vBase Blog

5 Steps to Supercharge Your GTM Strategy With HubSpot AI

Written by Joshua Simpson | Nov 13, 2024 9:27:26 AM

As customer expectations are becoming increasingly elevated by AI, HubSpot has been fast to update its offerings – so fast you might have missed it! 

With the new AI functionalities, sales and marketing leaders can make smarter decisions faster, generate quality content at quantity, and personalize customer experiences. This all permits more potent go-to-market strategies.

However, those who don’t utilise this new potential are at risk of being outperformed in their market by competitors who do.

So let’s see the 5 steps you can take with HubSpot’s new AI features to supercharge your go-to-market strategy.

 

1. Market Research

Understanding your target market and competition is the first step to a solid GTM strategy. HubSpot’s AI-powered tools streamline the research process:

  • AI-Powered Market Insights: HubSpot's AI can analyze market trends and predict demand for products in your industry, helping you pinpoint opportunities. This enables you to get a clear snapshot of competitors’ strengths and weaknesses.
    1. In HubSpot, go to Marketing > Market Research.
    2. Select AI Insights and set your criteria (e.g., industry, competitor names).
    3. Click Generate Insights to get a report on trends, customer interests, and competitive analysis.
  • Customer Segmentation and Persona Creation: Use HubSpot's AI tools to gather data and identify key customer personas automatically. AI analyzes historical data on your customers, identifying common traits and behaviors so you can create more accurate buyer personas and define your audience.
    1. Navigate to Contacts > Segmentation in HubSpot.
    2. Click Create New Segment and enable AI Persona Analysis.
    3. Select data sources and filters to define your customer base.
    4. Use AI-generated suggestions for creating personas based on demographics, purchasing patterns, and interests.

With these insights, you can confidently decide on the markets to target and tailor your messaging to appeal to different segments.

 

2. Define Your Value Proposition

A well-defined value proposition is crucial for differentiating your offering. HubSpot's AI can help refine and personalize your messaging:

  • AI-Powered Content Suggestions: HubSpot’s AI tools can generate value propositions, taglines, and other messaging ideas based on market data and your existing content. This ensures that your message is aligned with customer needs.
    1. Go to Marketing > Content Strategy and open AI Suggestions.
    2. Select your primary product or service, and click Generate Suggestions.
    3. HubSpot will present ideas based on current industry trends and competitor messaging. Select and save the best suggestions to refine your proposition.
  • Language Optimization: HubSpot’s AI can adjust the tone and language of your messaging for different audience segments, whether your target is B2B managers or individual consumers. This personalization makes communication more engaging and effective.
    1. Open Content Editor for any draft.
    2. Click on Optimize with AI and select your audience segment (e.g., B2B managers or retail consumers).
    3. Review the AI-suggested adjustments to tone and language, and click Apply Suggestions to implement the changes.

By honing your messaging with AI, you ensure that your GTM strategy resonates with each audience, increasing your chances of success.

 

3. Lead Gen and Nurturing

The heart of a GTM strategy is generating leads and nurturing them into sales-ready opportunities. HubSpot’s AI features excel at driving targeted lead generation:

  • AI-Powered Lead Scoring: HubSpot’s AI assigns lead scores based on prospect behaviors, demographics, and engagement history, allowing you to focus on high-potential leads.
    1. Go to Sales > Lead Scoring in HubSpot.
    2. Enable AI Scoring and set criteria for behaviors or demographics (e.g., page visits, industry).
    3. HubSpot will automatically assign scores to leads. Check the Lead Scoring Report to see high-potential leads.
  • Predictive Lead Recommendations: With AI insights, HubSpot can suggest prospects with similar characteristics to your best customers. You can optimize campaigns by targeting lookalike audiences who are likely to convert.
    1. Open Contacts and select Find Similar Leads.
    2. Choose a top-performing customer as a reference.
    3. HubSpot AI will generate a list of similar prospects. Add these prospects to a targeted list to start nurturing them.

This approach allows you to invest resources into leads with the highest probability of success, maximizing your return on investment.

 

Struggling with something?

Send our team of HubSpot engineers a message or book a free connect call. We love making your tools work better.

Everyone's Happier When Tools Work Better

 

4. AI-Powered Campaigns

Once your messaging and target audiences are defined, the next step is campaign development. HubSpot’s AI tools make campaign planning and execution straightforward and data-driven:

  • AI-Driven Workflow Automation: AI automates campaign workflows based on audience behaviors. If a prospect engages with an email, for instance, HubSpot can automatically follow up with relevant content.
    1. Go to Marketing > Workflows.
    2. Select AI-Driven Triggers and specify the desired behaviors (e.g., opened emails, clicked links).
    3. AI will create automated follow-ups based on these triggers. Preview the workflow and activate it to start automations.
  • Performance Forecasting and A/B Testing: HubSpot's AI predicts campaign outcomes and suggests optimal approaches, such as the best times to send emails. AI also tests different content variations, helping you choose the most effective version.
    1. In Campaign Editor, create two variations of your content.
    2. Enable AI-Driven Testing to predict which variation may perform better.
    3. Set the testing period, and review HubSpot’s AI-based predictions. Launch the campaign with the optimal version for increased engagement.

With these features, you can execute your GTM strategy efficiently, ensuring high engagement and conversion rates.

 

5. Analyze and Optimize

Tracking and improving results is crucial in any GTM strategy. HubSpot’s AI capabilities provide powerful analytics to refine your approach:

  • AI-Powered Reporting and Insights: HubSpot’s AI analyzes campaign results to provide actionable insights, such as which channels perform best and where to reallocate resources.
    1. Go to Reports > Analytics in HubSpot.
    2. Choose the campaign or workflow to analyze, then enable AI-Driven Insights.
    3. Review the AI-generated insights on performance metrics (e.g., clicks, conversions) and click Recommendations for suggested improvements.
  • Continuous Optimization: AI tools identify patterns in successful campaigns, allowing you to replicate winning tactics and improve areas of weakness. This iterative approach strengthens your GTM efforts over time.
    1. In Reports > Campaign Performance, select Optimization Suggestions.
    2. HubSpot’s AI will list areas of improvement (e.g., audience segmentation, content variations).
    3. Apply these optimizations to refine your campaigns continuously.

By continuously monitoring and optimizing, you ensure that your GTM strategy remains aligned with changing market conditions and customer preferences.

 

With these steps, we hope you can supercharge your go-to-market strategy and outperform your competitors!

 

 

Thanks!

If you want to receive more HubSpot AI tips delivered to your inbox, click below.

 
Everyone’s Happier When Tools Work Better
 

Was this useful? Let us know
View full post