into architecture and development and how you can actually build on top of HubSpot and expand what HubSpot is capable of. 

[00:14:33] Connor Jeffers: And so folks that have been doing either have advanced HubSpot sort of platforms and implementations, or maybe some partners in the space might be working with APIs and integrations and building custom objects and defining a data model. 

[00:14:44] Connor Jeffers: And I think some of the more advanced folks in the last year or so started to do a lot with Ops hub and actually coding actions and writing development and code into HubSpot to extend beyond just the out of the box functionality.

[00:14:56] Discussing the Importance of React Developer for UI Extensions in HubSpot

[00:14:56] Connor Jeffers: And I think this new layer of having UI extensions allows us to do so much. 

[00:15:01] Connor Jeffers: And so what I want to do is talk about what that means. 

[00:15:04] Connor Jeffers: And when we say that, where that is. 

[00:15:06] Connor Jeffers: And one forward from Matt's question here, which is what skill set matters, as we're looking at some of these on our intro to UI extensions, we went one forward and then we went back. 

[00:15:21] Amy Chamness: No, if you wanted to live here. 

[00:15:22] Connor Jeffers: Oh yes, I apologize so for this. 

[00:15:26] Connor Jeffers: Right. 

[00:15:26] Connor Jeffers: So there's kind of two different ways that you can do UI extensions in HubSpot. 

[00:15:30] Connor Jeffers: And so Matt had asked around, what skill set does somebody have? 

[00:15:34] Connor Jeffers: I think the biggest thing to look into, if you're looking to either expand your team, if you're a service provider, or if you're a customer and you're looking to hire direct, or if you're looking to work with a partner, react is really kind of the main thing that some of those native UI extensions are going to be built in with react, you're going to get a lot of layout flexibility, you're going to get better design elements, you have enhanced performance because those react extensions are running inside of HubSpot, right? 

[00:15:59] Connor Jeffers: And so in that portal, that's where the code is running. 

[00:16:02] Connor Jeffers: You don't have to worry about hosting, you don't have to build another application. 

[00:16:04] Connor Jeffers: Everything that you're going to build and run is going to get installed into HubSpot and it's going to run inside of HubSpot. 

[00:16:12] Connor Jeffers: So the other value of that, if you're a HubSpot customer, is maybe if you're used to either other platforms or in the past that maybe you work with a provider, they give you some custom application, but now you're paying a managed service fee to them or you're stuck on that other application. 

[00:16:27] Connor Jeffers: And if you aren't paying them or if you leave them and maybe you want to manage it in house or you want to go to another vendor, you can't, right? 

[00:16:34] Connor Jeffers: Because they host that middleware, they have the keys, and unless they move it to you and you now have to worry about hosting it, it creates all of these problems. 

[00:16:42] Connor Jeffers: And historically that's why a lot of aptitude. 

[00:16:44] Connor Jeffers: We were pretty reticent on building those kinds of things because we didn't want to lock customers in to having to have us in order to get value out of their platform. 

[00:16:52] Connor Jeffers: The amazing aspect of a lot of these UI extensions is because that's all running in your HubSpot product. 

[00:16:57] Connor Jeffers: You are not dependent on a partner or anyone else to maintain and manage it. 

[00:17:01] Connor Jeffers: And anybody who comes into your HubSpot account and has the right permissions and has the right skill set can go and edit and modify and work with those react extensions. 

[00:17:10] Connor Jeffers: And they're all hosted inside of HubSpot. 

[00:17:11] Connor Jeffers: So you don't need to spin up anything else or build middleware, create anything. 

[00:17:15] Connor Jeffers: It all just lives right inside of HubSpot, which is incredibly powerful. 

[00:17:19] Connor Jeffers: There are some walled gardens there, right? 

[00:17:21] Connor Jeffers: HubSpot gives you components. 

[00:17:23] Connor Jeffers: They're continuing to add to them. 

[00:17:24] Connor Jeffers: Since this was announced, I think there's already been a couple of new ones. 

[00:17:27] Connor Jeffers: I think that as we will start to see more and more of those rails move farther and farther out. 

[00:17:32] Connor Jeffers: But there are some rails that you're going to run into today, and in the event that you run into those, the HubSpot team allows you to also iframe in and build a UI extensibility, so you can put information from other systems, other tools, other places onto a HubSpot record and everything will look extremely native. 

[00:17:48] Connor Jeffers: And is there, there is some hosting aspects to that, which is why I think the react cards, if you're able to do things in the react cards, you should. 

[00:17:55] Connor Jeffers: And if you need to go further, you have the option with some of those iframe elements to really expand what you're capable of doing. 

[00:18:01] Connor Jeffers: So I think around questions on who do we look for. 

[00:18:05] Connor Jeffers: I'll touch on that more in the Q A also, but react is sort of the primary language that you want to focus on and care about. 

[00:18:12] Connor Jeffers: And then having somebody with a lot more knowledge than that is helpful, which we'll get into and we'll talk about.

[00:18:18] Discussion about API buildability and HubSpot's UI Extension

[00:18:18] Amy Chamness: Yeah, I want to underline because I think it's such a great point. 

[00:18:21] Amy Chamness: Connor just made this last point here that everything appears as a native UI element. 

[00:18:25] Amy Chamness: That really ties into that smart CRM definition. 

[00:18:28] Amy Chamness: We just talked about this idea of things happening by default. 

[00:18:31] Amy Chamness: One of the reasons we really lean towards having a UI extension as an example instead of iframing information in is if it's built as a UI extension. 

[00:18:40] Amy Chamness: If you're a user and you're looking at a record, you're not going to really be able to tell what's customized and what's built by HubSpot. 

[00:18:46] Amy Chamness: It's all going to look the same, it's all going to behave the same, it's all going to react the same, pun intended. 

[00:18:53] Amy Chamness: And all of that's really incredible because it allows you, the developer guardrails, but those guardrails actually allow you to sort of plug and play a little bit. 

[00:19:03] Amy Chamness: You're going to run up against some edges and we're definitely aware of those and working against them. 

[00:19:07] Amy Chamness: But the idea being the plug and play element allows you to not have to overthink or do too much brain power to make sure that it looks and feels just like the rest of HubSpot as opposed to iframing something as an example. 

[00:19:19] Amy Chamness: So I thought that's a really good point. 

[00:19:21] Connor Jeffers: I think I did a good job. 

[00:19:23] Connor Jeffers: Terry asked a question around that on how is that different than the current API buildability? 

[00:19:26] Connor Jeffers: I think you touched on that, right. 

[00:19:28] Connor Jeffers: Those react cards are going to a, they're going to run on HubSpot. 

