A Recap of Product Updates from HubSpot Inbound 2024

As much as I'd love to say I hopped on a plane to Boston for HubSpot Inbound 2024 (and maybe ran into Ryan Reynolds and Serena Williams while grabbing a coffee), I had to settle for the virtual experience. 

Meanwhile, some of our team members experienced the INBOUND24 live and didn't miss the chance to make the rest of us feel jealous of the energy and excitement we were missing out on.

But not to worry, the Spotlight session we attended virtually made up for it as it was nothing short of captivating!

And hey, if you missed it or need a refresher on the MANY updates released, keep on reading.

HubSpot's Vision for Easy, Fast, and Unified Success.

Every second counts. HubSpot is redefining success by making growth easy, fast, and unified. As Yamini Rangan said, "Our mission is to help you grow. Our passion is to make it easy, fast, and unified."

HubSpot is reshaping business growth with AI and data-driven insights. The platform is intuitive and lightning-fast. Andy Pitre noted, "Instead of disconnected tools, we give you a customer platform. Every feature is easy and works together."

This approach eliminates silos and fosters innovation. HubSpot's vision includes support for text, audio, video, images, apps, and agents. This comprehensive support changes how businesses interact with data, promoting collaboration and efficiency.

Introducing Breeze AI: The Main Highlight of Fall Spotlight

HubSpot launched Breeze, HubSpot’s AI that powers the entire customer platform. It gives GTM teams their complete AI solution, including Breeze tools – Copilot, Agents, and features across the Hubs, Smart CRM, and ecosystem – to help you work better and Breeze Intelligence to make your data better.

Meet Your New Best Friend: Breeze Copilot

Breeze Copilot is your go-to virtual assistant integrated seamlessly within HubSpot, designed to simplify your workflow and boost productivity. It’s not just another tool; it’s an intelligent companion that works alongside you, wherever you are in HubSpot. Whether you're on the web, using the mobile app, or operating through the HubSpot Sales extension, Copilot is right there with you.

What Does Breeze Copilot Do?

Breeze Copilot handles a wide range of tasks to keep your operations running smoothly. It can generate content, summarise emails, research prospects, and complete basic CRM tasks effortlessly. The real kicker? It’s context-aware, which means it provides insights and assistance tailored to the specific HubSpot page you're on. So, whether you're drafting a marketing email or updating a sales record, Copilot adapts to your needs.

You're probably thinking that Breeze Copilot sounds a lot like ChatSpot, so what exactly is new here?

While ChatSpot was initially a standalone app connecting to HubSpot CRM, Breeze Copilot is fully integrated within HubSpot’s ecosystem. This integration means you don’t have to toggle between platforms—Copilot is embedded right into your everyday workflow. It's more accessible and easier to use, with enhanced prompts that summarise data, generate content, and make recommendations tailored specifically to your HubSpot activities.

Moreover, Breeze Copilot is built with security as a top priority, ensuring your data is always safe. It’s designed for all front-office marketing, sales, and service roles, offering a unified experience that keeps everything under one roof

The Dynamic Duo: Breeze AI Agents

Having a reliable team to handle mundane tasks is a dream for many, and with Breeze Agents this becomes a reality. The Breeze Agents are designed to automate those mundane jobs, allowing you to focus on the big-picture strategies that drive your business forward. Let's dive into each agent and see how they can transform your workflow.

Social Media Agent

Keeping your social media game strong can be time-consuming, but the Social Media Agent is here to help. It generates regular, engaging posts tailored to your brand and audience, ensuring your message stays consistent across platforms like Facebook, LinkedIn, X, and Instagram. By analysing past performance, business insights, and industry trends, it crafts content that resonates with your followers. Imagine never stressing about what or when to post—this agent does the heavy lifting, recommending optimal posting times and letting you simply review and approve.

Content Agent

Writer's block is a thing of the past with the Content Agent by your side. This agent uses your existing content and brand voice to generate high-quality material like blog posts, landing pages, podcasts, and case studies. It's a powerhouse for creating diverse content quickly, attracting visitors, and driving leads. The guided flow ensures everything aligns with your goals, making content creation less about guesswork and more about strategy.

Prospecting Agent

Finding the right leads is crucial, and the Prospecting Agent makes it easier than ever. By researching each target company and contact, it develops personalised outreach strategies. It automates the process by crafting tailored emails and choosing the best outreach times, allowing you to engage leads effectively. Whether you prefer to review and approve or let it run autonomously, this agent ensures your sales pipeline never runs dry.

