As a HubSpot Diamond Partner, we’ve seen HubSpot get some significant upgrades over the years and INBOUND 2025 was no exception. This was our first time hosting a booth, and we enjoyed talking shop at our Programmatic Bakery where so many attendees (maybe even you!) created a cookie selfie.
In fact, we “baked up” just as many — if not more! — cookie selfies as HubSpot released updates. Our co-sponsored booth with StackAdapt was the spot to be if you wanted to learn about running digital advertising campaigns that convert.
Why cookies? Kuno and StackAdapt participated in HubSpot’s PGA program this year and our partnership became the perfect pair — like milk and cookies — so we knew we had to cook up something special for INBOUND.
We developed a custom app, the Cookie Selfie Generator, and integrated it with HubSpot. Attendees took a selfie and AI transformed them into the cookie of their choice, which naturally revealed something about their marketing style. Chocolate chip lover? You’re the classic strategist. Sugar cookie? The creative optimizer. Then, we printed out a half-dozen stickers as a keepsake. Our ovens were running on overdrive!
But aside from dances with the Biscuit Monster, we were eager to learn about HubSpot’s newest releases. The big theme this year was “unified,” and we saw lots of new ways HubSpot is making that happen for teams and data. Here are our top takeaways that you need to know about.
As always, reach out if you need help implementing the latest from HubSpot.
New HubSpot Features To Check Out
Breeze AI Is Ready for Its Closeup
AI agents in HubSpot just got a major upgrade. One of our clients even remarked: “Last year Breeze AI was a toddler and this year it’s more like a doctoral candidate.” Breeze has two parts:
- Assistants which now remember and get better at helping you do things like prepare for sales calls based on past interactions, and
- Agents that work as digital team members 24/7 when you’re off the clock.
Breeze Studio is where the magic happens. It’s the platform where you manage and customize your AI Agents and Custom Assistants to work for your business. Examples include:
- Marketing Agent: Generate on-brand content using your messaging guidelines
- Data Agent: Run research online and save always-updated data into the CRM
- Prospecting Agent: Puts your outreach on autopilot
- Sales Agent: Qualify and route leads based on your specific criteria
- Service Agent: Handle support requests using your knowledge base and processes
HubSpot shared that their own Customer Agent can reduce support ticket volumes by 50%+ while improving visitor conversion rates. Imagine 24/7 coverage that actually understands your business and handles support inquiries across chat, email, WhatsApp, Facebook and voice channels. Breeze Agents and Assistants can help you scale customer satisfaction without scaling headcount.
Find it in HubSpot: Navigate to Breeze > Breeze Studio (Beta)
Data Hub (formerly Operations Hub) Adds Automation
Another one of our clients at IN25 was excited about the newly-renamed Data Hub. It’s an AI-powered tool that connects spreadsheets, apps and data warehouses, creating unified datasets in a familiar spreadsheet format. Marketing teams no longer have to waste 6+ hours a week on manual exports/imports and data cleaning. It’s all done for you.
We’re seeing two use cases for this:
- Spreadsheet Connections: Seamlessly integrate with Google Sheets or Excel, with automatic updates that feed enriched data directly into Smart CRM, reports, lists and workflows.
- Data Warehouse Integration: Link cloud-based warehouses such as Snowflake with HubSpot CRM data, enabling activation in precise audience segments and personalized campaigns.
Available for Data Hub Pro & Enterprise users
A Standalone Smart CRM
HubSpot’s Smart CRM is now available as a standalone product, instead of bundled, for Professional and Enterprise plans. But what makes it smarter?
Upgrades include self-generating data that happens in the background to reduce manual data entry and surface unused conversation data, a new Project Object to manage projects directly in HubSpot, as well as automated analysis that suggests the next right action for your team.
HubSpot reports that one manufacturing client reduced their sales team’s data entry time by 60%, which translates to 2.4 more hours per week focused on actual selling activities.
