09/22/2026
The Highway 9 crew is back from Boston after three full days at UNBOUND. HubSpot gave us plenty to think about and even more to put into practice.
A few takeaways from our time at UNBOUND, with improvements across AI automation, ABM, and RevOps:
• The CRM can now update itself using context from emails, meeting notes, call recordings, and other customer interactions. This can help sales teams prioritize follow-up, focus on deals most likely to close, and identify gaps that could delay or derail a deal.
• Breeze Assistant can now take action across the HubSpot portal, not simply answer questions. Its AI agents can help build workflows, prospect for new clients, create marketing campaigns, and automate sales follow-up.
• HubSpot’s ABM improvements bring buyer intent, data enrichment, and the prospecting agent closer together. This makes it easier to run ABM campaigns within HubSpot, with less reliance on add-on tools and integrations.
• The new Marketing Studio brings campaign planning, creation, personalization, and analytics together within Marketing Hub, using Breeze to help teams manage the process.
Together, these improvements can support a stronger RevOps program. The CRM stays current, AI understands more of the account context, sales teams get better insight into open deals, and marketing teams get clearer campaign intelligence and direction on what to do next.
Thanks to HubSpot for bringing it all together. We’re already looking forward to next year!
