Welcome to our HubSpot Product Spotlight for December. In this blog, we’ll explore some of the team's favourite HubSpot updates from the last month. Ready? Let’s dive in!
These are all the new features live and ready to use in your HubSpot portal.
In paid Smart CRM, Service Hub, or Sales Hub portals, all users can now view pipeline object tags. Previously, only paid seat users could view object tags. Additionally, pipeline object tags are now included in Smart CRM Professional and Enterprise plans.
Now that all users can see and use object tags, your team will benefit from increased visibility and efficiency across seat types. This change also ensures that portals with Smart CRM are able to take advantage of advanced pipeline capabilities.
You can now create single-object reports based on deal splits and add goal lines to track performance against revenue targets.
Previously, teams using deal splits to track sales rep performance couldn't easily create reports with goal lines, requiring manual workarounds to measure progress against targets. Now you can:
The Analyze tab in Segments (previously Lists) provides insight into how your segments are used across channels, how segments are progressing through the buying journey, what overlap exists between segments, and which segments require attention.
We've improved how we handle saving enabled workflows that contain errors.
Until now, if an enabled workflow had multiple errors, you could get stuck. Even if you wanted to fix the errors, you couldn’t save until every issue was resolved.
With this update, you can now save your workflow as long as you aren’t adding new errors. This means that you can gradually fix errors, make neutral changes, or clean up your workflow and save your progress, instead of being forced to fix every error in one session.
Now you can:
This means more control, smoother editing, and far less frustration when working with enabled workflows.
You can now use workflow association actions with a broader set of object types.
Expanding the supported object types automates more of your manual, repetitive data-management tasks, so you can reduce manual effort, improve data consistency, and create more scalable, reliable processes that better reflect your business.
We’ve introduced a set of enhancements designed to make it faster and easier for support teams to find the tickets they need. The help desk search experience now includes:
For high-volume support teams, finding the right ticket can often feel like looking for a needle in a haystack. Customers have expressed that the search experience is inefficient, with noisy results that are hard to navigate. These improvements directly address those challenges:
The Data Model Builder UI now includes activities, expanding the view of HubSpot's data model across a broader set of objects.
This update allows you to:
By incorporating activities, you can now see and manage the full scope of your HubSpot data structure in one place.
This update includes two major components:
These changes directly address feedback we've heard from help desk users that key ticket information can be difficult to find. By adding an extra layer of customization through tabs, we're making it easier for admins to configure the sidebar to display the information that matters most, reducing noise and clutter.
Additionally, prior to this update, support agents and managers primarily working out of help desk had to open up the ticket record page just to view critical details like merges or recent status changes. By bringing more key ticket information into help desk through the "Ticket Activities" card, users can access the information they need to provide personalized, high-quality support without having to jump to another page, increasing efficiency and helping teams resolve issues faster.
Email ignore list gives admins control over which email addresses or domains the Customer Agent should not engage with. Any conversations from these senders are automatically routed to a human agent—without consuming AI credits.
Many businesses forward internal, system-generated messages to support, and Customer Agent engaging with these unintended messages wastes credits and creates irrelevant interactions. With ignore lists, admins can ensure the Customer Agent only handles genuine customer conversations—reducing noise, lowering costs, and improving the quality of automated interactions.
You can now create associations between carts and custom objects, and configure custom association labels and limits for the cart object.
This update addresses inconsistencies in CRM object support across HubSpot. You can now:
These improvements allow you to tailor the cart object to your specific business needs and workflows.
You can now enroll objects in workflows from CRM index pages. This is available for all CRM objects, including custom objects.
This update gives you a quicker, more intuitive way to automate actions at scale. With enrollment available from index pages, you can now:
You can now map data enrichment fields to custom properties and set property-level override rules.
Customers need flexibility to direct enrichment data to custom fields, avoid unwanted overwrites, and integrate multiple data providers without conflicts. This addresses data governance requirements, prevents data loss from collisions, and more precisely controls overwrite logic at the property level for companies and contacts.
