HubSpot unveiled a whopping 111 updates last month, and we’ve identified the 14 most impactful changes to optimize your team’s performance and strategy.
HubSpot’s January 2025 updates focus on helping you manage workloads efficiently, maximize content reach and track key performance metrics with ease.
From upgrading ticketing systems and marketing automation, to improving your ability to analyze campaign impact and comply with data privacy regulations, these updates will give you better team productivity, data accuracy, and customer insights.
Let’s take a look at the biggest HubSpot updates for January 2025.
Updates managers will love
- Prevent agent overload with user-based ticket capacity limits
- Turn marketing emails into multi-channel campaigns with AI
- Quickly review key customer activities in one view
- Make data-driven decisions with new contact lifecycle reports
- Measure SLA performance within operating hours
- Easily track ticket progress with the new help desk board view
Updates HubSpot admins will love
- Save time with autosaved property updates on CRM index pages
- Legacy scoring properties are being retired—here’s what admins need to do
- Get clearer, more reliable workflow testing in HubSpot
- Control dashboard access with user permissions
- Build lists faster with a more flexible creation process
- Set marketing contact status in more workflow types
- Streamline nurturing with journey automation templates
- Easily manage data privacy requests in HubSpot
Dig deeper: How to use HubSpot to improve your webinar strategy
HubSpot updates managers shouldn’t miss
Prevent agent overload with user-based ticket capacity limits
What’s new: Service Managers can now set individual limits on the number of open tickets assigned to each support agent, ensuring workloads are distributed based on experience and role.
How it helps you
This update helps prevent agent burnout while allowing experienced team members to handle a larger volume of cases. Newer agents can be assigned a lighter workload, ensuring better service quality across the team. Agents can also see when they’re at capacity and check other users’ availability before reassigning tickets. This makes ticket distribution more strategic, improving efficiency and response times.
Status: Public Beta
Applicable HubSpot Hubs: Service Hub
Applicable HubSpot Tiers: Enterprise
Turn marketing emails into multi-channel campaigns with AI
What’s new: HubSpot’s content remix tool now lets you repurpose existing marketing emails—both drafts and sent emails—into new formats like blog posts, landing pages, and more.
How it helps you
Your marketing emails are full of valuable content. Now, with AI-powered remixing, you can quickly transform them into multi-channel campaigns, extending your reach without extra effort. This update helps you maximize the value of your existing content, saving time while keeping your messaging consistent across different platforms.
Status: Public Beta
Applicable HubSpot Hubs: Marketing+ Hub
Applicable HubSpot Tiers: Professional, Enterprise
Quickly review key customer activities in one view
What’s new: HubSpot now provides activity summaries on company and contact records, offering a concise overview of inbound and outbound interactions across marketing, sales, and service.
How it helps you
This update saves managers time by consolidating key insights—such as discussed topics, customer pain points, business goals, engagement levels, and next steps—into a single summary. Instead of scrolling through activity timelines, you can quickly get context on a customer or prospect and take informed action. It also helps new team members ramp up faster by providing immediate visibility into past interactions.
Status: Public Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Professional, Enterprise
Make data-driven decisions with new contact lifecycle reports
What’s new: HubSpot now offers contact lifecycle reports on the performance page of every campaign, providing insights into influenced contacts, cost per lifecycle stage, and average cost per contact.
How it helps you
This update gives marketing managers greater visibility into how campaigns impact contacts at each stage of the buyer’s journey. With insights into acquisition costs and engagement trends, you can refine strategies early, optimize spending, and improve overall campaign performance. The reports adapt to your portal’s lifecycle stage settings, ensuring relevance whether you use HubSpot’s defaults or custom stages.
Learn how to analyze your campaign’s contact lifecycle stage metrics
Status: Live
Applicable HubSpot Hubs: Marketing Hub
Applicable HubSpot Tiers: Professional, Enterprise
Measure SLA performance within operating hours
What’s new: Service Hub now includes two new reporting data points—Time to First Response in SLA Hours and Time to Close in SLA Hours—helping support leaders analyze SLA performance more accurately.
How it helps you
If your team doesn’t operate 24/7, traditional SLA reporting may not reflect actual performance. This update allows you to measure response and resolution times strictly within set SLA hours, providing clearer insights into efficiency and customer satisfaction. With built-in reports and new properties for custom reporting, you can now track and improve SLA adherence more effectively.
Status: Live
Applicable HubSpot Hubs: Service Hub
Applicable HubSpot Tiers: Professional, Enterprise
Easily track ticket progress with the new help desk board view
What’s new: HubSpot’s Help Desk now includes a board layout, visually displaying ticket movement across pipeline stages in a column-based format.
How it helps you
This update gives managers a clear, real-time overview of ticket progress, making it easier to identify bottlenecks and allocate resources effectively. The familiar board view now available within Help Desk enables teams to quickly assess ticket status, prioritize urgent issues, and improve response times. For service reps, this layout highlights tickets that need immediate attention, ensuring faster resolutions and a smoother support process.
