Elixir Solutions: CRM & HubSpot integrations

12 Key HubSpot Updates of February 2025

Written by Laura Debbaut | Feb 27, 2025 2:32:45 PM

February has been packed with practical HubSpot enhancements designed to tackle real workflow challenges. As Q1 moves forward, these latest updates across admin controls, automation, and AI tools arrive at the perfect time to help your team streamline operations and maintain momentum toward those ambitious Q1 targets.

Let's dive into the twelve most impactful updates that will transform how you work in HubSpot:

TABLE OVERVIEW

  1. Create Permissions for Contacts, Companies, and Records
  2. Merge Permissions for Enhanced Data Management
  3. Create Workflow Redesign
  4. 'Ask Breeze' Action in Workflows
  5. Edit or Delete Campaign UTM Values
  6. A/B Testing for CTAs
  7. Legacy Shopify Integration Sunset
  8. Sales Performance Workspace
  9. Tasks in Sales Workspace
  10. Meeting Assistant in Sales Workspace
  11. Marketing Email Insights in CopilotAI
  12. Translation for Email (Beta)
  13. Conclusion



 

 

1. Create Permissions for Contacts, Companies, and Records

Perfect for: CRM Administrators & Data Managers

Finally, a way to control who adds new records to your database! This new permission setting separates edit access from create abilities, addressing a longstanding challenge for teams focused on data hygiene.

What this solves:

  • Prevents uncontrolled database growth from multiple contributors
  • Maintains cleaner data without restricting necessary edit access
  • Supports compliance with internal data governance policies 

How it works:

  • Navigate to Settings > Users & Teams,
  • Select a user,
  • Adjust the new 'Create' permission for each object type according to your team's needs.

HubSpot Products Updates

Who gets it:

All HubSpot hubs and tiers

 


 

 

 

2. Merge Permissions for Enhanced Data Management

Perfect for: CRM Administrators & Database Managers

Taking data control a step further, HubSpot now lets you decide exactly who can merge records. This precision solves the common problem of maintaining data integrity while still enabling team members to edit records as needed.

How it works:

Admins can set merge permissions at various levels (all records, team's records, or none) for contacts, companies, deals, tickets, and custom objects - completely independent from edit permissions.



HubSpot Knowledge Base

Who gets it: 

All HubSpot hubs and tiers

 
 
 

 

 


3. Create Workflow Redesign

Perfect for: Marketing Automation Specialists & Operations Managers

No more committing to an object type before knowing what triggers are available. This workflow builder redesign transforms how you create automations, making the process more intuitive and efficient.

Key improvements:

  • Browse all possible triggers before deciding on workflow type
  • Automatic object type selection based on trigger choice
  • Fewer clicks and rebuilds when setting up workflows

How it works:

Click "Create workflow" from Automations > Workflows, then simply search or browse available triggers.

When selected, HubSpot will either set the workflow type automatically or prompt you to choose one if multiple options apply.

  

HubSpot Knowledge Base
 

Who gets it:

Marketing, Operations, Sales, Service Pro & Enterprise users. 



 

 

 


4. 'Ask Breeze' Action in Workflows

Perfect for: Marketing Managers & Automation Specialists

HubSpot has brought AI directly into your automated processes with the new 'Ask Breeze' workflow action. This innovation lets you analyze, categorize, and generate content mid-workflow.

 Practical applications: 

  • Sort companies by industry based on website domain analysis
  • Create personalized content based on contact properties
  • Build smarter conditional branches based on AI interpretation of data

 

HubSpot Knowledge Base
 

Usage note:

This action has a monthly execution limit of 3,000 and is currently in beta.

Who gets it:

Marketing, Operations, Sales, Service Pro & Enterprise users. 

 
 
 
 
 
 
 
 

5. Edit or Delete Campaign UTM Values

Perfect for: Digital Marketers & Campaign Managers
 

Say goodbye to campaign tracking headaches! You can now edit or delete Campaign UTM values directly in HubSpot, ensuring more accurate reporting without starting over when mistakes happen.

