At this year’s INBOUND conference, HubSpot unveiled countless new updates to Marketing Hub and Content Hub that are expected to greatly expand functionality to help users streamline their campaigns, enhance personalization, and create engaging content. After attending the conference this year and seeing these new features in action, the Process Pro team is excited to break down the features that marketing teams should be looking forward to this year and beyond.
A major highlight of the event was the introduction of Breeze AI. HubSpot’s Breeze AI platform is made up of three main components: Breeze Copilot, Breeze Agents, and Breeze Intelligence. With Breeze AI, Marketing Hub and Content Hub users can generate high-quality content, generate custom images, and optimize campaigns with data-driven insights. With the integration of Breeze AI, HubSpot is positioned to offer similar functionality to other AI tools natively within the platform. For a more comprehensive overview of what Breeze AI has to offer, check out our recent article.
Beyond the introduction of Breeze AI, HubSpot has announced several new Marketing Hub features that will have a large impact on marketers' ability to deploy campaigns, refine their strategies, and report on results.
Marketing Hub now offers a centralized space to keep all your marketing tasks organized. This new feature can be thought of as being the marketing counterpart to HubSpot’s Sales Workspace. From one interface, you can manage approvals, prioritize tasks, and view calendars, streamlining the execution of campaigns. It’s designed to give you the clarity you need without having to jump between multiple areas of the platform.
HubSpot's lead scoring tool has been upgraded with AI insights from Breeze. This enhancement uses a combination of behavioral data, Breeze Intelligence data enrichment, and AI recommendations to help you accurately identify high-intent leads. The tool has also been updated to allow for separate scores based on engagement and best-fit criteria, as well as a combined score that includes both. These updates offer even more flexibility in building out a lead score that will best fit your needs, ensuring that your team is always working with the most qualified prospects.
Campaign tracking has received a boost with deeper reporting options. HubSpot’s new insight-rich reports provide a clearer view of campaign influence, helping you better understand which initiatives are driving conversions. This new functionality includes expanded campaign ROI and funnel attribution. Primary Campaign data was also added as a new option in the custom report builder, allowing for more custom dashboard options. These new features make it easier to track campaign attribution accurately and adjust strategies based on real-time performance data.
With this update to the Google Ads integration, HubSpot has made it easier to optimize bidding strategies by securely connecting HubSpot conversion data to Google Ads in a privacy-conscious manner. The result? Smarter bidding strategies in Google Ads that target the right audience while maintaining compliance with data protection standards.
Optimizing your email marketing strategy just got easier with the introduction of messaging insights. Using Breeze AI, HubSpot will provide an analysis of email performance and will give you suggestions on how to improve. This feature takes into account past campaigns and will call out positive or negative deviations in your send analytics.
Marketers have long been asking for additional functionality that will allow them to publish more types of marketing content. Marketing Hub’s recent updates will expand publishing capabilities and allow marketers to now publish short and long-form videos directly YouTube from within the platform. The social publishing tool has also been updated to include functionality that will allow for the publishing of stories and reels directly to Instagram. By simplifying content distribution, you can streamline deployment and capture more holistic analytics.
HubSpot’s new marketing analytics suite consolidates essential marketing metrics in one streamlined space. This new workspace organizes pre-built marketing reports that cover areas such as Channel Performance, Web Traffic Analysis, and Contact Insights. Enterprise users will also gain access to advanced multi-touch attribution reports and customer journey analytics, which simplify tracking engagement across all touchpoints.
HubSpot’s latest Content Hub updates offer several new options for empowering marketing teams to generate engaging content. The introduction of Breeze AI makes it possible to expand HubSpot’s content capabilities beyond what was previously possible upon launch.
Part of the new rollout of Breeze AI includes new AI agents designed specifically for the creation of social media and content development. These agents analyze your company’s performance, audience, and market trends to craft engaging social media posts and longer-form content like blogs or case studies.
Blogs aren’t the only types of content that HubSpot can now generate. Content Hub now includes a tool for creating case studies. Simply upload relevant transcripts and notes and Beeze AI will combine your input with data from HubSpot’s Smart CRM to generate detailed, well-structured case studies that are ready for client presentations or marketing campaigns.
Content Remix already lets you take one piece of content and turn it into entire campaigns but HubSpot will now offer similar functionality for videos. You can now take long-form videos and HubSpot will help you create smaller clips for other platforms with the click of a button, no editing required!
HubSpot’s upgraded podcasting tool make it easier than ever to launch and manage podcasts. Breeze AI helps you generate podcast scripts from existing content, generate podcast audio from a transcript or upload and launch existing podcast audio. With tools that simplify distribution across major podcasting platforms, you can tap into new channels and reach an even wider audience.
The Brand Voice tool was launched to help HubSpot’s AI tools create copy that better aligned with the voice and tone of your existing content. With the launch of Brand Voice v2, HubSpot has launched additional options for refining your brand voice settings including different voices for different platforms.
Relevance is everything in content marketing, and HubSpot’s dynamic content embed feature allows you to use HubSpot’s smart function features and embed personalized content blocks into third-party CMS like WordPress. This update allows you to make your web content more relevant and personalized to your users, increasing the likelihood of conversions.
With Breeze AI’s image generation capabilities, you can easily create professional looking images for your blogs, emails, landing pages and social media posts. This is particularly useful for teams that need high-quality visuals without relying on external design resources or expensive stock image subscriptions.
Along with Content Hub’s native features, HubSpot has also added new integrations that make it easier than ever to create engaging content and collect useful data, including:
HubSpot’s latest updates to Marketing Hub and Content Hub provide marketers with the tools they need to streamline processes, leverage AI, and create more impactful campaigns. From enhanced lead scoring to AI-generated content and video, these features are designed to help marketing teams work smarter, not harder.
Need help navigating these new tools? Contact Process Pro Consulting to see how we can help you optimize your marketing and sales processes!
