HubSpot acquires AI player Kemvi to sharpen salespeople’s game

25 Jul 2017

HubSpot CEO Brian Halligan. Image: HubSpot

HubSpot will use Kemvi’s AI technology to help salespeople to sell more effectively.

HubSpot has acquired Kemvi, an artificial intelligence (AI) and machine learning start-up.

Kemvi’s technology helps sales reps to deepen their relationships with prospective buyers.

‘The modern salesperson needs to spend valuable time conducting research and tailoring each interaction with that buyer. AI optimises that process’

Future Human

Its proprietary algorithm, DeepGraph, sifts through millions of pieces of content each day to learn what’s happening with buyers, and delivers that information to sales reps.

HubSpot is a global inbound marketing and sales platform that is used by more than 18,000 businesses in 90 countries.

Last year, HubSpot announced plans to create 320 new jobs at its European headquarters at 1 Dockland Central, bringing total employment at the company in Dublin to more than 600 people.

Always be closing

The technology will be incorporated into HubSpot CRM, giving salespeople more tools to carry out more contextual, empathetic outreach to their contacts.

“Today’s consumers expect a personalised experience throughout the buying process, meaning that the modern salesperson needs to spend valuable time conducting research and tailoring each interaction with that buyer,” said Brian Halligan, co-founder and CEO of HubSpot.

“AI optimises that process, saving time for the salesperson and delivering a world-class experience for the consumer.

“Kemvi’s DeepGraph technology gives salespeople that added boost to better connect with their prospects and close the deal without getting bogged down in time-consuming tasks. We’re excited to bring this technology into the HubSpot ecosystem, and look forward to working with the Kemvi team to build even more tools to empower the modern salesperson.”

The DeepGraph machine learning system identifies new prospects, provides suggestions for creating personalised emails and identifies new market segments, freeing up time that can be spent on more valuable sales tasks.

Gartner predicts that by the year 2020, 30pc of companies will employ AI to augment at least one of their primary sales processes.

Vedant Misra, founder and CEO of Kemvi, said: “The B2B transaction ecosystem is on the cusp of a complete transformation, and we believe that HubSpot has the right vision and positioning to lead that change.”

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years