HubSpot's Inbound has come and gone for 2024, and there were tonnes of new features released including one everyone is talking about.
The big one: Breeze, the AI embedded everywhere in HubSpot.
The biggest, and I mean BIGGEST, take away from HubSpot is that they're ready to go all in with AI.
Introducing Breeze — HubSpot's new embedded AI.
ChatSpot (if you remember) has been rebranded and now encompasses all the AI advancements HubSpot has been developing for integration into their CRM, making it easily accessible throughout HubSpot.
Say it with me "AI everywhere".
Source: makeameme.org
Breeze serves as the overarching brand for all the AI sub-features, which are divided into 3 main categories — Copilot, AI Agents and Intelligence.
Let's dive in.
Breeze Copilot: Your new best friend
Source: HubSpot.com
Breeze Copilot is like having ChatGPT accessible anywhere in HubSpot, even from any page on the web (using the HubSpot Sales Chrome extension).
I don't know about you, but I'm more likely to use Breeze (and I have been) ever since it's now available e-v-e-r-y-w-h-e-r-e.
What does Breeze Copilot do?
Think of it as a general purpose AI chat assistant you can use anywhere in HubSpot to help you get things done.
With Copilot, you can easily gather insights on prospects, create content for all your marketing channels, get ready for customer meetings, and have a chat with the data in your CRM.
It's like having a smart assistant that knows about everything in your portal and can quickly accomplish basic tasks across HubSpot.
You're probably going to be using it a lot, as I already am.
💡 Knowledge base article: How to use Copilot
Breeze AI Agents: Mission (now) possible
Source: HubSpot.com
Imagine an AI that is able to take actions, make decisions, integrate with systems and retain memory across interactions. Breeze has multiple agents that can do these things and more.
Think of it as a specialised AI that you can send on missions, helping you get more done, whether its creating content or prospecting (more on that below).
According to Dharmesh Shah, we can expect additional AI Agents in the near future.
Social Agent
You can use the Social Agent to generate social posts based on your marketing goals, audience, brand voice, and social media accounts.
Today's social media marketers are expected to create, distribute and manage various channels with less resources. The Breeze Social Agent empowers the marketer to do more by generating consistent, high-quality social content that captivates the audience, saving you time and resources.
Content Agent
Streamline the creation of high-quality content by leveraging your existing content, brand voice, and CRM data with Content Agent guiding you through a structured process.
Content marketing is more crucial than ever.
Yet, half of B2B marketers find it difficult and costly to consistently produce high-quality content. The content agent simplifies this process, saving both time and resources.
With the content agent, you can produce various types of content such as landing pages, podcasts, case studies, and blogs, all while incorporating your brand voice and CRM data.
Prospecting Agent
The Prospecting Agent will make the current lack of time to engage potential prospects, a thing of the past. It takes care of engaging your leads by researching and personalising communications, and automating the outreach process—allowing you to either review and approve before it starts, or let it operate independently.
Sales teams often struggle with the time-consuming nature of prospecting and the tedious task of crafting personalised outreach.
The Prospecting Agent increases your team’s capacity by by researching, personalising communications, and automating the outreach process. The best part — this AI-powered agent is always on, driving pipeline for your team 24/7.
Customer Agent
This is a supercharged chatbot for your website, trained on your HubSpot content and knowledge base to engage customer inquiries with personalised responses on your behalf.
Having a Customer Agent resolve issues quickly go a long way towards increasing customer satisfaction.
Also, you no longer have to manually build chatflows or chatbots (can I hear a yippee?). Train the Customer Agent in minutes using your knowledge base articles, URLs, help sites and blogs so that they will be ready to give an answer in seconds.
Breeze Intelligence: Your data, now enriched
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Source: HubSpot.com
Remember Clearbit? HubSpot has now integrated some of Clearbit's features into their Smart CRM, bringing features like data enrichments, buyer intent data and form shortening to you.
Contact & Company Enrichment
Source: HubSpot.com
A new lead is added to your Smart CRM. But how can you compare it with your other leads when there’s so little information?
