Smarter Together: The INBOUND25 Vision
HubSpot’s INBOUND25 isn’t just about new tools, it’s about a new marketing rhythm. HubSpot calls it Loop Marketing; we call it always-on growth. Here’s how the latest updates empower your team at every loop.
HubSpot’s INBOUND25 marks a defining moment in the evolution of inbound marketing. Beyond shiny product updates, this year’s theme centres around unification, of data, teams, and intelligence. It’s about how businesses can finally move from disconnected tools to connected growth.
At Lupo Digital, we call this shift Human-led, AI-driven, where AI becomes the silent strategist behind your customer intelligence, and humans become the creative, empathetic force that turns insight into action.
“HubSpot’s 2025 releases aren’t just upgrades, they’re an entirely new rhythm for business growth.” (Glenn Miller)
What is HubSpot’s INBOUND Conference?
HubSpot’s INBOUND is HubSpot's annual conference where business, marketing, and sales leaders connect and network with a diverse and inclusive community in San Francisco
What’s New in HubSpot’s 2025 Ecosystem
To help every team quickly identify how these updates impact them, here’s how INBOUND25 innovations matter by role:
For Marketing Leaders
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Gain faster go-to-market execution through Marketing Studio and Breeze AI.
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Enhance targeting precision with AEO insights and unified customer data.
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Build brand authenticity via the Loop’s Express and Amplify phases.
For Sales Teams
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Leverage Smart CRM’s real-time insights for more informed outreach.
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Use AI-powered recommendations to prioritise high-intent leads.
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Integrate marketing data seamlessly into sales enablement workflows.
For Service Managers
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Automate routine responses with Breeze AI while maintaining tone consistency.
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Centralise support analytics in Data Hub for continuous service improvement.
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Empower agents with unified context across marketing, sales, and support.
Let's explore each...
With Breeze AI, Data Studio, and Smart CRM evolving rapidly, HubSpot is signalling its role as more than a platform, it’s becoming the operating system for growth.
For businesses, this means less time patching tools together and more time converting insight into action.
Breeze AI: From Conversations to Conversions
Breeze AI helps marketing and sales teams save time and capture more qualified leads with less manual effort. Meet Breeze, HubSpot’s 24/7 Customer Agent that doesn’t just respond — it qualifies, guides, and converts.
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Handles live chat, WhatsApp, and email with brand consistency.
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Scores leads intelligently based on budget, authority, and intent.
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Feeds rich context directly back into your CRM.
Business-Aware AI That Actually Understands Your Company now in Public beta launches for Breeze Studio
Breeze Studio + Marketplace
Breeze Studio allows you to design and customise AI agents to match your brand voice and processes. It’s where automation becomes truly personalised intelligence.
The new Breeze Studio lets you design, test, and refine how your AI agents operate. Paired with the Breeze Marketplace, you can deploy pre-built assistants (from a Closing Agent to a Blog Researcher) or build your own.
With the right data strategy, these aren’t gimmicks they’re accelerators.
Breeze Studio is a platform for managing and customising AI Agents and Custom Assistants, purpose-built around your company’s real data, processes, and standards.
Generic AI gives you a head start. Business-tailored AI takes you to the finish line, producing content, insights, and workflows that reflect your brand voice, business logic, and customer experience standards.
Three agent categories:
- Marketing Agent Teams:Generate on-brand content using your approved messaging and creative guidelines.
- Sales Agent Teams: Qualify and route leads based on your specific criteria and pipeline definitions.
- Service Agent Teams: Handle support requests using your business knowledge base, FAQs, and processes.
Lupo Digital are currently building and installing these Agents with customer and our most successful application for example is Customer Agent.
