How can an AI marketing agent use Fathom for marketing?
An AI marketing agent can use Fathom to hear what your customers actually say and put it to work in your marketing. Fathom is an AI notetaker. It records your Zoom, Google Meet, and Microsoft Teams calls, then keeps a transcript, a summary, and a list of action items for each one. For most teams, those transcripts are the best record they have of how buyers describe their problem, what makes them hesitate, and why they bought.
Kite is one example of an agent that does this work. It reads your Fathom calls, picks out the phrases, questions, and stories worth using, and turns them into copy, pages, case studies, and follow-ups.
Marketing jobs Kite can do with Fathom
Kite treats Fathom as the place your customers speak for themselves. The jobs below run from the words customers use, to the questions that slow deals down, to the work that follows a single call.
Write your messaging in the words customers use
Kite reads your call transcripts to find how customers describe the problem you solve, and it uses that language in your marketing. Your homepage might say "unified revenue visibility." But if eight prospects in a month say some version of "I just want to stop rebuilding the same spreadsheet every Monday," that's the line that will land.
Each transcript in Fathom is broken into lines with the speaker's name and a timestamp, so Kite can tell what the customer said apart from what your rep said. It looks across many calls for phrases that keep coming back, then saves the strongest ones to your team's knowledge base with the call each one came from. From there, Kite proposes where to use them, such as a new homepage headline, a rewritten pricing page section, or the opening line of an outbound email. On a site Kite hosts, it can test the new headline against the old one and keep whichever converts better.
Answer the objections buyers raise on calls
Kite finds the questions and objections that come up again and again on sales calls, then answers them on your website before the next buyer has to ask. Fathom's summaries and transcripts show the moments a prospect pushed back, such as "How is this different from what HubSpot already does?" or "Do we need an engineer to set this up?"
When the same objection shows up across a dozen calls, Kite treats it as a gap in your website. It might write an FAQ answer, add a section to your pricing page, or build a comparison page against the competitor buyers keep naming. Because answer engines like ChatGPT and Perplexity look for pages that answer the question a buyer actually asked, a page built from your buyers' own questions also gives you a better chance of being cited in AI answers.
Find customers worth turning into case studies
Kite reads your customer calls for the moments a customer describes a real result, and it flags those customers as case study and testimonial candidates. A customer who says on a renewal call, "We cut our reporting time from two days to an afternoon," has handed you the core of a case study.
Kite brings that moment to Slack with the quote, the customer, and the call it came from. It then drafts a testimonial request or a case study outline for your approval, built around the result the customer already described in their own words.
Follow up after a sales call
Kite uses the summary and action items from a sales call to write the follow-up while the conversation is still fresh. Fathom records each action item with who it's assigned to and the point in the call where it came up, so Kite knows that you promised a pricing breakdown and the prospect promised to loop in their head of finance.
Kite drafts a follow-up email that recaps what was agreed and includes what you promised to send. Fathom also matches each call to the contacts, companies, and deals in your connected HubSpot or Salesforce, so Kite knows which record the call belongs to. With your CRM connected to Kite as well, it can add its notes and next steps to that record. You approve the email in the Slack thread, and Kite sends it from your team's Kite address or a connected email account.
Start work as soon as a call ends
Kite can act on each new call without waiting for someone to ask. It sets up a Fathom webhook, which is simply a message Fathom sends to another system whenever something happens. Here, that message tells Kite a new recording is ready, and it starts a Kite workflow that reads the call.
What Kite does next depends on the call. After a first sales call, it drafts the follow-up. After a customer call, it checks for quotable results and new feedback worth saving. You can point the webhook at only your own recordings, at calls shared with your team, or at recordings other people have shared with you.
What Kite reads and changes in Fathom
Kite reads nearly everything Fathom keeps about a call. Its only change in Fathom is setting up the webhooks that tell it when new calls are ready.
Information Kite can read
- MeetingsEach recorded call's title, scheduled time, recording start and end time, who recorded it, and a link to the recording. Kite can filter meetings by date, by who recorded them, by team, and by the email domains of the people invited.
- Calendar inviteesThe name and email of each person invited to a call, and whether they're inside or outside your company. That's how Kite separates customer calls from internal ones.
- TranscriptsThe full text of each call, line by line, with the speaker and timestamp. Kite uses these for customer language, objections, and quotes.
- SummariesFathom's written summary of each call, which Kite uses to scan many calls quickly before reading the full transcript of the ones that matter.
- Action itemsEach follow-up task from a call, who it's assigned to, whether it's done, and when in the call it came up.
- CRM matchesThe HubSpot or Salesforce contacts, companies, and deals Fathom has linked to a call, so Kite knows which customer or deal a conversation belongs to.
- Teams and membersThe teams in your Fathom account and who belongs to each, so Kite can focus on the calls your sales or customer success team records.
Information Kite can create or change
- WebhooksNew webhooks that tell a Kite workflow when a call is ready, and removal of webhooks you no longer need.
How Kite connects to Fathom
Connect your own Fathom account through OAuth. When a task needs Fathom, Kite sends a connection link in Slack, and you sign in to Fathom to approve access. Kite then works with the calls that account can see: the ones you recorded and the ones teammates have shared with you or your team. Fathom isn't one of Kite's built-in tools, so you need a Fathom account for this work.
If you want Kite to learn from your whole sales team's calls, connect the account of someone who can see them, such as a sales leader whose team shares recordings. You don't need to pick calls for Kite to read. A request like "What are prospects asking about on our demo calls this month?" is enough. Kite finds the external calls from that period, reads them, and comes back with the patterns it found and what it would change first.
Where Fathom fits in Kite's marketing work
Fathom supplies the raw conversations for voice-of-customer research. Kite reads what customers say on sales and success calls, sorts it into the problems they describe, the words they use, and the reasons they buy or hesitate, and records it in your knowledge base. That research then shapes your positioning, your website copy, and the campaigns Kite builds next.
Fathom is where customers first describe the results they've had, often well before anyone thinks to ask for a case study. Kite finds those moments on recorded calls, and it uses the customer's own description of the result as the starting point for the testimonial request and the case study draft.
Limits and product-specific details
- This page covers the Fathom notetaker. It's the product that records and summarizes video calls, at fathom.ai. Fathom Analytics, a separate website analytics product, isn't covered here.
- Kite sees the calls your connected account can see. Calls a teammate recorded but didn't share stay out of reach until they're shared with that account or its team.
- Meeting notes stay as Fathom wrote them. Kite reads transcripts, summaries, and action items. It doesn't edit or delete recordings or notes in Fathom.
Common questions
Does Kite join or record my calls?
No. Fathom joins and records the call as it normally does. Kite reads the transcript, summary, and action items once Fathom has finished processing the recording.
Can Kite use a customer's words from a call on our website?
Yes, with the customer's go-ahead. When Kite finds a quote worth publishing, it drafts a request asking the customer to approve the exact wording. Once they agree, Kite can add the quote to your website or case study, and it asks you to approve the page before it publishes.