Skip to content

HubSpot Outlook – July 2025

By Tobias Pasma

HubSpot Outlook – July 2025

This month's HubSpot Outlook highlights the most recent platform updates, key acquisitions, and AI developments from a B2B perspective. You'll also find forward-looking insights ahead of INBOUND 2025 and a summary of key insights from the State of consumer trends report by McKinsey.

Prefer to watch instead?

 

Deep HubSpot data queries. Now in ChatGPT

HubSpot rolled out a ChatGPT Deep Research Connector. If you use the paid version of ChatGPT and enter research mode, you can now select HubSpot as a data source. This enables real-time, AI-powered exploration of your HubSpot data with complete privacy (no model training involved). Expect a whole new level of data accessibility for marketers and sales teams.

A smarter homepage 

HubSpot's new AI-driven homepage shows what's most relevant to your workday—whether it's a contact update, a workflow that needs review, or a quick team update.
Sales users: stick to the Sales Workspace.
Everyone else: check out this new default view for a more proactive HubSpot experience.

HubSpot acquires GeoMapper and OrgChartHub

Fresh off the press: HubSpot has acquired the company behind GeoMapper (geographic CRM insights) and OrgChartHub (visual org charts). If you're familiar with LinkedIn Sales Navigator, you'll recognise the potential: integrated visualisation of decision-making structures and account locations directly inside HubSpot.

How to stay updated on all product changes

Quick tip: click the 'Product Updates' icon in the top-right of your HubSpot portal, then filter by All.
You'll find everything from:

  • Features in development

  • Private betas (apply for access)

  • Public betas (available instantly)

  • Live features

  • Sunsetting tools (like old lead scoring)

Supermetrics acquires Relay42

In ecosystem news, Supermetrics—a popular data pipeline for moving HubSpot data to BigQuery—has acquired Relay42, a Dutch customer data platform. This signals deeper integrations between martech and data platforms. Meanwhile, HubSpot itself is also testing a native BigQuery integration in Operations Hub.

HubSpot Credits: A new AI pricing model

HubSpot now offers monthly AI credits:

  • Enterprise: 5,000 per month

  • Pro: 3,000 per month

This model encourages smart, intentional AI usage. If your team hasn't used up your monthly credits yet, ask yourself: How could we test more features to drive value before month-end?

Big expectations for INBOUND 2025

The annual INBOUND conference is coming this September, and big announcements are expected.
Our wishlist:

  • Updates for Commerce Hub

  • Core improvements to HubSpot AI

  • Full integration of Agent.ai (wishful thinking)

Can't attend in person? Usually, keynotes will be streamed on YouTube.

Highlight of the month: McKinsey's Consumer Trends 2025

McKinsey's latest global report focuses on consumer trends, but we see plenty of B2B takeaways too. Here are five insights that matter:

  1. More alone, more online: Buyers increasingly expect seamless, frictionless digital experiences

  2. Rising distrust in social platforms: Yet, product research on social is higher than ever

  3. Gen Z career focus: Their ambitions impact B2B buying behaviour too

  4. Local vs. global brand: Even digital-first companies now highlight their origin (e.g., "Proudly developed in Canada")

  5. Frugal vs. indulgent mindsets: Buyers are balancing cost-saving with meaningful splurges

Want to discuss any of the updates?

Let's continue the conversation. Send a message on LinkedIn or book a meeting below.

The HubSpot Outlook returns after the summer break.

 

Explore Zooma's HubSpot services

00:00:05:16 - 00:00:06:19
Welcome, everyone to the

00:00:06:19 - 00:00:09:19
Zooma HubSpot outlook for July 2025.

00:00:09:24 - 00:00:14:04
Today, we will go through the latest updates to news and trends around HubSpot.

00:00:14:04 - 00:00:17:00
And as always, we end with a highlight of the month.

00:00:17:00 - 00:00:19:20
The first update I want to talk to you about is the HubSpot

00:00:19:20 - 00:00:22:20
ChatGPT Deep Research Connector.