Customer Agent
HubSpot’s Breeze Customer Agent is now a 24/7 concierge that doesn’t just respond, but qualifies, guides, and converts. Imagine a digital team member who:
- Handles voice, chat, email and WhatsApp with brand-consistent messaging
- Qualifies leads based on budget, authority, and intent
- Escalates complex cases with the right context for humans to step in
- Feeds every interaction back into the CRM automatically
This shift moves AI from “helpful” to revenue-driving.
Book a demo with Lupo to explore these features
Learn how to leverage these features to take full control and enhance your HubSpot Experience.
Strategic implementation
Breeze Studio thrives on context. The key is feeding your AI agents with the right business data, industry knowledge, buyer personas, competitive positioning, and workflow logic, so they act like genuine members of your team.
Data Studio: Data Without the Headaches
Data has always been the lifeblood of growth, but until now, cleaning and connecting it has been a full-time job.
Data Studio changes that. It’s a spreadsheet-like interface that:- Pulls data directly from Google Sheets, warehouses, and external apps
- Auto-cleans duplicates and fills gaps with AI enrichment
- Activates datasets instantly across segmentation, automation, and reporting
Think of it as giving your AI agents the fuel they need to perform at their best.
Smart CRM: Context at Scale
The Smart CRM continues to evolve from a static record system into an AI-first decision engine.
New features include:
- Flexible Views: Switch from tables to funnels, boards or charts depending on role
- Self-Generating CRM Data - Records: AI updates CRM data from conversations and interactions
- Smart Insights: AI surfaces recommendations, catch-up cards, and sentiment analysis
For the first time, businesses can even buy Smart CRM standalone, with features tailored for growth at both Professional and Enterprise levels.
Book a demo with Lupo to explore these features
Learn how to leverage these features to take full control and enhance your HubSpot Experience.
Flexible CRM Views: Data Clarity, Your Way
In Action
Imagine your customer success team spotting rising sentiment shifts in support notes while sales tracks hot leads by conversion stage, all from the same shared record. Flexible CRM Views turn scattered data into shared intelligence.
HubSpot’s new Flexible CRM Views lets every team view, sort, and visualise data how it makes sense for their workflow. Whether that’s a table of leads, a chart of pipeline progress, or a custom view of account health—these flexible layouts turn complex data into clarity, fast.
Teams can toggle between tables, boards, charts, or custom dashboards, all powered by the same CRM record. Behind the scenes, HubSpot automatically syncs data across systems, ensuring everyone’s working from the same live source of truth
Data Hub (formerly Operations Hub)
The Foundation of Unified Intelligence
Data Hub gives every team confidence in their insights by unifying data from all systems into a single, trusted source of truth.
Massive announcement > Operations Hub renamed: Data Hub
Formerly the Operations Hub, the new Data Hub connects your systems, data, and AI pipelines. It’s the backbone of the entire HubSpot ecosystem.
Behind every intelligent system lies an architecture. Enter Data Hub, HubSpot’s newly announced connective tissue, the backbone that powers all AI, reporting, automation, and Loop frameworks, formerly labelled: Operations Hub.
Why it matters: In short: clean data = confident decisions.
Data Hub isn’t just “another layer.” It’s the thing that ensures Breeze AI, Loop Marketing, and Smart CRM aren’t isolated silos — they’re parts of a unified system. With Data Hub:
- AI agents don’t guess — they operate on authoritative, up-to-date data
- Marketers can trust that segmentation and personalisation are built on clean, accurate profiles
- Reporting and attribution become seamless (no more chasing disconnected data)
What Data Hub Brings
- Centralised Data Modelling: A unified data schema that ensures consistency across marketing, sales, service, operations, and AI
- Real-Time Data Sync: Faster, two-way syncs between external systems (e.g. product data, financial systems) and HubSpot
- Advanced Privacy Controls & Governance: Granular access, audit trails, data lineage — built to meet compliance and maintain trust
- Segments and personalisation - powerful features for audience targeting and dynamic, AI-driven segmentation that grows with your business
- Plug-and-Play Connectors: Native connectors to your data warehouse, external APIs, and third-party systems
The Loop Marketing Framework: Always-On Growth
Loop Marketing: The evolution of Inbound Marketing with AI by Your Side
What Is Loop Marketing?
