Frame AI is the latest acquisition causing a commotion in the world of HubSpot. But what is Frame AI? How is it set to enhance HubSpot’s capabilities? And what new possibilities can the conversational intelligence of HubSpot Breeze unlock for switched-on B2B marketers?
Let’s find out.
Just before Christmas, HubSpot announced the acquisition of Frame AI. Unlocking the power of conversational intelligence with AI, this technology turns unstructured data - whether that be emails, calls, meetings or conversations - into real-time insights and actionable recommendations. The result? A new opportunity to anticipate customer needs and exceed customer expectations.
Most customer relationship management systems (CRMs) are good at mining structured data. This might include names, email addresses and purchase history. But the ability to tap into unstructured data presents a goldmine of opportunity. From customer support conversations to online reviews and social media interactions, Frame AI excels at making sense of this data, transforming it into a powerful means of personalising the customer experience.
As Yamini Rangan, CEO of HubSpot, made clear: “Unstructured data holds the key to deeper insights into customer sentiment, behaviour and intent.”
Pretty cool, right?
HubSpot intends this acquisition to bolster its already sophisticated AI module, Breeze. From its AI assistant Breeze Copilot, to Breeze Agents that focus on specific tasks like social media content, outreach strategies for prospects and customer service support, Frame AI is the latest string to Breeze’s bow.
So, what are the biggest benefits businesses can expect to gain from HubSpot’s acquisition of Frame AI?
Unstructured data holds invaluable clues about customer pain points, preferences and overall satisfaction. Imagine if you could put the information held in live chat logs or support tickets to good use, and better understand your customer?
Frame AI makes this possible. It identifies trends and patterns, by analysing past interactions to predict future behaviours. It brings recurring issues, common queries and emerging needs to the fore, and makes these readily available to your team. They can then take action to address these, tailoring their approach based on a nuanced understanding of your customers’ sentiments and demands.
And by integrating this within HubSpot’s Breeze family of AI technologies, you get a comprehensive view of your customer’s entire journey, which fully takes into account both structured and unstructured data.
With this promise comes the potential for tailor-made brand tactics.
It’s every marketer's wish that each customer interaction could be personalised, right? HubSpot’s acquisition of Frame AI moves this wish ever-closer to being a reality. By gaining greater insight into your customers' challenges and motivations, you get access to the ‘why’ behind your customer’s actions.
This means a hyper-personalised experience is now possible across the HubSpot platform. Frame AI will give you the opportunity to dynamically adjust marketing messages, website content and even product recommendations based on past interactions and anticipated needs. Support agents will have access to a complete customer history, and could proactively offer solutions before issues escalate. And because Breeze and Frame AI will be learning in real-time, this hyper-personalisation will evolve as your customer’s journey unfolds too.
Let’s look at some examples of how Frame AI is changing things:
A B2B energy company would be able to analyze customer interactions, support tickets and feedback to identify key account needs and potential issues. Or if you work for a B2B tech company, you could assess user roles, industries and learning preferences to make sure the most relevant blog articles, webinars and case studies are served when your customers are navigating your website.
Just think how customer loyalty could soar with these tailored capabilities.
And this brings me to my final point.
Optimising customer lifetime value is a goal for all marketers. As already touched on, the newly-enhanced capabilities of HubSpot’s Breeze with Frame AI means you can pinpoint and solve customer problems before they become a bigger issue. The impact this will have on reducing churn rates, encouraging greater loyalty and turning customers into brand advocates cannot be overstated.
Traditionally, a customer might mention a minor frustration, but this would be buried in a sea of data. But now, Frame AI can amplify this concern and action a response, with Breeze using this insight to trigger a personalised email full of helpful tips, direct the user to a practical resource, or even offer proactive assistance from a customer service specialist.
If we take a step back and see this intervention as part of a bigger picture, you’ve taken the initiative to stop a smaller irritation from escalating, limiting the likelihood of that customer choosing to take their business elsewhere, and giving your business the best chance of transforming them into a brand advocate over time.
HubSpot’s new capabilities introduce a set of new rules for customer relationships. More than ever before, you can cultivate a faithful customer base, which generates more revenue, provides priceless feedback and champions your brand.
Convinced about HubSpot’s latest tool to help you grow smarter and faster?
It’s an incredibly exciting time for businesses to be using HubSpot as their CRM platform. The acquisition of Frame AI is set to pave the way for exceptional customer experiences - you just need to be using it effectively.
As a HubSpot Platinum Solutions Partner, The Marketing Pod is well-versed in helping B2B business drive the most value from the HubSpot platform. The potential that Frame AI makes possible is hugely exciting, and we’re already making plans with ambitious B2B brands to tap into this promising new venture.
Want a piece of the action?
Get in touch now, and we’ll help take your HubSpot customer experience to incredible new heights with Breeze and Frame AI.