AI just got way easier - new AI tools for performance & productivity

This week marks the beginning of the 3-day in-person HubSpot event -Inbound 24 in Boston. Every year HubSpot's valued customers receive exciting updates on the company direction and strategy but also a ton of product announcements. This year is no different.

This article gives you the opportunity to checkout the latest innovations and key insights unveiled at the HubSpot Inbound 24 Conference that are completely focussed on helping boost productivity and performance for sales and marketing teams and all the CS Champions out there. Let's get right to it!

The Product Updates You Need to Know About

1. HubSpot Rebrands their AI tools as "Breeze"

A big focus on AI, HubSpot has unveiled Breeze, a set of AI solutions embedded across its entire customer platform. No matter the HubSpot CRM, Breeze Copilot aims to help users do their work better.

Meanwhile, Breeze Agents strive to do more of the user’s work autonomously.

Finally, Breeze Intelligence aspires to give users actionable customer insights.

Through each solution, HubSpot claims it will “make AI easy” by removing the reliance on customers to utilise disconnected AI tools that are difficult to adopt and use.

Instead, HubSpot promises no steep learning curves or question marks, just “a breath of fresh air” in the often intimidating world of AI.

Andy Pitre, EVP of Product at HubSpot, makes all these promises and stated:  “Until now, we haven’t seen a complete AI solution for businesses.

“There are consumer AI solutions that are super accessible and give results in seconds, but they aren’t connected to your business or your data.

“On the other hand, enterprise AI solutions claim to be powered by unified data, but they’re hard to implement, have steep learning curves and are slow to deliver results.

With Breeze, businesses finally get it all. AI that’s agile, intuitive, and embedded, not just with popular LLMs, but your customer data.

Breeze Copilot, Agents and features 

• Breeze Copilot is a virtual assistant that supports users – across any HubSpot CRM – to get more done, faster. As you AI companion it has several templated use cases optimised for each CRM. These will help with various tasks such as generating texts, researching external companies, and summarising tickets, data and records. What even more exciting is the 4 new Breeze Agents!

• Breeze Social Agent - focused on assessing a brand’s social presence to generate recommended posts based on company information, industry, audience and marketing best practices.
• Breeze Content Agent enables content makers to streamline process.  Helping creators achieve consistency with the new AI assistant. It helps marketers quickly produce different types of content that attract visitors and generate leads, including high-quality landing pages, podcasts, case studies and blogs.
• Breeze Prospecting Agent sends personalised outreach to prospects within Smart CRM, using “intent signals” to determine the optimal message and timing.

•  Breeze Customer Agent helps Customer Service teams automate more tasks with AI. If your CS team has to deal with a high volume of tickers, the agent can interact with customers on your website to deliver an immediate response.

Breeze Intelligence 

Late last year, HubSpot acquired Clearbit, a customer intelligence platform known for its data enrichment and intent data tools and services tailored for sales and marketing teams.

Clearbit utilised artificial intelligence and machine learning to deliver comprehensive information on companies and their customers, including contact details, demographics, and online behaviour.

Now, Clearbit has been seamlessly integrated into the HubSpot platform (in keeping with HubSpot's crafted not cobbled philosophy). The timing is perfect.  Many B2B businesses struggle to deliver personalised outreach because they lack clear insights into their target accounts. Not any more.

With Breeze Intelligence, businesses can streamline their demand generation and boost conversions throughout the funnel, all from a single, integrated platform.

This eliminates the guesswork, allowing teams to focus on engaging the right prospects at the right time.

Breeze Intelligence provides access to data enrichment, Buyer Intent Data, and form shortening.

Lets take a closer look at the one big thing everyone has been waiting for...

Buyer Intent Data

Most prospects stay anonymous until they’re ready to buy, filling out forms only at the final decision stages. Traditional lead capture is less effective, so businesses need new ways to identify potential buyers early.

By analysing intent signals, salespeople can prioritise leads, targeting the right prospects at the right time, even before they show explicit interest.

Breeze Intelligence identifies high-intent customers based on target market and website activity. Set target markets using attributes like location, employee count, and revenue. Define intent criteria by selecting key pages and visit frequency.

Easily access an interactive list of high-fit companies showing intent, filtered by target market and CRM status. A tracking code is required to capture first-party data, standard for HubSpot users.

The feature provides insights on the top 100 visitors and is available in multiple languages, ensuring broad accessibility.

And a quick look at what's coming....

2. Forms reinvented

HubSpot’s revamped Forms experience is here to help marketers create forms that not only convert better but also match their brand identity, all while making things smoother for visitors and boosting lead generation.

You’ll find cool features like multi-step forms, advanced styling options, conditional logic, redirects, CRM validation, spam protection, and form shortening – all designed to make the user experience more intuitive and personalised.

Advanced styling and layout customisation let marketers design forms that perfectly match their brand’s look and feel, ensuring a visually appealing and engaging experience for users.

Form shortening helps simplify the process even further, creating a smoother experience for the user while still collecting essential information through complementary tools like CRM validation and data enrichment.

For businesses, these updates represent a smarter, more efficient approach to lead generation that can make a real impact on engagement and growth.

3. More customisation in Workflows 

HubSpot workflows offer a fantastic range of automation capabilities, from simple task creation and email management to more complex data transformations and third-party system integrations.

With recent advancements, these capabilities have only gotten better, helping users organise data more efficiently, gain valuable insights, and perform sophisticated data transformations with ease.

The latest improvements in workflow actions now even support bi-directional syncing with external systems, making automation across various business processes super easy!

4. Secure Highly Sensitive Data

With the ongoing evolution of data protection laws like GDPR and HIPAA, businesses need to guarantee they have secure and compliant solutions for handling such sensitive information.

Earlier this year, HubSpot achieved HIPAA compliance, enabling Healthcare Providers, Insurance companies and other entities managing sensitive patient data to utilise HubSpot's comprehensive CRM without the risk of non-compliance.

This latest update further broadens the scope of data that can be securely stored within HubSpot. Enterprise customers can now securely store highly sensitive data, such as PHI and social security numbers, in HubSpot ensuring compliance.

Summary

HubSpot spills the beans on Breeze, the AI sidekick with shiny new "Copilot" and "Agents."

At the same time introduce the awesome Breeze Intelligence, your data's new best friend.

They give us more and more with Marketing Hub and Content Hub updates  - making marketers feel like they've discovered fire! Service Hub and Sales Hub don't get left out either... plenty of new features there too - the top spot going to the new Sales Desk - set to rival the Service Hub Helpdesk for sure!

Wow! and if that's not enough, HubSpot announced a further 200 updates coming our way. - check out this link for more information on the Product Roadmaps and HubSpot updates

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