As we welcome a new season brimming with promising advancements, businesses aiming to amplify their marketing and sales and CX Go-to-market motions can anticipate a range of exciting new features from HubSpot this autumn across hubs. The right tools can make all the difference between missed opportunities and business growth.
HubSpot's latest updates are designed to help teams adapt, scale, and thrive with ease. Imagine a sales rep who can instantly connect with the right lead without toggling between platforms or a customer success team that can proactively address churn risks by simply viewing a company’s health score—all while leveraging AI for more thoughtful decisions. As experts in helping businesses implement these changes, we’re excited to guide you through these new features' practical applications and strategic benefits. Let’s dive into how they can empower your team to work smarter, not harder, and deliver exceptional results for your business.
Marketing Hub + Content Hub
Lead Scoring - Simplified for Success
Previously, HubSpot Solutions Partners set up lead scoring by configuring score properties for fit and engagement based on demographic data and behaviours such as form submissions and interactions. While effective, this setup required a detailed and customised approach. HubSpot's new lead scoring tool simplifies this process with a templated interface, allowing businesses to create and manage fit and engagement scores quickly. Enhanced with AI, it offers more accurate insights, helping teams easily identify and prioritise leads likely to convert, streamlining collaboration between marketing and sales for better results.
Fit Scores and Engagement Scores are now AI-Assisted
With AI-assisted scoring, you can identify your best leads with greater accuracy by combining the power of AI, unified data, and human intuition. The system provides visualisations of past successful interactions and AI-driven insights, making both fit and engagement scoring more intuitive. This streamlined approach strengthens team alignment, fostering seamless communication between Marketing and Sales by clearly defining the significance of each score. The AI-enhanced fit scoring allows you to identify your most promising leads with precision, while AI-supported engagement scoring analyses past interactions to offer tailored suggestions, helping you refine how you assess lead engagement and ensure more effective collaboration.
Source: HubSpot
Why is it useful?
This is useful because it dramatically improves the accuracy and efficiency of lead qualification, which is critical for business growth. AI-assisted scoring helps businesses quickly identify the most promising leads by leveraging data and insights that might otherwise be missed. Additionally, AI-driven suggestions provide teams with actionable insights, enhancing collaboration between Marketing and Sales by aligning both departments around a shared understanding of lead quality. This leads to better decision-making, more targeted efforts, and, ultimately, improved conversion rates and revenue.
Score Thresholds
Another update to the lead scoring tool is the introduction of score thresholds, which allow you to categorise leads into high, medium, and low tiers. This helps you better understand the distribution of contact records across teams and provides greater clarity on which leads warrant attention.
Previously, when implementing HubSpot, lead quality distribution was calculated by setting up custom calculation properties to break down the total lead score into tiers. This approach required significant effort to categorise leads and align the scoring with business objectives. The new Score Thresholds feature simplifies this process by automatically categorising leads into high, medium, and low tiers, making the scoring process more efficient and visual.
Source: HubSpot
Why is it useful?
By setting clear threshold values for each category, you foster consistent communication between Marketing and Sales about the importance of each score. This clarity empowers your team to focus on high-value leads, optimising your scoring strategy and boosting conversion rates.
Lead Score Cards
Previously, custom reports were needed to display lead scores, but with the new Lead Score Card, you can now access this information directly within the contact record’s right sidebar. This out-of-the-box feature offers an intuitive view of the lead score, along with a history of recent activities that influenced it, making it easier to track and analyse lead quality without the need for custom reporting. This allows for quicker insights and more informed decision-making when engaging with leads.
Source: HubSpot
Why is it useful?
By reviewing this comprehensive overview, you can seamlessly share valuable lead information between Marketing and Sales, ensuring both teams are aligned with the scoring strategy.
Lead Scoring is in Public BETA 🚀 - Launching for Marketing Hub Pro and Enterprise. AI-Assisted is only available for Marketing Hub Enterprise in Private BETA.
