Inbound Marketing Insights

HubSpot has always been known for creating software tools that enable businesses to engage with their audience throughout the entire buyer's journey. At this year's INBOUND conference, HubSpot unveiled many new product updates to help companies continue to revolutionize their growth. User-friendly interfaces, rapid adoption capabilities, and a unified, data-centric approach characterize these updates. In this blog, we highlight the most exciting, innovative, and helpful product updates organizations should consider when seeking a fully integrated marketing, sales, and customer experience platform.

• Breeze AI: Breeze is HubSpot's AI that powers the entire customer platform. It is a virtual assistant that can help you everywhere you work in HubSpot. It is designed to automate manual tasks so you can focus on more strategic work. Here are some ways you can use Breeze AI to streamline some of your initiatives.
  • Social Media Agent: Generate posts tailored to your brand and help you keep a regular social media schedule to stay engaged with your followers. (Marketing Hub Pro+)
  • Content Agent: Generate landing page content, diversify your content with podcasts, and produce keyword-optimized blog posts to help you generate different content types to connect with a broader audience. (Content Hub Pro+)
  • Prospecting Agent: Focus on your ideal prospects by developing personalized outreach strategies or even fully automating outreach to connect with prospects more efficiently.  (Sales Hub Pro+)
  • Breeze Intelligence: Clearbit is now Breeze Intelligence. This gives you B2B enrichment and buyer intent data to help you drive new demand increase conversion - all directly within HubSpot. This provides 40+ contact and company attributes continuously refreshed in HubSpot, automatically enriching company and contact information once someone is added to the HubSpot CRM. (Available for purchase on all paid subscriptions)
• Content Remix: Have you ever simply not had the time to generate new content across multiple channels in different content types? Finding time to create blogs, ads, social posts, videos, and more is challenging for a marketer or business owner. With Content Remix, you can create content across multiple formats, including landing pages, ads, social, audio, images, video, case studies, and podcasts, to leverage your content across various channels, reaching a wider audience much faster. (Content Hub Pro+)
• Case Study Creation: Creating case studies is time-consuming, but it's incredibly helpful to move prospects through the funnel - especially in B2B marketing. The new case study tool in HubSpot allows you to streamline the creation of high-impact case studies, linking data directly from your HubSpot CRM to publish content with minimal extra effort. (Content Hub Pro+)
• Podcast Development: Many companies want to leverage podcasts as another content type to engage their audience. However, podcasts take quite a bit of time and are resource-intensive. With HubSpot, you can repurpose written content into engaging podcasts, even generating transcripts. These podcasts can be added to your website, and you can track their effectiveness using new podcast analytics. (Content Hub Pro+)
• Membership-Based Content: Do you have content you just want to share with customers? Or content that is exclusively for paying subscribers? With Membership Content from HubSpot, you can gate your content for blogs, knowledge base content, and more, making it a more seamless gated content experience for specific users. (Content Hub Pro+)
• Video Publishing: Video has been the highest converting channel of the last two years, and previously, HubSpot had not supported YouTube and Instagram...until now! Now, you can publish YouTube videos and Instagram reels/stories, while also monitoring your comments in one place within HubSpot. (Marketing Hub Pro+)
• Customized Lead Scoring: Lead scoring has previously not had great results because scoring in the past did not allow for customized models and lacked transparency. With HubSpot's improved lead scoring, you can use customized events, advanced weighting of certain assets and engagement, and identify leads based on campaign interactions and demographic data powered by AI. (Marketing Hub Pro+)
• Dynamic Forms to Improve Conversion: Forms are the most crucial aspect of any landing page or pop-up to convert a visitor into a lead. Maximizing your forms is critical in making them efficient and easy for the prospect, and HubSpot has added many new features to forms, including:
  - Multi-step forms
  - Advanced styling and layout customization
  - Conditional logic and redirects
  - CRM validation and spam submissions
  - Form shortening
  These are available on various platform levels, depending on which form improvements you want to implement. Let us know what questions you have, and we'll be happy to help.
• Messaging (Email) Insights: Analyzing email can often feel daunting. With the new Messaging Insights from HubSpot, you can gain insight across email campaigns through AI reporting and recommendations, including content optimization suggestions, deliverability guidance, and campaign analysis. (Marketing Hub Starter+)
• Personalized Subscriptions to Reduce Opt-Outs: We can all agree that managing subscriptions in HubSpot is cumbersome and often results in prospects simply clicking Unsubscribe from All. With new customized subscription options, you can create preference pages for different segments so that leads only see relevant options based on who they are and their lifecycle stage. (Marketing Hub Enterprise)
• Data Quality Enhancements: Operations Hub makes managing data in your CRM easy. With new real-time customizable deduplication, data cleanup is more manageable. You can even get weekly data quality summaries to monitor your data more regularly. (Operations Hub Starter)
• Sensitive Data Storage: Enterprise customers can now store sensitive data such as personal health information and highly sensitive data such as social security numbers. This helps manage compliance and prevent disruptions in data. (Enterprise Hubs)

These are some of our favorite product updates from INBOUND 2024. If you're interested in learning more and seeing how you can use some of these new tools in HubSpot, schedule a complimentary consultation. We would be happy to walk you through the updates and show you how you can start using them for your business.