Why HubSpot Acquired Kemvi

By Bradford Coffey, Chief Strategy Officer at HubSpot

The day is coming where AI and machine learning will power every part of our lives. It’s amazing to think how far we’ve come the last few years and to experience the introduction of technology once left to the realm of science fiction. Whenever we begin to talk about this space, I’m always reminded of one of my favorite quotes. Just spot on.

“Every sufficiently advanced technology is indistinguishable from magic” — Arthur C. Clarke

At HubSpot we’re incorporating machine learning and AI into the future of our marketing and sales tools. Using AI in the marketing and sales process creates a more tailored experience for the buyer and can help companies get found by more prospects, convert more leads, and close more customers. In that vein I’m excited to announce that HubSpot has officially acquired Kemvi, a startup using machine learning, natural language processing and artificial intelligence to help software better understand the world. Kemvi’s flagship product, DeepGraph, uses machine reading to stay updated on what is happening with your prospects and helps you craft personalized messages that reflect each prospect’s individual context.

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At HubSpot our sales team spends an amazing amount of time developing an understanding of the companies they’re working with. Importantly they’re searching for moments of change within an organization where they can engage and provide helpful advice. We call these trigger events. Over time reps have all developed their own approaches to identifying these events for their prospects — monitoring job changes at the company, devouring news articles, and even staying on top of government filings. This is something that takes an enormous amount of time and can be more efficiently done using machine learning. It’s how Kemvi’s technology can help HubSpot and the companies we work with deliver a more personalized, helpful, sales process.

As part of HubSpot, we’ll view Kemvi’s technology through an inbound lens and focus on making the sales process better for the buyer and sales rep alike. We’ll be incorporating the DeepGraph technology into the HubSpot CRM, enabling these remarkable, helpful, interactions for all our users. More broadly, this acquisition will bring machine learning functionality, skill and insight to all of HubSpot’s sales and marketing tools — so HubSpot and our engineering team can create some magic.

Welcome to the team, Kemvi.

Curious? Here’s more on how HubSpot uses artificial intelligence throughout its growth stack.

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