How HubSpot is powering the future of AI marketing

At Poignand Consulting, we've proudly relied on HubSpot as our core technology platform since 2017. It's become central to fulfilling our purpose - to unlock value for our clients by transforming their marketing, sales and customer experiences. We've experienced the platform's advancement first-hand over these years.

The fundamental advantages of HubSpot in generating and nurturing leads and empowering sales teams to close deals have remained a constant. However, the platform’s ability to power efficiency, effectiveness, and scalability have soared. Everything operates seamlessly on a single platform, featuring an intuitive CRM that delivers outstanding levels of accessible data across prospects, leads, and customers.

We’ve helped clients benefit from becoming digitally enabled and helped others achieve more. We’ve also helped smaller businesses do things that only big businesses could afford to do not long ago.

One of the most significant benefits is the positive organisational behaviour change produced by a data-driven approach. It fuels insight that drives better strategic focus and alignment between marketing and sales, creating a culture of continuous improvement. 

As time has passed, automation has significantly enhanced how businesses and their teams utilise time and resources. With the advent of AI, we're stepping into an exciting new chapter of productivity.

Making AI real for you and me

AI is a term that's become increasingly familiar, yet it can sometimes feel nebulous or intimidating. A toothbrush with AI springs to mind! It's also got many people on edge thinking, 'What does this mean for me and my future?'

But AI's promise in our work lives is to enable genuine advancement in productivity. To make us more valuable as individuals and make our businesses more competitive and profitable.

So, the challenge is to help people use AI in useful ways every day. To make it easy for AI to help you.

HubSpot’s answers so far

HubSpot is structuring its approach to AI in very user-centric ways. It’s refreshing. Under their ‘Breeze’ AI brand, it’s applied in three main ways. Collectively, they boost productivity, aid scalable growth and provide actionable insights.

• Copilot assists with tasks based on plain language prompts
• Breeze Agents simplify the setup and optimisation of workflow automation
• Breeze Intelligence enriches data automatically

How it’s applied

To visualise AI effectively, think of it as an eager assistant, ready to help but needing clear guidance to perform at its best. By using breathtaking levels of computing power, AI thrives on analysing large volumes of unstructured data. In HubSpot, this capability translates into various practical applications.

For Marketing:

• Customer Insights: AI-driven analytics provide deep insights into customer behaviour and preferences, allowing for more personalised and targeted marketing strategies. The technology helps you define and refine customer segments.
  
  
• Content Creation: AI supercharges content creation with tools across blogs, landing pages, social posts and marketing emails. It helps create more content faster while maintaining brand voice and consistency. It does a great job of laying the groundwork that a skilled marketer can refine much quicker. The human bandwidth it unlocks enables finer segmentation, relevance, reach and engagement.
  
  
• Ad Campaign Optimisation: AI analyses campaign performance and suggests optimisations to improve ROI. This allows you to realistically continue making the best possible use of the available marketing investment and provides clues for continuous improvement.

For Sales:

• Predictive Lead Scoring: AI analyses thousands of data points to identify the most likely leads to convert, helping sales teams prioritise and focus on the most promising prospects. Targeting those most likely to convert has always been the aim. Now, we can help you reach more leads with greater ease and efficiency.
  
  
• Revenue Forecasting: AI-powered forecasting tools accurately predict revenue and monitor sales pipelines, enabling better planning and decision-making.
  
  
• Sales Automation: AI helps create and optimise the automation of repetitive tasks such as follow-up emails and meeting scheduling, freeing up time for sales teams to focus on building relationships and closing deals.

As a society, we have become desensitised to technological advancements. Yet, I am continually amazed at how much technology has and continues to transform our operations. It allows us to accomplish so much more for our clients and bring sophisticated strategic marketing to smaller businesses. It's smart and incredibly efficient.

AI is unlikely to take your job. However, not being engaged and actively making the best use of AI is a genuine threat to individuals and businesses.

AI is the single biggest new opportunity of our time and the latest competitive frontier.  Personally, I’m determined to keep up and leverage this opportunity. I hope we can help you take advantage of it.

About Poignand Consulting

Poignand Consulting is a strategic marketing and sales enablement consultancy that exists to unlock customer value for your business. We do this by helping enrich the customer experience at every point of contact – from the first seed of awareness to enquiry, purchase, and the post-sale relationship.

It pays to step back and assess this from time to time. Help is available. If you would like to review your current marketing effectiveness, we would happily arrange an obligation-free chat.