HubSpot Updates for 5/15/2025 #HubSpotCRM

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 hosts Casey Hawkins and George B. Thomas. We are here every weekday morning making 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. It's nice to have a full crew. Welcome to Thursday, May 15, 2025.

Yeah, I get to do a lot less reading today.

George. It's not easy. It's not easy being me, not easy being Casey.

I'm just gonna throw that out there.

Yeah, it's not easy explaining the why to everybody, is it?

It's funny whenever. Whenever I'm in a situation where someone's. I don't know, I feel like I get in these situations a lot. I feel like as an adult I shouldn't be saying this, but when you're somewhere and they're like asking someone to read aloud, I don't know, I'm always like, I'll do it. I do this all the time. I'll just do it.

There you go. Only one way to get better at it.

Yeah, it sounds like me at family functions for like the prayer before we eat. George, can you do that? Yeah, sure.

I did feel like I was really close to pivoting from the normal structure because I could feel George just held back by having to read. Read the HubSpot script. But I think it's important that we share the HubSpot point of view as they introduce these things to us. Oh, yeah, because there's a lot of insight when you can understand that. And then you can also give feedback to say. Maybe we can think about it this way too. Product team. Yeah, and they appreciate that feedback. So a light day here.

What Brian say, feedback is the breakfast of champions. I forget which inbound that was, but there you go.

We'll dive in today with a super interesting one that I have no idea. I love all the words in it, but interested to see what it means. Enroll in HubSpot payments from the App Marketplace.

Wait, what?

What is it? HubSpot Payments is now available in the App Marketplace. You can quickly learn about HubSpot payments functionality and pricing and start enrollment directly from the Marketplace.

Oh, why does it matter? If you previously searched for payment processing app providers in the App Marketplace, you couldn't easily find information about HubSpot's native payment processing product, HubSpot Payments. It's easier than ever to make informed decision about how you want to process payments in HubSpot.

Yeah, this was a smart move. This was a smart product team move. I'm.

Yeah, here's the thing. It wouldn't make my top five if we had more than.

Well, it should. Like, shame on you, Kasey, because what's happening here is HubSpot's like, hello, we have payments that are easier than any other payment processor you've ever used. Please come look at it. Yeah, you're already paying. It's already in the beep, beep.

Like the marketer in me. It's. I don't know if it was Jack. I don't know if it's somebody on Jack's team, but whoever you are, raise your hand, let me know, because the marketer, me, just fell in love, like, so much now, where I'm like, oh, this is a ninja move. Like, so smart. So smart.

Yeah.

The only thing that would have been smarter is a link to that. But. But here's the thing.

It's right down here. That's right down here, bro.

Oh, yeah. Hey, there we go.

See new HubSpot payments.

Boom. Yeah.

And it would be in the marketplace.

In a new tab.

What's that?

I'm glad that opened. In a new tab.

Yeah. Yeah, me too. It would have been difficult to remember the other two.

We have to do so many today.

Yeah. No, seriously, like, this is how it works, folks. App, Marketplace, Search, HubSpot Payments, View HubSpot Payments listing, click install. It's actually amazing that this is unfortunately an easier route than have been because most people aren't going looking for commerce in HubSpot. So. Awesome. Great. Great work, team. Hopefully this gets some. Some more adoption in this fantastic tool that they're putting so much effort into. High cardinality associations. Phase three.

It's funny, I just. In case you didn't grabo last night.

And I would point, like, hopefully, like, if you. If anybody out there has links to phase one and phase two, just feel free to drop them in the comments. Yeah, we. This is how fast they move, right? We just. We just kind of skip phases.

I personally know what this means from the name itself, if anyone was wondering. We can keep reading for everyone else, but just.

So what. What is it? I mean, apparently Casey doesn't even need this. I should just let her go. HubSpot is rolling out pricing and packaging changes, unlocking higher association limits for select association types. Phase three, private beta. May 2025. For customers enrolled in this early beta, limits for select association types will be increased. Contact, deal or ticket associations per company. Increase your limit to associate companies with up to 500,000 contact, deal or ticket records. For example, associate one company with up to 500,000 contacts. I want to see that company right record.

