Inbound 2025 Recap: Loop, AI Tools, and HubSpot Updates

It’s been a few weeks since our team was in San Francisco for INBOUND 2025, and we’re still unpacking all the announcements. This year’s event centered on AI, data, and a new framework called Loop. Here are the highlights our team is most excited about along with the updates that stood out most (and what they might mean for your strategy).

Loop: HubSpot’s New Growth Framework

If you’re still relying on traditional inbound marketing, it may be time to rethink your approach. HubSpot introduced Loop this year—a continuous, AI-powered cycle. The idea is that businesses don’t move from A to B to C anymore—they’re always in motion. 

Loop is built around four steps:

• Express - Define your brand voice, tone, and ideal customer.
• Tailor - Use AI to make every interaction feel more personal and relevant.
• Amplify - Share your content across channels—social, email, chat, and beyond.
• Evolve - Adjust quickly with AI, making changes in days, not months.

If you want to explore how Loop could fit into your strategy (especially now that AI search results are cutting into organic traffic), we’re happy to walk you through it.

Breeze: Assistants, Agents, and a No-Code Studio

HubSpot rolled out several updates to its AI tools, including Copilot—now rebranded as Breeze Assistant—to help draft and plan. There’s also a Customer Agent to resolve issues and a Marketplace where you can add or customize agents. Need something more specific? Breeze Studio lets you build your own AI agents without code.

If you’ve ever wished for more hands on deck without adding headcount, this is it. Breeze takes repetitive tasks off your team’s plate so they can spend more time on strategy and creative work.

HubSpot Marketing Studio

One of the coolest things introduced at INBOUND 2025 is HubSpot Marketing Studio. If you’ve ever felt frustrated juggling multiple tools just to plan one campaign, Studio is designed to fix that. It’s a reimagining of the campaign interface with a board-style workspace that feels a lot like Figma, making it easy for your team to see everything at a glance.

Here’s what you can actually do in Marketing Studio:

• Plan campaigns together
• Create content with AI support
• Launch across channels (email, social, etc.)
• Track feedback and approvals in one place

For teams who want to work smarter without adding more tools, Studio is a huge step forward. If you need help figuring out how to best use it, just let us know!

Sales Hub: Prospecting Agent and Smarter Meetings

Sales teams have been saying the same thing for years—too much time goes into busywork instead of selling. HubSpot’s latest updates are tackling that head-on with AI that preps you before meetings, captures insights while you’re on the call, sends personalized follow-ups automatically, and even analyzes transcripts to flag pipeline risks.

On top of that, the new Prospecting Agent keeps an eye on buying signals, so reps can spend less time digging for details and more time building real connections.

Commerce Hub: Faster Quotes with AI CPQ

One of the standout demos was AI-powered CPQ inside Commerce Hub. It speeds up the quoting process with automated approvals and embedded payments, all while tying into Smart CRM for accurate forecasting. If back-and-forth quotes have ever slowed you down, this tool changes that.

Data Hub: Cleaner, Smarter Data

Say goodbye to Operations Hub and hello to the newly rebranded Data Hub. It still handles data quality, but now it unifies your information in a much simpler way. With built-in tools like Data Studio and AI, teams can manage records more easily. You can build unified datasets in a spreadsheet-like view while AI handles the cleanup—deduplicating, enriching, and fixing records automatically. 

It’s not flashy, but it’s a big deal for anyone who’s ever wrestled with messy records.

Smart CRM: Flexible Views and Smart Insights

HubSpot’s Smart CRM keeps getting smarter. You can now view data in tables, charts, or custom views that match your workflow. Why does this matter? Because sales, marketing, and service can finally work from the same customer data, each viewing it in the way that best fits their role. On top of that, Smart Insights surface automatically, showing you what needs attention and why. Instead of reacting after problems happen, your team gets real-time intelligence to stay ahead.

These are just a handful of the many updates rolled out at INBOUND 2025. It can be hard to keep up.

If you’re curious about how to put these new tools to work—whether that’s adopting Loop, testing Breeze, or rolling out Marketing Studio—we’d love to help. Reach out anytime.