INBOUND 24 is in the books and I'm here to share the biggest takeaways.
Surprise, surprise- AI was the central theme...again. But, HubSpot has made significant strides in their AI features and functionality since last year's INBOUND.
They're putting a lot of resources into creating more efficiencies and speeding up how we work and get things done- especially content and sales enablement.
Here are some of the topics that were discussed:
- Search traffic is down considerably because Google is holding people on their site, not sending people to yours.
- Social is designed to make people spend more time on their platform- NOT send them to your site.
- 70% of people trust individuals more than brands on social - this means the people at your company need to be more visible and active in the places your ICP personas spend time.
What this means for you...it's more reason why your leadership and internal experts should be visible and getting your brand (and theirs) in front of people- your site should be designed to convert and provide late-stage buyer journey information - pricing, connect with a salesperson, on-demand demo clips, schedule a demo - not be something they discover randomly through a search engine.
That's not how people research solutions and solve their problems. Most of the time, they don't know they have a problem compared to what their competition and others are doing differently.
AI was a Big Theme...Again
- Using AI in conjunction with Content Hub
- Content Remix: take long-form blog, video into short-form content
- AI creates content and people curate
- Sales is "the art of engaging with customers"
- Time in front of customers is decreasing
- Avg salesperson spends 2 hrs/day selling;
- Other time spent on:
- Prep
- Prospecting/Discovery
- Follow up
- Other time spent on:
- Use AI to gain more info about prospects during discovery to create a more personalized engagement
- Short time to realized value will be more important every year.
Meet Breeze - HubSpot's New AI Features and Functionality
Breeze Copilot, Intelligence, and Agents
Copilot
- AI companion that assists with day to day tasks (e.g., use AI to create workflows)
Breeze Agents
- Content Agent: Use AI to create content including podcast scripts and case studies
- Breeze Prospecting Agent
- Customer Agent: responds to simple questions in Service Hub
- Social Media Agents
Breeze Intelligence
Breeze Intelligence unifies and enriches your data across the customer platform to unlock actionable insights.
- Essentially what they've done with Clearbit after acquiring it
- Brings together 200 million customer profiles and intent signals
- Data Enrichment
- Individual records and bulk enrichment
- Intent signals for accounts in Hubspot or filter by ones that aren’t
- Buyer Intent: De-anonymize visitor traffic, tie target companies to high-intent pages on your website
- Breeze Intelligent Forms- enriches forms with known data allowing you to shorten forms
Amplitude + HubSpot
- Understand how customers are using your product and segment inside HubSpot
Google Enhanced Conversions in HubSpot
- New features for Google Ads integration
Video
- Create reels in Instagram and YouTube
- HeyGen Integration: use text to create videos (think Deep Fake)
Subscriptions
- Gives recipients the option to pick what they want to hear about
Measure
- Updated Analytics Suites