We're back from the biggest event of the year (in our corner of the internet) - HubSpot's Inbound 2022 conference. One huge takeaway: HubSpot's tools are about to get some seriously big upgrades.
Whether you're a current HubSpot user or considering the platform, this is everything you need to know about what's coming up for HubSpot.
Insights from Inbound 2022
Before I dig into specifics, I want to cover the most important message from Inbound: connection. The last few years have led to a massive rise in disconnections: people are disconnected from each other, businesses are disconnected from their customers, and data is disconnected.
Addressing this disconnect is the guiding principle for most of the HubSpot changes announced at Inbound this year. The updates aim to connect separate systems, connect data to people, and connect people to people. It all boils down to one place where all systems sync, clean data from the jump, and improved cross-team/cross-tool communication.
Operations Hub - automate data cleanup and routing
Operations Hub is going to be seeing some massive changes - most of them aimed at drastically reducing the amount of time you have to spend fixing bad data.
Currently in development
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More Integrations Over 100 new data sync integrations and even more of customers' favorite apps |
AI-Powered Data Quality Assess and improve your data quality in HubSpot with new tools |
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Sync More Objects Sync more objects - including commerce-related data - while keeping the associations between objects in sync |
Multi-region Data Sharing Sync and share your HubSpot data with Snowflake regardless of what region your data is hosted in |
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More Robust Reporting Run advanced aggregate calculations, nest conditional logic, and more |
Advanced Triggers Custom workflow triggers for more power, control, and flexibility over your automation |
Being planned
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Deeper Data Sync Better filters and sync more field types between apps |
Broader Data Sharing Sync and share your HubSpot data with more data platforms, including global data centers |
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Robust Workflow Control Better tools and controls for managing, sharing, and controlling access to workflows |
Operationalizing Datasets Combine and transform data from across objects and apps to power automation, segmentation, and reporting |
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Automation Platform Continued improvements to the platform, like event-based workflows, that will make automating business processes even easier |
Improved Data Portability Connect HubSpot to your apps via more robust APIs, improved bulk exports, and expanded data sharing |
CMS Hub - more for less
CMS Hub is drastically increasing the amount of control you have, new tools at your disposal, and what you can do with the tools.
Currently in development
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Content Decoupling Content and presentation layers decoupled for increased customization of both; including a unified GraphQL layer for querying and filtering data |
Powerful Video Tools Native video in HubSpot with lead gen, accessibility features, and viewing events for reporting |
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Files Partitioning Partition files in File Manager based on folders or teams - reduce confusion and accidentally deleted files |
Blog Editing Enhancements Improvements to the marketer blog template editing and inline module insertion experience |
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New Conversion Tools Customizable website pop-ups that leverage first-party cookies & CRM data for segmentation and personalization |
Enhanced Content Insights In-depth recommendations for improving your website's performance, with tracking for reporting |
Being planned
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Content Approval Flows A collaborative content workflow based on your team's process |
Improvements to Asset Management Continue maturing asset management within HubSpot to improve your team's productivity and brand consistency |
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Enhanced Behavior Reporting Better insights on how your visitors are interacting with your website, and behavioral reporting like heatmaps and more |
New JavaScript Rendering Expand your developers' ability to render content on the website with JavaScript |
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Enhanced Multi-Langauge Content Management Improved blog variation creation and support for diacritics in URLs |
Sales Hub - more acceleration, more data
We're going to be seeing a lot more tweaks to the sales tools that allow for more customization to accelerate deals.
Currently in development
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Sales Acceleration Improvements One-click meetings and sequence sentiment analysis |
Permissions Improvements More robust and granular permissions controls |
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Improved CRM Configurability Much more customization options in existing tools like default index views, record creator, and board views |
Conversational Intl. Improvements Call topic tagging, advanced reports, and a new coaching library |
Being planned
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Sales Enablement New library of content for sales teams to leverage |
Improved Data Model Flexibility New types of object associations coming |
Marketing Hub - connected content, more intelligence
Marketing Hub is going to see a lot of benefits from the focus on cleaner data, as well as more starting points for content to simplify the creation process.
