What’s New in HubSpot for Marketers

Question 1

Home for Marketers & how it makes us more competitive

Answer 1

• A new one-stop-shop for marketers to see a clear picture of the best place to spend their time. It surfaces tasks that need attention in one central place so nothing gets missed. This tool streamlines workflows, reduces tab-switching and screen hopping, and fosters focus and productivity.
• Helps us better serve marketers in a way that other platform competitors struggle to do (i.e. SalesForce, Zoho). It also closes the gap against marketing point solutions that do this well (i.e. MailChimp, Klayviyo)

Question 2

AI-Powered Message Insights & how this makes us more competitive

Answer 2

• Helps marketers cut through the noise and apply meaningful adaptations to their email strategy.
• Identifies email campaign trends, then view and implement recommended solutions.
  Get content optimization suggestions, deliverability guidance, and campaign analysis based on what the AI has learned about your email strategy.
• Focus on actioning strategy and driving impact versus spending time pulling insights.
• Messaging insights improved our competitiveness against email marketing point solutions like MailChimp and Klaviyo.

Question 3

Campaign Efficacy Analytics & how this makes us more competitive

Answer 3

• Provides deep insights about live and completed campaigns to help marketers make better decisions.
• Understand where your campaign contacts are across your lifecycle, plus, track costs to pivot your campaign tactic on time.
• Evaluate the effectiveness of your campaign with customizable ROI reporting based on your business revenue configuration.
• Expand your campaigns dashboard and reports thanks to a new, bespoke Campaigns data source in the Custom Report Builder.
• Improves our competitiveness against upmarket MAP solutions with integrated campaigns like SalesForce, Microsoft, and Marketo. Further the gap between downmarket competitors who lack campaign functionality like ActiveCampaign or have less robust campaign functionality like MailChimp.

Question 4

Personalized Subscriptions & how this makes us more competitive

Answer 4

• Subscription management has historically been a painful experience for HubSpot customers, often leading to churn.
• Customers will now be able to see a consistent experience across subscriptions for each brand, segment subscription types and create rules for consistency, and create personalized preference pages for different segments so that leads only see relevant options based on who they are and their lifecycle phase.
• These changes will help subscribers more easily discover content they’re interested in and reduce “unsubscribe all” actions.
• Personalized subscriptions improve our competitiveness for multi-brand management against competitors like SalesForce.

Question 5

Scalable SMS & how this makes us more competitive

Answer 5

• Send bulk messages with better throughput and reply to SMS from customers to build a brand they trust
• Meet customers where they are - in channels where they’re easily accessible
• Deliver quick response times through a shared inbox with a unified account view - and with two-way SMS conversations
  Launch shortcode numbers to increase reliability, sender throughput and deliverability at scale
• This makes HubSpot SMS more competitive with other marketing competitor SMS offerings - especially replies, two-way conversations, and shortcodes which were gaps compared to others like SalesForce and Klaviyo.

Question 6

Breeze Content Agent & how this makes us more competitive

Answer 6

• Breeze Content Agent generates high quality blogs, landing pages, case studies, and podcasts based on your company’s information and your ideal customer profile.
• Content Agent is a true differentiator against marketing competitors. Most core competitors AI content offerings are weaker, and none have launched a content agent.

Question 7

Content Remix v2 & how this makes us more competitive

Answer 7

• With the v2 launch, we’ve added more functionality to supercharge this tool. Most importantly, adding video! Users can now upload existing videos and convert for new channels, including: shortened video clips, blog posts, audio files, social posts, landing pages, etc.
• You can also use a URL as source content, meaning you can remix anything hosted on the web, not just on HubSpot.
• Content Remix is a strong differentiator against marketing competitors who lack this functionality (no core competitors have this), and it even competes with AI point solutions like Jasper and Copy.ai.

Question 8

Brand Voice v2 & how this makes us more competitive

Answer 8

Brand Voice now allows for:
- Multi-channel voices for greater customization
- Multi-language support
- Creation of a writing guide which captures rules for brand-specific terminologies, approved words, and more

• The updates to Brand Voice further differentiate HubSpot AI against other offerings where you cannot train the brand voice on existing content (competitors like MailChimp or point solutions like OpenAI), employee a writing guide (SalesForce), or vary voice by channel.