New Form Editor for Optimal Conversions
HubSpot's latest enhancements to the new Form Editor empower you to refine your lead capture and nurturing strategies with ease and accuracy. Innovative features like conditional redirects and automatic translations simplify and streamline the lead capture process, ensuring every interaction is smooth and tailored to the right audience. These tools not only increase efficiency but also enhance the effectiveness of your outreach, enabling you to engage potential customers with more confidence and success.
The Multi-Step Forms in HubSpot’s new form builder, (highlighted one of the Top 10 HubSpot BETAs), allows you to transform lengthy, complex forms into a series of smaller, more approachable steps. This innovative approach reduces the overwhelm and friction often associated with extensive forms, making the process feel more user-friendly and engaging. With clear, guided progression through each section, visitors are more likely to stay focused and complete the form. By breaking the process into manageable steps, Multi-Step Forms help increase form completion rates and improve the overall user experience, making it easier for businesses to gather valuable information without losing potential leads.
Source: HubSpot
Translation Capabilities
HubSpot’s updated forms editor introduces AI-powered translation, allowing you to set a primary language for your forms while automatically translating error messages, field labels, help text, placeholder text, and default values. The AI translation also seamlessly converts custom labels and consent text, quickly and effortlessly updating new content. This feature enables you to create multilingual forms tailored to your audience’s preferred language, ensuring clarity and enhancing user experience. By offering AI-driven multilingual forms, you can engage a broader, more diverse audience and boost conversion rates.
Source: HubSpot
Why is it useful?
This feature enables the creation of forms customised to your audience's preferred language, ensuring clarity and understanding for all users. By providing forms in multiple languages, you improve the user experience and increase conversion rates among a diverse range of visitors.
Conditional Redirects
By implementing conditional redirects, you can craft a journey that guides visitors to the most appropriate next step based on their form responses, such as a HubSpot page, external URL, or meeting scheduling page. This allows marketers to design a more personalised and effective user journey, redirecting visitors using conditions across one or multiple form fields. This enhancement facilitates smooth transitions from lead capture to conversion; whether the aim is to provide additional information, drive a purchase, schedule a meeting, or qualify leads, directing visitors to content or actions that resonate with their interests or needs, you enrich their experience, simplifying their engagement with your brand and boosting the chances of conversion.
Source: HubSpot
Why is it useful?
This new capability is particularly valuable because it enhances the visitor’s experience by aligning their journey with their unique needs and preferences. Instead of a one-size-fits-all approach, Conditional Redirects ensure that each interaction is meaningful and drives visitors to the next logical step in their journey.
In Public BETA 🚀 - Available for Marketing Hub and Sales Hub Pro and Enterprise subscriptions.
Team Collaboration Enhancements
The Collaboration tab has emerged as an essential tool for teams striving to work seamlessly on any campaign or product. It enhances communication and accelerates teamwork. With the addition of two innovative features, the Collaboration tab further streamlines workflows—from creating AI-suggested tasks directly from comments to having Copilot (previously ChatSpot) available in the Email Marketing Editor, ensuring tasks are executed promptly and precisely.
AI-Suggested Tasks
AI would suggest tasks based on the comment threads, which you can now easily create with the same tool, making tracking action items easier and following up on collaborative work. This feature streamlines task management by converting comments into actionable tasks with dedicated assignees and due dates, ensuring that important details don't get overlooked. Turn discussions into tasks 💡 - Teams can stay organised, increase visibility into ongoing activities, and keep projects moving forward efficiently. This enhancement boosts overall productivity by ensuring accountability and simplifying tasks within the flow of everyday collaboration.
Source: HubSpot
Why is it useful?
This feature is handy because it transforms informal discussions into structured, actionable tasks without leaving the comment thread, ensuring that essential to-dos are not missed. If you automatically assign responsibilities and due dates, you mitigate the risk of miscommunication, helping your teams to stay organised and accountable.
Copilot Collaborate Mode
The new Collaborate Mode in Copilot (formerly ChatSpot) lets you generate and edit text using AI through conversational interactions, replacing the old slash and highlight commands. This upgrade provides a more personalised and flexible content creation experience directly within the app. You can quickly generate and refine text for tasks like marketing emails without switching to external tools. This streamlined process boosts productivity, allowing you to create tailored content efficiently to meet your specific needs.
