HubSpot’s forecast—80 and sunny with a strong breeze

It’s no surprise that AI took room and board within every corner of HubSpot. So, while there were hundreds of new releases announced, let’s first unpack the head-liner AI enhancement that's going to make the biggest mark with associations.

Breeze

HubSpot's AI-powered tool puts the ease into efficiency, productivity, and out outcomes. More than any other enhancement, Breeze is predicted to change the way association professionals leverage HubSpot. Why? Because it makes the most intuitive revenue-focused platform even more useful and easy to use. 

Think of it this way—from a pure task management and performance perspective, it has the ability to distill what would normally be 10 steps or more into one to two steps.

You read that right. Consider breeze your gifted, nauseatingly helpful work buddy. Breeze taps into all the data held within your HubSpot instance, including your AMS data if you’re using HighRoad Spark, and leverages those insights to do anything from content creation, to automation, to insights capture.

Close your eyes tight, make a wish in terms of what would make your work life easier, and voila—Breeze will do it for you! Here’s a breakdown of the "breezy" trio:

1—Breeze Copilot

What is it?

With the face of an AI chatbot, Breeze Copilot handles tasks from content gen to report building to data synthesizing. The name itself leaves very little mystery. If you want to do something quicker so that you can focus on the big stuff, your copilot has your back.

Why should associations care?

Simple. Association staffers don’t have time. Teams are slimmer. Staffers tends to wear multiple hats and are required to be multi-disciplinary in comparison to their for-profit counterparts. Getting that second pair of hands to do, to pull, to create while you focus on strategy, ideation, management, and innovation is a good deal.

What are some solid use cases?

• You’re freshening up your member welcome series and want 8 different smart rule (dynamic content) dimensions for each of your membership categories. Copilot can help jumpstart email messaging and imagery ideas or freshen up what you’ve already pulled together.
• You want intel for new program development. Your first stop is your Service Hub ticket pipeline. Copilot can synthesize tickets and identify common request themes, giving you healthy fodder to round out the value you offer to members.
• You want to know what members are least likely to renew in 2025. Copilot can dig into your CRM and flag indicators that will generate a report and list of those members most at risk. Then you can target that segment with re-engagement tactics.

2—Breeze Agents

What is it?

Consider these agents your RevOps squad. If you have tasks that need to be automated across marketing, sales or service, there’s an agent for that.

Why should associations care?

HubSpot, as a data-driven CRM platform, is built to ideate, create, and automate. Associations are drawn to HubSpot because of this inherent design because operational efficiencies are key to associations accomplishing more with less. This new power squad takes automation to the next level, giving your org the productivity it needs to excel. Picture a crew of AI-driven automators that know why, how, and when to automate. 

What are some solid use cases?

Use cases depend on the agents themselves. Each agent is specialized and automatically shows up based on your request. Let’s dive into what each of them can do:

• Content Agent: Need more lead gen content to recruit new certification applicants? Have your agent spin recent conference session recordings into whitepapers, handbooks, or blogs.
• Social Agent: Need some extra hands to socialize all the great content your org is putting out? This agent is the right person for the job. It consumes your brand and drafts posts based on your intellectual capital and voice. All you need to do it review and approve.
• Prospecting Agent: You’re running a next gen membership recruitment campaign using an on-demand webinar as your lead magnet. Once your audience submits the form, the agent takes over. It crafts the right message and—with your approval—sends it at the right time to drive higher acquisition numbers.
• Customer Agent: What if all your members—and customers—questions were answered without much intervention from your team? That’s the superpower of the Customer Agent. By training itself on your data, your content, and your messaging, the Customer Agent steps in as the face of your org. But not to worry. It not entirely autonomous. If there’s a complex question that needs more handholding or face-time, the Customer Agent will find the right person on your staff to step in.

3—Breeze Intelligence

What is it?

While the other Breeze products leverage data to do what they do best, Breeze Intelligence focuses on rounding out this data for ongoing use. Consider this the parent agent. Providing the right guidance and support from an intel perspective. This agent sets the data tone by enriching what’s already in the CRM, adding relevant new data based on fit and buyer intent, and streamlining data collection based on data gaps and the customer experience.

Why should associations care?

Associations sit on a wealth of data. Data collected through membership forms, certification applications, registration forms, you name it. The sheer volume of data coming in year-round can make data management challenging. The Intelligence Agent automates data hygiene, upkeep, and collection at a regular clip so that you’re always looking at an actionable, current, and insightful data set.

What are some solid use cases?

• Data Enrichment: You’re a trade org, or you offer a Corporate Membership Package, and want to leverage Account-based Marketing (ABM) tactics to engage and recruit more employee members under their company umbrellas. The Data Enrichment tool puts out its mesh net to pull in that associated employee data. From there, you can flip the funnel and run concerted ABM campaigns specifically to accounts and associated employees.
• Buyer Intent: You’ve launched your annual conference and you’re 6 months out from the event. Your non-member attendance goals are loftier this year. You need a healthy flow of net new prospects in your funnel. Through the Buyer Intent tool, you input your nonmember audience parameters, including indicators that guide your definition of intent to register, and the tool takes it from there.
• Form Shortening: Think of the Shortener as a smart, super-charged progressive profiler. You're running an eLearning series using HubSpot's native tooling. An enrollment form kicks off the experience. Since a good portion—although not all—of your registrants are members, you already have a lot of data on them. Asking them questions about answers you already know makes for an awful member experience. The Shortener automatically bypasses those questions and focuses on the data that you don't already have at the individual contact level. This keeps the form concise and palatable for the end-user and let's you collect the data you really need to drive campaigns. 

So there you have it. In the end, HubSpot's Breeze gives association marketing teams, sales teams, program teams, and services teams better and easier access to HubSpot.

It reduces the barrier to your—and even external—data, and makes HubSpot's robust functionality even more accessible.

Instead of building intense segmentation logic, thinking through 20-step workflows, or devoting hours of creative juice to a campaign, you communicate with Breeze through prompts to handle the work for you.

And if prompts aren't your thing or you've just started your Prompt Library, not to worry. HubSpot has that covered as well. Hundreds of prompt templates can be used as a starting or end point based on what you're looking to accomplish.