Using HubSpot as a smart CRM system

13 March 2023

"Write a blog post about HubSpot's new Artificial Intelligence (AI) functionalities" or "make a list of all companies in the database broken down by region". These are questions we’ll no longer ask our colleagues. From now on, we’ll ask HubSpot's new smart AI tools; and the Content Assistant. Allow us to explain.

header chatgpt

Chatting with your CRM

It’s possible thanks to HubSpot CRM's link with the ChatGPT language model and DALL-E 2 image generator – among other things. Or, to put it differently: it’s possible thanks to the first version of the 'conversational bot' collects data from your CRM and combines it to formulate answers within seconds. This allows users to rapidly process large amounts of data, which is perfect for profiles such as stakeholders. They can use the chatbot to gather insights from their data more efficiently, ultimately enabling them to make better decisions more quickly.


Ask the right questions

A chatbot that collects data from your CRM to generate answers and insights in a matter of seconds. That must mean you don’t have to do anything yourself anymore, right? Well, not quite.

The quality of the answers ChatSpot generates depends heavily on the way you formulate your questions and the availability of output that can be linked to it. The bot needs to be able to understand your questions and find the data you are referring to.

That’s why it’s extremely important to have a tidy and well-organised database. If the input is poorly structured or contains inaccurate information, it can lead to low-quality search results. Garbage in, garbage out.

So, what exactly can you ask ChatSpot? Well, almost everything! Below we have listed some examples of possible questions:

  • How many contacts in the CRM are from Antwerp?

  • Find companies in the food industry with more than 250 employees.

  • Compose a professional email to a potential client.

  • Show last year's monthly website traffic as a bar chart.

  • Create a report of companies added to the database in the fourth quarter and break them down by country.

  • Export this report to a Google Sheet document.

  • Generate an image for an Instagram post about our next campaign.

welcome screen

Are you looking for sales insights instead? Then you can also ask ChatSpot for a status update on the sales pipeline or the expected monthly profit. ChatSpot can provide insights for any type of user.

The chatbot can also carry out assignments. For example, do you want to create a contact or a support ticket in HubSpot? Then you can also use ChatSpot to do so.

Finally, ChatSpot can also support the development of workflows. You can ask ChatSpot to design a workflow the same way you can ask ChatGPT to write a piece of code. If you clearly describe the stages of the automation, the bot will be able to set up a workflow with ease.

Thanks to this last functionality, HubSpot is also becoming more accessible to the general public, regardless of their technical knowledge or CRM experience.

All of the abovementioned features are just the tip of the ChatSpot iceberg. The chatbot is currently available as a 'public alpha' and will be developed further in the coming months.

Want to try out ChatSpot yourself? Join the waiting list to get exclusive access:

Infinite inspiration with the Content Assistant

Content is an essential part of an inbound strategy, but everyone suffers from writer's block from time to time, as content creation requires a lot of time and resources.

Luckily, HubSpot’s new Content Assistant (CA) is there to help you out when you need inspiration for a new blog pot or important email.

The CA can write blog titles and intros, as well as first drafts for landing pages, web pages and emails. When it’s finished, you can edit or add to the content or draft as you like. Additionally, you can also brainstorm with the tool by asking it for ideas to put your product or service in the spotlight, for example.

Currently, the CA is still in 'private beta' and ysou can only get access on request.

Would you like to experiment with the CA? Request your early access on the HubSpot website for a chance to try the CA out. You might just become one of the lucky ones that get their own virtual assistant!

10 creative ways

Work smarter, not harder

HubSpot’s new AI functionalities help you get more work done in less time. From making dashboards to writing blog posts and pulling statistics for stakeholders… with HubSpot’s ChatSpot and Content Assistant, you’re done in just a few clicks.

Because of all these innovations, the role of iO (and other digital agencies) is shifting even more towards that of a strategic partner. One that helps its clients solve complex issues, streamline business processes and come up with creative solutions.

Want to know how we can help you use HubSpot (more) efficiently? Feel free to contact our experts for more information.

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