5 HubSpot updates you need to know about – and what they mean for your business

Nov 27

INBOUND is HubSpot’s annual conference where marketers, sales professionals and business leaders learn about the latest trends in inbound marketing, sales, and customer success. We’ve had some time since HubSpot INBOUND 2024, held in Boston, to digest the announcements – in particular the major updates to HubSpot’s AI services and features.

Podster Adam Leach shares his insights into how HubSpot’s new features can help both B2B and B2C businesses work smarter and connect with their customers.

Having been in Boston for INBOUND 2024, I’ve had the privilege to see new solutions emerge, follow discussions around HubSpot’s new AI-based tools, and learn which ones could help our B2B clients the most.

A month after the event, these new announcements are still generating buzz, and will likely keep people talking for the rest of the year. Here’s what you need to know:

1. Breeze AI – an integrated AI solution for B2B marketing teams

One of the most talked-about announcements was Breeze AI, a complete solution designed to streamline operations across marketing, sales and service teams. Breeze AI enhances the creative toolkit for all HubSpot users, including marketers, supporting them in being more effective while allowing them to stay in control of the creative process.

Here’s are some of the most important models announced which set Breeze AI apart:

Breeze Copilot: Assists with day-to-day tasks to free up your team.
Breeze Agents: AI-powered experts that automate workflows across content marketing, social media, sales and customer service, empowering your team to scale growth without additional resources.
Breeze Intelligence: Enrich your CRM with data sourced from more than 200 million buyer and company profiles, helping you improve form conversion rates, identify buyer intent and keep your database fresh with regular updates.

In short, Breeze AI is a productivity powerhouse for B2B businesses like yours looking to unlock actionable insights and drive growth

2. How Breeze AI enhances your creative toolkit

With HubSpot’s announcements this year, we can be confident AI shouldn’t overshadow human creativity – it should amplify it.

With solutions like Breeze AI, B2B marketers are still in the driver’s seat with tools to enhance content and support members across your team, including sales and service reps and marketing leaders. From streamlining repetitive tasks to enabling deeper insights into customer behaviour, it enhances your creative and strategic toolkit, leaving you to focus on what matters most: storytelling, personalisation and building meaningful connections.

3. Enhanced data sets – making CRM even more useful for Pro users

One of the quieter yet more impactful updates from INBOUND 2024 was the expansion of datasets availability. Now available to Pro+ users, not just Enterprise, datasets is a powerful data preparation and curation tool. It is now accessible in Operations Hub Professional and across all Professional and Enterprise Hubs.

This is great for clients as it allows more users to take advantage of customisable datasets, enabling smarter decision making and cleaner workflows without the manual data wrangling. If you’ve been considering upgrading your data processes, this is a great time to dive in – and if you need a hand, get in touch with our experts.

4. AI-generated video – streamlining content creation

Among the exciting announcements was the integration of AI-generated video through the HeyGen app – now added to HubSpot’s App Marketplace. This app allows you to create engaging short-form videos from your blog posts in just a few clicks.

Here’s how it works and how it can benefit you:

HeyGen summarises your HubSpot blog posts.
It generates short videos featuring realistic AI avatars.
Videos are saved directly to HubSpot’s File Manager, ready to be shared across your social platforms.

Super easy and, hopefully, super effective. This feature is ideal for teams looking to expand their video marketing without the time or cost of traditional production. And, of course, if you want to take it a step further with personalised video, our Creative team can help.

5. Smarter writing tools: the content evolution

We’ve known for some time that B2B content creation will change. But until now the direction hasn’t been clear. At INBOUND 2024, we got the clearest vision yet into the future of content marketing in the world of AI.

It’s no longer about producing more, it’s about creating better content and letting AI help with that.

HubSpot’s recently-announced enhanced AI writing tools help you make customer communication faster and easier. Features like proofreading, shortcut commands, response regeneration and summarisation help teams respond more effectively, saving valuable time. Teams can even use the tools to repurpose content to additional formats, to maximise its use.

These updates really improve quality and efficiency, letting your B2B business focus on delivering excellent customer experiences rather than getting bogged down by repetitive tasks.

Other highlights we don’t want you to miss

While these announcements are making waves, there are a few other updates worth noting:

Dynamic forms: Create high-converting forms that are seamless, intuitive and friction-free for your visitors.
Breeze social agent: An AI tool that uses your social performance, audience insights and industry trends to assist with engaging content creation.
LinkedIn CRM Sync: A two-way integration that boosts your LinkedIn Sales Navigator and LinkedIn Ads experience, helping teams close deals faster.

The takeaway? It’s time to act

HubSpot INBOUND 2024 announcements are set to reshape the way B2B businesses work and use HubSpot.

If you’re still figuring out how to integrate these updates into your strategy, don’t wait. We’re here to help you maximise HubSpot’s latest innovations and ensure they drive real results for your business.

Ready to take the next step? Get in touch with our HubSpot experts.