HubSpot regularly highlights major announcements and product releases. Every Spring (April/May) and Fall (during INBOUND), HubSpot launches a new Spotlight, summarising key updates from the past six months and introducing upcoming features. These Spotlights create a cohesive narrative that emphasises the growing value HubSpot delivers to its customers.
This year’s primary focus is on HubSpot’s Breeze AI-your new ‘Copilot’, and updates across Marketing Hub and Content Hub.
HubSpot Breeze (The latest shiny toy)
HubSpot has rebranded its powerful AI solutions under the new name HubSpot Breeze. In a world where AI adoption can be complex, Breeze delivers a complete, intuitive solution that is fast, easy to use, and seamlessly integrated.
Breeze includes Copilot to help with tasks and Agents to automate your work. Breeze features are built into HubSpot’s Smart CRM and Hubs, and Breeze Intelligence helps improve your data. Powered by your connected data, Breeze makes AI easy to use and delivers quick results.
Breeze Copilot
Breeze Copilot is a virtual assistant that supports you wherever you are in HubSpot.
- Breeze Copilot works with you: This virtual assistant helps you across all areas of HubSpot, making tasks easier and faster.
- Breeze Agents work for you: Designed to automate manual tasks, freeing you up to focus on more strategic work.
- AI in Hubs & Smart CRM: AI features are integrated across HubSpot’s tools to streamline tasks, letting you concentrate on high-priority work.
Breeze Agents
Breeze Agents are designed to automate manual tasks so you can focus on more strategic work.
- Social Media Agent
- Content Agent
- Prospecting Agent
- Customer Agent
Social Media Agent
- Generate better social posts: Creates posts tailored to your business, audience, and brand, speeding up your content process.
- Drive consistent engagement: Produces regular social posts that keep your audience engaged and strengthen your brand message. It also recommends the best time to post.
- Leverage data-driven insights: Utilises past performance, business details, and industry best practices to improve the effectiveness of your social media content.
Content Agent
- Generate high-quality content, fast:
- Create landing pages that drive conversions
- Diversify your content with podcasts
- Showcase customer success with case studies
- Produce SEO-optimised blog posts
- Attract and convert leads: Quickly produce various types of content that attract visitors and generate leads, including:
- Landing pages
- Podcasts
- Case studies
- Blogs
- Data-driven insights: Leverage internal and external data to ensure your content aligns with goals, attracts visitors, and drives leads.
Prospecting Agent
- Generate better social posts: Automatically assign companies and contacts in your CRM that match your ideal customer profile and target audience.
- Develop personalised outreach strategies: Research target companies and contacts to deeply understand their business and needs.
- Fully automate outreach: Identify intent signals and activity, craft personalised emails using CRM data, and reach out at the optimal time.
Customer Agent
- Instant setup: Get started quickly by training the agent with your knowledge base, website, and blog content.
- Natural, trustworthy customer service:
- Create conversations that feel natural and personalised.
- Customise responses to fit your brand.
- Use only approved content to ensure accuracy.
- Cite reliable sources, increasing customer confidence.
- Seamless handoffs: Manage routine queries efficiently while routing complex issues to your team.
- Data-driven insights: Track key metrics such as resolution rates, handoffs, and customer sentiment to continually improve service.
Breeze Copilot
Customer Pain: Businesses often struggle with siloed and incomplete data due to relying on multiple data providers across various engagement tools.
How HubSpot Solves This:
- Access 40+ continuously refreshed data attributes.
- Utilise over 200M buyer and company profiles.
- Automatically enrich company and contact records as soon as they’re added to HubSpot.
- Perform bulk data enrichment actions.
- Manage settings with flexible enrichment options.
How HubSpot Solves This:
- Enrichment is limited by the number of credits available to each customer, with 1 credit used per record.
- Automatic and continuous re-enrichment is capped at 1,000 and 10,000 credit SKUs.
Buyer Intent
HubSpot's latest updates make it easier than ever to identify and prioritise high-fit, high-intent customers based on target markets and their activity on your website.
How HubSpot Solves This:
- Set Your Target Markets: Easily define your target markets using key company attributes such as location, employee count, and revenue.
- Set Intent Criteria: Choose the most important pages on your site (e.g., pricing page, use case library) that signal buyer intent. You can specify the minimum number of visits and visitors from target accounts, as well as the recency of their activity.
- Intent Orchestration: Get an interactive list of high-fit companies showing intent, and take immediate action. Filter companies by your target market(s) and intent signals. Whether you're focusing on new prospects or existing accounts, you'll be able to prioritise and engage them—whether they are in your HubSpot Smart CRM or not.
Form Shortening
Customer Pain: By requiring known contacts to fill in repetitive or too much information, conversion rates take a hit.
- Set Your Target Markets: Use key company attributes like location, employee count, and revenue.