Campaign users can now edit or delete Campaign UTM values, providing greater control and ensuring more accurate reporting.
This new functionality ensures accurate and up-to-date campaign UTM tracking, allowing marketers to make data-driven decisions easier & faster.
Without the ability to update or remove outdated UTM values, reports can become cluttered with inaccurate data, leading to misleading insights.
By giving users full control over their UTMs, this feature helps maintain clean, reliable tracking, ultimately improving campaign performance and ROI.
Users need Knowledge Vaults that remain accurate and up to date without manual maintenance, eliminating the risk of stale or irrelevant information and ensuring AI Assistants and Agents always access the latest CRM records.
We've converted Partner Admin to a single, consistent permission that ensures Partners have reliable access to the tools they need across all customer accounts.
Partners were frequently blocked from accessing critical features—forcing them to request permission changes mid-project or revert to Super Admin.
Partner Admin now provides consistent, comprehensive access so Partners can deliver client work without interruption while maintaining appropriate security boundaries.
Custom dashboards replace the default analyze tab in landing pages, website pages, social media, blog, and target accounts tools.
You can now tailor analytics to your specific needs, making insights more actionable and accessible. This allows you to:
Email testing lets you see exactly how your agent will respond to customer emails. You do not need an email channel connected to test. You can preview the full email conversation - from the customer's initial question through your agent's response - just as it would appear in a real inbox.
Email is different from chat. Customers expect thorough, well-written responses, and you don't get the chance to ask follow-up questions in real-time. Before email testing, you had two options:
Now you can make sure your agent gets it right - professional tone, complete answers, proper formatting. This matters even more because email responses are permanent and visible.
Users can now get notified on the behavior of their CRM syncs from Data Studio. Within notification settings you have the option to get notified when...
Data studio allows you to combine multiple data sources together to easily create and update records in the CRM on a recurring, predictable schedule. Staying on top of these syncs is essential to ensuring the quality of your data coming into the CRM.
Sync notifications in data studio ensure you're kept up to date on your data studio syncs, and let you take action quickly if errors occur, or a sync fails unexpectedly.
In October, an improved filter builder was added to the Segments tool. That update is now live in workflows, too.
The new filter builder helps you build complex, precise segments in a flexible builder designed to match the way you think. No more repeated filter groups or endless scrolling and clicking to find the right property. With the new filter builder, the panel is replaced with a modal and filter conditions can be changed in place. This makes the experience more focused and simple.
What's changing: Scores that calculated to a negative value but displayed as 0 will now show the actual negative number and be used correctly in combined score calculations.
What's NOT changing: All other scores that are truly 0 or positive (greater than 0) remain the same.
Previously, subtraction rules decreased a score to represent a bad fit or disengagement, but the final score never fell below zero even if the true score was less than zero. While keeping scores between 0 and 100 (or a higher limit) made interpretation simpler, it created two problems: you couldn't differentiate between negative scores rounded to zero versus a true zero score, and combined scores were inflated by not using negative values in the sum between fit and engagement scores.
Now you can see a broader range of which leads are truly a bad fit or disengaged, along with a more accurate combined score value that takes into account negative fit or negative engagement. This leads to more accurate prioritization of leads by both users and automations referencing the score.
Users can now get notified on the behavior of their CRM syncs from Data Studio. Within notification settings you have the option to get notified when...
Data studio allows you to combine multiple data sources together to easily create and update records in the CRM on a recurring, predictable schedule. Staying on top of these syncs is essential to ensuring the quality of your data coming into the CRM.
Sync notifications in data studio ensure you're kept up to date on your data studio syncs, and let you take action quickly if errors occur, or a sync fails unexpectedly.
An update to the template selection screen when creating a website page.
The current experience differs from our updated landing page flow, creating inconsistencies and confusion when creating page content.
In October, an improved filter builder was added to the Segments tool. That update is now live in workflows, too.
The new filter builder helps you build complex, precise segments in a flexible builder designed to match the way you think. No more repeated filter groups or endless scrolling and clicking to find the right property. With the new filter builder, the panel is replaced with a modal and filter conditions can be changed in place. This makes the experience more focused and simple.
