HubSpot Updates 6/16/2025

Wake up Customer platform. It's time to start the day. Discover all the value you already own. Don't absolute 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 Wake up. Waiting for you. 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 the platform value you already own. I'm Chris Carolyn, joined by my co hosts Casey Hawkins and 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. That be Monday, June 16, 2025. How's the weekend? It was good.

How was your father's Day, George?

Chill. Very chill. Because my wife and two daughters were gone, so. Oh yeah, My one son who happens to be also be a gamer sometimes sleeps during the day, so it was super chill.

Yes. Happy belated father's day to all the fathers out there. I appreciate you allowing me to live vicariously through you when I feel the need to do so. No kids myself. So how about your weekend, Casey?

I have enough for everybody.

It was good. My nieces came to visit and we went to build a bear. So you know, just a crazy.

How many bears were built?

3.

3.

Nice.

There are two nieces and then they got one bear for their brother.

Well, that was nice of them.

It's not their money so yeah.

Nice.

Of whoever's money it was then. It's good to focus on the the important things. Speaking of important things, we can automatically add video captions to YouTube now. What is it? You can now automatically add captions to videos you post on YouTube from HubSpot.

This matters because while YouTube Auto generates captions, their accuracy often falls short. HubSpot's AI generated captions offer significantly better precision and readability, improving accessibility, engagement and cross platform performance. Shots fired.

But yeah, that's what I was gonna say.

You can do it on YouTube. Let me translate. It's crappy and we're not like okay.

Is that really the case you think?

I love. Yes. Historically they now it might be better now. Like somebody might be talking out of their own like historical understanding but if HubSpot's getting better, I'm sure YouTube is getting better with all the AI technology there is. But historically this is a true statement. But here's the deal, like why even worry about it if you're going to report in HubSpot, if you're going to publish from a HubSpot, because you can now publish to YouTube from HubSpot. Why not just do the captions here, same place, like streamline your process? So I love this.

Yeah, for sure. And quick. How does it work here? Because there's lots of things you need to click on in order to be able to do this. With AI file analysis enabled, HubSpot automatically generates caption files for all uploaded videos. Then if you are enrolled in the AI powered video marketing platform, Easy and Fast Video Marketing Beta, you can generate caption files using AI on a case by case basis without enabling AI file analysis. Did not know that. You can also manually upload caption files in VTT format and then HubSpot shares the caption file when posting videos to YouTube. Interesting. I can definitely see it being better if it's, if it's communicating or you know, influenced by the brand, the brand guidelines. And we're saying like every time you see this word, make it look like this word and you know, because that's the hardest part, especially in technical organizations like acronyms. And not only is it hard to be accurate, it's very easy to misinform when it's not accurate facts. Because the wrong acronym and do do a lot in terms of misdirecting. Looks like we can also do it to X Automatically send video captions to X Formerly Twitter. How long do we need Twitter?

I was just like, also known as Prince, AKA the sign. Like how long? Yeah, I'm with you, Chris.

What is it? You can now automatically add captions to your social videos using AI generated captions or by uploading your own. HubSpot will include these captions when posting videos to X formerly Twitter, improving accessibility and engagement.

Why does it matter? Reach more viewers with accessible video content. Since most people initially watch videos without sound. Keep your scheduling and analytics centralized in HubSpot instead of posting directly to social platform to social platforms. That's kind of what you said before, George. So seeing more of that here, I also just, I feel like it's just like I don't like a bad branding exercise almost that like they still are calling it formally Twitter, but I mean.

Is there, is there a conspiracy or some like what is going on? Like if I listen, I I. For the last. Let me think, let me think. I was 9 and I'm 53. Do the math. It's 50. The 46. For the last 46 years I have not said. Formerly known as George Edward Miller. Like when my name got changed, my name got changed and I just moved for like. And it's in the platform too. Like you go into HubSpot and there's like Twitter. Like it should just be X. Yeah, it's X now.

I do doubt that George Edward Miller had had any kind of brand equity that you might want to hang on to, brother.

I mean, listen, the initials are a gem. I'm just gonna throw that out there, but I could, I could have branded the crap out of that.

But I will say I have so many questions right now. I feel like now is not the time. But like George did just open up something for me that.

Yeah, yeah, yep. Just go binge beyond your default or the Superhuman framework series and yeah, you'll be right up to speed.

Yep, you'll learn about it.

But all the tertiary, all the secondary and tertiary impacts of brand management like we're seeing here, where you have this whole ecosystem that is designed to support you and then when you just, you know, decide to change the name, impacts much more than most people think. Generate calculated property formulas with a I private beta. What is it? You can now use AI to generate custom equations for calculated properties.

