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HubSpot, an inbound marketing and sales software company, was built on the ideas that buyers should be treated like people, that marketing should be more human, and a company’s message should add value and not disruption. HubSpot turns to Slack to help them live these principles within their own walls.

For HubSpot, the tools they use help make sure they work efficiently, as well as thoughtfully of everyone’s time. They use more than 100 integrations in Slack and have created 16 bots and 12 slash commands to “automate as much as humanly possible,” explains Ben Becker, Senior Systems Engineer.

It's hard to think of just one thing Slack has helped us with because it has become such an integral part of the way we do things.

Ellie Botelho
PR Manager, HubSpot

“Sending someone a Slack message is painless, quick, very casual, and being able to reach out to anyone throughout our very dispersed locations and not feel like we're interrupting their lives with another email is a must have,” says Becker.

The marketing team controls and automates most of their workflow with bots and slash commands. Growthbot, a chatbot created by HubSpot co-founder and CTO Dharmesh Shah, connects HubSpot’s own software and data from Google Analytics to Slack. An incoming webhook enhanced with interactive buttons funnels sales leads into Slack and updates HubSpot’s CRM after those leads have been claimed. Google Drive integration allows them to share files. The “/serviceslead” command searches their internal CRM for information on customers, while “/approvals” allows sales representatives to check the status of their pending contracts and managers to set and remove approval delegates.

Similarly, there are bots and commands that help simplify the workflows for engineering, customer support, and legal. “We’re just trying to make Slack the brain of the company so that there's less asking the repeated questions,” says Becker. “There's less having to bother the people who are heads down working.”

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