On Wednesday at INBOUND in San Francisco, HubSpot announced a wave of exciting updates and strategic shifts to shape the future of marketing, sales, and business growth. Here are the key highlights you need to know, plus some eye-opening industry reports that shed light on the road ahead.
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HubSpot updates: Data Hub, Breeze, and Marketing Studio
One of the big updates this month is the revamping of the Operations Hub into a Data Hub. This shift is more than a new name — it brings powerful new capabilities:
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Free data enrichment for core seats, helping teams fill in critical information gaps.
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Self-generating CRM data transforms unstructured activities (such as calls and meetings) into actionable insights.
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AI-powered data tools, including enrichments, smart properties, and data quality overviews.
Alongside this, HubSpot introduced Breeze Studio, a space where businesses can create and manage custom AI assistants and agents. For those not ready to build their own agent, the Breeze Marketplace provides prebuilt agents prepared to plug into HubSpot.
Marketers also got a significant upgrade with Marketing Studio. A centralised hub to plan, manage, and execute campaigns across content, assets, sales activities, and events.
A fresh look and a bold approach
HubSpot is also evolving its brand identity. While staying true to its iconic orange, the company is now incorporating purple and teal, both in marketing and within the product interface. The refreshed look signals a more decisive move upmarket, aligning with HubSpot’s growing ambitions in the enterprise space.
HubSpot also unveiled a new methodology that they have been using themselves: Loop Marketing. Unlike traditional content-heavy approaches, loop marketing emphasises four stages:
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Express: Define brand style and audience.
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Tailor: Adapt stories at scale using AI.
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Amplify: Expand reach across channels.
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Evolve: Rapid experimentation and iteration.
With AI-driven personalisation and adaptability at its core, loop marketing could redefine how brands engage in a world where organic search is declining while AI-driven discovery is rising.
Beyond HubSpot: the hidden buyer
Outside of product news, LinkedIn and Edelman’s new study highlighted the importance of the hidden buyer—decision-makers with influence but little visibility in your CRM system. These individuals don’t fill out forms or engage directly with sales reps, but still consume content and influence purchase decisions. The takeaway: companies must deliver valuable, insightful content broadly, ensuring it reaches both visible and hidden audiences.
The bigger picture: AI, information foundation, and business challenges
For B2B leaders, the environment remains complex. Economic slowdowns, geopolitical pressures, and the rapid rise of AI are forcing companies to do more with less. AI is often considered the solution, yet studies reveal a troubling gap: only 1 in 8 digital proof-of-concepts make it to production, and trust in autonomous AI has dropped from 43% to 27% in just a year.
The issue isn’t AI itself. It’s the information foundation upon which the AI is built. Poor, fragmented, or siloed data undermines results, leaving organisations unable to unlock tangible results. As Gartner predicts, only 30% of sales organisations will succeed with AI unless they address data quality.
The path forward: Companies must build a single source of truth by investing in platforms like HubSpot’s Data Hub to unify, enrich, and manage information effectively. AI models are available to all, but it’s your data that will determine whether AI becomes a competitive advantage or a liability.
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Links to the reports:
Capgemini. (2025, July). Rise of Agentic AI.
BCG. (2025, January). 5 dynamics that will test CEOs in 2025.
BusinessEurope. (2025, June). Economic Spring Outlook 2025.
Gartner. (2025, July). Magic quadrant for sales force automation platforms. https://www.gartner.com/en/documents/6747034
(2025). Lenovo CIO playbook 2025. Lenovo.
