About this Episode
Chances are you’re familiar with HubSpot. Or perhaps, you’re considering leveraging its suite of tools to streamline your marketing, sales, and service processes. Recently, HubSpot’s INBOUND event delivered a wave of new updates designed specifically to cater to growing companies like yours—offering solutions that promise to scale without overwhelming.
So, what are the key takeaways for businesses?Jess Palmeri, Director of HubSpot Training at IMPACT, breaks down the most significant features introduced at INBOUND 2024 (HubSpot’s flagship event, gathering business leaders, marketers, and sales professionals to hear about the latest features and updates to the platform) and explains how businesses can use these new tools to grow their customer base effectively. Spoiler alert: AI is front and center!
AI at the Core: Enter HubSpot’s “Breeze”
Have you ever wished that your business tools could work with you, almost like a personal assistant? Enter Breeze, HubSpot’s newly announced AI tool. Breeze integrates AI across all aspects of the HubSpot platform—marketing, sales, and service—allowing businesses to leverage automation in a seamless, intuitive way.
Breeze was compared to the likes of Microsoft’s Copilot and Google’s Gemini—other tech giants that are also incorporating AI into their ecosystems. What’s different with Breeze? It’s designed to remove the complexity that typically comes with AI tools, ensuring that even those not familiar with prompting or advanced AI commands can still reap its benefits.
According to Jess, “HubSpot wants to make AI approachable. It’s not about scaring businesses off with technical jargon or advanced functions. It’s about making things easier.” This means that whether you’re a marketer or a sales professional, you can use AI to your advantage without needing to be an expert.
Breeze Copilots: Your Personalized Assistant
One of the standout features Jess highlighted was Breeze Copilots, which is essentially like having a HubSpot assistant at your fingertips. If you’ve ever been overwhelmed by data entry, report creation, or just navigating through your CRM, Breeze Copilots has your back.
Jess explained how Breeze can walk users through complicated tasks, such as building reports, in a context-aware manner. “It’s not about throwing complex AI at you and expecting you to figure it out. It’s like having a HubSpot trainer sitting beside you, guiding you through the process,” she said.
For example, if you need to run a content ROI report but don’t know where to start, you can ask Breeze to guide you. This functionality even extends to mobile devices, making it easier than ever for business leaders on the go.
The Power of Breeze Agents
Jess also emphasized how Breeze Agents can be a game-changer for growing companies. These agents can perform various tasks across marketing, sales, and customer service. There’s a social media agent that automates content creation and scheduling, a prospecting agent that assists with identifying high-value leads, and a customer service agent that helps manage queries.
These AI agents don’t replace jobs—they enhance productivity. Think of them as team members who handle time-consuming, repetitive tasks. Imagine automating follow-up emails for prospects who visited your website or using AI to predict the best time to post on social media, based on your brand’s historical performance.
Alex Winter pointed out, “It feels like someone on your team who knows your CRM inside out and can help you navigate it. That kind of assistance changes the game for busy business leaders.”
Smarter, Streamlined Lead Scoring
If you’ve ever found yourself overwhelmed by the sheer number of leads in your CRM, struggling to figure out which ones to prioritize, you’ll love this next update. HubSpot’s lead scoring process just got a massive upgrade, and it’s designed to help businesses pinpoint those warm, ready-to-buy prospects more efficiently.
Lead scoring is now tightly integrated with AI-driven insights, and it’s more customizable than ever. Jess highlighted this feature, explaining that the new lead scoring makes it easier to see which leads are engaged and ready for sales to step in. For sales teams who are juggling numerous accounts and leads, this is a breath of fresh air.
“You can now have the system alert you when prospects re-engage with your content. No more digging through analytics—HubSpot does the heavy lifting for you,” Jess said.
Podcasting & Video Analytics – A Marketer’s Dream
For businesses producing podcasts, YouTube videos, or other forms of multimedia content, HubSpot now offers enhanced podcasting analytics. As Alex mentioned during the episode, podcasting can be an effective way to build trust with your audience. However, tracking ROI has always been tricky.
Jess shared the exciting news that podcast analytics is now built into the platform, allowing businesses to track engagement and conversions right from the HubSpot dashboard. Even better, you can now repurpose video content into blog posts or turn written content into videos—thanks to integrated AI.
This is a huge deal for businesses relying on content marketing. You can now get more out of every piece of content you create, ensuring that your investment goes further.
Social Media, Made Simple
We all know how important social media is for building brand awareness and engaging with customers, but it can also be a time-consuming and often daunting task. With the new updates, HubSpot simplifies social media management by allowing users to schedule posts, create content, and manage accounts all from one platform.
Jess excitedly noted that with Breeze Social Agent, HubSpot can analyze your past performance and suggest the best times to post, and even generate social posts tailored to your audience. “It takes the guesswork out of social media,” Jess said.
Imagine how much easier your marketing team’s job will be when they can automate much of the busywork and focus more on strategy and creativity.
Closing the Loop on Customer Service
One feature Jess was particularly excited about was the new Breeze Customer Agent, which brings AI directly into customer service. If you have a large knowledge base, the customer agent will leverage AI to respond to common customer inquiries, helping your support team handle more queries at scale.
Not only does it serve up answers from your company’s existing content, but it can also intelligently route more complex issues to a human. This hybrid model ensures that your customers get the answers they need quickly while freeing up your human support team to focus on higher-value tasks.
What Does This Mean for Businesses?
As Jess explained throughout the episode, these updates can have a profound impact on businesses using HubSpot. From automating lead scoring and prospecting to streamlining content creation and customer service, HubSpot is making its platform even more powerful without overwhelming users with complexity.
For a business pulling in over $5 million in revenue, these updates could be the catalyst to scale faster, provide better customer service, and free up time for higher-level strategic planning.
As AI becomes more accessible and integrated into everyday business tools, there’s never been a better time to embrace automation. The future of business growth lies in leveraging tools that make your processes smarter and more efficient—and HubSpot’s updates from INBOUND offer just that.
Connect with Jess
As IMPACT’s Director of HubSpot Training, Jess Palmeri guides teams to HubSpot mastery — no matter what their starting point.
Learn more about Jess on her IMPACT bio page
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