HubSpot Announcements from INBOUND 2025

HubSpot has entered its next chapter as a true Customer Platform—and this year’s INBOUND product updates made that vision clear. From data unification to AI-powered sales and marketing tools, the platform is becoming more flexible, more connected, and more intelligent.

Here are some of the highlights worth paying attention to:

Segments (formerly Lists)

“Lists” are now Segments, and the functionality is much more powerful. You’ll see more flexible AND/OR logic, real-time counts, and performance insights built in. Even more exciting, HubSpot introduced Web Visitor Segments, giving you the ability to segment both known and anonymous visitors based on site activity. Targeting and personalization just got a major upgrade.

Data Hub + Data Studio

HubSpot is taking data seriously. The new Data Studio allows you to bring in data from almost anywhere—other CRMs, spreadsheets, connected apps—and unify it with your CRM records. Datasets are no longer limited to reporting: they can now power workflows, segments, and even CRM properties, enabling much more advanced automation and logic. On top of that, Data Hub introduces a dedicated data quality dashboard so admins can actually monitor and improve the health of their data.

CPQ in Commerce Hub

The Configure, Price, Quote (CPQ) experience in Commerce Hub is evolving quickly. Updates include tiered pricing for volume-based discounts, modular quote templates with standardized line items and legal terms, and AI-powered quote agents that can answer buyer questions in real time. With quote analytics, sales teams also gain visibility into how prospects are engaging with proposals. The result: faster, more transparent quoting with less manual work.

Campaign Studio

Marketing orchestration is getting an upgrade. Campaign Studio is the new home for building and managing campaigns across channels. The goal is to finally centralize campaign planning, content, and execution—while enabling real-time collaboration across your team.

AI and Beyond

HubSpot is doubling down on its AI-first vision. Breeze (formerly Copilot) is now joined by Breeze Studio, where teams can build custom AI assistants trained on their own CRM data and documentation. Smart Properties can automatically pull structured insights from call transcripts, capturing details like goals and objections. HubSpot also introduced a new Projects object (in Beta) with Gantt-style views and deal-triggered automation, plus enhancements like Pathfinder in Journey Reports, Buying Groups, and Account Maps for better visibility into the customer journey and account hierarchies.

These updates make one thing clear: HubSpot is no longer just a CRM. It’s positioning itself as a full-scale customer platform—one that unifies data, empowers teams, and leverages AI at every step of the customer lifecycle.

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