AI is transforming B2B marketing by enabling teams to work more efficiently and better engage customers. HubSpot introduced Breeze Intelligence, a suite of AI-driven tools designed to boost productivity and streamline marketing, sales, and customer service workflows.
The “AI First” trend reflects AI’s central role in modern marketing. HubSpot’s Breeze Intelligence suite embodies this shift, focusing on:
- Multimodal Capabilities (content remixing and multilingual video production),
- AI in Data Analysis (advanced data enrichment and user intent insights),
- and AI as a Thinking Partner (collaborative AI tools for problem-solving).
These advancements position AI as both a tool for automation and a strategic innovation partner.
HubSpot’s Breeze Intelligence suite supports B2B marketing and customer engagement by automating workflows across key areas. The Copilot acts as a day-to-day assistant on the web, browser, and mobile, streamlining routine tasks. Complementing it, specialized AI Agents—like the Content, Social Media, Prospecting, and Customer Agents—focus on content creation, lead management, social media, and customer support. Additionally, features like Data Enrichment, Buyer Intent, and Form Shortening enhance customer data, lead prioritization, and user experience, integrating seamlessly across the Content, Marketing, and Sales Hubs to drive growth and optimize the customer journey.
HubSpot Breeze Copilot
Available primarily via chat within the HubSpot CRM, the Breeze Copilot is designed to boost productivity by automating routine tasks and providing data-driven insights. It is invaluable support for marketing, sales, and customer service.
Use cases
1. Sales: Breeze Copilot streamlines prospect research, CRM updates, outreach emails, and call prep summaries, giving sales teams timely insights and personalized recommendations for better engagement.
2. Marketing: As a virtual assistant, Copilot supports content creation, from brainstorming to drafting edits, helping marketers create campaign materials efficiently.
3. Customer service: Copilot improves customer support by summarizing tickets and suggesting responses, ensuring quick, consistent replies that enhance customer satisfaction.
Copilot in action
Copilot has been tested on structured tasks such as:
- Collecting general information about a prospect via prompt.
- Adding prospects to CRM with a single click.
- Crafting personalized, nurturing emails based on prospect data.
- Summarizing all past interactions for thorough call preparation.
Pros and Cons
- Pros: The intuitive GPT-like interface streamlines the process from research to CRM entry. It’s particularly useful for early-stage prospecting and email personalization, while the summary feature offers quick insights for sales calls.
- Cons: Initially, the output may be somewhat generic, requiring detailed prompts to yield more personalized results.
This tool’s focus on routine task automation and data integration makes it an essential resource for B2B teams aiming to streamline workflows and improve lead management efficiency.
HubSpot Breeze Agents: AI-powered specialists for every function
HubSpot’s Breeze Agents, available within the HubSpot CRM, are specialized AI tools designed to automate specific workflows and support distinct areas of B2B marketing, sales, and customer service. Each agent has unique capabilities, making it adaptable to various business functions.
Breeze Agents use cases
We tested the four most commonly used agents across three key areas: Marketing, Sales, and Customer Services.
1. Marketing use case
Breeze Content Agent
- Creates blog posts, landing pages
- Helps edit podcast
- Generates case studies, etc
- Knows company details, audience, industry
- Understands what’s trending on social media and how it matches with business
- Creates content for different platforms
2. Sales use case
Breeze Prospecting Agent
- Engages with inbound leads
- Handles backlog of unchecked leads
- Personalizes outreach and sends it
3. Customer service use case
Breeze Customer Agent
- Responds directly to customer questions 24/7
Another HubSpot’s featured agent that we have tested was Content Remix. It repurposes a piece of content, making its format adopted for different channels. For example, you can upload a long-read blog post and have it repurposed for social media posts in seconds (and have it published immediately or scheduled for publishing).
The complete, tested content flow with Breeze Agents
We have experimented with optimizing blog post generation for one of our clients using just two HubSpot Breeze Agents – Content agent and Content remix.
Content agent
1️⃣ A blog post idea defined
2️⃣ A blog post title selected
3️⃣ A blog post title selected
In 3 steps and 2 minutes, a short blog post was generated.
Content remix
Then we used Content remix to repurpose the blog post previously created with the Content Agent.
1️⃣ Selecting type of content to be remixed
2️⃣ Uploading a file that we want to repurpose
3️⃣ Selecting types of content we want to get out of our input
4️⃣ Generating a desired piece of content. The entire process took ~2 minutes
Altogether, creating a blog post from scratch and generating a social media post based on the blog post took us around 5 minutes.
Breeze Intelligence features
As Breeze Intelligence features are mostly dedicated to salespeople’s needs, we will analyze them in depth in our next blog post on AI solutions for Sales. Meanwhile, here’s a brief overview of the two main features that caught our attention (Buyer Intent and Data Enrichment).
Another Breeze Intelligence feature is AI-driven form shortening to streamline surveys.
AI Video Generation
While HubSpot’s AI solutions cover a wide range of marketing, sales, and customer service needs, video generation is another critical aspect of B2B marketing that requires attention. To address this, we tested HeyGen—an AI video generation platform and HubSpot partner—to help increase the volume of video content for one of our clients. We trained the AI using video samples of our client’s partners, enabling it to generate videos where they ‘speak’ based on custom scripts. We then localized these videos for different target audiences, specifically German, Spanish, French, and Japanese.
A key drawback to consider with HeyGen is the lengthy processing timA key drawback to consider with HeyGen is the lengthy processing time for video generation, often 36 hours or more—important to note if you need fast content delivery.
Final thoughts
The integration of AI into CRM tools, as seen with HubSpot’s Breeze Intelligence, brings significant advantages to B2B marketing by enhancing data enrichment, lead scoring, and buyer intent insights—helping businesses prioritize high-fit prospects more efficiently. Automation through AI enables the creation of personalized, dynamic content tailored to specific audience segments. This drives engagement while reducing the need for manual intervention. Tools like the Copilot and Breeze Agents streamline content repurposing across channels, while AI analytics offer insights on optimal timing and formats for maximum reach. Embracing a cohesive AI-driven approach with tools like Breeze can streamline CRM workflows, optimize lead management, and enhance the overall customer journey, positioning businesses for sustained growth in an increasingly competitive landscape.
