Hubsessed Office Hours: Loop Marketing and AEO

Rename objects in the words your team uses

Chris Carolan · Tuesday, October 6, 2026

Do the words on the screen match the way your team thinks and talks about the object? That's where you get adoption faster. This can get out of control. Schools rename contacts to students, then realize they also need parents and teachers, and they've put themselves in a hole. Be careful renaming in the wrong direction. My first change from contacts was to humans, the way it looks in George's portal. Mind you, when you're working with AI, it still sees contacts inside of HubSpot, so this is not without effort. Then, because I have a lot of agents and I wanted those records without creating a new object, humans stopped making sense for what I was storing. Contacts didn't either. So I went with friends. That confuses AI all the time, but we're making progress. It becomes: what words does the team need to see on the screen so we don't have to explain what this object's purpose is every time it comes up. What would your team call that object if nobody said HubSpot first? Replay clip from Hubsessed Office Hours: Loop Marketing and AEO. Casey Hawkins and I hosted as equals. Clip page: https://www.hubsessed.io/clips/lma-2026-10-06-contacts-became-humans-then-friends