New product updates from HubSpot
December is not only the month of celebration, but also of brand new HubSpot product updates! HubSpot product updates are designed to support you in optimising your marketing and sales strategies. This month, HubSpot again brings new features and improvements specifically developed to simplify your business processes and help your team work even more effectively.
Curious how these updates can help you close the year with a bang and start the new year well prepared?
I'll tell you all about it in this blog!
Updates in this blog:
Updated API for marketing events
What is it?
HubSpot has announced the updated API for marketing events, designed to overcome the current limitations and provide app developers with tools for event management and data analysis. This update includes access to all marketing events via the API, regardless of the creation source, enabling comprehensive management and insightful data analysis.
Why is this important?
This update mainly addresses two challenges:
- The function of the API is limited to the use of externalEventId and externalAccountId.
- externalEventId: Represents the event ID within a specific application.
- externalAccountId: Represents the account ID within a specific application.
Because of these limitations, each application can only communicate with the marketing events it has created itself, which hinders event management across apps.
- Offline and manually created events: for events created via the UI with manually imported attendees, the externalEventId and externalAccountId fields are missing, making them inaccessible to applications.
With this update, app developers get a single, unified view and control over all marketing events, regardless of the application they originate from. They can collect and analyse data on all events to create detailed attribution reports, calculate ROI and segment customers more effectively.
Who gets it?
All hubs and tiers
Anomaly detection on reports
What is it?
You can now use AI to find anomalous data points in reports.
Why is this important?
With the introduction of AI-driven anomaly detection in HubSpot reporting, users can identify unexpected data points more easily and effectively, surface problems and take informed action.
How does it work?
To add the anomaly detection highlighting, open any time-based line or bar report and switch on the "Anomalies" option.
This adds a visual range for anomaly detection and flags points that may be anomalies. It can be added in the report viewer, the single-object report builder and the custom report builder.
The visual range and the anomalies are determined by HubSpot's AI model, which takes into account all the data within the current report.
After adding anomaly detection to your report, you need to click "Save" to make sure it stays in your report.
Who gets it?
Professional Customer Platform, Enterprise Customer Platform
AI predictive trendlines
What is it?
You can now use AI to predict future data trends in your reports.
Why is this important?
AI-driven forecasting in reports improves decision-making by making it easier to identify trends and forecast outcomes within your workflow.
How does it work?
To add a predictive trendline, open any timeline chart report and select "Predictive" in the "Trends" dropdown menu.
Rules for negative scores (lead score)
What is it?
With rules for negative scores, you can assign negative points to your lead scores.
Why is this important?
Since HubSpot introduced lead scoring, one of the most requested features has been the ability to assign negative points to lower a contact's or company's score based on undesirable actions or properties. This is crucial if you want to create more accurate, more targeted scores that help you prioritise leads effectively.
For example, a contact may have a high engagement score due to frequent interaction with your marketing content, but if they have recently unsubscribed from your newsletter, you want that action reflected in their score. Similarly, a contact may have a strong fit score based on company size and role, but if they are located in a region where your company is not active, that factor should be reflected in their fit score.
How does it work?
- Navigate to Marketing > Lead score and click Create score.
- For the event or property group you want to give a negative score, click the dropdown menu and select Subtract, then enter the points you want to subtract.
Group limits: you can set a limit for each group that contains both positive and negative rules. For example, if you apply a limit of 20 points to a group, no more than 20 points will be added or subtracted, even if the rules within that group vary.
Minimum: the lowest possible score is zero, which means the total score cannot go below zero (regardless of how many negative rules are applied).
Who gets it?
Marketing Pro, Marketing Enterprise
Search suggestions within reporting
What is it?
Breeze's AI search helps you find specific reports, statistics and insights faster. With this feature, you can find reports directly from the search bar, using keywords, report titles or questions you want answered, to jump straight to what you need.
Why is this important?
Data-driven decisions can be made quickly. This search is designed to help you get quick access to insights so you can focus on strategy, not searching. With AI capabilities, you can navigate through all your saved reports and all of HubSpot's out-of-the-box reports to find the reports that matter most to you, without having to dig through menus.
How does it work?
Go to your reporting app and type what you're looking for in the search bar. The AI-powered search automatically shows the most relevant results based on your keywords and reporting needs.
Who gets it?
All hubs and tiers
Helpdesk message analytics
What is it?
With this new data type, Helpdesk users can analyse the following:
- At what time of day do my reps send messages?
- At what time of day do my customers send messages?
- Average time my support team needed to reply to messages, per rep
- Average time my customers had to wait for a reply, per customer
- Which customers take a long time to reply?
- Which conversations have a high volume of customer messages? Which conversations have a high volume of rep messages?
Why is this important?
As a leader of support teams working from the Helpdesk, I want to report on the messaging behaviour of my users and contacts, so I can assess the health of my team and my customers and make decisions about coaching and subscriptions.
How does it work?
You can create these reports in the custom report builder, under the "Service" and "Helpdesk messages" categories.
Who gets it?
Service Pro, Service Enterprise
Sales Hub in Google Calendar
What is it?
Meet Sales Hub in Google Calendar, a new feature of the HubSpot Sales Chrome extension. Now you can effortlessly log meeting outcomes, prepare for upcoming meetings and do follow-ups, all from within your Google Calendar.
Why is this important?
Sales reps have a lot on their plate, from prospecting to closing deals. We know switching between tools can be a hassle. That's why we've integrated essential Meetings features into Google Calendar. Now you can prepare for meetings, follow up and log their outcomes without missing a thing, making your workflow smoother and boosting your productivity.
How does it work?
Enabling the feature:
- In the HubSpot Sales Chrome extension, navigate to Settings > Enable extension > Google Calendar to enable the feature.
Note: meeting preparation and follow-up are features of the meeting assistant, which is part of HubSpot's sales workspace. To benefit from meeting preparation and follow-up, you need to be enrolled in the public beta of the sales workspace (available for Sales Hub Pro+ users)
Upcoming meetings:
- For meetings that are coming up, users see the 'Prepare' button, which opens the meeting assistant in a new browser tab.
Past meetings:
- For meetings that took place in the past, users can:
- See the 'Follow Up' button, which opens the meeting assistant in a new browser tab.
- View and log the outcomes of previous meetings, with changes syncing directly to HubSpot.
Who gets it?
All hubs and tiers, Sales Starter, Sales Pro, Sales Enterprise