[00:19:31] Connor Jeffers: So you're not building another application that's interacting with APIs and HubSpot and pushing and pulling data. 

[00:19:36] Connor Jeffers: The application just runs inside of HubSpot itself. 

[00:19:39] Connor Jeffers: And so you don't host any code, you don't have to authorize anything or you don't have to authenticate anything. 

[00:19:44] Connor Jeffers: It's all just running inside of HubSpot, all the advantages that come with that, but that's a pretty significant difference from you're iframing something in and you're just representing it in the CRM. 

[00:19:53] Connor Jeffers: You obviously can still iframe those and you have a lot of power that you can do there too. 

[00:19:57] Amy Chamness: Yeah, totally. 

[00:19:58] Amy Chamness: I think that becomes even more clear when we get to the use case. 

[00:20:01] Connor Jeffers: Yeah, we'll show some stuff. 

[00:20:03] Amy Chamness: Cool. 

[00:20:03] Connor Jeffers: Sweet.

[00:20:04] The Future of HubSpot: UI Extensibility and Custom Applications

[00:20:04] Connor Jeffers: Okay, so we talked a little bit about what the benefits are here, right. 

[00:20:08] Connor Jeffers: But being able to build interactive and dynamic user experiences and actually create ways for HubSpot to do more than what the record itself does. 

[00:20:16] Connor Jeffers: And we're going to show you examples of what that looks like. 

[00:20:18] Connor Jeffers: But being able to expand just what HubSpot is capable of on a record and expand into something that's not only, oh, here's some feature that HubSpot doesn't have, but more interestingly, here's something that your business needs very specifically to you, right? 

[00:20:34] Connor Jeffers: You need to build this micro application that is something you need for the way that you operate. 

[00:20:39] Connor Jeffers: And you're not going to be able to get from any out of the box solution because it's wholly customized to how you run your organization. 

[00:20:45] Connor Jeffers: You can now build those inside of HubSpot. 

[00:20:47] Connor Jeffers: And all of the advantages that come with that from the data model, the reporting, the automation, everything starts layering together, being able to actually, for people to do their work faster and from one single system in place. 

[00:20:59] Connor Jeffers: There's all the research about the context switching and the managing multiple systems and the oauth thing. 

[00:21:04] Connor Jeffers: And I click a link and I get a code and I open my phone and it slows me down. 

[00:21:08] Connor Jeffers: And so being able to put that all in one place makes your folks a lot more effective. 

[00:21:12] Connor Jeffers: And then obviously the transcription errors, if you're moving from system to system to system, you're just compounding and increasing the opportunity for human error, putting everything in the one record. 

[00:21:21] Connor Jeffers: I think the one other bullet that I should have written here that I think is really important is context. 

[00:21:26] Connor Jeffers: One of the things that happens when people are managing processes across multiple systems, multiple tools, multiple places, is they start to really lose the context versus, oh, I want to ship something to this person. 

[00:21:38] Connor Jeffers: I go to that contact record and I can engage with sort of a shipping workflow or any other type of workflow you might have, and it brings that context directly to what you want to actually access. 

[00:21:50] Amy Chamness: Yeah, totally. 

[00:21:51] Amy Chamness: I think one of the main pieces that you're underlying here is UI extensibility literally allows you into the user interface, right? 

[00:21:59] Amy Chamness: So whereas building out an integration via APIs will allow you to pipe data into a user space. 

[00:22:05] Amy Chamness: It doesn't actually allow you to create a process for a user to then do something with that data, which UI accessibility allows you to do, which is really cool.

[00:22:13] Expanding Functionality and User Base of HubSpot

[00:22:13] Connor Jeffers: Okay. 

[00:22:14] Connor Jeffers: This is really exciting, right? 

[00:22:17] Connor Jeffers: We actually have done an amazing job. 

[00:22:19] Connor Jeffers: We have almost lost no attendees. 

[00:22:20] Connor Jeffers: So everybody who's sticking around here, I intensely appreciate it because we've gone dense, but I think we're really excited about this, especially at a eight. 

[00:22:27] Connor Jeffers: And we're excited about this for a couple of really big reasons. 

[00:22:30] Connor Jeffers: Right? 

[00:22:30] Connor Jeffers: So one of the first ones is historically, HubSpot was really geared towards specific personas and specific audiences, and it had user stories and functions that you could provide for salespeople, for marketing people, for service, and more recently for some of this office Persona. 

[00:22:44] Connor Jeffers: And now what we're excited about is you can build entire functions for folks that aren't even in that core set. 

[00:22:50] Connor Jeffers: And what we're seeing in our customer base is that when you bring some of the finance functionality or finance data into HubSpot, as we're already seeing with some of the commerce hub work, the finance team starts using HubSpot. 

[00:23:00] Connor Jeffers: And when you can do this for maybe your shipping team, or maybe your on site team or your field service folks, as you expand HubSpot functionality itself, you end up bringing more and more and more people into HubSpot, which a increases the value of HubSpot for those organizations and the value that HubSpot can provide to those customers. 

[00:23:20] Connor Jeffers: But if you're on the partner side, what gets us really excited is we can now solve problems far beyond those core user personas, and we can build things for people inside of the customers of HubSpot and our customers that can achieve things that they couldn't before. 

[00:23:34] Connor Jeffers: The second component of this is it fundamentally changes the way that we talk to customers and work with customers and do things with customers. 

[00:23:41] Connor Jeffers: So historically, when you interacted with some of these customers, you really were mapping feature to need. 

[00:23:46] Connor Jeffers: You had somebody who had a problem, something somebody wanted to do, and then you're sort of going and saying, okay, well, here's which features could do that. 

[00:23:53] Connor Jeffers: And now what we're doing is really saying, what needs do you have? 

[00:23:56] Connor Jeffers: Here's how we can solve for them. 

[00:23:58] Connor Jeffers: And the solution mapping of the types of ways you can solve those problems grows and scales infinitely, and you're no longer limited to. 

[00:24:04] Connor Jeffers: Well, which feature would I use to solve that problem? 

[00:24:07] Connor Jeffers: It's what features would I use that we have. 

[00:24:09] Connor Jeffers: Those maybe are my starting components. 

[00:24:11] Connor Jeffers: And now I can custom and build on top of that.

[00:24:14] The Shift in the Role of HubSpot's Developers and Partners

[00:24:14] Connor Jeffers: The third component of this is something, and I think I had an inbound talk that was like the rise of the HubSpot developer or something like two or three years ago and none of this was there yet. 

[00:24:23] Connor Jeffers: And the ability you have now is amazing. 

