Tiered Cake, Tiered Pipeline: How Huble Created Sweet Success at INBOUND

Events are crowded. Spaces blur together. But at INBOUND 2024, one display stopped attendees in their tracks: a life‑size, rotating HubSpot sprocket cake.

The confection was a dessert‑for‑show and Huble’s conversation starter. It was the centerpiece of a sponsorship that generated £300–£400K in closed business and hundreds of thousands more in active pipeline. Read on for how Huble found sweet success at INBOUND.

The Opportunity

After experiencing challenges with previous sponsorships (low foot traffic, broad audiences, and unclear ROI) Huble was looking for an opportunity to connect with the right audience. As a HubSpot partner, they needed direct access to companies who were either using HubSpot or seriously considering it. The team saw INBOUND as a way to:

Strengthen brand awareness inside the HubSpot ecosystem
Generate high‑value leads from companies with 200+ employees already evaluating HubSpot
Deepen relationships with current customers and HubSpot reps

Trade show booth for Huble with white furniture, displays, and people networking. HubSpot AI branding visible in background.

The Activation

Huble went all-in on an experience that was impossible to ignore. Enter: a large, rotating HubSpot sprocket cake installed at the center of their space that immediately caught the eye of every passerby.

It became a popular photo opportunity and natural icebreaker, creating the perfect opening for sales conversations. But Huble didn't stop at visuals; their sponsorship extended through multiple touchpoints:

People visiting HubSpot's booth at a trade show or conference, with HubSpot AI display and company branding visible

Themed Engagement: A "Cake or Not?" quiz had visitors guess which things could or couldn't be built in HubSpot, turning platform education into an interactive game.

Three people networking at a trade show booth, with one person holding a white tote bag labeled 'Notorious B.A.G.'

Strategic Swag: Branded cake mix reinforced their memorable theme while providing lasting brand recall long after the event ended.

Content Amplification: On-site video marketing captured event footage for post-event LinkedIn distribution and social amplification.

Huble extended their impact through a dedicated speaking session, sharing real-world success stories that positioned them as thought leaders while connecting with decision-makers in a more educational format. Their multi-layered INBOUND presence was equal parts memorable, educational, and conversation-driving.

The Impact

Huble's creative, relationship-focused approach delivered measurable results that more than made their strategic investment worth it.

Pipeline Success: Two years of INBOUND sponsorship has led to hundreds of thousands in pipeline generated, with approximately £300-£400k in closed business directly attributable to INBOUND.
Brand Amplification: Their INBOUND presence and digital content generated organic buzz that continued beyond the event..
Relationship Building: Meaningful conversations with existing customers, new prospects, and HubSpot team members created lasting business value.

Trade show booth displaying Huble branding with people networking and discussing business in an industrial venue setting

The Value

What sets INBOUND apart from other sponsorship opportunities? According to Huble, it's the combination of audience quality, engagement level, and seamless execution that creates an environment where meaningful business conversations can flourish.

"INBOUND offers standout audience quality, excellent brand alignment, and is run exceptionally well," Matthew Creswick (Chief Marketing Officer at Huble) shared. " It’s a one-stop solution for brand exposure, lead generation, and relationship-building with customers, HubSpotters, and new prospects alike. We’ve seen tangible ROI and left feeling energized."

Unlike other event sponsorship experiences for the Huble team, INBOUND created space for the focused interactions that drive real business impact.

“If you want to grow your brand within the HubSpot ecosystem, meet engaged decision-makers, and generate real business opportunities, INBOUND is the ideal platform.” — Matthew Creswick, Chief Marketing Officer at Huble