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Game changer

 

 

 

 

 

 

Frodx

Andrej Bergant

What’s New
Out West:
HubSpot
Updates
with
Andrej Bergant  

Pretty much everyone we talked to for this year's Game Changer has multiple talents and could easily fill a few more pages. Andrej Bergant is no exception – he heads up research and development at FrodX. But unlike the others, we actually gave him extra space. Not just a few more pages, but a whole separate interview. Pure coincidence, really – we wanted to cover two distinct areas where Andrej really knows his stuff, and it would've been tough to jam them into one coherent conversation. In the first interview – the one you're reading right now – we focused on what's new with HubSpot. What's changing? What's staying the same? What are the biggest trends? And how can companies use HubSpot to level up their operations without the messy integrations that other solutions typically require? 
TABLE OF CONTENTS
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Andrej, you know HubSpot inside and out. Their annual INBOUND conference just wrapped up. What stood out this year?

 
The most interesting stuff is definitely AI-related. HubSpot jumped on that train pretty much right away, and now it feels like almost every process has that little star icon that helps you get things done faster or better with AI. Let me give you an example from their sales module. Say a new contact gets created or someone fills out a form. AI agents kick in immediately and start preparing things. The Prospecting Agent, for instance, automatically researches the potential customer and their company, then puts together a personalized sequence of emails for that first touchpoint.

What really sets HubSpot apart, though, is how connected everything is. Unlike competitors – I'm mainly thinking of Salesforce and Microsoft Dynamics – marketing, sales, and customer support are truly integrated. The CMS and all operations work hand in hand, without silos, without connecting through other apps and interfaces that usually mean lengthy integrations and data chaos. Switching between modules in HubSpot happens smoothly, without hidden costs, which really speeds up workflows and cuts down on the need for expensive consultants just to use basic new features. 
 

You mentioned the Prospecting Agent on the sales side. What about marketing and customer support? 

 
In marketing, the big news is Marketing Studio. Its goal is to support a marketing campaign from concept to completion. Until now, you started a campaign in HubSpot when you already knew what you were doing. Now you can start by writing down your campaign goal, defining your audience, and HubSpot uses AI to help you build all the necessary elements. From emails to social media posts. Because you don't need separate tools for everything, processes are shorter and less error-prone. Another major update is AI segments, where artificial intelligence helps you find new, hidden segments in your database. People with characteristics you just didn't spot yourself. The third is personalized email content using language models (LLM). This means that in a mass email, you can write a personalized paragraph for each individual based on the data you have about them and their company. 

"Customer Agent resolves over 65% of conversations automatically.
On the customer support side, Customer Agent stands out. According to HubSpot's data, this agent already resolves over 65% of all requests or conversations. That's a level of automation that traditionally required more expensive, more complex systems, but now it's available to a much wider range of companies in HubSpot.
Before, it only worked based on a knowledge base, but now they're adding user authentication capabilities. This means it'll be able to access backend data and answer questions like: “What's happening with my order?”
 

Sounds great. In theory, at least. But what about practice? Are companies actually using these new features? 

 
That's always a challenge in companies. For individuals, it's easier: if they find a new feature they like, they'll start using it. In companies, adoption is harder. Of course, there are power users who follow updates and implement them right away. But most people learn a certain process and stick with what they know. The key is not just presenting new features as technical updates, but explaining what's in it for them. If you just send someone a list of new features, they'll probably skip it. That's why it's also our job to educate existing users. But even that's getting faster now. While more complex systems can take months to roll out and employees get overwhelmed with training, here everything's more straightforward. 
 

How do these updates show up in actual work? Where's the focus? Is it more about efficiency or better user experience?

 
The biggest difference is efficiency. AI means you get more from less: the system suggests the next step, automatically prioritizes things, you can customize the interface for each user so they don't see the whole forest of features, just the basics. What they actually need. And the development speed is way ahead of most other solutions. HubSpot releases over 200 improvements on average every six months. That's impressive. 
 
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Some platforms focus more on B2B, others on B2C. Where does HubSpot fit?  

HubSpot is clearly aimed at the B2B space, where sales cycles are complex and you need to manage longer customer relationships. Marketing and support work everywhere, of course, but in B2C, sales processes are often faster and simpler. But when it comes to more expensive or considered purchases (like cars, insurance, home renovations), even B2C needs a good CRM.
But like I said – most AI features in HubSpot are especially useful in B2B: tracking news, investments, company expansions, market developments, and changes on LinkedIn. These are signals the system can automatically catch and serve up as opportunities to the sales team. In B2C, that's mostly irrelevant. What's Andrej Bergant doing when he's renovating his apartment? We don't know, because it's not in the news. Because it doesn't matter. So there are more benefits in the B2B segment, simply because there's more publicly available information. And these features work in HubSpot without special add-ons or separate modules.  
 

What about integrations with existing systems? 

You can't avoid integrations, but the principle is different than in the past. Fewer complications. In HubSpot, connecting and transferring data between modules is  really simple. If you need data from an ERP or specialized sales tool, you can set it up quickly with integrated APIs without trauma for developers or users. You can really see how important it is that the platform isn't divided into separate applications. This unity is the difference that companies notice very quickly in practice. Because of these API changes in the past year, we can handle integrations with fewer errors than before, which reduces costs and shortens the setup time for new connections. Another big plus, and this is really important, is the financial aspect. Pricing is more transparent. You know upfront what you get and what it costs. No buying additional modules, licenses, hidden costs. That's why integrations are typically cheaper too.

Can companies handle more demanding customizations with HubSpot?

For very demanding, really large structures, some competitors have an advantage in customization. But for most companies – especially in the segment up to 2,000 employees, which in Slovenia can already be a very large company – what's much more important is getting the entire team using the solution as soon as possible. HubSpot's agility is a huge advantage here. For fast-growing companies, it's even crucial: quick adaptation, fast user onboarding, and fewer intermediate apps in daily processes. 

 

Številka 4 | DECEMBER 2025

GAME CHANGER

INSPIRING BUSINESS STORIES OF REMARKABLE PEOPLE
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Inside you’ll find: • Interviews with industry leaders • Deep dive into AI transformations • Strategies for growth