[00:24:25] Connor Jeffers: And when we were hiring our first developers, I would really be advocating them like, look, there is a whole opportunity for you to be a HubSpot developer. 

[00:24:33] Connor Jeffers: That is a thing you can actually build in all of these different places. 

[00:24:36] Connor Jeffers: And you're not just creating blog templates or email templates or something else. 

[00:24:39] Connor Jeffers: You can write coded actions and you can work with APIs. 

[00:24:42] Connor Jeffers: And this is a now whole layer where you can be an application developer that builds on HubSpot and you can be an architect who designs those applications inside of HubSpot. 

[00:24:52] Connor Jeffers: And that is a whole new career job like function that didn't exist. 

[00:24:59] Connor Jeffers: And this now allows for that to be an entire area of function. 

[00:25:02] Connor Jeffers: And I think the main thing that I'd sort of leave with, with that, right, is this is a fundamental strategic shift of what HubSpot is, what HubSpot is capable of, what HubSpot customers can do with the platform and the product. 

[00:25:15] Connor Jeffers: It's not just a feature launch of here's this new thing and you can do it. 

[00:25:19] Connor Jeffers: It really fundamentally shifts how and the types of problems that HubSpot is capable of solving for customers. 

[00:25:26] Amy Chamness: I think that's super applicable also in the way in which our product team is thinking about planning and building beyond just the ability to build a UI extension on a CRM record page right now, primarily when you're extending the UI, you're extending that record page. 

[00:25:42] Amy Chamness: But we are thinking about this again as a strategic shift. 

[00:25:45] Amy Chamness: So there are many other elements of the hubsby UI that you can imagine being able to extend, whether that be index pages or preview sidebars or the list is really endless. 

[00:25:56] Amy Chamness: I don't have a discrete timeline or roadmap to give you, but I can tell you that this is the way we're thinking about it internally. 

[00:26:02] Amy Chamness: Right. 

[00:26:02] Amy Chamness: Extensibility is not a single launch moment. 

[00:26:05] Amy Chamness: It's actually a new way to think about how we build on top of HubSpot and how we build on top of the platform. 

[00:26:11] Amy Chamness: So it's something we're internally incredibly excited about too. 

[00:26:15] Connor Jeffers: So I think this makes a huge change in the partner ecosystem, right? 

[00:26:19] Connor Jeffers: And so I think if you are a partner and you're on this webinar, or if you're a customer and you work with a partner, something I would really encourage, if you're a partner, to think about is how can I evolve to sort of what this service of tomorrow looks like. 

[00:26:31] Connor Jeffers: And I think there's a huge opportunity for everyone in the HubSpot ecosystem. 

[00:26:35] Connor Jeffers: If you're a customer and you're working with a partner, have the conversation about this functionality with your partner. 

[00:26:40] Connor Jeffers: I think we're going to see a huge rise in partners that are delivering work around this. 

[00:26:44] Connor Jeffers: And so I think today most partners in the HubSpot ecosystem are focused on onboarding and sort of that getting a customer set up for the first time and helping them use HubSpot and get value out of it. 

[00:26:54] Connor Jeffers: For some of those main core hubs, they have a lot of feature expertise on what do different things in HubSpot do. 

[00:27:00] Connor Jeffers: And today I think a lot of them have sales, marketing and rev ops specialists or Rev ops strategists that are on hey, let me help you use HubSpot and that's what I'm going to do and that's what I know how to do is to translate your sales, marketing or your service need to. 

[00:27:13] Connor Jeffers: Here's how you do it inside of HubSpot. 

[00:27:15] Connor Jeffers: And I think what we're going to see and the reason that I think this matters a lot for everyone in the ecosystem, for Hubspotters, for customers is really a shift in focus to we're going to see a lot more partners with UX and UI design expertise and actually designing and building these applications that are custom to customers that we look at a lot more platform developers, not just those front end or CMS type folks, but people that are really, and if you have a lot of experience also on the CMS hub or these other components, you can extend that and learn these pieces. 

[00:27:46] Connor Jeffers: It's not a fundamentally different skill set and it's not going to be incredibly different. 

[00:27:50] Connor Jeffers: But I would skill up in those arenas as well because there's going to be such a need for platform developers that can build applications. 

[00:27:56] Connor Jeffers: And to extend sort of Matt's question earlier, what we find the people that are best at being able to execute this work is one, it's not one person. 

[00:28:04] Connor Jeffers: We usually see that there's a UX and a UI and a product design component. 

[00:28:09] Connor Jeffers: There is an architecture component. 

[00:28:10] Connor Jeffers: So when we see this like solutions architects and solutions consultants, people that are actually saying here is how we should design the data model and the business process, and how does this fit into the overall context of how someone's going to use this product. 

[00:28:23] Connor Jeffers: We have a UX and UI designer who's actually putting together what that application is going to look like and do. 

[00:28:28] Connor Jeffers: And then you have a platform developer who's coding and building that. 

[00:28:32] Connor Jeffers: And so the thing I would caution against is it's not, I need one person to do the UI extension. 

[00:28:36] Connor Jeffers: It is a whole new service category. 

[00:28:39] Connor Jeffers: And I think that there is so much opportunity in this because there is going to be a huge influx of customers who want to build these types of things. 

[00:28:47] Connor Jeffers: And so with that, I think we can start to get into what some of those things are, because we have use cases, we have cool stuff to show you. 

[00:28:53] Connor Jeffers: But Amy, if you want to add anything to this, you are more than welcome to as well. 

[00:28:57] Amy Chamness: No, I think that's spot on. 

[00:28:59] Amy Chamness: I am pretty ready to look at some of these use cases.

[00:29:01] UI Extensibility and Use Cases by Connor Jeffers

[00:29:01] Connor Jeffers: Cool. 

[00:29:02] Connor Jeffers: All right, let's get into some cool stuff. 

[00:29:05] Connor Jeffers: So what we want to do is we want to show you guys a couple of examples. 

[00:29:09] Connor Jeffers: We have a whole guide for this. 

[00:29:11] Connor Jeffers: We'll have a link that you guys can access that with tons and tons and tons of other examples. 

[00:29:15] Connor Jeffers: But the goal of this is to really get you guys thinking about what you can do and how you can do it. 

[00:29:21] Connor Jeffers: So we're going to go through a couple of these and show you guys what this actually looks like. 

[00:29:26] Connor Jeffers: So some key use cases and high level things that you can think of when you're looking at where does UI extensibility matter and what can UI extensibility empower me to do? 

[00:29:35] Connor Jeffers: One is accessing and actioning data from external sources. 

