Refine Your Marketing Strategy with the Latest HubSpot AI Tools

In our day-to-day life as industrial marketers, we're witnessing first-hand how Large Language Models (LLMs) are changing the marketing conversation. The analytics we're seeing across our client base demonstrate that the customer journey is no longer predictable — in part because the AI-powered departure from traditional searches and social platforms is disrupting brand visibility and audience connection.

As marketers, we're challenged to continually broaden our brand's reach and have something meaningful to say to targets when they find us online. Content remains central to success, but how have the rules changed in the age of AI?

The short answer is that AI doesn’t work against marketing success. It works with it, provided you’re leveraging dynamic content generation and management tools. 

Amplifying marketing productivity and results by empowering marketing and sales teams with HubSpot has long been the choice for many inbound marketers. The same also holds true for HubSpot AI and its latest set of tools — Content Hub.

A Brief Overview of HubSpot Content Hub

HubSpot Content Hub is an all-in-one, AI-powered content marketing software that helps marketers create and manage content that fuels the entire customer journey directly from the HubSpot platform.

Marketers are able to save time and easily create greater reach by remixing content across different mediums, formats, and channels — flexibility that provides:

• Personalized content using smart CRM data to enrich the customer journey experience and increase content ROI
• Multi-channel content created with one-click ease for repurposing into various channels including social media platforms, digital ads, email, and even audio
• AI-powered tools to automate SEO optimization, get content suggestions, generate blogs and images, manage brand voice and activities, and perform other tasks to give marketers more time for strategy without sacrificing operational efficiency

HubSpot Evangelist Kyle Jepson provides greater insight with his HubSpot Content Hub Ultimate Walkthrough video on YouTube. Check it out:

Drive More Value with HubSpot AI

Content Hub is made even more powerful by combining it with HubSpot Marketing, Sales, and Service Hubs automation to attract and capture leads, convert customers, and deliver personalized interactions. Each set of tools is tailored to specific use cases across your revenue-driving teams.

Better yet, AI features are woven throughout the platform, which is a must-have given that more than 4 out of 5 marketers are looking for these features:

83% of marketers say AI helps them create significantly more content, and 89% say AI improves content quality. Source: HubSpot 2023 AI Trends for Marketers

Across all the Hubs (Content, Marketing, Sales, Service, and Operations) is a core set of integrated tools that work seamlessly together in the HubSpot CRM platform to further augment functionality and business results.

RELATED: In November 2023 we held a HubSpot User Group (HUG) to provide an overview of HubSpot's then-recently-launched AI tools. Of course things change quickly, and there are now even more tools than what we covered. But for a deep dive into the tools mentioned below — ChatSpot, Content Assistant, and Campaign Assistant — catch the on-demand recording of the HUG. 

Content Assistant: Generate and Edit Copy In-App

HubSpot Content Assistant is an intuitive writing tool that allows you to reach the best version of copy for any number of content formats. The Content Assistant lightning bolt icon signals HubSpot generative AI opportunities to refine copy in-app until you’re satisfied with the results.

At-a-Glance Highlights

• Generative capabilities: Prompt the tool to generate copy, request another version for comparison, and fine-tune the content until it nails exactly what you want
• Native to various HubSpot tools: Content Assistant is present in many of the existing tools in your HubSpot portal, which helps create a seamless and user-friendly experience
• Seamless integration: Content Assistant works in conjunction with Campaign Assistant in the HubSpot environment, optimizing content and marketing efforts

Content Assistant has some limitations, with perhaps the greatest being the inability to mimic the tone or voice of previous copy, which advanced language models such as ChatGPT and Claude do quite well. Content Assistant will surely catch up with LLMs as HubSpot artificial intelligence evolves.

Campaign Assistant: Distribute and Promote Content

Closely related to Content Assistant, HubSpot Campaign Assistant helps create cohesive marketing campaigns. Its strength is its ability to streamline the creation of various campaign assets (landing pages, marketing emails, and ads for Google, LinkedIn, and Facebook).

At-a-Glance Highlights

• Single set of directions: Prompt the tool with a single set of information — campaign objective, audience, call to action, etc. — and generate coordinated assets related to the campaign
• Lots of benefits for little investment: Campaign Assistant is easy to use, efficiently guiding you through the campaign creation process and saving tons of time
• Consistent branding: Since all assets are created using the initial set of information, the campaign is effortlessly cohesive and consistently branded
• Seamless integration: Campaign Assistant works in conjunction with Content Assistant in the HubSpot environment, optimizing content and marketing efforts

Brand New! Literally while this article was making its way through editing, HubSpot announced an update to the Campaign Assistant feature. HubSpot created a Landing Page GPT in ChatGPT that integrates with your HubSpot account and can create the landing page for you using a handful of prompts. 

The results are only as good as a starting point. The language is very bland — some might even say cliché — but as is the prevailing wisdom with AI, you never publish the raw output. Human editing is still required to portray your brand and distinguish it from your competitors.  

ChatSpot: The Conversational AI Assistant

A free AI-powered assistant for HubSpot users and non-users, ChatSpot combines the power of ChatGPT with unique data sources — including the HubSpot CRM — to elevate and complete marketing and sales tasks. ChatSpot's reporting, summarization, and image generation features are especially powerful.

At-a-Glance Highlights

• Efficient bot engagement: Automated initial information-gathering about a visitor in preparation for a team member to take over the conversation
• Enhanced productivity: ChatSpot versatility can help qualify leads, book meetings, and/or create support tickets based on sending a series of questions and automated responses
• Robust reporting, summarization, and image creation features: ChatBot generates any number of valuable assets, freeing up team members to focus on larger initiatives​​

Quicker Connections with HubSpot Social Monitoring

One more innovative tool for leveraging AI was recently added to Marketing Hub! HubSpot Social Monitoring replaces manual social listening and engagement with automated AI-powered replies, taking the responsibility off of stretched marketing teams and ensuring timely, tailored responses. 

What’s more, Social Monitoring is designed to simplify the entire process, making it easier for businesses to connect quicker with prospects and customers while building dynamic and highly visible online communities.

Undoubtedly, AI and tools like those offered by HubSpot are only improving, which helps you gain an edge in industrial marketing and sales. Arrive at better, more strategic outcomes faster with the insightful and actionable information found in the Weidert Resource Library: Artificial Intelligence. Click below to access articles, videos, tutorials and more!