Top HubSpot Updates - Monday Recap - Mar. 10, 2025

This week’s HubSpot updates introduce powerful tools like calendar-based out-of-office syncing, greater control over record merges, higher-powered prospecting, and CRM workflow automation—giving your team more flexibility and control within HubSpot.

Here’s a breakdown of the top HubSpot updates for the week ending March 14, 2025.

• Utilize calendar integration to sync user's out of office,
• Property control in record merges,
• Prospecting Agent, and
• Enroll records in workflows from a CRM card.

Utilize Calendar Integration to Sync User's Out of Office

Users can now utilize existing calendar integration to automatically sync user's out of office between HubSpot and Google or Microsoft calendars. This makes setting user out of office easier then ever.

How does it work?

Once enabled, any newly created or edited out of office blocks on the user's Google or Microsoft calendar will sync and appear on HubSpot's user out of office page and be used to determine the user's availability for automatic assignment. Vice versa, any new out of office blocks added in HubSpot will sync and appear on the connected Google or Microsoft calendar.

New setting and synced calendar

Useful Links:

Not sure what user availability is? Learn more about HubSpot's out of office feature and how it's used in inbox and Help desk automatic assignment.

First time hearing about calendar sync? Learn more about how connecting your calendar to HubSpot makes it easier than ever to stay connected to your customers.

Property Control in Record Merges

You can now select which properties will be retained on the final record when merging records, giving you unprecedented control over your data consolidation process.

As businesses grow, managing duplicate records becomes increasingly complex. By providing granular control over property selection during merges, this new tool allows users to maintain data integrity with precision.

This update offers the flexibility to tailor the merge process to specific business needs, ensuring that every data consolidation aligns perfectly with your organization's data management strategy.

How does it work?

To access this functionality, customers should navigate to a record page within HubSpot. Customers will now see a new modal when they attempt to merge, replacing the previous version.

This enhanced interface allows you to review the properties of records side-by-side and select the winning properties for your final, merged record.

By choosing which data points to keep, you can ensure that the most accurate and up-to-date information is preserved during the merge process.

Prospecting Agent

The prospecting agent researches and executes personalized outreach strategies for prospects within HubSpot's Smart CRM, helping build more qualified sales pipeline. It is targeted for Sales Ops and Admins who do not have the BDR or SDR capacity to research and send outreach to prospects, and instead want to fully automate outreach. It's also now a great fit for Reps and AEs working in an account-based sales motion.

Use the Agents to take your Target Accounts from researched to reached out FAST!

Watch the Loom Demo here.

New features include:

• Multiple Selling Profile Support
• Bulk Agent Account Research
• Target Accounts in the Sales Workspace with integrated account research powered by the agent
• AI-email drafting from the Sales Workspace
• New Target Accounts Home experience with integrated prospecting agent

Why does it matter?

Customers can enroll companies and contacts in their CRM to the prospecting agent. The agent can then research each company and contact to develop an understanding of their business and needs. It looks for signals of intent and activity, writes personalized emails using its research and context from the customer's CRM, and reaches out at the right time.

Customers can now also research target accounts, draft AI emails, and enroll contacts to the agent directly from the Sales Workspace and Target Accounts App.

Example use cases for the agent include:

• automating outreach to lower-value and/or under-resourced segments
• auto-enrolling contacts based on inbound activity like form submissions or page views
• re-engaging contacts in CRM
• researching target accounts to help plan account strategy
• writing personalized outreach to buyer comittee members at a target account

How does it work?

Customers will first configure the agent, setting up their selling information, preferred inbox from which to send agent emails, etc.

1. They can then manually enroll companies and contacts to the agent, which begins by researching each contact via their CRM history (such as prior emails and meeting notes), researching their company on the web, and searching for headlines about their company.
2. The agent then crafts personalized emails based on its research. It can currently can send up to 3 emails to each contact.
   1. "Semi-autonomous" mode allows the user control: the agent researches and writes the email, but the user must review and send the emails.
   2. "Fully autonomous" mode allows the agent to research, write, and send the email with no human intervention.
3. Customers can review scheduled and in-progress emails that the agent will send via their Overview tab, and view performance in the Analyze tab.
4. To leverage the agent with your target accounts, reps can visit the Target Accounts view in Sales Workspace under the Prospecting tab. Admins can view all target accounts in their portal in the Target Accounts home.

Enroll Records in Workflows From a CRM Card

You can now trigger workflows directly from the CRM card! Today, sales and service professionals are performing a variety of repetitive tasks every day which is preventing them from focusing on high-impact work like talking to customers and driving sales.

Why does it matter?

By utilizing this card, repetitive tasks like updating the CRM, researching leads, and logging activities can be effortlessly automated through AI skills and other workflow actions directly within the CRM page. This not only saves you valuable time but also significantly reduces the potential for human error, allowing you to concentrate on high-impact tasks that drive business growth.

How does it work?

Once ungated to the beta, you can add the 'Automate' card by following these steps:

1. Go to 'Customize record' on a contact's page
2. Click into your default view to edit
3. Click add cards
4. Click create card (on the right panel, not on the center panel)
5. Click 'Enroll in Workflow'

You should now have access to this card!

NOTE: HubSpot is currently restricting access to this early beta to admins and partners who are willing to share feedback on their experience.