[00:29:39] Connor Jeffers: We see common use cases with, hey, I have an ERP and I need to be able to mark an invoice as, hey, they told me that they're going to make payment even if you haven't seen it yet, or I need to create a shipment, or I need to power some other workflow beyond what my core CRM is managing. 

[00:29:54] Connor Jeffers: And I want to be able to both see that data. 

[00:29:56] Connor Jeffers: And so you could do that historically, maybe you do an integration, you pass some data records to fields, but also being able to action that data and interact with it and send that both externally out of HubSpot, but also maybe update things inside of HubSpot all in one flow. 

[00:30:11] Connor Jeffers: That's a very good category. 

[00:30:13] Connor Jeffers: I think a lot of people start from. 

[00:30:14] Connor Jeffers: I need to build this bi directional, real time integration, and what they actually want to do is solve for a couple of key actions. 

[00:30:22] Connor Jeffers: And the data that would come from that integration is super important in order to do that. 

[00:30:26] Connor Jeffers: I think that's a really good category.

[00:30:28] Aptitude 8's Upcoming Features

[00:30:28] Connor Jeffers: The next piece is customized output based on a series of inputs, which as I'm reading that and saying, it is a confusing way for me to describe it, but essentially what we see here, and we'll go through some examples, but is being able to have sort of like think about it like a structured form or dependencies, or have some logic built into how you're entering data and then have that create a very specific output that you want, which could be contract language, it could be specific line items, it could be a different plan. 

[00:30:56] Connor Jeffers: We'll go through some examples there and then record specific reports. 

[00:31:00] Connor Jeffers: And I think this is something, this is one of the easiest things for people to do. 

[00:31:03] Connor Jeffers: You need to have very little development capability to do this today, but you can actually embed contextual reporting inside of your records. 

[00:31:11] Connor Jeffers: And so something that I've seen this used for already is some ABM type of plays where you want to visualize and see what's going on in this account across a whole bunch of different deals or a whole bunch of different contacts. 

[00:31:22] Connor Jeffers: And you can put that inside of HubSpot and see what that looks like. 

[00:31:26] Connor Jeffers: So I'm going to go into some specific examples that I think are interesting here that people will get excited about so that you can see how these come together. 

[00:31:35] Connor Jeffers: And Amy, you are more than welcome to expand on anything at any time if I don't give you the window. 

[00:31:39] Amy Chamness: Yeah, totally.

[00:31:40] Discussing UI Extensions And Form Creation Inside Records

[00:31:40] Amy Chamness: This isn't an expansion necessarily, but there was a question in the q a about being able to create a form inside the contact with these UI extensions and then update that record property information by an input on the form. 

[00:31:53] Amy Chamness: And I think you just answered that question, but I thought I'd bring it up in this context. 

[00:31:56] Connor Jeffers: Yeah, that's a great use case. 

[00:31:59] Connor Jeffers: Right? 

[00:31:59] Connor Jeffers: Like, I have a specific form with specific information and I need people to collect that. 

[00:32:03] Connor Jeffers: And so examples that immediately rush to mind here is like, oh, they want to submit a return. 

[00:32:09] Connor Jeffers: Here's the return form. 

[00:32:10] Connor Jeffers: It's embedded in the record. 

[00:32:11] Connor Jeffers: And when you fill it out, we already know it's for this contact. 

[00:32:15] Connor Jeffers: We can pass all the id information into it. 

[00:32:17] Connor Jeffers: We can gather that similar concept. 

[00:32:19] Connor Jeffers: Right? 

[00:32:19] Connor Jeffers: You go to, and this is not just relegated to a contact. 

[00:32:21] Connor Jeffers: Maybe you go to a ticket and you have a return process, maybe you go to a deal, maybe you go to another type of object and you have an escalation process. 

[00:32:28] Connor Jeffers: And now we need to fill out a form and say, hey, this customer is frustrated. 

[00:32:31] Connor Jeffers: Here are the issues that they have. 

[00:32:33] Connor Jeffers: And when you fill out that interaction, and maybe this is where you can have very specific inputs that you designate. 

[00:32:38] Connor Jeffers: And that's going to create a ticket, it's going to send an alert, it's going to do all of these different components. 

[00:32:43] Connor Jeffers: And being able to customize a UI window for that means you're not trying to shove that into different places, you're just putting it exactly where those users want to interact with it. 

[00:32:53] Connor Jeffers: That gives them the most context about what they're doing and how. 

[00:32:57] Amy Chamness: Yeah, totally. 

[00:32:57] Amy Chamness: This comes up a ton with referral processes too. 

[00:33:00] Amy Chamness: The old world solution was to create a form and marketing hub and somehow have people bookmark the form and find the form. 

[00:33:07] Amy Chamness: And it was a really ugly solution. 

[00:33:08] Amy Chamness: So I think that's a really good use case, but I will divert back to the original talk truck here and let you talk about.

[00:33:16] Maximizing User Interface and Experience with HubSpot’s Custom Modules

[00:33:16] Connor Jeffers: So another one that we've built on a couple of occasions that comes up a lot, right, is sort of like CPQE or deal builder type of interactions. 

[00:33:24] Connor Jeffers: And I think there are a bunch of products that exist on the market today that are really full dedicated CPQ platforms with tons and tons of functionality and deal rooms and contract lifecycle management. 

[00:33:34] Connor Jeffers: And all of these pieces, what we find is for a huge percentage of customers we talk to that are interested in some CPQ functionality is what they actually want to do is say, look, we have all these line items. 

[00:33:46] Connor Jeffers: I need to add eight line items to a deal, but what I want is for people to select from a couple of packages, right? 

[00:33:52] Connor Jeffers: Like this is my starter package, this is my intermediate package, this is my pro package. 

[00:33:55] Connor Jeffers: And the pro package adds different line items than the intermediate package does. 

[00:33:59] Connor Jeffers: And so you can sort of have these CPQe type of UI elements. 

[00:34:03] Connor Jeffers: And keep in mind I'm showing this with CPQ in the name or deal builder. 

[00:34:08] Connor Jeffers: This is applicable to any type of object as well. 

[00:34:11] Connor Jeffers: So you can embed this in any record you want and have these UI elements to actually configure and create a unique data entry experience that then outputs data either to HubSpot, right? 

[00:34:23] Connor Jeffers: So you can have this interaction, this UI extension, they hit a button, grabs that data, creates line items on that deal. 

[00:34:29] Connor Jeffers: But you could also send that data to external systems or external interactions as well. 

[00:34:34] Connor Jeffers: And you can expand what you can do in HubSpot pretty limitlessly by having a lot of these building configurator type of experiences. 