Status: Public Beta
Applicable HubSpot Hubs: Service Hub
Applicable HubSpot Tiers: Professional, Enterprise
Dig deeper: 5 ways to integrate LinkedIn with your CRM for better sales-marketing collaboration
HubSpot updates admins shouldn’t miss
Save time with autosaved property updates on CRM index pages
What’s new: HubSpot now automatically saves property edits made on the CRM index page—no need to manually click “Save” after making changes.
How it helps you
Admins can now make quick updates without worrying about lost changes or extra clicks. This update improves data accuracy and speeds up CRM management by ensuring edits are instantly applied, reducing frustration and making data entry more efficient.
Status: Public Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers
Legacy scoring properties are being retired — here’s what admins need to do
What’s new: HubSpot will sunset legacy score properties on August 31, 2025. Marketing Hub users can now use the Lead Scoring tool, while Service Hub users can build health scores in the customer success workspace.
What to know
Legacy scoring lacked key features like decay, resets, and scalable rules, making it difficult to maintain accurate lead and customer health scores. The new tools offer better logic, more flexibility, and actionable insights. Admins managing Marketing Hub can transition to the new Lead Scoring tool, while Service Hub admins can create customer health scores. Sales Hub users will no longer have access to scoring. No new legacy scores can be created after May 1, and all existing ones will stop updating on August 31.
Status: Sunset announced (complete by August 31, 2025)
Applicable HubSpot Hubs: Marketing and Service Hubs
Applicable HubSpot Tiers: Professional, Enterprise
Get clearer, more reliable workflow testing in HubSpot
What’s new: Workflow testing now provides detailed insights into enrollment, the path a record will take, and how specific actions—like email sends—will function.
How it helps you
As a HubSpot admin, you need confidence that your workflows will function as expected. This update offers a clearer breakdown of why a record does or doesn’t enroll, improved visibility into branching logic, and a visual representation of the record’s path. You can also preview marketing emails within the test environment, ensuring they appear as intended. With these improvements, troubleshooting and refining workflows is faster and more precise.
Status: Public Beta
Applicable HubSpot Hubs: Marketing, Sales, Service, Operations
Applicable HubSpot Tiers: Professional, Enterprise
Control dashboard access with user permissions
What’s new: HubSpot admins can now manage access to individual dashboards by setting specific permissions, ensuring only authorized users can view or edit them.
How it helps you
This update gives admins greater control over who can access sensitive or critical dashboards, much like report permissions today. By restricting access per dashboard, you can prevent unauthorized users from viewing confidential data while maintaining collaboration where needed. This added security helps protect business insights while ensuring the right teams have the information they need.
Status: Private Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers
Build lists faster with a more flexible creation process
What’s new
HubSpot has redesigned the list creation experience, removing unnecessary upfront steps. Admins can now start building a list immediately and define details like name, type, and properties at the final step.
How it helps you
This update simplifies list creation by making it more like building reports or workflows. Instead of deciding on a name, type, or properties upfront, you can focus on defining your segment first and finalize details later. A new quick-create button also speeds up the process, saving admins time and reducing friction.
Status: Public Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers
Set marketing contact status in more workflow types
What’s new: The Set marketing contact status action is now available in more workflow types, beyond just contact-based workflows. Admins can now update marketing status from deal, ticket, and other object workflows.
How it helps you
This update gives admins greater flexibility in managing marketing contacts automatically. Now, you can trigger marketing status changes from workflows tied to deals, tickets, and other objects. For example, mark decision-makers in closed lost deals as non-marketing to reduce costs or set new leads as marketing automatically. These new capabilities make it easier to keep marketing contact lists accurate and aligned with business needs.
Status: Public Beta
Applicable HubSpot Hubs: Marketing Hub
Applicable HubSpot Tiers: Professional, Enterprise
Streamline nurturing with journey automation templates
What’s new: HubSpot has introduced Journey Automation Templates, making it easier for Marketing Hub Enterprise admins to build automated customer journeys based on lifecycle stage or intent level—all within a single view.
How it helps you
These pre-built templates provide a starting point for creating marketing automation that guides contacts from new lead to qualified customer. Instead of managing multiple workflows, admins can now map, execute, and analyze their full marketing automation strategy in one place. Since this feature is still in early beta, its full potential is yet to be seen, but it could become a valuable tool for lead nurturing, re-engagement, and conversion tracking.
Learn more about using journeys in HubSpot
Status: Public Beta
Applicable HubSpot Hubs: Marketing Hub
Applicable HubSpot Tiers: Enterprise
Easily manage data privacy requests in HubSpot
What’s new: HubSpot admins can now configure and publish a Data Privacy Request page, allowing contacts to submit requests like data deletion or access in just a few clicks.
How it helps you
This update simplifies compliance by centralizing privacy request management within HubSpot. Once set up, admins can view, assign, and complete requests within required timeframes—reducing manual effort and the need for external tools. This ensures smoother handling of data privacy obligations while keeping all requests organized in one place.
Learn more about managing data requests in HubSpot
Status: Private Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers
January’s HubSpot updates focus on improving automation, optimizing workload distribution and providing deeper insights across marketing, sales, and service. With new AI tools, better reporting, and streamlined admin controls, managing customer data and campaigns is easier than ever. Stay tuned for next month’s updates as HubSpot continues to evolve.
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