HubSpot Product Update: February 2024

What is it?

Custom events is live with a new name and features:

• Custom behavioural events (CBEs) has been renamed to Custom events (CEs)
  • While behavioural targeting is still a key use case, Custom events have evolved to allow you to track activity from truly anywhere, behavioural data or otherwise. Our new name is intended to highlight what Custom events are more clearly–like Custom objects, but for event data!
• Previously limited to Marketing Hub, now all enterprise Hubs (Marketing, Sales, CMS, Service, Operations) can create Custom events via API, Custom Javascript, or Import.
  • Codeless event creation via the Event Visualiser will remain Marketing Hub exclusive
• More events for more flexible event creation
  • 500 unique event definitions per account
  • 30 million event completions per month
• New event definition API to create, read, update, and delete Custom event definitions without needing to log into HubSpot (public beta)
• Activity living in spreadsheets? Connect offline data with spreadsheet event import

Why does it matter?

More events and ways to create them means no touchpoint left behind. Custom events allow you to connect activity from anywhere in your tech stack for a complete view of your business.

HubSpot has two key types of data: Objects and Events.

• Objects, like Contacts or Companies, store data about processes or relationships important to your business.
• Events track actions, or moments in time. Form submissions, email opens, and page views are all examples of events HubSpot tracks out of the box.

Custom objects allow you to capture processes and relationships unique to you, where Custom events allow you to track any activity or moment critical to your business. Like objects, these events also contain properties, allowing you to track rich metadata about the event that occurred and action that data across the entire platform.

2. All Academy Courses, Lessons & Certifications Under a Single Section in Global Search

What is it?

In Global Search, you can now find all relevant Academy courses and lessons for your search in the same section making it easier for you to find all the relevant results in the same place. Tags mark which result is a COURSE and which one is a LESSON. If a course includes a certification, the tag will say CERTIFICATION.

Why does it matter?

Currently, Academy search results are separated into Academy Lessons and Academy Courses (as seen below) making users navigate through 2 different sections to find the relevant learning content for their needs.

For example, in the below screenshot, a user is looking for some help on "Social media strategy" and the most relevant learning for the user was in the "Developing a Social Media Strategy" lesson. However, there is also a course by the same name where this lesson comes from which would have been more relevant for this user as the user wanted to develop a full promotional plan for social media that the course would have helped with. To find this course, the user would have to scroll through all the irrelevant lessons and to a new section with the course.

Also, users had to go to a course to know if it included a certification.

3. Median Aggregation Now Supported in Single Object and Custom Report Builders

What is it?

When building a report in the single object report builder or the custom report builder, you can now choose Median as an aggregation type for your metrics.

Why does it matter?

Aggregating your data is a key part of creating informative reports. You have been used to choosing from aggregations, such as Sum, Average, Min, and Max, but you may have found these options don't always get you the insight you are looking for.

For instance, let's say you are looking to understand more about the standard sale amounts of your recently closed deals. Using an Average aggregation, it would divide the sum of deal amounts by the number of deals in the period you're reporting on, giving you the "average sales price." However, if you had some deal transactions the fell in either the extreme high or low range, your results could be greatly skewed one way or another. In contrast, using a Median aggregation identifies the middle value, since it arranges your deal amounts from smallest to largest, providing you the "median sales price." Median can showcase the true middle and provide a more accurate representation of data distribution, without being adversely influenced by extreme values.

Before today, you only had the aggregation option of Average, but now, you can get a much more complete picture of your data with the addition of Median to your list of aggregation options.

4. Connect.com Community Digest

What is it?

A weekly digest email that highlights the top community posts over the last 7 days. The top posts are identified based on the number of reactions and comments a post has received. New community members will now receive the weekly digest email instead of receiving an email notification for every post.

Why does it matter?

 Our community members are busy people and don't always have the time to regularly log in to their communities to check out the latest conversations. Many users have expressed that receiving an email notification for every new post in their communities can be overkill and leads to them ignoring the emails.

5. Conditional Form to URL Routing

What is it?

