To answer the above question, we first need to understand what AI or Artificial Intelligence is.
This quote from the European Parliament‘s website is clear and concise:
“Artificial intelligence (AI) is the ability of a machine to reproduce human-like competencies such as reasoning, learning, planning and creativity.”
In the context of Marketing and Sales, AI can be applied to different processes to optimise results in these areas.
Whether applicable to reporting processes, data collection and analysis, predicting results or the (“intelligent”) segmentation of communication at scale, the purpose and advantages of AI generally relate to:
- – Optimising repetitive processes – whether for reasons of saving resources, procedural quality or scale;
- – Identifying patterns and behaviours – by analysing and mining data, which can be isolated and, if necessary, applied to build data models;
- – Learning – by building predictive data models, i.e. that anticipate and/or model future actions based on past events and defined rules;
- – Practical application of all these actions – allowing human efforts (by nature a scarce resource) to be channelled into initiatives where their added value is undeniable.
If AI is the “brain”, then automations and even more so ARPs (Automated Robotic Processes) are its “arm”:
Artificial Intelligence and Automation are 2 sides of the same coin.
What Marketing and Sales actions can we leverage with HubSpot’s AI and Automation?
Here are some of the possible actions associated with marketing and sales that we can leverage with AI and automation:
Creating Content
This is probably the main objective for which AI is being used in marketing and sales. We all know OpenAI’s ChatGPT, Google’s Gemini or Midjorney.
Through these large, AI-based generative language models (LLMs), it is possible to write marketing content, including subtitles in different languages, generate social media posts, texts for marketing and sales emails or blog articles.
In addition to writing, AI is used to create all kinds of multimedia, such as images, audio and even video (unfortunately even deep fakes).
Data analysis
Most digital marketing tools offer reports and analyses, but more often than not, marketers still need to export and aggregate data from the different platforms used, as if they were pieces of a gigantic puzzle, in order to get an overview.
The use of artificial intelligence (AI) in data analysis makes it possible to collect and analyse large amounts of data from various marketing platforms, summarising the findings into a result that is understandable and actionable.
Reducing Administrative Work
Most of us “spend” significant amounts of our time in meetings and on administrative tasks.
According to a recent study of 1,350+ professionals, an average of two hours and 24 minutes per day can be saved by using AI and automation tools for marketing.
AI tools can handle manual tasks such as scheduling meetings, summarising articles and research, transcribing and analysing calls, translating and localising content, taking meeting notes.
Predicting customer behaviour
A major use of AI in digital marketing is predicting customer behaviour and sales.
AI can predict the outcome of marketing campaigns using historical data such as consumer engagement metrics, purchases, time on page, email opens and much more.
This information helps develop better, more dynamic campaigns that produce sales and increase ROI.
Improving the customer experience
The customer experience is crucial for any company that wants to succeed, and AI can help provide better experiences by personalising our website to identified customers.
A significant advantage of using AI in customer service is its ability to offer 24/7 assistance, with an experience that is 100 per cent aligned with the brand’s principles.
A good example of this application is customer self-service tools, which allow the customer to feel this permanent support, even if a human being is not accompanying them.
5 Hubspot Tools for Marketing and Sales using AI
Here are some of the many Hubspot tools that use AI, including a link to a more detailed description in the Hubspot Knowledge Base:
- 1. HubSpot Predictive Lead Scoring: This tool uses AI to analyse your CRM data and identify the leads most likely to convert into customers. Based on a variety of factors, such as past interactions and demographic information, the tool assigns a score to each lead, helping your sales team to prioritise their time and effort. More info here.
- 2. Hubspot AI Sales Forecasting: AI forecasting uses predictive artificial intelligence to project future sales based on sales history. It provides an additional perspective that helps calibrate accurate forecasts for sales teams and is very useful information for getting an overview of the entire organisation, considering all the deals in the tables. More info here.
- 3. HubSpot Content Strategy Tool: This tool uses AI to help identify topics that are relevant to your target audience and have the potential to generate traffic and leads.
- 4. HubSpot Email Optimisation: HubSpot uses AI to optimise the sending of emails. The tool analyses the past behaviour of your contacts and determines the best time to send emails to each of them, thus increasing open and click rates.
- 5. HubSpot Service Hub: HubSpot’s Service Hub uses AI to automate and improve customer service. For example, its chatbot can automatically answer frequently asked questions, schedule meetings and forward more complex issues to your support team.
In addition to these tools, it’s worth highlighting the new ChapSpot AI assistant:
What is the ChatSpot AI Assistant?
ChatSpot is a conversational tool launched in 2023 by Hubspot, based on OpenAi’s LLM models, specifically ChatGPT and Dall-e.
It is integrated directly into Hubspot products, in the various modules or Hubs and can do several different things such as:
- – Prospecting companies (because it’s connected to the Clearbit business database) for outbound campaigns,
- – Generate content in written and image format, integrated into the marketing, sales, service and CMS modules,
- – Analysing the SEO of your site,
- – Summarising reports and articles,
- – Creating reports and feedback surveys,
- – Complete registration actions (create, summarise, assign or update contacts, companies, deals and tickets) based on CRM data,
- – Soon much more!
The marketing activities that most commonly use AI are the production of content and the personalisation of communication to segmented audiences:
It’s clear that artificial intelligence is increasingly being integrated into the day-to-day operations of pre-sales (marketing), sales and post-sales.
When used judiciously, tools like take the work out of and add efficiency to the operations of the companies that use them.
Do you want to know how you can optimise your marketing, sales and customer service operations?
Book an appointment with SmartLinks and, without any obligation, see how we can help!
Article originally published in March 2024 and updated in January 2025.
