HubSpot Updates - Inbound Special Edition

We couldn't not do a special edition of our product updates blog to tell you what you need to know about HubSpot's biggest announcement from Inbound last week - Breeze.

There is a lot to take in - so buckle up...

The update we've been waiting for

HubSpot have been (relatively) quiet on the updates front with their AI tools, so we knew something big was coming. Google has Gemini, Salesforce has Einstein, Dynamics has Copilot...now HubSpot's Breeze has entered the game.

Yes, some of the features have existed already and have been added to the 'Breeze' package. But, there is lots of new functionality to try out.

Breeze Copilot

(yes, there is a little crossover here with Dynamics...It's almost a shame they couldn't have called it Breeze Sidekick, a nod to their first sales tool way back when!)

Available in: All subscriptions at all levels

So what is it, and what can you do with it?

It leverages real-time customer data from HubSpot, providing context-aware suggestions, automating routine processes, and facilitating content creation. Whether drafting emails, generating social media posts, or summarising customer interactions, Breeze Copilot helps teams work more efficiently and effectively by reducing manual workload and improving task accuracy.

Is there much difference between this and HubSpot's existing AI tools? For sales and service teams, yes. Not as many new use cases for marketers, BUT there is plenty that will make the marketing teams shout from the rooftops if you keep reading...

Sales:

• Personalised email drafting: Breeze Copilot can generate personalised cold outreach or follow-up emails for prospects, using data from the CRM to tailor the message to the recipient’s past interactions, industry, and behaviours​.

• Sales call summaries: After a sales call, Breeze Copilot can automatically summarise the key points and action items, helping sales reps quickly log relevant information into the CRM without manually writing notes​.

• Pipeline management: The copilot assists with managing and updating deal pipelines by automatically logging interactions, providing reminders for follow-ups, and recommending next steps based on deal history​.

• Prospect research: Sales teams can use Breeze to research leads by gathering insights such as firmographics, buyer intent signals, and recent interactions, enabling more informed outreach​.

• Meeting preparation: Breeze Copilot helps sales reps prepare for calls by analysing the prospect’s CRM data and offering suggestions on discussion points, potential objections, or product recommendations​.

• Sales performance analytics: Generate reports on sales activity, pipeline performance, and customer behaviour with just a prompt, helping teams track progress and identify opportunities to close more deals​.

Service

• Automated ticket responses: Breeze Copilot helps service teams respond to customer inquiries faster by generating intelligent reply suggestions based on customer history and previous interactions logged in the CRM​.

• Summarising service tickets: The copilot can quickly summarise lengthy customer tickets and interaction histories, making it easier for service agents to get up to speed on issues without manually reviewing all details.

• Task automation: Breeze can automate routine tasks, such as updating ticket statuses, assigning support requests, and following up on unresolved issues, helping service teams focus on more complex or high-priority cases​.

• Customer interaction history: Service reps can use Breeze Copilot to pull detailed insights from a customer’s history, allowing them to offer more personalised support and address issues with greater context​.

Marketing:

• Content creation: Breeze Copilot helps marketers generate SEO-optimised blog posts, landing pages, and case studies using simple prompts. It ensures content is aligned with the brand’s voice and style​.
• Social media management: Marketers can automate the creation and scheduling of social media posts across platforms like LinkedIn, Facebook, and X. Breeze Copilot tailors content based on audience and industry insights, making it easy to maintain consistent messaging​.

• Marketing campaigns: The copilot assists with generating email campaigns and promotional material, reducing the time spent drafting and editing. It can also tailor messaging based on customer behaviour and CRM data for more personalised outreach​.

• Data-driven insights: Breeze Copilot analyses marketing data to provide insights into campaign performance, audience engagement, and buyer intent, helping teams make data-driven decisions for optimising their strategies​

• Repurposing content: Marketers can easily transform existing content, such as blog posts or reports, into different formats like social media snippets, email newsletters, or ad copy​.

Breeze Intelligence

Available in: All subscriptions at all levels - with credits which are an additional purchase in increments of 100, 1,100 and 10,000.

