As HubSpot continues to expand its suite of AI-powered tools, two recent additions — data agent and deal loss agent — stand out for their practical impact on improving CRM data quality, sales intelligence, and decision-making. These tools, announced at HubSpot’s INBOUND conference, are designed to help teams uncover insights hidden in their CRM, streamline prospecting, and turn lost opportunities into valuable learning moments.
In our latest video, Jill and Charlie discuss what makes them so useful for marketing and sales teams alike and give a demo of how they work.
Watch the Discussion
Transcript
Hey everyone — Jill and Charlie from Simple Machines are back with another AI-focused segment.
Now that the AI gold rush dust has settled from all the announcements at HubSpot’s INBOUND conference last month, we’ve been taking a closer look at the new AI features and agents. We wanted to highlight a couple that jumped out to us as especially useful — based on the common challenges we hear from our prospects and customers.
There’s a lot of AI out there that can do neat stuff, but we focused on the tools that really align with the issues our clients are trying to solve. Two in particular stood out — and those are what we’re talking about today.
Data Agent: Smarter Data Enrichment and Insights
First things first — data integrity and hygiene are always key. Assuming your database is in good shape — meaning you’ve got clean, useful data — the next question is usually, “What’s missing?” What gaps can we fill?
Putting aside cleanup for now (we’ll do another video on Data Hub soon), the tool that’s been providing the most value lately is Data Agent, specifically for creating smart properties.
Think of it like this: you already have all your properties in HubSpot. With Data Agent, you can create new properties using natural language prompts. These can pull from unstructured data — like notes, call transcripts, tasks, meeting notes — or even third-party enrichment data.
For example, since we use HubSpot as our CRM of choice, one thing we often want to know is: who’s already using HubSpot? It’s not always obvious when companies come in. So, in Data Agent, I created a prompt to do web research and identify whether a company is currently using HubSpot.
It only took a minute to set up. Once created, the tool adds a new property and enriches your company records.
You can imagine the use cases — from prospecting and segmentation to reporting and database quality checks.
Or even things like identifying mentions of budget within conversations, or adding other stakeholders who are part of the decision-making process.
Exactly. And for consultants, it could be things like knowing who’s investing in leadership development, or which companies have a board of directors. All of this “hidden” intel becomes visible when you can extract it intelligently.
The Secrets Hiding in Your CRM
I was actually on a webinar last week, and one of the icebreaker questions was, “What’s the biggest secret hiding in your CRM right now?”
There were tons of interesting answers — things like buying committees, churn risk, old prospects worth revisiting, or customers who never responded but might still be a good fit. Essentially: Where can we find new opportunities within the data we already have?
Deal Loss Agent: Turning Lost Deals into Insights
That brings us to the other AI agent we’ve been exploring — Deal Loss Agent.
Right. This one’s incredibly useful. Every company has lost deals — some that are gone for good, and others that could be revisited later. The question is: how do you know which ones are worth coming back to?
Deal Loss Agent helps analyze your lost deals to uncover patterns and insights.
We’ve been running it on our own pipeline, using real data. For example, we asked, “Over the past 60 days, what are the key drivers causing us to lose deals?”
We already track this closely, but seeing it presented in such an organized, data-backed format really validated what we’d been sensing — things like funding delays and budget limitations.
It’s one thing to have a gut feeling; it’s another to see it clearly confirmed by your CRM data.
The agent breaks everything down — segments, reasons, even direct quotes — so the insights are highly contextual. Of course, this depends on having complete data. Logging meetings, embedding transcripts, and capturing rich notes all make the analysis stronger.
Those client quotes and patterns are gold — not just for rep training, but for leadership visibility. You can spot recurring objections or confusion and decide what to address sooner.
Exactly. Going from “I think this is the problem” to “Here’s the data showing the trend” makes it so much easier to take action.
Wrapping Up
Thanks, Charlie, for walking us through Data Agent and Deal Loss Agent. We thought these two stood out the most — especially because they have such immediate, real-world value for our clients.
We’re looking forward to diving into what’s next, including Data Hub and some of the new features we’re testing out.
Lots more to come. Thanks!
