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Breeze Intelligence Overview for B2B Marketers

HubSpot has created an AI feature that helps B2B marketers enrich data, spot buyers with high intent signals, and shorten forms.

Elad Hefetz
29 October 2024
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Breeze Intelligence is one of three new HubSpot AI features and leverages LLMs, AI extract, and data sources to enrich data, spot buyers with high intent signals, and shorten forms.

HubSpot’s Breeze features are early in their development and only promise to improve as more users enable the feature and provide more “learning” opportunities for the AI. The three use cases currently available through Breeze Intelligence include:

  1. Data enrichment
  2. Buyer intent
  3. Form shortening

Read on to learn where each use case stands today, what makes it useful to B2B marketers, and how we anticipate these features will evolve in the future.

Breeze Intelligence data enrichment

Most companies have at least one enrichment platform. Breeze Intelligence uses a combination of LLMs and AI data extract to choose the best data across public data sources, third party vendors, and scraping the internet. Today, Breeze enriches over 40 properties across companies and contacts, and you can read their list of enriched properties by clicking here.

There are two options to enrich data at the moment: enrich all or enrich specific records. You can either enrich from the contact and company screen or enrich multiple records in a list. The list enrichment is perfect for rounding out information from an in person event or a list of content downloads.

Word of warning: Before choosing to enrich all records, analyze the volume of contacts in your database. If you have a massive contact database, enriching a list of Marketing Contacts (a HubSpot designation used to flag people who are a valid email target) will burn through fewer credits and be more meaningful to your organization than attempting to update a bunch of stale data.

Why we love it

This is an easy win for salespeople! 

Historically, we found that enrichment sources tend to be more accurate sources of B2B company data. An AI data enrichment tool has the potential to go further and be a more reliable source for notoriously problematic contact data for difficult to obtain data (according to literally every salesperson we’ve ever spoken to) like mobile phone numbers.

This feature also plays to the traditional marketing wins we see from traditional data enrichment sources like improved personalization options, higher rates of success in campaign outcomes, and better visibility into buyer committees and ideal customer profiles. 

Where we think it’s headed

We believe that HubSpot will add this feature as a triggered update in workflows and allow for auto-enriching live lists on an ongoing basis. We’re also optimistic that the methods of calculating whether a value is relevant or not will out-perform the old method of bouncing one slightly stale database against another. 

Breeze Intelligence buyer intent

Buyer intent is something marketers have been trying to figure out for several years using vendors that have offered varying degrees of transparency in how they calculate intent. 

We’ve been disappointed by many of these intent vendors because it’s difficult to refine the models and reassure sales teams that  intent signals actually are a valid predictor of propensity to engage with sales. A lot of our analysis has pointed to intent signals going up after salespeople have already engaged with the prospect account, which is hardly useful for demand generation.

Breeze Intelligence buyer intent feels different to us in the best way possible. Today they are focused on first-party data and flagging people who are engaged with high-intent pages on your website. 

Important Note: This feature is available even if you don’t choose to purchase Breeze Intelligence credits. This has been part of Clearbit for free for quite some time now.

How to Configure Buyer Intent

Go to the Marketing tab (1) and select Buyer Intent (2):

find and select buyer intent config

First, define your target market by clicking Configuration (1) and then Add Target Market (2):

add a target market in buyer intent

 Here is an example targeting software companies based in the US and Israel of a specific size using specific technology:

A sample target market

Then on the same configuration page, scroll down and click Edit Intent Criteria:

Where to edit intent criteria in HubSpot Breeze

Right now, the tool allows you to select which web pages you would like to monitor, how often a person would need to visit the page to be considered “High Intent,” and how recently those visits must have taken place to be considered “High Intent.” 

In the example pictured above, we’ve chosen to define high intent contacts as people with at least one visit to our Website Optimization page in the past year and anyone who has visited the Contact Us (get-a-quote) page today.

Why we love it

The idea of having an intent signal that’s easy to explain to the sales team and completely configurable by marketing opens the door to much better collaboration between the go-to-market teams. It will require a lot of testing and collaboration with sales to get right, but we think it’s worth the effort!

