The HubSpot Tools You Should Be Using (By Plan Level)

HubSpot has been on a roll with Breeze AI, launching new features faster than most teams can keep up with. It’s now been hardwired into every hub, and each subscription tier unlocks a new set of powerful tools. Don’t get us wrong, it’s great that there's so much out there to explore, but many companies are paying for features that they don’t even realize they have.

If you need a quick introduction to what’s most worth your time, we've put together a breakdown of our favorite new capabilities, organized by the hub and tier they live in.

Available For Everyone

Breeze AI’s core tools are open to everyone with at least a Starter subscription. Every HubSpot user gets access to preset agents, which serve as digital specialists trained to analyze every aspect of your business. The deal-loss agent, for example, can dig into your last two years of lost deals. It pulls straight from your CRM to surface the root causes and gives you a better blueprint for action.

Agentic workflows are also on the house. They allow users to set up automated actions activated by particular behaviors. If a contact matches a target persona and shows buying intent (for example, multiple users from one domain visiting your site), HubSpot can automatically alert your sales team with relevant insight into that company. Best of all, because these tools pull from your own CRM’s data, they're less prone to the hallucination issues that other AI tools have.

Pro tip: Get more relevant advice from the deal-loss agent by asking more specific questions when you run it, like "Why are we losing late-stage deals in the chemicals segment?". The tool can tailor its responses to any question you ask, so take advantage of that functionality by continuously fine-tuning your questioning. 

Marketing Hub Professional

AI search engines are rewriting your buyer’s flight path, and HubSpot’s AEO and SEO review tools put you in the cockpit. After you plug in your information, HubSpot shows you the prompts your audience is asking their AI assistants and tracks how often you show up in those answers compared to your competitors. The tools even give you actionable feedback on how to improve your rankings.

Buyer intent and segmentation tools are your radar to spot what your audience cares about and how much. You can use these tools to set intent thresholds to activate outreach at the perfect moment with the service or product that has their attention.

Pro tip: Run multiple AEO tools in tandem to get the best results possible. For example, the free AEO Grader can give you a better idea of where your brand holds authority, while the AEO tool inside Marketing Hub runs your prompts daily and tracks citation patterns over time. Use them together, and you’ll have a smoother AEO operation going forward. 

Content Hub Professional

The content remix tool does exactly what its name implies, and it does it well. All you have to do is feed it your latest blog post or landing page, and HubSpot will seamlessly spin that same content into emails, social posts, and more, all using your brand’s unique voice. 

Pro tip: Save successful remix combinations (for example, blog article to social post) as templates to help your team rerun those exact patterns for the next piece. You can also feed remixes with up to six sources at once, so pairing a blog post with a webinar recording might produce something more engaging than remixing a single page on its own.

Data Hub (Starter and Professional)

Data enrichment in Data Hub hunts down missing fields and duplicate records and fills in the missing information with fresh data from external sources. It’s the perfect antidote for those half-baked trade show lists with just names and emails messing up your database. Just remember that with privacy rules tightening, you’ll need a foolproof process for handling deletion requests. Enriched data is, and always will be, your responsibility.
Data Hub also features the Data Agent, an AI layer that reviews your deals and sales data and recommends the best information to collect for sharper sales and marketing decisions.

Pro tip: Turn on all three enrichment settings ("Automatically enrich new records," "Continuously enrich existing records," and "Automatically enrich recently engaged contacts and companies") so your database refreshes monthly. 

Sales Hub (Starter and Professional)

The sales workspace is mission control for your reps.  Every member of your team can see their daily tasks and approved outreach playbooks, so everyone flies in formation with the same processes and messaging in their hands.
The prospecting agent finds companies showing buying signals and drafts outreach for them. As soon as a hot lead pops up, you’ll be ready to take action and strike.

Pro tip: Create a separate play for each target market and value proposition. Plays are the instruction sets that tell the prospecting agent how to research and how to reach out. Dedicated plays keep outreach unique for each of your ICPs and guarantee that the right tone is being used.

Check Your Credit

All of these tools run on HubSpot Credits, a monthly allowance that starts at 500 and scales up depending on your plan. Every agent action draws from it, including buyer-intent monitoring, which costs 10 credits per company per month. That might not sound like a lot, but if you're monitoring 50 companies, that'll exhaust a Starter allowance on its own before you even touch another tool. The best plan of action to stop that from happening is to set a global credit limit for the account and feature-specific limits on the tools you use most.

Time to Take the Controls

These tools are only as sharp as the foundation you give them. If you feed them clean data, they’ll deliver the results you paid for.

The most valuable thing a company can do is ensure that its HubSpot portal is properly organized and that its positioning is clearly defined before layering on automation. A semi-annual audit of each hub also keeps things sharp, especially as your business and HubSpot's own feature set continue to evolve.

HexaGroup has been a HubSpot Platinum Partner for over a decade because we know firsthand the results it delivers. Work with us, and you get a team HubSpot trusts as best in class, with direct lines to product teams, early access to new features, and advanced training that keeps us ahead. If you want  a second set of eyes on your HubSpot setup, we’ll audit your implementation and make sure every tool is working for you how it should. 

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