Event marketing. For many, the term conjures images of stuffy conference halls, awkward networking, and flimsy tote bags filled with branded pens. It’s often seen as a necessary but costly part of the marketing mix, with a return on investment that can be difficult to measure. But it doesn’t have to be this way.
For years, HubSpot has been rewriting the rules of event marketing, transforming their annual INBOUND conference from a simple user gathering into a global phenomenon. It’s more than just a conference; it’s a vibrant, week-long festival celebrating marketing, sales, and customer success. By treating their events as powerful content engines and community-building platforms, HubSpot has created a model that businesses of all sizes can learn from.
This post will explore how HubSpot approaches event marketing, breaking down the key strategies that make their events so successful. We will cover how they build hype, create unforgettable experiences, and extend the life of their event content long after the final session ends. By the end, you’ll have a clear playbook for elevating your own event marketing strategy.
What is Event Marketing?
Before we look at HubSpot’s strategy, let’s define our terms. Event marketing is the process of developing and promoting an event—whether in-person, virtual, or hybrid—to promote a brand, product, or service. These events can range from large-scale conferences and trade shows to smaller, more intimate workshops, webinars, and product launches.
The primary goal is to create direct engagement with an audience. Unlike passive forms of marketing like display ads or print media, events offer a unique opportunity for face-to-face (or screen-to-screen) interaction. This direct line of communication helps build stronger, more meaningful relationships with customers and prospects, fostering brand loyalty and driving business growth.
The HubSpot Approach: More Than Just an Event
HubSpot’s flagship event, INBOUND, is the cornerstone of its event marketing strategy. What started in 2012 as a gathering for HubSpot users has blossomed into one of the most anticipated marketing events in the world, attracting tens of thousands of attendees annually.
The secret to INBOUND’s success lies in HubSpot’s philosophy: treat the event not as a one-off marketing tactic, but as a multi-faceted brand experience. It’s a platform for education, inspiration, and connection. This approach is built on three core pillars.
Pillar 1: Building Unshakeable Hype
HubSpot’s event promotion doesn’t start a few weeks before the event; it’s a year-round effort. They create a continuous drumbeat of excitement that keeps INBOUND top-of-mind for their audience.
Early and Often Promotion
As soon as one INBOUND concludes, the marketing for the next one begins. HubSpot immediately offers super early-bird ticket pricing, rewarding loyal attendees and creating a sense of urgency. This initial push is followed by a steady stream of content throughout the year, including:
- Highlight Reels and Session Recordings: They share high-quality videos from the previous year’s event, showcasing the energy and value attendees can expect.
- Speaker Announcements: Rather than revealing the entire lineup at once, HubSpot strategically announces speakers over several months. This creates multiple moments of excitement and news, especially when they land A-list celebrities and industry titans like Barack Obama, Viola Davis, and Reese Witherspoon.
- Content Teasers: Blog posts, social media updates, and email newsletters tease session topics and themes, giving the audience a taste of the valuable insights they’ll gain.
Multi-Channel Marketing Mix
HubSpot uses its own inbound marketing methodology to promote its event. They leverage a diverse mix of channels to reach their audience wherever they are:
- Email Marketing: Segmented email campaigns target different audience personas with personalized messaging, from first-time attendees to seasoned INBOUND veterans.
- Social Media: They create a unique hashtag (e.g., #INBOUND24) and encourage user-generated content. Interactive posts, behind-the-scenes glimpses, and speaker Q&As keep their social channels buzzing.
- Content Marketing: The HubSpot blog becomes a hub for event-related content, offering articles on how to convince your boss to send you, what to pack, and how to make the most of the conference.
- Partner Marketing: HubSpot collaborates with sponsors, speakers, and media partners to amplify their promotional reach.
Pillar 2: Creating an Unforgettable Experience
Once attendees arrive, HubSpot focuses on delivering an experience that is both valuable and memorable. They understand that a great event is about more than just a series of presentations; it’s about creating an immersive and engaging environment.
World-Class Content and Speakers
The quality of the content is paramount. INBOUND features a diverse lineup of speakers, from industry experts and HubSpot executives to inspirational figures from outside the marketing world. This variety ensures there’s something for everyone, whether you’re a CMO looking for high-level strategy or a specialist seeking tactical advice. Sessions are practical, actionable, and forward-thinking.
Networking and Community
HubSpot designs the event to facilitate meaningful connections. They create numerous opportunities for networking, from structured meetups and happy hours to informal lounge areas. The INBOUND mobile app includes features that allow attendees to connect with each other, schedule meetings, and build their own personalized agendas. This focus on community transforms the event from a passive learning experience into an active, collaborative one.
Element of Surprise and Delight
INBOUND is known for its “festival” atmosphere. HubSpot invests in creating a vibrant and fun environment with things like food trucks, live music, and interactive art installations. These elements of “surprise and delight” make the event feel less like a corporate conference and more like a celebration, leaving a lasting positive impression on attendees.
Pillar 3: Extending the Life of the Event
For HubSpot, the event doesn’t end when the doors close. They have mastered the art of repurposing event content to generate leads and provide value throughout the year.
Gated Content and Lead Generation
Recordings of the most popular sessions are made available online, often behind a lead capture form. This allows HubSpot to continue generating leads from the event long after it’s over. They package these recordings into content libraries, providing a valuable resource for those who couldn’t attend.
Content Repurposing
A single keynote presentation can be transformed into a wealth of marketing assets. HubSpot repurposes event content into:
- Blog Posts: Key takeaways and quotes from sessions are turned into detailed blog articles.
- Social Media Snippets: Short video clips, impactful quotes, and key stats are shared across social platforms.
- Ebooks and Whitepapers: Multiple related sessions can be compiled into a comprehensive guide on a specific topic.
- Webinars: Speakers are often invited back to present their session as a live webinar, reaching a new audience.
This strategy maximizes the ROI of the event, turning a single investment into a year-long content engine.
Take Your Event Marketing to the Next Level
HubSpot’s success with INBOUND provides a powerful blueprint for any organization looking to improve its event marketing. By focusing on building anticipation, delivering an exceptional experience, and maximizing the value of your content, you can turn your events into powerful drivers of brand loyalty and business growth.
Start by thinking about your event as more than just a date on the calendar. See it as an opportunity to build a community, create valuable content, and forge lasting relationships with your audience. With a strategic approach, your next event could be your most successful marketing initiative yet.
