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April 6, 2026

INBOUND is Now UNBOUND: Why We’re Evolving the Event

After fifteen years, HubSpot’s INBOUND event is becoming: UNBOUND. That naturally raises a question. Why change the name at all? Fifteen years is a long time. The world didn't stand still and neither did we. Over the past several years, we've heard two consistent reactions from the practitioners, marketers, and growth leaders who have made INBOUND what it is. First: deep appreciation for what INBOUND established. Second: recognition that the world it was created for has changed across teams, across technology, and across the customer journey. And so has HubSpot. This evolution is our response to that reality. INBOUND is becoming UNBOUND because growth no longer fits within a single framework or function. Today, it covers marketing, sales, service, and operations across the full customer journey in an AI-driven environment. UNBOUND reflects that expanded reality and the mindset required to lead through it. INBOUND laid the foundation. UNBOUND embraces what growth has become.
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  • Aja Frost at INBOUND 2025

    Session Recaps

    March 23, 2026

    How to Show Up in AI Search: HubSpot’s Winning AEO Playbook

    For years, marketers have been trained to think in rankings: rank on Google, drive traffic, optimize conversion. Repeat. That model influenced an entire generation of content strategy and defined what we wrote, how we structured it, and how we measured success. But at INBOUND 2025, Aja Frost, Senior Director of Global Growth at HubSpot, made it clear that this model is being replaced with AEO (the practice of optimizing your content so AI tools like ChatGPT and Google AI Overviews can find, extract, and recommend your brand in their answers). AI is compressing what used to be a multi-step journey into a single, synthesized answer. If your brand isn’t part of the answer, you may never enter the consideration set at all. Frost knows this firsthand. HubSpot saw the shift early, pivoted their content strategy, and is now the number one most visible CRM in AI engines. Here's the playbook she sharedcheck and what you can start doing today.

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