Mavlers’ MarTech & CRM Monthly Tech Updates Roundup: April 2025

The CRM and MarTech landscape is evolving faster than ever, with platforms rolling out updates that reshape how marketers engage, analyze, and convert their audiences. From AI-powered personalization to smarter journey management and enhanced multi-channel capabilities, the June–July 2025 releases are packed with new CRM features (2025) designed to drive efficiency, creativity, and measurable impact.

In this roundup, we break down the CRM release highlights June-July across leading platforms, highlighting the innovations that matter most to marketers looking to stay ahead in a competitive, data-driven world. 

Whether you’re optimizing campaigns, refining workflows, or exploring new ways to connect with customers, this roundup gives you the insights to act fast and smart, with a top-level view of CRM release notes for June-July.

Top CRM updates: Jun-July

CRM usability & performance updates

AI-powered CRM updates

CRM security updates

Latest CRM updates: By platform

CRM updates June-July 2025: Wrap-up

Top CRM updates: Jun-July

• AI-powered personalization & decisioning. 

• Smarter journey management with conversational flows, reply-based holds, and streamlined goal handling.

• Expanded multi-channel capabilities across WhatsApp, SMS, email, push, and in-app messaging.

• Enhanced analytics and reporting with deeper data integrations, bot filtering, and improved frequency insights.

• Greater flexibility and efficiency in campaign design tools, asset management, and automation workflows.

• Accessibility, inclusivity, and compliance upgrades for campaigns and identity/security management.

Marketers will find that both CRM updates for June 2025 and CRM updates for July 2025 set the tone for more intelligent automation and customer-first experiences.

CRM usability & performance updates

• Streamlined workflows with fewer clicks, faster previews, and more intuitive editors.
  
• Improved admin and access controls through role-based permissions, identity upgrades, and simplified provisioning.
  
• Higher platform efficiency with faster data syncs, extended retention, and stronger reporting accuracy.
  
• Enhanced design flexibility via custom styling, responsive layouts, and low/no-code creative tools.
  
• Performance safeguards like bot filtering, safer sync limits, and scalable storage/export options.

The monthly CRM updates show that usability and efficiency remain top priorities.

AI-powered CRM updates

• AI-driven decisioning & optimization replacing A/B testing with KPI-focused personalization.
  
• Predictive insights for engagement frequency, Channel Affinity, and Customer Scoring.
  
• Automated content generation including subject lines, quick replies, and captions.
  
• AI-assisted journey design along with dynamic branching, send-time optimization, and campaign briefs.
  
• Deeper AI integrations with external platforms for advanced analysis and personalization.

CRM security updates

• Stronger identity and access management with role-based permissions, SSO upgrades, and identity transitions.
  
• Improved data protection through safer sync limits, extended retention policies, and stricter API standards.
  
• Compliance-ready features including age-gated forms, clearer provisioning rules, and country-specific guidelines.

Latest CRM updates: By platform

1. Braze

Let’s dive into what Braze rolled out in its CRM release notes June-July. The updates not only expand what marketers can do with the platform but also make it easier to deliver more personalized, efficient, and accessible customer experiences.

• Replace guesswork with AI decisioning through OfferFit by Braze, which goes beyond A/B testing to optimize for real business KPIs like revenue, not just clicks.
  
• Simplify admin work through SAML Just-in-Time Provisioning and new data flexibility features like higher filter limits, expanded catalog storage, and safer sync limits.
  
• Ensure inclusive campaigns with accessibility testing tools, while gaining new engagement options and analytics for WhatsApp, including video support and click tracking.
  

Trigger smarter, revenue-driven journeys, now with Stripe event-based messaging.

Source: Braze

• Work faster with streamlined analytics defaults, improved Canvas experiment handling, and higher export rate limits.
  
• Unlock creative freedom with responsive landing pages, no-code product blocks, and span text styling for rich layouts.
  
• Connect Meta ads directly to WhatsApp, creating seamless customer journeys.
  
• Improve accuracy of email reporting with bot filtering to exclude suspicious clicks.
  
• Enrich personalization by integrating with Shopify, Okendo, and Lemnisk for unified customer data and dynamic messaging.

Verdict: Braze’s CRM updates July 2025 highlight a major evolution in how marketers can leverage the platform. The acquisition of OfferFit by Braze stands out as the most significant development, shifting from traditional A/B testing to AI-driven personalization that optimizes for any business metric. 