[00:34:41] Connor Jeffers: And I think the vast majority of the things that we run into when people are like, oh well, HubSpot looks awesome, but we need this one user journey or this one specific thing and if we don't have that, this won't work for us. 

[00:34:53] Connor Jeffers: This is kind of your answer to any of those concerns, which is you can build this UI extension to build a micro app that lives inside of HubSpot on the records and provides context to those users and gives you tremendous power. 

[00:35:06] Amy Chamness: Yeah, I think one thing I want to layer on top of this too is we hear a ton of feedback, know HubSpot, let's say line item solution is great, but we need more guardrails, we need more guidance. 

[00:35:17] Amy Chamness: We don't just want people entering line item data, generating, quoting pricing or whatever willy nilly. 

[00:35:23] Amy Chamness: This really allows you to set those guardrails and define if then logic that's baked in here. 

[00:35:28] Amy Chamness: Right. 

[00:35:29] Amy Chamness: So maybe there's certain discounting rules you want to apply, maybe there's certain line item combination rules you want to apply. 

[00:35:35] Amy Chamness: You can also employ some governance as opposed to just an easier user interface into this process, which is pretty powerful. 

[00:35:44] Amy Chamness: Cool. 

[00:35:46] Connor Jeffers: Okay, this is a continuation of some of that flow, right, where I talked about some of that bundling, I did a bad job of layering it here. 

[00:35:55] Connor Jeffers: But being able to see in this example, right, we're configuring a couple of different items. 

[00:35:59] Connor Jeffers: We can see sort of how that goes through. 

[00:36:00] Connor Jeffers: We can render and calculate data inside of the react module. 

[00:36:04] Connor Jeffers: And so these are not static. 

[00:36:05] Connor Jeffers: Right. 

[00:36:05] Connor Jeffers: I think someone had that example earlier which was, oh, can I embed a form on a record? 

[00:36:10] Connor Jeffers: Totally. 

[00:36:11] Connor Jeffers: I think where it gets way more exciting is can I embed a form on a record where depending on how people interact with that form, I'm going to ask them different additional questions. 

[00:36:20] Connor Jeffers: I'm going to calculate something, I'm going to validate something like, is this actually, can you enter it in this way? 

[00:36:26] Connor Jeffers: And you can use those react modules to be able to run that code after you interact with it, render a user experience back in front of that person and either gather different information or query them for additional steps. 

[00:36:38] Connor Jeffers: And this is so, so powerful in terms of really building an application, which is why I talked a little bit about that, like UX and UI design as being a really valuable skill set to apply to this, to really design how that application looks and behaves.

[00:36:51] Automating Field Rep Finder and Distributor Services

[00:36:51] Connor Jeffers: Okay, another really cool example that I think we talked about, right, but is field rep finder or being able to find a distributor or a servicer. 

[00:37:00] Connor Jeffers: Something that we run into is we work with a lot of customers that, whether they sell through franchises or they have physical locations, we have a customer that has thousands and thousands of physical locations. 

[00:37:10] Connor Jeffers: Throughout the United States. 

[00:37:11] Connor Jeffers: And they need to route customers so their service team isn't taking tickets and they're saying, hey, I have this issue. 

[00:37:16] Connor Jeffers: They're trying to diagnose it remotely. 

[00:37:18] Connor Jeffers: And if they get to a point where they're like, hey, we're not going to be able to fix this for you. 

[00:37:21] Connor Jeffers: We need to send you somewhere. 

[00:37:22] Connor Jeffers: Now what we're doing is people go and copy an address, they paste it in. 

[00:37:26] Connor Jeffers: They say, try to find a nearby location. 

[00:37:28] Connor Jeffers: What hours does that location have? 

[00:37:30] Connor Jeffers: They actually serve customers like this. 

[00:37:31] Connor Jeffers: All of that can get automated and they can just punch in here and say, hey, which field service locations do we want to access them to or connect them with? 

[00:37:38] Connor Jeffers: And then you can even add buttons that are like, I'm going to call that location. 

[00:37:43] Connor Jeffers: I'm going to send an email to this person with the information of that location and I can trigger that email straight from the page. 

[00:37:49] Connor Jeffers: Or perhaps I want to be able to create other data inside a HubSpot, create a ticket for this contact and associate it to that field service location so that they know that they need to work on this. 

[00:37:59] Connor Jeffers: And so you can really start to expand so much of these functions where today usually how this works is you're kind of trying to configure some of those workarounds inside of HubSpot. 

[00:38:08] Connor Jeffers: And at the smaller end of that customer segment, people are, oh, wow, this is awesome. 

[00:38:12] Connor Jeffers: This is better than what I have. 

[00:38:14] Connor Jeffers: But if you have any of these bespoke applications in your organization, either that your team has built, you've worked with a partner to build, maybe you've built on another platform, you can power all of this inside of HubSpot and you can build it all fully native to HubSpot itself. 

[00:38:27] Connor Jeffers: And this could look up data either in HubSpot or outside of HubSpot as well. 

[00:38:31] Connor Jeffers: So it doesn't matter whether you're storing that in your HubSpot portal already.

[00:38:35] Using SLA Monitor and Applying Similar Concepts to Other Areas

[00:38:35] Connor Jeffers: Another cool example is SLA monitor. 

[00:38:37] Connor Jeffers: So this one is a great example because what this is doing is it's grabbing information and data on this record, both from the record itself as well as related objects. 

[00:38:47] Connor Jeffers: And we're then showing on this record calculated, summarized information based off of rule sets. 

[00:38:53] Connor Jeffers: So you could take this exact same example and you could expand it to not just an SLA monitor, but maybe you want to know, we talked. 

[00:38:59] Connor Jeffers: I used that ABM example already. 

[00:39:01] Connor Jeffers: Right? 

[00:39:01] Connor Jeffers: Like what is my penetration in this account across a whole bunch of different interactions? 

[00:39:05] Connor Jeffers: Or how many times have we interacted with this customer in the last couple of months, how many incidents have they reported? 

[00:39:11] Connor Jeffers: And being able to create that context to the person that is looking at this record and know exactly what's happening and not having them, oh, let me go look at a report or let me comb through some of these fields. 

[00:39:22] Connor Jeffers: But grabbing information from this record, associated records, calculating that information and rendering it to that user so that they just have a lot more context about how they're working with it. 

[00:39:32] Connor Jeffers: And so I know for each of these examples, these are very much jumping off points just to give you ideas of what you are capable of and what you can actually do. 

[00:39:41] Connor Jeffers: And what we're going to do is we're going to transition into Q a, unless Amy wants to expand on anything, which I do a terrible job of opening for. 

