2022 HubSpot INBOUND Product Updates & Features Recap

09/16/2022 4 min read Written by Megan Combs

INBOUND 2022 has come and gone!

HubSpot’s INBOUND 2022 conference was both in-person and virtual and attended by more than 60,000 people worldwide. It was full of informative sessions and product updates, all designed to make us better marketers, sales reps, implementers, developers, and more.

In the Day 1 opening keynote (you can rewatch it here if you were a registered attendee), we were introduced to loads of new products and features that we wanted to make sure we recap because they’re about to make your life a whole lot easier. Let’s dig in!

INBOUND 2022 New Products & Features

HubSpot Chief Product Officer Stephanie Cuthbertson introduced five new features we want to share with you.

Marketing Campaigns Tool

In the past few years, data has shown that marketing campaigns aren’t converting like they used to. Privacy changes, marketing fatigue, ads, and search effectiveness have declined and the marketer’s job has gotten harder, Cuthbertson said.

With Marketing Campaigns, all campaign data is automatically connected among teams and consolidated into a SINGLE view, rather than having to click around to find all of your assets. In this new tool, all of your single-channel tactics are entered into a fully orchestrated, omnichannel strategy.


Seeing all of your assets and how they perform in one view allows you to collaborate as one team, rather than working in silos. The reports this tool allows you to pull will break down your goals and how you performed against them, the number of new contacts, how many deals were created, the revenue that came with those deals, and so much more. You can even compare one campaign to another and create customized reports with data you can actually use.

Customer Journey Analytics

Working in tandem with the new Marketing Campaigns, Customer Journey Analytics allows you to see all your marketing moments on one timeline — ads, emails, page views, etc. 

The line graph will show where customers continue on their journey and where they fall off. This will allow you to shift gears in your marketing strategy by removing ads, content, and emails that just aren’t hitting the mark. You can even filter on specific key data to, for example, find a specific path an individual customer took to convert.

Crafted Data Management

If your data is a tangled mess, this feature is for you. It can be overwhelming to sort through your data, looking for something to help your company succeed. Cuthbertson shared that 60% of CRM data goes unused. That is a lot of potential wasted.

Crafted Data Management will help you create clean, clear, and connected data by default. You can start by modeling how your business work in data with a new data model overview that visualizes the data quickly and easily. They’ve even added a Custom Object Builder to make it even easier.

What about bad data? This tool will help you keep it out. Almost half of new records are likely to have some bad data, whether it’s incorrect formats, missing data, or otherwise. A new feature called Property Validation will help you enforce your data model and keep your data clean, organized, and usable. You can add specifications to properties like minimum/maximum numbers (for zip code or phone number, for example) that helps you screen data before you import. 

What about missing data? A new automation feature lets you create a formula for starting and end dates so that you don’t have to keep track and risk losing either a client or revenue (or both!).inbound-2022-hubspot-data-quality-software

Lastly, the Data Quality Command Center helps clear up data that doesn’t quite fit your needs. It will constantly watch your data and pipelines so you can catch common problems like broken data syncs, duplicate data, or bad data formatting. The best feature of this command center? The AI-powered automation recommendation. It uses machine learning to review data automatically and suggest fixes for you.

Customized CRM

You can now build custom integrations directly into your records. You can curate the space with exactly the content you want, custom cards to display there, tailor the sidebars and even create different views for different teams. All of this helps every team find exactly what they need to succeed.

HubSpot Payments

You want to get paid, right? It’s time to transact online. Most B2B companies are moving in this direction, but they’re using up to five tools to complete a single transaction. Sounds like a disparate system nightmare for you and your customers. 

People have become accustomed to easy e-commerce transactions, and HubSpot Payments delivers on that want. Bringing your whole invoicing, contracting, and buying process in-house means you can find all the data you need to complete a transaction in one place, and you’ll delight your customers.

Learn more about HubSpot Payments here.

Get Started with HubSpot Today 

The HubSpot CRM gets better and better every year, and with all the new ways you can collect, store and use data, you can turn your business into a powerhouse. If this all sounds good to you, but you’re not sure where to start, we can help. Our HubSpot onboarding experts are ready to set you up for success with the platform. Get started today.

By: Megan Combs

With a background in magazine journalism, Megan channels her love of the English language and grammar into her writing and editing. Before joining Lynton, Megan was a top content marketer at a digital marketing agency, where she helped clients translate their brand promises into strategic digital and social media messages.

Subscribe Today

Stay Up-to-Date With HubSpot and Marketing Trends

Never miss a beat with the latest marketing strategies and tactics. Subscribe to the Lynton blog and receive valuable insights straight to your inbox.