During the Inbound 2023 event, HubSpot announced a number of innovations to elevate the experience of all users.
These outstanding additions include the integration of advanced artificial intelligence capabilities within the platform, the introduction of new power tools, and a completely reworked user interface designed to maximize your productivity.
The requests of so many users have been heard, and we are happy to present you with these tools that will make monitoring your activities and your team an unprecedented experience.
Let's discover the new features together within this article.
1. HubSpot updates, the Support Assistant
After the release a few months ago of the Content Assistant for writing text for blogs, articles and emails, HubSpot introduces a new update, this time for the conversation box.
What can you do?
With the use of generative AI you will be able to elaborate answers to your customers' questions, edit text that you have written or one that you have generated, choosing the length and tone that best suits your company brand.
To this is also added the ability to instantly generate a summary of conversations had via inboxes, allowing anyone to immediately have a clear idea of the topic being discussed, without having to reread all the previous messages.
2. New Campaign Details page Layout
The HubSpot interface becomes even more intuitive and flexible.
You can now develop native integrations with the HubSpot interface that will allow you to interact with third-party software, reports, or advanced features from fully customized control panels.
3. SEO Report
Users can now save to custom dashboards the reports in the "Analyze" tab within HubSpot's SEO tool.
The resulting report shows you how your pages are performing over time using key Google Console metrics ( average SERP position, clicks, clickthrough rate, impressions).
This update allows everyone to be able to keep reports from multiple software in one organized dashboard, to better monitor work and make more accurate decisions.
4. Deal Insight
You can now view aggregated pipeline insights as you organize and manage your deals.
By having weekly pipeline trends you have the ability to monitor the status of sales and business pipelines, with all the financial information useful to the sales team, in one place.
With the "new deal amount"for example you can see the deals closed in the last seven days, what and how many interactions they had. This overview allows you to have more data available for your sales forecasts or simply useful information to share with your team.
5. Sequences Deal Reporting
Two new metrics arrive to help sales teams analyze performance sequence:
- deal rate, indicates the percentage of entrants in a sequence that resulted in the opening of a deal
- total revenue, indicates the total amount of receipts from closed deals won that were affected by the sequence.
These small but important innovations allow you to see right away which content generates the most conversions, optimizing both strategy and sales effectiveness.
6. Deal Journey Analytics
Knowing how deals move along the various pipelines is now much easier.
Within the Sales Hub, new features, filters, and data categories have been added that can be used in the customer journey or funnel report.
To track deal progress across multiple stages now you simply select the stage to see a full report with data.
The "Deal journey analytics" report allows you to see which stages don't perform or slow down conversions, and which stages speed up the sales process.
With the "Sankey charts" you cancheck whether some deals bypass stages, and the time they take to get from one stage to another.
7. New Sales Report
The new sales velocity report gives you an overview of the sales team's performance.
Among the metrics included within it are the number of leads generated, conversion rates, and time taken to close deals.
Measuring the speed of sales makes you able to make decisions based on real data, resulting in improved strategy and future forecasts of collections and customers gained.
With reliable reports at your disposal, you can set concrete goals and intelligently allocate the resources at your disposal, remaining competitive in an increasingly dynamic market.
8. Forecast Accuracy Tracking
Predicting the future is impossible, but making an estimate based on reliable data is not.
The Forecast Accuracy Tracking makes it easy to identify trends, patterns, and events to make your forecast estimation even more accurate.
You can share information with your teams to make it easier to choose next steps or to provide insight based on the collected data.
9. Email and Form Assignment Based on Availability
This update assigns email and forms only to agents who are actually available.
If no one appears to be present at that time, communications will end up in the "Unassigned" section.
Admins and those with access to agent availability settings canchange the statuses of agents even if the mailbox or help desk does not have live chat enabled.
10. Lead form routing
Different paths for each user, designed to simplify the meeting booking process.
With this latest update, appointment scheduling will be a breeze.
No more valid redirects for everyone!
You can leverage the information collected in the forms to customize the visitor's path by ensuring that they are directed to the meeting link most relevant to their needs.
11. A\B Testing Sequences Steps
Are you undecided between two email sequences and don't know which one to send?
With A\B testing you can experiment with different content and see which of the two options performs best for your audience.
