Get started with AI-powered prospecting

Update your prospecting strategy with AI tools to help your sales team get better results. By empowering your sales reps with a unified set of tools, you can reduce manual work while maintaining personalized experiences for prospects. Use the recommendations below to help your sales reps adapt to new buyer behavior, work more efficiently, and scale your business.

Save time on prep work and research

Sales reps are most effective when they're able to spend time selling, rather than doing manual admin and research. Automating research processes provides strategic data that helps sales teams prioritize their efforts and reduce time spent on manual entry. 

Get answers with Breeze Assistant

With Breeze Assistant, you can ask questions from anywhere in your HubSpot account and receive answers based on data in your CRM. Sales reps can use Breeze Assistant to save time when working on their leads.

For example, use the following prompts as starting points for working with assigned leads:

• Summarize the last three interactions with [Company Name] and identify their top business priority based on our notes.
• Draft a two-sentence intro for [Contact Name] that mentions their recent promotion and connects it to our [Product Name] value prop.
• Look at my upcoming meeting with [Contact Name] and summarize the key pain points they mentioned in our last recorded call or email thread so I can lead with a relevant perspective.

Please note: make sure to check AI data and generated content for accuracy and tone prior to sending emails or attending meetings.

Learn how to use Breeze Assistant.

Use deep research to generate strategic insights

If your team uses an LLM like ChatGPT, Claude, or Gemini, you can connect to your HubSpot account and conduct deep research using your HubSpot data as additional context. 

For example, use the following prompts to generate deeper insights to help drive prospecting strategies:

• Based on [Company Name's] tech stack, recent news, and our past meeting notes in HubSpot, what are the three most likely objections a CFO at this organization will have to [Your Product], and how can I address them using our ROI case studies?
• Analyze the last three months of activity for [Account Name]. Given their recent hiring spike in [Department] and their current use of [Competitor Tool], draft a three-sentence executive summary that identifies a specific gap in their current workflow that [Your Product] solves.
• Looking at the contacts associated with [Deal Name], identify which stakeholders we haven't engaged yet. Based on the "Closed Won" history of similar accounts in HubSpot, what specific value prop should I lead with to get the [Job Title] interested?

These prompts work because the AI must cross-reference internal CRM data with external information, such as market trends. This leads to responses that are based on general insights, but personalized for you and your business. Find more examples in HubSpot’s prompt library.

Learn how to connect HubSpot to ChatGPT, Claude, or Gemini.

Identify the right leads at the right time

Sales conversion rates depend on a prospect's openness to communication. Providing reps with lead prioritization tools allows them to identify optimal timing for outreach based on data.

Find companies researching your solutions

Use research intent to gain insight into companies that are actively researching topics relevant to your business. After you set up your target market and add your research topics, HubSpot will automatically suggest companies that match your criteria. Instead of guessing whether a company is interested, you can verify that they're searching for a solution you can provide.

For example, add your core product categories as research intent topics and find companies actively researching those topics. You can filter companies by criteria such as research level and whether they're in one of your target markets.

Learn how to use research intent.

Reach out at the right time

Use intent signals to stay updated on the companies you care about, including high-value actions taken and important news updates. You can manually select companies to track or automate how companies are selected for tracking (e.g., target accounts, members of a specific segment, etc.).

HubSpot monitors tracked companies and creates an event on their activity timeline when an intent signal is detected. Sales reps can use these events to prioritize working on leads that are more likely to be receptive to their outreach.

If you have a Professional or Enterprise subscription, you can combine these signals with workflow automation to help your sales reps move quickly when a valuable account is expressing interest. For example, use signal-based company events in a workflow to send an email to sales reps when a target account they own meets the following criteria:

• The company doesn't have any open deals.
• The company secured funding in the last 90 days.
• The company met a set of visitor intent criteria you defined (e.g., at least three unique visitors from the company viewed your product page in the last seven days).

When the user receives the notification email and starts working on related leads, they can be confident they're prioritizing an account that:

• Represents new business.
• Is more likely to have room in their budget.
• Has expressed recent curiosity about your products.

Learn how to use intent signals.

Add context to sales conversations

The best sales conversations draw on deep knowledge of the challenges prospects face, tying their pain points to solutions. You can use HubSpot tools to ensure your sales reps have the context they need to deliver value to prospects.

Enrich contact and company data

Use data enrichment to update contact and company records. This helps you maintain an accurate CRM without relying on manual data entry. Data enrichment can provide important information, like a contact's job title or LinkedIn URL, or a company's industry or annual revenue. Sales reps can use this information to prepare for conversations with prospects.

You can enrich individual records or automate how records are enriched (e.g., automatically enrich new records, or automatically enrich recently engaged contacts). For each property that can be enriched, you control whether HubSpot overwrites existing values, maintaining data integrity for properties your team has already sourced.

Learn how to enrich your contact and company data.

Create smart properties

Create custom smart properties to supplement your CRM from a variety of sources with data that’s uniquely helpful to your sales team. When you create a smart property, you define a prompt and data source for Breeze, HubSpot’s AI, to use when populating the property on a record. Smart properties can also reference related data on the record.

For example, use the following prompts to create properties for various goals.

Learn how to create and use smart properties.

Scale prospecting strategies

As you work on more complex deals, it can be difficult to personalize at a larger scale. To enable your sales team to focus on personalization and value, you can automate other aspects of your outreach strategy.

Create targeted outreach with prospecting agent selling profiles

Use the prospecting agent to automate the creation and execution of your outreach, while still personalizing your approach to each prospect's needs. In the prospecting agent, you can create specific selling profiles for different personas, products, or segments. For each profile, define custom instructions and guardrails for how to handle different scenarios.

For example, create the following selling profiles to address the needs of each audience:

• "Technical Deep-Dive" for IT leads
• "Strategic Value" for the C-Suite
• "Follow-Up Emails" for inbound leads

When you enroll a contact or company in a specific selling profile, the prospecting agent drafts emails that use the profile's specific custom instructions and context. Your sales reps can adjust the emails as needed to focus on personalization.

Learn how to set up and use the prospecting agent.

Additional resources

To learn more about using AI-powered prospecting tools, refer to the following resources:

• Quick Wins for Smarter Prospecting: HubSpot Community series

• How to Use Breeze Assistant for Sales: HubSpot Academy video

• What is the Breeze Prospecting Agent?: HubSpot Academy video

• Setting Up the Breeze Prospecting Agent: HubSpot Academy video

• Maximizing Your Prospecting Agent: HubSpot Academy video