New mobile apps to keep an eye on
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What new social media mobile apps are available in 2023?
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Use new social media apps as marketing funnels
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Try out Twitter Spaces or Clubhouse on iPhone
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What app are you currently experimenting on?
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Adding a predictive score to your GTM stack is easy.‍
Getting your teams to use it? That’s the hard part.
RevOps leaders know this pain all too well. You finally get a churn model working, or a PQL scoring system deployed… and then what? Scores sit in a dashboard. Marketing ignores them. CS doesn’t trust them. And Sales keeps working off spreadsheets and intuition.
That’s why “operationalizing” predictive intelligence — embedding it where your teams already live — matters more than model accuracy alone.
If your teams use HubSpot, here’s how to make predictive scores not just visible, but useful, adopted, and acted on.‍
Why Predictive Scores Often Go Unused‍
It’s rarely because they’re wrong. It’s because they’re invisible, inconvenient, or untrusted.
Here’s what usually happens:
- Scores live in a separate BI tool or a report no one checks.
- They update slowly or require manual syncing.
- Reps don’t know what the number means, so they don’t act on it.
- And so the models gather dust. Not because the AI failed — but because the handoff did.‍
‍Predictive, Embedded: Where HubSpot Shines‍
HubSpot is already the source of truth for many GTM motions: lead capture, scoring, routing, email engagement, lifecycle stages.
When predictive scores are embedded directly inside HubSpot:
- Marketing can prioritize outreach and email nurtures based on engagement risk or PQL scores.
- Sales can instantly sort and filter accounts by conversion likelihood — without leaving their view.
- CS can trigger alerts or tasks when churn risk spikes on a specific account or segment.
No switching tabs. No need to “check the model.”
Just smarter decisions, embedded.‍
What Operationalized Looks Like in Practice‍
Here’s what a well-integrated predictive score in HubSpot looks like:
The best part? You don’t need to rebuild workflows. You just enhance them with better signals.‍
A Real Example: Making Predictive Actionable‍
A B2B SaaS company used Forwrd to push predictive scores — for lead conversion and churn risk — directly into HubSpot.
Here’s what changed:
- SDRs stopped chasing dead-end leads and started focusing on top-score accounts
- CS created an “At Risk” smart list to prioritize outreach
- Marketing built a nurture flow targeting high-score leads who hadn’t yet converted
The result? Higher conversion rates, faster follow-up, and a churn reduction in key segments — without adding a single new tool.
Final Thought: Prediction Isn’t the Goal. Action Is.‍
A score is only valuable if it changes someone’s behavior.
And the fastest way to make that happen is to put the score where people already work — and make it clear why it matters.
With HubSpot, that’s entirely possible. Predictive AI doesn’t need to live in a report. It can live in your GTM rhythm — starting today.
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