After form submission, redirect visitors to a meeting scheduling page, a HubSpot page or an external URL. You can either redirect all visitors to the same destination, or set up conditions for redirecting visitors to specific destinations based on any form fields (e.g. region, company size, revenue etc.).

Why does it matter?

Like routing prospects to the right scheduling page based on any form fields (regions, company size, revenue, etc.), automate rules to decide who gets to book time immediately on a calendar, you can now do the same for HubSpot pages and external URLs giving you the tools to personalise your prospects experience.

6. User Changes to a Custom Object Now Surfaced in the Audit Log

What is it?

Tracking and auditing when a user creates, updates, or deletes a Custom Object in your account is now surfaced in the centralised audit log.

Why does it matter?

This information helps to answer questions such as:

• Which user created this Custom Object?
• Which user changed this Custom Object name or description?

7. EU Hublet Rollout

What is it?

We are thrilled to share the exciting news that HubSpot’s new Stripe payment processing feature (currently in beta) now offers multi-currency functionality to our valued international customers on EU Hublet. We can't wait for you to try it out and provide us with your valuable feedback, as we strive to continuously enhance our product to meet the unique needs of your business.

Why does it matter?

All HubSpot customers who use EU as a data centre location will be able to connect their Stripe accounts and use Commerce Hub.

8. Linkedin Audience Targeting for Organic Social

What is it?

With Linkedin targeting, marketers can tailor content to specific audiences. Posts can be targeted based on your followers' profile data such as organisation size, industry, function, seniority, geography, and language preference.

Targeted posts are only actively displayed to members who fit within the target criteria. If that post is shared or reposted, then members outside of the target will be able to see the post.

Why does it matter?

Content is everywhere and businesses with a social media presence must ensure their social content is personalised, targeted and effective.

By applying audience targeting to posts you publish, you can deliver high quality content to any desired segment of your followers. This helps businesses stay relevant in today's noisy and information-overloaded social spaces.

9. Enhanced Caller ID Experience for HubSpot Mobile App

What is it?

We have made improvements to the Caller ID experience for HubSpot mobile app users on Android and iOS platforms. Our enhancements ensure that the app correctly and reliably matches incoming call numbers to existing CRM contacts.

Why does it matter?

The previous version of Caller ID had a couple of known reliability issues. For instance, on iOS, users had to manually open the contact list every 30 days to trigger the contact sync between the CRM and their device. Additionally, unnecessary contact information was often synced to their phones from the CRM, resulting in an inaccurate and slow sync experience.

With the updated Caller ID, users can now benefit from the following features:

• Better contact matching: we optimised the contact and cache storage processes to only use required data, enabling the app to match many more contacts.
• Improved contact syncing:
  • Users now receive visual confirmation of the sync progress and can see when the last sync occurred.
  • Instead of doing a full sync every time, we added incremental syncs that only update newly created or modified contacts.
  • Contacts are now automatically synced every 24 hours. On Android, this happens unless certain OS optimisations are enabled, in which case users need to open the app to trigger the sync. On iOS, the sync happens as soon as the app is opened, which means no need to access the contact list anymore to trigger contact syncing. On top, we added the ability for users to manually trigger a contact sync from the calling settings.

10. Required Field Mappings in Data Sync

What is it?

We will surface required fields within a data sync setup's field mappings table. In addition to surfacing, we will also then enforce these properties to be mapped.

Why does it matter?

In order for certain CRM records to be created in HubSpot, some properties are mandatory. For our many data sync apps, this is no different. Here are some more examples of properties that are required, for various apps :

• a new deal record in HubSpot cannot be created unless it has a deal name, a pipeline and a stage specified
• a new contact record into Zoho CRM has the last name as a mandatory property, among many other properties that an admin could mark as required
• a new product in Xero needs a code/SKU to be populated

In order for a data sync connection between HubSpot and those other apps to run smoothly, required properties need to be part of field mapping. Yet, in our data sync setup screens we've never surfaced the required-ness of these fields. Until now!

11.Content Editors Keyboard Navigation

What is it?

We've got some exciting news! As drag-and-drop content editors become more sophisticated, we understand the need for quick access to your most used tools.

