May 1, 2025 HubSpot Updates - New Social Interaction Contact Creation

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May 1, 2025 HubSpot Updates - New Social Interaction Contact Creation

Wake Up! Customer Platform - The Unofficial HubSpot Updates Morning Show

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Explore the Latest HubSpot Platform Updates and Features

On May 1, 2025, HubSpot rolled out significant updates to its platform, enhancing user experience and optimizing business processes. These changes were covered in a recent podcast episode by Chris Carolan, Casey Hawkins, and George B. Thomas. This article provides an objective overview of these updates, including social interactions, form submission filtering, legacy scoring sunsetting, and enhanced datetime properties.

Platform Updates Detailed

Creating New Contacts from Social Interactions

HubSpot now allows users to create new CRM contacts directly from social interactions such as comments, mentions, and direct messages. This public beta feature, scheduled for release on May 15, 2025, integrates social interaction data into the CRM, providing new opportunities for lead generation and efficient tracking of customer journeys. Once a contact is created from social interactions, the contact's timeline will include social interaction details, including timestamps and message content.

To opt into the beta: Opt into the Beta

Filtering Form Submissions from Excluded IPs and Referrers

With this update, HubSpot ensures that all form submissions from excluded IPs and referrers will be treated as spam and sent to the spam submissions tool. This update aligns form submission data with web analytics, ensuring consistency. Previously, form submissions from excluded IPs or referrers were processed like regular submissions, creating confusion for users.

To opt into the beta: Opt into the Beta

Sunsetting the Legacy Scoring Property

HubSpot is retiring the legacy scoring property and replacing it with new scoring tools. These tools offer more advanced logic and actionable insights, such as engagement and fit criteria. The transition begins on May 1, 2025, with the complete phase-out scheduled for August 31, 2025. Users must manually migrate to the new tools, which provide enhanced functionality, including fit and engagement scores and the ability to test records.

For detailed guidance on migrating: Learn more

Enhanced Datetime Property Support in Marketing Emails

Starting April 16, 2025, any datetime properties created in HubSpot CRM now display both date and time when used as personalization tokens in Marketing Hub emails. This feature enables users to send personalized meeting reminders, event notifications, and confirmations that include exact times, creating clearer communications and better customer experiences.

To join the beta: Join the Beta

Community Insights and Ecosystem Discussions

The discussion in the podcast also touched on the potential challenges and benefits of these updates. For instance, there were concerns about creating duplicate contacts when integrating social interactions, but the consensus was that the value of efficient tracking and lead generation outweighs the risks. The hosts emphasized the importance of a human-centric approach in managing social interactions.

The sunsetting of the legacy scoring property sparked a mix of nostalgia and excitement. While some users might find it challenging to transition to the new tools, the advanced functionalities promise a more powerful and flexible scoring system. The discussion highlighted that the new scoring model focuses more on engagement metrics, which aligns with modern business practices.

Summary and Next Steps

In summary, the latest HubSpot updates introduce significant enhancements to the platform. Users can now create contacts from social interactions, filter form submissions more effectively, transition to advanced scoring tools, and utilize enhanced datetime properties in marketing emails. These updates are designed to optimize business processes and improve user experience.

For users interested in exploring these updates, the following steps are recommended:

• Opt into the beta for creating new contacts from social interactions.
• Update form submission processes to include filtering for excluded IPs and referrers.
• Begin migrating from the legacy scoring property to the new scoring tools.
• Utilize the enhanced datetime property support in marketing emails.

These updates mark a significant step forward for HubSpot, offering users more powerful tools to manage their customer relationships and business processes effectively.