We were wondering what was happening after HubSpot's Clearbit acquisition last year, and it seems now we have our answer. It's a huge update that truly is brand new, and will have both sales and marketing teams jumping up and down (but probably a little frustrated that it's an add-on, albeit an incredibly valuable one)! 

This update is made up of lots of parts, but here's a summary of the key areas:

Data enrichment

HubSpot Breeze's data enrichment feature enhances customer profiles by automatically pulling in missing information from over 200 million company and buyer profiles. This includes firmographic, demographic, and technographic data, which are continuously refreshed to ensure accuracy. It eliminates the manual effort of gathering and updating customer data, providing a more complete view of the customer within the CRM. Let's all take a moment to pause and think about what this means for our data hygiene.

What can your teams do with it?

Sales

Marketing

• Enhance lead profiles: Automatically enrich lead profiles with detailed firmographic, demographic, and technographic data, allowing marketers to better understand their audience and tailor campaigns accordingly​
• Segment target audiences: Use enriched data to create more precise customer segments based on updated and accurate attributes, improving targeting for marketing campaigns​
• Improve personalisation: With enriched data, marketers can craft more personalised and relevant content, emails, and outreach, leading to improved engagement and conversion rates​
• Shorten forms: Automatically pre-fill missing information from HubSpot’s enriched customer database to drastically shorten forms and increase conversion rate.

Service

• Enhance customer support: Service teams can leverage enriched data to gain a comprehensive understanding of customer profiles, enabling them to provide more informed and effective support.
• Personalise interactions: With detailed demographic, firmographic, and technographic data, service reps can tailor their interactions to meet the specific needs and preferences of each customer, enhancing satisfaction and loyalty.
• Proactively address issues: Enriched data allows service teams to identify potential issues before they escalate, enabling proactive outreach and problem resolution.
• Streamline case management: By having access to complete and accurate customer information, service teams can streamline case management processes, reducing resolution times and improving overall efficiency.
• Improve customer retention: Utilising enriched data to understand customer behaviour and preferences helps service teams to implement targeted retention strategies, reducing churn and fostering long-term relationships.

Buyer intent

HubSpot Breeze's buyer intent feature allows businesses to identify high-potential leads by analysing signals such as website page views, content interactions, and engagement metrics. By integrating with CRM data, Breeze identifies companies or contacts that are showing signs of interest in a product or service, helping sales and marketing teams focus their efforts on prospects most likely to convert. This feature automates the detection of intent signals, enabling more timely and personalised outreach, which increases the chances of closing deals​. 

So, keep reading to learn how your teams can use this update.

Sales

• Identify high-intent prospects: Automatically track buyer intent signals, such as page views and content interactions, to prioritise leads that are actively showing interest in your product or service.
• Personalise outreach: Use intent data to tailor sales pitches and emails, aligning messages with the prospect’s current interests or actions, increasing the chances of engagement​.
• Focus sales efforts: Breeze helps sales teams concentrate on leads that are most likely to convert by highlighting prospects with strong buying signals, improving efficiency​.
• Improve follow-up timing: With real-time intent data, sales reps can reach out at the optimal moment when a lead is showing high engagement, increasing the likelihood of closing the deal.
• Align with marketing campaigns: Sales teams can collaborate better with marketing by leveraging buyer intent insights to ensure outreach aligns with ongoing marketing campaigns or interests​.
• Refine lead scoring: Incorporate buyer intent signals into lead scoring models, allowing sales teams to further prioritise the best leads based on their engagement level.

Marketing

• Tailor marketing campaigns: Leverage insights from buyer intent signals to create targeted campaigns that address the specific interests or behaviours of high-intent prospects​.
• Enhance lead nurturing: Use intent data to segment leads based on their activity level, enabling more personalised and timely nurturing efforts to move them down the funnel​.
• Optimise content strategy: Analyse buyer intent data to understand which content resonates with your target audience, allowing marketing teams to create more effective and relevant content​.
• Increase conversion rates: By focusing marketing resources on leads with the highest intent, teams can improve conversion rates and ROI by delivering the right message at the right time​.

Service