That's why we're introducing a new keyboard navigation feature specifically designed for our power users. With this feature, you can navigate through the user interface faster and effortlessly to create content.

Why does it matter?

To use this functionality, simply head over to the Website Pages, Landing Pages, Global Content, or Blog Editors. Once there, just press "command"/"ctrl" + "k" on your keyboard and search for the section of the editor you want to navigate to. The new navigation search will appear, allowing you to swiftly navigate to the part of the editor you need. Happy navigating!

12. Change Language for Calling Consent Messages

What is it?

Initially available only in English, we've extended the functionality to change the language for calling consent messages to accommodate our growing international user base. Now you can effortlessly change the language of the consent message, which gives you more control over your calling experience.

Why does it matter?

When the "allow call recording" feature is activated in your HubSpot call settings, all incoming calls are automatically recorded. Upon establishing the call, your inbound callers are presented with a calling consent message: "This call is being recorded for training and quality assurance. By remaining on the line, you give consent to the recording." Until now, this functionality was available only in English.

Ensuring a diverse and inclusive user experience is important in today's globalised world. By enabling users to customise the language of their calling consent message, we empower customers from various linguistic backgrounds to engage seamlessly with their calls. This enhancement promotes accessibility and user comfort with your company brand, fostering a more inclusive setting for all calling users across different countries.

13. Enable Double Opt-In for forms

What is it?

Historically, it was only possible to enable/disable double opt-in for select pages created in HubSpot.

With this change, you may choose to enable/disable double opt-in for select pages AND select forms of your preference.

There are also some updates to action descriptions/copy to make it clearer.

Why does it matter?

More flexibility to apply double opt-in for certain situations, i.e. if it is mandatory for some countries but not others, you can have select forms in which DOI is used vs other forms in which it is not.

14. Campaigns Metric 'influenced contacts' Now Includes Ad Interactions

What is it?

The Campaigns metric 'influenced contacts' now includes contacts that interact with ad(s) in associated Ad campaigns.

Why does it matter?

Up until today, any interaction with an associated Ad campaign was not counted towards the sum of 'influenced contacts'. This discrepancy has now been removed ensuring 'influenced contacts' support every asset type available in the Campaigns app.

15. Configure Specific Association Limits

What is it?

Admins can now configure the specific limit of associations to a single record. They can do so based on record type e.g. there can be a maximum of 10 contacts associated to a company record or based on a specific label e.g. there can be a maximum of one company with the label “Employer” associated to a contact record. Users can set association limits to many (default) or choose a specific number (e.g. 100).

Why does it matter?

Over the last few years, we've revamped our associations model making it more flexible and introducing new concepts like same object type associations. Throughout these projects, we’ve known that as we add more flexibility, customers also need more control and customisation over their associations. And for many same object association use cases, the ability to configure the limit of records that can be associated is a requirement.

16. Help Has Moved to the Top Navigation

What is it?

The link to HubSpot Help has moved from the bottom-right corner to a “?” icon in the top navigation menu.

Why does it matter?

This change will enable you to find Help more easily and to solve your questions with our newly-expanded range of self-service resources.

17. Workflow Enrolment Diagnosis

What is it?

You can now efficiently troubleshoot workflow enrolments directly in-app! This functionality will empower users to independently investigate and resolve workflow enrolment questions.

The tool provides users with:

• Comprehensive logs detailing the enrolment status of each record.
• A clear indication of successful enrolments
• Reasons a workflow wouldn't (or did not) enrol

Why does it matter?

Many customers use workflows but users often face challenges understanding why certain records either enrolled or failed to enrol in a workflow. Without much visibility into what did (or didn't) occur, users had to rely solely on HubSpot Support for help investigating workflow enrolment questions.

This solution provides customers with enrolment information directly in the workflow tool and will empower you to quickly and efficiently resolve workflow enrolment discrepancies!

18. AI Assistant: Subject Line Generation

What is it?

We are excited to announce the release of the HubSpot AI Subject Line Assistant for Marketing Email. Content creators can now easily generate an email subject line for their campaign, complimenting the ability to generate and edit email copy within the Email Editor.

