As we settle into fall, HubSpot is keeping up the post-INBOUND momentum with a new wave of updates focused on efficiency, automation, and AI-driven content support. Whether you’re managing email personalization, scaling your CRM structure, or looking for a jumpstart on your next blog post, these features are designed to take busywork off your plate, so you can focus on strategy and execution.

For the week of September 29, 2025, here are some of the most notable updates:

• Personalization Tokens in Email Templates Now Support Fallback Values,
• Pipeline Cloning, and
• Blog AI Suggestions and Blog Research Agent.

Personalization tokens in email templates now support fallback values

Fallback values for personalization tokens in email templates ensure your messages remain professional when contact, company, or deal information is missing.

You can now avoid common issues caused by missing token values:

• Broken email formatting (e.g., "Hi ,")
• Sequence enrollment failures
• Poor recipient experience

By applying fallback values to personalization tokens, you'll reduce errors and save time on manual fixes.

How does it work?

To add a fallback value:

1. Insert a personalization token in your template
2. Look for the new option to add a fallback value

To edit existing tokens in templates:

1. Open the template
2. Select the token you want to modify
3. Add or update the fallback value

Fallback values will be used automatically when:

• Sending one-off templates in the CRM, conversations inbox, or helpdesk
• Enrolling contacts in sequences via workflows

Note: When manually enrolling contacts in sequences, missing personalization tokens will still be highlighted to maintain personalization in your prospecting outreach.

Pipeline Cloning

Admin users can now clone existing pipelines across any CRM object that supports multiple pipelines—including Deals, Tickets, Leads, Custom Objects, Services, and more. This saves time, reduces setup errors, and helps teams scale their processes more efficiently.

Why does it matter?

Previously, admins had to manually recreate pipelines from scratch, even when only slight variations were needed. This was time-consuming and error-prone—especially for growing teams or partners managing multiple brands, regions, or business units.

With pipeline cloning, you can:

• Create new pipelines faster
• Maintain consistency across teams
• Reduce manual configuration and setup effort

How does it work?

• Navigate to the Pipeline Settings of the object you're working in (e.g., Deals, Tickets).
• Click Create pipeline, then select Clone from existing.
• Select the pipeline you want to clone.
• Any pipeline features that are enabled for the selected pipeline will be automatically checked. You can unselect any you don't want to copy.
• Give your new pipeline a name.
• Click to confirm.

Once confirmed, a new pipeline will be created, with your selected configurations copied over. From there, you can make any further adjustments to meet your team's specific needs.

Blog AI Suggestions and Blog Research Agent

Streamline your blog writing workflow with the new Blog AI Suggestions tab, a centralized space for Breeze Agents and Breeze Features for blog.

Writing new blog content is hard, especially when you’re stuck staring at a blank page. With the new Blog AI Suggestions tab, you can see all of the suggested topics proposed by your Breeze Agents for blog. You can also kick-off new agent runs to generate more ideas right when you need them.

HubSpot's first agent for blog is the Blog Research Agent with more coming soon.

How does it work?

After setting up and running your Blog Research Agent, you can see AI-generated suggested topics. Click the "Open in editor" button to save a suggestion as a draft blog post and enter the editor. You can also run your Breeze Agents for blog manually when you want to generate even more blog suggestions.

Why does it matter?

Creating high-quality blog content consistently can be time-consuming, especially during the early stages of research and topic ideation. The Blog Research Agent helps provide a significant head for content marketers by:

• Suggesting relevant, SEO-informed blog topics tailored to your brand and content goals
• Reducing the manual effort needed to brainstorm and validate blog ideas
• Keeping the entire workflow, from ideation to draft creation, within HubSpot’s Content Hub
• Giving writers a strong starting point so they can focus on refining and publishing faster

This makes content production smoother, quicker, and more aligned with strategic goals, all without leaving HubSpot!

How does it work?

• Blog writers configure their Agent in Breeze Studio, choosing how many ideas they want, and feeding it optional inputs like target SEO keywords or competitor links
• The agent uses a mix of automated insights (past posts, brand tone, length, etc.) and manual inputs to generate suggestions
• Outputs include topic title, subtitle, body, featured image, and keywords which are all visible inside Blog AI Suggestions and Breeze Studio runs
• Writers can pick a suggestion, tweak it, and continue into the full content editor to finalize