The Best of HubSpot's Spring Spotlight 2025

HubSpot’s Spring Spotlight 2025 has arrived, bringing a wave of innovative updates designed to make your work smarter, faster and more connected. With enhanced AI tools, streamlined portal organisation and new ways to drive real ROI, there’s a lot to unpack, so let's get started...

Marketing Hub Spotlight

Multi-Account Management

Managing multiple businesses just got a whole lot easier with HubSpot’s new solution. It’s designed for organisations that need each part of the business to stand on its own, while still working together when it matters. There are three standout features:

Organisation Configuration makes it simple to set up your structure and control how accounts are connected.

Data Mirroring gives your sales teams shared visibility into contacts across accounts, helping them spot new opportunities and cross-sell with ease. And

Asset Copying means you can automatically duplicate forms, emails, and lists across accounts — saving time and cutting out repetitive tasks.

Journey Automation

Journey Automation is HubSpot’s powerful new tool for building smarter, more connected customer experiences -all in one place. With Journey Builder, marketers can easily map out complex, omnichannel journeys from start to finish, either from scratch or using ready-made templates. No more juggling a handful of workflows - now you can plan, build and automate full marketing strategies like lead generation, nurturing and re-engagement campaigns all within a single view.

Journey Analytics takes it a step further, offering one-click performance reports that help you fine-tune every stage of the customer journey with real data and insights. Whether you want to see how quickly contacts are moving towards a high-intent stage or pinpoint where drop offs are happening, you can optimise every step with confidence.

Plus, with Journey Governance, teams can collaborate seamlessly while maintaining proper permissions and oversight, making it easier to scale your marketing efforts without the chaos.

AI Lookalike Lists

Finding your next best customers just got easier with HubSpot’s new AI Lookalike Lists. Powered by Breeze AI, this tool helps you discover high-potential contacts already sitting in your CRM - no new data needed!

Breeze analyses your existing customer lists, picks up on key traits and behaviours, and then surfaces similar contacts who are more likely to engage, convert, and stick around. Whether you’re launching a campaign, syncing audiences to Ads, or passing hot leads over to Sales, Lookalike Lists make sure you’re starting with the right people.

Breeze Agents Spotlight

Knowledge Base Agent

HubSpot’s new Knowledge Base Agent is changing the way businesses create and manage self-service content. Powered by Breeze AI, it can automatically identify knowledge gaps by analysing customer agent insights and support ticket data. From there, it drafts comprehensive knowledge base articles for your team to quickly review, edit if needed, and publish - meaning you can create new support content in minutes, not hours.

By transforming successful responses into articles, the Knowledge Base Agent helps you scale customer support without the complexity of manual content creation. There's no more juggling multiple tools or facing endless writing cycles - just smarter, faster knowledge management built right into your workflow.

But it doesn't stop there. The Knowledge Base Agent and Customer Agent work together in a powerful feedback loop to continually strengthen your self-service capabilities. As the Knowledge Base Agent fills content gaps, the Customer Agent can pull from the newly created articles to improve future customer responses, ensuring that support stays accurate and aligned with real customer needs. This seamless collaboration keeps your knowledge ecosystem fresh and relevant and also helps your team create more impactful content. 

Want to learn more about Breeze Agents? We’ve created a FREE guide to help you understand what Breeze Agents are, how they work and how to start using them in your business. You’ll discover real use cases, which teams benefit most, and how to kick-start your AI automation journey.  Download now!

Workspaces Spotlight

Sales Workspace

HubSpot’s Sales Workspace has had a serious glow-up, and it’s all about making life easier for sales teams. First, there’s the brand new Deal Intelligence, which pulls together AI-generated insights like engagement history, deal risks, recommended next steps and even company research, all in one place.

Plus, the customisable interface means reps can now tailor their workspace with tabs for leads, deals, tasks, activities, and even a new Target Accounts tab - everything's organised exactly how they need it.

With guided actions helping track buyer engagement and lead activity across HubSpot, reps get a clear, prioritised list of what to do next to build pipeline and close deals faster.

And then there’s the new AI Meeting Assistant, a total game-changer. It helps reps prepare for meetings by pulling insights on contacts and companies using Breeze Copilot, so they go in with all the right context. During calls, it can even join to capture key takeaways, and after the meeting, it helps create summaries and sales emails to keep the momentum going. 

