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By
Aman Bhati
6 min
A week before INBOUND 24, Yamini Rangan, the CEO of HubSpot, mentioned that her 15-year-old son remarked on her being over-occupied with work that week.
And why not? HubSpot’s biggest annual event, the INBOUND 24, was about to begin in a week. She, along with her fantabulous HubSpot team, remained upfront to make this event successful.
One of the targeted agendas of INBOUND 24 is AI and its applications. Yamini delivered a session on HubSpot Spotlight along with Andy Pitre and Deep Shah, and began with how customers are using AI for business acceleration and transformation.
In this article, we will have a recap of what Yamini Rangan discussed on AI and how HubSpot’s AI-powered features helped customers improve their business operations. So, let’s dive in!
In 2023, well-known bulletins rolled out with headlines like ‘AI-gold-rush,’ and ‘How could AI destroy humanity?’. But just a year later, the same newspapers printed counter questions like, ‘Is the AI revolution losing steam?’ and ‘Is AI just overhyped?’.
But Yamini questions the audience about the importance of these headlines in their routine. It’s next to zero. For most businesses and professionals, the primary concern is not AI; it’s how to drive growth using AI.
Companies need help to attract, convert, and retain their customers. Website traffic is going down, the win rates have decreased to 19% from 23% in the last 2 years, and only 50% of sales reps are making their quota this year compared to 66% just two years ago.
These negative stats reflect a broad shift in the way customers interact with brands and consume content. This shift is generated based on three factors: search, social, and customer channel.
Yamini mentions that with time, people have changed their way of searching things over the internet, using social media, and reviewing a business. Let’s understand all three in detail:
Here’s how people used to search for information over the internet in 2014 and how they will do in 2024:
First, they used search engines, then they got information from the featured snippets, and now they prefer to use AI tools like GPT to search and generate information. This eliminates the need to visit the actual websites to gather information, reducing the search traffic on websites.
Once, we used social platforms to distribute our content. But now, these platforms are holding on to your users for longer. A real-life example of this scenario is our daily screen time. We prefer to stay on social media and find the information rather than read about it from a website.
The third challenge is people want to talk to people rather than brands. 7 in 10 customers trust people over companies. They review and read about your brand on social media, YouTube, Reddit, and similar sites.
So, by the time they reach your site, they know more about you than you know about them. Hence, your marketing, sales, and support teams will have to work above and beyond these resources to convert them into customers.
You might be wondering how AI can fix these challenges. But yes, it does! Yamini says she loves talking to customers and getting their views on constantly evolving technologies.
She said that thousands of customers are already using AI to accelerate their business growth. AI generates acceleration by:
-> Speeding up the possible tasks
-> Automating these tasks
-> Working along with you on the ongoing tasks
In the upcoming years, customers will focus on transformation through AI acceleration. Here’s what they expect AI to do for them:
-> Making impossible possible
-> Reimagining complex goals
-> Working for them on upcoming tasks
HubSpot AI-powered features will help your sales, marketing, and customer service teams to fulfill the progressive demands of customers.
Yamini says, “Marketing is about attracting customers.”
To accelerate Marketing, brands have to work on three aspects – content creation, personalized content, and content distribution.
The majority of HubSpot users are already using HubSpot AI for this purpose, and bringing transformation as well.
So, how do HubSpot AI features help in transforming marketing tactics?
For this, Yamini introduces three agents:
-> A Content Agent that helps businesses generate high-quality content for marketing and social media perspective
-> A Social Agent that suggests to you when, where, and how to share your content
-> And a Campaign Agent that suggests which marketing campaigns are worth expanding and investing in
She also mentions HubSpot Content Remix, which helps with easy content generation for different platforms like blogs, Instagram, LinkedIn, X, etc.
Yamini’s quote for AI in Marketing:
Now is the time to accelerate Sales!
“Sales is the art of engaging with customers.” – Yamini Rangan, CEO, HubSpot.
An average salesperson spends only 2 hours per day selling. In the other time, they are buried in preparing and finding their prospective customers.
They need someone to help them accelerate their tasks like the quick and quality discovery of prospective clients and faster follow-ups. So, how will AI transform these needs?
It’s HubSpot’s Prospecting Agent that helps the sales reps save their time from lengthy preparations.
This agent will provide competitive analysis to the salesperson and solve them help them automate different tasks like:
-> Building pipeline
-> Adding new leads
-> Sending personalized messages
-> Setting up meetings with the prospects and much more
This is how an AI agent helps sales reps fulfill their tasks in less time without compromising quality.
Yamini’s quote for AI in Sales:
Last but not least, Yamini talks about the challenge of how the customer service team needs AI support to accelerate their tasks.
She said, “Customer service is the art of delighting customers.”
Customers need their queries to be solved quickly at any given moment. But it’s next to impossible for a person to stay available 24/7 for customers. In this case, AI can help and transform customer support services.
Yes you guessed right, there are two HubSpot AI agents for transforming customer service as well.
-> A Support Agent that provides 24/7, precise, and personalized support from the knowledge base data to your customers
-> And a Knowledge Base Agent that keeps on updating the knowledge base with new data and insights
Yamini’s quote for AI in Customer Service:
Everything powered with AI will definitely help drive higher growth and keep your business competitive with the constantly improving AI standards.
To conclude her part of the session, Yamini says that HubSpot is bringing new AI-powered solutions for users.
These solutions will help users in managing their:
-> Unstructured and structured data instead of only structured data
-> Text, image, audio, and video generation instead of only text
-> Apps and agents instead of only working with apps
These are the three main changes that users will see in the new and more brilliant HubSpot CRM.
Meanwhile, the things that will remain constant are Easy, Fast, and Unified operations. The new AI features are easy to use, fast in performance, and all unified under one roof—HubSpot.
Here, she ends her speech and hands over the mic to Andy Pitre to continue hosting the session.
Click here, to know more about Andy introducing new HubSpot AI features.
You can stay tuned with us for more updates on INBOUND 2024 and what new additions are made in HubSpot.
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