Powered by email insights and best practices from HubSpot, the Subject Line Assistant will read the content of your marketing email and generate three subject lines accordingly. You will not need to prompt the tool, instead you can generate subject lines on the click of a button.

Subject line generation will be available on desktop and the HubSpot mobile app for last minute or on-the-go adjustments to your marketing email.

Why does it matter?

Writing an effective, interesting, and attention-grabbing subject line is crucial for your email's open rate. However, creating engaging subject lines is one of the many time-consuming tasks that Email Marketers have daily.

The Subject Line Assistant jumpstarts the writing process, helping generate email subject lines in a flash. By automating this process with HubSpot AI, you can focus on other critical tasks and scale and optimise your content creation efforts.

19. New Source Property on all CRM Records

What is it?

All records now have a new “Record Source” property which describes how the record was originally created.

Why does it matter?

Historically it was hard to pinpoint the actual source of a record (think import or UI) in HubSpot. Users were forced to use the original source properties as a proxy. Those properties were intended for traffic analytics and grouped many common sources for record creation into a confusing bucket called "offline sources". As a result, users were often missing key context about a record and had a hard time completing simple tasks like creating a list of all deals created by a workflow.

20. Limiting Multiple Template Submission

What is it?

Starting Monday, February 19, 2024, HubSpot Template Marketplace providers will be limited to submitting one template type – theme and/or module – for review and listing at a time. Any submission exceeding this limit will be automatically rejected until all submissions in review are approved or withdrawn.

Why does it matter?

This change aims to increase the efficiency of the listing process and improve the quality of submissions. By setting submission limits, our goal is to encourage thoughtful template submissions, reduce similar edits among multiple submissions, and expedite the review process.

21. Report On and Analyse Playbook Use

What is it?

We are adding the ability to report on playbook usage. This means users can now see how effective their playbooks are at moving important sales metrics over time.

Why does it matter?

Sales managers want to understand how their playbooks are being used and how effective they are. The new usage metrics will help them gain a better understanding of their playbooks, the people using them, and how well they are working.

22. The 'quick dashboard filters' Feature is Merging with the New Dashboard Filters Beta

What is it?

There have been two ongoing dashboard betas to improve the filtering experience:

• "The new dashboard filtering experience," which allows you to pin dashboard filters to any report on a dashboard
• The "quick group filter" beta, which not only automatically generates a dashboard filter for you, but also allows you to create a group of dashboard filters that will work across multiple reports on a dashboard. It also more closely resembles the old dashboard filter interface, which was wildly popular with users.

After receiving positive feedback, we are now merging these betas! Any portal that is enrolled in the new dashboard filtering experience will also be able to generate a quick group filter.

Additionally, the quick group filters now more closely resemble the previous dashboard interface. We've seen overwhelming demand to bring those back, and we're happy to do so!

Why does it matter?

Users who are ungated to the new dashboard filters beta can now create a group of quick filters to pin across multiple dashboards.

23. Find Emails By Any Word or Phrase in the Email Body Through Global Search

What is it?

You can now find an email by searching for any term present in the email body in Global Search. The emails show up under the "Emails" section in Global Search.

Why does it matter?

Say you are looking for customers who mentioned a specific product in an email or you want to look for the customers facing a specific issue so that you can update them on the fix -- until now, you could not find these specific email threads unless you had added the information in Notes or you remembered the email subject line. Now, you can easily search for terms used in an email conversation, directly from the Global Search.

24. Respect Deal Split Percentage in Forecast Rep View

What is it?

When bulk-selecting deals to include in a forecast submission from the forecast rep view, the deal split amounts will now be used where applicable rather than the total deal amounts. This guarantees that no deal amounts are doubly counted in submissions and reps are only submitting the amount that's attributed to them.

Additionally, the Amount in Company Currency and Weighted Amount in Company Currency properties now reflect the deal split amount when applicable.

Why does it matter?

Before today, selecting deals to include in a forecast submission meant rolling up the total amount of each selected deal, regardless of deal splits. This meant if two reps each owned 50% of a deal and they both included that deal in their submission via the bulk select method, that deal amount would be doubly counted in the total team forecast, falsely inflating the numbers. Now, submissions made for deals with splits applied will more accurately reflect total potential revenue at both the rep and team level.

