AI and the HubSpot CRM | The Perfect Match

HubSpot Fall 2024 Spotlight - Innovations to Elevate Your CRM Experience

Each year, HubSpot's INBOUND conference gathers experts, trailblazers, and visionaries from around the world to explore the latest trends and advancements in inbound marketing.

HubSpot's Fall 2024 product release, unveiled at the Inbound conference, brings a host of powerful features designed to supercharge your CRM and marketing strategies. With enhanced AI tools, businesses can automate, optimise, and scale processes more effectively, helping teams focus on high-value tasks. Let’s dive into the standout features that are reshaping HubSpot this season.

1. Breeze is Your New Virtual AI Assistant

Ready to give a helping hand, Breeze, HubSpot’s AI assistant is integrated seamlessly across the CRM. Breeze enhances productivity by automating repetitive tasks, freeing up time for your team to concentrate on more strategic work. Here’s what Breeze brings to the table:

• Breeze Copilot - this context-aware virtual assistant adapts based on where you are in the HubSpot platform. Whether on desktop or mobile, Breeze makes it easier to retrieve information and complete tasks with improved prompts and user guidance.

• Breeze Agents - AI-powered agents designed for specific tasks, such as Social Media, Content, Prospecting, and Customer support. These agents can:

  • Generate social media posts that only need a quick review before publication.

  • Create or modify landing pages, case studies, blogs, and even podcasts with minimal input.

  • Simplify lead follow-up and manage customer inquiries with AI-driven responses and more.

What this means for your business: Breeze Copilot and Agents enhance user efficiency across all departments, reducing manual work and improving response times - ideal for fintech firms aiming to streamline client interactions.

2. Breeze Intelligence for Smarter Data, Better Decisions

Breeze Intelligence introduces AI-driven enhancements to HubSpot’s data capabilities, making it easier to manage, enrich, and utilise customer information. It eliminates guesswork by giving you actionable insights at your fingertips.

• Automated Data Enrichment - Breeze Intelligence can automatically enrich contact and company records with relevant details, optimising your database. You can set enrichment preferences and configure bulk actions for mass updates.

• Customer Segmentation - AI helps identify and segment customers based on intent, leveraging company information and web activity. This ensures your marketing campaigns are highly targeted, increasing the likelihood of conversion.

• Efficient Forms - Breeze Intelligence helps streamline forms by removing unnecessary fields, reducing friction, and improving completion rates.

Why it matters for fintech and financial services: Accurate, enriched data and smart segmentation help you deliver more personalised, relevant marketing messages, crucial for building trust and deepening relationships in the financial sector.

3. Enhanced Marketing & Content Hubs

Content Hub and Marketing Hub receive significant upgrades some of which are AI-driven. The updates are aimed at enhancing productivity and streamlining content creation.

• AI-Driven Content Creation - whether it’s video, case studies, or podcasts, HubSpot’s AI tools assist with creating, editing, and managing assets. For instance, you can transcribe and analyze podcasts, and easily add them to your site via the new podcast player.

• Brand Consistency - HubSpot’s brand kits now allow you to define brand voice guidelines, ensuring consistent communication across all customer touchpoints.

• Dynamic Forms & Lead Scoring - forms can now be dynamic, reducing friction by adapting to the user’s behavior. Enhanced lead scoring segmentation ensures better qualification and targeting.

• Unified Marketing Workspace - marketing teams can now access all their efforts in one workspace without navigating through multiple pages - streamlining operations and improving oversight.

• New Marketing Analytics Suite - your marketers can make use of the out of the box reports. They can generate reports from FAQ's and edit reports with ease to improve efficiency.
• YouTube video - you can now publish YouTube videos and track the performance and engagements via comments, all in HubSpot.

By leveraging AI to enhance and manage high-quality content and assets, financial services firms can better engage with their audience, while dynamic forms and improved lead scoring help optimise conversion rates.

4. Sensitive Data Handling 

HubSpot now supports highly sensitive data fields, offering enhanced security and privacy controls.

Sensitive data within HubSpot refers to personal or confidential information that must be safeguarded in compliance with regulations like GDPR or HIPAA. This category of data includes:

• Personal demographics - such as age, gender, ethnicity, and location.
• Medical and health information - pertaining to health history or treatment plans, especially in healthcare and insurance industries.
• Financial data - details like income, billing information, and payment records.
• Usage patterns - data on how customers engage with services or products, which can be more sensitive when combined with other personal information.
• Contact details - phone numbers, addresses, and email addresses, especially when linked to other personal identifiers.
• Developers working with HubSpot’s API can manage, access, and update sensitive data securely, provided they use appropriate encryption protocols and access controls.

Use Case: Handling Sensitive Data in HubSpot for Financial Services

A financial services firm uses HubSpot to manage client relationships. When a customer applies for a loan, sensitive data like income details, payment history, and billing addresses is collected. To comply with GDPR, this data is encrypted and access is restricted to authorised staff only. Automated workflows notify the finance team when new sensitive data is received, ensuring the information remains secure and properly handled in line with legal requirements.

5. Additional HubSpot Features

In addition to the key updates above, HubSpot’s Fall 2024 Spotlight includes features across other hubs that further boost CRM functionality:

• Sales Workspace - a dedicated workspace to streamline sales activities and provide a centralized view of pipeline and opportunities.

• Customizable Deduplication - improved tools for managing and merging duplicate records, ensuring cleaner, more reliable data.

• AI-Assisted Reporting - AI enhancements now extend to reporting, offering more sophisticated insights and predictive analytics to aid decision-making.

Final Thoughts on HubSpot’s new features and push towards AI

HubSpot’s Fall 2024 updates are set to enhance the way businesses approach CRM, marketing, and sales. These AI-powered features will help fintech companies improve efficiency, enhance customer interactions, and ultimately drive better outcomes. By adopting these tools, you’ll position your team to work smarter, not harder, in an increasingly competitive landscape.

Inbound FinTech (IFT) is an award-winning digital growth agency, based in London, UK, in the heart of the Financial District. Our experienced team of marketing specialists helps FinTech and Financial Services companies to drive high-quality leads and grow their business online. IFT is a Google partner and Elite HubSpot agency.

Read more about all the latest HubSpot releases here