AI and the future of sales and marketing
Five insights from INBOUND 2024
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AI took centre stage at this year’s INBOUND conference, becoming a defining force shaping the future of sales and marketing. Revenue leaders name AI tools as a top investment priority. But, exactly when and where they place their budget remains up for debate. Until then, events such as INBOUD the level of impact these tools can have on both productivity and profitability.
Here are five insights our co-founders Richard Lane and Lee Durham uncovered during their trip across the Atlantic. They landed in the heart of the new and improved HubSpot ecosystem.
1. AI is changing both buying and selling behaviour
According to HubSpot’s CEO, Yamini Raegan “AI offers context, people offer connection.” In other words, it’s not a replacement. Instead, a new dynamic that aligns marketing, sales and product teams with a unified customer view. The data-driven insights that AI offers allows businesses to close feedback loops far more effectively. Also address product and service issues faster – driving customer satisfaction and loyalty.
One of the most exciting developments is the growing power behind NPS (Net Promoter Score). Here AI can anticipate customer needs and responses – a gamechanger for retention. In new business world, AI empowers a deepened understanding of buyer intent by analysing patterns and behaviours. This gives salespeople and marketers context for timely interventions that can strengthen conversion rates.
2. AI is accelerating business processes
Today, revenue leaders are focused on just two things: profitability and retention. As AI becomes ingrained in day-to-day operations, it’s playing a major role in helping achieve those all-important metrics.
HubSpot’s latest tool, Breeze Copilot, is set to transform sales operations by automating clerical tasks such as data management. It frees up their human counterparts to put focus on relationship building and strategy. It’s clear that the needs of today’s buyers are front-and-centre of AI. Those leveraging data driven insights are positioned to stay ahead of the curve. Not including colleagues entering the workforce now, who simply won’t know a world before AI.
3. AI as agents: the future of integrated teams
The integration of AI into various aspects of business operations continued throughout the event, as HubSpot also launched AI Agents. Rebranding AI tools as “agents” is a clever move by HubSpot. It normalises technology that is becoming deeply integrated into everyday ways of working. Instead of seeing AI as an external tool, we’re beginning to understand it as a ‘team member’. It works alongside us—augmenting our abilities and handling repetitive tasks.
We came away from INBOUND24 excited by the possibilities these agents offer to support teams across various functions:
- Breeze Content Agent: Helps marketers spend less time on content creation. Instead, more time on strategic thinking by developing data-driven content quickly.
- Breeze Social Media Agent: Analyses performance, audience trends, and market dynamics. Crafting social media strategies that cut through the noise.
- Breeze Prospecting Agent: Takes over time-consuming prospecting tasks, researching and executing personalised outreach strategies. Allowing sales teams to focus on building relationships with the most promising leads.
- Breeze Customer Agent: Supports customer service by using a business’s knowledge base and blog content to provide 24/7, real-time responses to customer queries.
4. Data unification: the backbone of AI
Data unification is the cornerstone of AI-driven business strategies. As companies become more data-centric, it’s crucial that data is not only up-to-date but also easily accessible and actionable. Andy Pitre, EVP of Product at HubSpot, along with industry leaders like Francois Ajenstat (former CPO of Tableau) and Karen Ng (SVP of Product at HubSpot), stressed the importance of creating seamless data experiences that make it easier to act on insights.
As Francois Ajenstat aptly put it, “Data without action is a missed opportunity.” AI tools are helping businesses bridge that gap. They’re turning raw data into valuable insights that can be applied across all customer touchpoints.
5. The challenge of keeping up
As technology continues to evolve, so too do the challenges that come with staying ahead of the curve. According to HubSpot’s Founder and CTO, Dharmesh Shah, AI’s capabilities are doubling every six months. Leaving revenue leaders scrambling to keep pace. Businesses need to continuously adapt their strategies, experiment with new technologies, and remain flexible in the face of rapid change.
To wrap up
It’s clear to see that AI is no longer a future consideration. It’s here now, and it’s changing the way businesses operate from top to bottom. Whether it’s understanding buyer intent, streamlining processes, or leveraging AI agents, the companies that embrace AI are the ones that will lead in this next era of sales and marketing.
At durhamlane, we’re excited to be part of this journey, integrating AI into our strategies to deliver more value to our clients and stay ahead in an ever-evolving marketplace.