What you can do:

  • Fix UTM parameters without rebuilding campaigns
  • Maintain consistent tracking conventions across campaigns
  • Clean up unnecessary or duplicate UTM values


HubSpot Knowledge Base 

 

Who gets it:

Marketing Hub Professional and Enterprise

 

 
 
 
 


6. A/B Testing for CTAs

Perfect for: Digital Marketers & Conversion Specialists

The highly-requested A/B testing capability has arrived for CTAs created in the new editor. Compare two variations with a 50/50 traffic split to determine which version drives better engagement.

How to Get Started:

  • Tests can be run on website CTAs (email CTAs not currently supported)
  • Performance is measured through clicks and views
  • Once you have sufficient data, you can select a winning variant

 

Who gets it:

Professional Customer Platform, Enterprise Customer Platform, Content Pro, Content Enterprise, Marketing Pro, Marketing Enterprise

 

 
 
 

 

7. Legacy Shopify Integration Sunset Notice

Perfect for: E-Commerce Managers & System Administrators

Important heads-up: HubSpot will discontinue the legacy Shopify integration on May 15, 2025. If you're using this integration, you'll need to migrate to the new Data Sync version before this date.

Migration benefits:

  • Enhanced data model with dedicated order and cart objects
  • Two-way syncing for contacts and products
  • Advanced sync settings and detailed error insights

HubSpot Knowledge Base

 

Who gets it:

All customers currently using the legacy version of the Shopify integration

 

 

 

 

8. Sales Performance Workspace

Perfect for: Sales Managers & Team Leaders

This new centralized workspace gives sales managers quick access to team performance data, eliminating hours of manual analysis with automated, real-time insights.

Standout features:

  • AI-powered breakdown of team performance in the Summary tab
  • Individual rep metrics in the My Team tab
  • Distinction between prospecting and selling performance
  • Integrated team revenue goal tracking

HubSpot Knowledge Base

Who gets it:

HubSpot Sales Hub Professional and Enterprise users with a Sales Seat

 

 

 

 

9. Tasks in Sales Workspace

Perfect for: Sales Representatives & Account Executives

Keep your focus where it belongs—on selling. The new Tasks tab within the Sales Workspace lets you manage all your HubSpot tasks without jumping between different screens.

What's included:

  • Familiar search, sort, and filtering capabilities
  • Complete task management within your sales workflow
  • More task enhancements coming soon

HubSpot Knowledge Base

Who gets it:

Sales Hub Professional & Enterprise users. 

 

 

 

 

 

 

10. Meeting Assistant in Sales Workspace

Perfect for: Sales Reps & Customer Service Managers

Prepare for meetings and handle follow-ups more efficiently with this AI-powered assistant that pulls relevant information from your CRM data. Now supporting both HubSpot calls and Zoom meeting summaries.

Key capabilities:

  • Access attendee profiles and engagement history before meetings
  • Get AI-generated meeting summaries capturing key points
  • Generate follow-up emails based on conversation context
  • Track and manage follow-up tasks directly from the assistant

HubSpot Knowledge Base

Who gets it:

Sales Hub Professional & Enterprise users. 

 

 

 

 

 

 

11. Marketing Email Insights in Copilot

Perfect for: Email Marketers & Marketing Managers

Copilot can now answer questions about your marketing email performance and suggest improvements. Simply ask about specific emails or metrics, and get actionable insights comparing your performance against company averages and industry benchmarks.

Sample questions:

  • "How did my last marketing email perform?"
  • "How much revenue was attributed to my email 'December Offer'?"
  • "How does my open rate compare to industry benchmarks?"

HubSpot Knowledge Base

Who gets it:

All HubSpot hubs and tiers.

 

 

 

 

 

12. AI Translation for Email - Public Beta

Perfect for: International Marketers & Global Communication Teams

Create email content in multiple languages quickly with AI-powered translation (via DeepL). This feature streamlines international communications and saves significant time compared to traditional translation workflows.

Elements that get translated:

  • Body copy
  • Subject lines
  • Preview text
  • CTAs

HubSpot Knowledge Base

Who gets it:

Marketing Hub Professional and Enterprise customers only. 

 

 

 

 

Looking Ahead

As we move further into 2025, HubSpot continues to deliver targeted improvements that address specific pain points in your daily operations. February's updates focus particularly on giving you greater control—whether it's over your data, your workflows, or your international communications.

 
Need help implementing these new features or want to explore how they can benefit your organization? Let's connect for a discovery call! 
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