Oh, I, I can show you 1.

All custom object associations, enterprise only. Increase your limit to associate records with up to 500,000 records of a custom object or associate custom object records with up to 500,000 records of another object. For example, associate a custom object record with up to 500,000 contacts or associate one deal with up to 500,000 custom object records. This does not apply to custom object to activity associations. Example calls and emails.

Why does it matter? As your business grows, managing contacts, companies, deals and other records becomes more complex. HubSpot's high card cardinality. That's the word that I like. One association beta empowers you with the flexibility to associate more records in your portal.

So I think we need to call like Detective Bounty Hunter. I don't know, Dog the Bounty Hunter. Maybe we. Listen, Chris, you asked if anybody knows the links to phase one and phase two. They are elusive. They are very elusive. Because I searched high cardinality associations, only one came up. It was phase three. Yeah, I don't know.

Probably because this is the first time I'm seeing the phrase high cardinality associations. I don't know.

Like why is that? I think I'm. I get the update. I don't.

So how does it work? Higher association limits will be part of a paid capacity pack in the future. Portals who enroll in this beta to access higher association limits will have their limits reverted back to standard HubSpot limits once they have opted out of the beta or after the beta is closed. Definitely check out this Knowledge base article. I know this has been an issue as they've started. You know, definitely mid market enterprise use cases, lots of records and a lot of the limits that have been in HubSpot haven't, haven't worked for those use cases. But tell me, just because I'm. I'm having a hard time picturing it myself.

Yeah.

He said you've seen a company record with 500,000 contacts associated.

Oh, like just this. I have. I have seen a portal or portals where I get weekly emails that we are reaching the association limits or have gone past the association limits, especially due to a custom object. Things that are happening around things that I can't talk about that happen in that portal. But yes, I have. I Have run into this. I didn't think that I would ever run into this, but I have run into this.

I have a client that's run into this, too.

Well, I think it's easy. Like, from manufacturing, it's real easy to imagine the custom object use cases for, like, selling things. And if we're making, like, managing inventory and all these things for one company with 500,000 contacts associated, what is happening there? Like, give me that use case.

I could share my. I have a client in Ed Tech and there's students, there's teachers, professors. They're all in. They're all. They're all in there.

Okay. Yeah, that's fair. All right. But maybe we could have some. Some better company layering going on too, is all I'll say.

Chris's brain is slightly breaking right now. He's trying to keep going, but he's trying to figure it out at the same time. Bro.

It's just saying.

I've seen it.

Yeah, it's a conundrum until you see it and then you're like, oh, well.

I think this is where AI is going to help a lot of people too, because it's easy to. It takes a lot of time to, like, think through associations across objects and across layers of those objects. So what we end up doing is just like, oh, let's just associate it all together. Like, no matter if it's a parent or child, that way we can always see it. And I've always been curious on where that, like, stops. Like, where the right line is to say. Instead of associating everything together, let's just use the tools in the system to build the right lists, build the right visibility. So.

But are you thinking 500,000? Is that. Is that line.

HubSpot must?

Um, yeah. Well, since we've only got three. Here's what I'm talking about.

Chris's brain is like.

Because a lot of people, like, especially with ERP integrations and accounting integrations, like, let's use your school example, Ed Tech. And there is a district that we serve and they lead the it. Right. But then all the schools have all the devices. And since we don't need to track all the different locations in HubSpot, we do that outside of HubSpot. And it's the shipping location, it's the service location, whatever it is. So we don't even have those records in HubSpot. But that's where those contacts would be associated to if they existed. We're using other means, like labeling, like from a. From a drop down or something like that. And then we're just putting them all like on this one company record when it's not the best representation of the data. It doesn't integrate well with ERPs, and it causes customer teams a hell of a time trying to find information once it starts to like mount up like that. Heaven forbid having to have the customer having to wait through that in a customer portal that they're. That they're logging into.

Yeah, I agree. I mean, I know this example off the top of my head because it's a problem like to. In my client's case. Yeah. We have all these contexts. It's hard to tell which contacts are like the actual important contacts versus the students that are like not. Not important in this specific context. Not the buyers. Not the buyers.

