Breeze: The new AI feature of HubSpot

We explore in detail the main AI-based features revealed by HubSpot at INBOUND24.

Every year, HubSpot's annual event, INBOUND, becomes the stage where industry leaders and professionals in marketing and technology come together to present new trends, explore new tools, and discover the possibilities offered by the current digital landscape.

This year, everything revolves around the new Artificial Intelligence (AI) tools, the technology that continues to revolutionize the business landscape, redefining business strategies, optimizing processes, and opening new avenues in the personalization and effectiveness of digital experiences.

Breeze: The new AI functionality from HubSpot

Although at INBOUND23 HubSpot already incorporated various AI services into its CRM, this year it has taken a step further with the new Breeze.

HubSpot Breeze is a set of AI-powered tools designed to optimize and streamline operations related to marketing, sales, and customer service provided by HubSpot’s CRM.

Breeze consists of several key features aimed at transforming and improving processes.

On one hand, Breeze Copilot acts as a virtual assistant that facilitates task execution within the HubSpot platform, allowing for, for example, the creation of workflows or the management of CRM records more efficiently.

Breeze also includes AI Agents, which automate specific tasks: the Content Agent generates text for blogs, landing pages, and even podcasts. The Social Media Agent creates and schedules optimized posts to maximize impact across different platforms, while the Prospecting Agent personalizes contact and follow-up strategies for potential customers.

Another highlighted component is Breeze Intelligence, which collects and enriches customer data from multiple sources, offering a more comprehensive view of digital behavior and purchase intent. This allows companies to adapt their strategies and make more informed decisions while automating repetitive processes to increase productivity.

Let’s take a closer look at each of these elements in terms of functionality and potential.

1. Breeze Copilot

Copilot, the "co-pilot" as its name suggests, is the perfect complement to simplify any task to be carried out in HubSpot and optimize the workload.

Copilot is a generative AI tool, similar to ChatGPT, but accessible directly from any page within HubSpot. Depending on where you are in HubSpot, Copilot adapts to assist with specific functionalities.

Copilot can directly read and process information, so if you are, for example, on a company or business profile, it can extract a summary of the most relevant information, even completing it with additional details.

Breeze Copilot allows for process optimization, highlighting:

• Commercial Strategy: The AI in Breeze Copilot can summarise relevant and valuable information about any company, saving you time spent searching for information on your prospects.
• Marketing Content: Breeze Copilot assists in content creation by drafting texts for websites, blogs, or social media.
• Services and Customer Support: Breeze Copilot streamlines ticket resolution and enhances customer satisfaction. How? It provides a summary of the most relevant information and recommended responses to increase the efficiency of your processes.

2. Breeze Agents

In the context of AI and HubSpot, an artificial intelligence (AI) agent is a tool designed to carry out repetitive tasks, allowing the work team to focus on more relevant or strategic tasks.

These agents use the data stored in HubSpot's CRM and AI capabilities to efficiently manage processes that tend to be repetitive or complex.

The Breeze agents in HubSpot currently include:

Content Agent

This agent automates the creation of content such as blogs, landing pages, podcasts, or even case studies, tailored to the brand's voice and style. It uses data from the CRM to generate relevant content for the audience and the company's goals.

For content creators, the agent significantly simplifies processes, helping to diversify content and formats directly from HubSpot.

Social Media Agent

This agent facilitates the creation and scheduling of social media posts. The agent can also suggest the best times to post, optimizing the impact and reach of posts across various platforms.

In addition to saving time, the agent uses data-driven insights, analyzing metrics from past actions, company details, and industry best practices to improve the effectiveness of social media content.

Prospecting Agent

Supports sales teams by researching prospects and creating personalized messages to facilitate interaction with potential clients.

Additionally, by identifying companies and contacts in the CRM that match the ideal customer profile and target personas (Buyer Persona), this agent helps to prioritize potential customers, thus saving time and effort.

It is also able to capture the purchase intent of our prospects and their activity.

Customer Support Agent

Automates the management of inquiries in customer service, using the company's knowledge base. For more complex queries, the agent transfers the conversation to a specific person, providing all the necessary context to continue support effectively.

The customer support agent can handle routine inquiries, allowing customer support teams to focus on more complex issues.

Training for the customer support agent is completed in just a few minutes, using content from your knowledge base, website, and blog.

3. Breeze Intelligence

Breeze Intelligence is HubSpot's solution that natively enriches your CRM.

The tool is optimized with advanced language models and data search capabilities using AI.

From improving form conversion rates to identifying the purchase intent of companies visiting your website, Breeze Intelligence allows for regular updates to keep your database current.

Some of the most relevant features include:

Data Enrichment

One of the biggest challenges faced by any company is keeping the information in their database of prospects and customers up to date. With Breeze Intelligence, HubSpot customers have access to over 40 attributes related to more than 200 million users and companies, thus ensuring the information is current.

When a new contact or company is created in HubSpot, Breeze Intelligence automatically fills in the information. It also allows for bulk automation and customized settings based on the needs of each sector.

It's important to note that this functionality operates on a credit system, requiring 1 credit for each updated record.e

Purchase Intent

Understanding the purchase intent of our leads is crucial for managing and optimizing resources at a commercial level. Breeze Intelligence simplifies this process by helping to identify potential buyers based on company information and digital activity.HubSpot allows you to define your target market using key attributes such as location, number of employees, and revenue. Additionally, criteria can be established to determine which pages on your website are most indicative of purchase intent. This information allows for the extraction of interactive lists of companies and contacts with genuine buying intent, enabling immediate prioritization of commercial actions.

Optimized Forms

We know that lengthy and repetitive forms can drastically reduce conversions. Breeze Intelligence allows for the simplification of the user form-filling process by reducing the number of mandatory fields.

4. Agent.ai

Another of the big surprises at the INBOUND event was agent.ai, a marketplace and professional network of AI-based agents. Anyone will be able to develop customized agents, and anyone will be able to hire AI agents for marketing, sales, and customer service tasks.

With over 47,000 users and 1,700 registered developers, this ever-evolving and expanding network of agents could mark a turning point in the use of AI as we are beginning to know it today.

Conclusion

HubSpot introduces a wide range of AI-based functionalities aimed at optimizing and fully automating marketing, sales, and customer service processes.

These innovative AI tools allow businesses not only to increase the effectiveness of their operations but also to significantly improve efficiency in managing customer relationships, which is crucial in today's competitive business environment.

The implementation of AI within HubSpot's CRM provides a powerful complement that transforms the platform's digital ecosystem, offering advanced capabilities for data analysis, personalization of experiences, and automation of repetitive tasks. This enables companies to spend more time on strategy and informed decision-making, maximizing the impact of their interactions with both current and potential customers.

By integrating these AI capabilities, HubSpot positions itself at the forefront of technological innovation, enabling its users to explore new possibilities and continuously elevate their business operations.

If you would like more information on how HubSpot CRM and AI can assist with your business processes, don't hesitate to contact mbudo.