In this same rep view, the Amount in Company Currency and Weighted Amount in Company Currency properties previously reflected the full deal amount rather than the deal split amount when applicable. As a result, users would see differing values for Amount and Amount in Company Currency or Weighted Amount and Weighted Amount in Company Currency. Now, these amounts will be consistent across all four default currency properties.

25. Additional Mathematical Functions for the Formula Editor

What is it?

We have expanded our advanced formula editor to include new mathematical functions:

• Absolute value (abs)
• Power (power)
• Square root (sqrt)

Why does it matter?

Data admins can use these functions to power more sophisticated calculated properties in HubSpot. It no longer requires maintaining a separate system.

26. Domain Authentication Alert on the Marketing Email Manage Page

What is it?

To ensure your marketing emails sent via HubSpot comply with the authentication standards and sending policies enforced by major email inbox providers (e.g., Gmail and Yahoo Mail), a new alert is available on the Marketing Email Manage page when a published automated email's from address does not have the adequate authentication measures in place, and are at risk of getting blocked.

Why does it matter?

Starting February 2024, Google and Yahoo will be requiring DMARC, DKIM and SPF for all bulk senders. Moving forward, any bulk sender who does not have all three authentication measures in place will be blocked or directed to spam.

This new alerts on the Marketing Email Manage page will flag when a published email's from address does not have the adequate authentication measures in place.

27. Marketing Single Send API

What is it?

The Marketing Single Send API will enable customers to integrate externally hosted data with marketing emails designed and maintained directly in HubSpot.

Why does it matter?

This API provides customers the flexibility to manage their data anywhere while also incorporating it into their marketing emails.

What is it?

We're introducing the ability to easily track key changes that occur to any individual list. Inside any list, you can now see:

1. When a list was created, edited, deleted, or restored
2. When a list was used in another tool, such as an ad, a workflow, or a report
3. When a list notification was triggered
4. When a list was converted from active to static

You will also see who performed these actions.

Why does it matter?

As your company grows, you need to control and understand the significant events that have led to changes in your most important lists.

2. List Notifications

What is it?

We're introducing List Notifications to help Enterprise customers understand critical list changes in real-time. Now, get notified when:

1. A list is edited or deleted
2. A list size changes significantly (powered by HubSpot AI)
3. A list reaches a specific size

Why does it matter?

All lists are not created equal. As your company scales, you need to control and understand the significant events that lead to changes in your most important lists.

• Hosting an event with limited capacity? You can now receive a notification when your list reaches that capacity.
• Have a list of your most important customers? You can now receive a notification, powered by HubSpot AI, when there are sudden drops or increases in your list. This can help you quickly understand the impact of a campaign or any recent communications.

3. Legacy CTA Migration Feature

What is it?

Thanks to the new Legacy CTA Migration feature you can now easily migrate your Legacy CTAs to new CTAs with a simple clicks.

Why does it matter?

As we've launched the new CTAs tool this year and are planning to sunset the Legacy CTAs by the end of 2024, you need an easy way to migrate from Legacy CTAs to the new CTAs tool. With the new Legacy CTA Migration feature you can now easily create a clone of your Legacy CTA as a new CTA and automatically replace it in all the instances where it’s being used, including pages, email, workflows and lists.

4. View Products Purchased from the Contact or Company Record

What is it?

You can now see what products your customer has purchased from you, directly from the contact or company record.

Why does it matter?

Want to know if your customers have ever purchased your green bike product? How about what's the top item they buy from you? Where do they spend the most money with you?

Right now, you'd have to open each all the associated deal, navigate to line items, then do mental calculations to find the answer.

Say goodbye to that method with the introduction of the new product history card for in the middle panel.

5. Cookie Consent Banner Customisation

What is it?

We've enhanced the cookie consent banner settings with new customisation options. Now, you can tailor the banner's colours, positioning, shape, and size to better align with your site's design and user experience.

Why does it matter?

