Every quarter, HubSpot releases new features and improvements. However, the Q2 2025 updates are particularly noteworthy: they make it possible to set up campaigns faster, qualify leads more intelligently, and automate customer interactions more personally. Where it used to be about small tweaks, we now see features that can fundamentally change the way teams work.

1. Journey Automation with Clone Function

The Journey Builder has long been a popular tool for designing customer journeys. What's new is that marketers can now clone complete journeys. This may sound simple, but in practice it means you no longer have to rebuild existing campaigns from scratch. Imagine: you have a successful nurture flow for a product line. With one click, you can now adapt it for a new target audience, without time-consuming copy-and-paste work. This significantly accelerates time-to-market and makes experimentation more accessible.

2. Research Intent & Buyer Intent

One of the most discussed updates is the introduction of intent data. Research Intent shows which companies and individuals are searching outside your own website for topics that align with your offering. Buyer Intent goes a step further: it shows which companies are visiting your site, which pages they're viewing, and how often. This allows you to quickly identify leads that are truly ready to buy.

In practice, this means account managers can focus on the prospects that truly matter, while marketing teams can tailor campaigns to the current search behavior of their target audience.

3. Smart Properties

CRM data is often messy and duplicated. With Smart Properties, HubSpot tackles this problem. Fields in your CRM are now automatically adjusted based on pre-set logic. This can be as simple as automatically filling in a company sector, or more complex, such as enriching fields with external data sources. The result is a cleaner CRM system and fewer manual corrections, giving teams more confidence in the data on which they base their decisions.

4. AI Agents

Perhaps the most striking update is the arrival of AI Agents. These are intelligent assistants that can independently perform specific tasks. Think of a Customer Agent that directly handles tickets based on previous interactions, or a Social Agent that not only writes posts but also publishes them at the optimal time and follows up.

For sales, there's the Prospecting Agent, which analyzes lead lists and makes personalized outreach proposals. Content teams benefit from a Content Agent that optimizes titles and CTAs and suggests new ideas. The effect: repetitive work fades into the background, while teams can focus on strategy and customer relationships.

5. From Intent to Results

What makes these updates special is how they complement each other. Imagine: a prospect repeatedly visits your pricing page. Buyer Intent raises the alarm, the Prospecting Agent classifies the lead as high-value and suggests a personalized email. The sales representative only needs to refine and send it. Then a nurture campaign automatically starts via Journey Automation, while Smart Properties keeps all contact details up-to-date. If the customer has questions after purchase, the Customer Agent handles the initial support requests.

The interplay of these features means less manual work is needed, speed increases, and customers receive a more consistent experience.

What Does This Mean for Organizations?

Early adopters report that deals are being closed faster and that sales and marketing teams are noticeably saving time. Support teams have more room to focus on complex inquiries, as simple tickets are handled by AI. The most valuable insight: these updates deliver measurable ROI, not only for large enterprises but also for mid-sized organizations seeking scalability.

Checklist: How to Get Started Today

If you want to get started right away, it's best to begin small and expand step by step:

  • Start by cloning an existing customer journey and experience the time savings.
  • Activate Buyer Intent to see which prospects are already showing interest.
  • Experiment with Smart Properties to keep your CRM clean.
  • Choose one AI Agent, for example the Prospecting Agent, for a pilot.
  • Measure the results and then scale further.