00:00:23:10 - 00:00:26:10
This means that in a paid version of ChatGPT,

00:00:26:18 - 00:00:30:18
if you go into research mode, you can select HubSpot as one of the sources,

00:00:31:05 - 00:00:36:03
meaning that you can now ask ChatGPT real like data science type of questions

00:00:36:15 - 00:00:39:15
about your HubSpot data.. Privacy–

00:00:40:07 - 00:00:43:07
there's no concern. HubSpot was very clear about it.

00:00:43:08 - 00:00:45:18
It's not used to train any models.

00:00:45:18 - 00:00:47:12
Please play around with it.

00:00:47:12 - 00:00:50:00
Great to, to see this happening.

00:00:50:00 - 00:00:53:01
For the second update, I want to talk about the HubSpot homepage.

00:00:53:04 - 00:00:57:21
Now, if you have sales up and a paid sales seat, this update is not for you.

00:00:57:22 - 00:01:03:02
Please continue using the sales workspace as your homepage for everyone else.

00:01:03:06 - 00:01:05:14
Check out the HubSpot homepage.

00:01:05:14 - 00:01:08:16
This is a place dedicated to you.

00:01:09:03 - 00:01:12:16
AI driven serves you what is most relevant for you at this time.

00:01:12:16 - 00:01:17:24
It's anything from like team communication contacts that have been recently engaged,

00:01:18:03 - 00:01:21:23
workflows that maybe need some review, all of it in one place.

00:01:21:24 - 00:01:24:24
I'm very excited that HubSpot is going into this direction.

00:01:25:24 - 00:01:26:23
HubSpot has bought

00:01:26:23 - 00:01:29:23
the company behind GeoMapper and OrgChartHub.

00:01:29:24 - 00:01:32:19
GeoMapper lets you view where your contacts and companies

00:01:32:19 - 00:01:35:20
are located on a map, and OrgChartHub

00:01:35:22 - 00:01:39:24
lets you visualise the internal structure of the organisation.

00:01:39:24 - 00:01:41:09
So who is managing who?

00:01:41:09 - 00:01:43:08
Who is reporting to whom?

00:01:43:08 - 00:01:46:16
You kind of recognize this may be from LinkedIn Sales Navigator.

00:01:47:10 - 00:01:49:17
My hope for that and this is fresh off the press.

00:01:49:17 - 00:01:53:13
So I don't know this is just speculation, but my hope is that

00:01:53:24 - 00:01:56:12
the same visualisation that you have in LinkedIn Sales

00:01:56:12 - 00:01:59:22
Navigator will translate over in the future to HubSpot

00:01:59:24 - 00:02:02:24
so that you have that visualisation on two places.

00:02:04:21 - 00:02:07:15
Then I also want to take a little bit of time to explain to you

00:02:07:15 - 00:02:10:15
how you can keep yourself up to date with all these product updates

00:02:10:24 - 00:02:12:00
in your HubSpot portal.

00:02:12:00 - 00:02:14:20
Navigate to the top right and click on Product Updates.

00:02:14:20 - 00:02:17:13
This brings you to a page called New to You.

00:02:17:13 - 00:02:20:13
My recommendation is to click to all.

00:02:20:15 - 00:02:23:15
And there you see all the updates and you can filter it

00:02:23:15 - 00:02:26:15
by high, medium and low impact.

00:02:26:24 - 00:02:29:02
And there's other critical organisations here.

00:02:29:02 - 00:02:30:21
One, that is in development

00:02:30:21 - 00:02:33:21
that means it's working on it, but it's not ready yet.

00:02:34:02 - 00:02:35:19
And there's a private beta

00:02:35:19 - 00:02:41:10
which means you can request access, but the product owner has to approve it.

00:02:41:22 - 00:02:43:06
There's public data.

