BUSINESS NEWS
HubSpot adds 200+ new features
HubSpot’s innovations, some in Beta phase, are set to address the challenges businesses face when incorporating AI into their teams. HubSpot recently added 200+ new features to help UK businesses build hybrid human-AI teams, and recent HubSpot research shows gaps in AI readiness among UK business leaders: 🏢 43% say they are only somewhat ready for the expected drop in website traffic. 🏢 56% report spending one to two hours verifying data before sharing it with key stakeholders. 🏢 99% have felt the impact of fragmented data and limited visibility, from reduced team productivity to delayed or flawed strategic decisions. Laura Lane, Head of Marketing, Northern Europe at HubSpot, comments “AI, especially within search engines and chatbots, has swiftly changed the way people find and consume information, and it’s having a noticeable effect on website traffic. More and more, tools like Google’s AI Overviews and ChatGPT are giving users the answers they need straight away, so there’s less reason for anyone to actually click through to individual websites. The better AI gets at surfacing useful content instantly, the less need there is for users to visit the source, which
means organic traffic is bound to drop. Looking ahead, this isn’t likely to change any time soon. As AI becomes even savvier at pulling together and presenting information, the traditional route of users landing on your website will only get more disrupted. Marketers can’t just rely on website visits for leads anymore. Instead, the focus needs to shift to making sure your brand is discoverable by AI and building trust across the various channels where people might come across you. All of this makes things like buying signals and data hygiene more important than ever. With the buyer journey becoming increasingly fragmented – and much of it happening in so-called “dark funnels” that traditional analytics can’t easily track – spotting genuine buying signals has become essential to nurturing leads. This includes someone engaging with your newsletter, a podcast or a tailored email. And on top of that, keeping your data clean and well-organised is key, so your AI-driven personalisation and segmentation actually work as intended. In this new AI-driven world, brands that keep their data in great shape and pay close attention to subtle buying cues will be the ones that come out on top, while others risk fading into the background.” n
Laura Lane Head of Marketing Northern Europe
hubspot.com
Westcoast Welcomes ROOMZ
Business Manager, at Westcoast comments, “ROOMZ is an exciting prospective partner for Westcoast
Westcoast have entered in a new distribution partnership with ROOMZ. The ROOMZ solution combines e-ink displays with a four-year battery life, offering a sustainable approach to workspace management without complex installations or maintenance. Its ecosystem includes intelligent sensors that automatically optimise room utilisation, prevent ghost meetings and deliver valuable workspace analytics to support data-driven facilities management decisions. Sam Armstrong, Unified Communication
providing an agile, eco-friendly approach to meeting space management, ideal for today’s fast-moving business environments. Their flexible solution, combined with a smart, feature-rich app, helps businesses manage their workspace visually and efficiently. ROOMZ goes beyond traditional meeting spaces, unlocking new use cases and supporting evolving ESG requirements within modern business.” n
roomz.io
ucadvanced.com
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