Where we think it’s headed

We’re optimistic that a high degree of transparency will set the stage for sales to be more receptive to using intent scores as HubSpot Breeze signals eventually expands to include signals from publishers and third-party vendors. Given the variety of data sources their data enrichment tool pulls from, expanding data sources for intent is the most logical path for the feature.

We just hope HubSpot allows control over which signals we care about or, at the very least, explains which signals are included and why.

Breeze Intelligence form simplification

Form simplification enriches contacts upon form fill by taking the data they do provide and doing the rest of the work. 

Form simplification comes to us via two HubSpot updates. 

The first update has nothing to do with Breeze. Multi-step forms allow companies to parse out the amount of information they ask for from a website visitor into multiple steps, making the experience feel less daunting. 

The second update involves enabling Breeze Intelligence. Clearbit users have already benefited from enrichment upon form fill. With Breeze, your enrichment data has expanded to multiple sources. The best part? They won’t charge you if they can’t enrich your record. 

How to configure form shortening (EDIT + Screen Shots)

Once you’ve enabled the data enablement feature and Breeze Intelligence, create a form with the new editor:

how to choose new form editor in hubspot

Once your form is set up with the fields you wish to collect, go to Settings (1) and enable form shortening (2):

how to turn on form shortening in Beta Breeze

Why we love the idea

We’re a huge fan of reducing form friction by requiring as little as possible from your website visitor (you can see Elad’s take on progressive forms by clicking here). We think Breeze form simplification will eventually be a win-win for you and your form filler.

It should be noted that we’ve found their data to be hit and miss. The largest problem we see is that the system doesn’t immediately recognize that fields were previously populated in your instance of HubSpot and asks the user to fill them out if the enrichment data isn’t available. 

We also noted that it only populated contact-related fields. This is a big miss in our opinion because oftentimes you can infer the company from an email domain and at least get better information on the company. A form fill enrichment uses a credit and then running the data through enrichment on the account level is a second credit used. This can eat through credits quickly!

We also don’t like that Breeze form shortening only works with the new form editor. At this time, the new editor does not allow raw HTML (BOO 👎).

That said, if you have the budget, we think it’s worth enabling the feature and feeding feedback to HubSpot. We see a ton of potential in this feature, but it’s not where it needs to be quite yet.

Where we think it’s headed

It’s only logical that Breeze will eventually combine the capability that’s already available to progressive field users with form simplification. Our best guess is that opening up your database to the AI feature may expose private information, but there has to be a way to create logic that runs progressive field logic first then appends enrichment data without risking data exposure.

Other improvements we hope for include:

  1. Updating the new form editor to allow for raw HTML
  2. Expanding the enrichment to populate company data even if the person is not known

Excited about Breeze Intelligence? Go enable Breeze Beta

To join any HubSpot beta, click on your profile icon, then select Product Updates:

where to find product updates in HubSpot

Make sure all product updates is selected:

how to see all product updates in breeze

Search for the relevant beta program and click on join beta (don’t forget to enable the Breeze Beta and Form Editor). You can learn more about managing AI settings for your HubSpot organization by clicking here.

Once Breeze is enabled go to Settings (1), click Data Enrichment (2), then click Upgrade to Breeze Intelligence (3):

how to add breeze intelligence hubspot

Then pick the package you’d like.

Important Note: The three packages differ in number of monthly credits and the price per credit. The credits are not rolled over so choose the right package for you.

Once you pick your package, you can choose to let users enrich contacts and companies manually or centrally control which records are updated.

If you see a pop-up saying HubSpot insights will stop working, this is expected. HubSpot Insights is HubSpot’s current enrichment tool and is a very probable candidate for discontinuation.

Stay tuned for more developments!

These features are still maturing, and we’ll be watching closely and testing things out as they improve and new Breeze features are shipped. Be sure to subscribe to our newsletter below or subscribe to our channel on YouTube to stay up to date.

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