HubSpot’s Latest Updates: Smarter Sales, Actionable AI, and Customizable CRM Control

Bring Precision to Sales: Score Deals and Companies in One Tool

>>This feature is available on Professional and Enterprise tiers for Customer Platform and Sales Hub customers.

Sales teams now have full control over how deals and companies are scored. With the Lead Scoring tool, you can create custom rules to build a unified, flexible scoring model across your GTM teams.

Why focus here? Knowing which deals and accounts to prioritize is key to closing faster. Automated scoring works well, but manual control lets teams reflect unique business realities and adapt as strategies evolve.

Why Does It Matter?

This update helps create:

• Custom sales priorities – Score deals based on the criteria that matter to your business
• Cross-team alignment – Marketing and Sales can use the same scoring platform and logic
• Future-ready setup – Legacy manual scoring properties are being sunset August 31, 2025
  
  

How Does It Work?

1. Go to Marketing > Lead Scoring in the Global Navigation Bar.
2. Click Create score, then select Deals.
3. Build your score using event groups (like Ads, Calls) or property groups (like Deal or Company).
4. Filter which deals to include or exclude.
5. Use the Settings tab to edit labels and score thresholds.
6. Name your score, review it, and click Turn on.

You can also use this same tool to score companies—either with a combined score or using fit and engagement as separate dimensions.

Note: You can also score contacts and companies with a combined score similar to deals, or with the fit and engagement criteria as separate scores.

Bring Customer Agent Beyond Conversation into Real Action

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>>This feature is available on Pro and Enterprise tiers for Service Hub.

Customer Agent now goes beyond answering questions and can now perform real tasks in your business systems. Using API calls, it can handle actions like password resets or order lookups, helping customers faster and freeing your support team for higher-impact issues.

Why focus here? Over half of customer support requests involve simple actions that used to require a human rep. This update allows Customer Agent to complete those tasks automatically, reducing handoffs and accelerating resolutions.

What's New?

Customer Agent can now move from conversation to action with:

• Connected support – Call your internal APIs to fetch data or perform tasks like account lookups or password resets
• Faster resolution – Automate high-volume, low-effort queries without passing them to a rep
• Smarter guidance – Trigger actions based on conversation context and predefined phrases
  
  

How Does It Work?

Example: Need to let customers check their order status on their own?

Create an action that looks up the customer’s email, calls your order management API, and returns the latest shipping details—all without involving a rep. Trigger it with phrases like “Where’s my order?” or “Track my shipment.”

To create an action:

1. Navigate to Breeze > Customer Agent > Actions.
2. Click Create action.
3. In the Describe the action step, name it, describe it, and set up to 5 trigger phrases.
4. Define what inputs the agent needs from the customer.
5. Configure the API the agent will call.
6. Set response instructions to guide how the AI replies.
7. Use the Preview tab to test and fine-tune.
8. Click Publish — your Customer Agent is now action-ready.

Note: Admins will need access to your business's API documentation to complete setup configuration.

Take Control of Activity Logging Across More Objects With One Unified Model

>>This feature is available on all tiers for all hubs.

Activity logging just got more flexible. You can set the same default rules for Listings, Courses, Appointments, and Services, helping you maintain clean data and cut down on manual logging across your CRM.

Why focus here? Clean, consistent data powers smoother onboarding and smarter decision-making. Until now, custom activity logging logic was limited to a few objects. This update lets your entire CRM operate under one unified model.

Why Does It Matter?

This update helps create:

• Complete visibility – Activities are logged where they belong, reducing manual entry and context-switching
• Scalable governance – Admins can apply consistent logging rules across more object types
• Better decision-making – Clean data means more reliable insights for every team
  
  

How Does It Work?

1. Click the settings icon in the main navigation bar.
2. Navigate to Data Management > Objects > Activities > Associations.
3. Select the object where the activity is originally logged (e.g., Contact).
4. Choose the activity type you want to configure. 
5. Under "Log activity to", choose default logic for associated objects like Listings or Courses.
6. Save your changes.

These new configurations ensure every activity is logged exactly where your team needs it—automatically.

Note: This option only appears if your Hub includes the extended CRM objects (Listings, Courses, Appointments, or Services) in its configuration.

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