Insights from INBOUND 2024: AI, Content Strategy, and Copilots

INBOUND 2024 has left us inspired, energized, and excited for the future! An annual gathering of HubSpot users, partners, employees, and fans, INBOUND unveils new HubSpot tools and trends that will impact digital marketing. 

TMC's Top Takeaways from INBOUND24

From artificial intelligence (AI) advancements to CRM integrations, there’s something for everyone who has a hand in working on their organization's marketing and sales efforts. Here are our team's thoughts on their favorite part of INBOUND 2024 and how we think it will impact our clients:

Adapting Your Content Strategy for 2024 and Beyond

Content marketing is evolving, and businesses need to keep up. Organic content remains one of the most cost-effective strategies, but it’s no longer enough to appease just search engines. AI-driven search is changing the game, meaning your content must cater to both traditional and AI algorithms.

Plus, multi-channel marketing is no longer optional—it’s essential. Tighten up your email lists, stop engaging the unengaged, and start optimizing your content across all platforms. The future of content is more strategic and integrated than ever, and HubSpot is equipped with the tools to make it happen. From Content Hub to Breeze, your ability to tell a compelling story has never been easier.

Brian Shearer, Director of Growth Operations

HubSpot's CRM Embed: Seamless Integration is Here

HubSpot's CRM Embed has taken a massive leap forward in 2024. What was once limited to specific integrations is now open for use with any third-party application, giving users a seamless experience across platforms.

This powerful API brings HubSpot directly into external systems, allowing teams to track workflows, manage meetings, and more without ever leaving their apps. It's about efficiency and control, enhancing both client satisfaction and productivity. For developers, the addition of serverless endpoint logs for private apps adds even more transparency and insight, making troubleshooting a breeze.

Taylor O'Reilly, Marketing & Growth Technologist

The Future of AI in Content Creation: Humanization is Key

AI is undeniably a part of content marketing’s future, but it’s not the magic solution to creative content. AI should be viewed as a tool—not the writer itself. What sets brands apart is their ability to humanize AI-generated content, adding a personal touch that connects with audiences.

Customers crave authentic interactions, and that means brands need to step out of their comfort zones and showcase the people behind the logo. Whether it’s taking more behind-the-scenes photos or creating personal videos, the human touch is what will keep your brand relevant in an AI-driven world.

Marcea Cazel, Content Manager

AI Won’t Replace You, It Will Enhance You

Many people fear that AI will take over their jobs, but the truth is, it’s here to elevate our work, not replace it. AI is an accelerated learning tool that enhances decision-making and creativity.

When it comes to email marketing, this is especially true. No one-size-fits-all approach guarantees success, so use AI to test different variables—whether that’s copy, design, or subject lines. The more you experiment, the more you’ll learn and grow. Stay agile, take chances, and use AI to propel your campaigns to new heights.

Mike Porter, Creative Strategist

Support Your Stories with AI, But Don’t Forget What Makes Them Memorable

Well, we're here. This is it. I think 2024 will go down as the year when AI truly gets off the launchpad and sends us into a new frontier. Life as we know it will change. While this all might sound fantastical and space-aged, in reality, I think the impacts are going to be much more subtle. AI isn't going to replace us. It's not going to systematically take our jobs. It's just going to change how we do our jobs. AI is the new medium. Just like oil paints or film or saffron, we have a new ingredient to help us create greatness, to unlock the magic.

Speaking of magic, the Chairman of Disney Experiences at The Walt Disney Company, Josh D'Amaro, confirmed that no matter how much AI help we have or what type of assistants or agents we employ, true magic still comes from the essential elements of storytelling, which always begin with emotional connections. Use AI, but remember to be human. The combination is the new formula for success.

Chad Stamm, Creative Director

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Balancing AI Innovation with the Human Touch in Client Success

INBOUND24 emphasized finding the perfect balance between AI innovation and human connection. With the introduction of HubSpot’s Breeze, an AI-powered platform that enhances workflows and reporting, we can now boost efficiency more than ever. Autofill for forms, customizable permissions, and advanced lead scoring are just a few of the new features that will help streamline operations.

But while AI is improving our tools, it’s important to remember that trust is built through human interactions. Aligning customer service with marketing will ensure you’re creating exceptional customer experiences that resonate on a personal level.

Melissa McFarland, Sr. Client Success Manager

ABM Strategies That Win: Personalization, Testing, and Persistence

Want to level up your ABM (Account-Based Marketing) strategy? At INBOUND 2024, I learned that a straightforward approach can yield great results. Start by building target lists from CRM data, intent signals, and website visitors. For SMBs, you can scale up to 10,000 accounts, but for enterprise campaigns, keep it below 100. Spread your campaigns across Meta, LinkedIn, and Google, and test with small budgets before scaling.

The key to success? Personalization and multi-channel persistence. Set up a 30-day sequence and track everything in your CRM—HubSpot is ideal for this. Trust-building, educational content is your ace in the hole.

Jessie Duford, Sr. Client Success Manager

Leveraging AI with Authenticity and Strategy

AI can boost productivity, but only if you put in the effort to master it. Invest time in learning effective prompts and exploring new applications to unlock its full potential. While AI helps produce data-driven content quickly, authenticity remains key. Less polished, genuine content often outperforms highly produced material. Finally, optimize for voice search by focusing on long-tail keywords and conversational content, as AI continues to revolutionize how users interact with search.

Kim Marx, Client Success Manager

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