Select at least one hundred contacts for each type of email before analyzing the results obtained, so that you have a large enough sampling base.
Proceed in steps by making small changes until you get text that you are fully satisfied with, in keeping with the tone and style of your brand.
Within sequences, you can now test different templates over the course of any email step and generate performance reports to quickly iterate and optimize results.
12. Customized Working Hours and Voicemail
A small addition within the platform but one that really makes a difference in organizing the shifts of the entire team is the ability to set the days and hours each person works, ensuring you never have any uncovered spaces.
Scheduling shifts between agents and coverage will be much faster and easier, having an overview available in one place.
Add to this is the ability to record personalized voice messages for your customers, bringing them even closer to your brand with unique communication.
13. Anomaly monitoring on Property Updates
The integration of Artificial Intelligence is an ally against the difficulties that can be encountered in daily work or, as in this case, for anomaly detection.
Within the "Data quality command center"a special section has been createdthat monitors properties and sends you a notification automatically in case of abnormal growths.
You can decide to select the most important properties, and the AI will help you keep up with all the changes that occur over time within your CRM.
14. Access associated record data in workflows with Data Panel
The new Available Data Panel in workflows gives you access to all data within CRM, horizontally, opening up unprecedented scenarios for your automations.
Now you can access the information of the objects associated with the one that generated the workflow and use them in different actions, such as emails and internal messages.
For example, prepare your customer success managers for effective calls by sending them comprehensive reports before the meeting that include key details about all recent customer activity, such as the last open support ticket and the last feedback score.
15. Workflow email cancellation
From now on, it will be HubSpot that will identify and flag the worst performing emails within the workflow and eliminate them.
The system will automatically send a notice to the admin alerting him or her of the deletion, along with a detailed report on the reasons for this choice and a new email proposal to be included within the workflow.
16. List of Deals and Custom Objects
You can finally create a Deal list.
In the past, within the dedicated window you could only create a list of contacts or companies. Now you can easily create a list with your most important deals using the properties of either the deal or its associated objects (e.g., contacts, company or ticket).
17. Aircall conversation intelligence integration
With the new integration released by Aircall, all teams will be able to listen to recorded conversations, create playlists, and view transcripts directly from HubSpot.
18. Users can now create contacts with associations using the Contacts API
Before this recent update, creating a new contact and associating it with an object (Company, Ticket etc.) using an API (thus an external integration) required two distinct steps:
- An API call to create the contact
- An API call to associate the newly created contact with an object (Company, Ticket ...)
Updating this library makes it possible to combine these two steps: from now with just the contact creation API call it is also possible to make the association to an object (Company, Ticket ...).
19. You can apply property validation rules via API or integrations
Within Hubspot the creation of the various fields is supported by some validation rules, such as the presence of minimum number of characters in the field to be accepted.
If this "Test" property is inserted into a form or is filled directly into Hubspot, the validation rule still remains active.
Previously, however, this validation rule lost effectiveness if the property was populated via API (e.g., external integrations).
With this change now external integrations must also comply with the validation rules imposed by HubSpot.
20. Easier work by customizing each tool
In addition to all these updates, some small features have been included to improve the intuitiveness and organization of work on the platform:
- New content search bar
- Ability to open your own playlist from HubSpot Academy with custom videos to send to your teams or clients. You do not need to subscribe to the platform to take advantage of the videos, but just have the link to be able to view the videos.
- Directly connect to your Slack account to nimbly share your reports
HubSpot, the platform projected into the future
The updates to HubSpot represent a key step in the continuing evolution of marketing and customer relationship management solutions. Thanks to these innovations, the work of business professionals becomes smoother and more efficient.
The ability to more accurately monitor operations and leverage artificial intelligence to optimize content creation demonstrates how HubSpot is committed to offering cutting-edge tools to enable everyone to achieve their goals more intelligently and effectively.
Remaining abreast of the needs and challenges in an ever-changing market such as digital marketing is an essential element for all companies.
power2Cloud as a HubSpot Diamond Solution Partner is here to guide you with its team of experts ensuring easy implementation and comprehensive preparation, through all phases.
What are you waiting for? Contact us now to find out which HubSpot solution is the best fit for your business!