Customer Agent

Delivering exceptional customer service is a breeze with the Customer Agent. It uses your approved content to handle routine queries, providing natural and trustworthy interactions. By instantly resolving common questions and routing complex issues to your team, it ensures customer satisfaction and frees up your staff for more strategic tasks. Plus, it provides insights into resolution rates and customer sentiment, helping you continuously improve your service.

With Breeze Agents, you’re not just automating tasks—you’re optimising your entire marketing and customer service strategy. These agents work tirelessly to keep your operations smooth so you can focus on what truly matters: growing your business.

Breezy Data Management with Breeze Intelligence 

Data lovers, this one’s for you! Breeze Intelligence is your tool for turning customer data into actionable insights. It's integrated with HubSpot to help you understand buyer behaviour and intent better.

Breeze Intelligence is an advanced tool integrated within HubSpot, designed to provide comprehensive insights into your contacts and companies. With a dataset exceeding 200 million buyer and company profiles, it ensures you have the most accurate and up-to-date information at your disposal. This tool helps streamline data management, making it easier to harness the potential of your CRM.

In brief, here are some of its main features:

Data Enrichment

This feature automatically augments your contact and company records with vital details like roles, locations, and social media links. By eliminating the need for manual data entry, it saves time and ensures your CRM data is both comprehensive and accurate.

Buyer Intent

Breeze Intelligence helps you identify high-potential accounts that are actively showing interest in your products or services. Using reverse-IP tracking and enrichment data, it highlights which companies within your target markets are ready to engage, giving you a strategic edge in your marketing efforts.

Form Shortening

To maximise lead capture, this feature dynamically shortens forms using HubSpot’s global enrichment database. This approach allows you to collect essential data efficiently without overwhelming potential customers with lengthy forms, improving the overall conversion rate.

Breeze Intelligence offers a unified approach to data management, seamlessly integrating within HubSpot to connect disparate data sources with your Smart CRM. It delivers actionable insights through real-time data updates and enrichment, enabling quick and informed decision-making.

What’s New in Marketing+?

Gotta deliver more content.

Fill more channels.

And a lot more while keeping up with AI and what’s new.

Only if being a marketer was as easy as people think it is (sigh).

HubSpot rises to the occasion, offering a suite of innovative features that help marketers reinvent their strategies to meet these demands. With powerful tools like enhanced lead scoring and messaging insights, HubSpot equips us to dive deeper into audience understanding and engagement.

Marketing Hub

YouTube Video Publishing (New!)

With this feature, businesses can publish and manage their YouTube content directly from HubSpot. This integration allows marketing teams to streamline their video strategy, ensuring consistent branding and messaging across platforms. For instance, a company can schedule product launch videos alongside their blog content, creating a cohesive marketing campaign.

Marketing Home (New!)

Acting as a centralised command centre, this feature enables marketers to manage approvals, prioritise tasks, and monitor performance efficiently. A marketing manager could use this hub to oversee a team's daily activities, ensuring timely execution of campaigns and better alignment with business goals.

Analytics Suite (New!)

This enhanced suite provides deeper insights into campaign performance, helping marketers make informed, data-driven decisions. By analysing customer interactions, you can tailor your marketing strategies to maximise engagement and conversion rates.

Messaging Insights (New!)

Offering guidance on crafting personalised email communications, this tool helps improve engagement and conversion. With these AI-powered insights, you can optimise your campaigns with tips, deliverability guidance, and campaign analysis. So that you spend less time pulling insights and more on executing strategy to drive impact.

Lead Scoring (Improvements)

With AI enhancements, this feature prioritises leads more accurately, enabling sales teams to focus on high-potential prospects. With the improved lead scoring you can identify and nurture leads that are most likely to convert, boosting sales efficiency.

Check out this video to learn more about these recent improvements:

Dynamic Forms (Improvements)

Using the new form editor you can now create higher converting forms that seamlessly fit your brand identity, minimise visitor friction and maximise lead. This includes, multi-step forms, advanced styling and layout customisation conditional logic, conditional redirects, CRM validation and spam submissions, and form shortening.

Learn more about the new forms editor

Google Enhanced Conversion (Improvements)

By securely transmitting first-party data to Google, businesses can optimise ad spend and improve ROI. Optimise bidding strategies by sending first-party customer data to Google with features to assist you in doing so in a compliant way.

