HubSpot is ever evolving and creating new features and tools. The main challenge that super admins are always struggling with is understanding which of those updates and Betas are really important, meaning, they should pay attention to. So in this article we gather a list of updates of the past 30 days that could be relevant for your company and why.

HubSpot top updates about Permissions:

Permissions on Custom Events (Enterprise): This update allows super admins to grant specific permissions to users or teams for managing custom events within the HubSpot platform. This means that users can now have tailored access to create, edit, or delete custom events, ensuring that only authorized personnel can make changes that could impact data tracking and reporting.

Permissions for Users and/or Teams to Edit Associations: This feature provides the ability to control who can modify associations between different records, such as contacts, companies, deals, and tickets. By setting these permissions, super admins can ensure that only designated users or teams can alter these critical relationships, maintaining data integrity and accuracy.

Permissions to Install and Uninstall Apps (Separately): With this update, super admins can now assign distinct permissions for installing and uninstalling apps within HubSpot. This separation of permissions allows for more granular control, ensuring that only trusted users can add or remove applications, which can affect the functionality and security of the HubSpot environment.

Permissions to Access Sequences: This feature enables super admins to define which users or teams have the ability to access and manage sequences. Sequences are automated workflows that help streamline communication processes, and controlling access ensures that only qualified users can create or modify these sequences, maintaining consistency and effectiveness in outreach efforts.

Permissions to Merge Records: This update allows super admins to specify which users can merge duplicate records within the CRM. Merging records is a critical function for maintaining a clean and organized database, and by controlling this permission, super admins can prevent unauthorized or accidental merges that could lead to data loss or confusion.

New Permissions to Create Records (Other than View, Edit, Delete): This enhancement introduces additional permissions for creating records, beyond the standard view, edit, and delete options. Super admins can now assign specific users the ability to create new records, such as contacts or deals, ensuring that data entry is performed by knowledgeable and responsible team members.

Have Multiple Permission Sets per User (Enterprise): This feature allows super admins to assign multiple permission sets to a single user, providing flexibility in access control. Users can now have different permissions for various roles or tasks, enabling them to perform a wider range of functions.

Permissions to Manage Private Content (Memberships -Content Professional + Enterprise): This update grants super admins the ability to control who can manage private content, such as memberships. By setting these permissions, super admins can ensure that only authorized users can create, edit, or delete private content, protecting sensitive information and maintaining the exclusivity of membership-based offerings.

Permission over Lists: This section provides detailed information on the permissions related to managing lists within HubSpot. Lists are essential for organizing contacts and segmenting audiences, and controlling access ensures that only qualified users can create or modify lists, maintaining the accuracy and relevance of marketing efforts. If you are an Enterprise user, you will also have the new team assignment feature available.

Permission over Notes: This part of the update focuses on permissions for managing notes within the CRM. Notes are crucial for documenting interactions and insights about contacts, and by setting permissions, super admins can ensure that only authorized users can add, edit, or delete notes, preserving the quality, privacy and reliability of recorded information. Maybe you don't want everyone to see everything, so now you can limit it (the same feature is available for emails as well).

HubSpot top updates about the CRM

One the most important updates in the past couple of weeks is the new ability to change an object name. This is huge with a lot of pros and cons. The goal of this new update is increase adoption in the CRM by naming the objects the way your industry does, for example, Patients (Contacts in Health Industry), Students (Contacts for Education) or even adapt translations properly. 

WARNING: You should only aim to change the name but not the goal or purpose of the object. Document this and communicate it to every user in the CRM. Also have in mind that for the moment this new name doesn’t support translation so every team in every language will see it the same.

If you want to hear more about the Renaming of object, watch Lucy having this live discussion with Chris.

AI-powered Data Model Recommendations: Breeze, HubSpot’s suite of AI tools, now offers personalized recommendations about objects and properties. It uses the information about your business to create a customized set of simple configuration suggestions. It helps building industry-specific templates like the ones introduced last year in the object library, to quickly get your HubSpot account up and running or expand your current data model.

Create properties from the Data Model section (AKA: Data model builder): This Beta allows you to create a custom property, see the top 10 most used properties per object, create a custom object and associate it to other all objects from the Data model section, without having to switch to other sections. You can now also export an image of the canvas (objects or associations)and share it with coworkers. This new feature make the work of super admins faster and easier to visualize. (And if you are working in a Sandbox, you might want to check the last update here in the list)

Sales Workspace Daily Digest Email: A daily morning email that highlights your most important sales actions for the day. This feature helps the sales team prioritize activities in their day by delivering a clear list of important actions directly to their inbox. They can now: Access a consolidated view of critical tasks without any setup, take immediate action with one-click access from the email, Prepare for upcoming meetings (available in the private beta).

A new feature created a couple of month ago but worth mentioning is the Workflow creation form. Workflows have become an object in the CRM allowing us to create properties within them. And as any other object, we get to customize a Create form, in this case, for Workflow. This is ideal to ask for basic information as the team creating the workflow, the goal, the duration, the campaign, and more. This is ideal when a lot of teams in your company have the ability to create them and we need them to follow some basic procedure and give specific information. This can also help standarize the naming conventions of your workflows.

Convert static lists into active list with a click: No more list duplication and disorder in your lists. You can now make your static list active with one click and without having to delete or duplicate them.

Ask Breathe actions in workflows: for those who love experiencing with AI you can now write a prompt in HubSpot so that Breeze AI can help you with the task you need. This is ideal when we have unstructured data and we need to "read", analyze and then categorize. Now you can instruct Breeze AI to do it for you.

Stale Marketing Email Cleanup: Admins now have the option to activate an automated cleanup feature within the Account Insights tool, which efficiently archives outdated, unpublished marketing emails. Managing clutter in a large HubSpot account, particularly one with a long history, can be daunting. But no more, now admins can dedicate time to more impactful task than archiving old emails, let HubSpot take care of it.

Another game changing news is the HubSpot MCP Server: In today's AI-driven world, users want to interact with essential business tools, like HubSpot’s Smart CRM, using natural language AI applications. This allows for easy capturing of records, notes, and tasks. The MCP (Multi-Channel Platform) Server is a new foundational component in HubSpot. It supports centralized management and integration of data and services across different HubSpot hubs. Superadmins will interface with new tools and permissions panels powered by the MCP Server for even tighter control over data and workflows.

Last but not less important, there is a new Beta to Deploy sandbox changes to production (BETA): This should have existed years ago, but finally we get to deploy changes made in our sandbox to the HubSpot production environment. This new Beta will save a lot of time giving super admins the possibility to migrate forms, list, marketing emails, workflows, objects and properties into the production portal without copy-pastes and without error.

Keep up to date with HubSpot

Week by week there are many new updates and we know this can be overwhelming, but not every update or Beta is right for your business so take a deep breath and analyze them carefully.

Of course this may take time, but you can always count on us to coach you and help you identify those relevant for your business and how to implement them efficiently. Because every HubSpot portal is different and they way to customize it for you is different. 

If you want to keep learning about top features, you can join us in the next super admin bootcamp, stay tuned and connect with Lucy and Martin on LinkedIn too.