Marketing Hub & Content Hub Updates
HubSpot is transforming how marketers engage customers, use data, and work smarter. After the success of Content Hub, HubSpot has introduced new features across both Marketing Hub and Content Hub to help businesses stay ahead in the marketing game.
Content Hub Updates
Customer Pain: Creating content across multiple channels and formats is time-consuming, especially for SMBs with limited resources.
How HubSpot Solves This:
Easily create content for landing pages, ads, social posts, audio, images, videos, case studies, and podcasts—all in one place.
Case Studies
Customer Pain: Creating content across multiple channels and formats is time-consuming, especially for SMBs with limited resources.
How HubSpot Solves This:
- Streamline case study creation by linking with CRM data for efficient, impactful customer stories.
- Publish these as engaging web pages with minimal effort.
Podcast Enhancements
Customer Pain: Researching and producing podcasts is time-consuming.
How HubSpot Solves This:
- Repurpose written content into podcasts with ease.
- Use AI tools to auto-generate podcast pages and transcripts.
- Add podcasts to your website with a new player, and track analytics to measure success.
Enhanced Brand Voice Tools
Customer Pain: Maintaining a consistent brand tone across channels is hard, especially with generative AI sounding robotic.
How HubSpot Solves This:
- Create multiple brand voices for different channels (social, email, blog, etc.).
- Set brand rules for consistent language and tone.
- Multi-language support, and brand voice tools are now available across more apps.
Book a demo with Lupo to explore these features
Learn how to leverage these features to take full control and enhance your HubSpot Experience
New Embeds Tools for Any Website
Customer Pain: Marketers struggle to integrate CRM data into their websites.
How HubSpot Solves This:
- Create personalised content blocks for any website using HubSpot, including WordPress.
Memberships Update
Customer Pain: Users can’t fully customise membership experiences.
How HubSpot Solves This:
- Manage all membership content (blog, KB, portal) with a single app.
- Customise branding for all membership assets.
- Generate leads by crawling your private blogs.
Video Update to Marketing Pro
Customer Pain: HubSpot didn’t support YouTube and Instagram—until now.
How HubSpot Solves This:
- Publish and monitor YouTube videos and comments directly in HubSpot.
- Track YouTube performance to refine your video strategy.
Lead Scoring Update
Customer Pain: Lead scoring tools are often limited and lack transparency.
How HubSpot Solves This:
- Identify top leads with AI-driven recommendations.
- Collaborate with sales teams to focus on the best opportunities.
- Use advanced tools like time decay and custom event scoring for more accurate lead prioritisation.
Dynamic forms update
HubSpot has revamped its Forms experience to help you create high-converting forms that fit your brand identity, reduce visitor friction, and boost lead generation.
Key Features:
- Multi-step forms
- Advanced styling and layout customisation
- Conditional logic and redirects
- CRM validation to reduce spam submissions
- Form shortening for a smoother experience
Google Enhanced Conversions
This update makes it easier to track conversions and understand customer journeys with enhanced Google integrations, enabling you to refine your marketing strategies.
New Workspace & Layout
Customer Pain: Marketing professionals often struggle to prioritise tasks with so many responsibilities.
How HubSpot Solves This:
- A single workspace provides an overview of your team’s tasks on desktop or mobile.
- Centralised tasks ensure nothing gets missed.
- Streamline workflows to improve focus and productivity.
Messaging Insights
Customer Pain: Analysing email campaign performance often leads to information overload.
How HubSpot Solves This:
- AI-powered reporting gives you insights across all email campaigns.
- Get optimisation suggestions, deliverability guidance, and campaign analysis based on your email strategy.
- Spend less time analysing and more time taking action.
Personalised Subscriptions
Customer Pain: Managing subscriptions in HubSpot has been frustrating, leading to subscriber churn.
How HubSpot Solves This:
- Create personalised subscription pages for different segments, showing only relevant options.
- Improve how subscribers discover your content.
- Reduce "unsubscribe all" actions.
Scalable SMS
Customer Pain: Challenges with sending SMS from dedicated short codes and managing replies can lead to lost deals.
How HubSpot Solves This:
- Engage customers with two-way SMS conversations from a shared inbox.
- Use short code numbers for greater reliability and deliverability at scale.
Marketing Analytics: New Analytics Feed
Customer Pain: Fragmented data makes it difficult to understand reports and campaign performance.
How HubSpot Solves This:
- Access pre-built reports focused on common marketing metrics.
- Get actionable insights faster, reducing data overwhelm.
- Customise reports easily for quick results.
At Lupo Digital, we’re here to help you navigate and implement these powerful tools, ensuring your business thrives in the evolving marketing landscape.
Book a demo with Lupo to explore these features
Learn how to leverage these features to take full control and enhance your HubSpot Experience
Written by Glenn Miller
An exceptionally experienced digital marketer, proactive and future-forward thought leader, I deliver exceptional customer experiences, industry leading digital strategy and superior marketing results.
