The most important updates of HubSpot INBOUND 2025

Many of the new features revolve around two main themes.

Data & Insight: ensuring your information is accurate, enriched, and relevant.
AI & Automation: automating repetitive tasks while keeping the human touch, especially in creation, personalization, and customer interaction.

The combination of AI, data quality, and personal interaction took center stage at INBOUND: from prospecting agents to the new Loop Growth Framework, from smart quoting to AI-driven marketing.

PROSPECTING AGENT & CONVERSATIONAL INTELLIGENCE

Key points

• Prospecting Agent automates prospect research and outreach

• Multiple “selling profiles” possible (tone of voice, message, sender)

• Conversational Intelligence transcribes conversations and extracts insights from calls

• Supports coaching, identifying deal risks, and enriching CRM data

Finding new prospects often takes a lot of time and effort. With the new Prospecting Agent, HubSpot takes much of that work off your hands: from gathering data to sending the first emails. By setting up different profiles, you make sure the message matches the target audience and product.

HubSpot tracks buying signals such as leadership changes, funding rounds, or increases in engagement on your site. You get an alert when it is the right time to reach out.

Alongside this, Conversational Intelligence makes it possible to automatically analyze conversations. HubSpot recognizes that your portal is packed with valuable data: thousands of emails, hundreds of online meetings, and countless phone calls.

With Conversational Intelligence, HubSpot makes this wealth of data accessible in a manageable format. You gain insight into recurring objections or buying intentions, and your sales team can respond more quickly and intelligently to customer needs.

LOOP GROWTH FRAMEWORK

Key points

• New model replacing the funnel

• Four phases: Express, Tailor, Amplify, Evolve

• Focused on continuous personalization and improvement

• Reflects the cyclical nature of customer journeys

Marketing has long been approached as a funnel, but B2B customer journeys no longer follow that linear path. That is why HubSpot now introduces The Loop. This growth model acknowledges that customers are constantly in motion rather than moving neatly from A to B. Businesses therefore need to continuously learn and adapt.

The Loop model also emphasizes how you optimize marketing as a team. Express defines your brand identity, Tailor scales personalization, Amplify expands reach, and Evolve focuses on learning from data and feedback. This makes marketing more dynamic and relevant in a time when customer behavior is constantly changing. It also ties in perfectly with the new features you will read about later in this blog, such as the Marketing Studio.

The Loop framework in practice

With AI, you can create content in seconds. It is then a matter of refining prompts until the message truly fits. Within The Loop, you always provide AI with essential information first. You define your brand identity and share your ideal customer profile with HubSpot.

HubSpot then generates content tailored to your brand and audience. In the new Marketing Studio, you can easily build campaigns across multiple channels, with AI ensuring the content aligns with your brand.

HubSpot also takes over some of the manual work: from running A/B tests to identifying weak spots in your campaigns.

SMART QUOTING TOOL

Key points

• Generate quotes directly from deals

• Automatically filled with customer data and products

• Integrated e-signatures and payments

• Approval workflows and tracking included

Creating quotes can be error-prone and time-consuming. And the longer you wait to put a quote in front of a prospect, the colder the deal becomes and the smaller your chances of success. With the new Smart Quoting Tool, the process becomes much simpler. From a deal record, you can generate a professional quote in minutes.

Customers can sign digitally and even pay directly. With workflows, you can define when internal approval is required, and tracking lets you see exactly when a prospect opens or views the quote.

DATA HUB & DATA ENRICHMENT

Key points

• Data cleaning and centralization via the new Data Hub

• Automatic correction of errors and duplicates

• CRM enriched with conversational and behavioral data

• Flexible views in Smart CRM

One of the most impactful innovations is the Data Hub. This tool consolidates data from multiple sources, keeps it clean, and fills in missing fields.

Customer profiles are enriched with insights from conversations and behavior, making segmentation and personalization much more powerful. Companies with strong data governance can now truly harness AI, while those with messy data will fall behind.

The Data Hub allows you to combine data from different sources into a simple table view, without requiring advanced BI expertise. This makes teams far more agile when it comes to reporting.

AI AGENTS & ASSISTANTS

Key points

• New “Breeze Agents” for prospecting, service, and data analysis

• Ability to build custom agents with Breeze Studio

• Assistants supporting individuals with tasks and navigation

• Designed for collaboration between humans and AI

With Breeze Agents, HubSpot is doubling down on AI that can carry out tasks independently. You can use standard agents or build custom ones tailored to your processes. In addition to agents, there are Assistants that support individual employees, for example by preparing meetings or generating content. The goal is to take repetitive work off your team’s plate so they can focus on what truly adds value.

Where Breeze first seemed like a gimmick (paying for credits?!), it is now the go-to tool in HubSpot that speeds up processes and makes them smarter with AI.

And buckle up, because many Agents have been added, including:

• Customer Agent
• Prospecting Agent
• Closing Agent
• Knowledge Base Agent
• Personalization Agent
• Data Agent
• Deal Loss Agent
• Social Post Agent
• Call Recap Agent
• Company Research Agent
• Customer Health Agent
• Blog Research Agent
• Customer Handoff Agent
• Sales to Marketing Feedback Agent
• RFP Agent
• Developer Tool Testing Agent
• Shopify Store Performance Agent
• Internal FAQ Assistant
• Brand Assistant
• Sales Coach Assistant
• ICP Assistant

You can check all your new AI teammates in the Marketplace.

MARKETING STUDIO & AI-POWERED SEgMENTS

Key points

• Marketing Studio as the central hub for campaign management

• Old “Lists” replaced by AI-driven “Segments”

• Segmentation based on behavior and intent

• AI recommendations for promising segments

With the launch of the Marketing Studio, HubSpot finally gives marketers an integrated canvas to plan and execute campaigns end to end. No more fragmented tools, but one central environment.

The Marketing Studio is the place in HubSpot where marketing teams collaborate on campaigns. In the same interface, you can create, edit, and schedule content across your online channels. And it is not just human marketers contributing: from a campaign briefing, you can also put your AI colleagues to work.

The new Segments provide advanced, dynamic audience selection, with AI recognizing patterns and intent. We are moving from static filtered lists to intelligent segments. You simply tell the HubSpot AI what you need, and it generates a clean list you can use for your email campaigns.

Where creating the right list with the right filters used to be a chore, Breeze now helps you build segments with AI. Segments also let you create audiences for anonymous website visitors, something that was previously only possible for contacts already in your CRM.

TIME TO TAKE ACTION

As we often say, the pace of HubSpot feature updates is incredibly fast. The sooner you adopt these features and make them part of your standard workflows, the better. Teams that make smart use of three, four, or five Agents will be far more agile and capable of handling a much larger workload.

The daily frustrations of messy data, endless tweaking of quotes, or spending hours researching for a sales call, blog, or campaign will soon be a thing of the past.