Mavlers’ CRM Hub: April Updates 2025

If one thing that stood out in the tech space in April 2025, it’s the route march of AI agents across the SaaS checkerboard. 

In fact, 2025 is going to be the year of the agent. “The focus in 2025,” this IBM roundup points out, “has shifted from large language models (LLMs) to advancements in the ostensibly autonomous artificial intelligence (AI) agents ushering in the future of work. ” (The keyword? Autonomous.)

The CRM landscape is also flooded by the agentic wave. 

From Iterable Nova to HubSpot’s custom agents, April witnessed a number of these quick brown foxes jumping over suddenly-lazy workflows.

But not just agents, no. There’s better personalization, user-first movements, improved data leverage, and so much more. 

No time to lose. So here’s the tl;dr on the CRM April updates in 2025 from the CRM team at Mavlers. 

1. Braze

2. Adobe Marketo

3. Iterable

4. Klaviyo

5. Salesforce

6. HubSpot

CRM April Updates 2025

1. Braze

Braze’s CRM April updates 2025 bring enhancements to platform navigation, data flexibility, personalization, and communication channels. Let’s take a look at the latest CRM features included in this rollout:

• The way you or your team moves around in Braze has been updated to be more straightforward on all your devices, making it one of the most user-friendly CRM software updates this season.
  
• Information about how people enter automated message flows is now more organized and uses “context variables,” which allows for more personalized touches—one of the more customer-focused CRM platform features introduced in their April 2025 CRM release notes.
  
• You can now delete custom information that you no longer need. This improves data hygiene, contributing to key CRM tool enhancements.
  
• Adding new users just by email or phone is another simplification that echoes the overall CRM improvements in April.
  
• You can now set delays between messages for much longer periods, up to two years—an extended timeline reflecting one of the more flexible CRM version updates rolled out by Braze.
  
• Braze now offers click tracking in WhatsApp messages and more contextual triggers for in-app messaging. These additions further bolster the list of latest CRM features.
  
• Other helpful additions: automated email reminders for event bookings, draft-saving for campaigns, and ready-made templates for landing pages and e-commerce flows—clearly reflecting the company’s effort to stay aligned with the industry’s CRM April updates in 2025. 

Verdict: Braze’s April 2025 updates continue its trajectory as a marketer-centric, agile automation platform, prioritizing usability, data hygiene, and cross-channel personalization. Features like context variables, WhatsApp click tracking, and extended journey delays show a clear focus on flexibility and lifecycle marketing. While not groundbreaking, these enhancements reflect a platform maturing in the right areas—bridging ease of use with evolving customer expectations. For teams prioritizing speed and omnichannel execution over deep customization, Braze remains a strong contender alongside platforms like SFMC, Adobe, and Iterable.

Need help with email marketing in Braze? Schedule a call with our team! 

2. Adobe Marketo 

Marketo Engage’s April updates offer greater user control and new analytics tools. The CRM version updates here target both backend capability and user-facing improvements. Here’s a breakdown:

• Older email designs will now be compatible with the new Email Designer. Meanwhile, making landing pages secure with HTTPS no longer needs support assistance—both notable CRM software updates.
  
• The Advanced BI Analytics tool, a stronger alternative to Revenue Cycle Explorer, is part of the April 2025 CRM release notes, offering deeper insights for data-driven marketers.
  
• Legacy social features—polls, video sharing, and sweepstakes—were phased out in February 2025. So, make sure to update your assets to maintain clean functionality, consistent with the direction of CRM tool enhancements seen across the board.

Verdict: Marketo’s April 2025 updates focus on user control and analytics maturity. The new Advanced BI tool strengthens its data game, while HTTPS self-service and legacy email support improve usability. Dropping outdated social features signals a smart cleanup. Marketo stays strong for data-driven enterprise teams, though it still lags behind competitors in AI and personalization agility.

Need help with email marketing in Marketo? Schedule a call with our team! 

3. Iterable

The highlight of Iterable’s update is Iterable Nova, with other improvements offering even more granularity in campaign insights:

• The enhanced Heatmap can track clicks down to individual users and even includes special link tracking. This data is now exportable for deeper analysis—aligning with the CRM platform’s new features that empower marketing teams with better data control.
  
• Another addition is adaptive sending, where Iterable adjusts frequency based on user engagement. Fewer messages for low-engagement users make for cleaner inboxes and more meaningful interactions.
  
• You can also see how many fewer messages were sent for each channel (like email, text, or push) and how many people received them.
  
• There’s also now bot-filtering, helping to clean up reporting by removing bloated metrics—yet another step forward in the CRM April updates in 2025.
  

Verdict: Iterable’s April 2025 updates are headlined by Iterable Nova, a potential game-changer that promises smarter orchestration and real-time decisioning. Paired with enhanced Heatmaps, adaptive sending, and bot filtering, Iterable is doubling down on precision, personalization, and performance clarity. It’s a strong signal that Iterable is moving beyond campaign execution into intelligent marketing automation.

Need help with email marketing in Iterable? Schedule a call with our team! 