Why does it matter? Building a custom equation for a calculated property can be time consuming. With this feature you can simply describe what you're looking to calculate and HubSpot will build a formula for you to test and modify. I'm. This is very cool mostly because when I create a calculated properly property, currently I go to ChatGPT, ask ChatGPT to make the property and then I paste it in and then I have to like make the properties make sense and stuff.

Yeah, those days are quickly going bye bye. You can just. Right here listen, I am not a mathematician, nor do I play one on tv. This is absolutely wonderful. Again you could go binge, watch beyond your default or listen and realize me and math, we have a long history because of a math teacher where it's like a whole thing. I don't have a thing with AI and AI doesn't have a thing with equations. So let's go, let's go.

Yeah, this is, I mean folks are getting, we're getting close. Like this is the step towards not having to answer this question but having like just say I want to see this, I want to see this in the CRM. Right. Like, and then it will just calculate, it will create fields, it will. It will allow you to see that stuff while creating some of this stuff in the background and you won't ever have to deal with calculated properties again. And that's a world that a lot of people want to get to. Sorry for all those that like this part, you'll still be in the loop to check a lot of this, but might not be needed after this year. So just a heads up there. Very cool to see them moving forward quickly on this. And we talked about it last week. Like there are a lot of people that feel like Breeze has not been up to speed and they've been correct in a lot of ways and they have not even thought about looking in that direction because of that and they're making progress quickly.

I'll just say that, yeah, it's time for. If you looked at it historically, especially if you turn on the. The beta. If you've looked at it historically. It's funny, I've said this about so many things about HubSpot historically. Like if you've looked at the HubSpot CMS historically, it's time to take a double check. Like if you're like before co pilot, what was it called?

Chat spot.

Yes. If you were like chat spot.

No.

And you're like first, first version of the copilot, like now it's time to just like. And by the way, the sound effects are free this morning. Time to go look at this bad boy again. Sign up for that beta, go see what it's doing. It's AI and HubSpot is becoming the real deal. Holy field.

Yeah. And I don't know if I mentioned on this show last week, but one thing we learned at the AI summit.

Is that see that flex right there?

Still, it's another, he just can't stop.

I go so I can learn and then share that learning with. With the community. And this might have been the most enlightening part of the day was a decision that they made when they created the first version of Breeze, which was no mistakes at all costs, no hallucinations. We're going to tighten everything up because we think that like that's what the customers want. And because of that, Breeze has been in an, I don't know, I can't do that mode most of the time, which people have not liked. The team talked to customers, customers said they were okay with some hallucinations as long as it could do a bunch of the stuff they were asking it to do. And now they're rebuilding breeze like to serve that. So again like been saying this for a long time, people point at AI as if it is the one not up to speed when that is a human based decision to build it out in that way because they, they thought they understood what the market wanted. Right? So it was very insightful to hear that and made me even more optimistic for what the next breeze looks like and feels like. Number four Validate and format phone number workflow action. What is it? You can now clean your phone numbers automatically and in bulk using dedicated workflow action.

This matters because clean, accurate phone number data is critical for modern businesses. However, it can be time consuming to clean thousands of phone numbers across records, especially if junk phone number data has already been brought into the CRM and accumulated over time. By setting up a workflow to clean your phone numbers automatically, you can ensure that phone numbers have a valid format. For example the E164 international standard as we all know and even set up a default country code that will be appended to phone numbers that are missing. You can pair this workflow with CRM phone number property validation rules to ensure that phone numbers enter the system system in a valid format and clean up historical phone number data. So this is nice for if you're import. Okay, so if you're importing data.

Or.

If you have data already in HubSpot in the phone number field. That's dirty. I'm following. I got it.

George.

Oh, here we go.

Clean accurate phone number data is critical.

Oh, here he comes, Here he comes.

Yeah.

Correct or incorrect? Correct. Tell me why.

Well, listen, I'm gonna get, I might get hate ma. Human conversations are important. Everybody has historically been focused on a conversion, AKA a form. I feel like for the last so many years that's slightly been an easy button. We are moving into a world where people are going to want more human connection, more authenticity. We are moving into a world where it is a trust economy. Like everybody's been saying the word trust. An entire economy is going to be baked off of it. Stay tuned for more of that in my inbound talk. I now am moving more into book a call with me or call me calls to action than I am convert on this form because I want to have human to human face to face, whether it be zoom or not time. That's where I feel like the world is going. If you haven't been getting phone number or mobile phone number and if those numbers are trash in the next six months, next year, next two years, next five years, you May go oopsie. That's, that's my brain dump for you, Chris.

I think that's fair.

My parents asked me the other day, they said, if someone wants to get in contact with you, how should they do do that?

Smoke signals.

I, I was kind of dumbfounded. I was like, they have to know me.

