Dublin HUG: Building a Connected Customer Journey with AI in HubSpot

Marketing Perspective: Winning Visibility in AI Search

How marketing teams can adapt content for AI-powered search and answer engines.

Rakky Curvelo – Senior Brand Marketing Manager, HubSpot

1:30 PM – 2:00 PM

As AI-powered search changes how buyers research and evaluate solutions, this session examines what that means for modern marketing teams. Rakky Curvelo shares HubSpot’s approach to Answer Engine Optimisation (AEO), outlining how brands can structure content for AI visibility, strengthen authority, and position themselves to be cited when prospects are ready to act.

Sales Perspective: The Rise of the GTM Engineer

How AI is helping sales teams expand capacity, reduce admin, and focus on the human interactions that drive revenue.

Stephen Higgins – Sales Director EMEA, HubSpot

2:00 PM – 2:30 PM

Stephen Higgins explores how HubSpot is using AI across the sales organisation to reduce manual work, improve prospecting, strengthen pipeline management, and support better deal execution. The session offers a practical view of how sellers can use AI to increase productivity and decision quality without losing the human judgment that customers still value most.

Customer Success Perspective: Using AI to Create More Time for What Matters

How AI is helping Customer Success teams reduce admin, scale support, and focus more on human connection.

Mark Henry – AI First Customer Success Leader, HubSpot

2:30 PM – 3:00 PM

In this session, Mark Henry shares how HubSpot’s Customer Success organisation is using AI to streamline call preparation, automate follow-up, and support teams across the customer lifecycle. From Breeze Assistant to outreach and support agents, the session offers a practical look at how AI can improve efficiency without losing the human element that drives better customer outcomes.

Workshop: Using Prospecting Agent to Scale Personalised Outreach

A practical session on using HubSpot’s AI Prospecting Agent in real scenarios.

Coke Orellena – Solutions Engineer, HubSpot

3:15 PM – 5:00 PM

Coke Orellana demonstrates how sales teams can use Prospecting Agent to combine buyer intent, CRM history, and AI-generated drafting to reach prospects at the right moment with more relevant messaging. The session explores configuration, automation, approvals, and usage best practices so teams can improve outbound performance without giving up control.

Workshop: Building Connected Campaigns in HubSpot

Plan, structure, and measure campaigns using HubSpot’s latest campaign tools.

Derek Owens – Product Manager, HubSpot