Yeah, yeah. People we serve versus people that buy.

Careful. Oh God, I'm gonna cringe. Okay.

But definitely all the custom object use cases, a lot of them. It's very easy to hit those limits when you're talking high volume orders and post sales stuff that we're trying to manage. So. Good to see that expansion in process. Number three, language auto translation of primary app listing changes. What is it? It is now possible to auto translate changes to app listings. So ongoing updates made by app partners automatically reflect in all languages for that listing.

Why does it matter? Last year, HubSpot released the ability to auto translate app listings where app partners can decide to create translated listings using a toggle. However, this did not solve for ongoing or automated updates to those translated listings when the primary listing was changed.

Cool.

Nice. Nice. Hit that refresh, brother. Let's see if we've actually got.

Yeah, we'll see. Oh, hey, brand identity. We got another one. All right. And one of our favorites, I think. George.

Yeah.

What is it with brand identity? Your brand's key features like voice, tone, visual style, mission and competitive insights are pulled from your existing content automatically. That context is used to inform AI generated content across customer touch points, helping your brand stay effortlessly consistent as you scale.

Why does it matter? Consistent brand aligned content is critical in today's competitive landscape. Generic AI outputs often overlook the nuances of brand identity, leading to diluted messaging and diminished customers customer engagement. Brand identity addresses these challenges by integrating your brand's core attributes into AI powered content generation, maintaining uniformed messaging and tone of voice across your channels, creating content more efficiently with AI that understands what your. What makes your brand unique.

Yeah, yeah. You know you're knocking this out the park when people start to actually send you comments about things that you've written. And you fully know you didn't write it. I. I got a message the other day, this line right here, fire. And I'm like. I was like, yes, it is.

Yes, it is.

But. But I knew that it was fire because of what we're talking about here. The voice, the tone, the style, the goals, the mission, like the, the love or care that you put in to actually build a process that delivers something helpful and valuable. Like. Yeah. And anyway, like, there's. There's just so much good you could be doing in the world with the content that you're creating based on, like the things that brand identity help mere mortal humans get to. That some of us nerds have gotten to earlier in other platforms. That's. That's what I like about HubSpot. So many years, so many things, so many updates. It's. It's like bringing the difficult things to the masses. Yeah, we read this like it's easy, but it's not right.

Well, this is the right like to. To, you know, simplify this. This is critical because trust is critical. And if you are inconsistent, you lose trust. Super important. And now you have all the tools you need to be able to do that, including just asking HubSpot or AI to look at what you've already done and tell you what the tone is. You don't have to go into the six month planning sessions. Let's figure out our voice and our tone. So take advantage. It starts with if you have generative AI tools enabled. Gotta do that first, folks.

Yeah, it's. It's funny, Chris, you. You sparked something that I read this morning. It's this little line that I'm gonna read is part of a larger work that I was working on. But it. It says, words build trust. Trust builds loyalty. Loyalty builds legacy. Oh, my God. Like, the words you use and the way that you use them matter, people. That's. I'm just gonna leave that lay right there.

Yeah. But back to a dose of reality. All right. Back on my schedule, I was like, no way.

We're not gonna cover when we have three. I was like, well, now Chris has plenty of time. Yes.

We're gonna do it a little bit different, though.

There's two options. Bye, ladies and gentlemen. Have a great day. Or let's go to the calendar.

Yeah. And a little bit differently today. A few minutes with George here. I did not prep him for this, but I know he'll do a great job.

Oh, my.

So this line here, if you do not take These steps before May 15, 2020, 5, which is today, your HubSpot account will no longer be connected to Shopify, which may be responsible for a lot of revenue reporting in your portal, because it will no longer be connected to deals, and it will now be connected to orders. And there's no way to easily bridge that gap. So, George, somebody raised their hand and just realizes this. What. What is your, like, first three steps, like, they should take to understand. Like, wow, if I, like, all hell's gonna break loose if I don't solve this right now.

The first three steps.

