HubSpot users - get a bite of inspiration as we chew-on some of the challenges facing sales and marketing professionals in '24. Can AI can help meet them, and if so, how?
Presentation from Breckenridge .agency and Tony Eades - Chief Strategy Officer and CEO of Salted Stone, Asia-Pacific. Enjoy!
2. Chat Q&A Support
● Sound, etc. - DM
Rae Hardy-Aitken
● Introduce yourselves - who
do you work for, in what
sector?
● What are your 2024 goals?
● Questions about today’s
content
● Questions about HubSpot
● Other topic-related
questions
Welcome - let’s talk
3. Agenda
9.20am AI Why: What’s trending and
relevant today?
Tony Eades
9.45am Your 2024 Challenges: Maybe
There's an AI for That? (Breakout)
Ross Breckenridge
Hannah Doulton
Chris Newnham
10.15am Product Update:
The latest features rounded-up
Hannah Doulton
10.30am Close
4. AI Driven Marketing
Tony Eades
Chief Strategy Officer, Salted Stone
Tony is an experienced brand strategist, keynote
speaker, sales enablement specialist, contributing writer,
and customer experience expert. He currently serves as
Chief Strategy Officer and CEO of Salted Stone APAC
and is passionate about digital marketing and thrives on
growing brands, from start-ups to corporate enterprises.
8. The AI Timeline
Turning Test - a
test for machine
intelligence
1950 1955 1961 1964 1966 1997 1998 2002 2011 2015 2016 NOW
First pioneering
chatbot - Eliza
Shaky - the first
‘electronic’ person
holds conversations
with humans
Roomba - the
first
commercial
robotic vacuum
cleaner
Microsoft
chatbot Tay
goes rogue
Term AI is born : ‘The
science and
engineering of making
intelligent machines
KISmet,
emotionally
intelligent
robot
Siri and
Watson voice
AI released
Metaverse,
Chat-GPT and
Generative AI
First industrial
robot, Ultimate
Deep Blue - a chess
playing computer
defeats world chess
champion
Tesla introduces the
autopilot to its model S
9. The AI Timeline
Turning Test - a
test for machine
intelligence
1950 1955 1961 1964 1966 1997 1998 2002 2011 2015 2016 NOW
First pioneering
chatbot - Eliza
Shaky - the first
‘electronic’ person
holds conversations
with humans
Roomba - the
first
commercial
robotic vacuum
cleaner
Microsoft
chatbot Tay
goes rogue
Term AI is born : ‘The
science and
engineering of making
intelligent machines
KISmet,
emotionally
intelligent
robot
Siri and
Watson voice
AI released
Metaverse,
Chat-GPT and
Generative AI
First industrial
robot, Ultimate
Deep Blue - a chess
playing computer
defeats world chess
champion
Tesla introduces the
autopilot to its model S
10. The AI Timeline
Turning Test - a
test for machine
intelligence
1950 1955 1961 1964 1966 1997 1998 2002 2011 2015 2016 NOW
First pioneering
chatbot - Eliza
Shaky - the first
‘electronic’ person
holds conversations
with humans
Roomba - the
first
commercial
robotic vacuum
cleaner
Microsoft
chatbot Tay
goes rogue
Term AI is born : ‘The
science and
engineering of making
intelligent machines
KISmet,
emotionally
intelligent
robot
Siri and
Watson voice
AI released
Metaverse,
Chat-GPT and
Generative AI
First industrial
robot, Ultimate
Deep Blue - a chess
playing computer
defeats world chess
champion
Tesla introduces the
autopilot to its model S
11. The AI Timeline
Turning Test - a
test for machine
intelligence
1950 1955 1961 1964 1966 1997 1998 2002 2011 2015 2016 NOW
First pioneering
chatbot - Eliza
Shaky - the first
‘electronic’ person
holds conversations
with humans
Roomba - the
first
commercial
robotic vacuum
cleaner
Microsoft
chatbot Tay
goes rogue
Term AI is born : ‘The
science and
engineering of making
intelligent machines
KISmet,
emotionally
intelligent
robot
Siri and
Watson voice
AI released
Metaverse,
Chat-GPT and
Generative AI
First industrial
robot, Ultimate
Deep Blue - a chess
playing computer
defeats world chess
champion
Tesla introduces the
autopilot to its model S
12. AI Tools
Artificial
Intelligence
released almost
7000 tools and still
counting in 2023
7000
Increase
in revenue using
AI for sales and
marketing
(Forester)
10%
Of Marketers
say that AI has
changed their
overall marketing
strategies.
64%
AI Success By The Numbers
AI Driven Marketing
13. 91% of your business decision makers
believe that AI is critical to their
organisation's success.
14.
15. AI Driven Marketing
AI Driven Sales
CrystalKnows.com gives sales
reps, recruiters, and
executives powerful tools to
accelerate key relationships,
driven by their industry-
leading personality data.
38. ● What are your 2024-5 goals?
● What do you need to do to achieve them?
● What’s in your way?
