As someone who works in HubSpot day in and day out, INBOUND is the most exciting conference of the year for me. HubSpot releases product updates all year long (as Trekk clients who receive my monthly product updates newsletter can attest!), but they typically save their biggest rollouts for INBOUND. At the conference, they unveil and demo what they’ve been working on all year and are usually met with cheers and applause. INBOUND 2025 has been no different so far — the people I’ve talked to are thrilled about the evolution of the Smart CRM into an AI-powered platform that can unify all your data.
As a Platinum HubSpot Solutions Partner, Trekk gets a sneak preview of what’s coming at INBOUND, so our team has had some time to think about these announcements and what they mean for our clients. Here’s what we think you need to know.
Marketing Hub is getting a major upgrade
It’s been several years since Marketing Hub has seen any major changes, and I think that’s because HubSpot product managers were really taking their time and thoughtfully planning a ton of enhancements, including:
Segments
Where you used to build “lists,” now you’ll build audience “segments,” and you’ll be able to ask for your segment in natural language (“mechanical engineers who work at companies with more than 1000 employees and have opened an email in the last year”). The tool will also surface suggested segments based on your data.
Personalization
This new app allows you to build and scale personalized web experiences for your different audiences. Imagine you have one landing page and you want to quickly create and easily manage ten different variants. The old way of doing this was a little messy; the new way is more centralized.
Marketing Studio
I’m excited about this one! An evolution of the old campaign tool, Marketing Studio is a drag-and-drop canvas that allows marketing teams to collaboratively plan, create, and launch multi-channel campaigns. I love how visual the new tool is and can’t wait for our clients to experience it.
Operations Hub is now Data Hub
Operations Hub has always been a bit of a misnomer. I think of it as the hub that allows me to clean, prep, and connect data from multiple sources so that it can actually be used for sales, marketing, and business operations. The new name is a lot clearer, but that’s not all; the new Data Hub also comes with:
Data Studio
I predict Data Studio will have the biggest impact of all the INBOUND 2025 announcements. It enables you to blend first- and third-party datasets from across your tech stack, and it’s built for marketers — no coding required, just a familiar spreadsheet-like interface and an AI assistant to help you surface insights from your data. In their beta testing, HubSpot found that Data Studio users spent 60% less time manually prepping data. That’s HUGE.
Data Quality
Two things are true of any CRM: data quality is absolutely essential and keeping your data clean without the right tools is a total pain. The new Data Quality tool that comes with Data Hub continuously scans your data for duplicates, formatting issues, and errors and recommends fixes. Your data quality can now be monitored from a simple overview dashboard.
AI tools are smarter, better, and more integrated
HubSpot unveiled Breeze, the umbrella name for its AI tools, at INBOUND 2024, and we’ve spent the last year experimenting with new tools and several betas. With INBOUND 2025, we’ve got a clearer picture of how AI features across the hubs are working together to make the platform even more powerful.
There are also some updates to Breeze:
Data Enrichment no longer consumes credits
Another HUGE announcement. Previously, enriching company or contact records consumed credits. Now, it will be included at no cost with a Core Seat.
Breeze Copilot is now Breeze Assistant
This renaming makes AI in HubSpot a little clearer: there are assistants, agents, and embedded features. Think of Breeze Assistant as your ChatGPT-like that understands your business and can analyze the data in your CRM or other connected tools like Google Workspace, Microsoft 365, and Slack.
Breeze Customer Agent got a power boost
The Customer Agent can now qualify prospects, handle voice conversations, and tap directly into HubSpot records to personalize replies and update properties. Also, you can now have multiple Customer Agents in one portal!
Breeze Studio lets you customize AI for you
The new studio is where you can manage and customize assistants and agents, including ones you get from the new Breeze Marketplace.
Some Breeze agents and features consume HubSpot Credits, but many do not, making AI easier for all HubSpot users to leverage and benefit from.
Commerce Hub is now a thing, and it includes a CPQ feature
The features in Commerce Hub, like Payments and Invoices, have been available to all HubSpot users for a while, for free. Those features will still come with the other hubs, but now there’s a paid seat available in Commerce Hub if you want to use the new AI-powered CPQ (configure, price, quote) feature. HubSpot’s CPQ brings quote creation, approvals, and payment into one flow, helping sales teams close deals faster.
Inbound marketing is out; loop marketing is in?
As AI answer engines continue to change the way people search, the old inbound funnel doesn’t work anymore. (For more, see my colleagues’ thoughts on the disruption of search, the state of content marketing this year, and how to think about SEO in the age of AI.)
At INBOUND, HubSpot introduced a new idea: loop marketing. The idea behind the loop is that today’s marketers need to be constantly tailoring, amplifying, and evolving their messaging in real time — rapid deployment and constant testing. AI has necessitated this, but AI can also help with it by enabling faster go-to-market, personalization at scale, and continuous learning and optimization.
Whatever you want to call it, the key for me is the idea of constant evolution. What works today may not work tomorrow, and marketers need to be nimble. I believe HubSpot is the best platform to help us accomplish that, and I’m excited to talk to Trekk clients about how to put these new tools and features to work.
Questions about anything you see here? If you’re already a Trekk client, you know how to reach us. If not, let us know what business problem you’re trying to solve and we’ll be happy to talk.