We are introducing a setting that allows customers to control how HubSpot processes form submissions from excluded IPs and referrers.
Note: Excluded IP and Referrers refer to the IP or a referrer that were added to the exclusion list under Settings -> Account Management -> Tracking & Analytics -> Tracking code -> Advanced Tracking
We had released a feature earlier that would mark all form submissions from excluded IPs and referrers as spam. However, this introduced a limitation for customers to strike a balance between testing their forms while also excluding analytics from the test submissions.
The new Setting offers customers the flexibility to either treat submissions from excluded IPs and referrers as spam or only exclude them from analytics while processing them as regular submissions.
Ticket reopening management is a new workflows-powered solution that allows users to control if, when, and how tickets re-open based on new replies to closed tickets.
Once a support rep closes a ticket, their customer may reach back out for a number of reasons: to say thank you, to ask follow up questions, or to raise a completely new issue. Historically, there has been no way to prevent that closed ticket from re-opening or to auto-generate a new ticket. Whether the end user reached back out within five minutes, two days, or six months, that original ticket gets re-opened, causing issues for reporting, SLAs, and overall rep efficiency and organization.
Not anymore! Ticket reopening management workflows give support teams an automated solution that allows them to proactively manage their process for new replies on closed tickets and makes it easier for reps to respond, prioritize, and stay organized.
Often, a support team's process is to allow customers to re-open support tickets within a certain window of time after the ticket was closed, e.g. three days. If the customer responds any later than that, a new ticket should be created. This update makes that process possible.
Social settings can now be managed in a simpler page with fewer tabs. The Accounts tab has been made easier and faster to use, with connected accounts grouped by Social Network.
The previous Social Settings page was cluttered, making it difficult to manage social account connections and settings. Simplifying the page makes navigation clearer and faster, and makes it easier to understand and manage settings.
We’re adding support for Payments in Forms, allowing you to integrate digital payments directly into forms built in the new Editor:
This update simplifies payment collection, improves conversion rates, and ensures a smoother experience for you and visitors.
Businesses often need to collect payments alongside form submissions, whether for event registrations, donations, or product purchases.
With this update, you can now seamlessly collect payments through forms in the new editor, making transactions easier while keeping all form submission and payment data in HubSpot.
Customers can now more easily migrate their customer support ticket data from Zendesk into Service Hub using the Smart Transfer platform. This new functionality enables the migration of the full historical ticket conversation threads between support teams and customers - closing a long-standing gap in HubSpot's ticket migration capabilities. Migrated conversations will:
As more customers move from mature support tools like Zendesk to HubSpot's Service Hub, the ability to seamlessly migrate historical support data is becoming increasingly critical - particularly for upmarket teams managing large volumes of tickets and conversations. While HubSpot currently supports basic ticket data import, until now there was no way to bring in historical conversations in a way that appeared and functioned like native threads in the Help Desk. This gap created poor agent visibility into past interactions, broken customer experiences, and significant friction during onboarding. By enabling a more complete transfer of support context, this feature helps ensure smoother migrations, better continuity for support teams, and a more consistent experience for customers.
You can now create contacts directly in the HubSpot chrome extension while viewing a company's website, with automatic association to that company.
Prospecting requires momentum. Previously, adding a contact meant navigating away from the company website you were researching, switching to HubSpot, creating the contact, then manually associating it—breaking your workflow and slowing down lead capture.
Now you can capture contact information immediately while researching, keeping all relationship data connected without switching contexts or losing your place.
These updates are currently in the works and nearly ready to be released on your HubSpot Portal.
Process guides are a new way for admins to guide reps through structured, step-by-step workflows during live calls or when capturing data in HubSpot Smart CRM. Unlike playbooks that provide static resources and content, process guides create dynamic, interactive workflows that adjust based on rep inputs, enable reps to complete the right actions during fast-paced calls, and automatically update CRM data without extra effort.
