HubSpot came to INBOUND 25 with a clear mission: make marketing more intelligent, more personalized, and less fragmented. The updates to Marketing Hub put audience segmentation, personalization, campaign building, and email execution under one AI-powered roof.
Here’s what marketers need to know:
Available for all Marketing Hub tiers
“Lists” are officially rebranded as Segments, and this is more than a name change. Segments are now the unified hub for audience targeting and personalization, powered by AI.
What you can do with Segments:
Build precise groups with intuitive tools and AI recommendations
Discover new, high-potential audiences you might be missing
Personalize CTAs, website pages, and content in real time
Centralize your targeting and personalization efforts in one place
Do you want to identify a segment of visitors who’ve returned three times in the past 60 days but haven’t purchased? Segments can instantly trigger a personalized landing page and CTA designed to bring them over the finish line.
Available for Professional+
The new Personalization app will provide a dedicated hub to manage, optimize, and scale personalized web experiences.
Key capabilities include:
Personalization Home: A single dashboard for all personalized web content
Personalization Agent: AI recommendations on which segments respond best, plus automated creation of tailored websites and CTAs
Content Variants: Create and manage multiple targeted versions of landing pages or CTAs from one central place. For example, your homepage CTA can now look different for a first-time visitor vs. a returning lead, without duplicating content or juggling multiple dashboards.
Available for Professional+
Marketing Studio is an all-in-one, drag-and-drop canvas that makes campaign planning truly unified. Instead of hopping between tools, everything lives in one collaborative workspace.
What makes it powerful:
Consolidates fragmented tools into a single workspace
Embedded AI suggests strategies, drafts content, and optimizes schedules
Guided workflows help you choose the right tools at the right time
Collaborative canvas keeps teams aligned and reduces context-switching
A marketing team can launch an email + social + landing page campaign in one view. AI can even recommend times, draft copy, and streamlines workflows, so execution is faster and smarter.
Available for Professional+
HubSpot is raising the bar on email marketing with its AI-powered email engine, designed to make every send smarter and more personalized.
Capabilities include:
AI Email Creation: Generate complete branded drafts with a simple prompt
Dynamic Personalization: Tailor content for every recipient using CRM data
Engagement & Send Time Optimization: Predict when and who is most likely to engage
Insights on Autopilot: Real-time summaries, anomaly detection, and instant recommendations
At the end of the day, marketing is still the engine that drives your business forward. But in a world where customer expectations are higher and speed matters more than ever, you need tools that do far more than keep up; they need to scale smartly, amplify impact, and keep every part of your go-to-market team aligned.
That’s exactly what HubSpot’s Marketing Hub updates are built to deliver. We’re tracking every announcement from INBOUND 25 right here, so you don’t miss a thing.
And if you’re wondering how to bring these changes into your own HubSpot platform, our team is here to walk with you every step of the way.