Responding to popular demand, we've expanded the banner's customisation capabilities. This update addresses the need for more flexibility in modifying the banner to complement your website's aesthetics.

6. Calling as a Channel in the Help Desk

What is it?

The Help Desk (public beta) now includes calling as a channel. You can now connect a HubSpot-provided phone number to your Help Desk, directing inbound calls to a group of reps. Inbound calls will simultaneously ring up to 10 available users and create a new ticket in the connected pipeline.

Why does it matter?

Help Desk is a powerful new feature that consolidates tools that enable customer support agents to resolve issues efficiently. This new feature update enhances its omni-channel capabilities by introducing calling. Benefits include:

Increased efficiency and collaboration:

• Inbound calls simultaneously ring up to 10 users, ensuring swift connection with an available rep
• Call notes and recordings are logged on threads, for efficient context gathering
• Users can make outbound calls from existing threads, and easily switch channels for streamlined follow-up

Improved Caller experience:

• configure channel working hours, set custom voicemail messages, and seamlessly switch channels for faster issue resolution.

7. Generate New Sales Email Templates with the Assistance of AI

What is it?

We are bringing the power of AI Assistant to the Templates tool! Teams can now generate new 1:1 email Templates that can be used across HubSpot in seconds.

Why does it matter?

Writing new sales content is a time consuming task. Now content creators can use AI Assistant to draft sales Templates to use in 1:1 emails and Sequences in seconds.

8. Additional Options for Rolling Availability in Scheduling Pages

What is it?

Rather than being limited to "this week and next" when wanting attendees to be limited to the number of days out when they can book a meeting, you can now set more granular rolling dates in meeting scheduling pages!

This feature allows you to configure scheduling pages to set a specific number of days, business days, or weeks that people can book on your calendar.

Why does it matter?

Users have been asking for more granular rolling date options in scheduling pages so that they can limit how far out attendees can book in advance. Some have even observed decreased no-shows when meetings can only be booked to occur within the next few days!

When attendance rates are so important for meetings, it can be frustrating when a prospect books a meeting that isn't happening for another 2 weeks. Now, users will have the customisation they need to configure the rolling time frames that work best for them.

9. Panel component to Streamline Multi-Step Processes for UI Extensions

What is it?

This feature is a part of the public beta for UI extensions with CRM development tools. Make sure you are eligible and enrolled into this beta (as a super admin).

A Panel is a component that will slide open over the main page, giving developers more space to present detailed information. It can abstract information, perform data-related actions, avoid crowding the main page, and much more. See examples

below:

Example:

Look at this revamped sample project below to learn how to use this Panel component.

Why does it matter?

• For building flows with multiple steps, Panels unlock a more user-friendly experience. Examples include: creating or updating data, adding forms, displaying additional information.
• In a typical HubSpot page, having forms directly on the page is not a common pattern. Instead, we hide these actions behind the panel and surface them only when necessary, to keep users focused on the most important information.
• This component can also be used to drill-down on specific information

10. AI assistant: Preview Text Generation

What is it?

We are excited to announce the release of the HubSpot AI Preview Text Assistant for Marketing Email. Content creators can now easily generate preview text for their campaign, complimenting the ability to generate a subject line within the Email Editor.

Powered by email insights and best practices from HubSpot, the Preview Text Assistant will read the content of your marketing email and subject line and generate relevant preview text accordingly. You will not need to prompt the tool, instead you can generate preview text on the click of a button.

Why does it matter?

Content Marketers struggle to come up with effective preview text that expands and compliments their subject line, oftentimes missing out on this additional opportunity to grab the recipient’s attention in an overcrowded inbox.

With recent advancements in generative AI, we want to provide customers with the ability to quickly generate preview text for their marketing email, encouraging them to further utilize this functionality in the HubSpot Email Editor.

11. DocuSign Middle Panel Enhancements

What is it?

The new DocuSign middle panel card will now allow you to manage your DocuSign envelopes and documents more easily. You can:

• Review and manage the status of your DocuSign envelopes directly from the contact, companies or deal record screen.
• Manage associations, attach or create new DocuSign envelopes.
• View envelope history and detail, like recipient status, senders and dates.
• Attach new DocuSign envelopes from templates and launch the envelope editor screen.