● How could AI help you? (Hivemind 🐝)
Your 2024 Challenges
Maybe There's an AI for That?
39. Each group, please share:
● What were you solving?
● What role/s might AI play?
● Any other insights you gained
Feedback
40. Product Update
Hannah Doulton
Senior HubSpot Consultant, Breckenridge
Hannah is expert in business analysis and the MarTech/
SalesTech/ ServiceTech space. She spends her time
consulting with clients around their business needs,
compiling strategy and mapping technological
architecture, configuring HubSpot and managing
change.
42. Save and Reuse Groups of
Workflow Actions with Action Sets
Free Starter Pro Ent
Launch region: Global
You can now save a group of workflow actions into an Action
Set so that you and the rest of your team can re-use.
Action Sets is available for all Enterprise portals with workflows
access.
Use Case
Action Sets not only speed up the process of creating workflows
but also gives your workflow admins the ability to create guides
for the rest of their teams to leverage while they're making
workflows!
*available to all customers with Workflow plans
Public Beta
43. Generating Reports with AI
Free Starter Pro Ent Lve
Launch region: Global
You can now use HubSpot AI to create reports with just a
simple prompt. AI-assisted reports make it simple to start
building the perfect report to answer critical business questions.
Use Case
Creating reports can be really difficult and time consuming.
Using HubSpot AI makes it easier than ever to answer
questions in Reporting. Save time and find new insights by
using AI to help you build reports.
Public Beta
44. CRM Platform
Associate Records of the Same Object Type
Same object associations give customers the ability to
associate a CRM record to another record of the same object
type e.g. a contact to a contact or a deal to a deal. These new
associations are available for contacts, companies, deals,
tickets and custom objects and can be leveraged across core
HubSpot tools.
Use Case
Customers want HubSpot to reflect the reality of their business;
this often includes a web of contacts or a collection of related
companies. Without the ability to connect contacts to contacts,
companies to companies and other objects to their same type,
customers have been missing key relationships in HubSpot.
Free Starter Pro Ent Live
Launch region: Global
Learn More
45. CRM Platform
Company Color Palettes in Report Builder
You can now use brand colors set in Branding in the Single
Object and Custom Report Builders.
Use Case
Company Color Palettes in Report Builders are essential for
ensuring brand consistency in HubSpot reports. This feature
addresses the common problem of disjointed visual
presentation by adding brand colors as an option in Reporting
color palettes.
Free Starter Pro Ent Live
Launch region: Global
46. CRM Platform
Summarize a Record in HubSpot
You can now access CRM record summaries for companies,
contacts, deals and tickets while viewing these records in
HubSpot. Record summaries are powered by ChatSpot AI and
include a list of top properties and a summary of associated
notes, emails, calls, meetings and tasks.
Use Case
You can now access a quick but rich summary of your
companies, contacts, deals and tickets directly from these
record pages. This will give you more time to do your core jobs
instead of scrolling and searching for key nuggets of
information on records.
Free Starter Pro Ent Live
Launch region: Global
Learn More
47. CRM Platform
Make Call Outcomes Required for Mobile
The thread toolbar and preview cards in the Conversations Inbox are getting a
refresh! The changes we are making focus on foregrounding important ticket
and conversation information, making it easier for users to quickly gather
context and update key properties like owner, status, and ticket priority.
Use Case
Having accurate data is key for understanding and optimizing customers call
patterns and workflows. To best understand sales/service reps’ performance,
it’s crucial to capture calling data when engaging with prospects and
customers. This creates consistency in logged calls across the entire sales
teams. Additionally, it provides Admins and Managers the ability to gather
extra levels of detail on call logging. This will empower teams to gain a deeper
understanding of calling engagement efficiency through enhanced reporting,
ultimately leading to more informed data-based decisions.
Free Starter Pro Ent Live
Launch region: Global
Learn More
48. CRM Platform
Create customizable stage tracker
card on all CRM objects
You can now create a stage tracker card on all CRM object
types to display pipeline or lifecycle stage progress for
contacts, deals, tickets, companies, and custom objects.
Additionally, you can customize the properties displayed within
the card.
Use Case
Users want to create a stage tracker on all CRM objects
including contacts, companies, and custom objects. This
visualization offers a quick and easy way to see how an
account is progressing. You can also customize up to four
important properties.
Free Starter Pro Ent Live
Launch region: Global
50. Wrap-up
● The recording will be posted on the event page and emailed to
you and all those who registered
● Breckenridge will also share a blog summarising the key
product updates
NEXT DATE: The next HHUG: 27th February on the topic of
reporting your full customer journey
Welcome to the first Hampshire HUG of 2024
If you’re just joining us, please introduce yourself in the chat:
Who do you work for, in what sector?
What are your 2024 goals?
What are you pain points?
Firstly - well done for taking some time out of your busy day for some thinking.
We hope to give you a good dose of inspiration, along with some peer to peer support today as we consider the big picture of AI and its possible role in supporting you to achieve what you want and need in 2024.
We have got a great line up -
Our lovely guest speaker Tony will be kicking us off shortly, with a session focused on the WHY of AI. What’s trending and relevant today?