Learn more on HubSpot's Knowledge Base

Personalised Subscription (Improvements)

Offering tailored subscription options based on customer preferences, this feature enhances retention. With the lates improvements, managing subscriptions will now become even easier with personalised preference pages for different segments so that leads only see relevant options based on who they are and their lifecycle phase.

SMS (Improvements)

Scalable SMS has new improvements to automate and streamline marketing, addressing challenges with sending SMS from dedicated short codes and managing replies. Enhance customer engagement with two-way SMS, quick response times via a shared inbox, and reliable Shortcode numbers for increased throughput and deliverability.

Content Hub

The recently released content hub came with a myriad of great features which we’ve been thoroughly enjoying using at Six & Flow. Check out the improvements announced during HubSpot Inbound 2024 of these existing features:

Case Studies

Creating compelling case studies is now streamlined, linking CRM data for enhanced efficiency and impact. This update allows you to publish engaging web pages with minimal effort, tackling the resource-intensive process of involving numerous stakeholders.

Content Remix 

Addressing the challenge of creating content across diverse channels, this update empowers SMBs to produce multimedia content efficiently. It enables the creation and repurposing of content into formats like landing pages, ads, social posts, audio, images, videos, case studies, and podcasts, significantly reducing the time and resources required.

Podcast

Effortlessly transform written content into engaging podcasts, reducing production time with AI tools. The improvements include auto-generated podcast pages and transcripts, along with new analytics to track audience engagement.

Brand Voice

Maintain consistent brand tone across channels with multi-voice support and brand-specific rules. This update also introduces support for more languages and expands brand voice functionality to Copilot and Specialists.

Learn more on HubSpot's Knowledge Base

Memberships

Enhancing community management capabilities, this feature fosters loyalty and interaction. An online education platform might use memberships to offer exclusive content, encouraging user engagement and retention.

Content Embed

Easily integrate CRM data into your website with content blocks created in HubSpot. These blocks can be added directly or via the WordPress editor, enhancing personalised customer experiences.

Other Significant Releases at HubSpot Inbound 2024

HubSpot's not slowing down with its cool updates, stretching way beyond just the Marketing and Content Hub.

Sales Hub

In the Sales Hub, new features are geared toward streamlining administrative processes and enhancing data security. The Export Approvals system allows users to set up an approval process for CRM exports. This feature ensures that exports containing sensitive data require an admin or authorised personnel to approve before files are delivered, thereby safeguarding data integrity. The system can be configured to require approvals for specific users, large exports, or by default for sensitive data, enhancing control over data management.

Operations Hub

The Operations Hub introduces tools that provide more control over the rollout of product updates and customisation capabilities. Control Gradual Feature releases allows admins to place a portal at the end of a release schedule, reducing the impact of new updates and granting more control over implementation. Additionally, the HubSpot Object Library, now in public beta, offers a user-friendly interface for enabling objects tailored to company and team needs, ensuring seamless integration across HubSpot's core features.

Smart CRM

Smart CRM receives updates that focus on optimising user experiences and leveraging AI for efficiency. With the new AI Assistant in Lists, users can describe their target contacts, and AI will generate the appropriate filters, simplifying the list creation process and allowing marketers to focus on crafting effective messaging. The View Release Impact feature provides insight into the significance of product updates, while the "New to You" Tab highlights recent changes since the last visit, ensuring admins are always informed about the latest developments. These tools collectively enhance the ability to manage and adapt to new updates with ease, improving overall operational efficiency.

The big aim here? To make everything smoother and more efficient. By leaning into user-friendly interfaces and smart, integrated solutions, HubSpot is making sure businesses of all kinds can work more effectively. This means everyone, from marketing to sales to customer service, can offer top-notch value and stay ahead of the game.

How Six & Flow Can Help You Maximise HubSpot's Potential

As HubSpot introduces all these powerful new tools and features, keeping up with these updates can feel overwhelming. That's where Six & Flow - your trusted go-to-market agency comes in.

We are a HubSpot Elite Partner, here to help you make the most of HubSpot's latest offerings. With our expertise in HubSpot implementation and strategic marketing, we ensure that your business smoothly adopts these updates and uses them to drive growth and efficiency. Whether you're integrating Breeze AI into your workflow or enhancing your content strategy with the new Content Hub features, our team provides tailored solutions that match your business goals.

Let's have a friendly chat and see how you can maximise the way you utilise HubSpot.

👉 Book some time with us!