From improving data accuracy to collecting smarter feedback and enhancing sales prioritization, this week’s HubSpot updates offer practical improvements across marketing and sales workflows. Whether you’re managing records, analyzing unsubscribe trends, or refining your deal pipeline, these tools are designed to help your team work more efficiently and make better-informed decisions.
Here’s what’s new this week in HubSpot:
By extending configurable automatic associations to Listings, Courses, Appointments, and Services, admins can now apply one consistent set of rules across every core CRM object. A single, predictable mental model speeds onboarding, reduces data-entry errors, and automatically logs activities to the correct records, so reps always view a complete activity history in context and teams can rely on cleaner data to drive decisions.
To configure your activity association default logic in settings:
For more information, please visit this Knowledge Base article.
You can now trigger an unsubscribe survey on the preference page to collect feedback about why a contact is unsubscribing from all emails and view this feedback for more insights about your marketing email strategy. Turn every unsubscribe into a learning opportunity without adding friction to the unsubscribe process.
This automatically collects feedback when a contact unsubscribes from all email, giving Marketers actionable insights to reduce churn and improve content relevance.
Within the Subscriptions settings tab, Marketers can toggle on the unsubscribe survey.
Once this setting is toggled on, anytime a contact unsubscribes from all email communications, they will see a questionnaire on the confirmation page inquiring as to the reason for the unsubscribe. The survey includes 5 preset options:
There will be several ways to view the unsubscribe survey results, including:
Additionally, we're aiming to have unsubscribe survey results accessible in the email post-send performance page in the near future.
Callouts:
Omissions:
NOTE: this feature is currently available in private beta only.
You can now manually score deals and companies using the Lead Scoring app with Sales Hub Professional or Enterprise.
Effective scoring provides accurate, actionable insights that empower sales reps to identify which deals to prioritize and which companies to prospect first. With manual scoring, you and your sales team can customize the scoring rules that are most impactful for your business, ensuring efforts are always focused on accelerating deal closure.
With the Lead Scoring app now in both Marketing Hub and Sales Hub, your marketing and sales teams can seamlessly collaborate and maintain consistent criteria for evaluating contacts, companies, and deals in a unified and single scoring solution. Sales teams are also able to migrate their manual deal scores from the legacy scoring property, that is sunsetting on August 31, 2025.
1. In the Global Navigation Bar on the left, navigate to Marketing > Lead Scoring. Once in the Lead Scoring app, click "Create score".
2. Select "Deals" and click "Create".
3. Start building your score by clicking "+ Add event group" or "+ Add property group".
Within an event group, you can add event criteria such as Ads, Calls, Forms, etc.
Within a property group, you can add objects such as Deal, Associated contact, Associated company, etc.
4. Click on the "Deals" tab to choose which deals to include or exclude in scoring.
5. Click on the "Settings" tab to edit the property label and customize the score thresholds.
6. You can also edit the name of the score and then click "Review and turn on". After reviewing your score, click "Turn on".
7. After turning your score on, you will receive the following confirmation with next steps.
Note: You can also score companies with a combined score similar to deals, or with the fit and engagement criteria as separate scores.
This week’s updates are all about refining how your team captures, organizes, and acts on data, but operational efficiency is only part of the equation. As AI continues to shape how buyers discover and evaluate solutions, your content needs to be just as intelligent as your systems.
Download our newly released guide, Marketing to AI: Your New Audience, and learn 10 proven tactics for making your content more visible, valuable, and AI-ready.