Hubspot's Spring Spotlight focuses on modern AI-supported functions, automation for smoother workflows and new opportunities for cross-channel collaboration - from marketing and sales to customer service. Particularly noteworthy is Breeze, the new platform for smart agent functions that revolutionizes the customer journey, content creation and sales research, among other things.
Whether you want to scale, personalize or collaborate more efficiently, these features are designed for forward-thinking and customer-focused teams.
What's new:
1. Innovations in the Marketing Hub
2. Breeze-Agents
3. Team-Workspaces
4. Conclusion: What it means for you and how you can proceed
Multi-account management: an end to data silos
What can you expect? Companies with several brands, regions or business units know the challenge: data silos, inefficient communication and duplication of work. The new Multi Account Management solves this problem:
- Asset Copying puts an end to time-consuming duplication of work by allowing successful campaign content such as emails, lists and forms to be copied to other accounts with a single click.
- Data Mirroring (Enterprise) makes it possible to track and use customer interactions across multiple hubs. For example, you can see at a glance that a customer has already purchased from another business unit - a great advantage for personalized cross-selling conversations
Your benefit: Ideal for complex company structures with different data protection requirements. Previously, separate data silos had to be maintained for each business unit within HubSpot. This meant that valuable customer knowledge and optimization potential remained unused. In addition, teams had to create successful campaigns manually several times - a considerable expenditure of time and resources.
What does this mean for your company? Not only do you save considerable time when creating campaigns, but you also gain a 360° view of your customers across business areas. This enables better cross-selling opportunities, more consistent customer experiences and more efficient teamwork.
(Available: Marketing Hub - Enterprise License - Beta)
Lookalike lists with Breeze: Automatically expand target groups
What can you expect? With Lookalike Audiences via Breeze, you can create new, similar target groups from your existing customer profiles without complicated manual segmentation work.
Your benefit: The search for new, qualified leads is one of the biggest challenges in B2B marketing. Until now, marketers have either had to laboriously develop their own segmentations or use expensive third-party tools to identify similar target groups.
What does this mean for your marketing team? You can tap into new growth potential without additional expense. In concrete terms, this means: more precise target group definition, more relevant reach for your campaigns and a more targeted approach. This function is particularly helpful in account-based marketing and demand generation, where the identification of suitable target contacts is crucial to success. Companies that previously had difficulty expanding their target group base can now quickly reach new, relevant contacts.
(Available: Marketing Hub - Enterprise License - Beta)
Journey automation: rethinking campaign management
What can you expect? The new Journey Builder revolutionizes campaign management. Create personalized, multi-level campaigns across various channels such as email, ads and more using drag & drop - without any technical know-how. Journey Analytics quickly gives you valuable insights into your customer journey. Conversion rates, drop-offs and performance data for each step are presented visually - including clear Sankey diagrams.
Your benefit: The previous workflow tools in HubSpot reach their limits with more complex campaigns. Many companies therefore had to either switch to external tools or simplify their marketing approaches. In addition, multi-channel campaigns were often difficult to analyze and optimize.
What does this mean for your marketing team? With journey automation, you can map, test and optimize omnichannel customer journeys. The visual representation makes complex relationships understandable even for non-technical team members. The integrated analysis immediately shows where customers drop out of the journey and where there is potential for optimization.
(Available: Marketing Hub - Enterprise License - Beta)
Content Agent (Breeze): Content marketing with turbo
What's new? The Content Agent has been significantly upgraded and now offers even more power for scalable content creation:
- Upload of reference materials such as PDFs, notes or other files are processed directly and converted into new content.
- Improved idea generation through high-quality suggestions based on your existing content and marketing objectives.
- Intelligent prompt improvement by turning a rough description into a precise and detailed briefing by the agent.
- Automatic internal links are set by the agent - for better SEO and longer dwell time.
Your benefit? Content creation is one of the biggest bottlenecks in modern marketing. Many teams are unable to produce the amount of high-quality content required for a comprehensive content strategy. Researching, conceptualizing and creating high-quality content requires significant resources that should not be spent on routine tasks.
