From inspirational talks to tactical educational sessions to analyses of the state of the industry, HubSpot’s INBOUND event has sessions appealing to people from a wide variety of industries with varying levels of experience.
There are so many sessions to choose from that it can be a little overwhelming to decide which you want to attend, but with just two weeks until the event it’s time to start planning how you’ll spend the two days.
While all of the sessions being available on-demand afterward for Powerhouse pass holders means you don’t have to completely miss anything, if you want to participate in the interactive aspects like Q&As or discuss the sessions with other attendees in real-time, you have to attend live.
To make the most of the event, we recommend first determining which real-time events you want to attend and then filling in the gaps of your calendar with on-demand content.
You can find all of the sessions listed in the INBOUND agenda along with multiple options for filtering them. HubSpot’s pre-determined tracks are a good way to get started with browsing sessions. In addition to the marketing, sales and services tracks that mirror the three sections of the inbound flywheel, they’ve also put together a HubSpot Academy track with tactical sessions specific to leveraging their platform. Beyond that, you can also sort by topics or use the search bar if there are specific talks you’re looking for.
But, if you’re not sure exactly what kind of sessions you want to attend and you don’t have time to look through the couple hundred options in the agenda, we have some recommendations for you:
Spotlights
Spotlights are essentially the keynotes of INBOUND. They feature big industry names from a variety of backgrounds.
- 10:30–11:30 AM ET September 22
- Pre-recorded
Every year at INBOUND, HubSpot’s leaders discuss the company’s trajectory and how it’s evolving to align with the state of the industry. It’s a can’t-miss for any HubSpot user.
This year’s HubSpot Spotlight features CEO Brian Halligan, CTO Dharmesh Shah and Chief Product Officer Christopher O’Donnell.
- 10:30–11:00 AM ET September 23
- Pre-recorded
Acquiring and retaining customers is essential for any company to succeed, and customer-centric operating practices have become an increasingly hot topic in recent years.
This talk features Intuit’s CEO Sasan Goodarzi discussing what it means to put your customers first.
Adaptability & Innovation in Times of Uncertainty
- 1:00–1:30 PM ET September 23
- Pre-recorded
Having co-founded Square and founded Invisibly and the non-profit LaunchCode, Jim McKelvey has experience handling the unknowns associated with starting and scaling a tech company. In this Spotlight, he’ll provide insights to help others follow in his footsteps.
Breakout Sessions
Breakout sessions are the educational content that makes up the bulk of INBOUND. These sessions range from introductory overviews to tactical trainings to Q&As.
- 6:30–7:30 AM ET September 22
- Live
Workflows are an essential part of your marketing automation strategy, but one that’s all too easy to set and forget. This session with Associate Inbound Professor Anni Kim will go over the newest updates to workflows and how they can help you become more efficient.
Customer Success Deep Dive Part 1: Elevating Your Voice of Customer Program to the Top 1%
- 9:00–10:30 AM ET September 22
- Live
Your customer feedback mechanism needs to do more than help you conduct marketing research. This two-part session features HubSpot Ireland’s Voice of the Customer Director Amanda Whyte and Program Director Gráinne O Sullivan discussing how HubSpot collects customer feedback and then acts upon it.
Part 1 will focus on establishing a foundation for your customer feedback program that can help you understand the comprehensive customer experience.
Dynamic Duo: From Customer Service to Customer Experience
- 9:30–10:30 AM ET September 22
- Pre-recorded with Live Q&A
Many companies underestimate the impact that a strong customer success function can have on their bottom line. But, customer retention and expansion is a much more sustainable way to grow a company than relying on acquisition alone. Join HubSpot Agency Partners Director Irina Rosenblit and a guest to learn how you can improve the effectiveness of your customer success efforts and prove your impact to leadership.
- 11:30 AM–1:00 PM ET September 22
- Live
ProfitWell helps subscription companies analyze their revenue, optimize their pricing and reduce churn. They’re experts at being data-driven and have a lot of great resources on the various metrics you can measure to help you grow.
This session will be given by their CEO Patrick Campbell and will feature data gained from analyzing more than 18,000 companies over the past year. Over the course of these two sessions, you’ll be able to turn those insights into actionable tactics that will help your company grow.
