The Next Phase of Marketing Automation: Why HubSpot is Acquiring Motion AI

At HubSpot, we study human behavior and then build products to match the way modern buyers shop, learn, and communicate. Observing how people discovered content via search in Google was our first big insight and it formed the foundation what we'd eventually call "inbound marketing". Later, having observed how people consumed content they'd subscribed to, we moved aggressively into marketing automation. In the last few years we've observed a new behavior: The rise of messaging and chat. We've all experienced chat replacing the phone call as the core means of getting support.