Question 9

Content Embeds v2 & now this makes us more competitive

Answer 9

• Content Embeds feature helps marketers easily embed personalized content and data from HubSpot’s CRM to their website. This simplifies website management. Marketers can make updates in one place and have them automatically reflected across all impacted content.
• In v1 of this feature, users could only embed in WordPress Gutenberg blocks, but now, we’ve added a new marketer friendly “copy-paste” option that allows you to add code to any CMS platform, whether it’s HubSpot-hosted or not. This update should unblock deals we’ve lost previously for HubSpot for Marketers (formerly Marketing +) where migrating off an existing website wasn’t an option.
• This helps HubSpot better compete against hybrid and headless CMS offerings like SalesForce Experience Cloud and gives us an edge against CMS offerings that do not offer headless functionality.

Question 10

Video Publishing & how this makes us more competitive

Answer 10

• We are now enabling Instagram Video (reels and stories), YouTube, and Tik Tok Ads to allow customers to publish videos and monitor comments all in one platform. You can also optimize your video strategy by tracking video performance.
• Our social offering is a differentiator against most of our core competitors who don’t have native social tools (or have less robust social tools).

Question 11

Lead Scoring & how this makes us more competitive

Answer 11

Our updated Lead Scoring app aims to help marketers understand who is most likely to convert, so they can allocate their resources accordingly. Now with new updates, marketers can:
- Use AI recommendations to identify patterns in leads that are most likely to make a purchase based on past behavior, campaign interactions, and demographic data.
- Route leads to reps and collaborate with sales around the most promising opportunities
- Gain insight into scoring how a contacts score evolved over time

• These updates make HubSpot on par with upmarket competitors like Pardot who offer more advanced scoring and grading models. It also will further a gap downmarket where many competitors don’t offer lead scoring at all (or only have a basic offering).

Question 12

Breeze Social Medie Agent

Answer 12

Analyzed users’ social performance, company details, audience, industry, and market trends to create consistent multi-channel social media content for Facebook, LinkedIn, Twitter, and Instagram.
- Proactively creates social media content regularly so you have consistent flow of content for your approval.
- Uses your HubSpot stored data to create social posts that promote your product/services, marketing events, blogs, etc.
- Analyzes your existing content calendar and the audience engagement to determine the most optimal days/times to schedule your content.

Question 13

AI Social Inbox Insights & how this makes us more competitive

Answer 13

Centralized social media performance to track trends, sentiments, and key insights, while monitoring audience reactions and themes. Customers will get AI-Summarized weekly updates on engagement and suggestions for social media actions.

• Further enhances HubSpot’s competitiveness with social media management point solutions like Sprout Social and Hootsuite who offer social listening.

Question 14

Google Enhanced Conversions & how this makes us more competitive

Answer 14

• Preserves conversion measurement by helping Google tabs capture more conversion data in a privacy centric way. These back-end changes will decrease cost per result with better ad targeting rooted in first-party data.
• Tracking Google conversions is a HubSpot strength relative to competitors, and this furthers our ability to track marketing effectiveness across channels.

Question 15

Breeze Consists of 2 parts

Answer 15

Breeze AI:
- Copilot
- Agents

Breeze Intelligence (to enrich data)

Question 16

Breeze Copilot

Answer 16

• Copilot helps all users of HubSpot work more efficiently by giving them a smart assistant that knows about everything in their portal and can quickly accomplish basic tasks across HubSpot.
• Copilot is an AI-Powered assistant available to users everywhere they go in HubSpot. Users can get personalized insights and recommendations about leads, customers, and engagements, generate content, and get routine tasks done quickly in their CRM

Question 17

Copilot for Sales Reps

Answer 17

Works with you and your CRM to help you efficiently prospect and improve sales performance.

Research Companies - discover unique company insights, like funding rounds, locations, and technologies.

Prep for Sales Calls - Helps you prepare for and summarize sales calls, and provide suggestions for how to re-engage your leads.

Build Pipeline - helps you find new prospects and writes them targeted sales emails.

Summarize CRM Records - ask Breeze copilot to summarize any record, generate reports on request, and even ask for next steps.

Streamline CRM Updates - converse with Breeze Copilot to update your CRM in seconds

Gain Insights - provides you tailored insights that help you prioritize which deals are likely to close, so sales reps can spend their time focusing on the highest-value leads.

Question 18

Copilot for Marketers

Answer 18

Works with you and your CRM as your thought partner to help drive marketing efficiency.

Generate Content - helps you write, optimize, and revise content. From marketing emails, to landing pages, to social post copy.

Edit Content - collaborate with Breeze copilot conversationally to instantly revise and edit your content.

Streamline Tasks - talk to Breeze Copilot to help you get your work done faster, from helping you speak creativity to building customer personas for you.

Amplify your Brand Voice - Breeze copilot knows you, and can help you apply your unique brand voice across your marketing content. *Brand Voice is a Pro+ feature from Content Hub, so it will be applied for this with the subscription.

