Gate 39 Media President Shane Stiles attended HubSpot Inbound 2023 in Boston and brought back a whole host of updates on HubSpot functionality and recent developments. The teams at HubSpot have been remarkably busy innovating!
Last year’s Inbound focused on the Age of Connection and the importance of making strong, meaningful connections with target audiences and customers. This year expanded on that commitment by delivering a wide variety of new tools and functionality to help businesses make those connections more customized based on customer behaviors and preferences.
Here are Gate 39 Media’s Favorite HubSpot Innovations Across Hubs for 2023!
Marketing Hub
The revolution in artificial intelligence is underway, and the age of generative AI is upon us. So, it is no surprise that one of the most significant HubSpot product developments in 2023 is the introduction of their Content Assistant. The way HubSpot has embraced and integrated AI tools into their CRM (Customer Relationship Management) and Hubs is a game changer for all Pro and Enterprise Level users.
AI Content Assistant
HubSpot has harnessed the power of AI by incorporating large language models like Chat GPT and Open AI into their CRM and Hubs, enabling users to elevate their market, customer service, and sales engagement through smart content generation. What sets this innovation apart is the Content Assistant’s ability to draw insights directly from individual customer interactions, crafting personalized communications swiftly. This transformative technology is reshaping customer connections and ushering in an era of highly tailored engagement strategies.
SMS Automation
Great news! HubSpot has finally rolled out its long-awaited SMS integration, and it’s now available to all Marketing Pro+ customers who operate within the United States. You can find it in the add-ons section of the Product & Services Catalog, along with its pricing and details. With HubSpot’s SMS feature, businesses can easily engage with their customers through targeted SMS campaigns and real-time dialogues.
Reporting
HubSpot’s AI will automatically generate customized dashboard reporting by simply asking the Reporting Assistant a question. Users can change properties within the reporting to perform an even deeper dive into metrics.
For example, users can select a date range to change the data and customize it further with graphic elements such as pie charts, bar charts, graphs, etc. This makes analyzing your business, metrics, sales, marketing teams, and customer data truly push-button. Users can easily augment existing dashboard reporting with the click of a button.
Sales Hub
The traditional “more is more” sales strategy is no longer yielding the desired results. Prospects are harder to reach, deals take longer to close, and companies are working with tighter budgets. Teams spend more time on administrative tasks than building connections and engaging with the customers. HubSpot has reimagined Sales Hub to help Pro and Enterprise level sales teams make those all-important connections more efficiently.
Prospecting Workspace
Sales reps often need to juggle multiple prospecting activities throughout the day, which can lead to disorganization and lost opportunities. HubSpot’s prospecting workplace solution is a dedicated workspace consolidating all these tasks into a single, streamlined experience. With the prospecting workspace, reps can easily organize their day, stay focused on what’s important, and quickly identify urgent tasks. In public beta, the prospecting workspace is designed to help reps increase efficiency and prioritize customer connection.
Lead Object
Sales Hub has further streamlined lead funnel automation by creating a separate lead object for enhanced engagement and tracking. Users can customize lead lifecycles and create companies as leads with populated contacts for B2B prospecting. Hot tags can prioritize leads based on specific criteria.
Lead Form Routing [beta]
Lead Form Routing, currently in public beta, rapidly and accurately evaluates website leads, allowing users to automatically route qualified leads to the most appropriate sales representatives, ensuring a timely response and maximizing conversion probabilities.
A/B Test Sequences
Users who want to improve performance outcomes in their email and campaign sequences can now leverage A/B testing. Users can test multiple variables such as subject lines, calls-to-action, personalization tokens, and content. Using templates, HubSpot helps users easily and quickly create 2-part variables so businesses can test, improve, and boost their conversion metrics in a snap.
Service Hub
Service Hub helps companies build stronger customer relationships and enhance their CS (customer service) team’s efficiency. HubSpot just improved its functionality for all service levels to help you put the customer experience first, and it’s fully integrated with HubSpot’s CRM platform for a seamless experience.
AI Chatbot
Content Assistant will source your knowledge base articles, blogs, and website pages to generate data and answer customer queries. According to Tidio, 62% of customers would rather use a chatbot than wait for a live customer service agent. Leveraging the Chatbot function in HubSpot Content Assistant can significantly reduce customer service issues and increase customer satisfaction.
Inbound Calling
HubSpot lets users receive incoming phone calls directly on their desktop without forwarding them to a mobile device. This feature empowers users to access records and quickly write notes during the call. Once answered, the inbound calls are saved to the Call Index Page for easy access to take real-time notes and review the call after it ends.
All New Help Desk [beta]
HubSpot’s updated help desk feature provides a centralized platform to deliver exceptional customer support through all the channels your customers frequently interact with. The feature operates within the HubSpot CRM database, synthesizing the benefits of both tickets and conversations inbox, thus enhancing the effectiveness and efficiency of your support representatives with customizable views, advanced SLAs (service level agreements), and enhanced reporting and workflows.
Playbooks for Service
By utilizing the playbooks feature, Pro and Enterprise users can craft engaging content cards that will appear in contact, company, deal, and ticket records by utilizing the playbooks feature. These cards can be accessed during conversations with potential and current customers, streamlining the process of creating uniform notes.
CRM (Customer Relationship Management)
Your CRM contains a vast amount of data, and it can be time-consuming for teams to locate the required information. Using HubSpot’s CRM Customization, you and your teams can organize specific data models using custom objects, properties, and associations. Here are some innovations that can help teams further customize their CRM.
Customize the Middle Column of Records
HubSpot has enhanced the ability to customize the center column of Contact, Company, and Deal records so that you can view the data critical to your department.
Conditional Properties
In HubSpot CRM, admins can define which properties should be displayed based on the value of an additional property. These rules are activated whenever users modify or edit contacts, companies, deals, tickets, or custom objects.
Commerce Hub
Commerce Hub is HubSpot’s B2B commerce suite. Users can simplify their opportunity-to-revenue process, boost revenue, and save time with payment links, invoices, subscriptions, quotes, and more. Seamlessly integrate with Stripe for payment processing and QuickBooks for financial reconciliation.
Invoicing
HubSpot’s Commerce Hub integrates invoicing functionality for all user levels, streamlining the process by sending branded invoices with payment links. Contact records are also updated to track billing, invoicing, and payment history easily.
These new features highlight HubSpot’s commitment to innovation and user-centric design, making it easier for businesses to connect, engage, and thrive in the age of AI-driven marketing.
Want to make stronger connections with your audience leveraging HubSpot’s suite of tools? Let’s talk!
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