Live from Boston... it's Inbound 24! After an 8 year hiatus, I got the opportunity to attend my fourth Inbound and it did not disappoint. There's a buzz in the air that brought me back to 2012 when I attended my first Inbound. It's hard to describe when you're not there ("You had to be there, man") but the recent updates with the six hubs, shows that HubSpot is making waves in the digital world once again. Here are some highlights from this year's conference...
HubSpot cofounder (and tech god) Dharmesh Shah set the tone of this year's conference by wearing an "agent.ai" t-shirt. This was related to the big announcement of HubSpot's new AI tool called "Breeze." This built-in brainpower helps you work smarter with Copilot and four specialized Agents (Content, Social Media, Prospecting, and Customer). Plus, 80+ new features are sprinkled throughout the platform - from remixing videos into social media gold to predicting sales like a fortune teller. Side note, HubSpot updated its Forms tool (it's about time) and Breeze can pre-fill them with artificial intelligence.
OK, you need AI to survive in today's digital world. However, the need for the human touch and real-life expertise is more important than ever. The key is to use AI to help you work but not do all the work. For example, don't be shy and use AI to get a draft started, but then edit your content with your own personality. On a related note, word on the street that Marketing Hub + Content Hub is how you do it (like Montell Jordan). Newly released HubSpot tools like Content Remix can help generate leads with smarter lead scoring, and measure your impact with the all-new Marketing Analytics Suite. And if you’re feeling overwhelmed by all of the apps out there, HubSpot research shows that companies using one platform see 107% more leads, 35% more deals closed, and 28% faster customer service.
David Spade (best known for Saturday Night Live and Adam Sandler movies) was the featured comedian for this year's "After Hours" and was a nice diversion from the heady breakout sessions. As expected, he had never heard of HubSpot before this gig and he didn't hide the fact by saying he did some research but "still doesn't understand it." As a longtime SNL fan in his 40s, I could relate to pretty much every bit he had. If you're not familiar, check out his podcast with Dana Carvey called Fly On The Wall.
I'm not a developer, but there was a buzz about App Cards. Basically, HubSpot has introduced a new framework for building dynamic applications within its platform. UI extensions are the first step towards a more open ecosystem, enabling developers to create deeper integrations that seamlessly connect with HubSpot's core features. These cards allow users to view, synchronize, and interact with data between HubSpot and other applications in their tech stack. App cards are a direct result of UI extensibility.
This left-field comment came from Inbound veteran Marcus Sheridan. This man has more energy than a 5-year-old at a birthday party. His "I started as a pool guy" story is always inspiring and he's built up quite a following at HubSpot. This year he talked about the idea of positioning yourself as a media company - no matter what industry you're in! You see examples of this all over YouTube these days - for example, chefs and home improvement experts have become celebrities. So even if you can't afford a media team, you still need to step it up and improve your video marketing game.
If you're new to HubSpot or looking to improve your digital marketing efforts, you should consider working with a HubSpot Solutions Partner (like Vendilli Digital Group). We can help you set up and leverage the platform most effectively. By partnering with an agency, you gain valuable expertise to optimize your HubSpot usage and achieve your marketing and sales goals! More info...