Hubspot’s annual marketing conference, INBOUND 24, just completed its 12th year! It featured a star-studded line-up of over 200 speakers, 88 sponsors, and more than 11,000 in-person attendees. We’ll give you an overview of the highlights from this year and a bit of news for marketers and content creators about next year, too!
If I summed up this week of insights, advice, and swag in one word, it would be ‘community.’ HubSpot designed everything about INBOUND to bring the Hubspot community closer together. The decor, games, and agenda fostered networking and building lifelong friendships.
Day One: X Marks the Spot
The first impression I got was just how enormous the event was. It covered four floors of the Boston Convention and Exhibition Center with an exhibition hall, lounges, and classrooms. The floor included exhibitors like Atlassian, Google, Quora, and Grammarly, as well as space to upskill and network.
The two biggest trends were coordinating team outfits and cornhole games set up at people’s booths. While there were games like mini-golf and blackjack, the vast majority offered a quick game of cornhole. Team ensembles ranged from a single color to sequined suits and lab coats…and at least one dinosaur costume.
There was a section of the show floor dedicated to Hubspot’s User Groups called The Spot. To encourage people to connect, they featured a scavenger hunt where participants could win swag. Activities included finding someone who arrived via plane or worked in a different industry than your own. Others invited attendees to contribute to mosaics and pinboards with their art, goals, and advice.
The Spot also featured its own programming line-up. One session featured Allyson Hugley interviewing her LinkedIn colleague, Amanda Green. They discussed adapting to changes in the workplace, particularly changes you had no control over.
Another programming feature was the Meetup series. These were themed networking sessions featuring structured questions designed to get attendees past commenting on the weather.
The day’s agenda closed out with an inspirational talk from Disney Experiences Chairman Josh D’Amaro. He provided attendees with a framework for storytelling from the best in the business: Disney itself.
Day Two: INBOUND After Hours
The second day of INBOUND was even longer than the first but no less valuable. While informative (if a bit salesy at times), the sessions faced logistics issues. Finding a seat proved difficult, even for those who planned ahead. People on standby for a spot were being admitted ahead of those with saved seats. On top of that, there were more seats available to save than existed in the room. These two compounded to create a lot of disappointment with attendees. It will no doubt turn up in a lot of feedback, so it will likely be fixed for next year.
Fortunately, the main floor stages didn’t require a reservation, so there was still plenty to learn. It was a great day for visiting booths, collecting swag, and getting to know the companies exhibiting. These varied from bolt-on services for Hubspot to AI automation services and search engines to website hosting.
The day finished with another star, Serena Williams, in conversation with media voice Kara Swisher. Williams talked about having a ‘plan B’ and what drove her to invest in the companies her fund has backed.
Following Williams’ session, it was time for INBOUND After Hours. This session was an opportunity for the Hubspot community to let its hair down. Attendees enjoyed a short stand-up set from David Spade, an SNL alum and the voice of Disney’s Emperor Kuzco. It was well-received and well-attended, and it was a natural transition for many attendees’ final night in Boston.
Day Three: The Big Finish
Friday was the final day of INBOUND 24, and like most conferences, you could feel it in the air. The outfits? Casual. The agenda topics? Largely lighter fare and shorter sessions, with an early finish. But that doesn’t mean there weren’t any seriously impactful sessions for marketers and content creators.
On the softer side, there was an afternoon session with the team from Aunt Flow. This company works to put free-at-point-of-service menstruation products in public bathrooms worldwide. They talked about how they make a huge difference with the help of Hubspot. It really demonstrated the wide range of businesses that benefit from Hubspot’s robust marketing tools.
No discussion of this year’s agenda would be complete without mentioning the final keynote session. This year’s featured Deadpool star and newly minted marketer Ryan Reynolds. Interviewed by professor and author Marcus Collins, Reynolds dove into his marketing journey. The conversation looked beyond metrics and ROI to the creative side of marketing and storytelling. His advice boiled down to providing experiences that spark joy to rise above a sea of doom-scrolling and bad news.
After ending on a high note, we filtered out through the main entrance and onto the streets of Boston. While I was relieved to finally rest afterward, INBOUND 24 was one of the most comfortable events I’ve attended.
Creature Comforts Abound at INBOUND 24
You already know an army marches on its stomach, but the same can be said for marketers and content creators too.
INBOUND attendees were well provided for, with over a dozen food trucks parked outside on the Lawn at D from 11 a.m. to 3 p.m. each day. Options included everything from Italian to burgers and Cajun to Asian.
Beyond this, there were several shops selling sandwiches, snacks, and drinks, and the bar on the Lawn stayed open the whole time. There were also water stations throughout the event, including a fancier pair of machines on the Lawn. These dispensed flavors, bubbles, and additives like caffeine and electrolytes.
As a delightful cherry on top, throughout the event, Hubspot provided random drops of snacks. Things like ice cream, popcorn, donuts, and soft pretzels, and you found out through a notification on the INBOUND app. There was always a long line for these sweet treats, but they were definitely worth the wait. It was like hearing the ice cream truck and running outside with the rest of the neighborhood kids.
It’s Good to Be a VIP
Our VIP pass for INBOUND allowed us to provide a peek behind the velvet rope.
VIP pass holders kicked off their INBOUND experience with an exclusive launch party on Tuesday evening. It was like visiting your friend for a BBQ in their backyard. There was plenty of food, games, music, and a communal atmosphere that set the tone for the rest of the week.
Another part of the friendly environment Hubspot curated was the VIP Lounge. A central area with plenty of seating, refreshments, and activities, it was decorated like a lush lawn. This meant every break from the hustle and bustle felt like a garden party. They even had special catering drops here, such as complimentary mimosas on Friday morning.
And remember all those food trucks serving lunch on the Lawn? That was free for VIP pass holders as well. No need to worry about juggling your card or phone to pay. Just rock up, present your badge, and collect your delicious meal. Who said there’s no such thing as a free lunch?
Another VIP perk was the ability to save seats ahead of general admission pass holders. This meant you had the best possible chance to snag a seat, though that didn’t always mean anything. When those logistical issues are fixed, reserving seats will have greater value going forward. And speaking of going forward…
What’s Next for INBOUND?
After Ryan Reynolds’ charming session, Hubspot announced the next INBOUND event during the closing remarks. For the first time, HubSpot is packing its bags and traveling: INBOUND 25 will take place in San Francisco!
It’s still in September (3-5, to be exact) and in the Moscone Center, just outside Chinatown. After such an incredible program this year, there’s no doubt 2025 will be even bigger and better. The only question is…will you be there?
About the Author
Holly Hearn is a seasoned writer and marketer with a decade of experience in transforming events into profit centers and crafting impactful content across print and digital platforms. She specializes in growing audiences and delivering dynamic, results-driven materials.
Check out Holly’s nDash writing profile here: Holly Hearn.