[00:39:48] Connor Jeffers: But I want to make sure if you want to say anything, you can. 

[00:39:50] Amy Chamness: Oh, you're fine.

[00:39:51] Discussion on SM Monitor Use Case and its Impact on Key Performance Indicators

[00:39:51] Amy Chamness: The only thing I was going to say on the SM monitor use case here is this comes up a ton with people who want sort of like health performance or a health indicator or a health check for an account or a contact or a ticket, whether that's service team or a sales member, we get a lot of feedback where people say, we wish HubSpot would just redefine XYZ to match what our business need is. 

[00:40:11] Amy Chamness: And this really allows you to do that. 

[00:40:12] Amy Chamness: So if you can imagine a world where you, a service rep, opens up a company record, and you can quickly see this is based off of our business logic and how we think about the health of a relish account, the prescribed health of this account. 

[00:40:24] Amy Chamness: Here's maybe some actions that I might suggest doing to improve the account, whatever it might be. 

[00:40:31] Amy Chamness: So just that. 

[00:40:32] Amy Chamness: Not simply an overview of the actions or activities or properties or data of a given record, but the actual overview of the value or the health of that record, as is in the context of your business, is a use case we see all the time. 

[00:40:46] Amy Chamness: But beyond that, I'm happy to transition Q and cool. 

[00:40:50] Connor Jeffers: So we'll jump to Q a if you go one more.

[00:40:52] Aptitude 8 Q&A Session Includes A Live Demonstration and Extra Resource

[00:40:52] Connor Jeffers: Also, we're going to do Q-A-I see a bunch in here, but if you have questions, throw them in the Q A. 

[00:40:56] Connor Jeffers: We're going to work to answer as many as we possibly can here. 

[00:40:59] Connor Jeffers: There's a lot of them in here, but do throw them in here, we'd be more than happy to answer them. 

[00:41:03] Connor Jeffers: And if you go on to the next slide, we just grabbed some of our core examples here. 

[00:41:08] Connor Jeffers: But if you scan this QR code, and Justin, if we can throw that link into the chat for everyone. 

[00:41:15] Connor Jeffers: That'd be amazing. 

[00:41:15] Connor Jeffers: I can only send it to hosts and panelists. 

[00:41:17] Connor Jeffers: We have a bunch more of these examples as well that you can look through, you can access with write ups of how some of them work, and that you guys can sort of see or share either with your customers, your prospects for your own team to be able to see them and understand them, either QR code or that link. 

[00:41:34] Connor Jeffers: And so with that, we'll transition a little bit to some of the Q A, which is in here, and please, please submit stuff and we would be delighted to answer them for you.

[00:41:44] Becoming a HubSpot Developer with Connor Jeffers and Amy Chamness

[00:41:44] Connor Jeffers: One of the questions that I saw, I actually saw a couple of questions kind of in this vein and in this category, which is if you want to get started being a HubSpot developer and you're excited about these types of things and you want to really understand how to get better at it, I would extensively recommend HubSpot Academy puts out a lot of content, and there was an answer earlier in the QA, and I can try to find that of John McLaren, who's a developer advocate. 

[00:42:07] Connor Jeffers: I would follow the developer advocates at HubSpot on LinkedIn. 

[00:42:09] Connor Jeffers: Connect with them. 

[00:42:10] Connor Jeffers: They're also incredibly nice people. 

[00:42:11] Connor Jeffers: I know most of them, they're wonderful. 

[00:42:13] Connor Jeffers: They'd love to hear from you. 

[00:42:14] Connor Jeffers: They put out a lot of content and resources. 

[00:42:16] Connor Jeffers: The other thing I would suggest, which is not necessarily just a plug for a eight, but there's a lot of amazing solution partners in the ecosystem. 

[00:42:25] Connor Jeffers: The best place to get the most experience building and developing these types of things for a wide range of different use cases is to work with a solutions partner and to really hone your skills with a partner who does that type of work, because you'll just see a lot of use cases where we have customers that build one or two of these, but our team is building all sorts of them all of the time for so many different use cases. 

[00:42:47] Connor Jeffers: And I think that's the best place to get a lot of real time interactions with folks is to get exposure to that type of a team. 

[00:42:55] Connor Jeffers: And Amy, I'm going to answer and scroll, so if you saw one in between and you want to take it, you are welcome to. 

[00:43:00] Connor Jeffers: Otherwise, I will scroll and grab.

[00:43:01] Using HubSpot for HIPAA Compliance: A Discussion

[00:43:01] Amy Chamness: One thing I will note is there was a question on HIPAA compliance and HIPAA information. 

[00:43:08] Amy Chamness: Feel free to interrupt me if you have any thoughts, Connor. 

[00:43:11] Amy Chamness: But generally speaking, HIPAA HubSpot is not a HIPAA compliant tool. 

[00:43:15] Amy Chamness: Right? 

[00:43:15] Amy Chamness: So storing, displaying HIPAA data in HubSpot is not compliant. 

[00:43:18] Amy Chamness: That being said, if you have a HIPAA compliant tool or HIPAA compliant space in which you store that information, assuming it's hosted elsewhere. 

[00:43:27] Amy Chamness: Right. 

[00:43:28] Amy Chamness: It's not like hosted on HubSpot. 

[00:43:30] Amy Chamness: There are solutions here and there. 

[00:43:31] Amy Chamness: I think that one of our dev advocates put an answer in here. 

[00:43:34] Amy Chamness: So I'll actually type that out in there. 

[00:43:35] Amy Chamness: But I just wanted to call that out because we get that question all the time, right? 

[00:43:39] Amy Chamness: Is this a way in which to store HIPAA data in HubSpot? 

[00:43:42] Amy Chamness: The short answer is no. 

[00:43:43] Connor Jeffers: HubSpot, yeah, store in HubSpot, definitely not. 

[00:43:46] Connor Jeffers: I think for Bill's answer, we have an example in that guide that I linked that has one for HIPAA compliance. 

[00:43:52] Connor Jeffers: What we've done before is create an iframed UI extension that accesses that data from a HIPAA compliant system. 

[00:44:01] Connor Jeffers: The key here is you'd never want to store that information inside of HubSpot, but you can allow for users who are working in HubSpot to collect that information or allow users in HubSpot to access that information. 

[00:44:13] Connor Jeffers: But that is dependent on you have another system that is HIPAA compliant and you are iframing and Oauth to that system and you are not storing that data inside of HubSpot, which is not something that you want to do. 

[00:44:25] Connor Jeffers: And so, as with all HIPAA compliant stuff, talk to your lawyer, talk to your legal counsel, make sure what you're doing is good. 

