The Cargas team spent last week soaking it all in at HubSpot Inbound and returned with loads of insights. Here are our top takeaways from the event.

1 | HubSpot Doubled Down on AI

AI took much of the spotlight at last year’s event, and 2024 was no different. The big news this year—HubSpot is making AI a Breeze, rolling out embedded functionality across the platform. Breeze currently has three components: 

• Breeze Copilot – to help sales teams identify prospects, compose personalized emails, and summarize activity and interactions. 

• Breeze Agents – with four areas of focus—Content, Social, Prospecting, and Customer—to support the key roles of marketing, sales, and service teams. 

• Breeze Intelligence – to provide organizations with unified data about customers and prospects, including fit scores and intent signals. 

Outside of Breeze, HubSpot has packed the platform with other AI features, like video avatars, campaign workflows, and personalized subscription options. And we expect them to keep coming. 

HubSpot is clearly investing in AI, and they’re strategically building tools right into the platform so customers can get everything they need from one place. 

2 | Buyers Are Searching… Everywhere

We all know consumers do loads of research before they ever reach a salesperson, but the search process is less linear than ever. Buyers may bounce around from a website to a YouTube video to social media to searching a company from a paid ad they viewed (but not click the ad itself). 

The challenge for marketers is tracking attribution and covering all the channels buyers may be. So content creation, and especially repurposing content across all available channels, remains critical. And AI can help. 

If you can produce a fantastic piece of content, AI tools like HubSpot’s Content Remix, can help you adapt it for different channels so you can meet buyers where they are. 

3 | Be a Media Company 

Speaking of content, you might want to adopt Marcus Sheridan’s advice to become a media company. Sheridan evangelizes obsessing over customer questions and answering them to become a trusted voice in your industry. 

He’s also emphatic that video is the best medium. Video helps buyers see, hear, and know you before they ever interact with you, increasing conversions and close rates. Video can be used across many channels and platforms and can be combined with other media to boost impact. 

So no matter what industry you’re in—it’s time to get good at video. 

4 | The Customer is King

Marcus Sheridan is not alone in his obsession with the customer. It’s a core HubSpot tenant, too, and critical for businesses. 

With most revenue coming from existing customers, retention and growth should be key strategies. But have you considered your customers’ impact on new business? 

Successfully building customer relationships will help you achieve total lifetime value, but your customers also serve as salespeople—they’re just not on payroll. 

Focusing on the customer—their needs, their experience, and how you can bring them value—is a strategy that will never become obsolete.

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