Why does it matter?

Previously, integrating DocuSign with HubSpot posed challenges in streamlining workflows and seamlessly sending quotes, invoices, or other documents to prospects without disrupting the context.

However, with the recent enhancement to HubSpot's DocuSign integration, those obstacles are now overcome. You can effortlessly send documents to your prospects while maintaining seamless context within your workflow.

12. Trend Lines in the Single Report Viewer

What is it?

Trend lines are a new visual option to enhance your reports. You can now add multiple types of trend lines in the single report viewer.

Why does it matter?

Understanding patterns, trends, and changes over time in your data is critical. Trend lines offer a clear and concise way to visualise data trends across a continuum.

In a glance, trend lines not only provide insights into past and present performance but also open a window into potential future outcomes, making them an essential tool in data analysis and decision-making processes.

13. Actionable Notifications in HubSpot's Microsoft Teams Integration

What is it?

When configuring custom Microsoft Teams notifications via workflows, you now have the option to embed action shortcuts directly into the notification. These shortcuts enable you to quickly execute various actions within Microsoft Teams, such as creating a task or note, logging a call, meeting, or email, updating a record, or emailing or calling a contact.

Imagine a scenario where you set up a workflow to send a reminder to a specific channel when a deal has remained in a specific stage for over 15 days. Now, you can embed actionable shortcuts within this notification, such as:

• Create Task: Prompting you or a teammate to create a task for follow-up with the contact.
• Update Deal: Enabling you to modify crucial information pertaining to the deal.
• Create Note: Providing relevant context directly on the record page.

With these shortcuts, your team can quickly take action on pertinent information directly from the notification within Microsoft Teams.

Why does it matter?

Today, the "Send Microsoft Teams Notification" workflow action allows you to send custom notifications to specific people or teams within your organization when something important happens. But the best notifications aren't merely informative - they're also actionable.

With the Microsoft Teams Integration update, you can embed actions into your notifications to empower your team to save time and take immediate action when something meaningful occurs.

14. Bidirectional Custom Object Sync Between Salesforce and HubSpot

What is it?

You can now update custom objects in Salesforce directly from HubSpot, in addition to syncing them from Salesforce to HubSpot. With bidirectional custom object sync, you can ensure that your Salesforce environment stays consistently current with the latest changes.

Why does it matter?

Custom objects serve a multitude of purposes and have proven highly beneficial when synchronised with your Salesforce environments. Now, HubSpot is enhancing our custom object sync capability by enabling full bidirectional synchronisation.

As always, you are in full control, setting the precise sync rules and triggers that align with your needs and preferences.

15. Google Enhanced Conversions for Leads

What is it?

Google enhanced conversions is an ad conversion events feature that can improve the accuracy of your conversion measurement and unlock more powerful bidding. It supplements your existing conversion tags by sending hashed first-party conversion data from your website to Google in a privacy-safe way. The feature uses a secure one-way hashing algorithm called SHA256 on your first-party customer data, such as email addresses, before sending to Google.

Why does it matter?

As cookies go away and ad tracking becomes more limited, it is important for advertisers to get their conversion data back to the ad networks in a secure, privacy first manner. With enhanced conversions, HubSpot will send offline lifecycle stage change data back to Google server side. This will:

• Recover conversions that otherwise wouldn’t have been measured
• Improve bidding optimisation through better data
• Be privacy safe with hashing of first-party customer data

16. Sync Activity Bidirectionally Between Salesforce and HubSpot

What is it?

You will now be able to sync campaign activity data - including meeting, call, and email tasks - bidirectionally between HubSpot and Salesforce.

Why does it matter?

Previously, you could only sync activities one-way, from Salesforce to HubSpot. By making this sync bidirectional between both platforms, you can keep your Salesforce environment more up to date with the latest changes arising in HubSpot.

17. Marketing Reporting Collections

What is it?

Marketing Collections is HubSpot's first dedicated solution designed to streamline key marketing metrics and reports into one place.