What does this mean for your content team? The Content Agent acts like a multiplication of your content team - without additional personnel costs. You can create more content in less time while focusing on other, more strategic tasks. Landing pages, case studies, blog posts that used to take days can now be done in minutes.
(Available: Marketing Hub & Content Hub - from Pro License - Beta)
What's new in customer service:
Knowledge Base Agent (Breeze): Automatically fill knowledge gaps
What can you expect? The knowledge base agent steps in when your customer agent can't answer a question and automatically creates appropriate help articles based on real ticket data:
- Seamless collaboration with the Customer Agent: identifies gaps, proactively fills them and keeps your knowledge base up to date.
- Automatically create articles based on incoming tickets - complete with source references and structured structure.
- Efficient quality assurance so that your team no longer has to start from scratch, but only has to check and finalize the automatically created articles.
Your benefit: Creating and continuously updating a comprehensive knowledge base is one of the most time-consuming tasks in customer service. Many help centers are incomplete or outdated because the teams simply lack the capacity to create all relevant articles. At the same time, the most important information is often contained in support tickets and emails, but is not systematically transferred to the database.
What does this mean for your customer service? The Knowledge Base Agent transforms your help center into a living, self-updating system. Automatic article creation saves your team a few hours that they can use for more important tasks. At the same time, your knowledge base will continuously become more comprehensive, up-to-date and relevant - based on real customer queries rather than guesswork.
(Available: Service Hub - from Pro License - Beta)
Customer Agent (Breeze): Customer support around the clock
What's new? The Breeze Customer Agent acts like a virtual employee who answers customer queries around the clock - based on your own knowledge database.
- Real-time performance tracking shows you the effectiveness of the customer agent and frequently requested topics.
- Multi-channel support via in-app chat, email, WhatsApp, Messenger and soon voice.
Intelligent answers based on your knowledge base articles, blog posts, PDFs and other knowledge sources. - Continuous learning: The agent recognizes knowledge gaps, suggests updates and hands over complex cases to human employees if necessary.
Your benefit: Nowadays, support teams need to be available around the clock and cost-efficient at the same time. Conventional chatbots are often too inflexible and lead to customer frustration. Many companies also face the challenge that valuable expertise only exists in the heads of individual employees.
What does this mean for your customer service? The Customer Agent increases efficiency in customer service: Your customers receive immediate, high-quality answers - at any time of day, via any channel and without waiting times. At the same time, it relieves your team of repetitive inquiries so that your employees can concentrate on more complex cases.
The added value: higher customer satisfaction thanks to faster response times, lower support costs despite longer service times and better scalability of your support. In addition, the continuous learning capability ensures that the agent gets better and better as requirements increase.
(Available: Service Hub - from Pro license - Live)
What's new for your sales team:
Prospecting Agent (Breeze): Sales research on autopilot
What can you expect? The Prospecting Agent works like a digital research professional and automates time-consuming sales tasks:
- Comprehensive account research automatically searches websites, news, job postings and other sources for in-depth information on your target customers.
- Maintain control by deciding for yourself whether you want to personally approve emails before sending them or whether you want to fully automate the process.
- Personalized emails are created based on these insights - adapted to your various products and buyer personas.
- Seamlessly integrated into the CRM without having to constantly switch tools - prospecting runs directly in the CRM, including target accounts and contact management.
Your benefit: Sales teams need a lot of time for research and data collection - valuable time that is missing for the actual sales talks. At the same time, generic mass emails are a no-go these days. Personalization has become unavoidable, but it costs a lot of time and resources.
What does this mean for your sales team? Prospecting Agent fundamentally changes how your sales teams work. Instead of spending hours on manual research, they automatically receive in-depth insights on potential customers. The personalized emails look handwritten, but are created without the manual effort. And the entire prospecting process becomes more consistent and scalable - quality no longer depends on the research skills of individual employees.
