HubSpot Customer Platform Updates - 8/18/2025

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Wake up, Customer Platform. It's time to start the day. Discover all the value you already own. Don't let solutions slip away. Wake up, customer platform. The tools are at your hand. No need to sleep on capabilities that can help your business stand. The answer's right before your eyes. You just need to realize Wake up, customer platform and watch your business rise. Wake up. Wake up. The platform's waiting for you. Do wake up. Wake up. See what your system can do.

Good morning, HubSpot Nation. It is time to Wake Up Customer Platform with your unofficial HubSpot Updates morning show where we help you discover the platform value you already own. I'm Chris. Carolyn, joined by my co host, George B. Thomas. We are here every weekday morning to make sure you're not sleeping on HubSpot's true capabilities. If you're joining live, drop a hello in the comments and let us know what you're building in HubSpot today. Happy Monday, August 18th. George, how we doing?

Good. Happy Monday, Chris, how are you doing this morning?

I'm doing all right. Doing all right. Feeling well, rested. Quality weekend on the. On the rest scale.

There you go.

Always a good thing.

I love to hear that you have many of those weekends that might not be that. So it's. It's good to hear that. I'm. I'm curious. I opened my tab this morning. You haven't shown your screen yet. I'm curious if we're seeing the same things. It's always a crapshoot if. If you're gonna have 55 updates to my five. So we'll see. Today I see three, so I'm super curious of what you have on your end. Yep. You have more than three. Okay. Well, we've. We've got a show.

Just five, though. Yeah, we've got a show. We always got a show. Yeah, it's all good. Yeah. And right now it does feel like the Monday. The Mondays are. Are light. I guess the team does take some time off on the weekends because. Which is a good thing. I think we also might need to come up with a plan during Inbound as we record those shows.

Right.

I feel like everybody's busy with inbound, so there's less product updates on the page. So I'm sure we'll cook something up. We'll have something to talk about while at inbound, I think.

Yeah. I'm sure we'll hear about new things and updates that'll keep us talking for multiple days.

Yes. Yes, indeed. Really excited for that. Just a few weeks away. Yeah, it is let's, let's get into number one here. Mirroring company data across multi management accounts. This one is live. What is it? The multi Account management data mirroring feature now supports mirroring the company object in addition to the contact object.

Nice.

When enabled, if a company exists in each HubSpot account, specific data from the company record in the source account will be visible in the company record of the destination account.

So why does this matter? Well, without data mirroring customers with separate HubSpot accounts, like visibility into overlapping prospects and customers, leading to inconsistent customer experience and suboptimal outcomes, with data mirroring, you can access all organizational data about your customers across different HubSpot accounts. Yeah, love this.

This is a beautiful thing. Let's touch on who gets it here. We need at least two HubSpot accounts. Of course.

Yeah.

Where at least one account has marketing Hub Enterprise.

Okay.

Because of course we're associating this with Marketing Hub. Each, each connected account has professional or enterprise subscription to any HubSpot product. And users accessing mere data must have a Sales professional seat, Sales Enterprise seat, Service Professional seat, or Service Enterprise seat.

Interesting.

Why. Why are we tying this to Marketing Hub Enterprise, George?

Well, that's my question immediately when I see this is like Marketing Hub Enterprise and then there's no marketing seat. By the way, anybody ever realized that there's no like marketing proceed or like anything like that? So I, I don't know. My, my big question too, Chris, is like, it's a question slash statement is there must be a lot of organizations that have multiple portals, which I would never have thought like, yeah, there's, you know, there's multiple organizations or enough that have multiple portals that this solution would be needed. But it must be or else we wouldn't create it. So.

Yeah, well, we're seeing a lot of. For me, it feels like more and more and maybe it's just because I hang around you and Joshua Oakes this franchising business model. Right. And maybe this adds some fuel to my fire in terms of this is on the company object. If you've chosen the route that is not trying to. Trying to leverage parent child relationships of company records and you've chosen to create some kind of custom object for locations or whatever that looks a lot like a company record, but is not a company record.