Then give me the first one step, like, calm them down. Calm them down first.

Yeah.

Call Chris.

Yeah. Oh, Chris, there's my. No, go fix it. Well, and actually, like, so part of me wants to be like, no, I don't want to do that. Because literally somebody might be in this position. Like, and watch this. I don't want to be mean, but. But if I was to say something about anything else that wasn't related to this, I'd be like, pay attention. Think in advance. But no, I mean, in this case, Chris, I would just go fix it. Like, it is. It is today. So you literally have some time. Not a lot, but go fix it. And. And look, it's. It's a button installed data sync app. It doesn't seem like it's going to be too difficult to. To make the change that you need to make.

Right.

Have you ever done that? Have you ever, like, looked at something and you're like, oh, God, that's gonna take forever. And so you put it off, and you put it off, and then all of a sudden you realize, oh, dang on it. It took me 15 minutes all the time. I mean, come on.

Yep. So use the resources you have first. Step one, calm down. Like, take some deep breaths. Because that's where most likely they have not seen this and something else is broken. Like, the. The orders that they just got notified about on Shopify are not coming in as a deal, and we gotta figure that out. So I'm come over here to this easy to use product update card that walks you right through what you're supposed to do. Like, don't overthink it. So that's. Go for it, George.

I'm envisioning. I'm envisioning HubSpot support right now. All right, ladies and gentlemen, all hands on deck. Man the phones. Nobody's allowed to have 15th off. Like, we're gonna get the calls. Yes. My revenue is not working with my shop. Go hit the orange button. Oh, okay. Thanks. Like, oh, man.

Yep, that's that's all we got for today. Any, any last words before we send people on their way to this beautiful Thursday? No. All right, Any other, any other live sessions coming up for you, Casey?

My friend Tricia and I are unboxing the email. The new email templates beta this afternoon, noon Eastern.

The one where you can import stuff.

Are you talking about.

No, no, we're. We're a few weeks behind. We know we're. We're not that advanced.

You missed that one yesterday.

I saw it. I. Monday. I was in Monday. I didn't catch this show, but yesterday I did. So I did see that one. That sounds very cool. That was my favorite one.

Oh, nice.

Yeah, Pretty nuts. What time is that at Latricia?

Noon eastern.

Noon eastern.

11 central if you're in. Chris time.

You said 11 central, right? Okay.

10 mountain after that. I don't know because I don't know the time zones past that.

Yeah, if you're in Europe or something.

In the uk, yeah, it's global.

My time zone calculator is broke.

Speaking of that though, that does remind me of something I wanted to mention, especially as it related to that auto translate stuff. So much of why we want stuff to start happening in the portal, like whether it's data or content or whatever, is the ability of AI to transform it and draw insights very quickly and do things that we've always known we've needed to do and just haven't made the time for it or it's like requires a lot of manpower or specialized insight. I was listening to an AI podcast this morning and Mr. Beast came up in relationship to the gaming community and like, but him becoming one of the most well known people in the world and they attributed that to his ability to immediately internationalize his content using AI so that he has lots of different languages available for his content, where it's him speaking on the video and the lips match and it looks like it's him speaking a different language. Right. So might talk about it tomorrow and the skill show. But that ability to, you know, kind of find that leverage point and expose yourself to more audiences is, is a lot closer and more viable than you think it is. It just takes a minute to think about how it works, learn about how it works, not just throw out the Google Translates, you know, out there on emails. But that was something that was interesting to hear about this morning. So. And then I saw that, you know, auto translate for apps, so that that came to mind. So use the tools you have, folks. That's why we're here. And that's where we'll wrap. You probably already own the solution you're looking for in HubSpot. It's payments today. Like now. You can access it easier than ever via the marketplace. Sometimes you just need to wake up to it. Join us tomorrow morning as we continue exploring what's new in HubSpot. Drop your biggest takeaway in the comments and let us know what capabilities you want us to wake up to next. Until then, I'm Chris. Carolyn.

I'm Casey Hawkins.

And I'm still George Thomas.

And this has been Wake up, Customer platform. Now go build something amazing. Have a great day, everybody.