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Optimising HubSpot for the year ahead
As we step into the new year, let’s reflect on what made 2024 a standout year for HubSpot users. From groundbreaking AI integrations to refined workflows, the platform has empowered businesses to operate more efficiently and engage with customers like never before. Here's a look at the top innovations from 2024 that reshaped the way we and our clients use HubSpot every day.
AI takes centre stage with the Breeze ecosystem
HubSpot leaned heavily into AI in 2024, with the introduction of the Breeze AI ecosystem. This suite included tools like Breeze Intelligence, designed to enrich customer data, and Breeze Agent, which supported sales teams by identifying next-best actions.
- Why it matters:
- Sales teams gain access to enriched data points that eliminate guesswork.
- Automated recommendations streamline decision-making, allowing users to focus on strategy rather than admin tasks.
- Clients report significant efficiency improvements, particularly in managing their sales pipelines and prioritising leads.
AI-powered lead scoring also became a game-changer. By integrating AI sentiment analysis and activity tracking, businesses can now identify high-priority leads with unparalleled accuracy, increasing conversions without ramping up outreach efforts.
Workflows evolution and association labels
2024 also saw a leap forward in workflow functionality with object association labels. These labels allowed users to link multiple HubSpot objects, such as contacts, deals, and companies, with customisable tags.
- Tangible impact:
- Professional services firms leveraged this feature to manage complex relationships between parent companies and their subsidiaries.
- Workflows could now automatically associate or dissociate labels based on dynamic property values, eliminating the need for custom code.
- Teams enjoyed cleaner reporting and more targeted engagement strategies.
Content has never been easier via the Content Remix tool
The introduction of the Remix Tool revolutionised content repurposing. Users could take a single piece of content—like a blog or video—and generate multiple formats, including social posts, articles, and podcasts.
In this video we walk through the brainstorming ideas feature:
- Key benefits:
- Marketing teams saved hours on content creation.
- Clients maximised their reach by adapting one piece of content across various channels.
This tool wasn’t just about saving time; it also ensured content remained fresh and relevant, breathing new life into archived material.
Operational efficiency reimagined in Objects Library
HubSpot’s Objects Library made custom objects more accessible by offering pre-built templates for common use cases. Previously reserved for enterprise users, this feature brought powerful object customisation to businesses of all sizes.
- Examples of use:
- A client in financial services used the Services Object to track ongoing service delivery, aligning it with post-sale workflows.
- The library also included objects like appointments and events, which simplified operational tracking and reporting.
Data enrichment and security
Data enrichment became faster and smarter with HubSpot’s enhanced Breeze Intelligence capabilities. The platform can now automatically enrich records with over 20 million data points, providing teams with a fuller picture of their leads and customers.
Additionally, HubSpot addressed data security concerns with compliance-focused updates, enabling industries like healthcare and finance to store sensitive data within HubSpot safely.
The challenges of change
Despite these exciting developments, adopting new features wasn’t without its hurdles. Businesses faced common challenges:
- Lack of awareness: Many users missed out on features simply because they weren’t aware of them. We recommend bookmarking HubSpot’s ‘new’ page for real-time updates on the software, as well as our podcast, PodSpot which covers these developments in detail and applies them to specific sectors.
- Resistance to change: Familiarity with existing processes often led to hesitance around adopting new tools. This was most felt with the adoption of AI with different firms and sectors embracing the large-scale deployment and advancement of AI at varying speeds. Some sectors working with sensitive data may be more cautious to approach AI as a business strategy. For these businesses, consultation about safe tools and usage might be necessary.
- Complexity creep: Without clear implementation strategies, some teams risked overloading their systems with unnecessary add-ons. Services such as RevOps (Revenue Operations) become really important here in assessing where new tools fit into existing mapped processes and what value they add.
Looking ahead and building a wish list for 2025
As we reflect on the years’s accomplishments, we’re already setting our sights on what’s next:
- Enhanced reporting: Clients want more robust, integrated reporting tools to reduce reliance on third-party platforms.
- Resource management tools: A built-in feature for managing project resources and forecasting availability would streamline operations further.
- AI evolution: Continued improvements in AI capabilities, particularly around task automation and predictive analytics, are eagerly anticipated.
2024 proved that HubSpot is not just keeping pace with modern business needs but actively shaping the future of CRM and marketing automation. Whether it’s AI, content creation, or operational efficiency, the updates from last year have positioned businesses to achieve even greater success in 2025 and beyond.
Which of these features had the biggest impact on your business? And what’s on your wish list for 2025? Let us know—we’d love to hear how you’re making HubSpot work for you.