Like, there's my LinkedIn.

That brings a whole new importance to my buddy book. The book Known. Yeah. If you have not read the book known on the back of what Casey just dropped, because that was like one of those silent bombs. How do they get a hold of you? They have to know me. Like, anyway.

I can tell you my, my gut reaction after I read that sentence. Clean, accurate phone number data is critical for modern businesses. I said, is it? But then I realized that a lot of the apps and like the phone in your hand, right. Phone numbers are more standardized like across the world than things like social. Social Security numbers. Right. Only people in the US have a Social Security number and it's being used as that, like a form of identification. Right. Worldwide, including in the apps that are moving towards, you know, all of this AI based, like purchases and like tying you and your identity to your phone number.

Yeah.

In ways that we haven't seen before.

Let's go back to X for a second. You can sign up with your phone number. When you're signing up, it asks, do you want to bring friends along? Like it's, it's, it's looking at known phone numbers or known emails or phone numbers in your contact. Like, shoot. Over the weekend we set up a new sub stack. It gave me the step to like anybody in my phone. Do you want to connect, like invite them? It's like, yes, Chris. Like it's important as we move forward.

Yeah. So even in my case where I don't still want to talk to anybody on the phone, for others out there who might be in that mindset, I think there's some identification reasons already here to want that as a piece of data that is correct and clean for all your contacts in the system. Especially as we move away from email being the end all be all of how you get contacts from Social and HubSpot. So I'm gonna hunt and search for these other three. Introducing email restore Email restore Introducing email restore and management capabilities. What is it? Portal admins can now view, restore and permanently delete previously deleted marketing emails directly within HubSpot. You'll also see exactly who deleted each email and when giving you complete visibility into your email assets.

This matters because when moving quickly Mistakes happen. This feature addresses the challenges faced when important emails are accidentally deleted by providing admin. Deleted by providing admins with data recovery. Restore accidentally deleted emails, preventing the loss of critical marketing assets and saving time and effort in recreating them. Enhanced accountability See exactly who deleted an email and when, allowing you to identify and address potential errors or issues with your team's workflows. Improve control Gain greater control over your email assets with the option to permanently delete emails, ensuring proper proper cleanup and management of the email library.

This. Is, this, is this a big problem?

I don't know if I'm, I don't know if I'm one to talk to about it. Like, for me, I have a small portal, I have a small team. There's not a lot of deleting of emails to begin with, let alone anybody but me deleting the emails. So like, unless I go on like a wild, like, I don't know, bourbon bender and like, why did I delete all my emails? Like, no, I'm just kidding. I'm joking. Sorry, that was, that was terrible.

But I'm very rarely deleting emails. I'll archive them, but I guess and it's also kind of hard to delete. Like, they make you like, type in your portal id. Not that, I mean, not that that's hard, but like, there are some things in place. However, I, I can see a world where a new employee comes in, starts deleting all the old emails. Like, I can see the world where this is a problem.

Yeah, there's an element of maybe we need more training and enablement around this tool so that people focus on cleaning other things up in the portal and maybe not emails. But if you make these mistakes now you can walk it back. Smart frequency suggestions and score quote Event not occurred in scoring apps, what is it? For both lead and health scoring, you can now leverage smart suggestions to build comprehensive frequency rules, ensuring all occurrences are covered when scoring an event. Additionally, you can now allocate points when an event has not occurred.

Oh, sorry, I thought you were going to read the parentheses there. I guess you're right. That doesn't actually mean anything occurred zero times. Thanks.

Why does it matter? Casey?

These enhancements ensure your scoring rules with frequency are complete and accurate. Smart suggestions give you the COVID give you, guide you to cover all relevant frequency ranges and help prevent overlooked scenarios. So scoring for events that have not occurred, occurred, 0times allows for more precise identification of disengaged leads and customers, providing a deeper understanding of engagement. Previously, you could only customize Frequency with ad frequency range and selecting between. Or at least now you can also leverage smart suggestions and select exactly to score zero times and other values.

Are you excited about this, Casey?

Your scoring domain, that was my exact. I was like as this was going down, I'm like I wonder what Casey thinks about this.

I kind of lost the plot somewhere in reading. I'm actually scrolling because one thing I got a little confused about was it's said something about you can leverage smart suggestions and select exactly. So that made me wonder if you could only use this when you're using the AI scoring. However, looking at the screenshots quickly, it doesn't seem like that's the case. Which is good. Assuming that's true that you can use this if you're building your own score and not only in the AI score, which would kind of be weird, then I'm happy about this because it is nice to say subtract if they have never opened an email, for example, I can see a world where I might want to do that or maybe add points if they've never bounced an email. There are instances where specifically that exactly zero matters. The one thing I'm not sure about until I test this is some of those properties. Is it exactly zero or is the value unknown? This is getting a little nerdy. Yeah, I know we. I know, I know this audience is probably not and I don't. It doesn't seem like there at this point is an option for clicked emails is unknown. However, if this is in the engagement score section, then I suppose the answer is zero, not unknown.