One of the most exciting additions this fall is HubSpot’s latest framework representing Loop Marketing, a new way to grow business, powered by humans and AI, working together to express their messaging, tailored to the right audience, amplified across channels, and evolved in real time:
How does Loop Marketing Work ?
HubSpot’s new Loop Marketing Framework replaces the traditional campaign cycle with a continuous, intelligent growth loop, where every action feeds the next.
The Loop comprises four stages:
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Express – Define your voice, tone, and unique POV.
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Tailor – Make every message personal and contextual.
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Amplify – Spread across channels where your audience actually is.
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Evolve – Learn fast, optimise faster.
Marketing is no longer a linear 'campaign → measurement → learning' sequence, but rather an ever-running loop that:
- Captures new signals and interaction data
- Analyses outcomes with AI
- Optimises strategies automatically
- Executes next actions intelligently
Core Capabilities
- Auto-Adjusting Journeys: Campaign flows that adjust paths based on real-time performance
- Predictive Nudges: AI suggests next-best actions to nurture or cross-sell
- Performance Feedback Loops: Every open, click, conversion or churn event becomes input for the next loop
- Experimentation at Scale: You can A/B test not just emails, but entire loop variants — sequence structure, channel mix, triggers, etc.
Use Cases
- A lead comes in → Loop Marketing tests best nurturing mix (email, SMS, ad retargeting) → based on response, shifts channels automatically
- A student browses a course but doesn’t enrol → loop triggers personalised offers, nudges, follow-ups, then uses outcome to refine future triggers
Loop Marketing transforms marketing from “one-and-done campaigns” to a continuous, adaptive growth engine.
At Lupo Digital, we help clients operationalise this loop, aligning HubSpot tools and AI systems with their growth strategy.
Here’s how each HubSpot product aligns to the Loop Marketing framework to drive real business outcomes:
The Loop still remains true to the principles that made Inbound work; educating customers, creating value, and building relationships. Lupo Digital are helping businesses get on HubSpot or realise more from their HubSpot License with AI.
| Loop Stage | HubSpot Product | Client Benefit |
|---|---|---|
| Express | Breeze Studio + Data Hub | Clarity of brand voice and unified data context |
| Tailor | Smart CRM + Personalisation Agents | 1:1 contextual experiences that build trust |
| Amplify | Marketing Studio + AEO Strategy | Smarter, AI-optimised reach and engagement |
| Evolve | Smart Digest + Data Studio | Real-time learning loops for sustained growth |
Book a demo with Lupo to explore these features
Learn how to leverage these features to take full control and enhance your HubSpot Experience.
Marketing Gets Personal (and Predictive)
Inbound25 saw release of some tools in beta testing now live for example Email and campaign management are finally live and getting smarter:
- AI drafts branded
- Personalised campaigns in seconds
- Predictive optimisation chooses send-times for each contact
- Segmentation (formerly “Lists”) is now unified under Segments, with AI-driven recommendations
One tool not quite live just yet us the new Marketing Studio Beta offering a drag-and-drop canvas for campaign planning with embedded AI strategy suggestions, turning what used to be manual planning into guided execution.
Marketing Studio:
AI-Powered Campaign Builder
Marketing Studio empowers teams to go from idea to impact in minutes — making campaign creation faster, smarter, and more intuitive.
Marketing Studio turns campaign planning into intelligent orchestration. With a drag-and-drop AI canvas, teams can now plan, create, and optimise in one workspace.
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Draft campaigns in seconds.
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Auto-optimise send times and channel mix.
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Use predictive recommendations to improve outcomes.
It’s like moving from manual marketing to marketing with intuition.
