Mavlers’ CRM Hub: March 2025 Updates

CRM vendors keep on fine-tuning their products, not just to retain the competitive edge, but to meet evolving user expectations as well. 

However, one of the biggest challenges is to keep up with the progress. It’s just too easy to scroll through loads of release notes in abject despair before you end up delegating the task. Being subscribed to a variety of CRM-related newsletters is enthusiastic initially, but soon, fatigue creeps in, as there seems to be an update almost every other month. 

Keeping these challenges in mind, we’re kicking off a monthly curation of CRM updates on our blog to help you: 

• Stay on top of CRM updates minus the daze of release notes
• Prioritize essential updates over gimmicked announcements
• Appreciate the importance of an update without scrambling over to your tech-head; we’ll strip down the Morse code for you
• Implement necessary tweaks to your CRM to maximize utility

In today’s post, we’ll be sharing CRM software updates of March, 2025. So, let’s get started with the first CRM on the list, Braze. 

1. Braze

2. Adobe Marketo

3. Iterable

4. Klaviyo

5. Salesforce Marketing Cloud

6. HubSpot

1. Braze

Braze’s March 4, 2025, update centers on streamlining developer tools, enriching user profiles, and improving campaign flexibility:

• Introduction of Braze IDs

Braze has introduced a Braze ID to user profiles. If you want to locate a specific user, you can search for them by their Braze ID. 

Earlier, Braze relied on a combination of traditional user identification methods, such as external ID, user attributes, user aliases, etc. While these filters still exist, a dedicated Braze ID for each user significantly improves search accuracy and reliability. A targeted attribute like Braze ID can come in handy in the case of large databases where finding users by other attributes can yield multiple results. One of the biggest advantages is that it does away with the problem of incorrect data, such as wrong email addresses, typos, obsolete phone numbers, etc. 

• Deferrals 

Another significant update is the introduction of deferrals. So Braze defines a “deferral” as an event when an email isn’t immediately delivered, but Braze tries to deliver it until 72 hours after the failure. If after multiple retries the email is still undelivered, Braze will record it as a single soft bounce, unlike previously when every failed attempt used to be characterized as such.

Collapsing multiple events into a single one should offer a better, more reliable view of email deliverability. So, where inflated soft bounces misrepresented campaign health, a frequency cap could prevent undue intervention. Cleaner data will lead to better analysis. 

• Context steps for Canvas

A Context step will define the “contextual positioning” of a user as they move through a Canvas. So, let’s say a user views a product; a Context step is created using a variable called last_viewed_product. 

The objective of Context steps is to allow you to “dynamically” modify campaign flow according to user actions. Braze points out how you can use Context and Delay steps to personalize campaigns. 

Take the Context variable last_viewed_product. 

You can use this and create a personalized delay step (30 minutes), then send out a browse abandonment email. 

• Live Updates in Android 

Android’s Live Updates, similar to iOS’s Live Activities, is set to bring users the benefit of dynamic notifications on their lock-screens. 

While it’s not officially available until Android 16, you can now use the feature in Braze, which allows you to “emulate” the behavior of the new notification system. Evidently, by introducing this functionality, Braze has reaffirmed its commitment to offering robust omnichannel experiences to your audience. What’s more, you can leverage the feature for older Android versions, too.

It’s worth mentioning here that from now on, new types of WhatsApp messages are also supported by Braze. 

• Campaign Copying 

Campaign management in Braze should be more efficient now that you can copy existing campaigns across multiple workspaces. 

Say you want to test a campaign before launching it. 

Instead of recreating it from the ground up, you can just copy it from a test workspace to a production workspace. 

Thus, it simplifies campaign management to a great extent. 

Our Verdict: Braze’s latest updates are a solid step toward smarter, cleaner, and more adaptive marketing. Features like Braze ID and deferrals improve data accuracy and reliability, while Context steps and Android Live Updates unlock deeper personalization and true cross-channel engagement. It’s clear Braze is aligning with the future of marketing, one that’s dynamic, data-driven, and user-first.

Need help with Braze? Get in touch with our Braze-dedicated team.

2. Adobe Marketo 

Adobe Marketo’s latest updates prioritize modern email creation, more streamlined event management, and API rejigs: 

• New Email Designer 

Previously only accessible in Email Programs, the New Email Designer emails are now available across Engagement, Default, and Event Programs. With the availability of cloning as well, you can not only use the New Email Designer across programs but replicate designs across those programs, too; this is a significant improvement to the workflow.

• Generative AI Features

 You can now use gen AI to generate summaries and chapters of your On-demand webinars. 

You also have the ability to edit and export the data in HTML format. 

• My Tokens Expanded

You can now configure My Tokens at the workspace and global level, so that you can enjoy greater control over your brand and marketing assets across multiple workspaces. 

So any update at the workspace level will also reflect at the global level, and vice-versa. 

• Trigger Tokens Expanded

Marketo’s expanded support for Trigger Tokens seeks to add depth to personalization. If any custom activity or an insignificant trigger generates data, you can access and use that data in your campaign flow. 

So as a marketer, you can capture any trigger which you think can improve CX for a particular audience, and convert it into an Interesting Moment. 

Our Verdict: Marketo’s latest updates reflect a strong push toward flexibility, personalization, and AI-powered efficiency. The expanded use of Tokens—both Trigger and My Tokens—gives marketers granular control across workspaces, which is crucial for scaling global campaigns. Combined with the New Email Designer and generative AI capabilities, these features help simplify execution while enhancing customer experience. It’s great to see Marketo doubling down on both usability and intelligence.

Need help with Marketo? Get in touch with our Marketo-dedicated team. 

