The focus of this year's Spring Spotlight was clearly on customer value. HubSpot is further developing its platform so that teams can create added value faster, grow in a more targeted manner, better utilize sales potential and scale support.
There is a clear trend here: AI is not simply being used more broadly, but in a more targeted manner through context-based information, in line with the motto "quality over quantity". Existing tools have been improved, new functions added and a new tool introduced in the form of HubSpot AEO.
Innovations at a glance:
1. Marketing and Content Hub
2. Sales Hub
3. Service Hub
What's new in the Marketing and Content Hub:
HubSpot AEO - SEO in the age of AI
What's new?
For a long time, if you were visible on Google, you would be found. Traditional SEO was geared towards placing websites as high up in the search results as possible in order to gain organic traffic. Today, this behavior is changing noticeably. Users are searching less and less for websites alone - they expect direct answers and are increasingly using AI-supported search and response engines for this.
This is exactly where HubSpot AEO (also known as GEO) comes in. With the new integrated tool for Answer Engine Optimization, companies can better understand how their brand appears in AI answers, which sources play a role in this and where visibility is lacking compared to the competition. Instead of optimizing exclusively for search engines, it becomes possible to develop content specifically for answer engines.
What challenges are being solved?
- Declining visibility: Traditional SEO is increasingly no longer sufficient because AI answers are increasingly replacing direct visits to websites.
- Lack of transparency: Companies often do not see whether and how their brand appears in response engines at all.
- Unclear positioning: It remains difficult to understand in which topics your brand is visible and where competitors are more present.
- Uncertain prioritization: Without clear data, it is difficult to see which content or sources should be optimized.
- New search logic: Teams need to understand how search behavior changes when users no longer search for websites but for direct answers.
Your benefit:
- More context: HubSpot AEO incorporates company context and CRM data to deliver recommendations that are more relevant to your business.
- Faster entry: You don't have to start from scratch because HubSpot already knows your company and your database.
- Measurable visibility: You get insights into how often your brand is mentioned or cited in AI responses.
- Better understanding of the competition: You can see where other providers are more visible and in which areas there is potential for optimization.
- Concrete recommendations: You receive clear guidance on how to improve inclusion, accuracy and visibility in response engines in a targeted manner.
- More understanding of sources: You can see which sources AI systems rely on for their answers.
HubSpot AEO gives marketers the visibility, strategy and execution tools to win this channel. All in one place.
The key features at a glance:
- Measurable brand visibility: The brand visibility dashboard uses the brand visibility score to show how often your brand appears in AI responses for the prompts you're tracking.
- Competitor analysis: The dashboard includes a "Competitor Landscape" section that shows how often you are mentioned compared to your competitors.
- Multi-engine support: Insight into the visibility of the brand in the three major AI engines (OpenAI (ChatGPT), Perplexity and Gemini).
- Prompt tracking and suggestions: Tracking questions and insights about how the brand is performing.
- Citation analysis: Insight into where the AI is getting its answers from. Insights into which content types are cited the most (blogs, news articles, etc.), which channels the citation comes from (own website, earned media, etc.) and which domains are cited the most.
- Recommendations: Transformation of the data into concrete action steps.
Availability:
- Marketing Hub Professional or Enterprise - Beta
- Standalone product - also beta, but with less contextual and therefore less specific recommendations
Breeze Assistant - Context wins
What's new:
The Breeze Assistant has been significantly enhanced. While answers were often rather general in the past, Breeze now works in a more contextual, role-oriented way and closer to real everyday tasks. Breeze now provides support not just for individual questions, but across several phases - from target group definition to brand guides and campaign development.
This means that Breeze no longer only responds to individual questions, but can adapt recommendations better to the respective context of use - for example, which page you are on, which area you work in and which task is currently the focus.
What challenges are being solved?
- Generic answers: AI support often remains too general if it does not know the specific work context.
- Lack of role relevance: Recommendations are only of limited help if they are not tailored to the specific task or function.
- Time-consuming content creation: Content often needs several loops until it really fits in terms of tone and direction.
- Slow campaign implementation: Teams lose time if they have to gather information and next steps themselves.
- Gaps in everyday knowledge: Strategic concepts such as loop marketing are difficult to translate into day-to-day work without direct support.
Your benefit:
- More relevance: Breeze provides more appropriate answers because the Assistant can better categorize the current context of use.
- More support: Knowledge support for marketers with a direct connection to the loop marketing approach.
- Greater personalization: Content is automatically more closely aligned with the stored brand settings.
- Better support: Breeze provides support along several steps instead of just for individual queries.
Availability: All hubs, all tiers - Public beta
What's new in the Sales Hub
Prospecting Agent - Prospecting with less research effort
What's new?
The Prospecting Agent makes prospecting more structured and efficient. Previously, sales teams often had to research suitable accounts themselves, collect information manually and maintain lists outside of HubSpot. HubSpot now supports this process much more actively: the agent helps to prioritize relevant accounts, identify missing contacts and prepare personalized messages.
