Top 10 HubSpot Features You’re Probably Not Using (But Should Be)

At Centralise, we work with teams of all shapes and sizes, from fast moving service led SMEs to scaling ecommerce brands, B2B tech companies, and everything in between. No matter the industry, one thing comes up time and time again:

Most people only use a fraction of what HubSpot can do.

It’s completely understandable. When you’re focused on getting the basics right, launching a campaign, sending an email, closing a deal it’s easy to stick with the tools you started with and never look past them.

HubSpot is packed with underrated features that, when set up properly, can save you time, improve data quality, boost conversion rates, and help your team work more strategically.

So we did what any good HubSpot partner would do — we went around the office (yes, the actual office!) and asked some of the Centralise team what they thought. 

Here’s what made the cut, 10 game changing HubSpot features that Tom, Craig, Chris and Alex all think businesses should be taking advantage of.

1. Snippets

Snippets are short text blocks you can drop into emails, notes, and ticket replies. Think “mini templates” — perfect for call follow-ups, FAQs, or onboarding new team members.

Why we talk about it:
Because teams waste hours typing the same phrases every day. With Snippets, you keep messaging consistent and free your team up to focus on actual conversations. 

We build out Snippet libraries early in onboarding, especially for sales and service teams. It’s a low effort win that pays off quickly.

2. Goals 

HubSpot Goals are measurable targets you can set within the HubSpot platform to track performance across sales, marketing, and customer service. They help businesses align their teams and adjust strategies to stay on track to progress. 

Why we talk about it
Because sales leaders need more than “gut feel” to hit targets. Forecasting helps teams be proactive, and alert to when goals aren’t going to be hit, based on deal, marketing or service data.  Once forecasting is configured properly, we often see leaders feel instantly more confident about what’s coming next and they are able to plan activity better for the month and the quarter. 

Want to add Goals to your reports dashboard? Speak to our experts today.

3. Custom Reports

Custom reports in HubSpot often get overlooked, not because they’re hard to find, but because most teams settle for the default dashboards. Those work fine for surface level metrics, but they rarely answer the bigger questions:

What’s really driving revenue? Where are deals stalling? Which activities move the needle?

That’s where custom reporting comes in. You can combine data across sales, marketing, and service to track the things that actually matter to your business like conversion rates, rep performance, or campaign influence on closed deals.

It can feel a bit complex at first, which is why many users avoid it. But the payoff is huge.

Why we talk about it
Because when you stop settling for standard reports and start building ones that reflect your actual goals, HubSpot becomes a far more valuable tool. We help clients turn scattered data into clear, actionable dashboards, the kind that drive smarter decisions, not just prettier charts.

Let's get your custom reports in today.

4. Target Accounts

HubSpot’s Target Accounts feature is built to support businesses running (or ready to run) account-based marketing (ABM) and sales strategies, where your team focuses time and effort on the accounts that matter most. It allows you to designate specific companies as target accounts, giving you a central place to track activity, buying roles, engagement, deal progress, and recent interactions at the company level not just individual contacts.

At Centralise we think the ABM dashboard is pivotal for companies running ABM. It makes it easy to visualise outreach across the buying committee, monitor which accounts are active or at risk, and ensure no key decision-makers fall through the cracks. 

Why we talk about it
We use it to help align marketing, sales, and even customer success teams around shared goals, whether that’s landing a key account, accelerating deal cycles, or improving the experience for important clients. It makes high-value relationships visible and manageable, so your team can move more strategically, not just reactively.

5. HubSpot Payments 

The one we have all been waiting for…….HubSpot Payments lets you send quotes, share payment links, and collect revenue, all without leaving the CRM. Keeping everything in one system and operating a source of truth will be game changing for businesses. 

You can send a quote and take payment in the same flow — no jumping between platforms, no clunky handoffs, no chasing invoices days later.

Why we talk about it 
The fewer steps there are between “yes” and “paid,” the better. HubSpot Payments simplifies the final mile of the sales process, especially for businesses running high volume or low friction deals. It may also save the subscription cost of other platforms or integrations that were historically used. 

Need help setting up Payments?

6. Custom Dashboards

Custom dashboards in HubSpot let you build management reports that are truly tailored to your business, whether you're tracking sales velocity, marketing ROI, pipeline health, or service SLAs. 

Why we talk about it
Working through your portal, we understand how those custom properties are driving accurate and credible management information. We will always put forward ideas to our clients about specific reporting they may want to focus on, and by providing training, we can give them the confidence to optimise and tweak those reports in the future. 

7. Lead Scoring

Lead scoring lets you assign points based on real engagement, things like visiting the pricing page, opening emails, clicking CTAs, or filling out forms. It’s one of the simplest ways to help a sales team focus on leads that are actually showing buying intent, not just names in a database.

Why we talk about it:
Not all leads are equal, but many teams still rely on gut instinct over real engagement. Lead scoring often gets overlooked because it feels complex, but it doesn’t need to be. We usually start small, using simple rules based on actual buyer behaviour like visits to key pages or email engagement. Even a basic scoring model helps reps focus on the right leads, waste less time, and close faster. Over time, it becomes a powerful way for marketing and sales to stay aligned on what a ‘good lead’ really looks like.

Free Lead Scoring Template

8. Duplicate Detection

HubSpot’s duplicate management tool uses AI to automatically flag potential duplicate contacts and companies and makes merging quick and painless.

Why we talk about it
Because messy data leads to inaccurate decisions. Duplicate contacts mean multiple reps chasing the same lead. Duplicate companies throw off your reporting, pipeline accuracy, and marketing lists. And without regular clean-up, those small issues compound fast. Keeping your CRM clean is critical for reporting accuracy, but also for team trust and portal adoption. We often build this into monthly data hygiene check-ins or onboarding clean-up plans to mak

9. Smart Content

Smart Content lets you tailor emails, landing pages, CTAs even on-page copy based on who’s viewing it. You can customise by lifecycle stage, persona, device type, location, and more, all without duplicating effort. In a world full of generic messaging, personalised content is what gets noticed. Whether it’s a first-time visitor or a long-standing customer, Smart Content helps you deliver the right message at the right time. 

Why we talk about it 
We often use it to tailor nurture emails, swap CTAs based on lifecycle stage, or change headlines depending on who's reading. It’s a powerful way to boost engagement, drive conversions, and create a more relevant, user-friendly experience  all within one unified flow. If you’re investing in driving traffic, Smart Content helps you make the most of every visit.

Do you want to move your content to HubSpot?

10. Remix 

HubSpot’s Remix tool lets you re-purpose all of your hard earned content into multiple assets. Turn blogs into podcasts, videos, or social posts and track which channels generate the highest engagement and traffic. Then, use those insights to replicate marketing that works for you. 

Why we push it at Centralise:
We know how much time and effort developing and creating content can take. The handy remix tool helps our clients save time in asset creation and using the AI tool, gives great ideas for new messaging and style.

Note: As great as it is, remix is currently available only for Professional and Enterprise Content Hubs.

It’s Not About Using Every Feature Just the Right Ones

We’re not saying you need to use every feature HubSpot offers. But if you’re already investing in the platform, these tools can massively improve how efficiently your teams work and how clearly you understand what’s working.

At Centralise, we help clients adopt HubSpot in a way that actually sticks,  showing teams the “why” behind the tools and helping them feel confident using them. If that sounds like something your business could use, we’d love to chat.