[Closed] Marketing Hub Enterprise AMA: Multi-Account Management, Lookalike Lists, Journey Automation

[ajacks228]

 

Hi HubSpot Community,

My name is Anissa, and I'm a Product Marketing Manager here at HubSpot! I'm hosting this AMA to answer all your questions about the exciting new Marketing Hub Enterprise features we just announced at Spring Spotlight 2025.

Our product experts and I are here to discuss our three powerful new MHE features: Multi-Account Management, Journey Automation, and Lookalike Lists. These innovations are designed to help your marketing teams work faster and deliver stronger results with less effort.

Our AMA will be open for questions from Monday, April 14th to Friday, April 18th. Drop your questions about these new features in this thread, and we'll answer them!

Not sure what to ask? Here are some example questions:

1. How can Multi-Account Management help my business manage multiple brands more efficiently?
2. What makes Journey Automation different from traditional Workflows, and how can it improve our customer experience?
3. How does Lookalike Lists leverage AI to help me find more high-quality prospects similar to my best customers?
4. What kind of time savings can I expect when using these new features compared to our current processes?

Whether you're curious about implementation, strategy, or how these features can address specific marketing challenges, we're here to help you realize value fast with Marketing Hub Enterprise.

Looking forward to your questions!

[LSmith253]

Hi there, 

I would like to leverage Lookalike Lists to improve my marketing efforts. Can. you help me understand:

• How do Lookalike Lists help save ad spend for my audiences that matter the most to my business?
• In what ways can Lookalike Lists help me reach people who are most likely to convert? 

Appreciate your insights 🙂 Thanks! 

[ajacks228]

Hi! So glad to hear how you want to use Lookalike Lists for your marketing efforts, here's some insights for your understanding!

1. Lookalike Lists help you focus your budget where it counts—on people who are more likely to engage and convert. Instead of casting a wide (and expensive) net, the AI analyzes your seed list to find contacts in your CRM who closely match the traits and behaviors of your best customers. That means you can sync higher-quality audiences to Ads with less guesswork, reduce waste from low-intent clicks, and get better ROI from every dollar you spend.

2. The magic is in the model. Lookalike Lists don’t just match surface-level attributes like job title or location—they analyze deeper engagement signals and intent patterns across your CRM. The result? A new list of contacts who act like your best customers—so you can run campaigns, trigger automations, or hand off leads to sales with a much higher likelihood of conversion.

I hope this helps!

[HEdwards4]

Hi Anissa and team, 

Thank you for hosting this AMA! I'm keen on learning more about Journey Analytics and Journey Governance. 
How does Journey Analytics provide performance reports?
What permissions and oversight feature does Journey Governance include to ensure smooth automated journeys?

Thank you in advance!

[EGolborne]

Hey Hannah,

There are 3 features within Journey Analytics:

• On canvas metrics allow you to see the flow of contacts through your journey. They show you which path contacts are taking, where they're dropping off, and how many are making it to the end successfully. You can't download these as reports right now. 
• For each stage, we automatically create Customer Journey Reports for you based on the actions configured in them. These show you the different paths customers are taking within that stage, how they're engaging with your assets, which contacts are taking which path, and how long it takes to complete the stage. 
• We also have a Performance page for each journey, similar to Workflows, that shows you an overview of key automation metrics. 

You can find more information and better visuals in this How To video as well!

For Journey Governance, we have more granular permissions such as Edit, View, Create, Publish, and Delete. This allows you to have more control over who can publish and build your journeys.

Hope this helps!

[Onkar03]

Hi Anissa and the HubSpot team,

Thanks for hosting this AMA! I'm particularly interested in learning more about Journey Automation.

Could you elaborate on what makes Journey Automation different from traditional Workflows? Specifically, how does it better adapt to individual customer actions and deliver a more personalized experience throughout their journey?

Also, could you provide an example of how Journey Automation could be used to nurture leads who have shown interest in a specific product line on our website, moving beyond a linear, one-size-fits-all approach?

Looking forward to your insig

hts!

[EGolborne]

Hi there!

The two key differences right now are:

1. Journey Stages: The stages within a larger Journey make it easier for you to guide your contacts toward the most relevant experience based on how they're interacting at each stage. This ensures that customers—based on where they are in their lifecycle, intent-level, or engagement-level—receive content tailored specifically to their needs at that moment.

2. Simplified automation Logic: Based on our customer's feedback, we've made the branching logic in Journeys much simpler—especially around the "Wait until activity" feature. It’s now easier to create scenarios like following up with contacts who viewed a form within a specific timeframe, without all the complexity in Workflows.

While it is technically possible to build these kinds of experiences in Workflows using multiple workflows or large branches, embedding this functionality directly into Journeys makes it a lot easier and more intuitive. We've found that this encourages users to build more personalized, effective experiences. We're also continuing to build out more marketing automation needs in the tool!

In terms of an example Journey - the templates within the tool are helpful to get you started, and this video is a great resource of how to build a multi-stage journey. 

[DMueller0]

Hello, 

I'm new to HubSpot.

I'm curious to know how Multi Account Management differs from simply managing multiple portals with different logins?

Do you have any learning resources to help me get started with this feature?

Thank you

[MarkMiller]

Hi! Multi-Account Management is a feature that sits on top of a customer's multiple portals. So a customer first purchases multiple portals with their different logins. Then from there, Multi-Account Managements can help you grow revenue and save time by connecting data and assets across the different portals.