Source: HubSpot
Why is it useful?
With collaborate mode, you can effectively generate and refine text for your marketing emails, all within the platform. This streamlined approach enhances your productivity, enabling the development of tailored content that accurately meets your specific needs.
In Public BETA🚀 - Available for Marketing Hub Pro and Enterprise.
Adobe Express Integration
HubSpot now offers seamless integration with Adobe Express, allowing you to create and edit high-quality assets directly within the platform. Previously, graphic content editing in HubSpot was only available through Canva. With Adobe addition, you can enhance AI-generated and uploaded images by cropping, removing backgrounds, and applying edits. Once your design is ready, you can seamlessly insert it into HubSpot social posts, ads, pages, or emails. For more details on using Adobe Express, you can explore their Learn Adobe Express guide.
Source: HubSpot
Get 4 Complimentary Months with Adobe Express Premium
HubSpot customers now have the opportunity to access the Adobe Express Premium plan for teams free of charge for four months, enabling them to leverage Adobe's AI-powered content creation tools.
Why is it useful?
The recent collaboration between HubSpot and Adobe Express allows you to craft eye-catching visuals for social media, marketing assets, and emails, boosting your marketing initiatives and simplifying your creative workflow. Learn more.
Live Now 🚀 - Available to Content Hub customers from Pro+.
AI-Powered File and Image Search
Finding files and images from your past content has never been more straightforward or efficient. This improvement streamlines your workflow by enabling easy retrieval and repurposing of assets, maintaining consistency and continuity in your content creation. Using AI to analyse your public files, it automatically generates descriptions and keyword tags, allowing you to search using natural language and quickly find the relevant content. This enhancement simplifies locating and reusing your uploaded files and images, saving time and effort.
Source: HubSpot
Why is it useful?
Available to Marketing and Content Hub Professional or Enterprise users, this feature saves valuable time and effort by making it easier to maintain consistency and continuity in your content creation. Whether you're looking to repurpose a graphic or find an image used in a previous campaign, AI-driven search functionality ensures your assets are always within reach, improving workflow efficiency and productivity.
In Public Beta🚀 - Available to Marketing Hub and Content Hub Pro or Enterprise users.
Sales Hub + Service Hub
Introducing the Sales Workspace
The prospecting workspace has been reimagined as the Sales Workspace, providing a unified platform for managing pipeline generation and deal closure. Unlike its predecessor, which focused solely on prospecting, the Sales Workspace now allows sales professionals—whether BDRs, account executives, or full-cycle sales reps—to handle their entire sales funnel from a single location. This eliminates the need to switch between tools, making it easier to prioritise and execute essential sales tasks.
The Sales Workspace introduces innovative features crafted to enhance sales efficiency. With Guided Actions, sales professionals can track buyer engagement and oversee lead and deal information within HubSpot. The Addition Deals in the workspace offers an intuitive method for managing active opportunities, preparing for meetings, and executing follow-ups. Updated Queues allow representatives to swiftly acquire context on their leads or deals, enabling them to take prompt actions that advance relationships.
Source: HubSpot
Additionally, the AI Meetings Assistant helps salespeople prepare for meetings by offering insights into contacts and companies. After meetings, it assists in writing follow-up emails using generative AI, ensuring sales reps stay organised and responsive. Over the coming months, HubSpot will introduce more features to further enhance the efficiency and effectiveness of the Sales Workspace, making it an essential tool for sales teams looking to streamline their workflows and hit their sales targets.
Source: HubSpot
Why is it useful?
In Public BETA 🚀 - Available for Sales Hub Pro or Enterprise customers.
Sales Hub Chrome and Edge Extension Enablement
Sales teams can now supercharge their productivity using the HubSpot Sales Extension on Chrome or Edge, combined with Breeze Copilot, from any location on their browser. This integration allows salespeople to seamlessly research prospects, enrol contacts in sequences, send emails, make calls, and dive deeper into company and contact insights—all without leaving the prospect’s website.