Sales reps on fast-moving calls need a way to log accurate data and follow best practices during live calls—and admins need a way to ensure this happens. While playbooks provide helpful reference material, they're static. Process guides give reps an interactive framework that walks them through the right actions in the right order.
Process guides use dynamic fields and conditional logic to automatically update linked property fields and improve data confidence in one place. This helps reps follow best practices consistently by creating structured, intuitive workflows that are easy to use during calls and result in accurate, usable data. Better data quality and more predictable rep behavior means no need to clean up data after the fact.
A new Permissions Product Updates side panel directly on the Users & Teams displays permissions-related product updates, including priority tags, dates, and links to more details—allowing admins to stay up to date without leaving the settings flow.
The goal is to surface new permissions in a more contextual and discoverable way and drive their adoption.
Today, admins often struggle to discover newly added or updated permissions. Permission changes can have high impact, but visibility is limited requiring admins to remember to check the Product Update pages. The new side panel solves this by bringing updates directly into the place where admins make access decisions, helping them:
(In Public Beta)
The HubSpot connector for Claude can now create and update CRM records and log activities (engagements) directly from Claude’s chat window – including new contact and deal creation, and logging notes or tasks.
(Live in GA)
Claude can also generate on powerful insights based on your complete engagement history (emails, calls, meetings, tasks, and notes).
Please note:
With expanded write access and engagement visibility, the HubSpot connector for Claude allows you to update your HubSpot context directly without leaving Claude. Ask Claude to log a discovery call, create follow-up tasks, update deal stages, or analyze months of customer emails using natural language.
By accessing engagement history such as emails, tasks, and notes, Claude can surface meaningful insights and let you take action on them instantly, right from the chat window. This unlocks faster, more intelligent use cases, like:
You can now deploy Customer Agent directly through Workflows and Chatflows, giving you greater control over when and how the agent engages with customers. This update allows you to trigger Customer Agent responses as part of your automated processes or existing bot logic — no additional setup or routing required.
Smarter automation
Integrate Customer Agent seamlessly into your current automation flows.
Target exactly which conversations the agent should respond to — across any supported communication channel.
Flexible deployment
Trigger Customer Agent only in the scenarios where it adds value.
Use workflow branches based on any contact, ticket, or conversation property (e.g., customer type, issue category) to control when the agent engages.
Example use cases:
Control credit spend
Allocate Customer Agent usage strategically.
Deploy the agent only in the conversations where it drives the most impact — not across every interaction.
A brand-new way to see your entire organizational structure—all at once—and without the endless clicking. Instead of diving into individual teams one-by-one, you’ll now see a clean visual hierarchy that shows parent teams, nested teams, and members at a glance.Previously, to understand where a team or user sat, you had to open a team… then another… then another. Viewing parallel hierarchies at the same time wasn’t possible.Now, you have a visual tree that lets you view the entire organizational structure at once. It’s easier to understand relationships across teams, compare hierarchies, and quickly locate where people sit.
Managing complex team structures can get confusing—especially when there are multiple levels of nested teams. Until now, many admins found themselves repeatedly clicking into teams just to understand who sits where. Customers told us this experience needed to be clearer. In their own words:
"It's a little challenging. I don't always know where people sit, just because there's so many layers to it. It's sometimes a bit confusing.”
“Would love to have a tool or integration to make a hierarchy organizational chart for our own company and team members so it's visually more appealing to see the company tree.”
This means
You can customize how standard line item properties are displayed—as columns or inline rows—in the line items table for CPQ quotes and templates.
Note: Custom line item properties are not currently supported, but will be in the near future.
Previously, you could not change how line item properties were displayed on quotes, preventing you from customizing quotes to represent your offering properly. This new functionality enables deeper display configuration and customization and, for example, allows you to show important information like Tax Amount on quotes.
You can now...
The Blog Research Agent is an AI-powered content engine designed to research topics, identify sources, and write high-quality, SEO-optimized blog posts. This agent enables content marketing teams to produce significantly more long-tail content at scale.