Whoopsie.

This misses you.

Yeah.

Right. So maybe a second worth it because a lot of times my understanding in these situations, we've got headquarters that kind of needs to understand the entire picture and they want to enable other franchisees and all the people underneath with data that they have, but they can't necessarily give them the keys to the kingdom either. So the separation of portals is important, but there's been this super clunky lead handoff and lead visibility and, and all this stuff.

Yeah.

So very curious to see, you know, how this plays out.

Well, and here's my question to you. Do you think that this ever grows to where it's just like all the objects, like we got contacts now, we got companies. Does it end up being where it's deals and it's, you know, custom objects or, or is there a place in this one that the line should be drawn? I'm. I'm curious to see what happens in the future.

Yeah, this is where I'm sure like data regulation and stuff is harder and harder. Like once people are deciding their own objects for things and also just messier and messier. There's a lot HubSpot can do to help maintain this since we're using one of the core objects. So hopefully at least your location objects or your custom objects that you're using at least look at the company records to maybe get some information from there. But hopefully I know a lot of people that like to just keep everything separate because it carries clear reporting and all these reasons. Yeah, might be some opportunity there for you. Number two, today we've got AI referrals in website traffic analytics data button.

Maybe we'll see.

What is it? A new traffic source classification in website traffic analytics that identifies visitors arriving via AI platforms. Example ChatGPT, Claude Perplexity. When they click on cited sources, this feature automatically detects known AI platform domains and surfaces them as their own source category in reporting.

Yeah, go ahead and run over and hit this beta button. Up until this point it's been a crapshoot. I found it in multiple different locations, so the fact that it's going to get bucketized is amazing. But why does it matter? Traffic from AI platforms is currently grouped under other websites, making it impossible to measure AI's impact on lead generation. By clearly identifying AI referral traffic, you can better understand how these emerging platforms contribute to awareness, engagement and conversions. HubSpot yeah.

We appreciate the visibility for sure. Let's say we do better understand how these emerging platforms contribute to awareness, engagement and conversions. Then what?

Plan strategy and figure out what that strategy means for you. And most likely you're probably sitting at the point, maybe I hate absolutes that you haven't really spent equitable amount of time in figuring out how to get your content Actually to show up in these new sources that you'll be able to see in your housewalt portal. So maybe take some time to, to do that research, strategize. Hint, hint, hint. Create content. Okay, now stop there. I'll just stop there.

It'll be super interesting to see how clear cut it can be inconsistent. Like because SEO and that whole infrastructure, like we had it made like connecting all the dots very easily to keywords. And I doubt it's going to be that straightforward with AI, but we'll, we'll.

See because it's always hard to measure humans.

Yeah.

You know what humans can do inside of AI? Be humans. You know why? Because they don't have to follow a track of keywords. So you know what you need to do? Hint, hint. Create content for humans. Okay, I'll just, I'll stop.

Yeah. Our whole show yesterday was about the importance of custom instructions.

Oh God.

Yeah, and like there might be somebody, somebody that has custom instructions like only show me HubSpot articles like my stuff. Wow. Right?

Maybe don't.

But yeah, yeah, you get to that point by creating trusted content. So either way it's always going to come back to that. Speaking of more citations, this one's super exciting. Citations in smart properties.

Screenshot, screenshot right there.

What is it? Smart and smart properties now include citations that show where AI agents found data, the reasoning behind decisions, and the sources used for that data.

Yeah, this is beautiful. This is a feature. This is not why we're here, but I love this feature in Delphi AI because it'll look at the content that actually why the answer came up. So the fact that HubSpot is bringing this into areas based on especially all the conversational calls and things like that data that it's going to have to be like, hey, here's where we got that from. But why does it matter? Citations provide transparency and trust. You know who else should provide transparency and trust? Humans. Okay, I'll stop. Citations provide transparency and trust in AI generated data. By showing exactly where information originated, you can verify the agent's research sources, understand its reasoning process, and see what supporting context influenced the results. This ensures you can confidently use AI enriched data for business decisions and customer outreach.

