ChatGPT presented a superb example of AI which made everyone fascinated about the powers AI (Artificial Intelligence) holds. Later, Google took no time to bring its own AI-powered Bot “BARD” which added to the fact that it is going to be an imperative and insistent tool in the future. Netizens took it enthusiastically, and the number of users grew enormously as it could not even handle the traffic.
Although Artificial Intelligence and Machine Learning have been there for a long, people realised it now after using these bots. HubSpot has been leveraging the powers of AI in Sales Hub and Marketing Hub to empower your team with Data Management, Personalisation, Adaptive Testing, and Analytics, etc. Let’s dig deeper into it –
Data
Data Cleanliness – Duplicacy interrupts data hygiene as it creates a mess for users if one contact is stored at multiple different places. With the help of AI, the tools in HubSpot find duplicate contacts and companies and merge them. Unlike ordinary tools, it also relates content with typos, nicknames, and abbreviations before merging. Also, managing large databases with millions of records is not a big deal for it.
Mapping – You have created properties according to your convenience but AI also understands your purpose while making data imports easy. It knows which column in the spreadsheet is associated with which property and makes sure to save data in right place.
Email Data Capture – It ensures you have the best available information about the prospect. In addition to the email address, the Artificial Intelligence tools scan the signature and body of the email to find additional contact information like phone numbers, names, job titles, and addresses, etc. This way segmentation, routing, and reporting regarding prospects using these important details become easier.
Data Enrichment – It becomes easy to contemplate and analyze sales and marketing strategy for the CRM user if he gets all the details of the customer in one place. This feature automatically tracks data points via the user’s HubSpot timeline and adds them to CRM.
Sales
Predictive Lead Scoring – You can create a custom model in HubSpot which scores leads linked to multiple aspects in CRM. It provides accurate scores helping the salesperson to prioritize the leads leading to more conversions. It uses machine learning for Predictive Scoring which keeps getting better by learning through the data available in the CRM.
Sales Enablement – Machine Learning helps to increase the open rate of emails by giving time recommendations to the sender. It also gathers details from live chat about the contact information like names and saves them in CRM, collecting every detail of the contact.
Chatbots – Chatbots significantly help in nurturing leads by automatically conducting natural language conversations and taking them one step ahead in the purchase funnel.
Marketing
SEO Suggestions – SEO is one of the most important types of Digital Marketing and it helps you by giving useful SEO recommendations. The AI tool scans the website and brings useful suggestions in light to fix it as soon as possible.
Adaptive Testing – Testing before running a campaign is crucial and what if you get better results than ordinary testing? Adaptive Testing in HubSpot is different because while testing for multiple variations, the traffic is split evenly between the variations initially, but as it moves further AI learns how the variations are performing and divides the traffic accordingly. So, the poor-performing variations are shown less and the high-performing variations are shown more.
Content – AI recommends topics to write more content and also helps to create topics for content clusters based on your business and website. It also recommends more valuable content to the prospect based on his interests to bring the lead down in the purchase funnel. In the same way, Netflix and Amazon give you recommendations based on your interests in the shows you are watching or the products you are purchasing.
Conclusion
So, AI is not new, many businesses have been making use of it to maintain a competitive edge. HubSpot made it available to its customers and has been giving them an enriched experience in generating qualified leads and closing more deals than ever. The leading CRM Company has been continuously upgrading its tools and making Artificial Intelligence more robust day by day. Every industry needs to implement AI in one way or other to stay in the competition.
