HubSpot AI agents in practice: What can they really do?

Are you a HubSpot user or are you interested in the platform and wondering how artificial intelligence (AI) can revolutionize your everyday work? Then you've come to the right place! In this podcast, Stefan Wendt and Domink Enzler take a deep dive into the world of HubSpot AI agents and show you how they can take your efficiency in customer service, sales and marketing to a new level.

What are HubSpot AI agents and why should you know them?

AI agents are intelligent software solutions designed to automate repetitive tasks, analyse data and enable personalized interactions. HubSpot has invested heavily in this area and already offers a range of specialized AI agents to help you optimize your processes and save time.

There are currently five main agents that HubSpot is looking into or already offers: the Customer Agent, the Content Agent, the Business Database Agent, the Prospecting Agent and the Social Media Agent. Some of these are already live, others are still in the beta phase.
Let's take a closer look at these agents:

1. the Customer Agent: your smart customer service helper

The Customer Agent is a clear service tool and is often the most advanced, in some cases already live in the portal. It was developed to relieve your support team and process customer inquiries more efficiently.

How it works: The customer agent can read support requests from various sources such as emails, forms or messengers. Based on the content of the ticket, it assigns it a category that you can preset or customize. The ticket is then assigned to the right employee based on this category, which significantly reduces manual effort and increases efficiency.

Advantages and use cases:

• Automated answers: The agent knows your content (e.g. product descriptions, knowledge base) and can suggest predefined answers based on ticket content or provide them directly.
  AI chatbot: The customer agent can act as an AI chatbot on your website and answer product questions completely autonomously.
• Intelligent actions: You can store trigger words or phrases for the agent (e.g. "How much does this cost?"). If information is missing (e.g. article number), the agent can ask directly. Once all the information is there, it can access third-party systems such as your ERP system via an API, retrieve prices and communicate directly.
• Ability to learn: The AI learns and gets better and better at assigning categories and processing requests over time.
• Transfer to sales: It can transfer all collected information to the sales department when a booking is requested so that they can work directly with a qualified lead.

Important note on hosting: The agents are currently still hosted in the USA, but HubSpot is working on making this possible in Europe within the next few weeks. HubSpot guarantees that your content will be encrypted and will not be used to train LLMs.

Costs: The use of the Customer Agent is billed via HubSpot/Breeze Credits. One credit corresponds to approximately 0.01 US dollars. 100 credits are required for one Customer Agent action. HubSpot provides a standard balance of 3,000 credits, which is sufficient for around 30 requests. An example: If you have 100 support requests a day and the customer agent answers 50% of them, that's 1,000 requests a month. This would cost around 1,000 US dollars, which is often a considerable saving compared to the manual effort.

2. the Prospecting Agent: your personal sales assistant

This agent is designed for sales teams and searches through your target customers and contacts in the CRM.

What it does: The Prospecting Agent analyzes your CRM data and other information provided by HubSpot via Breeze to determine the optimal time and appropriate content for approaching potential customers.

Two operating modes:

• Fully automated: It can create a complete outreach campaign and send automated emails based on various parameters (e.g. when contacts most often open their emails).
• Supporting: As a sales employee, you receive a message indicating that now is a good time to send an email, including a draft that has already been formulated. You check it and then send it out if necessary.

Current restrictions: At the moment, the Prospecting Agent is only available in English (beta phase) and focuses on a one-channel strategy via email and not an omni-channel strategy. It is not yet ideal for "people business" approaches that involve multiple channels such as LinkedIn, phone calls or voice messages. It only accesses internal HubSpot and Breeze data, not external sources such as the LinkedIn Sales Navigator.

Nevertheless, it is exciting that you can train the agent with company information, products and services and even adapt its tonality and identity to your sales profile. For business models with quick purchases or large target groups, where a watering can method can be useful, it offers good added value.

3. the content agent: your creative booster for marketing

The Content Agent is a powerful tool that helps you to automatically create landing pages, podcasts, case studies and blog articles.

How it works: You can tell the content agent your company tone of voice and brand voice so that it always generates content in your desired language. It automatically suggests topics and creates texts that you can then supplement with the integrated AI image generator. This saves you valuable time on research, text and image creation. The agent uses various AI models to achieve the best possible result.

Critical review and tips: Even though it can take a lot of work off your hands, caution is advised. Content that is completely AI-generated can appear generic and may not deliver the desired results, as unique, in-depth content is better received these days and is better for your SEO performance.

To increase quality, you can:

• Upload your own documents: Feed the agent with company playbooks, quarterly reports or final presentations to increase the individuality of the content.
• Contribute your expertise: Use the agent as a foundation and add your own expertise to stand out from the "swamp of AI".

Current challenges:

• Podcast voices: AI-generated voices in corporate podcasts are industry-dependent and don't always fit the "people business" approach where personality matters.
• Design compatibility: The agent uses predefined themes and layouts that are often not compatible with your company's individual corporate design (CI). The created content could be used, but the complete integration into your module world is not yet given.
  
  

4. the Social Media Agent & the Business Database Agent:

These two agents are currently still at an early stage:

• Social Media Agent: is in private beta and is designed to suggest social media strategies as well as create content to ensure quality and consistency. Details on image and video processing are not yet known.
• Business Database Agent / Knowledge Base Agent: Not yet available as a beta, but will continuously analyze service requests and proactively make suggestions for knowledge base articles to make tickets more efficient.

We will keep you updated as soon as we know more about these exciting developments! Subscribe to us on YouTube to make sure you don't miss any updates.

Conclusion: HubSpot AI agents in practice check

HubSpot AI agents already offer you considerable potential to reduce manual effort and speed up your processes. Whether in customer service, sales or marketing - intelligent automation is a game changer. Even if some agents are still in the beta phase and there are limitations (e.g. language support, CI integration), the direction is clear: more efficiency through AI.

Do you have specific use cases or questions about HubSpot AI agents? Then don't hesitate to book a free appointment with us. We will go through your use case together and show you how you can use the agents optimally for your business.

If you want to stay up to date with the latest trends in CRM, subscribe to our free newsletter here.