Instead of just providing data, the tool provides direct support for operational prospecting work.
What challenges are being solved?
- Scattered information: Important data for the approach is often not available centrally in one place.
- Incomplete buying groups: Important accounts often lack crucial contacts without this becoming apparent early on.
- Inconsistent prioritization: Without ongoing signals, it is difficult to keep an eye on the really relevant accounts.
- Low efficiency on a day-to-day basis: Sales employees invest too much time in preparing and searching for relevant companies and contacts.
Your benefit:
- More targeted research: The tool now also helps to identify companies and collect relevant information about the company and the right contact persons.
- More focus on conversations: Sales teams can concentrate more on relationship management and conversations.
- More data proximity: Recommendations become more valuable because the tool accesses existing HubSpot data.
- Earlier detection of gaps: Missing contacts in prioritized accounts become visible faster.
- Continuous monitoring: Important accounts can be tracked on an ongoing basis, including relevant hints and developments.
Information on pricing:
More relevance per contact: You only pay when Prospecting Agent identifies contacts that are really worth approaching based on actual buying signals.
[NEW!] Free trial: A free trial is now available, allowing customers to test Prospecting Agent before committing - significantly reducing the barrier to entry.
Availability: Sales Hub Starter+ – In public beta on April 14.
Increased sales through Smart Deal Progression
What's new:
With Smart Deal Progression, HubSpot extends intelligent support along the deal process: analyzes transcripts* and deal context to suggest CRM updates, draft follow-up emails, and highlight next steps for reps to review and confirm.
This is not only about new functions, but also about the further development of existing sales tools. The aim is to better support sales employees in recording next steps clearly, executing follow-ups more quickly and progressing deals in a more structured way.
What challenges are being solved?
- Lost meeting content: Important insights and agreed next steps are easily lost after meetings.
- Time-consuming follow-up: Follow-ups often have to be created and documented manually.
- Inconsistent deal management: Deals develop more slowly if information is not properly recorded.
- Lack of consistency: Next steps are not always implemented promptly or in a structured manner.
- Less process reliability: Without clear summaries, the level of commitment in the subsequent sales process decreases.
Your benefit:
- Automatic follow-up emails: After meetings, appropriate emails with a summary and next steps can be created more quickly.
- Intelligent CRM updates: Conversation transcripts* are analyzed to update relevant CRM information in a more targeted way.
- Better deal dynamics: Sales teams can develop opportunities in a more structured and consistent way.
- Less idle time: Fewer delays occur between meetings and follow-up actions.
- Action points are now editable and quotable: Previously, action points generated from meetings were read-only. Action points can now be edited, linked directly to the appropriate transcript location and saved as tasks.
- Greater consistency: Information remains better documented and traceable for all participants.
Availability: Sales Hub Pro+, Service Hub Pro+
*The"Notetaker" and "Meeting Prep" functions, which were previously only available in the Sales Hub, have now been extended to the Service Hub Pro+.
What's new in the Service Hub
Scaling support with Customer Agent
What's new:
The Customer Agent has also been further expanded. HubSpot is further developing automated service support so that routine inquiries can be handled better without losing control and quality. Companies can control the deployment in a targeted manner and use the agent to suit their requirements.
What challenges are being solved?
- High workload due to routine inquiries: Standard questions tie up valuable time in the support team.
- Limited availability: Customers expect quick answers, even outside of traditional service hours.
- Automation risks: Many companies are hesitant because they fear a loss of quality or control.
- Increasing complexity in support: If simple issues are not dealt with, there is no time for more demanding cases.
- Different brand requirements: Different brands or divisions need differentiated service setups.
Your benefit:
- More relief: The Customer Agent takes over routine questions and reduces the workload in day-to-day business.
- Round-the-clock support: Standard requests can also be answered outside regular service hours.
- More control: Areas of operation and limits can be specifically defined.
- More time for complex cases: Service teams can concentrate more on consulting-intensive requests.
- More flexibility: Several agents can be assigned to different brands.
The following measures have been taken to improve the start with the customer agent:
- Lower entry hurdle: The free 4-week (28-day) test phase makes it possible to test the Customer Agent without obligation and get to know its added value without using any credits.
- More flexibility for multiple brands: Multiple Customer Agents can be managed in one portal with their own identity, tonality, knowledge base and configuration.
- More security before going live: Complete conversations can be tested realistically with email test previews before the agent is used productively.
- Clear control of availability: Defined working hours help to determine exactly when the customer agent should be active.
- Targeted exception control: Certain email addresses or domains can be excluded from the agent and forwarded directly to employees.
Price change from April 14, 2026: The pricing model for "Customer Agent" will be updated on the Spring Spotlight page. Previously, the cost was 100 credits per conversation. The cost is now only 50 credits per resolved conversation. This is 50 credits less than the previous pricing, with the focus now being on solving problems rather than just the conversations themselves.
Availability: Professional and Enterprise, all hubs