Mediaposte Martech | HubSpot Feature Updates

Enhanced Filtering with New “Contains Exactly” Operators

Written by Catalin Vlad | Oct 7, 2025 11:31:40 AM

What is it?

We’re introducing two new operators, Contains Exactly and Does Not Contain Exactly, to bring more precision and flexibility to your filters.

Unlike a standard "Is equal to any of" operator, which requires an exact character-for-character match, these new operators check whether the input contains all the words you specify, no matter the order.

 





 

Examples:

  • “New York City” contains exactly “new” → Match
  • “New York City” contains exactly “new city” → Match
  • “New York City” contains exactly “ne” → No match
  • “New York City” contains exactly “old new” → No match

This makes it easier to match values that are close but not identical in formatting or order.

 

Why does it matter?

Until now, you’ve had two main choices:

  • "Is equal to any of " for strict text matches, which can miss results if the order or formatting isn’t exact.
  • "Contains any of "for broader matches, which can sometimes include too much.

The new operators give you the best of both worlds:

  • More accurate results: Find records that contain the same words, even if they’re arranged differently.
  • Smarter segmentation: Especially helpful for properties like job titles, company names, or locations where the wording might vary slightly.

 

How does it work?

  1. Go to your filter editor and click on "Add Filter"
  2. Select a string-based property
  3. Choose Contains Exactly or Does Not Contain Exactly from the operator menu.
  4. Enter your filter values and preview the results.

 

Who gets it?

All hubs and tiers