If you’re like me, you live and die by your AI notetaker. But I’ve never felt like they live up to their potential. They talk a big game, but their functionality is actually quite limited and often feels like a ChatGPT wrapper with a nice UI. The best ones give you access to recordings across teams/departments and allow you to chat with transcripts. But that is all reactive functionality.
Your teams are having dozens, maybe hundreds, of conversations with prospects and clients every week. Sales calls, onboarding sessions, support check-ins. Buried in those conversations are pure gold: objections, competitor intel, killer testimonials, and early churn warnings. But, even with AI notetakers, most of that gold remains trapped behind a wall of manual work required to access it and then action it in HubSpot.
If we’re being honest, you don’t really need an AI notetaker. You need a second brain that can take all of the context of your calls and all of your data in HubSpot and combine them, providing proactive insights and value. An AI-powered memory that not only records every conversation but understands it, connects it to your CRM data, and lets you automate your most tedious tasks.
That’s what I’ve found in AskElephant, which is notable for the sheer amount of work they have put into HubSpot-specific functionality. Over the past few weeks it has quickly replaced Fathom as my go-to meeting notetaker (although it feels like a misnomer to even call it that).
Insights on Auto-Pilot
Like many AI notetakers, AskElephant has a chat interface where you can query your recordings and transcripts. It gets points for being able to query multiple calls at once—so, a salesperson prepping for a final proposal call could ask about the top pain points mentioned across all sales calls with that prospect—but again, that’s reactive and puts the onus on the human being to do most of the work.
Where AskElephant really shines is in its automation.
Their workflows let you build custom automation "recipes" that run on triggers from your calls. The steps in these recipes are AI-powered prompts and actions that can analyze conversations, write data to HubSpot, send Slack notifications, and more.
Take that same situation of prepping for a final proposal. Instead of asking for pain points via chat, in AskElephant you can set up a workflow that automatically prepares a proposal prep document based on the context from previous calls, loads it into HubSpot as a note, and notifies the salesperson. And this can apply across all deals instead of needing to ask for each individually.
This elevates AskElephant from a gimmicky sales rep tool to a strategic operational lever that would fit just as well in your RevOps team’s toolbox. And the interface will feel very familiar to users of HubSpot’s own workflows, so even non-technical users will be able to configure their own automation.
We’ll get into more use cases across Sales, Service, Marketing, and even Leadership later, but next I want to talk about an even bigger differentiator: Ask Elephant’s HubSpot Agent.
The "Do It For Me" Notetaker
With Ask Elephant’s HubSpot Agent, you can now chat to not only pull information from your call transcripts, but to edit and update HubSpot directly from the chat interface.
You could ask: "Based on my last call with Johnny Rose, what was the budget he mentioned? Update the 'Budget' property on the deal associated with him in HubSpot with that amount and create a series of follow up tasks for next steps."
The chat interface allows you to do voice-to-text so you can literally do this while you are shoveling down a messy Chipotle burrito between meetings. And AskElephant will make recommendations for how to optimize your prompt to make sure it does exactly what you want.
Use Cases: Put Your New "Second Brain" to Work
Okay, let's get practical. How can you actually use this to drive revenue and improve retention?
For Sales: Hone Your Pitch & Beat the Competition
Stop guessing about your messaging. Sales can use the chat to analyze a series of discovery calls and instantly identify common objections, competitor mentions, and key decision-driving pain points. They can ask, "Summarize every time Competitor X was mentioned in my calls this quarter and how our prospects view them." This intel allows them to build data-driven battle cards and refine their pitch to focus on what truly matters to the buyer.
Or, with automation, you can write any competitor mentions, objections or pain points to the deal record and use them in reporting to see, for example, which competitors you are losing the most deals to and what situations they are consistently beating you in.
For Service: Proactive Churn Retention
If you wait for the "we need to talk" email, it's already too late. Set up workflows to create a Last Call Sentiment Score in HubSpot. The workflow can analyze every client check-in call for sentiment, keywords (like "frustrated," "confused," "not working"), and tone. If negative indicators pop up, the workflow can automatically record a lower health score, create a high-priority task for the account manager, and send an alert. This transforms your service team from reactive firefighters to proactive advisors.
For Marketing: Create Case Studies in Minutes, Not Weeks
For Marketing: Create Case Studies in Minutes, Not Weeks
The voice of the customer is your most powerful marketing tool. Instead of trying to schedule another call with a happy client to get a quote or disrupt your busy service team’s day-to-day, your marketing team can set up a workflow that identifies positive outcomes and praise and pulls client quotes and stats directly from the transcript.
On my demo with AskElephant, we even talked about the possibility of syncing client quotes directly into a HubDB table so you could have a real-time feed of anonymized client testimonials running on your website. It would take a bit of dev work, but imagine if website visitors could see “23 minutes ago Shelby said ‘This product is the absolute best. Accept no substitutes!”
For Leadership: The Ultimate Executive Brief
As a leader, you can't be in every meeting. But you need a pulse on the business. Create a weekly leadership workflow. Every Friday afternoon, it can analyze all sales and service calls for the week, generate a one-page summary of major wins, emerging risks, and competitive intel, and post it directly to your private #leadership Slack channel. It’s the most insightful weekly report you’ll ever read.
Hey HubSpot Partners...
AskElephant is launching something just for you on Thursday, July 10th at 1pm ET, and you’re invited!
- AI agents built just for HubSpot partners
- Upsell & cross-sell agents for siloed teams
- Churn reduction, deal intervention, SOW creation
- A new product drop that rewires how AI interacts with HubSpot
…And that’s just the start.
Register for the virtual launch event for exclusive details on how to bridge the gap between your sales and service conversations, your CRM data, and delightful client outcomes.
Not able to make it? Register anyway and AskElephant will send you a recording.
How AskElephant Uses Their Own Product to Create Solutions for HubSpot Partners
The hallmark of a good software solution is when the creators use it themselves in their own day-to-day operations. AskElephant eats their own dog—or more aptly, Elephant—food.
To understand the deepest pain points of their target market—HubSpot partners—they didn't run expensive surveys or time-consuming focus groups. They simply ran a search on their own platform, querying the conversations they were already having with partners.
It was insights like these that informed the creation of their HubSpot Agent. You could say, they are their own best case study.
Here’s a table of some of the results they found when running that query:
This newsletter was sponsored by AskElephant. Interested in sponsoring Hubsessed? Send an email to [email protected] to learn how.
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