5 Smart AI Moves Every HubSpot Marketer Should Be Making

Marketing has never stood still, but AI is rewriting the rules faster than most teams can adapt. Traditional SEO isn’t driving the same results, buyers are making decisions inside AI tools before they ever visit your site, and rinse-and-repeat campaigns no longer land the way they used to.

Here’s the upside. If you’re running on HubSpot, you already have AI built into the tools you use every day — from content and data to customer engagement. The real question isn’t whether to use AI, but where it will actually make a difference.

At Pivot, we help teams cut through the noise and focus on what moves the needle. Here are five AI plays every HubSpot marketer should be running right now.

1. Be Findable in AI Search

Search is changing fast. More than half of all Google searches now end without a click, and AI assistants are beginning to answer questions directly. That means you’re not just competing for rankings anymore — you’re competing to be the source AI tools trust and cite.

What to focus on

• Write in a natural, conversational tone. Large language models pull from content that sounds like real answers.
• Use structure that AI can parse — clear headings, lists, and definitions.
• Strengthen your credibility with sources, citations, and unique data points.
  
  

💡  Pivot tip
Audit your blog library with HubSpot’s AEO Search Grader. Identify posts that read like generic “how-tos.” Update them with perspective, data, and examples tied to your expertise. That’s what gets picked up in AI answers.

 

2. Turn Data Into Decisions

Long campaign cycles don’t cut it anymore. HubSpot’s Deep Research connectors for OpenAI and Claude let you ask natural-language questions about your CRM data and get instant insights.

Instead of planning a campaign, think about:

• Which personas convert the fastest
• Where leads drop off in the funnel
• Which accounts show intent without an owner
  
  

💡  Pivot tip
Run one new data experiment each week. Use HubSpot’s AI research tools to find a pattern, test an idea, and measure results. Over time, this builds an agile, always-learning motion that keeps improving. 

3. Lead With Video

All major algorithms now prioritize video, and buyers prefer it because it feels authentic. The challenge is scaling it without burning out your team.

HubSpot’s Content Remix and Video Clip Editor make it easy to:

• Slice a webinar into LinkedIn-ready clips
• Turn a customer call into a short testimonial
• Auto-generate captions and descriptions for quick publishing

4. Personalize Everything

“Hi, [First Name]” doesn’t cut it anymore. Real personalization means experiences that adjust based on who’s engaging.

HubSpot’s AI tools make it easy to:

• Write adaptive email copy with CRM data tokens
• Build landing pages that adjust CTAs based on lifecycle stage or location
• Use Smart Content modules that swap banners, offers, or pricing tables in real time
  
  

💡  Pivot tip
Start small. Pick one high-impact page — like your demo request or pricing page — and personalize it by device type, referral source, or lifecycle stage. You’ll see quick wins in conversion rates.

5. Create More Conversion Moments

A chatbot that responds in three seconds will always outperform a nurture sequence that takes five days to warm up.

HubSpot’s Customer Agent puts AI in front of high-intent traffic so you can:

• Answer pricing or product questions instantly
• Promote events and resources directly in chat
• Suggest related content to keep visitors engaged
  
  

💡  Pivot tip
Start with your pricing page. That’s where buyers have the most questions and the shortest patience. A quick, accurate AI response can turn hesitation into a meeting.

The Bottom Line

AI isn’t just another tool in the stack. It’s reshaping how people discover you, how you learn from data, and how you meet buyers in the moment.

HubSpot gives you the infrastructure. Pivot helps you turn it into results.

If you’re ready to test smarter, personalize deeper, and capture more demand without adding hours to your day, let’s talk. We’ll help you build the AI motion that keeps your growth loop spinning.

Meet with Pivot.