Latest innovations help SMBs take advantage of AI efficiency across marketing, sales, and customer support

NEW YORK: Business is moving at warp speed, and go-to-market teams are struggling to keep up. Marketing tactics that worked last year are now obsolete. Sales playbooks that used to be reliable are outdated. Customer service expectations have skyrocketed beyond what most teams can handle.

AI is driving these shifts, and while it has the promise to be transformative, SMBs are overwhelmed with the onslaught of AI tools and updates. Three out of four leaders admit that they feel like they’re falling behind on AI.*

“SMBs don't need more AI hype—they need technology that helps,” said Andy Pitre, EVP of Product at HubSpot. “The products we’re launching in our Spring 2025 Spotlight are helping teams move fast on AI and solve their go-to-market challenges. We've embedded AI throughout our entire platform so businesses of any size can start seeing value immediately, without massive teams or budgets.”

The Spring 2025 Spotlight includes over 200 features. Our biggest launches include:

• New and improved Breeze Agents that help every go-to-market team scale:
  • The all-new Knowledge Base Agent helps customers enhance and expand their support resources in real time based on incoming tickets. An example of multi-agent orchestration, the Knowledge Base Agent works with the Customer Agent to fill knowledge gaps and help more customers self-serve.
  • Customer Agent is an extension of support teams, automatically resolving customer queries 24/7. HubSpot customers are using Customer Agent to resolve over 50% of support tickets, and spend nearly 40% less time closing tickets.** The enhanced agent now identifies knowledge gaps and works with the new Knowledge Base Agent to fill them; gives personalized answers (like order status and password resets); learns from unstructured data like PDFs, Knowledge Base articles, and up to 1,000 pages of your website to unlock faster training; and works across new channels: WhatsApp, Facebook Messenger, and email.
  • Prospecting Agent researches target accounts, personalizes outreach, and can even engage prospects, helping sales teams build pipeline faster. The enhanced agent now uses selling profiles to customize approaches for different products, personas, and markets; completes automated research when you select target accounts; pulls from past interactions stored in HubSpot, plus external sources like company websites, blog posts, and news publications, and delivers buyer committee insights; and can be accessed from more HubSpot surfaces including the Sales Workspace, Prospecting Agent app, and the new Target Accounts app.
  • Content Agent helps marketers create and scale content across channels, from blogs to podcasts to case studies. The enhanced agent now uses uploaded reference files for blog posts and landing pages; suggests better blog topics based on top-performing content and target audience; automates pre-publish tasks like writing meta descriptions, creating confirmation emails on form submissions, and adding internal links.

• New and improved features for Marketing Hub Enterprise that help advanced marketing teams find leads, convert prospects, and reduce complexity:
  • Lookalike Lists help marketers find ideal customers based on the ones they already have. Breeze analyzes prospects in the Smart CRM and creates a list of soon-to-be customers.
  • Journey Automation helps marketers create personalized customer experiences with an easy-to-use Journey Builder. Plus, real-time insights available directly in the journey give an at-a-glance understanding of what’s working.
  • Multi-Account Management helps businesses manage multiple accounts from a single HubSpot organization to unlock faster growth through copied assets, mirrored customer data, and centralized management.

• Three new AI-powered Workspaces that bring together everything teams need to get context, prioritize for impact, and take action:
  • Sales Workspace is an all-in-one home where sales reps can gather context, prioritize prospects, and take action to build pipeline and close deals.
  • Customer Success Workspace is where customer success managers can view schedules, tasks, and books of business to nurture customers and easily spot problems before they happen.
  • Help Desk Workspace lets support reps view open tickets, triage customer requests, and resolve issues to keep customers happy—all in one place.

Visit the Spring 2025 Spotlight here.

*Three-quarters of tech leaders suffering from GenAI FOMO
**HubSpot customer data for those who use Customer Agent vs those who do not

Fonte: Business Wire