Help Desk Workspace

HubSpot’s new Help Desk Workspace is built specifically for support teams who want a faster, smarter way to manage customer enquiries across every channel. It’s fully AI-powered and gives reps a central place to view open tickets, track SLA information and access key reports. Here’s what’s new:

• Advanced SLAs

  • Set conditional logic for SLAs based on any ticket, contact, or company property (Enterprise).

  • Schedule SLA rules and reports by working hours - perfect for teams across different time zones (Enterprise).

• Advanced Routing

  • Skill-based routing with conditional logic across all channels (Enterprise).

  • Manage user-based ticket capacity to balance workloads effectively (Enterprise).

• Large Team Organisation

  • [Beta] Team spaces to improve access control and filtering for larger support teams (Enterprise).

• Omni-channel Support

  • Support customers via SMS directly from HubSpot.

  • Use the Custom Channels API to integrate any 1:1 messaging app (Enterprise).

  • U.S. phone number porting now available.

  • [Beta] Migrate historical conversations with the new API — great for switching platforms smoothly.

• Insights and Analytics

  • A new Summary tab puts important ticket information front and centre.

  • The Analyse tab and upgraded Analytics Suite give support and ops leaders the data they need to make smarter decisions.

• AI Ticket Enrichment

  • Automatic generation of ticket names and summaries.

  • Detection of ticket language and categorisation (Enterprise).

  • [Beta] Sentiment analysis on tickets to better understand customer mood (Enterprise).

Customer Success Workspace

HubSpot’s Customer Success Workspace has been thoughtfully designed to give customer success managers a dedicated home base for managing their schedules, tasks, key reports and book of business - all in one place. With this workspace, CS teams can proactively manage accounts, track engagement and tap into insights to drive customer retention and satisfaction.

Since its launch last year, HubSpot has added even more functionality to support larger, upmarket teams, making the workspace an ideal solution for both individual CSMs and full customer success departments.

The latest updates bring even more power and flexibility. Customer Success Alerts now provide real-time notifications when a customer's health score changes, helping CSMs take immediate action when needed.

Health Score tracking has also been enhanced, with the ability to build contact-based and custom object-based health scores, plus new reporting to monitor the distribution and trends of health scores over time.

The workspace itself has been redesigned with new tabs for Customers, Services, Revenue and Actions, making it even easier to navigate. CSMs can also now choose whether Companies, Custom Objects or Contacts are their primary object within the workspace, giving them more control over how they manage their customer relationships day-to-day.

Breeze Intelligence Spotlight

Smart Properties

HubSpot’s new Smart Properties feature is set to make gathering important data even easier and more tailored to your needs. With Smart Properties, you can create custom fields powered by Breeze Intelligence AI that automatically find and populate answers to specific questions - just like Data Enrichment, but with way more flexibility.

Want to know if a company has a podcast, if they’re remote-only, or whether they’re a competitor? Simply create a property with your custom AI prompt, and Breeze will go out, research the answer for you, and fill it into your CRM. Smart Properties lets you ask anything from straightforward questions to complex, context-rich prompts, giving you the right data exactly where and when you need it.

Research Intent

HubSpot’s new Research Intent feature helps you spot who's ready to buy, even before they land on your website. With access to insights from 200,000+ websites, you can now identify and engage high-fit companies that are actively researching topics related to your products or services.

Instead of waiting for a form submission or site visit, you can get ahead by spotting companies early in their buying journey, then manually or automatically adding them to targeted outreach lists or workflows. You can also track when existing customers start researching cross-sell opportunities or competitive solutions, giving you a chance to step in and strengthen retention or expansion efforts at just the right time.

With Research Intent, you also consolidate everything into one CRM-native intent solution, unlocking benefits like:

• Automated enrichment and addition of high-intent companies directly into your CRM

• Seamless integration with existing workflows and campaign lists

• A single place to manage both first-party (visitor-based) and third-party (research-based) intent signals

• More efficient sales and marketing motions, driven by real buying signals

Conversational Enrichment

Conversational Enrichment uses AI to automatically capture and update key contact and sales data straight from your email conversations (no more manual data entry!). It can pick up on important details like new email addresses, job titles, return-to-office dates from out-of-office replies, job changes, and even new contacts cc-ed in email threads. This means your CRM stays up-to-date with minimal effort, helping your teams stay connected to the right people at the right time.

Want to see these new HubSpot features in action? Book a FREE personalised demo with our experts for a hands-on walkthrough tailored to your business, plus expert advice and actionable tips to help you get the most out of HubSpot!