The HubSpot Monthly Roundup - October 2025
04 Nov, 2025
The last HubSpot monthly roundup of the year is officially here! November has been a month of learning and growth, where the largest HubSpot meetup in the UK, GROW 2025, was a huge success. On theme, HubSpot’s AI features have also expanded, where they have acquired a huge AI tool, and made some exciting updates to Claude’s capabilities. Keep reading this month's edition to find out more…
HubSpot’s acquisition of XFunnel.
Announced at the beginning of November and put in place at the end of October, HubSpot have officially acquired Xfunnel. XFunnel are a technology startup, focused purely on helping companies improve their Answer Engine Optimisation (AEO). Over the past few years as AI becomes part of our daily practice, we have seen the gradual shift from SEO to AEO take place. Search engines are no longer where our brands are being found, and companies like XFunnel provide tools for businesses to keep up with this curve, and optimise their AEO. Off the back of HubSpot’s Loop Marketing strategy and concept, the XFunnel acquisition integrates nicely, and reiterates the importance of its ‘Amplify’ stage (where you distribute your content). Businesses can now have more of a presence across LLM’s (platforms like ChatGPT and Claude), where they’re able to keep up with and position themselves ahead of competitors in a new age of searchability with AI.
GROW 2025!
GROW this year was a huge success. We saw keynotes from some very important figures in the ecosystem, mostly giving us insights into the new age of AI and how this affects the way we now work.
Our top 3 keynotes:
Number one has to be Louis Theroux - Story telling in the age of AI, and interviewed by Hannah Prevett. Where Theroux delved into how AI, social media and modern day communication channels are changing the way we tell our stories.
How to show up in ChatGPT - Aja Frost. Centered around the introduction of AEO strategy and its principals. Frost discussed how the world is changing, and how you can ensure you can keep up with AI. Touching on the acquisition of Xfunnel, and other techniques to ensure your brand stays relevant and is always searchable. Overall, giving out some very good advice for the modern day brand to stay searchable.
The Story That Sticks: Building Trust in Your Marketing Data with AI - Mark Debenham. This keynote centered around the meaning of your data. Referencing how those who sit closest to their data sometimes risk forgetting its meaning the most. Debenham discussed how to ground your prompts, tell stories that stick, and how different interpretations of the same data can exist. Reminding us to never forget the meaning behind the data we work with.
Clara Shih.
This November, HubSpot also appointed Meta’s Clara Shih to join their board of directors. This was a big move for HubSpot, as Shih has been a key figure at Meta in terms of their AI initiatives, bringing incredible expertise and knowledge. Interestingly, Clara Shih had previously served as the CEO of Salesforce AI, one of HubSpot’s largest competitors.
Key Product Updates:
One of the biggest updates for November, was perhaps Claude X HubSpot’s best feature yet. It is now possible to create and update your CRM records through Claude, without ever having to go into the HubSpot UI. This saves loads of time going back and forth between applications, and for you to work conveniently in one place. You also have a log to look back on, also stored in one place. This is also hugely symbolic in terms of how HubSpot pushes having AI as an extra member of your team, where you can conversationally ask Claude to perform a task you’d otherwise spend time manually carrying out.
More updates for November:
Custom brand voice with AI, which means you can tailor your AI produced content to multiple brands.
Added drag and drop functionality, as part of the continuous dashboard improvements, to make for easier and simpler usage.
SEO enhancement taking place across the CRM. Whilst we focus on AEO, we cannot forget that SEO still exists and is a key part of searchability.
Overall, a huge month of updates, insightful knowledge shared and exciting prospects through leadership decisions. As we approach the end of the year, we can reflect on the amazing updates we’ve seen across HubSpot, and can’t wait for its development in 2026.
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