You can learn more by reviewing these resources:

• Demo Video
• Knowledge base article for Getting Started
• Knowledge base article for Asset Copying
• Knowledge base article for Data Mirroring

[kvlschaefer]

Hi @ajacks228,

Thank you for hosting this AMA! I'm particularly curious about how Lookalike Lists can help me improve my newsletter metrics:

• How can Lookalike Lists help me improve the targeting of my email campaigns to ensure higher engagement and conversion rates?

• How can I use Lookalike Lists to segment my email list more effectively, and are there any best practices for tailoring email content to these lookalike segments? 
  
  

I also wanted to extend an invite to our community members to ask questions about Marketing Hub Enterprise: 
Hi @Josh, @Lucila-Andimol, @Jnix284, @TomM2, @Jigar_Thakker, @Humashankar - Hope you're well! @ajacks228 is hosting an Ask Me Anything session this week with members of the HubSpot Product Team. The team is happy to answer your questions about Marketing Hub Enterprise features or prdouct feedback. Thanks for considering this opportunity 🙂 

Have a great day! 
Kristen

[ajacks228]

Hi Kristen, great questions!

Lookalike Lists help you start your email campaigns with smarter targeting. Instead of emailing your full list or guessing who might engage, you can build a new audience based on the contacts who look like your best customers. Think of it as a new narrower variant in AB testing. This is likely the group that's most likely to engage/buy from you that have engaged/look similar to your seed list customers. What were they interested in? What offer can you send them? You can also use the lookalike list in another list to further break it down to those in a lookalike list who work in industry x or have engaged with content y to personalize that email further.

Lookalike Lists give you an edge when building intent-based segments. For example, if your seed list is made up of users who purchased a premium plan, your lookalike segment will reflect contacts with similar behaviors and interests. That gives you a clear signal for how to tailor your messaging.

Personalize for intent: If your seed list includes active users, speak to value and next steps. If it includes first-time buyers, focus on onboarding or upsell.
Use dynamic content to match messaging to key attributes (like industry or use case).
Test and optimize: Try A/B testing subject lines or CTAs specific to the traits of your lookalike list to see what resonates most.


I hope this helps!

[MGoldsmith2]

Hi, 

I run a consulting company with a global team of marketers and sales representatives. 

1. What are some best practices for scaling global marketing operations using the new Marketing Hub Enterprise features?
2. How do the new tools help with streamlining campaign management? 
3. Which of the newly announced features do you see having the biggest impact for enterprise marketers in the next year?

Looking forward to hearing your insights. 

[ajacks228]

Hi tthere! I'm happy to answer your questions about our new MHE features!

1. Here are some best practices for scaling global marketing operations using the new MHE features:
Multi-Account Management

• Use Asset Copying to share high-performing emails, forms, and lists across regions
• Leverage Data Mirroring to give sales teams visibility into customer data across regions

Journey Automation

• Create market-specific journey templates that regional teams can adapt
• Use built-in analytics to identify best-performing regional approaches and apply them globally

Lookalike Lists

• Scale successful audience segments from one region to find similar prospects in others

• Focus your marketing spend on the most qualified prospects in each market

2. How the new tools streamline campaign management:

Multi-Account Management

• Eliminates redundant work by copying assets between accounts

• Provides unified view of customer data across accounts

Journey Automation

• Visual canvas makes building complex journeys faster and more intuitive

• In-line analytics enable immediate performance optimization

• Templates help teams launch campaigns much more quickly

Lookalike Lists

• Automates the discovery of similar high-value prospects

• Reduces time spent creating complex list filters manually

• Enables immediate campaign targeting with AI-identified audiences

3. Features with biggest impact for enterprise marketers:
I believe all of our features will have a huge impact for enterprise marketers in the next year, but Lookalike Lists is essential as organic traffic continues to decline. It also helps marketers maximize value from existing data and efficiently find qualified prospects.

I hope this was helpful!

[JJacobson6]

Hey there! 

Thank you for hosting this AMA 🙂 I'm relatively new to HubSpot and am curious to learn more about Marketing Hub Enterprise.

I'll start off with some of your suggested questions: 

• How does Journey Automation differ from traditional workflows? 
• How does Lookalike Lists leverage AI to help me find more high-quality prospects?

Thanks!

[ajacks228]

Hi there and welcome to HubSpot! I can help with your second question about Lookalike lists!

HubSpot built an ML lookalike model that will evaluate the events and properties of contacts outside of the seed list to find those closest to the ones in the seed list and recommends those. Here's a helpful article about Lookalike Models: https://cdp.com/glossary/lookalike-model/

We also have a Knowledge Base Article for more context: https://knowledge.hubspot.com/lists/create-lookalike-lists-beta

I hope this helps!!

[EGolborne]

Hi there! I'm a product manager in the automation group and can help answer your first question around the difference between Journey Automation and Workflows. 

Journey Automation is tailored specifically for the marketers needs. We've made it possible to plan out your customers entire experience all into one view, which was usually done across multiple workflows making it difficult to see the overall experience your customers were having. We've simplified the automation builder to make it easier and faster for marketers to build out their campaigns without some of the complex features and logic that come with Workflows. And we have more robust reporting, including auto generating Customer Journey Reports, to provide Marketers with the key metrics they need to determine where they're losing leads or customers, and how their strategy is performing. We'll continue to add more marketing specific functionality and needs to Journeys. 

Workflows is still that incredibly flexible and powerful automation tool that allows you to automate anything, with a focus on internal processes and data management. 

Hope this answers your question!