00:02:43:06 - 00:02:44:18
That means you can request access

00:02:44:18 - 00:02:47:18
and you will have this new feature in a couple of minutes.

00:02:47:21 - 00:02:51:06
And then there's life, which means that you now have it in your portal.

00:02:51:10 - 00:02:53:18
And lastly there's sunsetting,

00:02:53:18 - 00:02:56:03
which means that this is a feature that will disappear.

00:02:56:03 - 00:03:00:21
Like for example, the old lead scoring property that is soon getting phased out.

00:03:00:21 - 00:03:04:02
Now for some news and trends in the world of HubSpot.

00:03:04:16 - 00:03:07:08
First, we want to talk about an acquisition that happens,

00:03:07:08 - 00:03:11:04
which is the tool Supermetrics, which is a data pipeline

00:03:11:06 - 00:03:15:07
that a lot of companies use to bring data from HubSpot into BigQuery.

00:03:15:22 - 00:03:18:22
They acquired a company called Relay 42,

00:03:19:04 - 00:03:22:07
which is a customer data platform from the Netherlands.

00:03:22:20 - 00:03:24:04
That really is

00:03:24:04 - 00:03:27:18
that is very good at capturing all customer interactions, big and small.

00:03:30:03 - 00:03:32:05
It's interesting to see this acquisition.

00:03:32:05 - 00:03:35:14
It does make sense for sort of in the same space, sort

00:03:35:14 - 00:03:38:14
of serving the same sort of companies.

00:03:38:14 - 00:03:41:07
I do want to mention one other HubSpot product updates,

00:03:41:07 - 00:03:44:08
which is there is a beta in Operations

00:03:44:08 - 00:03:48:04
Hub that also lets you get your data from HubSpot

00:03:48:04 - 00:03:51:11
straight into BigQuery, and then no need for a data pipeline.

00:03:52:11 - 00:03:57:01
HubSpot introduced HubSpot credits, which is their payment model

00:03:57:11 - 00:04:00:20
for the most valued AI features in the system.

00:04:01:11 - 00:04:05:15
Now you get the monthly allowance with Enterprise of 5000 credits

00:04:05:20 - 00:04:08:20
and with Pro for 3000 credits.

00:04:09:18 - 00:04:12:09
This way of pricing AI features

00:04:12:09 - 00:04:15:09
is something that's discussed quite a lot,

00:04:15:13 - 00:04:18:12
and I really like this because it makes

00:04:18:12 - 00:04:21:12
you think about how you are using AI.

00:04:22:00 - 00:04:27:19
So if if there's no limit to it, it might just be very low value experimentation.

00:04:27:19 - 00:04:31:14
But now you see like, hey, I only have 3000 credits.

00:04:32:00 - 00:04:33:24
How am I going to use this?

00:04:33:24 - 00:04:36:06
But also, hey, it's almost the end of the month.

00:04:36:06 - 00:04:39:12
We've only used 2000 out of our 3000 credits.

00:04:40:00 - 00:04:44:04
How do we push the adoption more so that we actually get that value

00:04:44:04 - 00:04:46:04
of those last 2000 credits out as well?

00:04:47:04 - 00:04:49:00
I might be getting a little bit ahead of myself,

00:04:49:00 - 00:04:53:03
but in September, it's time for the yearly INBOUND conference.

00:04:54:03 - 00:04:56:00
It looks like it will be an amazing event.

00:04:56:00 - 00:04:57:12
Lots of great speakers.

00:04:57:12 - 00:05:01:02
I myself am always looking forward to the speech of Dharmesh,

00:05:01:16 - 00:05:04:04
which is fun, interesting,

00:05:04:04 - 00:05:07:04
and has a lot of dad jokes in it.

00:05:07:05 - 00:05:09:20
But the conference is also a moment in the year

00:05:09:20 - 00:05:12:20
where HubSpot makes major product announcements.

00:05:13:02 - 00:05:16:19
I myself am really hoping to see some cool stuff for Commerce Hub.

