200+ HubSpot Spring Spotlight Updates: Here’s What You Need to Know
As a marketer, the pressure to be everywhere, do everything, and prove impact fast is real.
- You're scrambling to manually connect CRM, social, paid, and organic data when leadership requests revenue attribution for every content piece.
- You're expected to publish across all channels simultaneously leaving little time for research, alignment or quality, because activity trumps long-term value.
- You’re asked to show nearly immediate ROI on a recent brand campaign, despite knowing that brand equity requires time to meaningfully measure.
I’ve chased every promise of automation, only to end up with more disconnected tools and not much time saved.
I've grown somewhat skeptical of the constant promise that new technology will magically create more hours in my day.
I’ve been disappointed by the mediocre results of early AI add-ons in every platform that ended up being just one more expense.
But lately, something’s shifting.
It feels like my actual problems are being solved. AI is becoming integrated, intuitive and even useful. Not just another upsell tacked onto a monthly subscription.
Has "doing more with less" finally evolved from corporate speak to an achievable, and maybe even exciting, reality?
In a moment where marketing budgets are tight, sales cycles are stretching, and every team is under pressure to deliver ROI yesterday, HubSpot’s Spring Spotlight couldn’t be more timely.
HubSpot is zeroing in on what we’re all striving to deliver: speed to ROI.
Emphasis on speed.
Today, I’m highlighting a few of our favorite HubSpot Spring Spotlight releases that genuinely lighten the load and will help you and your team hit your goals with unprecedented speed and precision.
Jump ahead to key areas of this release:
Marketing Hub Enterprise
Three big upgrades that reduce repetitive tasks and increase visibility across teams.
1. Multi-Account Management
Multi-Account Management allows organizations with more than one brand or location to replicate content and see critical contact information across them.
Who it’s for: Organizations with more than one location or brand. This will be a game-changer for franchises!
How it helps: This solution creates a unified view of an entire business ecosystem while maintaining appropriate boundaries, enabling teams to work smarter without sacrificing brand autonomy or overwhelming central management.
There are 3 key features in this part of the release:
Organization Configuration
A centralized space where admins can manage all their connected accounts from one location, defining data sharing rules and account connections through a unified interface that saves time and improves security governance.
Use case: Headquarters can centralize data sharing, promotional materials, and training content while individual owners maintain location-specific customer data. Regional managers gain visibility into performance metrics across brands or locations through standardized reporting templates.
Data Mirroring
Display cross-account contact data, giving sales reps shared visibility to help cross-sell more effectively.
Use case: Teams at different locations can see purchases a contact has made across all brands or locations with the click of a button.
Asset Copying
Automatically copy assets like forms, emails, and lists across accounts, eliminating duplicative work.
Use case: Distribute seasonal or high-performing campaigns and their assets for easy use across locations or brands.
2. Journey Automation
Journey Automaton is an advanced tool for creating automated, multi-stage customer journeys that adapt to individual behaviors
Who it’s for: Teams managing complex customer journeys and handoffs between teams.
How it helps:
- Removes the need to chain multiple workflows together and piece together reporting.
- Visual journey mapping, personalized messages at scale, real time insights for optimization.
- Each step in a Journey is equivalent to one whole Workflow.
- Metrics show a clear visual conversion percentage for each stage
- Metrics show the number of enrolled contacts in each stage, the percent completed and the percent who moved on to the next stage. Journey Automation also has a funnel view that shows drop off points in the journey.
Use case: Lead nurturing, client onboarding, subscription relationship management.
3. Lookalike Lists
Lookalike Lists helps teams discover more ideal customers by analyzing existing customer lists and identifying new high-potential segments within their CRM.
Who it’s for: Marketing and sales teams
How it helps:
- Streamlines finding high-potential prospects in your own database by producing targeted prospect lists.
- No manual sifting through databases, Lookalike Lists automates audience analysis and filtering, pinpointing key characteristics of successful segments effortlessly.
- Improves campaign performance because you’re targeting the right people
Use case: Identify untapped potential in your CRM for targeted campaigns to warm contacts, which can boost lead-to-opportunity conversion rates, lower cost-per-acquisition and save hours of manual filtering.
Breeze AI Agents
Turn the unstructured data in your CRM into real customer impact—without extra clicks or complexity.
Up to 80% of customer data in CRMs is unstructured, meaning emails, email addresses that are cc’d in an email chain, call transcripts, and support tickets. These new agents leverage that data to improve customer and employee experiences.
Customer Agent
The Customer Agent summarizes tickets, suggests next steps, and can even auto-respond to common issues.
Who it’s for: Customer support teams
How it helps: It can be trained in just 15 minutes using PDFs, websites, or knowledge bases. It flags content gaps, hands off to a human when needed, and provides reporting on resolution rates and customer feedback for continuous improvement.
Knowledge Base Agent
In private beta. Your system admin can opt in by navigating to Settings → Product Updates→ Select In Beta from the menu and search Agent. The Knowledge Base Agent auto-generates help articles from past tickets or prompts, making self-service easier.
Who it’s for: Customer support, marketing and product teams
How it helps: Identify gaps and generate knowledge base articles based on real questions customers are asking. This is an amazing feedback loop opportunity to connect Service, Product, Marketing and Sales by answering client questions proactively.
The Customer and Knowledge Base agents work closely together! You’ll get the most benefit by testing them together.
Content Agent
The Content Agent generates and repurposes emails, blogs and social posts quickly and efficiently.
Who it’s for: Marketers and anyone looking to personalize outreach messages
How it helps: The latest update to this agent, writes multiple content options for each prompt, allows uploads of reference materials, and supports enhanced prompts (including the ability to tailor messaging for multiple ICPs) all designed to streamline content creation and boost relevance.
Prospecting Agent
In private beta. Your system admin can opt in by navigating to Settings → Product Updates→ Select In Beta from the menu and search Agent.
The Prospecting Agent automates outreach tasks suggesting follow-up emails, sequences, and helps prioritize leads. Will draft emails for sales to review/edit before sending.
Who it’s for: Sales teams
How it helps: Save time by reviewing recommended email messaging, including personalization, that can increase response rates. Focus on the warmest leads first, following how the agent prioritizes them by engagement.
Workspaces
Everything your team needs—organized by role and simplified for focus.
Sales Workspace
The Sales Workspace consolidates leads, deals, tasks, target accounts, meetings, and calendar management.
Who it’s for: Sales reps and managers
How it helps: Serves up the most important information in one screen, reducing context switching, improving productivity and pipeline visibility.
Help Desk Workspace
The Help Desk provides all necessary customer history, product usage data, and AI suggestions in one view.
Who it’s for: Support agents and service managers
How it helps: New features like custom channels, ticket timelines, and suggested replies help teams handle issues faster and more accurately, tailoring support to specific regions or industries.
Customer Success Workspace
The Customer Success Workspace is unified with CRM and Service Hub to give a complete picture of relationships.
Who it’s for: Customer success managers and account teams
How it helps: Provides a holistic view of customer relationships with customizable Health Scores that flag churn risks and growth opportunities based on real engagement and usage metrics.
Catch more HubSpot Spring Spotlight highlights with Jackie Pfriender, Client Growth Strategist at Denamico, on this episode of our RevOps Champions podcast.