Marketing Collections consolidates all of your channels into distinct sections:

• Channel performance: Dive into Ad, Lead capture, and Marketing Email effectiveness
• Contact insights: Gain insight into the origin and characteristics of contacts your team generated through marketing efforts
• Revenue impact: Measures how different marketing activities are impacting revenue
• Web traffic analysis: Evaluate web traffic metrics and gauge the success of your content

Why does it matter?

Marketing Hub provides multiple channels to engage leads and customers. Across all of these channels, HubSpot already offers tons of out of the box metrics and reports to help you understand what's working.

Marketing Collections simplifies all of this by providing a curated space that combines all of these metrics from to make it easier to understand what is working and what isn't working. Additionally, each report has a uniform 'interface,' making it easier for users to navigate from one report to another.

Each report offers lightweight editing and descriptions on how to use the report. You can also save any of these reports to a dashboard so that you can add it alongside any custom reports you and your team have created.

18. Support for Google Consent Mode V2

What is it?

HubSpot's Google Tag Manager and Google Analytics integrations now support Google's new Consent Mode when using the HubSpot cookie banner.

As of the March 2024 policy update set by Google, websites that don’t collect consent from EEA/EU/UK visitors and have banners integrated with Consent Mode v2 could experience measurement loss of Google Ad campaigns.

To keep using measurement, ad personalisation, and remarketing features, you must collect consent for use of personal data from end users based in the regions above and share consent signals with Google. The requirements also apply if you are using Google Analytics data with a Google service.

Why does it matter?

Google Consent Mode allows you to adjust how your Google tags behave based on the consent status of your website visitors. When the visitor consents, Google will observe data as normal.

Google Consent Mode operates in two states:

1. With Consent: When consent is given by a website visitor, Google's tags will behave normally.

2. Without Consent: When the visitor does not consent, the Google tag will adjust its behaviour to help observe conversions without using associated cookies.

Consent Mode helps you respect your website visitors' privacy choices by acknowledging their consent, while still providing your business with anonymised, aggregated insights.

19. All-New Help Desk Workspace

What is it?

Help desk is HubSpot's new ticket management workspace, purpose-built for your support team to provide efficient and empathetic customer service.

Help desk consolidates tickets and conversations in a centralised workspace, allowing your support team to intake, triage, troubleshoot, and resolve customer requests much more efficiently. With omnichannel messaging, a 360-degree customer view powered by the CRM, and a growing list of AI-backed features, help desk contains all the tools your team needs to provide world-class service, at scale.

Why does it matter?

In a field where success is often measured in seconds, every click matters. Customer support agents need to be able to prioritize an influx of incoming requests, access key customer context, and leverage time-saving functionality all in the same place.

Prior to help desk, key support functionality was scattered across two different experiences: the Conversations Inbox and Tickets. Each workspace contained different functionality, and the relationship between conversations and tickets was unintuitive. Many of our customers expressed that this was impacting their team's efficiency—draining precious time and resources bouncing between different tools, constantly trying to keep tickets and conversations “in sync”, and cobbling together processes to help make sense of it all.

In response to this feedback we built help desk: a simplified-yet-more-powerful home base for your support team in HubSpot. Help desk combines the best of Inbox and Tickets, so you get the advantages of inbox (real time updates, SLAs, agent presence indicators, live channels like chat, and more) plus the pros of tickets (custom properties, more advanced workflows and reporting, list-style layout options, advanced filters and views) all in one place.

20. Content Assistant for Google Search Ads

What is it?

HubSpot users can now use AI Content Assistant in Ads to generate ad copy from scratch using simple prompts for Google search ads.

For more information, please check out our knowledge base doc here.

Why does it matter?

Content creation is not only time-consuming, but harder than ever - and is paired with consistently higher bars for what customers will interact with.

At HubSpot, we want to empower our customers by making quality ad creation quick and easy. We want to help you create ad campaigns that have a higher chance of performing well and free up more time for you to focus on managing and optimising your ad campaigns.

You can now use the AI content assistant in Ads which will enable you to generate ad copy from simple prompts. You can also rewrite, expand, and shorten generated copy to give you more control over the AI-generated text.