With INBOUND 2024 done and dusted, now comes the fun of unpacking HubSpot’s bounty of new features and product releases. Or, to sum it up in one word: Breeze.
Along with the usual Hub tweaks and additions, the big news from this year’s conference spans every component of HubSpot, adding AI functionality for improved productivity and enhanced data. Breeze is HubSpot’s new collection of AI-powered tools that focus on usability, fast time to value, and AI that utilises your own unified data to ultimately propel growth. Wasting no time addressing the elephant in the room, HubSpot acknowledges the common AI pain points straight away: overwhelm of tools and implementation logistics, a lack of time to learn these new tools, and scepticism surrounding AI’s capabilities and accuracy. Breeze promises to be the better AI tool we’ve all been waiting for.
Breeze is integrated across the entirety of HubSpot, but it’s presented in three buckets based on functionality: Breeze Copilot, Breeze Agents and Breeze Intelligence. Let’s take a peek at each and explore how these tools could ultimately make your life easier.
Breeze Copilot is “an AI-powered LLM companion that provides AI assistance everywhere you work in HubSpot. It leverages AI and your CRM data to provide personalised insights and recommendations about leads, customers, and engagements. It helps you easily elevate your work, create content, and execute tasks fast.”
If you’ve been in your HubSpot account recently, you may have noticed the shiny new menu option on the top right of your screen. A chat window will pop up and guide you through some popular use cases for this AI feature, including performing company research, adding a company and summarising a contact. Copilot functions like a HubSpot secretary, with the ability to locate and aggregate data, optimise content, provide answers to HubSpot FAQs and provide summaries of emails, contacts, company engagements, etc. (to name a few).
Breeze Agents are “designed to automate manual tasks and work for you so that you can focus on more strategic work.” Dissecting this feature even further, four specific Breeze agents have been introduced so far.
For Marketers: Breeze Content Agent and Breeze Social Media Agent
The Content Agent and Social Agent are what you might expect in terms of AI-generated content capabilities but with a data-driven twist. Because this AI is baked into HubSpot, it can pull from your existing Content Hub, collate performance data, and make recommendations based on these learnings. These Agents could be beneficial in optimising copy for SEO, analysing social media content performance and reformatting existing content for additional platforms.
For Sales Teams: Breeze Prospecting Agent
Prospecting can be tedious, so why not pass off some of these tasks? The Breeze Prospecting Agent aims to increase personalised outreach and auto-focus on ideal customer profiles, to expedite your sales pipeline. Set this Agent to work on researching prospects and writing personalised emails (they can even be auto-sent for you).
For Service Reps: Breeze Customer Agent
Nail customer support with informed chatbots that work to build customer trust (rather than induce frustration). This Agent can crawl your existing documentation to whip up an accurate chatflow and essentially train itself, allowing you to fine-tune the details instead of focusing on the frameworks. Not to mention, all the while, HubSpot collects data to enable you to improve customer satisfaction, pinpoint knowledge gaps, and further streamline your customer experience.
Breeze Intelligence is the evolution of HubSpot’s Clearbit acquisition which was announced late last year. Described by HubSpot as being “powered by over 200 million company and buyer profiles, Breeze Intelligence, in beta now, completes your customer picture on HubSpot and includes new data enrichment, buyer intent, and form shorting features.” The overarching theme of INBOUND 2024 focused on the synergy between humans and AI to propel growth, which is particularly evident in this product release. Reaching new customers is more challenging than ever, and segmented data-enrichment tools often fall short of painting the complete picture—this is where Breeze Intelligence comes in, particularly in the B2B space.
Here’s the quick features overview. Firstly, Data Enrichment allows you to fill in contact and company blanks from incomplete B2B company data, unlocking effortless personalised prospecting and outreach automations. Similarly, Buyer Intent takes the legwork out of identifying high-fit and high-intent accounts, serving qualified leads up to your sales team on a silver platter. Last but not least, Form Shortening allows you to capture more data in fewer questions, increasing the number and quality of your leads with an enhanced user experience.
Absolutely nothing… for now. With all Breeze tools still in Beta, you’ll have access to the entire AI suite when you sign up for a free 30-day HubSpot demo. However, if you’re not an established HubSpot user, these tools aren't likely to offer much value straight out of the gate without a significant investment in set-up and migration.
For existing HubSpot users, Breeze works on a credit system starting at $30 USD monthly for 100 credits and goes up from there. Drop us a line to chat about how integrating Breeze functionality with your HubSpot Enterprise account could help your team work better with better data.
Before the first day, you might also consider leaving a note on your new hire.