She said roles exist because humans have limits on time, capacity and recall, but the buyer does not change roles. HubSpot began its superhuman in qualification and closing for SMB, then found customers needed support answers, and it kept the same superhuman rather than switching. She said the superhuman picks up where earlier conversations left off, so customers don't start over.

“But our superhumans supersede across all of the roles because your buyer is the same buyer across that whole journey.”

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