HubSpot's latest updates, unveiled at their recent INBOUND 2025 conference, showcase a robust integration of AI, marketing and data management tools designed to streamline operations, personalise engagements, and foster growth.
At Cursor, we specialise in HubSpot data integrations within the membership and education sectors, so we're excited to explore these latest HubSpot enhancements, and their potential transformative impact for education teams and membership organisations who utilise the HubSpot CRM.
Let’s take a look at some highlights…
AI-driven enhancements
Smart CRM
With HubSpot’s new Smart CRM feature, AI automatically generates smart insights from communications, providing teams with relevant student, family or member information, without them needing to sift through email threads. This feature allows your team to be ‘tapped on the shoulder’ when something has shifted - for example a notable change in tone in the email conversation, or a change in the pattern of engagement - making it that much easier to catch problems in a timely manner.
Self-generating data is another new development here, where AI can actively fill gaps in student or member records based on enriched information pulled from communications or activity streams.
The Smart CRM also features new flexible views, allowing you to observe your CRM data in new and useful ways. For example, the board view for those who want a more ‘kanban’ style of working, the customisable report view, and the map and calendar views - taking your CRM data away from the confines of being laid out exclusively as a traditional ‘spreadsheet-style’ list of entries.
Data Hub
HubSpot’s Operations Hub feature has been reimagined as the new Data Hub. This is where HubSpot data can be managed, unified, cleaned up and synced. Data Hub now not only deals with structured data (housed in HubSpot properties or fields) but can also analyse unstructured data (from HubSpot emails and calls) as well as pulling data from external sources, where needed.
This ensures admissions and membership teams have consistently up-to-date and unified records, whilst simultaneously reducing administrative burden, making a ‘single source of truth’ - as well as meaningful reporting on the whole user journey - that much easier to achieve.
Agentic AI
The AI agent offering in HubSpot’s marketplace continues to develop - with pre-existing agents seeing a number of upgrades, and most notably, the new ability to design agents of your own, trained on your unique processes. Now renamed the Breeze Marketplace, it has been opened up so that third-party developers can design and develop their own unique HubSpot AI agents now too.
The overall aim here is to create AI agents that don’t just make helpful suggestions, but can actually work actively on your behalf. For example, the Customer Agent chatbot has evolved into an ‘always-on’ concierge service, which can now handle more complex tasks, like qualifying leads, booking meetings, and resolving support queries.
CoPilot is now Breeze Assistant; essentially a personalised assistant that sits across the whole of HubSpot and can not only gather useful information and make suggestions, but will remember where you’re up to on tasks like a human would - so you’re not starting from scratch each time you interact with it.
“The pace of HubSpot’s innovation right now is incredible. From the launch of the new Loop Marketing playbook, to the wave of more than 200 product updates launched at INBOUND, HubSpot is no longer just software that helps us do work – it’s becoming a platform that actually does the work with us.
Features like Breeze Assistant, Smart CRM, and powerful customer agents are going to completely change how organisations grow. I’m genuinely excited about the potential this unlocks for our clients across the education sector.”
Gemma Price, CEO & Founder, HubGem
Marketing & engagement improvements
Marketing Studio
In HubSpot’s Marketing Studio, the newly updated Campaign Builder tool allows you to easily plan and collaborate on campaign building, with the ability to assign the creation of individual elements and assets to different team members.
AI integration here allows you to easily generate starting content from prompts, and there are a number of new views, including the mapping view for campaign flow visualisation, calendar view for planning your campaign timeline, and the pipeline view to keep track of which individual assets are confirmed or still in draft status.
The addition of performance insights here allows improved campaign analytics, with the ability to drill down and understand the success of one asset over another, or to zoom out for a much broader view of relative campaign performance.
LOOP Marketing
HubSpot has also introduced LOOP Marketing - a continuous engagement cycle to encourage ongoing relationship building - from initial interest to long-term advocacy.
This departure from the traditional funnel approach to marketing acknowledges that behaviours are changing, with students, parents and prospective members increasingly doing their own research and jumping between channels and engagements in ways that the funnel approach is no longer optimal for.
LOOP consists of a continuous cycle with four main points of focus: Express, Tailor, Amplify and Evolve. Instead of treating each communication as a step in a linear journey, instead visualise it as part of a loop that keeps on turning. The aim is to create an experience that feels consistent, timely, and personalised across each and every point of contact in the journey.
If you’re keen to learn more about this new approach to marketing, our friends over at HubGem have shared their own breakdown of LOOP and how it can work.
Benefits for the Education and Membership sectors
The latest updates to HubSpot aren’t just about adding more tools; they’re designed to make life easier by automating routine tasks, providing more in depth insights and inspiring new approaches. For education and membership organisations, these new features could be transformative.
Smart CRM and Data Hub help to streamline data management by automatically generating insights and maintaining up-to-date, unified records. This can minimise administrative tasks and ensure that teams can focus on meaningful interactions rather than getting bogged down in data management.
The new AI capabilities, particularly through the Breeze Marketplace, allow the creation of customised AI agents that handle complex tasks such as lead qualification and meeting bookings. This 'always-on' support can greatly enhance the user experience and ensure timely responses to enquiries; crucial for maintaining effective engagement with prospective students or members.
Moreover, the Marketing Studio and LOOP Marketing introduce fresh approaches to engagement, moving away from traditional funnels to a continuous cycle of consistent, personalised interactions that adapt to the changing behaviours of students, parents, and members.
By leveraging these tools, education and membership sectors can build stronger, more lasting relationships, focusing on trust and advocacy rather than just transactions.
Key takeaways
By developing these capabilities, it’s clear that HubSpot is encouraging education and membership teams to focus more on nurturing relationships and building trust with their communities, rather than spending time bogged down in admin.
This approach works across all digital systems - by making things more efficient, utilising AI helpers, and leveraging the tools that serve your organisation’s needs, you can concentrate on what really matters - creating meaningful connections and driving long-term success.
To dive deeper into how these HubSpot updates can benefit your organisation, check out more details at HubSpot Spotlight. And if you’re interested in learning how Cursor can help you innovate your digital ecosystem, feel free to contact us today!