Braze is enhancing its multi-channel capabilities, especially for WhatsApp and email. Adding click tracking and video support for WhatsApp and accessibility testing and bot filtering for email shows a commitment to providing more sophisticated tools for key communication channels.

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

2. Adobe Marketo 

Adobe Marketo’s CRM updates for July 2025 bring a host of enhancements to the Email Designer, workflow efficiency, platform functionality, and upcoming deprecations, aimed at giving marketers more control, flexibility, and confidence in their campaigns.

• Email Designer Enhancements: Add custom CSS directly within the editor, test emails for spam likelihood with SpamAssassin, manage assets more efficiently by moving or deleting them, and enjoy full support for Mozilla Firefox.
  
• Workflow Improvements: Simulate email content from the “Email Properties” page without opening the editor, edit properties even after publishing, and configure branding domains and domain IPs per asset.
  
• GenStudio Integration (Coming Soon): Planned integration to improve performance marketing efficiency and maintain brand consistency.
  
• Announcements & Deprecations: Transition from legacy Marketo Engage Identity to Adobe Identity by September 30, 2025; end-of-life for IP restrictions, legacy SSO, access_token REST API authentication, and SOAP API support by October 31, 2025.

Verdict: Adobe Marketo Engage’s July ’25 release primarily focuses on enhancing the new Email Designer and solidifying the platform’s shift toward modern API standards and identity management. 

The most significant improvements are centered on empowering marketers with more control and efficiency within the Email Designer, allowing for custom CSS, spam testing, and more flexible asset management. 

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

3. Iterable

Iterable’s monthly CRM updates for June and July 2025 bring new features and improvements aimed at enhancing campaign management, journey optimization, and data integration, helping marketers work smarter and measure performance more accurately.

• Frequency Optimization Insights (GA): Gain visibility into frequency-optimized campaigns with KPIs, optimized user counts, and lift metrics by comparing treatment and control groups.
  
• New Journey Tile – Hold for Reply: Pause users for up to 7 days until they respond to SMS or WhatsApp campaigns, with support for up to 10 expected replies and alternate versions for different languages or typos.
  
• Movable Ink Integration Improvement: Connect Iterable projects to multiple Movable Ink accounts, insert content blocks directly, and eliminate manual copy-pasting.

Source: Iterable

• Shopify Web Pixel Integration: Updated Shopify app leverages the Web Pixel system for more accurate tracking of site interactions and purchases while respecting privacy settings.
  
• Accessing Journey Exit Events in Snowflake: Journey exit events can now be shared with Snowflake, enabling deeper analysis of user behavior alongside other organizational data.
  
• Segmentation Tool Improvements: Streamlined workflow with fewer clicks, easier duplication/deletion of query lines, confirmation messages, undo/redo functionality, long field name fixes, and overall performance enhancements.
  
• Bot User Agents Update: Expanded and updated list of bot user agents ensures more accurate reporting of opens and clicks by filtering out bot activity.

Verdict: Iterable’s June and July 2025 releases show a strategic focus on enhancing conversational messaging, improving data accessibility, and refining the user experience. 

The new “Hold for Reply” Journey Tile is a standout feature, directly addressing the growing need for sophisticated, two-way conversational marketing flows, particularly for SMS and WhatsApp. 

This move positions Iterable to compete in a space where customer interactions are becoming more dynamic.

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

4. Klaviyo

Klaviyo’s latest CRM updates for June and July 2025 bring enhanced flexibility, security, and intelligence across SMS, email, flows, analytics, and integrations. 

• SMS Updates: Self-serve custom domains for instant branded links; two-way SMS now available via longcodes in Denmark, Norway, Spain, Austria, and Sweden; multi-brand support for Gorgias.
  
• Customer Hub: New customizable widgets to boost engagement; attribution now uses a 1-day last-click model with time-series revenue breakdown.
  
• Analytics & Reporting: Enhanced List Growth Report aligning with Segment and Subscriber reports; push notification data included in custom reports; “best cross-sell date” available for segmentation; Catalog Insights now excludes out-of-stock and unpublished products automatically.

Source: Klaviyo

• Forms & Consent: Customizable static review blocks for sign-up forms; Back In Stock forms for Shopify and BigCommerce; age-gated forms for firearm brands in the U.S. and U.K.
  
• Flows: Flow Custom Action Outputs enable smarter automation using external data (e.g., weather, AI-generated content).
  
• Integrations: WooCommerce activity backfill for high-intent shoppers; multi-source inventory syncing for Magento 2; catalog flow triggers for price drops and low inventory supported for Magento 2, SFCC, and PrestaShop.
  
