A Look Back at INBOUND 2025: Hubspot's Big Announcements

Each year, HubSpot organizes its major global event: INBOUND.
The 2025 edition took place in San Francisco from September 3 to 5, and our team (Simon Lemire and Anthony Lacoste) was there to discover the latest news, attend inspiring conferences, and connect with the entire HubSpot community.

But INBOUND is much more than just a technological event. It's a time to think about the future of marketing, sales, and customer service. And this year, one theme dominated all discussions: the impact of artificial intelligence on how we work, how we interact with our customers and how we build growth strategies..

Marketing in full transformation

The reality is clear: old marketing tactics are no longer enough.
Organic search engine traffic is in decline, buying behaviors are changing rapidly, and AI is constantly changing the way businesses are discovered.

Some Striking Figures:

• 60% of Google searches end without a click.
• The use of tools like ChatGPT or Gemini is exploding.
• Performance indicators are evolving towards measures of influence and intention.

Faced with this reality, HubSpot proposes to move from a traditional marketing funnel to a continuous loop.

Loop: The New Marketing Playbook from HubSpot

The big announcement of the event: Loop, the new marketing playbook from HubSpot.

Rather than seeing the customer journey as a series of linear steps (from fame to conversion), HubSpot invites us to consider it as a cycle that is constantly evolving.

• Express: Clarify who you are, your voice, and your values.
  Example of indicators: speed of content creation and delivery, average cost per asset produced.
• Adapt: personalize each message to the point of treating each customer as a unique segment.
  Key metric: click rate by channel.
• Amplify: broadcast your messages on the channels where your customers really are (YouTube, social media, communities, events).
  Indicators: conversion rate by channel, visibility in responses generated by AI, share of voice vs competitors, number of citations in these results.
• Evolve: adjust your campaigns in real time using data and AI.
  Indicators: volume of qualified leads, speed of experimentation (number of tests/iterations per month).

In summary, the basics of inbound marketing remain essential, but are no longer enough on their own.
With AI, we can test and optimize at an increasingly speed, drastically reducing time to market. By combining the fundamentals of inbound with Loop, we obtain a strategy that is truly adapted to current challenges.

The message is clear: it's about marrying human authenticity with the power of AI

What's new on the HubSpot platform

INBOUND is also the moment when HubSpot reveals its CRM innovations. Here are the ones that impressed us the most:

• New interface: a fresh, modern and intuitive design.
• Smart CRM: a flexible interface that adapts to each team.
• Operations Hub becomes Data Hub: a single center for breaking data silos, easily integrating other systems, and automating their cleaning. The Data Studio Allows you to integrate external sources directly into HubSpot.
• Breeze AI Agents: intelligent agents to support your teams:
• Customer Agent (prospecting, qualification, multi-channel management).
• Data Agent (analysis and research of customer data).

• Marketing Studio: a visual planning space powered by AI to design campaign strategies and accelerate content creation.
• Enhanced CPQ: integrated configuration, pricing, and quotations, powered by AI.
• Breeze Email Assistant: write and send personalized emails instantly
• ICP assistant (Ideal Customer Profile): quick verification of the relevance of your marketing assets for your target audience.
• Note-taking on iOS: capture key points during your field meetings.
• Redesigned developer tools: faster, with new code samples, better collaboration via Postman, and assisted automations.

These new features confirm Hubspot's vision: a powerful, simple, and user-centric CRM that is increasingly becoming a true AI orchestration platform for revenue teams.

An Inspiring Experience

For us, this second participation in INBOUND was extremely rewarding.
We come back with a ton of ideas for our customers, inspired by shared best practices and motivated by Hubspot's clear vision: More personalized, smarter, and more human marketing and sales thanks to AI.