Scout.

90 Seconds sells video creation to enterprise marketing leaders. The buying journey is long. Prospects often visit the site weeks before they are ready to talk to sales. A generic chat widget would either say too little to be useful or too much and get the brand wrong.

HubSpot released their Customer Agent feature. We had the tool. What we needed was a brain behind it. One that sounded like us, knew its limits, and handed off cleanly when the conversation outgrew it.

I designed and wrote the Scout configuration from scratch. Every section was intentional.

• Tone and response style. Warm, direct, unhurried. Matches the voice we use across the rest of the site. No corporate hedging, no hollow enthusiasm.
• Scripted responses. Covering the five moments that matter most: greeting, portfolio questions, pricing questions, apologies when Scout cannot help, and handoff to the team.
• Guardrails. No fabricated prices, stats or delivery dates. No legal promises. No sensitive data collection. Locked terminology: "video creation", not "video production". Every guardrail documented with the reason behind it.
• Custom instructions. Top-of-funnel framing, shorthand understanding (so "TVC" and "social cutdown" land correctly), define-on-first-use for industry terms, and a clear rule: guide enquiries, never close them.

I grounded the config in the 90 Seconds voice and tone guide and the brand glossary. Ran a HubSpot pre-flight to confirm what the platform could and could not do. Documented the known platform limitations so the team had a reference for what to expect.

The full config lives in the GTM OS repo, version-controlled, so every change to Scout is tracked and reversible. HubSpot stays the live source; the repo is the record.

Scout launched site-wide on 90seconds.com in June 2026. It handles incoming customer queries in brand voice without a human in the loop It hands off clearly when the conversation needs one.

The guardrail design means it cannot overpromise on pricing or delivery, which is the most common failure mode for B2B chat agents in our category. The version-controlled config means any update goes through a proper review, not a quiet settings change.