Data-Driven Market Discovery with Performance Insights
Thursday, July 16, 2026
What it is
Market Segments is a private-beta feature that automatically identifies and defines the markets where you actually win. It analyzes your HubSpot data (firmographics, closed-won deals, and intent) to build dynamic, data-backed segments for marketing and sales, surfaces companies that match your market definition but are not in your CRM yet, and recognizes when you operate in more than one market. Creating markets analyzes closed deals from the past 365 days, and you need a real closed-won history (roughly fifty deals) for it to learn from.
Why it matters
Most teams spend weeks, months, or in some cases years defining markets, ICPs, and verticals in spreadsheets, and those definitions go stale the moment they are finished. Market Segments turns your historical win data into a living definition that keeps adapting. It also absorbs the old Markets section from settings: markets are moving into the Segments app, so this is the evolution of an existing tool, not a brand new silo. Marketing Hub Professional or Enterprise, and it consumes HubSpot credits.
The Take
Casey Hawkins
I feel like I have to go configure markets in three or four places inside of HubSpot.
Second morning in a row for this one, and it earned it. We poked at it live and found the detail that reframes the whole update: the Markets section that used to live in settings is moving into the Segments app. This is the evolution of that tool, out of settings and into a place where it can actually do something, powered by your closed-won history instead of whatever you typed into a spreadsheet two years ago. The not-in-CRM piece is the part I keep coming back to. Pair those matched-but-missing companies with signals and you have a real motion: when a company that fits a market you win in starts showing intent, bring it in.
My honest gripe is fragmentation. Markets and ICPs live in three or four places inside HubSpot right now: here, in your AI context for the prospecting agent, in buyer intent configuration. I took the time to define all of this once, and I should not have to replicate it everywhere. The more this becomes the one place markets are defined and every other tool reads from it, the better. I am also watching how it connects to fit scoring, because fit criteria built on what people think their customers are is exactly the assumption this feature exists to replace.
Same caveat as yesterday, because it has not changed: all of this is only as good as the data you are collecting. If your deals have no context and nothing is segmented, there is nothing here for the AI to learn from. Worth a demo if you have the closed-won history to feed it.
Watch Us Discuss This
The full segment from the show, us working through this update start to finish.
FAQ
Does this replace my fit score or lead scoring?
No. It does not score contacts. Think of it as a smarter way to find and segment good-fit companies, which you can layer on top of your engagement scoring for a sharper sales handoff.
What do I need to use it?
Marketing Hub Professional or Enterprise. It is in private beta and consumes HubSpot credits, and market creation analyzes closed deals from the past 365 days, so you need a real closed-won history (roughly fifty deals) for it to work with.
What happens to the Markets section in settings?
It is moving into the Segments app. This feature is the evolution of that settings page, not a separate tool.
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