INBOUND 2024: HubSpot's AI (r)evolution

• 24.09.2024.
• News, Management, User experience

In her latest article on čarter.hr, Andreja Fazlić reveals the new HubSpot AI tool Breeze, presented at the INBOUND 2024 conference. This innovative system promises to dramatically increase the efficiency of marketing, sales, and support teams. Still, it comes with important privacy and regulatory compliance considerations. Discover how Breeze can transform your business and what steps to take before implementing it.

INBOUND 2024, HubSpot's annual conference, was recently held, focusing on innovations that help companies grow their business and improve customer experience.  
 
This year's conference star was Breeze, an AI tool designed to simplify everyday, repetitive tasks. Its purpose is clear as day - to simplify daily tasks and perform them smarter.  
If you use HubSpot in your business, or even if you're considering it and wonder how Breeze could help your marketing, sales, and/or customer support team, keep reading.  

Breeze Copilot  

Breeze Copilot is a tool that helps teams automate daily, repetitive tasks within HubSpot. Here are a few examples of how you can use it:  

• Meeting preparation: Your sales team can save significant preparation time as Breeze automatically generates summaries from CRM data. Let's say you have a meeting with a potential client – Copilot pulls key data from interaction history to the client's latest activities on your website. This approach ensures a better understanding of client needs and optimization of further steps, such as automatically sending personalized follow-up messages after the meeting, increasing the chance of successful sales.  
• Marketing: Breeze automates content creation, whether emails, blogs, or landing pages. For example, a campaign targeting a specific market segment can be created much faster because Copilot generates suggestions that match your brand's tone and optimizes them for the target audience. With this tool, you can test different versions of content and thus optimize target group engagement without manually writing each variant.  
• Customer support: Support teams can significantly speed up the process of resolving customer queries as this tool automatically suggests personalized responses based on previous interactions. For instance, if a user asks a question about a specific product, Breeze will pull relevant information from the knowledge base and suggest a personalized response, reducing problem-solving time and increasing customer satisfaction.

 

  

Breeze Agents  

Breeze Agents automatically perform specific tasks and ensure that your teams work more efficiently:  

• Social Media Agent: This agent facilitates managing social media posts from a single platform. If you're running campaigns across multiple platforms, such as Instagram, Facebook, and LinkedIn, Breeze can create personalized posts for different audience segments and automate posting times for maximum engagement. Centralizing these activities can significantly save time and money and increase campaign effectiveness.  
• Content Agent: If you generate large amounts of content, this agent allows you to quickly create various materials, from blogs to podcasts, even in multiple languages. Let's say you manage content for multiple clients – this tool enables you to generate customized content in line with the brand voice without the need for manual adjustments.  
• Prospecting Agent: Automates potential client research and customizes messages, allowing the sales team to focus on key conversations and strategic approaches to potential buyers.

 

  

Breeze Intelligence  

Breeze Intelligence enables you to work with accurate data, improving sales and marketing activities:     

• CRM Data Enrichment: When new contacts or companies are added to the CRM, Breeze automatically pulls data from a database of over 200 million profiles. Your sales and marketing teams have access to the latest information about potential clients, allowing them to better personalize offers and increase chances for successful sales.  
• Customer Intent Identification: Breeze helps you recognize purchase intent signals, such as visits to specific product pages or interactions with marketing materials. This allows you to focus on clients with the highest purchase potential, rather than those with less interest.  
• Reducing Form Fields: Breeze automatically recognizes information it already has about your contacts and removes unnecessary fields from forms, thereby increasing conversion rates. For example, when users fill out a registration form, Breeze pre-fills known data, making the process easier for them and increasing the likelihood of action completion.

 

  

Marketing Hub and Content Hub updates  

New functionalities in Marketing and Content Hub make it easier for you to create and optimize content:  

• Video Content Remix: Using AI technology, you can transform one video into multiple different formats. For example, if you create a promotional video for a new product, Breeze allows you to convert it into short video clips for social media, audio recordings for podcasts, or written content for blogs. This way, you can maximize one piece of content and cover all relevant channels.  
• Marketing Analytics Suite: This tool allows you to track campaign results in real-time while also offering insights into optimization opportunities. If a campaign isn't delivering desired results, you can quickly react and adjust your strategy based on the data provided by the Analytics Suite, thereby optimizing campaign effectiveness and avoiding resource losses.  

With these tools, your teams can automate routine tasks and focus on strategic activities that bring the most value to your business, increasing efficiency and growth potential.  
 

Don't forget about terms of use and GDPR  

As Fredrik Landström points out in his LinkedIn post, "You don't want to pay huge fines or have legal problems," and this especially applies to using tools like Breeze.  
 
Although it's tempting to start using these innovative features immediately, it's important to be aware that by doing so, you automatically accept the terms of use, which can bring challenges if they're not in line with your business regulations.  
 
It's crucial that your legal team thoroughly examines these terms to avoid potential problems, especially concerning GDPR.  
 
HubSpot offers excellent IT and legal documentation, but the responsibility for compliance lies with you. AI tools like Breeze bring numerous benefits, but I recommend consulting with your legal team to ensure everything is in accordance with relevant laws and regulations, ensuring long-term security and success for your business.  
 

What's next?  

AI tools like Breeze can bring great value to your business, but your legal team must go through all the details first. 
 
Operating in compliance with regulations not only protects you from potential fines but ensures long-term and safe use of these advanced technologies.  
 
With or without AI, HubSpot remains the ultimate tool; if you need help using it, you can always contact me!  

   
Sources:   
https://blog.simplestrat.com/the-10-biggest-hubspot-updates-from-inbound-2024     
https://ir.hubspot.com/news-releases/news-release-details/hubspot-launches-new-ai-breeze-plus-hundreds-product-updates     
https://siliconangle.com/2024/09/18/hubspot-introduces-breeze-ai-powered-tool-copilot-agents-customer-intelligence/      
https://www.linkedin.com/feed/update/urn:li:activity:7243921369543954433/ 

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