What Everyone is Talking About
It would have been weird if HubSpot’s annual conference didn’t address the seismic shifts happening in digital marketing. Namely, AI and all the ways that it’s changing the way people search, find information and how all that affects the technology we use. The big news was Loop — a new playbook HubSpot proposes will replace the old, encumbered marketing funnel.
In reality, Loop is an idea, a framework that leverages various tools in the HubSpot platform — some new, some existing and some still in beta mode — to provide more flexible, adaptable, personalized and AI-powered marketing campaigns. It also positions HubSpot at the center of your marketing program, with capabilities that extend further into content creation and distribution than ever before.
We’re excited to see where Loop leads us, but it’s not a matter of flipping the switch — we’re still testing and experimenting with new tools like Marketing Studio. And we’re still thinking about how to meld our best-in-class optimization strategies with the capabilities HubSpot has rolled out.
Features that Impact Everyone on Your Team
Aside from a major strategic shift, there are tons of features and enhancements rolling out that have us excited. As HubSpot expands its sphere of influence throughout your organization, the tools and tactics it rolls out are bound to help folks throughout your sales and marketing org. Here are some of the updates that we’re excited about:
For the Data & Attribution Nerds: Data Studio
HubSpot dashboards and reports have always provided a real-time view into performance, but Data Studio allows inputs of other data sources like Google Sheets and Excel files or data warehouses, and automates manual data tasks. All this makes HubSpot an increasingly strong contender for Source of Truth when it comes to measuring ROI and assigning attribution.
For the BDRs With Enough on their Plate: Smart Properties
Imagine augmenting your HubSpot records with properties that update themselves intelligently. That’s exactly what smart properties deliver. You can define custom fields (text, number, enumeration, etc.) whose values are enriched automatically from a variety of sources like public web data, existing record fields, even file contents and call transcripts. Smart properties let you surface insights without manual effort.
For the Exhausted Customer Service Rep: Customer Agents
You’ve got a chat-bot but in the new zero-click reality, it’s getting pretty lonely. Customer Agents bring virtual reps into your customer’s experience to respond instantly where your customers are having conversations: across live chat, email, connected Facebook Messenger and WhatsApp accounts. Drawing on your HubSpot knowledge base and public web content, these agents deliver accurate, brand-aligned answers and seamlessly escalate to a human when needed. They can even perform tasks like checking order status or resetting passwords.
For the Overwhelmed Internal RevOps Team: Rocket55
With so many changes, in HubSpot and well, everywhere you look, it’s easy to get overwhelmed. It’s also easy to work with us. We’re available to help apply these new technologies, and help you understand how they can transform your sales and marketing operations, and drive meaningful, measurable results. Let’s talk.