Yeah, that was a. I love when you get nerdy with it. But by the way, at some point we need to like maybe if there's show notes to this we should get some sort of like master link to like all the stuff Casey has done on lead scoring like because it's. It's quickly becoming a large resource of goodness that people should be paying attention to.

I made a page just for George.

Yes, give him the URL.

Casey, feel free to add those things to the show notes when you. When you load up. The description Chris is like allow me.

To not only flex today on the show, but to give you more work.

She already does it. I just want to make sure she knows. Feel free to promote.

I can self promote in the show when appropriate. Now by the way, suddenly all of the show notes have also visit Casey.

Hey, I'll slide you five bucks if you put sidekick strategies in there. Just saying.

I wanna. I want to join the scoring roundtable tomorrow just So I can talk about how Content Hub does not get this. Like what is happening here?

Once again, I. So I did a thank you. Thank you. Now that I have a platform to talk about this. The new scoring tool. Content Hub doesn't get it. Sales Hub does not. It's basically just marketing and service. So I do. I've been using a workaround for my teams that don't have the new tool which is basically just creating. It's just creating lists. That's it.

Guys.

I, I want. God. Okay, I, I want to be stuck in a zoom meeting with Casey for about an hour maybe, maybe more.

I was like, George is like 60 Minutes. And then Casey, we gotta.

Because I have this historical thing that I built years ago and I would love to unpack how it could be resurrected because you mentioned lists and I used a lot of lists for this and it came from Marcus Sheridan. They ask, you answer and realizing like the magic number of pages, 30 pages and they would. Anyway, if you don't know, get the book. There's a new one out. It's not even my book and I'm helping promote it like anyway. But I'd love to get into a room with you and talk about this methodology I built called Radar Research Revenue. And it's because the historical problem with most scoring is nobody knows what the F the number means. And so what I did is I built this system where it would actually. There were emails and there were lists and there were. It used HubSpot scoring property. But then it would, it would literally deliver like reverse engineered lead sheets. When somebody reached like a HubSpot score of XYZ points or they were in a list that was page views is over 50 because they could sell the stuff to me like. And so like. But it was, it was action oriented. Meaning this human should be on your radar. This human. You should be doing some research. By the way, we should have driven some revenue yesterday and like taking all that, you know, in your brain and all of like what I historically had built with that and like building a system where people actually understand what the flip they're supposed to do based on the thing that's being delivered to them. Wow, I totally digressed there for a second. Anyway, I'll show.

No, I can. Chris is. Chris's eager. I could see the eagerness in Chris's eyes from.

For which part? To talk about value for scoring or talk about Shopify or talk about Round Table tomorrow talking about scoring.

That's all of that.

Yeah. Stay tuned George and listeners. More scoring help on the way. And there's going to be a Value for Scoring roundtable tomorrow at 2pm Central, 3pm Eastern that we're gonna start diving deeper on this stuff. We know the migration sunset of the old scoring tools are end of August. Is that right, Casey? August 31st and I've heard it impacts a lot of people, so oh yeah, we're gonna do our best to help you with that. And last for today, Shopify App Update E Commerce Customer CRM Card what is it? The Shopify Data Sync app for HubSpot has been updated with a new Shopify CRM card that provides a comprehensive, unified view of your E Commerce customers. You can now see total orders, average order value, product views and sales trends directly under the Overview tab in the middle column of a contact record in HubSpot.

This matters because you'll save time by viewing customer purchase data without switching between systems or building manual reports. The visual sales graph helps you spot buying patterns instantly, while AI powered insights highlight key takeaways about each customer's behavior.

And if you want to learn more about the Shopify HubSpot integration, Part 4 coming today of special series I did with Stefan Lankar about managing the migration and helping people that were getting sunset from the old migration today. It's led to reports and dashboards. All the other things we talked about, data modeling and orders versus deals and strategy and whether it be native or custom integrations, we all do that so that we can create visibility in reports and dashboards. So that's what we're going to be talking about today at 11 Eastern 10am Central. So that's where we'll wrap for today. Remember folks, you probably already own the solution you're looking for in HubSpot. Sometimes you just need to wake up to it. Join us tomorrow 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 I'm Casey Hawkins.

Oh and I'm George B. Thomas and.

This has been Wake Up Customer Platform. Now go build something amazing. A great week 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 answers 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. Wake up. Wake up. Out. See what your system can do.