Update 1: The new Sales Workspace finally makes it visible where your sales process is leaking

HubSpot has completely revamped Sales Workspace, taking a big step toward a single, centralized sales environment.

And that's much needed. Because we see the same problems in many HubSpot portals:

• leads that are not followed up structurally;
• sales reps constantly switching between records;
• tasks that remain idle;
• polluted pipelines;
• little visibility into active opportunities.

Often this is seen as a sales problem, while the cause is usually in the CRM setup.

The updated Sales Workspace now brings leads, deals, tasks, meetings and follow-ups together in one central cockpit. Reps get instant insight into their most important actions, stalled deals and follow-ups that need attention.

What makes this update especially interesting is that it not only speeds up processes, but also makes it painfully clear where your current HubSpot setup is falling short.

We've set up the new Sales Workspace at several customers over the past few months and see the same commercial leaks almost everywhere.

That's why we're also currently offering a free portal audit:

• we look at your HubSpot environment for 30 to 45 minutes;
• you receive at least 3 concrete points of improvement;
• including insight into where follow-up, pipeline or adoption gets stuck.

So you know immediately whether your portal is really ready for the new Sales Workspace.

Update 2: HubSpot launches AEO: getting visible in AI search engines

Perhaps the most strategic announcement of Spring Spotlight: HubSpot is launching an all-new AEO (Answer Engine Optimization) tool.

Where SEO is all about Google, AEO is all about getting visible in AI tools such as: ChatGPT, Gemini & Perplexity

HubSpot doesn't call it for nothing: "Be the business AI recommends."

Why this matters

Buying behavior is changing at lightning speed. Increasingly, buyers are asking their questions directly to AI:

• "Which CRM is best for scale-ups?"
• "Which HubSpot partner specializes in B2B SaaS?"
• "What are the best marketing automation tools?"

AI then provides instant recommendations without a user ever visiting Google. In doing so, HubSpot shares striking numbers:

• organic traffic dropped an average of 27% year-over-year for HubSpot customers;
• AI referral traffic actually tripled;
• traffic from LLMs now converts better than traditional search channels.

That also means:

• if AI mentions your competitor and not you;
• If your content is not cited;
• if your brand has no visibility in AI responses;

...then you're out of the race before a prospect even visits your website.

What does HubSpot AEO do?

The new AEO tool shows companies:

• how often they are mentioned in AI responses;
• How visible competitors are;
• which prompts are relevant to their market;
• what content AI is using as a source.

You get a visibility score across multiple AI engines, including:

• sentiment analysis;
• competitive comparisons;
• citation analysis;
• content optimization recommendations.

The big difference from other AEO tools

According to HubSpot, this is the first AEO solution that uses CRM context to suggest prompts that real customers are likely to use in AI tools.

Where other tools let marketers guess which prompts are relevant, HubSpot uses:

• CRM data;
• customer behavior;
• market context;
• competitive information.

As a result, recommendations become much more relevant.

Availability

HubSpot AEO is available:

• as a standalone tool starting at $50 per month;
• or integrated within Marketing Hub Professional & Enterprise.

Update 3: Breeze Assistant will be trained on Loop Marketing

HubSpot continues to expand Breeze Assistant and now links it directly to the new Loop Marketing framework.

Many AI tools still give pretty generic marketing advice. But good marketing is all about nuance: knowing who your ideal customer is, what your brand sounds like and which campaigns connect with your target audience.

That's why HubSpot is increasingly focusing on contextual AI.

Breeze Assistant now helps marketers with, among other things:

• defining CPIs;
• creating brand guides;
• campaign briefs;
• campaign planning.

But the big difference is in the context the assistant uses. Namely, the output is based on:

• CRM data;
• campaign performance;
• website analytics;
• brand settings;
• customer information.

As a result, the output feels less generic and much more specific to the company itself.

In addition, HubSpot has made Breeze Assistant smarter within the platform itself. The assistant now better understands what page you are working on and what you are trying to do. As a result, a marketer gets different recommendations than a sales rep.