3. Iterable

Iterable has rolled out a few design and performance updates—the focus once again being on improved access to user profiles:

• Error Handling Improved

Iterable’s segmentation query builder now highlights a missing field so that you can fix it at the source. 

• Improved Page Load Time

Iterable has made performance updates to improve page load time, and make segmentation queries run faster. 

Our Verdict: Iterable’s latest CRM marketing updates may seem minor on the surface, but they address two key pillars of marketing automation: visibility and speed. Improved error handling in segmentation saves time and reduces campaign risk, while faster query performance directly impacts marketer productivity. These kinds of foundational improvements go a long way in building trust with power users.

Need help with Iterable? Get in touch with our Iterable-dedicated team.

4. Klaviyo

Klaviyo rolled out a couple of major updates with respect to attribution and push notifications. Let’s take a quick look:

• Historical Attributions Accessible

You can now view any changes made to your attribution settings. 

The update’s significant as far as campaign management and reporting are concerned. Going forward, we expect the update to improve campaign performance analysis and reporting accuracy, increase accountability among multiple teams, and refine troubleshooting and auditing. In fact, access to attribution history should also help you to understand customer journeys better. 

• In-app Forms Introduced 

You can reach out to your app users through Klaviyo’s in-app forms. As of now, the forms are available as popups.

One wonders why they’re called forms except for the obvious reason of brand differentiation, although it could also be due to the fact that you have to create in-app messages in Klaviyo’s forms editor. All in all, the feature is nothing but a foray long overdue into in-app messaging. 

But it’s a major update, and it will have many takers in the e-commerce world. 

Our Verdict: Klaviyo’s updates strike a good balance between attribution transparency and expanded in-app engagement. The ability to track historical attribution changes is a major win for multi-team accountability and data-driven decision-making. And while in-app forms may seem like a basic rollout, it marks Klaviyo’s much-needed step into the realm of deeper mobile engagement — especially valuable for e-commerce and retention-driven brands.

Need help with Klaviyo? Get in touch with our Klaviyo-dedicated team.

5. Salesforce

Salesforce’s Spring release is a chock-a-block with updates. But here are the most relevant picks: 

• AI-powered Campaign Creation

You can now use Agentforce to generate campaign content. Apart from that, Marketing Cloud’s Prompt Builder now features a campaign brief prompt which will generate a brief description of a campaign, audience description, and campaign goals. 

Notably, you can now use Agentforce to create marketing campaigns at large. Agentforce will refine your campaign strategy, flows, and content from a centralized interface.

• Increased Visibility into Email Send Issues 

Marketing Cloud will now enable you to have more granular insights into post-delivery issues. Increased granularity means you can identify and troubleshoot email deliverability snags with greater promptness and accuracy. 

• Data Stream Automation

From now on, you no longer need to manually set up data streams in Data Cloud. Salesforce’s Account Engagement (formerly, Pardot) will automate the entire process. In addition, you can also copy your marketing assets—email, form, landing page—to your Salesforce CMS. 

Our Verdict: Salesforce continues to blur the line between strategy and execution with this release. The integration of Agentforce into campaign creation is a huge leap toward intelligent automation — enabling marketers to build, refine, and deploy campaigns faster from a centralized AI-driven interface. Add to that enhanced deliverability diagnostics and automated data stream setup in Account Engagement, and SFMC is clearly focusing on both scale and precision. These upgrades don’t just add features; they reduce friction across the entire marketing lifecycle.

Need help with Salesforce Marketing Cloud? Get in touch with our SFMC -dedicated team.

6. HubSpot

Hubspot released a number of exciting updates. Here are the ones you should be stoked about the most:

• New CTA Testing Interface

HubSpot has introduced a new CTA testing interface. 

Why is this something to be stoked about? With this update, you can now run various test CTAs to determine the best variant—without having to muddle through your spreadsheets to manually track the performance of each variant. Save effort, save time, and focus more on the creative aspect of the job. 

• Time Zone-aware Workflows

Good news for account managers out there! With the introduction of time zone-aware workflows, you no longer have to worry about ensuring that campaigns launch at the right time in multiple regions across the world. 

• Breeze AI Integration

HubSpot’s new Breeze AI integration is set to be a game-changer. 

To begin with, Breeze Copilot, an AI virtual assistant, will help you create workflows, summarize CRM records, and even create landing pages, among other things. 

The integration also brings a number of AI agents to automate your tasks across marketing channels. For example, the Social agent generates posts for your social media campaigns; the Customer agent streamlines live chat conversations with your customers. 

Breeze Intelligence tools will enrich user data, evaluate buyer intent, and shorten forms. 

To sum up, from content creation to analytics, HubSpot’s Breeze AI integration covers the entire gamut of marketing. 

Our Verdict: HubSpot’s new CRM features show a strong pivot toward intelligent automation and user-centric optimization. The new CTA testing interface removes manual guesswork, freeing marketers to focus on creative strategy. Time zone-aware workflows are a blessing for global campaign coordination. But the real star here is the Breeze AI integration — it’s shaping up to be a full-stack marketing assistant, handling everything from workflow creation to buyer intent insights. For teams looking to scale smarter, this is a major step forward.

Need help with HubSpot? Get in touch with our HubSpot-dedicated team.

Wrapping Up!

March’s CRM vendor updates were chiefly around AI integrations and campaign management optimization, as illustrated below.  

But, with ever-shifting market trends, we may be looking at a completely different picture next month. Because, as we implied at the outset, CRMs are always a work in progress. 

However, with experts like us, you’ve no need to worry about having to keep up. Our team is up-to-speed, and we’re ready to leverage any update that can maximize the value for your customers. If you need help with our CRM-related services, please feel free to get in touch!