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AI in marketing: a practical example - HubSpot

Date
08/11/2023

Generative artificial intelligence (AI) is finding more and more applications. After highlighting areas of application for AI in companies and in communication in the first two parts of our blog series, this time we are focussing on the area of marketing. Using the example of HubSpot, whose Diamond Partner is RYZE Digital, we would like to show how AI can be integrated into marketing processes in an innovative way.

Lightning-fast marketing with AI:
How it works at HubSpot

HubSpot refers to its software as a customer platform, as the functionalities go far beyond a regular CRM (Customer Relationship Management) tool . All points of contact with potential customers can be organised from a single source. This starts with emails, newsletters and events and extends to website content and social media posts. Like a spider in its web, HubSpot gives users a quick overview of everything. In its new beta version, HubSpot now provides users with even more options: An AI has been integrated into the software and can be accessed from all areas either via the lightning bolt icon or by typing a backslash (\) in the input fields. Previously, users had to use chatspot.ai for the AI.

Diagram with grey and orange text boxes

HubSpot as a customer platform

The aim of the new service is to make it much easier to create content that suits the company and thus take communication with interested parties, customers and the general public to a new level. Thanks to the integrated AI, emails and posts can be created and sent at lightning speed.

 

AI functions in the CRM in HubSpot

HubSpot uses AI technology to better understand customer behaviour and adapt marketing campaigns accordingly. One example of this is the use of AI to analyse data from email campaigns. Thanks to AI, HubSpot can recognise which emails are particularly well received by recipients, which subject lines have the highest open rate and the best time of day to send the emails. Based on these findings, the company can optimise and personalise future email campaigns - and thus increase the success rate.

 

Another example is the use of AI in the creation of content. HubSpot uses AI-supported tools to identify relevant keywords and optimise content so that it can be found more easily by search engines. This leads to improved visibility of the content and therefore a higher reach.

 

HubSpot also uses AI in the area of social media. With the help of AI-supported tools, the company can recognise which content is best received on which platforms and how it can be tailored to the needs of the target group. This enables HubSpot users to customise their social media strategy and increase reach and interaction.

 

HubSpot is particularly focussed on improving customer communication through AI. With the help of chatbots and automated email responses, the software makes it possible to respond quickly and efficiently to customer enquiries. The key here is to make communication as human-like as possible in order to create a positive customer experience.

 

AI is also being used in the field of email marketing. Thanks to AI-supported tools, HubSpot can create personalised email campaigns that are tailored to the behaviour and preferences of recipients. This leads to improved customer loyalty and a higher conversion rate.

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Summary:
Why AI is indispensable in marketing

In a world where the amount of available data is constantly growing, AI is an indispensable tool for analysing this data and gaining valuable insights for the marketing strategy. The use of CRM systems such as HubSpot is revolutionising the work of marketing departments. AI is also having a significant impact on the way companies communicate with their customers and market their own products and services.

 

 

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