With the increasing digitisation of marketing, sales and customer service, the use of AI is here to stay. Companies are looking for ways to work more efficiently, use data smarter and serve their customers better. HubSpot is capitalising on this with their new AI solution: HubSpot Breeze. In this blog, I'll take you through Breeze's various functionalities and how they can help your business scale up, streamline processes and strengthen customer relationships.
Table of contents
- What is HubSpot Breeze?
- Breeze Copilot: your digital assistant
- Data enrichment: more insight, better decisions
- Marketing Intent Data: understand your target group better
- Form Shortening: less friction, more conversion
- Content creation & automation
- Why HubSpot Breeze is a gamechanger
- Conclusion
What is HubSpot Breeze?
Breeze is HubSpot's AI platform that offers several advanced features for marketing, sales and customer management. It is designed to support teams with data analytics, task management, content creation and customer insight. HubSpot developed Breeze to help companies optimise their processes and improve customer engagement by using AI algorithms that work from big data.
HubSpot Breeze is one of the biggest announcements during Inbound 2024, HubSpot's annual conference in Boston. This event attracts thousands of marketing, sales and service industry professionals from around the world, who come together to discover the latest trends, technologies and strategies.
Key features of Breeze include:
- Breeze Copilot: AI assistant for task management and automation.
- Data Enrichment: Automatically enrich customer data with relevant information.
- Marketing Intent Data: Identify customer needs and buying intentions.
- Form Shortening: Smart forms to convert leads faster.
Breeze Copilot: your digital assistant
One of HubSpot Breeze's core functionalities is Breeze Copilot, an AI-powered assistant that helps perform and automate daily tasks. This includes creating tasks, tracking customers and leads, and organising workflows for marketing and sales campaigns.
Copilot allows teams to automate repetitive tasks such as sending follow-up emails or assigning leads to team members. This not only saves time but also ensures that nothing slips through the cracks. In addition, Copilot can learn from previous interactions, making it ever smarter at prioritising tasks and suggesting actions.
Benefits of Breeze Copilot:
- Automation of routine tasks.
- Smart recommendations for next steps.
- More efficient management of customer interactions.
Data enrichment: more insight, better decisions
Another powerful feature of Breeze is data enrichment. With AI, HubSpot can automatically collect and complete data about your customers, such as company data, industry information, and contact details. This is done without you or your team having to manually enter data, which not only saves time but also reduces errors.
Data enrichment ensures that your CRM (Customer Relationship Management) is always up-to-date, allowing you to make more informed decisions. You gain more insight into your customers, which helps personalise communications and better align your marketing and sales efforts.
Benefits of data enrichment:
- Automatic completion of customer information.
- Better targeting and segmentation of customers.
- Less manual input, more time for strategic activities.
Marketing Intent Data: understand your target audience better
One of Breeze's most innovative features is marketing intent data. Using AI, Breeze analyses the behaviour of leads and customers to determine where they are in the customer journey and what their buying intentions are. This helps marketers and sales professionals communicate the right message at the right time, significantly increasing the chances of conversion.
Intention recognition, for example, can see which customers often visit certain product pages or log into the website multiple times, which can indicate buying interest. This allows you to make personalised offers and follow up leads at the right time.
Intent data plays a crucial role in account-based marketing by helping marketers understand which businesses are ready to make a purchase. Marketing intent data identifies buying intentions based on behavioural indicators such as website visits and search behaviour. By using these insights, ABM teams can focus their efforts on specific accounts that are most likely to convert. This increases the effectiveness of personalised campaigns, better aligning sales and marketing for maximum impact.
Benefits of marketing intent data:
- Identifying buying intentions based on behaviour.
- Personalised follow-up of leads.
- Increased conversion rate through proactive interaction.
- Account identification for account based marketing
Form shortening: less friction, more conversion
An often underestimated part of lead generation is the forms visitors fill in on your website. Long and complicated forms can be a barrier for many leads. This is where the functionality of smart forms in Breeze comes in. Using AI, forms are automatically shortened and only the essential information is requested.
These forms use data enrichment and intent data to make the form as simple as possible. For visitors, this means a better experience and for businesses, it means more completed forms and therefore more leads.
Benefits of forms shortening:
- Shorter, more efficient and better converting forms.
- More completed forms and leads.
- Additional data and context without the need for additional fields.
- Improved user experience on the website.
Content creation & automation
HubSpot Breeze also uses AI to automate content creation. This can range from generating email texts, blogs and social media posts, to optimising content based on customer data and behaviour. This allows your marketing team to spend less time manually creating content and focus more on strategy and creativity.
The AI can learn from successful campaigns and suggest new topics or approaches that can increase customer engagement. All this is designed to increase efficiency and maximise the ROI of your marketing campaigns.
Benefits of AI-based content creation:
- Faster creation of high-quality content.
- Optimisation of content based on customer data.
- More time for strategic work.
Why HubSpot Breeze is a gamechanger
What really sets HubSpot Breeze apart from other AI solutions is its integration within the existing HubSpot ecosystem. Everything works seamlessly together, meaning that the data generated by Breeze can be used directly in your marketing, sales and service processes. You no longer need to use separate tools; Breeze brings all AI functionalities together on one platform.
In addition, the strength of Breeze is that it is accessible to everyone, regardless of your team's technical knowledge. HubSpot has ensured that its AI solutions are easy to use without requiring a deep technical background.
Conclusion
HubSpot Breeze is a powerful addition to any business looking to get more out of its marketing, sales and service processes. With features like Breeze Copilot, data enrichment, intent recognition and smart forms, Breeze enables teams to work more efficiently and make more targeted decisions. This AI solution makes it easier to understand and better serve customers, leading to better results and growth of your business.
Of course, HubSpot Breeze integrates seamlessly with the existing HubSpot ecosystem, making all data generated directly usable in your marketing, sales and service processes. This eliminates the need for separate tools and ensures a streamlined workflow. Breeze's accessibility, regardless of your team's technical knowledge, makes it a user-friendly solution that is easy to implement.
In short, HubSpot Breeze provides a comprehensive AI solution that helps businesses optimize their processes, strengthen customer relationships and ultimately improve their bottom line.