[00:44:31] Connor Jeffers: But full stop, you don't want to store HIPA compliant data in HubSpot is not something that you want to do.

[00:44:38] Discussing HubSpot Development with Connor Jeffers

[00:44:38] Connor Jeffers: Benjamin asked a question around maintaining a server or is there a no code way to do it? 

[00:44:44] Connor Jeffers: So I think for the first part of the question is the whole value of doing this on the react modules is you don't need an external server, you're not hosting this anywhere. 

[00:44:52] Connor Jeffers: It's all running inside of HubSpot itself. 

[00:44:56] Connor Jeffers: And for the iframe applications like that HIPAA one we talked about, right. 

[00:44:59] Connor Jeffers: The reason you can do that is you're not storing any of that data in HubSpot. 

[00:45:03] Connor Jeffers: You're just sort of showing an external HIPAA compliant database for it. 

[00:45:07] Connor Jeffers: But for Benjamin's question on do you need to maintain a proper server? 

[00:45:10] Connor Jeffers: The whole benefit of the react extensions is you don't need to do that at all. 

[00:45:13] Connor Jeffers: All the code runs in HubSpot, it's hosted in HubSpot, you don't need to maintain it or store it anywhere else. 

[00:45:19] Connor Jeffers: From Clayton, how about connecting a mapping system to show each reps where their customers are, put this on the reps contact, then display where the customers are compared to them. 

[00:45:28] Connor Jeffers: Definitely that's an amazing application that you could build and you could put it with the context from the contact record related data that field service rep finder or location finder works on. 

[00:45:41] Connor Jeffers: Very much that same principle where you can interact with the goal maps API, send in location information and sort of plot distance between points or something to that effect. 

[00:45:50] Connor Jeffers: Really, really powerful. 

[00:45:51] Connor Jeffers: I think for a lot of organizations that either do field service or have physical locations, being able to tie in mapping data and surface that in the context there is extremely, extremely powerful. 

[00:46:04] Connor Jeffers: From Casey, who you can slack me this dude Casey I work with, but name of the line item module, something for react. 

[00:46:12] Connor Jeffers: So I think we can give you the actual access to that. 

[00:46:16] Connor Jeffers: But I think the line items themselves is sort of that example and those are running on react. 

[00:46:23] Connor Jeffers: John is thanking for the dev advocates. 

[00:46:25] Connor Jeffers: John's amazing and you should follow John McLaren. 

[00:46:28] Connor Jeffers: And anytime that people ask me about development level stuff, I'm always pointing them to John. 

[00:46:33] Connor Jeffers: So you're very welcome, John. 

[00:46:35] Connor Jeffers: And there are some amazing examples here for the UIe that Amy just shared in the chat. 

[00:46:40] Connor Jeffers: Also question on budget or timeline for some of these and knowing that these vary, but how do you build for some of these pieces? 

[00:46:51] Connor Jeffers: Or they think that it can be a huge investment and can they reuse something that's built for another organization? 

[00:46:57] Connor Jeffers: Big question. 

[00:46:58] Connor Jeffers: I'll try to condense it as much as I can. 

[00:47:01] Connor Jeffers: The key component of some of these UI extensions. 

[00:47:03] Connor Jeffers: And I think that this ties to someone asked earlier around the skill sets that are required. 

[00:47:08] Connor Jeffers: Very rarely is this going to, and this is true of any application. 

[00:47:12] Connor Jeffers: Anyone that's worked in product will be acutely aware of this pain. 

[00:47:16] Connor Jeffers: It is very rarely, hey, we want to build this app. 

[00:47:18] Connor Jeffers: Awesome. 

[00:47:19] Connor Jeffers: Let's just set up the front end and now it works, right? 

[00:47:21] Connor Jeffers: You're probably going to have some data model decisions, you're going to have some business process decisions. 

[00:47:25] Connor Jeffers: You really need to design and map out how is this application going to work. 

[00:47:29] Connor Jeffers: And so for us, when we build these, we have a combination of UI and UX design, a solutions architect or solutions consultant that's sort of designing the business process and the data model and the flow, and then a developer who's then building that module on the front end. 

[00:47:44] Connor Jeffers: The development of the modules themselves is pretty lightweight and pretty easy. 

[00:47:48] Connor Jeffers: One developer in an afternoon could build you a full working react component that does a whole bunch of really cool stuff. 

[00:47:55] Connor Jeffers: The rub comes into the product design and the database and the process design, and where does that application fit in that customer journey and that's really the thing that you need to solve for.

[00:48:05] The Role of Non-Coders in App Development

[00:48:05] Connor Jeffers: And I think I saw another question earlier around, hey, I'm more on the admin side and I want to maybe get into some of this stuff. 

[00:48:13] Connor Jeffers: My suggestion to folks would not necessarily be if you are not a developer by trade and you are not drawn to hands on keyboard coding, you can absolutely still work in and develop and work on these projects with people. 

[00:48:25] Connor Jeffers: And the majority of that work is going to be in designing that application. 

[00:48:28] Connor Jeffers: What it does, what it's capable of, which object it lives on, what data it interacts with, that is not for the end developer to actually be working with. 

[00:48:37] Connor Jeffers: And I think being able to design that solution, write up that spec, and work with technical resources to put it into place is an incredibly valuable skill set. 

[00:48:46] Connor Jeffers: And if you have a lot of background on the administrative or the Rev ops side, that's a pretty natural sort of draw and extension of what your skill set is today. 

[00:48:57] Connor Jeffers: And you can probably work with a react developer and help them get up to speed and understand some of those places too. 

[00:49:02] Connor Jeffers: I think that that's like a great place to invest and spend that time, warn against pitfalls, unforeseen pitfalls or hiccups. 

[00:49:08] Connor Jeffers: I think the main thing, and I think this is probably true of all product development, is that it is not magic. 

[00:49:13] Connor Jeffers: You still need to sort of design and figure out what is the problem we're trying to solve. 

[00:49:17] Connor Jeffers: How does a user get to this screen, what data is related? 

[00:49:20] Connor Jeffers: And can I actually access from this record, and how can I create something that is there? 

[00:49:26] Connor Jeffers: And I think the more time you can spend on the design of the solution and of the UI and making sure you get that first, the worst thing that can happen and we do it right, I mean, I think we spend a lot of time extending and developing on top of HubSpot, and we even have projects that get into the situation where you maybe get some requirements. 

[00:49:46] Connor Jeffers: You build something, someone starts giving you edits, you start making a bunch of edits and doing something, and then after spending a bunch of time post development making a lot of those changes, you end up with this sort of like frankensteinian thing that doesn't really accomplish any goals. 