4. Klaviyo

Klaviyo’s April rollout included several standout changes, making it one of the more impactful April 2025 CRM release notes:

• Push notifications can now be sent to Android apps and link directly to in-app content. This addition enhances engagement and stands out among other CRM software updates.
  
• You can now create SMS sign-up links for social sharing, expanding your reach effortlessly. Another solid example of the CRM platform’s new features in action.
  
• With more font choices and improved ad integration (like automatically adding Facebook leads to lists), Klaviyo’s latest CRM features streamline campaign building while improving brand consistency.

Verdict: Klaviyo’s April 2025 updates sharpen its edge in mobile and social growth marketing. Android push support and SMS sign-up links boost omnichannel reach, while improved ad integrations and design flexibility enhance campaign agility. It’s a clear move to position Klaviyo as the go-to platform for fast-moving, brand-conscious DTC teams.

Need help with email marketing in Klaviyo? Schedule a call with our team! 

5. Salesforce

Salesforce packed in a large number of updates, showing why it remains a powerhouse in the CRM April updates 2025 landscape. So what are the latest CRM features in Salesforce, you ask? Here are some of the major ones:

• You can now create reports in Data Cloud using AI to understand how often and how well your contacts are engaging with your messages.
  
• Automated campaign sequences (called Flows) can now use AI to send messages at the right time and avoid bombarding people.
  
• You can quickly see engagement scores and understand the “intent” of your leads, contacts, and their related companies using AI.
  
• Sending an email to a list of leads or contacts is now much faster.
  
• There are new “Repeater Components” for emails that can automatically pull in related information and display it in a card or list.
  
• The “Data Sources” tab in the email builder now shows you all the places your email data can come from. 

The above additions demonstrate meaningful CRM software updates. Next, let’s turn to the key Account Engagement (Pardot) updates:

• You can now use how people interact with your content alongside their basic information to create more targeted audience lists.
  
• You can now connect with prospects on WhatsApp, which is becoming a popular way to send quick, effective messages.
  
• There’s a new report in Optimizer that makes it much simpler to see why emails failed to send. No longer checking each campaign individually.
  
• Finally, Account Engagement can now automatically delete website visitor activity from prospects that seem like bots. And that completes the robust set of Salesforce’s April 2025 CRM release notes. 

Verdict: Salesforce’s April 2025 updates reinforce its dominance with AI-powered insights, faster execution, and deeper cross-cloud orchestration. From Data Cloud AI reporting to smart Flows and WhatsApp in Pardot, it’s a clear push toward real-time personalization at scale. While other platforms chase agility, Salesforce doubles down on intelligence and enterprise depth—cementing its role as the go-to for complex, high-volume marketing ecosystems.

Need help with email marketing in SFMC? Schedule a call with our team! 

6. HubSpot

HubSpot has added more than 200 updates at Spring 2025 Spotlight. These aren’t just tools; they’re part of the wave of the CRM platform’s new features that increase efficiency and personalization. Let’s take a look at some of the biggest launches:

• HubSpot has launched the new Knowledge Base Agent. It is like a real-time support article creator. When customers ask questions, it can automatically build out your help resources to fill any gaps.
  
• The Customer Agent is now even better at automatically answering customer questions 24/7.
  
• The Prospecting Agent helps your sales team find the right people to talk to, personalize how they reach out, and even start conversations.
  
• The Content Agent is designed to help your marketing team create more content, faster, for all your channels. Now, it can use documents you upload as inspiration for blog posts and landing pages.
  
• Lookalike Lists help you find new potential customers who are similar to your best existing ones. HubSpot’s AI looks at your current customers and creates a list of people who are likely to become customers soon.
  
• Journey Automation has a new, super user-friendly builder for creating personalized experiences for your customers.
  
• Multi-Account Management is a game-changer if you handle multiple brands or business units. It lets you manage them all from a single HubSpot account, making it faster to grow by reusing content, mirroring customer data, and having centralized control. All these tools speak to the broader CRM April updates in 2025.
  
• HubSpot has created three new workspaces: the Sales Workspace, Customer Success Workspace, and the Help Desk Workspace. These reinforce the holistic vision of HubSpot’s CRM improvements in April.
  

Verdict: HubSpot’s Spring 2025 release is a bold leap into AI-first, unified CRM operations. With agents for content, support, prospecting, and automation—plus multi-account management and smart workspaces—it’s clear HubSpot is evolving from SMB-friendly to full-scale growth engine. The platform now competes head-on with enterprise players by merging accessibility with AI-powered scale.

Need help with email marketing in HubSpot? Schedule a call with our team! 

CRM April updates 2025: Wrap-up!

The march of the agent has just begun. In the months ahead, we expect more CRMs integrating agentic capabilities into their ecosystems.

Marketing has officially stepped into a new frontier, one that is powered by autonomous decision-making and even faster turnarounds.

At Mavlers, our CRM experts are energized by the possibilities. With greater autonomy and strategic agility, we’re accelerating performance and delivering sharper, faster outcomes for our clients. We’re evolving with the shift—ready to help you stay ahead of your customers at every step. Let’s talk!