Breeze Intelligence data enrichment makes it easy to add more information to your records. You can start by creating a record and then add over 40+ attributes like a company's industry, annual revenue, number of employees, address, social media pages, or a contact's role, employer, social media links, and many more.
No more manually hunting down data — Breeze Intelligence will handle it for you in a snap.
Buyer Intent Data
Every day anonymous visitors are reading your homepage or reviewing your pricing page, but you lack the market intelligence data to identify them.
Anonymous visitors are visitors who have visited a page with your tracking code on it, but haven't converted through a form and aren’t a contact in your CRM yet. That means they don't exist as a contact.
Unless they fill out your form, you have no way of engaging with them.
Buyer intent helps you turn anonymous visitors into customers by telling you what companies in your target markets are ready to buy with reverse-IP and enrichment data. Now, your sales team are able to engage these prospects smartly with intent-based prospecting. 🤯 *mindblown*
There are plenty of tools out there to help with this, but having it right inside HubSpot CRM is definitely a big bonus! This is so underrated — you can now build relationships with anonymous personas and the sales team has a potential pool of untapped prospects to work with.
Form Shortening
Forms are the gateways to your sales team’s leads.
But have you ever met anyone that's said "Oh I love how long these forms are?"
Too many form fields and your website visitors won’t fill them out. Not enough questions, and your sales reps will reject leads because they won’t have enough information.
How do you strike a balance? Turns out you don't have to.
With Breeze Intelligence form shortening, get the best of both worlds by dynamically shortening your forms with Breeze Intelligence’s global enrichment database while still collecting the data you need to understand, score, and route your leads with speed and precision.
Why should I care about Breeze?
If you haven't been completely out of touch, you've likely been using AI.
ChatGpt, Claude, Gemini, and Meta are just a few of the players in this emerging field. Do we really need another?
At Inbound, Andy Pitre (EVP of Product at HubSpot) says that there has been 1 million pieces of content created in the last year in HubSpot. But he says that many people are still struggling to get value in AI.
We struggle to find out how, when and where to use AI.
Do you relate?
An AI's true strength lies beyond doing creative tasks like crafting images or composing blogs; it's true superpower is empowering your productivity, be it in marketing, sales, or customer service.
HubSpot wants to make this all a breeze (geddit?)
Breeze's strength lies in its integration with your company's data within the HubSpot CRM. But beyond that, it truly shines when it breathes life into all your tools within HubSpot; Marketing Hub, Content Hub, or Sales Hub.
AI has finally got real. *excited* 🤩
What's new for Marketers? [Marketing Hub and Content Hub Updates]
While there were hundreds of new features announced, here are our top picks for marketers.
- *New* Marketing Home as your single workspace on desktop and mobile
- *New* Marketing Analytics Suite with out-of-the-box reports for marketers
- *New* Video publishing to new channels including YouTube, LinkedIn and Instagram
- *Updated* Dynamic forms in the new form builder
- *Updated* Content Remix now includes videos, case studies and podcasts
- *Updated* Brand Voice including setting up multiple brand voices, brand rules and language support
- *New* AI assisted Lead Scoring
- *New* AI assisted insights for reporting
What's new for Sales? [Sales Hub Updates]
Salespeople — there are some great updates for you too. Here are our favourites.
- *New* Sales Workspace, and updated and re-launched prospecting workspace
- *New* Leads summary page to identify trends and opportunities
- *New* HubSpot Sales Chrome extension is updated to be accessible from anywhere on the web
- *Updated* Quote setup wizard is redesigned and allows data to be entered first before quote template selection
- *New* Create invoices for any supported currency
- *Updated* Sales Home in the HubSpot mobile app is now revamped
Resources and more
Here are a few more helpful links to see all product updates:
And here's a quick tip, if you click on your Profile > Product Updates, you can view all the latest product features released, including beta features and what's upcoming in the product roadmap.
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With so many new features announced, we'll do a deep dive into some of the latest features in our upcoming blogs. Which one are you most excited to see? Send me an email at samuel@contentchemistry if there's a feature you'd like more spotlight on.