With these enhancements, salespeople can efficiently perform research as they browse prospect websites, quickly adding contacts to the CRM and leveraging Sales Hub's engagement tools within the browser. This eliminates the need to switch between multiple windows, drastically simplifying the sales process. Breeze Copilot’s insights across the web allow teams to gain contextual information on companies and contacts, enabling more relevant, targeted conversations with prospects.
Source: HubSpot
Why is it useful?
Live Now 🚀 - Extension Enablement is available across all hubs and tiers.
Updated Quote Setup Wizard Order
HubSpot has introduced a minor but impactful redesign to the Quote Setup Order, streamlining the process of creating more accurate and tailored quotes. Previously, the "Details Step," where users selected a quote template and expiration date and added comments, appeared early in the setup wizard before any significant data was entered. This step has been moved later in the process and renamed "Template & Details".
Source: HubSpot
The updated workflow ensures that users input all essential data first, allowing for a more accurate quote preview and effective template selection. This improvement will automatically roll out, assisting users in crafting clearer, more precise quotes, thereby enhancing efficiency and quality.
Why is it useful?
This updated order ensures that all pertinent details are entered initially, allowing for a more precise and customised quote. The streamlined process boosts efficiency and enhances the quality of your quotes.
Live Now🚀 - Available across all hubs and tiers.
In addition to these updates, HubSpot has announced the acquisition of Cacheflow. This acquisition will strengthen HubSpot’s Commerce Hub suite, specifically in subscription billing management and configure, price, and quote tools (CPQ). According to HubSpot CEO Yamini Rangan, “With Cacheflow, we’re doubling down on our vision for commerce by addressing two important areas of the buying experience: subscription billing and CPQ." Cacheflow’s no-code dashboards simplify the B2B purchase process by allowing users to configure quotes, close deals, and manage upsell and renewal opportunities, all aimed at capturing revenue faster. In a separate post, we will dive deeper into Cacheflow's impact on HubSpot's offerings.
Mobile Sales Hub Updates
HubSpot has rolled out key updates to its mobile app, which is designed to improve sales productivity on the go. With the newly revamped Mobile Sales Home and AI-powered Guided Actions, sales reps and managers can now seamlessly manage their pipeline, prioritize tasks, and engage with leads more effectively—all from the convenience of their mobile devices.
New Mobile Sales Home
The Mobile Sales Home serves as a tailored central hub for sales reps and managers, addressing their specific needs based on their roles. Sales reps can easily continue their work while on the move, prioritizing tasks and customer engagement. The redesigned homepage delivers vital insights at the right time, ensuring teams can efficiently generate pipelines and close deals, driving productivity and sales performance no matter where they are.
Source: HubSpot
Mobile AI-powered Guided Actions
With AI-powered Guided Actions, mobile sales reps receive real-time recommendations for their next steps in building pipelines and closing deals. This feature prioritizes leads and deals that need immediate attention, enabling reps to act quickly and effectively. Alerts, such as notifications about re-engaged leads, ensure sales professionals can maximize opportunities and make informed decisions at every stage. While this initial release includes a subset of guided actions, more will be added in the coming weeks, further enhancing sales agility on the go.
Why is it useful?
These updates assist in swiftly identifying and prioritising leads and tasks that need immediate attention, removing uncertainty from the sales process. The Mobile Sales Home allows reps to manage their pipeline and engage with prospects seamlessly, while the AI-powered Guided Actions provide real-time recommendations, such as notifying you when a previously disqualified lead shows renewed interest. This ensures quick follow-up, optimising sales opportunities and enhancing teams' productivity, whether in the office or on the move.
Note: This initial mobile release will only support a subset of existing guided actions. In the upcoming weeks, more guided actions will be added to mobile.
In Public BETA🚀 - Available soon for all hubs and tiers.
Company Health Score Builder - Now in Public BETA
One of our favourite features mentioned in our Top 10 HubSpot Features in BETA That You Should Start Using Now is now available in Public BETA — Company Health Score. This powerful tool allows you to assign importance to various properties and activities related to contacts, generating a detailed score for each company record, displayed directly on the company profile for easy access.