We’ll have some time for questions before we dive into breakout rooms and discuss how AI might be able to support us, using Hive mind to think a bit differently about those 2024 challenges
Finally, we’ll have a HubSpot product update from Hannah
Content questions - we’d love to hear them in the Q&A
Technical issues with sound etc - hit me up with a DM and I’ll do my best
Self said Hampshire boy Tony was born in Havant, just over 20 miles from here, but he’s joining us today from Sydney, Australia where he’s Chief Strategy Officer and CEO of agency Salted Stone, Asia-Pacific.
Tony is a customer experience expert, prolific writer, speaker and we are very honoured to have him here with us today.
Thank you Tony, and I’ll hand straight over to you
- Term AI was born in 1955
- First robot back in 1961
- And chatbots – been around since 1964
- Why is it so popular now?
CLICK
- Term AI was born in 1955
- First robot back in 1961
- And chatbots – been around since 1964
- Why is it so popular now?
CLICK
- Term AI was born in 1955
- First robot back in 1961
- And chatbots – been around since 1964
- Why is it so popular now?
CLICK
- Term AI was born in 1955
- First robot back in 1961
- And chatbots – been around since 1964
- Why is it so popular now?
CLICK
91% of your business decision makers believe that AI is critical to their
organisation's success
CLICK
ChatGPT writes the content …
Midjourney creates the images …
HubSpot AI builds your website, automates your marketing
And runs your sales engine
CLICK
CrystalKnows.com gives sales reps
powerful tools to accelerate key relationships,
driven by their industry-leading personality data.
CLICK
How to best meet with them, email them and what
Energisers them … all based on their LinkedIn profile
CLICK
Firefly (built into Adobe Photoshop) can
Take a boring piece of grannit …
CLICK
And turn it into something exciting using AI.
CLICK
Take pictures that aren’t quite right – in this case for the Safety Officers
CLICK
And use AI to add sleeves, even remove or change the background
If we want …
Big brands are embracing AI too …
CLICK
Heinz cleverly tapped into the AI : “What does AI think ketchup looks like?”
… and posted the answers on their socials.
They asked the audience to share their own AI-generated ketchup images within a social post, which made the campaign go viral.
CLICK
Nike’s ‘By You’ campaign uses AI-powered personalization
to enable customers to design shoes.
But want to know the real trend right now in AI?
CLICK
So WE believe it is time to ...
CLICK
The rising adoption of digital human avatars as brand ambassadors will drive the growth of the global digital human avatar market.
CLICK
Technology is evolving at such great speads.
You need to embrace it, have some fun with it and learn what’s relevant to you
… or be left behind
CLICK
Synthesia.ai
Simply add the script and generate
CLICK
Synthesia.ai
Simply add the script and generate
CLICK
We’d love to hear them in the Q&A
15 mins + 5 mins relay back to main group
Everyone - introduce yourselves briefly - what’s your name, job role, company and sector
Has anyone got any really juicy or challenging objectives they can share?
What are they?
What’s behind them - why those objectives?
What do you need to do to achieve them?
What do you need from others?
What’s in your way?
How could AI help you? (Ideas from the room)
Is anyone using AI routinely? Which tools? What drove you to begin?
Group by group
Moving on now to the final part of our event today, I’d like to introduce Hannah Doulton.
She’s a fellow Hampshire HUG leader, resident HubSpot expert at Breckenridge and is one of just 28 HubSpot certified trainers in the UK
Hannah is going to whip through the key product updates announced this month.
Over to you Hannah
This functionality will be really useful for some of our clients who have a very similar process for different departments. From what I can understand, we can use this with different object enrollment trigger. For example Deals VS Tickets so where they may be a sales automation that mirrors something in Customer Service, we can easily replicate these steps for different objects.
Custom reports can often be really overwhelming and difficult to comprehend when identifying what data points you actually want to record. Having the ability to use AI to generate reports will be a game changer for our clients who have very specific data points to measure.
We have already used this for several clients. It’s been particularly beneficial where there is a hierarchy between contacts, for example, Manager>Employee / Father>Son/ Employer>Contractor/ Referrer/Referee. It could also be really beneficial for some of our building services clients who may want to associate deals to one another. The use case I see here would be where a project has been won as a result of another project or the 2 projects have dependencies within one another.
We all love aesthetics and to have reports that reflect your branding is just a really nice to have feature! Perfect for sending on to clients too.
The ability to have a summary of a record can be really useful when passing from team to team, for example, sales to customer service or marketing to sales.
We hear time and time again how reps on the road struggle to remember to log notes on calls taken whilst out and about however making call outcomes required on mobile should help to prompt this and remove the disconnect from remote sales reps.
Having a clear understanding of where you are with an object could be really valuable. Several of our clients use HubSpot to aid their internal recruitment and having a tracker like this without having to implement an ATS could be really valuable. It could also be really valuable to those who are using deal pipelines for both sales and delivery. A tracker within the delivery pipeline could indicate what is required to deliver a project.