MKTG562 - HubSpot and Motion AI: A Case Study on Chatbot-Enabled CRM

This case study delves into HubSpot's acquisition of Motion AI and the integration of chatbots into its CRM system. It examines how bots fit into HubSpot's sales process, the trade-offs between using bots versus humans for customer relationship management, and whether HubSpot was ready to make bots the face of its brand. The analysis further explores the future of chatbots and Motion AI in marketing, considering customer preferences for rapid responses and flexible interaction. The study concludes that while chatbots offer significant benefits in terms of speed and efficiency, companies should still prioritize maintaining personal relationships with customers alongside automated systems. Desklib provides access to similar case studies and solved assignments for students.

Running head: A CASE STUDY ON HUBSPOT AND MOTION AI
A Case Study on HubSpot and Motion AI
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1A CASE STUDY ON HUBSPOT AND MOTION AI
EXECUTIVE SUMMARY
The following report is focused on the analysing of the study of the case report of the
HubSpot and Motion AI, mentioned in the Harvard Business Review case. The study
critically examines the case review in the context of understanding the process of working
structure of HubSpot into processing the implication of Chatbots and Motion AI in their
working interface. Finally, the study with the help of the article provided and named as
Harvard Business Review examines the future of the same.

2A CASE STUDY ON HUBSPOT AND MOTION AI
Table of Contents
Introduction................................................................................................................................3
Question 1..................................................................................................................................3
Question 2..................................................................................................................................3
Question 3..................................................................................................................................4
Question 4..................................................................................................................................4
Conclusion..................................................................................................................................5
References..................................................................................................................................6

3A CASE STUDY ON HUBSPOT AND MOTION AI
Introduction
HubSpot is classified as an inbound sales and marketing company and a software
provider of CRM. The report of Harvard Business Review claims the following analyses for
the implication of Chatbots in HubSpot Company (Avery & Steenburgh, 2018).
Question 1
How do bots fit into the sales process at Hubspot?
Chatbots are the shreds of software, marketed by the intelligence of artificial science
(Cannella, 2018). It fosters the company to engage in chatting with the customers on a
proposed platform of social media. In this connection, HubSpot found the practical potential
for implementing chatbots in their day to day business to connect with their B2B customers.
Utilising the Chatbots, to fit in the working process of Hubspot, the team at the company was
motivated to make use of chatbots at different sectors of purchase journey of customers to
study their behaviour regarding this modern way of communication and then build the same
for their company.
Question 2
What is the trade-offs between effectiveness and efficiency associated with the use of
bots versus humans to create, nurture, and manage customer relationships?
As mentioned in Harvard Business Review, chatbots make interaction with the
customers automatic and smooth; the same is also beneficial as compared to that of a human
managing the customer relationship management (Davenport & Ronanki, 2018). The chatbots
were proved better than the IVR systems of interaction and that its effectiveness was so high
that it became difficult to analyse whether the communication is made between a human and

4A CASE STUDY ON HUBSPOT AND MOTION AI
a machine or human to human. This resulted in the greater satisfaction level of the customers
as the chatbot system replied faster than what a human could do.
Question 3
Was HubSpot ready for bots to become the face of its brand to its prospective
customers? Currently, a team of chat representatives worked with marketing to qualify
and prime prospects for HubSpot's sales team. Could they and should they be replaced
with chatbots?
As opined in Harvard Business Review, the company HubSpot was excited in terms
of implementing Chatbots in their company (Thompson, 2018). However, they had many
questions running down their mind of how this automated interface would prove sufficient
for both them and their customers. In this connection, the company along with its team tried
to leverage and create a transition in their prospect of the traditional way of interacting with
their customers and grow their business. Thereby, when comparing both the human and
automated method of interaction the company found effective potential in the use of chatbots
as it claimed to generate the qualified leads to the company more than just six times of what
their human interface would do. This, in turn, resulted in HubSpot to make Bots the face of
their brand to create automated interactions with their customers.
Question 4
What is the future of Chatbot and motion AI in marketing?
As opined by Tavanapour & Bittner (2018), the customers appreciate the rapid
response of the bots; it enables to facilitate better and friendly communication with the
customers. The modern trend of the customer lifestyle demands the flexibility of interacting
with the company anywhere and everywhere. The implication of Chatbots and Motion AI
thereby helps in the same effectively and efficiently. This piece of evidence notifies the

5A CASE STUDY ON HUBSPOT AND MOTION AI
bright future of Chatbots and Motion AI in the future market prospects. However, as stated in
the article of Harvard Business Review it is reported that companies still wish to ensure
management of the personal relationship with their customers in the connection of keeping a
human eye to their customers and not just with the automated machine system.
Conclusion
To conclude with the help of the examination of the study, it tends to examine that the use of
Motion Ai and Chatbots will be proved highly beneficial to the companies to interact with
their customers in a faster manner. The study demonstrates that communication with the help
of this new modern interface is made flexible and satisfies the needs and demands of the
customers anywhere and anytime.

6A CASE STUDY ON HUBSPOT AND MOTION AI
References
Avery, J., & Steenburgh, T. (2018). HubSpot and Motion AI: Chatbot- Enabled CRM, 9(518-
067), pp.1-21.
Cannella, J. (2018). Artificial Intelligence in Marketing.
Davenport, T. H., & Ronanki, R. (2018). Artificial intelligence for the real world. Harvard
Business Review, 96(1), 108-116.
Tavanapour, N., & Bittner, E. A. (2018). Automated facilitation for idea platforms: design
and evaluation of a Chatbot prototype.
Thompson, C. (2018). Assessing Chatbot Interaction as a Means of Driving Customer
Engagement. Tavanapour, N., & Bittner, E. A. (2018). Automated facilitation for idea
platforms: design and evaluation of a Chatbot prototype.