When you activate the Blog Research Agent, you get:
Creating high-quality blog content consistently can be time-consuming, especially during the early stages of research and topic ideation. The Blog Research Agent helps provide a significant head for content marketers by:
This makes content production smoother, quicker, and more aligned with strategic goals, all without leaving HubSpot!
New custom views on the reports list page help you quickly find and access reports using personalized filters and pinned tabs.
As your report library grows, finding specific reports becomes challenging, leading to wasted time and inconsistent naming conventions. With custom views, you can:
Company records now display form submissions from all associated contacts on the activity timeline.
When evaluating a company's engagement, you need visibility into all the touchpoints across the organization. Instead of checking individual contact records, you can now view all form submissions from associated contacts in one place, saving time and giving you a complete picture of company-level interest.
Restore Property Edits lets you bulk restore recent changes made by workflows or imports.
You need to protect your data integrity and quickly fix mistakes. Without this feature, reverting unwanted changes was time-consuming and required property history exports and imports. Now you can:
The Preference Link Generation endpoints allow you to generate secure URLs to the Manage Preferences and Unsubscribe pages for any contact in your HubSpot CRM.
You can generate a contact's specific HubSpot Preference Page to help contacts access and update their preferences; allow your contacts to manage their email preferences directly from account settings or other authenticated areas of your website without requiring them to re-enter their email or dig up a past marketing email.
Line items now support associations with custom objects. The associations can be configured in the Data Model tool.
Screenshot of custom object with associated line items:
Line items can now be associated with custom objects. With this update, it's easier to configure the data relationships that matter most to your business from a centralized location.
Once an association is defined, the line items sidebar card provides an editor to configure the line items connected to the custom object. From the API, new or existing line items can be associated with custom objects. This expands what is possible to model with custom objects.
Screenshot of custom Object with Line Items card:
We’re introducing powerful, new upgrades to conditional logic in multi-step Forms, giving you more control over what visitors see as they move through your form.
You’ll now find two new step-level logic actions available in the Forms Editor:
We’ve also improved the field-level actions you already use today:
In addition, forms now support a smoother completion experience when logic hides the final step: if Hide Steps removes all remaining visible steps, the form will automatically surface the Submit button, allowing the visitor to submit without navigating further.
These improvements make it easier to build clean, personalized, and frictionless multi-step experiences for every visitor.
Forms work best when they feel straightforward and relevant.
Previously, it was difficult to tailor multi-step forms to each visitor’s situation - “Skip to step” required multiple rules and couldn’t hide the final step.
With the new Hide Steps and Show Steps actions, your forms can now adjust automatically based on how someone responds. This means visitors only see the steps and information that apply to them, while irrelevant sections are removed.
The result is a shorter, clearer experience that reduces friction, improves completion rates, and makes complex forms easier to manage.
You can now block and unblock senders directly in help desk. Blocking a sender ensures that all future outreach from that contact will go to spam automatically, and that restriction can be lifted later if needed.
Block and unblock is an important tool that helps support teams stay safe, focused, organized, and efficient.
Support reps can now snooze tickets in help desk to temporarily hide them from views and come back to them later without losing focus. Whether dealing with a spike in ticket volume, wrapping up their day, or waiting on follow-up from another team, snooze gives teams the flexibility to stay focused and organized.
Prioritization is a core part of a support agent’s role, with reps often juggling multiple tickets of varying urgency levels throughout their day. With snooze, users can temporarily clear lower-priority tickets from their help desk views with a single click, helping to keep their workspace clear and making it easier to identify what needs attention right now.
Help desk users can now close a live chat while leaving the ticket open in help desk.
Not having the ability to close a chat but keep the ticket open has been a frustrating gap that impacts support teams' ability to deliver seamless, efficient support. Tickets aren't always resolved over the course of one single chat conversation; the support rep may need to do further investigation, or the customer may need to leave before they find a resolution. If the chat stays open, it may appear to customers that the rep is still online and make it harder to open a separate chat.
With this update, support reps can clearly indicate to the customer that the chat conversation has ended, making it easier for the rep to follow up later and easier for the customer to start a new chat if necessary.