Currently in development
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Campaign Templates Out-of-the-box templates to create omni-channel marketing campaigns faster |
Customer Journey Analytics Brand new reporting for tracking customer journeys from start to finish |
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Calls-to-Action Customizable, interactive website notifications and pop-ups |
HubSpot Video Advancements Add CTAs, additional segmentation and reporting |
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LinkedIn Ad Conversion Events Send standard and custom lifecycle stages to LinkedIn for better attribution and campaign optimization |
Social Media Composer Enhanced composer with new options and Instagram carousel posting |
Being planned
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Social CRM Insights Social CRM data that can be tracked |
Data migration to the EU Data Center Ability to transfer data from the US to HubSpot's EU data center |
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Automation Command Center A top-down view of workflows for easier management and optimization |
Marketing Email Single Send API Use data outside of HubSpot to inform your marketing emails within the platform |
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WhatsApp Integration Integrate WhatsApp as a channel and automate marketing outreach |
SMS Native Chanel Reach contacts across additional highly requested native channels using HubSpot |
Service Hub - gather insights and customize data
Service Hub is seeing fewer changes than other portals, but these tweaks will all have a big impact on reducing time spent by your teams gathering and transferring data.
Currently in development
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Support Workspace Continued UI improvements that make supporting customers easy |
Enhanced Custom Surveys More insights and customer feedback with automated reminder emails |
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Customizable Portal Customize a self-service ticket portal for customers to view and action on tickets |
Custom Reporting Support unique business needs with custom goals |
Being planned
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Skills Based Routing Solve customer issues efficiently by routing issues and chats to relevant agents |
Enhanced Custom Surveys Conditional logic coming to surveys |
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Enhanced SLAs Solve varied customer needs - and report on them - with SLA enhancements |
Improved Knowledge Base Let your customers self-serve better with knowledge base customization and multiple knowledge bases |
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Conversations API Build flexible integrations with new functionality, like importing data into the Conversations Inbox |
Final Thoughts
HubSpot is continuously improving, and these massive changes are sure to make the tool even better. I talked with my team about all of the changes and what they thought was going to be most useful, what they were most excited about, and what they can't wait to use. Here are the top features that BizzyWeb's teams are excited for:
- AI-Powered Data Quality - This is going to take a lot of the manual work out of cleaning up data, like de-duping the same properties with different names.
- Advanced Triggers & Workflow Control - More controls means an easier time creating workflows for unique situations and businesses - which we run into a lot.
- Conversational Intelligence Improvements - The less heavy lifting sales has to do for organizing data, the better. This will make it easier to search past conversations, organize calls by topic, and review performance.
- Customer Journey Analytics - One of the biggest struggles with content marketing is trying to directly tie it back to revenue. This reporting tool will give us more insights into where and how leads engaged with content before converting.
- Customizable Self-Serve Ticket Portal - Giving clients the ability to see their ticket progress reassures them that action is being taken, without having to constantly send emails.
This is just the tip of the iceberg for Inbound 2022, and everything we've learned. I'm excited to dig more into the data and tools as I process everything I learned to that end, I invite you to join me for an upcoming HubSpot User Group session chatting through some of these changes (and if you're coming to this blog after October 14, you can check out the recording below!)
Grow with a HubSpot Partner Agency
HubSpot is incredibly powerful, and can do a LOT of things to boost your team's productivity and help you sell more. But all that power does come with a learning curve. Often the easiest way to get your team on board is to partner with someone who knows the software in and out, and can save you weeks or months of time in getting up to speed while avoiding common mistakes. As a Platinum HubSpot partner, we can help you with Onboarding, Inbound Marketing, Service and CRM optimization.
Onboarding programs for new HubSpot users
- Customized for you, based on your business, processes and goals
- Full onboarding offerings for all Hubs (Sales, Marketing, Service, CMS, Ops)
- Personalized, custom training
- First-tier tech support offered at no charge after onboarding
Fix-It programs for current HubSpot users
- Thorough examination of current HubSpot Hub(s)
- Clean-up of data and contacts
- Creation of lists, workflows and sequences as needed
- Identify opportunities for integration
- Help you get the most out of your HubSpot account
BizzyWeb is a Minneapolis-based digital marketing and web design agency that helps companies get the high-quality leads they need to grow and thrive. Our tactics include inbound marketing, SEO, advertising, web design, content creation and sales automation. We are an accredited HubSpot Platinum Partner and we offer full-service HubSpot onboarding, enablement and strategy for new and current users.
References:What's New At Hubspot
Building A Connected Customer Experience | INBOUND22
