HubSpot Product Updates: Spring(Autumn) Spotlight taking FAST to a new level

It’s that time of year where HubSpot unveils major updates and innovations across the platform - the Spring (or Autumn for those of us in the Southern Hemisphere) Spotlight time! Unlike monthly product updates, the Spotlight focuses on the big, game-changing features designed to help your business grow better.

If you’ve been paying attention since INBOUND24, you’ll know that HubSpot has been focusing on the Easy, Fast, and Unified themes. And for the Spring Spotlight, the dial has been turned up on delivering on the promise of FAST.

Let's take a look at what's being launched for the 2025 HubSpot Spring Spotlight:

There are several amazing new updates and we’d love to chat about them all but we’re going to focus on three key areas for this article:

1. Bringing extra power to Marketing Hub Enterprise
2. Using Breeze Agents to deliver exceptional customer experiences
3. Being more efficient with Workspaces

For details on more HubSpot updates, you can check out the “What’s New” HubSpot page or take a look at the Product Update section in your portal.

Bringing extra power to Marketing Hub Enterprise

This Spotlight HubSpot has highlighted three key features in the Marketing Enterprise hub which have been designed to bring the FAST into your world:

1. Multi-Account Management

What is it: This is an exciting new addition to the Enterprise platform. This feature allows teams to collaborate faster across portals. With the Multi-Account management tool, you can:

1. Display data across accounts, giving sales reps the ability to share insights and cross-sell more effectively
2. Automatically copy assets across accounts allowing marketing teams to share collateral without duplicating work. 

Use Case: Your organisation has multiple business units or brands which have independent portals but need to work together across marketing assets and share data to facilitate cross-sell opportunities.

Why does it matter?

This feature will help teams eliminate siloes and align data management, allow your marketing team to manage asset creation more efficiently, and reduce complex account setup requirements. 



2. Journey Automation

What is it: Here at Spitfire we love a good customer journey so we are super excited about this one! This feature introduces an advanced tool for creating multi-stage customer journey workflows. It includes:

1. 1. A builder that is optimised for complex, omni-channel, multi-step journeys so you can run your journeys smoothly.
   2. Better reporting on your journey steps that will enhance your data-driven insights.

Use Case: You need to build complex automation journeys but also want to easily visualise interactions between touchpoints and campaigns, personalise experiences based on individual behaviour, and track performance in real-time. All without having to build multiple workflows.

Why does it matter?

This feature will help teams easily visualise customer journeys, allow for more personalisation and strategic timing on actions, and optimise the ability to report on customer journeys from start to finish.

3. Lookalike Lists

What is it: When looking at and using your data, nothing is better than a good list. With the updated Lookalike List feature, teams can now discover more ideal customers by analysing existing customer lists and identifying new segments within your CRM. Using Breeze, this feature analyses customer data, identifies key characteristics of successful segments, and automatically builds relevant audiences.

Use Case: You want to stop doing manual filtering and data exports and have a more efficient way of building lists that help marketing teams focus on the right contacts in your CRM to deliver an exceptional customer experience.

Why does it matter?

This feature will help teams easily generate leads from existing data, reduce manual filtering, and increase the ROI on your campaigns. 

Using Breeze Agents to deliver exceptional customer experiences

If you’ve been listening to the world, you know AI is the additional team member every business needs, and if you’ve been using HubSpot Breeze, it already knows you and your business. So HubSpot has added more context into the Breeze functionality with unstructured data available in agents.

Why do we want unstructured data in agents?

• 80% of customer insights are hidden in everyday conversations, emails, and meetings
• These valuable insights are currently sitting unused in your CRM
• You could be using this data to grow better, without more manual work!

So, what’s new?

1. Customer Agent 
   
   If you haven’t tried Customer Agent yet, you’re missing out on a fantastic tool designed to help you resolve client questions fast and effectively. With the latest updates, your Customer Agent is going to be available wherever your customer is - websites, in-app chats, emails, WhatsApp, calling or Facebook Messenger.
   
   Available with: Service Hub Professional and Enterprise
   
   
2. Knowledge Base Agent (currently in Private Beta)
   
   Partnered with the Customer Agent, the Knowledge base agent is going to make answering your clients questions easy. The Customer Agent will identify any knowledge gaps and then the Knowledge base agent will quickly draft new articles from ticket logs.
   
   Available with: Service Hub Professional and Enterprise 
   
   
3. Prospecting Agent
   
   This agent is going to put your prospecting on steroids! This agent is your newest team member who’s going to help your sales teams by researching target accounts, engaging prospects within the Smart CRM, and personalising outreach efforts. 

    Available with: Sales Hub Professional and Enterprise 

See these in action, watch this video:

Being more efficient with Workspaces

HubSpot introduced Workspaces last year and we’ve seen a lot of success using these to help teams work fast and more efficiently. With this Spring Spotlight, HubSpot has enhanced these Workspaces to make your teams even more efficient. 

So, what’s new?

1. Sales Workspace

This started off as the Prospecting Workspace and evolved over the last few months into the Sales Workspace. This is your all-in-one home for your sales team. If a sales rep only ever accesses this tool, they can do everything they need to to engage with their leads and prospects. Now HubSpot has made working in this Workspace even faster by including AI-generated summaries of insights, engagement history, recommended steps, deal risks, and company research insights.

Available with: Sales Hub Professional and Enterprise

2. Help Desk Workspace

This is an exciting new Workspace designed to help support teams manage incoming queries faster and more efficiently. This tool includes:

1. 1. Advanced SLAs - Conditional logic on SLAs (Enterprise portals)
   2. Advanced routing - Skills-based routing and capacity management (Enterprise portals)
   3. Omni-channel support - manage enquires from all channels in one space
   4. Breeze AI recommendations
   5. And more…

Available with: Service Hub Professional and Enterprise

3. Customer Success Workspace

For anyone who manages clients and is responsible for retention, this Workspace will be your best friend! From this Workspace, you can proactively manage accounts, track engagement, and leverage insights to drive retention, and long-term customer satisfaction, like a customer health score. With this Spotlight, HubSpot has improved Health Scores and redesigned the overall experience. 

Take a look at this video for more:

For more details and the full Spotlight announcement, click on the button below.