What Independent Agency Leaders Can Learn from HubSpot’s INBOUND Conference
Written By Julie Furst
Running an agency today means juggling growth, technology, and people. At HubSpot’s INBOUND conference (my favorite marketing conference), I heard ideas that apply directly to independent insurance agencies. Below are a few of the big takeaways, explained in plain language, with concrete next steps you can try right away.
Beacuse I can’t shout this from the rooftop enough, I want to start with – NEVER put personally identifiable info into AI. Yours or your customers. Don’t let this keep you from using the great tools though.
1). Trust is the new tech stack
Translation: Your technology matters, AND people buy from those they trust.
- Inside your agency, culture (how your team treats each other) is your “second product.”
- Outside, clients want to know: Can I trust you with my data? My money? My future?
Next steps for agency leaders:
- Simple: Add a “How We Protect Your Data” statement to your website and proposals.
- Advanced: Publish a quarterly trust update (security, customer service stats, client satisfaction) and share it with clients.
2). AI is moving from “assistant” to “co-worker”
Definition: AI (Artificial Intelligence) is software that can learn from data and perform tasks (writing, summarizing, predicting).
New twist: AI Agents are mini AIs programmed to do specific tasks repeatedly (like summarizing meeting notes or sending follow-ups) without you having to write a prompt each time.
Why this matters for agencies:
- Imagine walking into a renewal meeting where AI has already pulled the account’s recent claims, loss history, and three suggested talking points. This may be built into your AMS already.
- That’s AI as a co-worker, not just a “chatbot”.
Next steps
- Simple: Use AI to draft meeting prep sheets: company snapshot, 3 risks to explore, and 3 questions to ask. First, ask your AMS provider, or Catalyit, what is built into your current tool.
- Advanced: Build small AI agents to automate admin work (e.g., creating renewal reminder emails) or use an AI prospecting tool to get a better understanding of what may motivate a person you may be pitching. This site has a ton of great AI agents.
3). Safety first: Beware of “prompt injection”
Definition: Prompt injection is when bad actors sneak instructions into text (like an email, PDF, or website) that trick AI into leaking sensitive info.
Why this matters for agencies
- If your team copies client info into the wrong AI tool, that data could leak—creating cyber and E&O risk.
Next steps
- Simple: Tell your team: Don’t paste client data into public AI tools like ChatGPT.
- Advanced: Write an AI Acceptable Use Policy for staff and stick to safe, approved tools. We have a template!
4). Compete with story, not just price
The most successful companies lead with a clear narrative—a story that explains why they exist and how they’re different.
Why this matters for agencies
- Competing on price makes you a “price taker”. Telling a strong story makes you a price setter.
- Example: Instead of “we sell insurance,” say: “We protect small business owners so they can sleep at night without worrying about risk.”
Next steps
- Simple: Write a one-sentence positioning statement: We help [ideal client] reduce [risk] by [unique approach].
- Advanced: Track competitor updates (new hires, product launches) using tools like Feedly (news alerts) or VisualPing (website change alerts). These tools are so cool.
5). Rethink onboarding: switch to “everboarding”
Definition: Everboarding means continuing to educate and support clients long after the first 90 days.
Why this matters for agencies
- Clients forget half of what you tell them in a kickoff call. Education needs to be ongoing.
- Even a short embedded video (explaining how to file a claim, for example) boosts retention and satisfaction.
Next steps
- Simple: Record three 60-second videos:
- How to request a certificate of insurance.
- What to do in the first 48 hours of a claim.
- Cyber hygiene basics for employees.
- Advanced: Create a learning pathway for clients (e.g., renewal reminders, compliance tips, safety training videos) delivered throughout the year.
6). Perception matters more than reality
Key point from INBOUND: You can’t argue someone out of their perception. Instead, ask questions to understand how they see it.
Next steps
- Simple: In every client meeting, ask: “What makes this issue important to you right now?”
- Advanced: Train your staff in curiosity-based conversations—focusing on learning, not winning arguments.
30-Day Quick Start for Agencies
Here’s how an agency can apply these lessons in the next month:
Week 1: Publish a Data & AI Safety Policy (internal + client-facing).
Week 2: Pilot an AI Meeting Prep Sheet for renewal calls.
Week 3: Record and send out three micro-videos (claims, COI, cyber tips).
Week 4: Write a one-sentence positioning statement and add it to your website & proposals.
The Bottom Line
AI isn’t here to replace producers or CSRs – it’s here to fill potholes (summaries, reminders, prep work) so your people can spend more time building trust and telling your story. Start small, stay safe, and focus on tools that make your team more effective every day.
Thoughts? jfurst@biginy.org
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