Currently in BETA and originally rolled out with Breeze Intelligence, HubSpot’s prospecting agent is an AI-powered sales development rep that can operate semi or fully autonomously to generate leads. By providing this agent with details about your service offerings, value propositions, and more – you can send it after a list or target audience and scale your efforts with highly personalized outreach.
Accessing the Breeze Prospecting Agent BETA
For those interested in getting started, you will first need to request the BETA. This can be done by going to the product updates section of your HubSpot and searching for “Prospecting Agent”. From here, you can request the BETA.
Note, that this could take a little while for your team to be granted access to your Breeze Prospecting Agent, so I would take this step prior to making any promises internally. Additionally, if you work with a HubSpot partner, they may be able to advocate on your behalf to speed up the process.
Setting Up Your AI Sales Agent in HubSpot
HubSpot’s prospecting agent, much like any AI solution, relies on the input and prompts provided to it. These defined prompts are known as selling profiles, and yes, you can have more than one.
Who Will the Agent Work on Behalf Of?
The first step in setting up your agent’s selling profile is to determine who it will work on behalf of. The agent will attach itself to a user and send emails on behalf of that user, much like we see in sequence emails. You can choose one specific user, or to rely on the contact owner. Just make sure that the user has a connected email and signature prior to setting this up, or you will run into issues.
Training HubSpot’s Prospecting Agent with Content
Perhaps one of the most pivotal and in-depth aspects of setting up the prospecting agent is providing it with the content and details necessary to craft lead-generating emails that are true to your brand. It is best to work with both the sales and marketing team to make sure that your answers to HubSpot’s prompts are robust, accurate, and well thought out.
The very first prompt is to enter your website. The agent can then scan this for details on your company, offerings, and more. So, for teams that have recently spent some time enhancing or re-doing their website, it is about to pay off big time.
Next it will ask a variety of questions around your value props, pain points, offerings, industries you sell to, and other ICP details. If your team does not already have these detailed out, or if it has been a while, this may be a chance to outline these for the organization.
The Breeze Prospecting Agent will also give you the chance to define products and services that act as a global component to be shared between several selling profiles. Again, going into depth and providing high-quality answers will be key. Put bad in, and you will get bad out.
Defining CTA’s and Behavior
HubSpot’s AI-powered sales agent can be equipped with the sender’s meeting link, HubSpot documents, and URLs to enhance the CTAs and richness of the emails sent. Think of it this way, you could craft a sales outreach campaign with several components and drop those into this selling profile for focused and contextual outreach.
The agent also lets you define the length of the first email (it sends 3 as a default). This informs the length of the others. These can be sent either semi-autonomously, requiring review before sending, or fully-autonomously.
Highly Contextual and Personalized Emails with HubSpot’s AI
Unlike sales sequences, which rely on tokens to produce personalized emails, the prospecting agent crawls the internet (LinkedIn, their website, news articles) to produce emails that speak directly to the contact you are reaching out to. In our experience, this has commonly included shifting language to the job title and industry, as well as pulling significant recent company news.
Setting Up HubSpot’s Prospecting Agent with Concept
If you are interested in testing out HubSpot’s prospecting agent, but are a little unsure on the work involved in setting it up properly, our CRM team is here to help. Given our strong foundation in lead generation and prospecting efforts, we are uniquely positioned to act as a more than a technical implementor, but also a consultative voice.
Contact us to get your prospecting agent up and running.