- 1:30–2:30 PM ET September 22
- Live
At New Breed, we’re big fans of the HubSpot Academy and make staying up-to-date on its coursework a part of our continued training. We’re not the only HubSpot customers to do so.
Company-provided certifications and knowledge centers like HubSpot’s can result in better customers and support marketing efforts. This session will dive into the types of offerings HubSpot Academy has and how it’s leveraged those to support HubSpot’s mission.
- 2:00–3:30 PM ET September 22
- Live
Meeting your buyers where they’re at is essential for marketing and sales success in the modern era — that means doing more than just calling them on the phone.
This hands-on workshop from Stimulyst Founder Liz Simpson will teach you how to integrate LinkedIn into your sales process and use it to convert good-fit, high-value customers.
Customer Loyalty in Challenging Times: How to Lead Fearlessly and Fight Friction
- 3:00–4:00 PM ET September 22
- Pre-recorded with live Q&A
Advocating for your customers can be difficult when your company is struggling to get by, but happy, loyal customers are ultimately the key to your long-term success. In this session from HubSpot’s Service Hub General Manager Ying Chen, you can learn how to continue prioritizing the needs of your customers and ensure they have a great experience.
Ask Me Anything Live: Maximizing Your Media & Virtual Events with Olivia F. Scott
- 4:30–5:00 PM ET September 22
- Live
Do you have questions about how to get the best results from your paid advertising and content marketing efforts? This session is your chance to get answers from an expert. Olivia F. Scott is the Founder and Principal Consultant of integrated marketing consultancy Omerge Alliances and an adjunct professor at NYU. She has experience leading marketing departments at various companies and has worked in account management roles for multiple agencies, including Ogilvy.
Hacking the Marketing-to-Sales Handoff: Guarantee That Sales Takes Action on Your MQLs
- 5:30–6:30 PM ET September 22
- Pre-recorded with live Q&A
Marketing and sales alignment is essential for your company’s growth. If marketing isn’t supporting sales and sales isn’t acting based on marketing’s efforts, neither team can truly succeed. In this session, Bayard Bradford Director of Sales Enablement will be explaining how to leverage revenue operations to reduce friction in your marketing and sales processes.
HubSpot Case Study: Optimizing for Conversions with HubSpot Reporting Tools
- 7:30–8:30 PM ET September 22
- Live
For users of Marketing Hub Enterprise, Marketing Hub Pro and/or CMS Hub Enterprise or Pro, this session with Inbound Professor Majorie Munroe will teach you how to contextually leverage contact attribution reports in order to optimize your conversion optimization strategy.
Puppies, Drones, and House Calls: How to Store Anything in HubSpot
- 8:30–9:30 AM ET September 23
- Pre-recorded with live Q&A
You might recognize Senior Professor Kyle Jepsen from HubSpot Academy certifications, and while you won’t be able to watch this session from him at 150% speed, its title alone promises that it’ll be interesting and actionable. In addition to covering best practices for storing data in HubSpot and tracking custom objects during the pre-recorded session, you’ll also be able to ask about your real-life use cases for this functionality during the live Q&A.
Customer Success Deep Dive Part 2: Elevating Your Voice of Customer Program to the Top 1%
- 9:00–10:30 AM ET September 23
- Live
Your customer feedback mechanism needs to do more than help you conduct marketing research. This two-part session features HubSpot Ireland’s Voice of the Customer Director Amanda Whyte and Program Director Gráinne O Sullivan discussing how HubSpot collects customer feedback and then acts upon it.
Part 2 will help you learn how to ensure the customer feedback you collect can result in changes within your organization.
- 11:30 AM–1:00 PM ET September 23
- Live
ProfitWell helps subscription companies analyze their revenue, optimize their pricing and reduce churn. They’re experts at being data-driven and have a lot of great resources on the various metrics you can measure to help you grow.
This session will be given by their CEO Patrick Campbell and will feature data gained from analyzing more than 18,000 companies over the past year. Over the course of these two sessions, you’ll be able to turn those insights into actionable tactics that will help your company grow.
How to Turn Your Podcast into a Lead Generation Machine
- 1:00–2:00 PM ET September 23
- Pre-recorded with live Q&A
It seems like every company nowadays has a podcast (including us). But how can you ensure the resources you’re investing in your podcast generate results? This session from the host of the award-winning Modern Marketing Engine podcast, Bernie Borges, will help you out.
