HubSpot's annual conference, Inbound is always an amazingly enriching experience. Aside from being starstruck by keynote speakers like Serena Williams, Ryan Reynolds and David Spade, there's also an impressive lineup of subject matter experts, well placed to share their expertise, experience and HubSpot knowledge. In September every year we head off to Boston along with 1000's of passionate HubSpot partners and customers to make sure we're in the ring with HubSpot's latest market insights and leading technology updates.
Why do we send delegates 15,000 kms across the world each year? Well, HubSpot is the heartbeat of ours and our client's businesses and there's no better way to keep it pumping than getting amongst it with some of the world's best minds in sales and marketing.
You don't go to Inbound without coming back all fired up and inspired. So hot off the press, here's the download from the Concentrate's Directors Owen Scott and Greg Williamson who went along this year.
B2B businesses worldwide are finding it harder to drive growth in the current environment. HubSpot CEO Yamini Rangan said in her opening keynote that benchmark win rates are down from to 19% from 23% last year and customer retention is also down. Sales and marketing go-to-market teams are struggling to get customers to their website, meet targets, find growth and match customer expectations - and many times they are doing that all with tech stacks that are falling short.
In fact, most go-to-market (GTM) teams:Yamini says "Technology is profound when it solves old problems in new ways. Now we need new ways to access insights to be able to solve the age-old problem of growth. And AI has the potential to do that".
Owen says "HubSpot has released some practical AI tools, great tools that you can actually use today to improve your sales and marketing activity. In order to prepare for AI though you need to improve your CRM data, both structured (e.g. name, address) and unstructured data (e.g. emails, meeting notes, call logs). This will empower AI tools in the future. If you are not capturing and managing data across your organisation, then you will not be able to exploit the productivity enhancements of AI tools."
Recognising that just as the digital landscape is continually evolving, so should our tech stack, HubSpot have focussed on unveiling the easiest, fastest and most unified version of HubSpot yet and AI is undeniably a huge part of that. HubSpot is built so that Sales, Marketing and Customer Service, your GTM teams have what they need to unlock growth in their businesses.
Greg's take home around this is pragmatic "HubSpot released a swathe of exciting new product features during Inbound, particularly around AI. What is exciting for our clients is that these features will address three key business problems - how can I make it easier for my team to use our CRM to drive growth? How can we move faster and with clear ROI? How can we bring all of our data together from whatever source (CRM, calling, emails, social media etc)."
See HubSpot's summary of the over 200 features released at Inbound. But here's our summary the most exciting innovations:
Concentrate's Business Development Manager, Nathan Jessup has had a look around the Breeze Prospecting Agent. He says "This feature is still in beta, but already looks and sounds like a game changer for sales. It's a great application of AI into the sales process, and will support us with scaling our outreach while still keeping it personalised and relevant."
Concentrate's RevOps Specialist Gavin Gilbert has had an initial exploration of Breeze Intelligence and says “I've just started getting into the product release with Breeze AI, and was looking at the new "buyer intent" tool within our portal. Breeze Intelligence provides a simplified way to identify buyer intent cues on our website and the likelihood that they would engage with us and our services. It's an exciting tool and I can't wait to explore it further."
Concentrate's Head of Marketing, Lisa Pfahlert says "These tools will help marketers think about things in a totally different way. Productivity tools to help you manage key tasks and reports, in-depth insights into campaign ROI, and AI powered messaging insights into what's working along with amazing AI content creation tools, will free us up to get on with the things human intelligence enriches - and the best part? It's all data driven".
For more on the Marketing and Content Hub releases read here.
Just like you, we're wrapping our heads around these amazing new tools and features and can't wait to get them working for our business. We'd love to chat about them with you so reach out to us for more.