Discover how HubSpot's latest AI-powered updates can transform your marketing and sales strategies, helping you to thrive in a challenging market landscape.
What to look forward to in this Fall Spotlight 2024
The INBOUND ‘24 Fall Spotlight conference in Boston, held from 16-19 September 2024, showcased HubSpot's latest innovations designed to help businesses navigate current market challenges. With data becoming increasingly crucial, HubSpot's updates focus on leveraging AI to enhance the efficiency of front office teams.
HubSpot understands that AI is revolutionizing how we work, market, and sell. Integrating AI into the CRM makes it more user-friendly, rapidly adoptable, and seamlessly unified with customer platforms and data. This empowers marketing and sales teams to effectively reach their target audiences and drive growth, even in a disrupted market.
Let's dive into the key themes of these exciting updates.
Introducing Breeze Intelligence: The AI-Driven Data Enrichment Solution
Breeze is the name given to the integrated batch of AI tools across the HubSpot CRM. Breeze Intelligence is a cutting-edge AI toolset within HubSpot's CRM that utilises large language models (LLMs) and artificial intelligence to unify data from public sources, trusted third-party vendors, and across the internet. This provides users with the latest context on their contacts and companies, right at their fingertips.
This means you can identify your target market, gauge website visitor intent, and easily enrich contact and company data within HubSpot. With Breeze Intelligence, you get the confidence that the entire customer platform is running on one of the most unified and powerful commercial datasets in the market. The result is a more effective and efficient product that keeps your business growing.
The primary objective of Breeze Intelligence is data enrichment, ensuring that CRM data remains up-to-date and relevant. It addresses the issue of siloed and incomplete CRM data by providing comprehensive buyer and company profiles, as well as bulk enrichments.
How does it do this?
- Sets your target markets using key company attributes such as location, employee count and revenue
- Sets intent criteria by selecting which website pages are most important for signalling intent and specifying criteria around it
- Displays an interactive list of high fit companies showing intent, allowing you to take immediate action, whether the contact is in your Hubspot CRM or not
- Limits how much repeat information known contacts have to fill in in forms by reducing the number of fields and collecting high quality data by checking the HubSpot data enrichment dataset
This results in a more effective and efficient go-to-market strategy, fostering continuous business growth.
Maximising Customer Engagement with AI-Powered Breeze Agents
As you can see, Breeze offers a complete solution that is easy to use, fast, and unified. Breeze features will be embedded across the Smart CRM and Hubs. These include Breeze Copilot, which will be on hand to assist with tasks and - excitingly - Breeze Agents to automate work. Here’s a bit more about Breeze agents:
Breeze Agents are designed to automate manual tasks, allowing teams to focus on strategic work. There are four agents available, each tailored to a specific aspect of customer engagement.
- Social media agent: Scale your social strategy, generate better posts, and drive consistent engagement. Leverage data-driven insights from your past performance and industry best practice
- Content agent: Amplify content creation by generating and diversifying high-quality content like landing pages, podcasts, case studies, and SEO-optimized blog posts.
- Prospecting agent: Supports you to amplify prospecting efforts by finding and assigning ideal prospects already in your CRM, developing personalized outreach strategies for your target companies, and automating outreach based on activity, then personalising content and reaching out at the right time.
- Customer agent: The AI-powered customer service tool can be quickly set up using your existing website and content. It provides a natural, brand-consistent experience, handles routine inquiries automatically, and directs complex issues to your team. Additionally, it tracks performance metrics like resolution rates, human handoffs, and customer sentiment.
Marketing and Content Hub Updates
HubSpot's Marketing Hub and Content Hub have received substantial updates, now offering a complete AI-powered solution to create and manage content, generate leads, and automate marketing efforts. These updates are designed to help businesses attract customers more quickly and easily.
- Content Remix: Reduce content creation time by aligning content across formats - now including videos, case studies and podcasts.
- Case Studies: Writing case studies is time consuming and resource intensive involving data analysis and numerous stakeholders. With this update, content creation is streamlined by linking case studies with CRM data and automatically published to your website with minimal effort.
- Podcast tool improvements: Researching and creating podcasts takes time and energy. With this update you can repurpose written content into podcasts, autogenerate podcast pages and scripts, and track the impact of your podcasts using podcast analytics
- Brand Voice improvements: Keep a consistent brand tone across channels that feels human using multiple brand voices, new brand rules including phrases and grammar, and multi language support
- Memberships and gated content: Fully customize membership experiences to match business needs using a member management app and control your branding of all membership assets
- Video publishing to new channels: Short form video is the highest converting channel of the last 2 years and Hubspot will now support Youtube and instagram by publishing directly and allowing comment monitoring in one place, as well as tracking video performance.
- Lead scoring: Build customised models and gain transparency in score determination using custom events, time decay functionality, and advanced weighting which will identify leads most likely to purchase based on past activity
- Dynamic Forms: Create higher-converting forms with new features like multi-step forms, advanced layout customization, and conditional logic.
With these enhancements, marketers can streamline their processes, from content creation to lead generation, ensuring a more cohesive and effective marketing strategy that leverages the power of AI.
Sales and Smart CRM Updates
While the focus of the Fall Spotlight was on marketing, the sales and CRM aspects have not been overlooked. HubSpot's Smart CRM updates aim to enhance the sales process by providing deeper insights and more advanced tools for managing customer relationships.
Sales Hub Updates
- Sales workspace: Tailored to sales reps, covering all sales functions.
- Guided actions: AI recommendations to help reps become more effective.
- Predictive deal scores
- Sales process enforcement and customisation
- Dynamic sequences
- And many more!
Smart CRM Updates
- Ability to store very sensitive data.
- Enhanced permissions for notes and meetings.
- AI-assisted reports
- Unified record page editor
- Control for granular feature releases
- ‘New to you’ tab in product updates panel
- AI assistant in lists
- And many more!
These updates ensure that all teams have access to enriched data and intelligent insights, making it easier to identify and prioritise high-intent customers based on target market criteria and website activity. This results in more efficient strategies and better overall performance. If you’d like to speak to us about any of these updates, just get in touch.