We like the new Flexible CRM Views that will help your team act on your data faster. Instead of forcing you to dig through the traditional table-based view, this update allows the same customer data to be displayed as tables, charts or custom visualizations that fit the way each department actually works.
- For sales, that means intuitive pipeline flows that make stalled deals immediately visible.
- For marketing, it’s funnel charts that pinpoint where prospects are dropping off.
- Service teams gain dashboards that forecast support spikes, and
- Leadership benefits from executive-level insights tied directly to growth metrics.
Find it in HubSpot: Navigate to CRM (included with any hub subscription and available as standalone)
Marketing Studio: Campaign Assets Created in Minutes
Small marketing teams take note: Marketing Studio allows you to use AI to plan, design and launch your entire campaign directly in HubSpot.
Whether you clone an existing campaign or start from scratch, you’ll start with a prompt about your audience and goals to generate a campaign brief and all assets like landing pages, social media posts, blogs, emails and more. Different views, like a digital whiteboard and calendar, let you collaborate and assign due dates to keep your team on track.
Find it in HubSpot: Navigate to Marketing > Marketing Studio (Beta)
AI-Powered HubSpot CPQ
HubSpot reports that 86% of B2B deals stall at some point, so they launched their new AI-powered CPQ (part of Commerce Hub) to take the complexity out of quoting. This means your sales team will spend less time on paperwork and more time closing business. Now your CPQ, billing and payments are all on one unified platform.
CPQ lets you:
- Generate professional, accurate quotes in minutes with AI-assisted workflows
- Accelerate sales velocity by streamlining the entire quoting process
- Eliminate data silos by integrating revenue data with HubSpot’s Smart
- Provide buyers with a streamlined, self-service quote experience
Find it in HubSpot: Included in Commerce Hub. Navigate to a deal and add a quote to get started.
3 Hot Trends at INBOUND 2025
Build Trust, Don’t Chase Clicks
Great marketing has always been about connecting with people and helping them solve their biggest problems. But getting someone to visit your website in 2025? Some marketers are calling it the “traffic apocalypse” because old content strategies just aren’t yielding the same results.
Perhaps you’ve already seen the downshift in search traffic to your website. That’s because 60% of searches now end up in zero clicks, thanks to AI Overviews. Even HubSpot CEO Yamini Rangan revealed that their marketing strategies have shifted in the last year to become more personal — think employees posting on LinkedIn and hyper-targeted email personalization using AI prompts.
Instead of chasing the click, it’s time to embrace AI so you can more readily diversify across channels and build trust wherever your customer lives.
AEO: The New SEO?
Before you abandon SEO strategy, hear us out. While Answer Engine Optimization (AEO) also called AIO (AI Optimization) was the talk of the show, you also need SEO to reinforce a strong omnichannel marketing strategy that gets you discovered and cited by LLMs.
Our SEO and Brand Experience departments are already ahead of the game, developing Custom ChatGPT apps for clients and implementing content strategies that get you noticed in AI Overviews and cited within LLMs like Perplexity, ChatGPT, Gemini and more. We’ve been tracking AI Overview mentions before HubSpot even added the metric to their dashboard. But thank goodness they did, because AEO is a metric you need to continue to compete!
Find it in HubSpot: Reports > Marketing > Web traffic analysis > Sources > AI Referrals
The Loop — HubSpot’s New AI Playbook
We’re all familiar with the original Inbound formula: Attract, Engage and Delight. It just got an upgrade with Loop Marketing, HubSpot’s recommended four-stage approach which considers AI and human authenticity to drive marketing results. The new buzzwords to watch are: Express, Tailor, Amplify and Evolve.
How Kuno Can Help
We had many conversations in San Francisco with marketing professionals who struggle with finding an agency that’s an agile, responsive extension of your team, yet also able to deliver high-quality strategies and done-for-you content campaigns you can feel good about launching.
We don’t mean to brag, but that’s our secret sauce.
Here’s what Alyssa Rodriguez, Digital Marketing Manager at AAON, had to say about working with us.