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To explore these tools you need to opt into Marketing Studio Beta
AI-Powered Email
From Generic blast to intelligent conversions
AI Email Campaigns: Smarter, Faster, More Personal
Create complete, branded email campaigns from simple prompts — with AI personalisation powered by your unified CRM data.
Key capabilities
- AI Email Creation: Instantly generate branded email drafts with content and design.
- Dynamic AI Personalisation: Deliver unique content for every recipient using CRM data — no coding required.
- Engagement Optimisation: AI predicts who will engage and recommends optimal send times.
- Template Import: Convert existing email designs from any platform in under 60 seconds.
Client feedback
Teams report a 25 % reduction in email creation time while achieving higher engagement rates through intelligent personalisation.
Available in: Marketing Hub Pro+ (most features), with selected capabilities available at Starter+.
Book a FREE Strategy Session with Lupo Digital
Lock in a call to explore which updates will have the biggest impact on your business
SEO Strategy evolving to AEO Strategy
What is AEO?
AEO is AI Engine Optimisation is how you increase your companies visibility in the answers AI delivers. Some people think of this based only on generative AI responses but it includes traditional and current AI responses, embed in Search Engines we know today.
AEO Strategy helps you build durable authority in an AI-first search world, across all AI public have access to, and ensuring your brand isn’t just found, but trusted and cited.
Imagine knowing exactly which topics AI engines already associate with your brand, and which they don’t. AEO Strategy closes that gap by aligning your content with how large language models understand, surface, and recommend information today.
HubSpot’s AI Engine Optimisation (AEO) Strategy reveals how your brand performs across AI-driven search and conversational discovery, then gives you the roadmap to improve it.
It automatically scores your content’s AI search readiness, shows what’s missing, and recommends what to create next. Think of it as SEO reimagined for AI and LLM-powered assistants.
Traditional search is shifting fast: with over 60 % of searches now ending in zero clicks, visibility inside AI results is the new frontier. AEO Strategy helps your brand get cited, referenced, and recognised by AI systems, turning your content into authoritative, retrievable knowledge.
How It Works
- Analyse and group content by topic: AEO scans your existing assets, blogs, pages, and media, to identify themes and coverage gaps.
- Score AI readiness: Each piece gets an AI discoverability score based on clarity, structure, and relevance.
- Get actionable recommendations: See exactly how to strengthen content for retrieval, chunking, and question-answer performance.
- Monitor sentiment and competition: Track your brand’s authority and positioning across AI platforms and evolving knowledge graphs.
- Boost lead quality: AI-driven search brings higher-intent prospects who are ready to act.
- Maximise content ROI: Refresh underperforming assets to make them discoverable in AI search results.
- Plan strategically: Follow AEO best practices for retrieval and optimisation to build long-term topical authority.
- Stay competitive: Continuously benchmark your performance against key competitors in AI-search visibility.
📅 Book a free strategy session with Lupo Digital to explore which updates will have the biggest impact on your business.
Why These Updates Matter More Than Features
It’s tempting to view Spotlights as feature releases. But the bigger truth is this:
- AI only delivers results if it’s powered by clean, unified, contextual data.
- Unstructured data = generic AI outputs.
- Unified data = AI that understands your customers deeply and drives meaningful growth.
That’s where strategy comes in. At Lupo Digital, we don’t just “switch on” tools. We architect data, processes, and AI in ways that align with your customer journey and business objectives. That’s the difference between shiny features and sustained growth.
Unified with AI.
HubSpot’s Fall 2025 Spotlight shows us a future where teams don’t just work harder, they work smarter, together.
The question isn’t whether you’ll adopt these tools. It’s how you’ll configure them to create real business outcomes.
Why These Updates Matter More Than Features
Features don’t drive growth — integration does. Here’s the truth:
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AI only delivers results with clean, contextual data.
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Unstructured data = generic AI outputs.
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Unified data = customer intelligence that drives action.
