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.
Lenovo CIO playbook 2025.
2025 B2B Thought Leadership Impact Report from Edelman and LinkedIn
Transcript of video:
Hello and welcome to the HubSpot Outlook for September.
It’s going to be a very exciting one because INBOUND just happened. There’s a lot of HubSpot updates, some great news, and I also have a very nice highlight for you.
All right, let’s get started with the HubSpot updates.
The first update I want to cover is Data Hub. Data Hub is a rebranding of Operations Hub, but it also comes with a lot more features. I think this is the most important update, and you’ll learn why when we get to the highlights.
Data Hub is bringing a lot of great features. First off, data enrichment is free again for core seats. It was removed for a little bit, but I’m so happy that it’s back just to fill in those little gaps of data that you might be missing.
Another new feature is what HubSpot calls Self-generating CRM data. This means HubSpot is now bringing insights from unstructured activities, like calls and meetings, into your record properties. HubSpot also announced that their AI will be able to connect with your Google Workspace and Microsoft Teams to bring in valuable context.
Other exciting updates include:
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Data Studio
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AI-powered properties
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AI-powered enrichments
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A Data Quality Overview
Now, onto Breeze: HubSpot’s AI.
There have been great announcements here too. I’m most excited about Breeze Studio, a place where you can create, customize, and manage all of your AI assistants and agents. If you don’t want to build your own, you can also use the Breeze Marketplace, where HubSpot and others offer pre-built agents ready to use.
Marketing Hub is also getting a lot of love. One of the most exciting updates is Marketing Studio. For me, this feels like a blend between Content Remix and Campaigns, brought together.
Marketing Studio is the central place where you’ll build your full marketing campaigns—with all of their assets, tasks, emails, and even sales meetings related to the campaign—bringing everything together in one central, AI-powered hub.
For a complete overview of new features, you can visit hubspot.com/new.
News and Trends
The first thing I want to touch on is HubSpot’s rebranding. They’re keeping the signature orange but also adding purple and teal, which you’ll see across their website, marketing, and inside the software with a refreshed user interface. It feels more “enterprise,” aligning with HubSpot’s move further upmarket.
Another big announcement at INBOUND was Loop Marketing. At first, I was skeptical—do we really need another model? But now I’m enthusiastic.
Why? Because just publishing more and more content doesn’t work anymore. Organic search results are declining everywhere. Meanwhile, visitors coming in through AI models like ChatGPT convert 4.4x better than traditional search traffic, and they arrive more informed.
Loop Marketing has four stages:
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Express: Define your brand style, voice, and ideal customer profile.
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Tailor: Adapt your story to individuals, using AI and customer insights.
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Amplify: Find your channels and reach new audiences.
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Evolve: Experiment quickly, adapt in real time, and let AI help spot trends.
I started as a skeptic, but now I’m fully enthusiastic and I hope you are too.
Non-HubSpot news
LinkedIn and Edelman conducted a study surveying about 2,000 global executives. The key takeaway? The importance of the hidden buyer the person who never appears in your CRM, never fills out a form, but still has influence and decisive power in purchasing decisions.
These hidden buyers consume just as much content as visible buyers and use it to evaluate vendors. They especially value fresh insights and perspectives in their industry. Brand recognition matters less to them than truly valuable, insightful content.
Highlight of the month
This month’s highlight brings together insights from several reports on the challenges European B2B companies face today. Leaders must navigate a complex, dynamic environment shaped by three powerful forces:
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A persistent macroeconomic slowdown
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Geopolitical forces limiting business independence
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The relentless rise of artificial intelligence
The mission for many is to do more with less. Costs are rising while growth slows, forcing businesses to seek efficiency in revenue generation.
AI is often seen as the solution, but there’s a gap between ambition and reality. According to IDC, only 1 in 8 AI proof-of-concepts actually make it to production. Many companies run isolated pilots without clear business objectives.
Trust in autonomous AI agents is also declining from 43% a year ago to just 27% now. Why? Because AI is only as good as the data it uses. Poor-quality, incomplete, or fragmented data only magnifies problems. Gartner predicts that only 30% of sales organizations will successfully implement AI due to data quality issues.
The solution isn’t more pilots, it’s fixing the foundation. The ROI of AI can only be unlocked when the information it relies on is complete, correct, and accessible. That means:
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Breaking down data silos
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Creating a single source of truth
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Investing in platforms like Data Hub to automate data management, ensure data quality, and enrich missing information
Ultimately, AI models are available to everyone. What will set you apart is the quality of your data. It can be your competitive advantage or your disadvantage.
Thank you for your time! Please check out the links to the reports used for this highlight of the month. That wraps up the HubSpot Outlook for September. If you have any questions, please don’t hesitate to reach out.
