HubSpot continues to roll out updates that blend power, precision, and ease-of-use. This week's releases focus on data hygiene, smarter filtering, AI-generated content, and a big CRM structure update that’s especially relevant for sales teams. Whether you’re looking to streamline lead management, clean up messy text fields, or generate effective CTAs faster, there’s something here to help you move more efficiently.
Here are some of our favorite updates for the week of October 6, 2025:
You can now automatically remove extra whitespace and apply consistent casing (like uppercase, lowercase, or title case) to your text properties.
Clean, reliable, and organized CRM data enables more accurate reporting, automation, and personalization. Desired formatting ensures consistency with your unified data by automatically applying consistent rules to text properties.
For example, you can now ensure that:
These formatting rules are applied on edit, meaning they'll clean up data entered via the CRM UI or through import. Existing values won't be formatted retroactively.
HubSpot is introducing two new operators, Contains Exactly and Does Not Contain Exactly, to bring more precision and flexibility to your filters.
Unlike a standard "Is equal to any of" operator, which requires an exact character-for-character match, these new operators check whether the input contains all the words you specify, no matter the order.
Examples:
This makes it easier to match values that are close but not identical in formatting or order.
Until now, you’ve had two main choices:
The new operators give you the best of both worlds:
You can now generate pop-up CTAs using AI. Just write a short prompt describing what you need, and HubSpot will take care of the rest.
Creating CTAs no longer needs to be time-consuming. With AI, you can describe the pop-up CTA you want to add to your website, and HubSpot will generate a version tailored to your needs.
Use AI to create compelling pop-up CTAs by writing a simple prompt. Specify your use case, desired modules, or choose from a library of templates -- AI will handle the copy and design. You can edit the output in the CTA editor to match your exact needs before publishing.
Leads Are Now a Standard CRM Object
Leads now function as a standard CRM object with the same index page capabilities as contacts and companies, including standard tables, saved views, and board views.
When we initially launched leads, it was only available through the sales workspace and wasn't a full standard object. We later added leads to the Smart CRM navigation to give admins the ability to manage leads without accessing personalized sales workspaces, but it still lacked the full functionality you'd expect from a standard CRM object. This created an inconsistent experience—leads behaved differently than other objects like contacts or companies, and lacked features such as standard saved views and board views.
Navigate to CRM > Leads to access the standard index page with full CRM table functionality. The leads table is available in both the CRM and the sales workspace (when you opt into the new version of the Workspace), giving you flexibility in where you manage your leads.
Converting Leads into a standard object, did cause some functionality to change:
HubSpot’s latest updates make it easier than ever to keep your CRM clean, your filters sharp, and your sales data reliable. But software alone won’t fix misaligned processes or outdated sales habits.
That’s why we created The Truth About B2B Sales: What your pipeline needs before you hire your first rep. This is a practical guide that cuts through the noise about tools, tactics, and “growth hacks” to focus on what really drives deals forward: understanding how modern buyers think, act, and decide.