• Push & In-App Messages: Expo plugin simplifies React Native SDK installation; audience rules, time delays, and collision logic for in-app messages.
  
• Klaviyo AI: Channel Affinity predicts likelihood to engage via email, SMS, or push; AI-generated follow-up subject lines; Model Context Protocol (MCP) Server enables AI clients to interact with Klaviyo data.
  
• Email & Translations: Smart Translations for Email supports campaigns and flows in 68 languages.

Verdict: Klaviyo’s updates show a clear focus on three key areas: broadening its ecosystem, enhancing platform intelligence, and strengthening core functionality.

Crucially, the introduction of new CRM features (2025) like “Channel Affinity” and “Flow Custom Action Outputs” moves the platform from reactive automation to proactive, predictive marketing. 

Simultaneously,ongoing updates to security, analytics, and SMS functionality, including self-serve custom domains and global two-way messaging, demonstrate a commitment to refining and securing the foundational tools that marketers rely on daily.

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

5. Salesforce

SFMC brings their CRM updates for July 2025 across Journey Builder, MobilePush, AI, personalization, and platform administration, designed to boost efficiency, deliver more relevant customer experiences, and ensure compliance.

• Journeys can now be designed without a mandatory final wait activity; wait activities can re-evaluate goal completion before contact exit.
  
• Raw send and engagement data retention is now extended to 2 years.
  
• Einstein features now support multi-language Agentforce, real-time translation, along with new Data Cloud reports for Engagement Frequency and Scoring.
  

Campaign Designer (Beta) uses AI and customer data to generate multi-touch marketing briefs, and Campaign Flow management is streamlined for smaller flows.

Source: Medium

• Segmentation is now smarter with custom URL engagement data, dynamic list capacity is expanded to 100 per business unit, and external link tracking provides deeper insights
  .
• SMS provisioning now includes clearer, country-specific instructions.

Verdict: Salesforce Marketing Cloud is leaning heavily into AI, deeper data integration, and improved efficiency. 

The Summer ’25 release focuses on creating a more intelligent and streamlined platform, using AI-driven features like Agentforce and Data Cloud reports to enhance personalization, while also making foundational improvements to journey design and data retention

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

6. HubSpot

HubSpot’s CRM release highlights June-July bring powerful enhancements across AI, CRM, marketing, sales, service, and commerce, enabling smarter automation, better data management, and more efficient customer engagement.

• AI now offers quick replies for social media on mobile and can auto-generate video captions for YouTube, Facebook, and X.
  
• Smarter lead and deal scoring allows AI suggestions and manual scoring based on qualitative factors.
  
• Breeze AI is expanded to all Professional+ hubs and can be temporarily paused.
  
• Enhanced AI integrations include a deep research connector for ChatGPT and a connector for Claude for advanced CRM data analysis and visualizations.
  
• Custom lifecycle stages can now sync directly to Facebook Ads, and Shopify and WooCommerce updates improve customer data and activity backfill.
  
• Email previews are faster, forms can include static review blocks and Back In Stock capture for email/SMS consent, and email conversation history can be edited.

Verdict: HubSpot’s June and July 2025 updates represent a broad, strategic investment in AI and platform integration. Key features like AI-powered quick replies and captions streamline content creation, while the expansion of the CRM’s capabilities—including custom properties, enhanced security, and the new Video Library—makes the platform more robust. 

The updates demonstrate a clear focus on becoming a unified, intelligent, and highly customizable solution for businesses of all sizes, with particular attention to deepening integrations and automating complex workflows

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

CRM updates June-July 2025: Wrap-up

As we wrap up Mavlers’ CRM release notes for June-July, one thing is clear: the pace of innovation across these platforms is accelerating.

For marketers, this means a unique opportunity: 

The ability to experiment, personalize, and optimize at scale while maintaining consistency and operational control. 

The latest CRM updates in June and July underscore a shared vision among providers: empower marketers with intelligence, flexibility, and insights that translate directly into meaningful business outcomes.

At Mavlers, we are inspired by what’s possible. With enhanced autonomy and strategic agility, we’re driving performance and delivering faster, more precise results for our clients. As the CRM landscape evolves, we’re ready to help you engage your customers at every touchpoint with new CRM features (2025) that redefine engagement.

Marketing automation across Email, SMS, and In-App only delivers true value when it’s seamlessly integrated and strategically executed. Let’s connect to explore how we can elevate your CRM performance.