All right, yeah, this is, this is a powerful, underrated feature in HubSpot. Right now. I have to believe that smart properties and this is how you get over the trust milestones, folks. If we don't know where these great answers are coming from, it's a lot harder to trust and get your other members of your team to trust just because you can't answer the question. Yeah, where did that come from?

Yeah. Now before we leave this update though, who gets it? HubSpot credits okay, you know that Just letting you know that.

Yep, HubSpot credits. And if you're in Pro you have 3,000 and if you're an enterprise you have 5,000 even if you didn't sign up for it.

So it's just in there.

If you're not using agents, you're not ready for that. You're not using enrichment because you got plenty of your own data. Check out these smart properties. If you want to get some value out of those credits, you have number four New Forms Editor Reset Link Support what is it? When forms are pre populated with known visitor data, it can lead to confusion or incorrect submissions, especially on shared devices or when users switch accounts. This feature helps ensure that the right person is submitting the form and that you're capturing clean, accurate data.

Okay, why does it matter? We're introducing a new because this has been a thing, by the way. But we're introducing a new reset link option in the forms built with the. Ah, so it's been an option in the legacy form builder. It's now coming to the new editor, the new Forms Multi step. Make it look fancy Forms editor. Okay, so there's a reset link in there. When enabled, this adds a not you click here to reset link to the form. So if you're a nurse, if you're a librarian, if you've got a wife or a husband or a roommate and you're all interested in the same things, filling out the same forms from the same company, now you don't have to be Betty, you can be George or Chris or Raul, Ruben, whoever you are, you can be that person.

Yeah, and this is probably one of those things. In any of those use cases that you mentioned, that company could not use the new editor yet if all their customers needed this kind of functionality. Good to see the journey towards parity of all the new editors continues. Last for today Board view for Customer tab in Customer Success Workspace. Now we're talking. What is it? You can now view your customers in a board view in addition to a list view in the customer Success workspace.

Wow, okay, that was a short. What is it? But I mean, I guess it's right to the point. So why does it matter? This update gives you gives your CS reps the flexibility view customers in the way that aligns to the process. Hallelujah. Including a Kanban style view that enables drag and Drop movement between the stages. All right. They're getting all the woohoos Yahoo Yeehaws to this morning.

Available for service on professional and enterprise seated users because they are the ones that get access to the customer success workspace.

Yep.

But George.

Oh God, here we go.

I thought I was supposed to be using life cycle stages to do. To manage this journey.

What?

Because this is a custom, this is a company record that we are managing across stages in a, in a Kanban view.

But it doesn't have to be life cycle stages, especially when it comes to a company record anyway.

Yeah, I mean, I mean recently we were able to create Kanban views. Yeah, right.

Yes. But there are so many organisms. Well, first of all, there's so many things going around in my brain right now. One, there are so many organizations that use HubSpot that don't even have a clue that life cycle stage is an actual property because it doesn't have anything to do with their historical process. And they probably created some type of custom property or something to actually be able to create a flow. The other thing is like sometimes you just need to customize your process. One of the things that I'd love to talk about is wrapping HubSpot around your business. This is a great use case of doing that here. So listen, the third thing that comes to my mind is the days of you going into a HubSpot portal and it just being a HubSpot portal, ladies and gentlemen, that ship has sailed. It's gone. When you go into a portal, you got to prepare yourself to truly understand what is happening under the hood. Because it might look like HubSpot, but it might have a four cylinder, a six cylinder, eight cylinder, or no freaking engine at all dependent upon who has actually been running and building that piece of whatever it is that you get into.

Yeah. This is the kind of thing I got excited about way back when, when we started being able to customize life cycle stages and started getting pipelines across every other object.