This feature is a game-changer for customer success teams. With so much customer engagement data at their disposal, teams often struggle to effectively use it to identify trends, opportunities, and potential churn risks. The Company Health Score automates data aggregation and evaluation, helping you quickly identify high-value customers and those at risk of churn, allowing you to take proactive measures to drive greater success.
Source: HubSpot
Admins can easily set up the Company Health Score in the customer success workspace by defining thresholds (0-100) for "at-risk," "neutral," and "healthy" customers. They can also determine which companies are eligible for scoring based on lists or company properties and decide how contact activities and properties roll up to the company score using methods like min, max, sum, or average. After setting the score rules, admins can preview the score before applying it. Once live, all eligible companies will receive a score based on existing data.
The health score is displayed as two properties on the company record—a raw numerical score and a status (at-risk, neutral, healthy)—and can be pinned to the company record, added to the index page, and accessed by default in the customer success workspace. The Health Score Card shows the score, status, and recent changes, and a chart tracks the score history over time, helping teams stay on top of customer engagement and satisfaction.
Why is it useful?
This streamlined approach allows businesses to proactively address issues, nurture valuable relationships, and improve overall customer retention. Additionally, the visual representation of the health score on company records and the ability to track changes over time make it easier to monitor trends and adjust strategies, ultimately driving more effective customer success efforts.In Public BETA🚀 - Available for Service Hub Pro or Enterprise customers.
Live Chat Skill-based Ticket Routing
The new Skill-Based Ticket Routing feature for Live Chat allows you to seamlessly match incoming customer inquiries with the best-suited agent, ensuring quicker and more efficient issue resolution. Admins can now route live chats based on ticket properties, focusing on the specific skills required to resolve customer issues. This approach enhances customer support by ensuring inquiries are directed to agents with the appropriate expertise, improving first-response times and resolution rates.
With skill-based routing, admins can maintain consistent support even as their workforce changes. The routing rules are based on skills rather than individual agents, making it easier to adjust as teams grow or shift. This ensures customers are always connected to the right person, regardless of staffing changes. Note that skill-based routing requires agents to have a Service Hub Enterprise paid seat—agents without this seat will not be included in the routable pool, even if they have the necessary skills and availability.
Source: HubSpot
Additionally, the Skill-Based Ticket Routing feature is now live for Help Desk Emails, offering the same benefits for routing email inquiries based on agent skills and ticket properties. Together, these updates ensure that customer inquiries, whether via live chat or email, are handled by the most qualified agent, improving overall service quality and customer satisfaction.
Why is it useful?
Administrators can now direct live chats according to ticket attributes, expediting the process of connecting customers with the appropriate agent. By prioritising skills in the routing process, you can maintain consistent routing rules despite changes in your team, ensuring reliable support. This feature is exclusive to the Help Desk. Skill-based routing requires targeted teams and users to possess a Service Hub paid seat Enterprise. Users without a service seat will not be included in the pool of agents available for routing, even if they have the requisite skills and availability to handle the ticket.
Live Now 🚀 - Available to Service Hub Enterprise customers.
Closing Thoughts
As a HubSpot Solutions Partner, we understand the critical role that efficiency, customer engagement, and seamless workflows play in driving your business's success. These recent HubSpot updates—from AI-powered features to enhanced routing and scoring tools—are designed to empower your teams to work smarter, not harder.
We are excited to see these innovations simplify processes, increase productivity, and enable more personalised customer interactions. These updates reflect HubSpot’s commitment to continuous improvement and making business operations more intuitive and scalable. We're here to help you leverage these powerful tools to drive your strategy forward—enhancing your customer success workflows or optimising your sales pipeline. Stay ahead of these advancements and ensure your teams are equipped to deliver the highest service and results, helping your business thrive in an ever-evolving landscape.
We’d love to hear your thoughts on these exciting updates! If you have any questions or want to explore how these new HubSpot features can benefit your business, feel free to share your thoughts or reach out to us by filling out our comments form below.
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