[00:50:00] Connor Jeffers: And the best way to do this is to really take a product design methodology of really understanding what are you trying to build, how should it work, what are the expected outcomes, and then engineering a solution around that instead of jumping straight into development. 

[00:50:14] Connor Jeffers: I think the biggest risk that I would give somebody is if you don't have a development or a product background and you are working with maybe a customer or a prospect who wants to build something in this arena, or if you're a Hubsot customer and you're looking for someone to build this with you, I would really ask around like, hey, do you guys have in house developers? 

[00:50:32] Connor Jeffers: Do you have examples of some of these components? 

[00:50:34] Connor Jeffers: Is this something that you guys have done? 

[00:50:37] Connor Jeffers: And if you're a partner, invest in those resources, right? 

[00:50:39] Connor Jeffers: Because I think you're going to have a really hard time taking from a customer who wants something to work and then saying, cool, we'll go build an application for it. 

[00:50:47] Connor Jeffers: Because it's an application. 

[00:50:49] Connor Jeffers: It's very different than I will send a design for a landing page to somebody and they will build that landing page and I will send an email over a link to that published landing page. 

[00:50:58] Connor Jeffers: Because this is an application that needs to interact with data. 

[00:51:01] Connor Jeffers: It needs to be presented to users. 

[00:51:03] Connor Jeffers: There's a lot of moving parts that you want to make sure you anticipate and plan for.

[00:51:08] Real-Time Updates and Data Feeding in HubSpot

[00:51:08] Connor Jeffers: From Andy Johnson, would it be possible to develop an extension to get real time updates, I. 

[00:51:14] Connor Jeffers: E. 

[00:51:14] Connor Jeffers: Tracking related data? 

[00:51:15] Connor Jeffers: Yes, that was that SLA example that we gave you. 

[00:51:18] Connor Jeffers: So that react module can actually both render data from within HubSpot itself as well as grab information from other systems or places outside of HubSpot. 

[00:51:27] Connor Jeffers: Right. 

[00:51:27] Connor Jeffers: So if you wanted to grab data from another real time service and combine it with HubSpot data and render it to that user, when they look at that contact or look at that record, you could absolutely do that with those extensions. 

[00:51:38] Connor Jeffers: I think that's a very good example. 

[00:51:40] Connor Jeffers: That's also one that's pretty lightweight, right? 

[00:51:43] Connor Jeffers: I just did a bunch of warnings around like, don't build crazy stuff. 

[00:51:46] Connor Jeffers: That one's really lightweight, right? 

[00:51:47] Connor Jeffers: It doesn't have a lot of interaction, it doesn't have a lot of user journeys, that would be an awesome one to get started with is like, can I show distance from a specific location based off of a user's address? 

[00:51:57] Connor Jeffers: And that's it in a react module. 

[00:51:59] Connor Jeffers: And you could render that right on the screen. 

[00:52:01] Connor Jeffers: And I think that's an excellent level two or level three. 

[00:52:04] Connor Jeffers: If level one is sort of print hello world, that one's not that complicated to be able to build and expand upon, for sure from someone anonymous want to feed data from another system into HubSpot, but the other application, or says, does the other application need to have an API? 

[00:52:21] Connor Jeffers: Yes. 

[00:52:22] Connor Jeffers: If you want to access and interact with something via code, you would need an API for it. 

[00:52:27] Connor Jeffers: The simplest way to think about APIs is it allows for an application other than the one that you're working with to interact with that one. 

[00:52:34] Connor Jeffers: And so if it has no APIs and no ability to interface with it, it makes it extremely challenging for you to do those pieces. 

[00:52:42] Connor Jeffers: Something that we recommend and we work with a lot of customers on is digitizing and moving a lot of those products to kind of cloud solutions that have APIs. 

[00:52:51] Connor Jeffers: And that's a primary reason is it's going to let you extend and expand and connect a lot of other applications in your overall stack to HubSpot or to anything else as well. 

[00:53:02] Connor Jeffers: Crushed a lot of these. 

[00:53:04] Connor Jeffers: I know that there's a couple that we probably won't have time to get here to, and we are at the top of the hour.

[00:53:09] Engaging conversation concerning the latest developments in HubSpot

[00:53:09] Connor Jeffers: Thank you guys so, so much for coming. 

[00:53:11] Connor Jeffers: Hopefully this was really insightful and inspiring to some folks. 

[00:53:16] Connor Jeffers: If you have questions on these, if you go forward to the next one. 

[00:53:18] Connor Jeffers: Actually, I have my email, I have my LinkedIn, we have Amy's LinkedIn and Amy's email. 

[00:53:24] Connor Jeffers: We'd be happy to hear from you. 

[00:53:26] Connor Jeffers: If you are a customer, we build a lot of these things. 

[00:53:29] Connor Jeffers: We'd be happy to work with you. 

[00:53:30] Connor Jeffers: If you're a HubSpot employee, we do a lot in this arena. 

[00:53:33] Connor Jeffers: We'd be happy to work with you. 

[00:53:35] Connor Jeffers: And if you're a HubSpot partner and you're like, hey, this is really exciting, how do we do it? 

[00:53:38] Connor Jeffers: Please reach out to me. 

[00:53:39] Connor Jeffers: I'd be more than happy to point you in the right direction and help. 

[00:53:41] Connor Jeffers: I think there will be far more people looking to build on this then I can possibly build and support. 

[00:53:47] Connor Jeffers: And so the more people that are building amazing things on HubSpot, the more the ecosystem grows at large, which is very much our goal. 

[00:53:53] Connor Jeffers: Amy, I offered you up in the same way. 

[00:53:57] Connor Jeffers: Is that yes? 

[00:53:59] Amy Chamness: Yeah, definitely. 

[00:54:00] Amy Chamness: If you have any questions or concerns, whether they're questions about our roadmap limitations with the product, send them my way. 

[00:54:06] Amy Chamness: I'm happy to get answers where I can if possible. 

[00:54:10] Amy Chamness: And the other thing I would note is we shared a ton of externally facing resources, both in chat and otherwise. 

[00:54:17] Amy Chamness: We'll try to follow up with those after as well. 

[00:54:19] Amy Chamness: But if you're missing anything and there's a resource that would be particularly helpful, let us know. 

[00:54:24] Amy Chamness: We want that on our reader as well. 

[00:54:26] Connor Jeffers: Amazing. 

[00:54:26] Connor Jeffers: Thank you everybody, so, so much. 

[00:54:28] Connor Jeffers: Have a wonderful rest of your week.

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