Question 19

Copilot for Service Reps

Answer 19

Breeze Copilot works with you and your CRM to help you close tickets faster and drive customer satisfaction.

Understand Customers - helps you understand each customers service history and prioritizes incoming inquires.

Summarize Tickets - ask Breeze Copilot to summarize tickets

Recommend Replies - Breeze Copilot can suggest next best actions for your service reps and recommend replies

Question 20

Breeze Agents

Answer 20

Breeze Agents help teams automate work, end-to-end, from strategy to execution. They work for your business, providing deeper tactical knowledge that allows them to fill roles traditionally held by humans

Streamline Tasks - Breeze Agents easily streamline complex work from strategy to execution, while keeping humans in the loop.

Are Available 24/7 - Breeze Agents can perform jobs at all hours of the day, helping you and your customers faster.

Question 21

Breeze Prospecting Agent

Answer 21

Sales teams have limited time for prospecting and often resort to bulk-sending ineffective outreach.

The Breeze Prospecting Agent researched and executes personalized outreach strategies for prospects in your CRM, helping you build more qualified pipeline. The best part - Prospecting Agent is always on, driving pipelines for your team 24/7.

Focus on your ideal prospects: Assign companies and contacts in your CRM that match your ideal customer profile and target persona.

Develop Personalized outreach strategies: Researches each target company and contact to develop a deep understanding of their business and needs.

Fully Automate Outreach - Look for signals of intent and activity, crafts personalized emails using its research and context from your CRM, and reaches out at the right time.

Question 22

Breeze Customer Agent

Answer 22

Service Teams struggle with the need to scale their service to meet customer demands, get bogged down on manual/tedious tasks, and are limited to resolving cases during the typical work day.

24/7 Automated Responses - respond automatically to incoming customer queries on chat

Intelligent Routing and Human Handoff - seamlessly route cases that need more attention to the right human support agent based on expertise.

Reporting & Insights - track performance with built-in reporting on resolutions and handoffs.

Quick Setup - Activate in minutes and train the agents using KB articles, URL’s, HS websites, and blogs.

Frictionless Visitor Experience - new chat experience that makes it easy for visitors to engage with the agent, view citations for responses, and read KB articles within the widget.

Make it your own - customize the agent to represent your brand by giving it a name, avatar, and personality.

Question 23

Breeze Intelligence

Answer 23

Uses language learning models (LLM’s) and AI to unify data across the internet and give you the latest context on your contacts and companies right at your fingertips. Identify your target market, garage intent of your website visitors, and easily enrich contact and company data directly within HubSpot.

You get the confidence that the entire customer platform is running on one of the most unified and powerful datasets in the market. The result is a more effective and efficient t go-to-market that keeps your business growing.

Question 24

Data Enrichment & how this makes us more competitive

Answer 24

Real-time data enrichment gives you the context needed on your existing contact and company records to convert your best opportunities with the right action on time.

Enrich a company and contact records automatically: when you create a new company or contact record in HubSpot, use Breeze Intelligence to jump right from creating a record to enriching over 40 attributes like role, employer, location, social media links - or, annual revenue, industry, employee count, address and many more.

Manuall enrich or re-enrich a company or contact t from an existing record: check out a company and contact record and see what properties have update data available. Re-enrich with a quick click of a button. See a history of which properties are update on the activity timeline.

Bull Enrich company or contact records: import a CSV to HubSpot choose what properties for which records you’d like to enrich.

Enrichment settings that meet your needs: set Breeze Intelligence to work the way that aligns with your business. Automatically enrich new records, continuously re-enrich existing records, or allow records to be manually enriched. (Note: this is only available for 1k & 10k credit SKU’s, not the 100 credit SKU’s. See Seismic for more pricing and packing information.

• Most traditional HubSpot competitors (SalesForce, Dynamics) require an integration with a point solution; HubSpot’s data enrichment tool is seamlessly embedded within the platform, making it easy for users to access and use enriched data directly within their existing workflows.

Question 25

Buyer Intent

Answer 25

Every day online visitors are reading your homepage or reviewing your pricing page, but unless they fill out your form you have no way of engaging with them. You might try a website visitor solution, but traditional tools face challenges with poor data quality, lack of page view data, and limited filtering abilities. As a result, you’re losing out on potential signups and pipeline - and ultimately growth.

Enter Breeze Intelligence’s Buyer Intent features to scale your intent based prospecting.

Powered by reverse IP and enrichment data sources and your own HubSpot Smart CRM data, buyer intent tell you who in your target markets are ready to buy - regardless if they’re already in your HubSpot CRM or not.