HubSpot Inbound 24' Review
UP THERE, EVERYWHERE, gained fresh insights at HubSpot's INBOUND 2024, exploring how AI, automation, and authentic content creation are shaping the future of digital marketing.
Inbound is HubSpot's dynamic three-day conference dedicated to the latest trends and tactics in digital marketing and sales. Each year over 10,000 people descend on Boston, and this year UP sent four of its brightest to check out the event. The conference featured industry leaders, innovators, and marketers who explored the latest trends, tools, and strategies shaping the future of marketing. With renowned speakers like Ryan Reynolds and Serena Williams headlining the event, it’s clear that Inbound has evolved into a platform for inspiring new ideas and transforming the way marketers approach their work.
For UP, attending Inbound wasn’t just about absorbing the latest trends - it was an opportunity to reinvigorate their approach to delivering cutting-edge strategies to clients. The event offered valuable insights into emerging technologies and marketing approaches, providing the UP team with actionable knowledge to enhance their services.
A buzz of energy and inspiration
Inbound 2024 was marked by an undeniable sense of energy, with both speakers and participants fuelling the atmosphere with excitement. The sheer scale of the event - with multiple stages, workshops, and networking sessions happening simultaneously - set the tone for three days of immersive learning. What stood out most was the optimism shared by the speakers and how it resonated with the attendees.
"Even when a session wasn’t exactly what I expected, it was still engaging and packed with valuable insights." Freya Sizeland, Senior Account Manager and Social Lead at UP
The variety of content at Inbound 2024, combined with the speakers’ passion, ensured that attendees left with fresh perspectives and strategies to apply in their work.
AI and automation lead the conversation
One of the major highlights of Inbound 2024 was the growing role of AI in digital marketing. Attendees were introduced to a wide range of AI-powered tools designed to streamline workflows and enhance campaign performance. These innovations are being leveraged to automate tasks like content creation and lead management, improving efficiency across marketing operations.
"Seeing AI generate hundreds of landing pages in minutes completely changed my perspective on scalability and efficiency." Davis Jones of SWC Partnership
For UP, AI’s capabilities represent a significant opportunity to further refine how they manage client campaigns, allowing for faster content creation and more precise lead targeting. This promises to enhance overall performance and offer clients data-driven strategies that deliver results.
Real-world insights from industry leaders
While Inbound 2024 showcased cutting-edge technology, it also provided valuable real-world applications from some of the most respected figures in the marketing industry. Sessions on SEO strategies, LinkedIn advertising, and lo-fi content creation offered practical, hands-on advice that attendees could implement immediately.
AJ Wilcox’s session on LinkedIn advertising stood out for its actionable tips on improving ad performance. Jay Schwedelson also provided practical strategies for optimising email marketing campaigns using AI, which resonated with attendees looking for immediate, hands-on advice.
"The demonstrations of applications of AI were vast at Inbound 2024. I’m not an advocate for AI replace content creation, as it lacks authenticity in my opinion. So I was pleased and relieved when I saw research backing that content written and created by real people was beating articles written by AI in terms of engagement and SEO." - Kia Irving, Content Marketing Lead at UP
Beyond tools and tactics, Inbound also provided perspectives on evolving trends, such as the upcoming U.S. election cycle and its potential impact on digital advertising. Marketers were encouraged to stay agile, preparing for shifts in the advertising landscape as political campaigns flood digital channels.
Key trends to watch in 2024 and beyond
Inbound 2024 not only focused on technological innovations but also revealed broader trends that are set to shape the digital marketing landscape. While AI and automation dominated discussions, there was also a strong emphasis on authenticity in content creation and the growing importance of data-driven decision-making.
One major theme that emerged was the shift towards creating authentic, relatable content. Marketers were encouraged to move away from overly polished, high-production value pieces and embrace "lo-fi" content—unfiltered, genuine media that resonates with audiences seeking transparency. Lo-fi content, often created using simple tools like smartphones, allows brands to connect with their audiences in a more personal, relatable way. This aligns with UP’s commitment to producing content that engages on a human level.
The emphasis on authenticity reflected the broader trend of modern marketing shifting away from perfection, focusing instead on creating meaningful, human-centred experiences that resonate with audiences.
Our team's top tips for Inbound 2025
As we reflect on Inbound 2024, our team has compiled key takeaways to enhance the experience for future events. Whether it’s your first time attending or you’re a seasoned Inbound participant, these tips will help you maximise your learning and networking opportunities:
- Plan Accommodations Early: Boston fills up fast during Inbound, so securing accommodations well in advance can save you money and keep you close to the action. Consider staying within walking distance to make travel easier.
- Bring More Team Members: Inbound covers a vast range of digital marketing topics. Sending a larger team ensures that you can cover more sessions and bring back insights from different areas of expertise.
- Network, Network, Network: Take full advantage of in-person networking. Casual conversations during session breaks or keynotes often lead to deeper insights and valuable connections.
- Balance Learning with Entertainment: Inbound isn’t just about marketing—it’s an experience. Attending keynotes from speakers like Ryan Reynolds and Serena Williams provides both inspiration and entertainment, offering a well-rounded experience.
- Prioritise Actionable Takeaways: It’s tempting to attend as many sessions as possible, but focus on those that offer practical, hands-on advice you can apply immediately.
- Prepare to Be Inspired: Inbound is all about creativity and pushing the boundaries of marketing. Go in with an open mind, ready to explore new ideas and strategies for the future.
Inbound's impact on the future of digital marketing
Inbound 2024 offered a deep dive into the future of digital marketing, showcasing key innovations and trends that will shape the industry in the years to come. With the rise of AI, automation, and data-driven strategies, the lessons learned at Inbound will remain crucial for marketers looking to stay ahead in an ever-evolving landscape.
For UP, the insights gained at Inbound will be central to their ongoing mission to provide cutting-edge strategies for their clients. The event’s ability to combine thought leadership, hands-on learning, and a forward-thinking vision ensures it remains a must-attend for anyone serious about driving digital marketing success in the future.