- 1:30–2:30 PM ET September 23
- Live
At New Breed, we’ve been able to optimize our marketing strategy and prove our impact on the company’s bottom line thanks to HubSpot’s Revenue Attribution Reports. Learn from our Head of Demand Generation, Guido Bartolacci, how you can leverage those reports to do the same.
- 2:00–3:30 PM ET September 23
- Live
Meeting your buyers where they’re at is essential for marketing and sales success in the modern era — that means doing more than just calling them on the phone.
This hands-on workshop from Stimulyst Founder Liz Simpson will teach you how to integrate LinkedIn into your sales process and use it to convert good-fit, high-value customers.
4x The Impact of Customer Retention Programs with Voice-of-Customer Learning Labs
- 2:30–3:30 PM ET September 23
- Pre-recorded with live Q&A
Customer feedback can help you improve your product and your customer experience, which in turn increases retention and your revenue. But, collecting the right information isn’t easy. This session from Sprout Social’s Senior Customer Marketing Manager Luke Reynebeau will teach you how to develop a voice of the customer learning lab.
Ask Me Anything Live: Managing Your Tech Stack Using HubSpot with Scott Brinker
- 3:00–3:30 PM ET September 23
- Live
If you have questions about tech stacks or integrations, you need to attend this AMA with Scott Brinker. In addition to serving as the VP of Platform at HubSpot, Scott also runs the Chief Marketing Technologist blog and is behind the Marketing Technology Landscape infographic that comes out each year.
Here’s Exactly How to Sell to the C-Suite
- 3:30–4:30 PM ET September 23
- Pre-recorded with live Q&A
It’s hard to reach C-suite decision-makers, but for some products or services, their buy-in is essential. This session from Gong CRO Ryan Longfield will explain how executives buy so that when you get a meeting with them you can close the deal.
- 4:30–5:00 PM ET September 23
- Live
Social media marketing is constantly evolving, and the best practices for brand development and positioning don’t stay static either. Attend this AMA with SWAG Strategy Solutions Founder Rachel Wilson Thibodeaux to get your questions about leveraging content marketing to improve visibility and profitability answered.
On-Demand
If you find yourself with a break between live sessions or just want to continue the INBOUND experience after the event ends, these on-demand sessions are a great way to use your time.
Dear INBOUND with Bethanie Abbott
Dear INBOUND sessions are pre-recorded Q&As with experts about topics they’re knowledgeable about. In this session, New Breed’s Inside Sales Manager Beth Abbott will answer technical questions about HubSpot Enterprise.
My Cheat Sheet: 3 Copywriting Skills to 3X Results — No Matter What Business You're In
Content is the backbone of inbound marketing, and most content includes copy. This session from Magic Words Copywriting Founder Kelsey Formost will teach you how to leverage copywriting to reach your intended audience.
My Cheat Sheet: A Template for Powerful Go-to-Market Strategies: The Marketing Canvas
As B2B companies scale, they’re often developing new products to better help their existing customer base or launching their existing products into new markets. In this session, Global Marketing Manager for Additive Manufacturing at GKN Additive Susanne Trautmann explains how to leverage the Marketing Canvas method of summarizing information in order to boost the effectiveness of your GTM.
My Cheat Sheet: How to Scale Marketing Internationally
Advances in technology have resulted in our ability to serve customers who are geographically distant, but the way to reach prospects in other countries who speak different languages will differ from what your marketing team is used to. This session from HubSpot Germany Director of EMEA Marketing Inken Kuhlmann-Rhinow will discuss how HubSpot has expanded globally and what you can learn from them.
The Moment When...with David Meerman Scott
“The Moment When..” are short sessions featuring a speaker telling a story that impacted their lives and careers. In this session, author and public speaker David Meerman Scott discusses the impact of an experience he had when he was 16 and working at a local cheese shop.
The Moment When...with Alicia Garza
“The Moment When..” are short sessions featuring a speaker telling a story that impacted their lives and careers. In this session, Black Future Labs Principal and #BlackLivesMatter Co-creator Alivia Garza talks about the moment when #BlackLivesMatter started.