00:05:18:00 - 00:05:22:08
Some more updates onto the core of the AI that HubSpot uses.

00:05:22:08 - 00:05:25:08
They made some significant acquisitions in that area,

00:05:25:20 - 00:05:28:07
and then I do have one big hope.

00:05:28:07 - 00:05:33:16
It might be wishful thinking, but it's to see agents.ai

00:05:33:24 - 00:05:37:02
–that's a side project of Dharmesh really getting integrated

00:05:37:02 - 00:05:40:11
into HubSpot, perhaps even into the workflows.

00:05:42:03 - 00:05:44:14
Now, if you're unable to attend the event,

00:05:44:14 - 00:05:49:01
don't worry, there usally is a live stream on YouTube of the most important keynotes.

00:05:49:20 - 00:05:53:21
And then for the highlight of the month, we are going to a report by McKinsey.

00:05:53:21 - 00:05:56:22
The Consumer Trends of 2025.

00:05:58:00 - 00:06:01:19
Now this is really aimed on consumers.

00:06:02:02 - 00:06:06:12
At the end of the day, every B2B buyer is also a consumer.

00:06:06:24 - 00:06:11:10
So I think we can take these trends and apply them in the world of B2B.

00:06:12:02 - 00:06:16:19
The five trends that McKinsey names were, firstly, that consumers are more alone

00:06:16:19 - 00:06:18:07
and online than ever before, that

00:06:18:07 - 00:06:21:12
the distrust in social channels is higher than ever before.

00:06:22:06 - 00:06:26:22
They dove into Gen Z and looked into their drivers for their behavior.

00:06:27:24 - 00:06:32:07
Then they went into the trend of global versus local brands.

00:06:32:17 - 00:06:33:24
And that's the fifth trend.

00:06:33:24 - 00:06:39:03
They looked into how consumers are saving and splurging on their purchases.

00:06:39:20 - 00:06:43:09
When we look through the lens of B2B to this report,

00:06:43:22 - 00:06:47:16
the first thing that we can take from this is the need for convenience

00:06:47:17 - 00:06:52:16
and the need for frictionless experience for also the B2B buyer.

00:06:53:01 - 00:06:56:10
The second remarkable thing in their data for reporting was that

00:06:56:11 - 00:07:00:01
even though there's so much distrust in social and digital channels,

00:07:00:16 - 00:07:05:10
that product research was done on social more than ever before.

00:07:05:15 - 00:07:10:17
A third interesting thing was that Gen Z is so much so driven

00:07:10:17 - 00:07:14:02
by their career success, which is an interesting thing

00:07:14:02 - 00:07:17:02
to know when you're selling to a Gen Z buyer in B2B.

00:07:17:19 - 00:07:22:08
And lastly, also, that trend of consumers preferring

00:07:22:08 - 00:07:27:03
local and domestic products over global brands translates over into B2B.

00:07:27:18 - 00:07:31:07
You sometimes even see it in the most digital industries,

00:07:31:17 - 00:07:34:17
like a software company that puts a little tagline

00:07:34:17 - 00:07:38:16
of proudly developed in Canada on their website.

00:07:39:15 - 00:07:41:01
That was it for this time.

00:07:41:01 - 00:07:42:14
Thank you so much.

00:07:42:14 - 00:07:46:13
We'll we'll be back after the summer holidays with another HubSpot outlook.

00:07:47:02 - 00:07:49:01
In the meantime, if you have any questions,

00:07:49:01 - 00:07:50:04
if you want to have

00:07:50:04 - 00:07:53:04
a continued conversation around this, or if you have any feedback,

00:07:53:13 - 00:07:58:00
send me a message on LinkedIn or book a meeting. Bye.
Tobias Pasma
An experienced HubSpot specialist with many HubSpot certifications under his belt. Born in the Netherlands and moved to Sweden in 2019.
Keep me updated!
Subscribe