The buying and selling landscape is rapidly changing due to a shifting economy and an apparent AI revolution. Riding this wave, HubSpot launched a series of AI tools at INBOUND 2023 to transform customer engagement. Their "HubSpot AI" suite boosts productivity, harnesses data, and deepens customer relationships with features like AI Assistants, AI Agents, AI Insights, and ChatSpot. Let's dive into the new AI capabilities!
1. Volume and Variety with AI: AI isn't just smart—it's prolific. Generative AI lets marketers craft content on an unprecedented scale tailored to different SEO scenarios, locations, and audiences.
2. Standing Out in an AI-Saturated World: As AI becomes the norm, standing out becomes the challenge. Neil Patel's talk illuminated this, emphasizing the necessity for unique, research-backed content. Think case studies, vertical-specific narratives, and genuine insights.
Beyond gimmicks, what does AI give us by way of marketing and sales tools? What goals guide HubSpot's AI development?
1. Superior UX: AI-backed tools like chatbots promise a tailored user experience, translating to improved conversion rates.
2. Peak Efficiency: When AI handles tasks like content creation and report compilation, teams are free to strategize.
3. Future-Proof Decisions: Predictive analytics offer foresight into evolving trends, ensuring businesses remain ahead.
HubSpot's new AI features deliver powerful opportunities in content generation, operations, and reporting. [NOTE: Access to below features depends on your HubSpot subscription level.]
How we create, edit, and distribute digital content is transforming. With AI-driven tools, the challenge of generating compelling content is made simpler and more efficient. HubSpot is at the forefront of this change, with features designed to streamline the content creation process.
▶️ Dive Into The Latest HubSpot Updates
HubSpot understands the importance of data-driven decisions in today's businesses. With their new suite of AI tools, interpreting and acting on data has never been easier.
A lot of marketers and business startups are really trying to wrap their heads around some of the nuances of current AI tools. We had several live questions about AI during our recent INBOUND 2023 Webinar Recap, which we answer here:
QUESTION: Many are concerned that marketers might repeatedly produce similar content due to generative AI tools. How do you envision ensuring distinctiveness in content while leveraging AI?
ORANGE MARKETING: Generative AI tools can create a risk of homogenization if used indiscriminately. However, marketers can cut through the noise by using AI as a tool to enhance creativity rather than replace it. By incorporating unique brand voices, audience insights, and original data into the AI's learning, marketers can ensure content remains fresh and relevant. Moreover, combining human intuition with AI analysis can lead to richer, more engaging content.
QUESTION: It all seems so over-engineered. How do you foresee customization within CRMs working in line with Generative AI tools like ChatSpot? Can we customize the bot—but then you're not really saving time?
ORANGE MARKETING: Customization within CRMs using Generative AI will likely become more streamlined. While the initial setup and customization might seem time-consuming, the long-term benefits include improved customer interactions and quicker response times. Customizing a bot to align with specific business needs ensures that the customer experience is consistent and tailored. Over time, this initial investment can save significant time as the AI handles more queries efficiently.
QUESTION: How do you foresee using custom reporting with AI reporting? It seems rubbish at the moment.
ORANGE MARKETING: AI-driven reporting is still in its evolutionary phase, and while some current implementations may not meet all needs, the potential is vast. As the technology matures, custom reporting with AI should provide more insightful, real-time, and actionable data. Continuous feedback and real-world testing will refine these systems. Collaborating with AI developers and vendors is crucial to help them improve the tool.
QUESTION: How does this all work with Lead Scoring?
ORANGE MARKETING: AI can greatly enhance lead scoring by quickly analyzing vast amounts of data. It evaluates the potential of leads based on behaviors, interactions, and other data points that manual processes may overlook or deem insignificant. By incorporating AI, businesses can prioritize high-value leads more accurately and allocate resources more efficiently.
QUESTION: Do you recommend sandbox first?
ORANGE MARKETING: Yes, using a sandbox environment first is highly recommended. It allows businesses to test the AI tools, train them, and refine their responses without directly impacting the customer experience. Once you're satisfied with the AI's performance, you can integrate it into the live environment.
QUESTION: Can you train the AI bot if you don't like the answer?
ORANGE MARKETING: Absolutely. Most sophisticated AI bots learn and improve over time. If you're dissatisfied with a response, you can provide feedback, input the correct information, or adjust the training data. This continuous training ensures that the AI bot remains aligned with your brand's voice and objectives and, over time, provides more accurate and helpful responses.
For a deep dive into the key product announcements from INBOUND 2023, check out the official recap. The future is AI-driven, and it's exhilarating!