(Available: Sales Hub - from Pro license - Beta)
Sales Workspace: Everything for sales in one place
What can you expect? The Sales Workspace bundles everything your sales team needs on a daily basis and avoids unnecessary system changes:
- Central overview of leads, deals, tasks & deadlines - all available at a glance and intelligently prioritized.
- Guided Actions provide AI-based suggestions for the next sensible steps - be it a follow-up, a demo invitation or contacting new leads.
- Deal Insights & Scoring provides an AI-supported assessment of the probability of closing for each deal.
- Meeting Assistant takes care of preparation and follow-up, including automatic meeting notes and follow-ups via AI.
Your benefit? Sales employees switch between many different tools and views every day. This constant context switching leads to inefficiency and errors. In addition, there is often no data-based foundation for prioritizing leads and activities, which leads to suboptimal resource allocation.
What does this mean for your sales team? The Sales Workspace revolutionizes the daily work of your sales team. Instead of wasting time navigating between different systems, your employees have everything they need in one place. AI-based recommendations ensure that they focus on the right leads and activities. The Meeting Assistant eliminates the need for tedious documentation.
(Available: Sales Hub - from Pro license - Live)
What's new for your support team:
Help Desk Workspace: Rethinking support
What can you expect? The Help Desk Workspace provides support teams with the necessary overview and efficiency:
- Genuine omnichannel ticketing: all customer inquiries from email, chat, WhatsApp, Facebook and other channels are managed in a standardized way.
- Time-saving AI summaries shorten long conversations to the essentials. Integrated Copilot & Breeze functions provide quick reply suggestions and professional wording at the touch of a button.
- Comprehensive performance tracking enables transparency regarding ticket history, response times and resolution quality.
Your benefit: Support teams are under enormous pressure: they are expected to respond faster, serve more channels and at the same time communicate in a more personal and solution-oriented manner. They often have to switch between different tools for different communication channels, which leads to inefficiency and frustration.
What does this mean for your support team? The Help Desk Workspace changes the way your support staff work. Instead of switching between different systems, they have all customer queries in one place - regardless of the communication channel. Thanks to AI support, they can identify the core of the problem more quickly and provide more precise answers.
(Available: Service Hub - from Pro license - Live)
Customer Success Workspace: Proactive customer care
What can you expect? The Customer Success Workspace is the new digital home for all Customer Success Managers (CSM):
- Comprehensive health score monitoring shows the status of customers at a glance.
- Automatic warnings are triggered when health scores deteriorate, enabling early intervention.
- Flexibly customizable metrics allow you to integrate your own events, KPIs or feedback into the evaluation.
- Intuitive portfolio overview shows all customers, scores and developments in one central location.
- Full CRM integration means no need to switch tools - all relevant information is directly accessible.
Your benefit: Customer Success is one of the fastest growing functions in B2B companies - especially for subscription-based business models. Despite this, many CRM systems have so far lacked a separate workspace for CSM. They often had to work with tools designed for sales or support or switch to separate specialist solutions.
What does this mean for your CS team? Success Workspace enables your account managers to work proactively rather than reactively. By identifying churn risks early, they can intervene before it's too late. Thanks to the flexible customizability of Health Scores, you can track exactly the metrics that are relevant to your specific business model.
(Available: Service Hub - from Pro License - Beta)
What do these changes mean for you?
The new features of the HubSpot Spring Spotlight 2025 impressively demonstrate where modern marketing, sales and customer service are heading: more automation, greater personalization and intelligent support from AI.
Many of the new tools - such as the Journey Builder, Breeze Agents or the Sales Workspace - help you to make your existing processes faster, smarter and more data-based.
This allows you to target campaigns more effectively, generate more leads, make customer support more efficient or simply collaborate better - all directly on your HubSpot platform.
How can you proceed?
- Check which of the new functions are already available in your hub (e.g. depending on the license level).
- Not all at once: plan targeted pilot projects
- Exchange ideas internally: Which departments will particularly benefit from these innovations and where do you want to prioritize?
We are happy to support you in making the best possible use of the new possibilities in your HubSpot setup - be it strategically, technically or operationally.
