HubSpot’s May Product Update is Here! 🚨
This month’s release introduces new ways to boost efficiency, enhance automation, and support business growth. While some changes involve renaming existing features, many go deeper - with meaningful upgrades that improve everyday usability.
In this article, we’ll break down what’s new in HubSpot CRM and how these updates can streamline your daily workflows.
Multi-Account Management
You can manage multiple HubSpot accounts with shared governance, synced customer data, and cross-account asset sharing
Use case
Managing multiple divisions, brands, or regions in HubSpot is now easier thanks to relationships between accounts, mirroring contact information, and reusing assets. Collaboration is thus ensured without compromising data integrity or organizational boundaries.
Journey Automation
New tools for testing, analytics, and governance enable you to plan, automate, and optimize full funnel customer journeys.
Use case
Marketers can now visually plan lead nurturing or re-engagement campaigns, identify drop-off points with real-time analytics, and test improvements without disrupting live workflows. The result is a reduction in the reliance on siloed workflows and better outcomes across the entire customer lifecycle.
New Modern Marketing Email Templates
Launch high-impact campaigns quickly with a new library of polished, responsive email templates.
Use case
When creating your next product launch or event invitation, you can now start with a professionally designed template and quickly customize it to match your brand. It accelerates campaign delivery and ensures a seamless mobile and desktop experience.
** The new templates will automatically appear in your template selection screen after joining this beta. You will no longer be able to choose from the previous default templates. Saved templates will remain intact.
Build Lists Using Document Events
Static and active lists can be created based on document engagement metrics such as opens, views, and completions.
Use case
Marketers and sales teams can now segment contacts by how they interact with shared documents when tracking content engagement. The result is smarter targeting based on intent signals that don't require custom properties or external tools.
Expanded Automation Issue Management
Using the workflows tool, users can now view and manage more types of automation issues.
Use case
Get real-time visibility into issues like enrollment failures or property mismatches instead of chasing down failed actions across tools. This allows for faster resolution and stronger automation reliability.
New Name, Home, and Limits for Target Markets
Target Accounts has been renamed Target Markets, with new navigation and usage limits.
Use case
Sales and RevOps teams will now see clearer market targeting naming and boundaries when building your go-to-market motion. Standardizing segmentation and prioritizing outreach helps companies improve their efficiency.
Host HubSpot content on a WordPress subfolder
Maintain domain authority and SEO performance by hosting HubSpot content in a WordPress subfolder.
Use case
You can now publish HubSpot pages on your primary domain structure without relying on a subdomain. By doing so, search engine ranking potential is improved, backlink equity is maintained, and a more unified brand experience is delivered.
Improved AI-powered Gibberish Detection for Form Submissions
Remove gibberish from form submissions with AI that detects gibberish across all text fields, not just names and messages.
Use case
When reviewing new leads, you won't have to waste time sorting through form submissions filled with random characters. You will be able to reduce CRM clutter and ensure your marketing team is focused solely on high-quality, meaningful submissions.
Add a Meeting Calendar to CTAs
Embedded meeting calendars are now supported in CTAs to drive direct bookings.
Use case
Marketers can now embed a calendar directly into the CTA instead of linking to a scheduling page. By doing so, you can reduce the number of clicks and increase the conversion rate at meetings, either on site or via email.
Enhanced Deals Sidebar Experience
Quickly access Deal insights with a customizable two-column sidebar.
Use case
When updating a deal or preparing for a call, reps can now see next steps, risks, and contact information in one view - without scrolling or switching tabs. This keeps them in flow and improves pipeline momentum.
View Guided Actions & Deal Risks in the Deals Table
To help reps close deals more efficiently, new visual indicators in the deals table flag risks and suggest actions.
Use case
The sales rep can quickly scan through a long list of deals to identify red flags or recommended next steps. The results are improved pipeline outcomes because decision fatigue is reduced and action is prompted where it matters most.
Sales Workspace Dashboards
Without switching tools, reps can now see key metrics, tasks, and progress immediately when they start their day. Accountability and focus are boosted in this way.
Use case
It is now possible for reps to instantly see key metrics, tasks, and progress without switching tools as they start their day. Focus and accountability are boosted as a result.
Trigger Feedback by Ticket Stages
To capture accurate, context-specific feedback, control when surveys are triggered based on ticket stage.
Use case
Now you can ensure feedback is only requested when a ticket has been resolved - such as "Closed - Resolved" or "Closed - Escalated". Support teams can track performance more accurately and improve response quality as a result.
Introducing Native Order Creation in HubSpot
Streamline deal-to-fulfillment processes and ensure data consistency by creating and managing orders directly in HubSpot.
Use case
Whenever a deal closes, you can now instantly generate an order and link it to the appropriate contact or company. As a result, fulfillment workflows are simplified, duplicate data entry is eliminated, and your team has full visibility into sales activity.
View Marketing Event History with the New Registrant Card in Contact Records
Using the CRM card for a new registrant, see the full history of marketing events for that contact.
Use case
In preparation for a follow-up call or email, you can now quickly determine whether a contact registered for, attended, or engaged with a recent event. Keeping your workflow efficient saves time, improves personalization, and saves you money.
Research intent
With HubSpot's research-based intent data, you can discover and engage high-fit accounts researching relevant topics before they visit your site.
Use case
You can now automatically enroll companies researching key topics into campaigns or workflows when targeting expansion or prospecting new accounts. As a result, your team is able to engage earlier in the buying journey, helping your organization maintain a competitive edge and stay ahead of churn.
Smart Properties
By automatically generating smart properties based on your data patterns, Smart Properties reduce manual property creation.
Use case
Based on past usage, Smart Properties will recommend fields when creating custom objects or forms. As a result, you can set up consistent data collection quickly without having to build everything from scratch.