How Go-to-Market Teams Can Grow With AI, According to HubSpot’s Head of Product – InstantFollowerz

Easy, fast and unified. We’ve talked to a lot of customers about what they need from their tools to grow, and we always come back to these three words. So why is getting to market 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 interact with customers.

The problem is that legacy CRMs have never quite lived up to their promise of being the source of truth about your customer. They are too difficult to use and adopt, and even in a basic scenario, they struggle to capture your customer engagement data.

We now have many great tools to help fill in the gaps, but they are disjointed, often creating more work and a worse experience for your team.

AI has the promise to change the way we work and interact with customers, but it risks becoming a disjointed burden. The only way to grow is with a unified customer platform, with AI accessing your customer data and powering your engagement tools. Everything is easy to use with a fast time to value, so you can really grow.

But I want to talk about one of those attributes in particular: easy.

Today, the average company switches between 15 separate applications just to manage customer interactions. Compare this with the fact that 82% of customers expect instant problem solving from brands, while 78% want personalized interactions. When it’s hard to even manage the tools you use to interact with customers, it’s even harder to meet their expectations.

This is where AI comes in. It’s not just our theme, but we see real value from customers when their AI is easy to use. Early adopters of our AI features are not only accelerating their productivity, but also their growth.

Our client Sandler used our AI tools to create content and personalize reach. They cut their sales cycles in half – from 90 days to between 30 and 45 days. Another customer in the manufacturing space, Aerotech, is now winning one in four bids as they use our AI to qualify potential customers and guide salesperson 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 user platform. We’ve made it easier than ever to use AI everywhere you work and get value fast.

4 ways AI can help team go-to-market strategies

Most GTM teams spent 2024 trying to fit AI into their strategies. When AI is easy, it’s easy to implement and teams can quickly see the value. Here are my four tips for using AI in your GTM:

1. Start data enrichment

Who helps: Marketing, Sales, RevOps, Customer Service, Customer Success

How it improves strategy

Your AI is only as good as the data that drives it. The problem is that your customer data is everywhere. It’s scattered all over the internet like puzzle pieces, and if you can’t put it all together, you won’t get the full picture.

While the data in your CRM that captures your customer interactions is great, this 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 single view of that behavior in your CRM.

Now, with Breeze Intelligenceyou can get the most unique view of your customer yet. Breeze Intelligence takes a data set of over 200 million company profiles and customer intent signals and merges them with the data you have in your Smart CRM.

This complete picture of the customer has just become the context that feeds Breeze, and your AI tools are now working with the most holistic and freshest information about your customers.

2. Analyze customer signals

Who helps: Marketing, Sales

How it improves strategy

As a sales representative, you want to spend your time talking to the prospects who are most likely to close the deal. AI can analyze customer intent signals such as viewing a pricing page. Automated lead scoring helps sales reps understand who to focus on.

Lead scoring it’s not just for sale. AI can take 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. With these signals, you can send segmented marketing content to encourage prospects to buy, re-engage, or buy again.

3. Create and remix content at scale

Who helps: Marketing

How it improves strategy

Marketers tell us that finding ideas for new content is the number one challenge they face. Not anymore. AI tools can think, write and illustrate relevant content. I can even create videos.

Incorporating AI into your content strategy is more than just a game. It helps you reach different audiences.

Ask five customers their preferred marketing channel and you’ll get five different answers. HE sings remix and reformat 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.

Image source

The marketing strategies that got you where you are won’t get you where you’re going. Producing more of the same posts or videos is not the end goal. AI-powered content means you can adapt and react quickly to whatever comes next.

4. Start the agents

Who helps: The entire market and your customers

How it improves strategy

Nowhere is the promise of AI as great as agents. Simply put, agents are software that uses AI and tools to achieve multi-step goals. They work for your business. You can think of it as automation 2.0, but instead of configuring a workflow, you simply ask an agent to do a task for you and it completes it from start to finish.

We just launched four new agents in Breeze: Content Agent, SOCIAL MEDIA Agent, Prospecting Agent and Customer Agent. Businesses 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 for creating cross-channel SOCIAL MEDIA content.
• Prospecting Agent engages prospects by researching them, personalizing communications and automating the outreach process.
• Customer Agent is a member of the 24/7 service team that directly responds to customer inquiries.

With these team members ready to help you automate your day-to-day work, you’ll free up time for 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 ingredients for growth: easy, fast and united. That’s where HubSpot comes in.

Instead of disjointed tools, we give you a complete platform for users. Every feature is easy to use and works together, including over 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 user platform. Everything works in harmony and you always get a complete picture of the customer.

Whether you’re a marketer, sales rep, or customer success leader, remember this: You hold the key to growing your business.

The only way to grow is with a platform that is easy, fast and unified. Period. We’re as obsessed with your growth as you are, and that’s why we promise to continue to prioritize these three things.