HubSpot never stops innovating, but at the heart of every update is one thing: the CRM experience.
At INBOUND 25, HubSpot unveiled a wave of Smart CRM features that don’t just refine how you work but redefine what a modern CRM can be. The best part is that Smart CRM is available all on its own, including company and contact enrichment, so anyone can use HubSpot as their data foundation to power a hybrid team.
From unifying data in ways we’ve only imagined to delivering insights right when you need them, these updates promise to transform the way you and your teams use HubSpot every single day.
Account Level: Free+
Are you tired of endless rows of identical-looking tables? Well, now, that's history.
Flexible CRM Views lets teams see the same customer data in multiple formats—charts, boards, timelines—so patterns practically leap off the screen.
Switch perspectives instantly: From pipeline momentum to campaign performance
Role-specific visualizations: Sales, marketing, and service each get the lens they need
Spot trends without digging: Insights appear where they matter
Whether you're a sales manager looking to instantly spot a bottleneck in a pipeline timeline, or a marketer tracking conversions across campaigns, you can now leverage the same data from completely different angles—each view is crystal clear.
Account Level: Professional+
Gone are the days when your CRM only knows what you tell it. Self-Generating CRM Data learns from HubSpot’s dataset, smart properties, and every logged call or email. It keeps your records fresh, and even finds insights specific to your industry.
Conversational enrichment from emails, calls, and meetings
Smart properties updated automatically from external sources
Real-time context across contacts and companies
Industry-tailored insights so nothing slips through the cracks
After a prospect call, a sales rep can see updated info like sentiment shifts, notes, and contextual cues, all without touching a spreadsheet. Personalized follow-ups? They're already in motion.
Account Level: Professional+
Manual data review? So last decade. Smart Insights proactively flags what matters and recommends next steps—right in your CRM. Think of it as a co-pilot that never sleeps.
AI Catch Up Cards (Professional+): Highlights sentiment changes and missing data
Smart Digest Notifications (Starter+): Instant alerts when trends shift
Column Insights (Starter+): Explain data patterns with a simple right-click
Account Level: Free+
Finally, project management that lives inside your CRM. The Projects Object links tasks, milestones, and automation directly to contacts, deals, tickets, and companies. No silos. No switching apps.
Associate projects with everything: contacts, companies, deals, tickets
Automate workflows based on project status
Integrated reporting with all HubSpot data
Works with Teams and Zoom, and soon Asana and Jira
A potential use case: marketing links a product launch project to campaigns and deals, automatically triggering follow-ups and milestone alerts. Everything happens inside HubSpot. One hub. Total control.
We’ll be keeping our website updated as more INBOUND 25 announcements roll out, so think of it as your one-stop recap hub. If you’re excited about these Smart CRM updates but wondering how they’ll fit into your own HubSpot setup, don’t sweat it; that’s exactly what our team is here for.
Reach out anytime, and we’ll help you make the transition smooth, strategic, and tailored to your business.