At Lupo Digital, we bridge strategy, systems, and human creativity to make these tools work for your business — not the other way around.
Book a demo with Lupo to explore these features
Learn how to leverage these features to take full control and enhance your HubSpot Experience.
Ready to Put AI and Data to Work?
What's Next?
So HubSpot introduced and announced all these awesome features and updates to a better, unified, automated and AI-led HubSpot smart CRM... but what about surrounding and connected AI, and, what about AI readiness, strategy, tools. And, how do they impact your five pillars of business operations across: people, process (and system), data, technology and policy and compliance?
This is where we step in. We’re Industry experts leading the HubSpot community by empowering world-class digital optimisation and now we’re also the industries leading Human-led, AI-driven HubSpot Partner Agency.
Human-led, AI driven: The Lupo Digital Approach
We don’t just deploy HubSpot tools, we help your team think, act, and grow with AI. Through our workshops, readiness assessments, and strategy programs, we empower you to adopt the full AI + Data stack with confidence.
Our Services:
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AI Readiness Assessment: Evaluate systems, processes, and people readiness.
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Custom Intelligence Framework: Architect unified data for smarter insights.
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Cross-Functional Data Strategy; Align teams for customer-centric execution.
What does this mean?
Introducing our new suite of AI products and services: AI strategy and consulting, AI readiness assessments, training and coaching, Ai Workshops, AI Masterclasses and AI implementation services.
We call it human-led, AI-driven because we’re helping humans leverage the right AI, the right way, for their humans to thrive and save exponential time, translating to exponential dollars saved for businesses.
Book an AI Readiness Assessment to get started
Fast track your formal AI adoption plan. Our 5 pillars framework is developed, tried
and tested and helping businesses get ahead of AI.
Why Lupo Digital Is the Strategic Partner for Your AI Journey
From Tools to Transformation
AI isn’t a plug-and-play feature, it’s a capability built on the strength of a genius, your data, people, and processes. At Lupo Digital, we help you go beyond adoption by building the data, intelligence, and strategy foundations that make AI work for your business, not just inside it.
We’ve learned that AI is only as powerful as the ecosystem it operates in. The companies seeing real transformation from HubSpot’s AI innovations, like Breeze Studio, Data Hub, and AEO Strategy, aren’t just using tools.
They’re designing connected, intelligent data systems that make every insight sharper, every process faster, and every customer experience more personal.
Our New Strategic AI Approach
Lupo Digital’s team of growth strategists, AI consultants, and HubSpot specialists combine deep platform expertise with enterprise-level data strategy. Before we help you “switch on” AI, we ensure your business is ready for it:
- AI Readiness Assessment: Audit your current systems, data quality, and team workflows to find where AI can make an immediate impact.
- Custom Intelligence Framework: Architect data governance and enrichment systems that continuously improve AI performance.
- Cross-Functional Data Strategy: Connect marketing, sales, and service data for unified, actionable insights across your entire revenue operation.
Technical Expertise That Delivers
Our HubSpot-certified consultants design advanced integrations and feedback loops that ensure your AI learns from real outcomes, not just engagement metrics. From optimising CRM performance to configuring predictive insights and automation flows, we create intelligence systems that scale with your business.
Start Your AI Transformation Here
Whether through our ChatGPT and AI Masterclass for professionals or AI Workshops and Readiness Programs for teams, we equip you to understand, plan, and implement AI the right way, ethically, intelligently, and strategically.
Start your AI journey with a partner who knows where strategy meets execution.
The Future Starts with Unified Growth
HubSpot’s INBOUND25 shows us that AI is no longer an optional add-on. It’s the nervous system of a modern growth strategy. And with the right partner, it’s accessible, actionable, and deeply human.
Book an AI Readiness Session
Written by Glenn Miller
An exceptionally experienced digital marketer, proactive and future-forward thought leader, I deliver exceptional customer experiences, industry leading digital strategy and superior marketing results.