Content creation also automatically aligns better with existing brand settings, allowing teams to work more consistently without constant manual adjustments.

Update 4: Breeze Prospecting Agent automates prospecting from A to Z

HubSpot is taking a big step toward AI-driven sales with Breeze Prospecting Agent. In fact, this agent does much more than just write emails. It actively monitors:

• buying signals;
• funding rounds;
• job postings;
• technology usage;
• website activity;
• form submissions.

And then uses that information to automatically find prospects AND prepare outreach.

Why this is important

Many sales reps still spend hours:

• account research;
• gathering contact information;
• personalizing outreach;
• organizing follow-up.

HubSpot aims to automate most of that process. The Prospecting Agent:

• identifies buying intent;
• finds relevant stakeholders;
• enriches contacts;
• writes personalized outreach;
• provides reminders for LinkedIn or calls.

This allows reps to focus more on conversations and closes.

What makes the agent special

The agent works directly from your CRM data and combines it with external data sources such as:

• ZoomInfo
• Apollo
• Surfe

In addition, you don't pay for monitoring, but only for recommended leads:

• $1 per lead;
• includes 28 days free trial.

HubSpot clearly positions this agent as an AI sales teammate, not a stand-alone assistant.

Availability

Available within Breeze.

Update 5: Smart Deal Progression lets your CRM think with sales

In addition to Prospecting Agent, HubSpot also introduced Smart Deal Progression. This is one of the most interesting AI features from Spring Spotlight because here, for the first time, the CRM is really actively thinking along with sales.

Many sales reps spend time on administrative tasks every day:

• processing notes;
• updating deal stages;
• creating tasks;
• writing follow-up emails.

This not only takes time, but also regularly creates contaminated pipeline data.

Smart Deal Progression attempts to automate most of that process.

After each sales call, HubSpot automatically analyzes transcribed calls in conjunction with CRM data such as previous emails, notes, deal history and forecasting logic. Based on that, the system itself suggests updates.

For example:

• a modified deal stage;
• a new close date;
• suggested next steps;
• automatically generated follow-up emails;
• tasks based on action items from conversations.

What makes this feature interesting is that HubSpot goes beyond simple AI summaries. The system actively tries to think along based on the entire account context as well as the way your team works.

The CRM is thus slowly changing from a registration system to an active sales assistant.

Update 6: Customer Agent solves support questions independently

HubSpot further extends Breeze with a powerful Customer Agent for service teams.

Support teams often spend an enormous amount of time on recurring questions and standard tickets. With Customer Agent, HubSpot wants AI to handle much of those calls independently, giving support staff more time for more complex cases.

To do this, the agent uses not only knowledge base articles, but also CRM data, previous conversations, emails, notes and call information. As a result, responses become much more personalized than traditional chatbots.

An important update during Spring Spotlight is that Customer Agent is now also deployable for email support. And that is precisely where many companies have the biggest ticket pressure.

In addition, teams get much more control over how the agent works. For example, they can set specific guidelines for tone of voice, determine during which hours AI can be active or deploy the agent only for certain ticket types via workflows.

According to HubSpot, teams that see Customer Agent combined with Help Desk:

• 50% more resolved tickets;
• 29% faster resolution;
• 70% of calls resolved by AI on average.

On top teams, this even runs toward 90%.

Twelve now resolves 87.5% of support tickets with AI thanks to HubSpot Customer Agent

A strong example of AI agents in practice we see at Twelve, read the full case study here. A month ago, we set up the HubSpot Customer Agent there to handle recurring support questions automatically.

By training the agent on knowledge base articles, CRM data and previous support calls, Twelve is now able to resolve 87.5% of support tickets entirely with AI. As a result, customers get answers faster and the support team keeps more time for more complex questions and personal customer contact.

The case shows well where HubSpot is moving with Customer Agent: AI that not only supports, but actually takes over operational work within customer service.

Here, too, HubSpot opts for a low usage-based model.

Pricing model:

• 28-day free trial
• Thereafter $0.50 per successful resolution

Questions about the Product Updates?

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Until the next update! - At Webs, we'll keep you updated. 🚀