Yeah.

And like there was a moment where I think they just turned on the board view. You couldn't necessarily customize it or use something other than lifecycle stages to see it. Knowing that this would be coming where up to now people have used things like the leads object, like deals, like other objects to try and say, okay, well this is a customer and I need them to be reported in that way on my lifecycle stage reporting.

Yeah.

But they're not. There's a journey that we need to manage here and all we have is drop downs and Things like that. And we can't give people the visibility they need to. To do it. So we create deals, we create other things to try and solve for this, when in reality it just clutters up the other spaces.

Listen, Chris, the amount of ticket pipelines that have been created because you want to do an onboarding process that now don't necessarily have to be ticket pipelines because, you know.

Yeah.

Saying it could be, hey, it's up to you.

Understanding from a relationship perspective. Like, just because the company's in onboarding mode doesn't mean this contact has ever talked to you ever before. Yeah, right. And they might be. That's the thing. Like, we label them as customer because they're in that company and they just. Somebody closed the deal, but they never met us before and we treat them like, oh, they must trust us. Their company paid money. No, in reality, they're like a lead. They're like stranger. Right. So very exciting to see this use case right away. After last week we talked about being able to use any property to create new Kanban board management views. So really cool. And I'm pretty bullish on the customer success workspace as a whole to help teams manage customers outside of the sales process. Seeing some good feedback there. Oh, only five today. I don't think we have an admin hug this week either. I'm excited for next week's though, George. Yeah, yeah. Our. Our friends on the video team. The admin hug next week to the world. Yeah, yeah, they've been. They've been up to some stuff. Yeah. We'll be on with with Casey Lair today with Lead Scoring Mondays. She's having a lot of fun doing her value for scoring workshops and masterminds. She just opened that up to for free access. So pay attention to her. If you're. You see this lead scoring sunset looming, which is just 12 days away now.

Yeah, I think something like that.

To get on that and excited for the data summit coming up on the 28th next week. If you want help with understanding your data, especially in context of all these life cycle stages and journeys we've been talking about. Excited to bring that to the world with over 20 experts next week, August 28th, just before inbound. You got any more women of HubSpot podcasts?

Yeah, after this, we're doing a Hub Heroes podcast. We're gonna do our last inbound 25 edition so we can get some different things out around that. And then we've got a woman of HubSpot interview later today as well. That will be coming out. And this one is with Christina K. Uh, that will be interviewing her and getting her on the Women of HubSpot page over@ psychicstrategy.com of course it'll be on Apple, Spotify, YouTube, all that good stuff as well. But yeah, a nice content rich day and client servanthood day is what today looks like for us over here.

Awesome. And I cannot forget, Kyle is back this week so taking a break from his break during inbound season. So he'll be back with us this week on the HubSpot helpline, which streamed from the profoundly LinkedIn page Fridays at 3pm Eastern, 2pm Central. So excited to have him back. I get to go back to my coming back from the shadows situation. Yeah, indeed. Yes sir. And that's real wrap for today. Remember folks, you probably already own the solution you're looking for in HubSpot and it might be these smart properties. Check them out. Sometimes you just need to wake up to it. Join us around morning live at 7:30am Central or catch us anytime on Spotify and Apple Music. Drop your biggest takeaway in the comments and let us know what capabilities you want to wake up to next. Until then, I'm Chris Carolyn and I'm George V. Thomas. And this has been Wake Up, Customer Platform. Now go build something amazing. Have a great day everybody.

Wake up, Customer Platform. It's time to start the day. Discover all the value you already own. Don't let solutions slip away. Wake up, Customer Platform. The tools are at your hand. No need to sleep on capabilities that can help your business stand. The answer's right before your eyes. You just need to realize Wake up, Customer Platform and watch your business rise. Wake up. Wake up. Your business rise. Wake up. Wake up. The platform's waiting for you. Wake up. Wake up. See what your system can do.