Simple, fast and consistent. We’ve spoken to many customers about what they need from their tools to grow and it always comes back to these three words. Why does the launch feel so difficult, slow and disjointed? Two words: legacy CRM.
The concept of customer relationship management (CRM) has been around for decades and there are more tools than ever to understand and engage with customers.
The problem is that traditional CRMs have never fully delivered on their promise of being the source of truth about your customers. They are too difficult to use and adopt, and even in the basic scenario it is difficult to collect interaction data about your customer.
We now have a lot of great tools that we can use to fill in the gaps. However, these are disjointed, often resulting in more work and a worse experience for your team.
AI promises to transform the way we work and interact with customers, but it risks becoming a disjointed burden. The only way to grow is to have a unified customer platform with AI that has access to your customer data and supports your engagement tools. Everything is easy to use and value is delivered quickly, allowing you to really grow.
But I want to focus on one of these attributes in particular: simple.
Today, the average business switches between 15 different apps just to manage their customer interactions. Let’s compare this with the fact that 82% of customers expect brands to resolve problems immediately, while 78% want personalized interactions. If it’s difficult to even manage the tools you use to interact with customers, it’s even harder to meet their expectations.
This is where AI comes into play. It’s not just the topic of the moment, we’re already seeing real value from customers when their AI is easy to use. Early adopters of our AI capabilities not only increase their productivity, but also their growth.
Our customer Sandler used our AI tools to create content and personalize reach. They shorten their sales cycles in half – from 90 days to 30 to 45 days. Another manufacturing customer, Aerotech, now wins one in four deals because the company uses our AI to qualify leads and drive seller actions.
We want to make it easy for everyone to grow with AI, which is why we recently launched breezeour AI that powers the entire customer platform. We’ve made it easier than ever to deploy AI wherever you work and quickly add value.
4 ways AI can support teams’ go-to-market strategies
Most GTM teams have spent 2024 integrating AI into their strategies. When AI is a breeze, it is easy to implement and teams can quickly see the benefits. Here are my four tips for using AI in your GTM:
1. Start data enrichment
Who it helps: Marketing, Sales, RevOps, Customer Service, Customer Success
How it improves strategy
Your AI is only as good as the data that powers it. The problem is that data about your customers is distributed everywhere. It’s scattered across the internet like puzzle pieces, and if you can’t put it all together, you won’t get the complete picture.
Even if the data in your CRM that captures your interactions with customers is great, that data alone is no longer enough. You need to know what signals your customers are giving you based on their online behavior, and you need to have a consistent view of that behavior in your CRM.
Well, with Breeze intelligenceGet the most comprehensive view of your customers yet. Breeze Intelligence takes a data set of over 200 million business profiles and buyer intent signals and unifies it with the data you have in your Smart CRM.
This complete customer picture has just become the context that feeds Breeze, and your AI tools now work with the most comprehensive and up-to-date information about your customers.
2. Analyze customer signals
Who it helps: Marketing, Sales
How it improves strategy
As a sales rep, you want to spend your time talking to prospects who are most likely to close a deal. AI can analyze buyer intent signals, such as viewing a pricing page. Automated lead scoring helps sales reps understand who to focus on.
Lead scoring isn’t just for sales. AI can use dozens of data points about your lead’s behavior – what I like to call their digital body language – to assign them an engagement score and a fit score. These signals allow you to send segmented marketing content to encourage potential customers to purchase, re-engage, or purchase again.
3. Create and remix content at scale
Who it helps: Marketing
How it improves strategy
Marketers tell us that finding ideas for new content is the biggest challenge for them. No longer. AI tools can Brainstorm, write and illustrate relevant content. You can even Create videos.
Embedding AI into your content strategy is more than just a mass game. It helps you reach different audiences.
Ask five customers what their preferred marketing channel is and you’ll get five different answers. AI can Remix and format content for every channel your customers spend time on. You can turn a single video into a full AI campaign with clips, ads, audio for podcasts, and social media posts.
The marketing strategies that got you where you are won’t get you where you want to go. The end goal is not to produce more of the same posts or videos. AI-powered content allows you to quickly adapt and respond to whatever comes next.
4. Hire agents to do the work
Who it helps: The entire go-to-market and your customers
How it improves strategy
Nowhere is the promise of AI greater than with agents. Simply put, agents are software that uses AI and tools to achieve goals in multiple steps. They work for Your company. You can think of it like Automation 2.0, but instead of configuring a workflow, you simply ask the agent to complete a task for you and it does it from start to finish.
We’ve just introduced four new agents to Breeze: Content Agent, Social Media Agent, Prospecting Agent and Customer Agent. Companies can use these agents to transform their growth. For example:
- Content Agent generates blogs, landing pages, podcasts and case studies.
- Social agent analyzes social performance, company details, audience, industry and best practices to create social media content for multiple channels.
- Prospecting agent Engages leads by researching them, personalizing communications, and automating the outreach process.
- Customer Agent is the 24/7 service team member who responds directly to customer inquiries.
With these team members standing by to help you automate day-to-day work, you free up time for the critical human touch in the most strategic areas of your GTM – and your growth will skyrocket.
How HubSpot can help
So let’s go back to our three essential growth ingredients: simple, fast and consistent. This is where HubSpot comes into play.
Instead of isolated tools, we offer you a comprehensive customer platform. All features are easy to use and work together, even across 1,700 apps in our ecosystem. We deliver value quickly so you can see results in days, not months.
Finally, we are obsessed with unifying the customer platform. Everything works together harmoniously and you always receive a complete customer picture.
Whether you’re a marketer, a sales rep, or a customer success leader, remember: You hold the key to growing your business.
You can only grow with a platform that is simple, fast and consistent. Period. We’re as obsessed with your growth as you are, and that’s why we promise to continue to prioritize these three things.