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Inbound Marketing Insights

HubSpot Product Updates from INBOUND 2021

Posted by Elyse Flynn Meyer

Inbound 2021INBOUND 2021 has been a great virtual conference experience so far. While it's quite different from past years, HubSpot has done a great job with the technology, interaction, and virtual networking opportunities for attendees. Every year, there are many new and exciting product announcements at INBOUND, and this year is no exception. The following are the product updates that we find to be the most exciting and beneficial for organizations to consider.


  • Custom Behavioral Events: This is a powerful tool to take customer micro-targeting tactics to the next level. Custom behavioral events allow organizations to segment and trigger actions based on any behavior of their contacts. This allows companies leveraging HubSpot to immediately begin workflows based on certain behaviors, notify sales reps when their prospects take unique actions on their website, and segment visitors based on behavior-to-scale marketing impact. Why is this helpful? You can:
    1. Better understand behavior and impact performance based on specific actions taken on your digital channels
    2. Enhance personalization while nurturing custom buyer journeys
    3. Meet leads at the right time and place
    4. Leverage custom reporting to illustrate the power of highly-relevant marketing

  • HubSpot Payments: This new tool (in beta), HubSpot Payments, natively processes payments within the HubSpot CRM platform, including three primary features:
    1. Payment links
    2. Recurring payments
    3. Native quotes + payments integration
    You can now digitize payments, accelerate revenue growth, and enable a seamless buying experience for customers.

  • Customer Portals: Customer Portals empower customers to get the help and information they need when they need it. It minimizes repetitive tasks for support reps and increases transparency and trust between reps and customers.HubSpot’s new Customer Portal is a web page behind a login where customers access and reply to support tickets. It allows customers to log into(and out of) a web experience directly or through a third-party authorization system and allows logged-in customers to create new support issues and take action on open issues. Connected to a shared Inbox, it keeps ticket conversations going between customers and reps, offers access to their Knowledge Base, and can be customized to fit their brand with no coding required.

  • Custom Surveys: Industry-standard feedback survey types such as NPS surveys are important to keep a pulse on overall satisfaction — but they don’t allow companies to derive deep insights and answers to their most pressing questions about the customer experience. With custom feedback surveys directly in HubSpot, HubSpot customers can solicit the feedback they need for unique products or services, deepening customer relationships and making changes to processes to positively impact their customer's journey. HubSpot customers can add unlimited questions, use diverse question types (star ratings, radio select, text fields), and easily share their survey with an email link and webpage link.

  • Multiple Business Unit Alignment: Business Units are a delineation of a customer's multiple brands in a shared HubSpot portal. With business units, customers can confidently manage contacts, marketing and sales assets, and settings across multiple brands within HubSpot. This has been a sticking point for many enterprise companies working with many brands in the past, and HubSpot now has a solution for this. HubSpot customers can easily run cross-sell and upsell campaigns to reach every segment of their audience, track contact interactions and communication preferences with each brand, and report out on performance across their business.

  • Updated Associations: The new HubSpot association functionality will feature:

    1. Records: Sales reps can see who’s involved in a deal
    2. Email: Marketers can include personalized information from a contact's company properties
    3. Workflows: Ops can run workflows to associate contacts onto a deal

These are some of our favorite product updates from INBOUND 2021. If you're interested in learning more and seeing how you can use some of these new tools in HubSpot, schedule a complimentary consultation and we would be happy to walk you through the updates.

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Topics: Inbound Marketing, HubSpot

Elyse Flynn Meyer

Posted by Elyse Flynn Meyer

Elyse Flynn Meyer is the Owner and Founder of Prism Global Marketing Solutions, an inbound marketing agency and HubSpot Diamond Partner based in Phoenix, Arizona. Elyse is the author of the book, Mastering Inbound Marketing Your Complete Guide to Building a Results-Driven Inbound Strategy. She is also a frequent contributor to Forbes on digital marketing.