ENCORE: Lab: From Data Chaos to Clarity With HubSpot Smart CRM

In a special solo keynote, HubSpot Co-founder and CTO Dharmesh Shah explores how to build and lead in an era of unprecedented change. From AI transformation to evolving customer expectations, Dharmesh will decode the patterns that define tomorrow's successful companies. Walk away with a clearer vision of what's coming and the practical steps to position your business ahead of the curve.

Stop letting your CRM manage you. Learn how to deploy personal AI agents within HubSpot to automate tasks, personalize your workflow, and reclaim thousands of hours annually. In this session, Andrew Amann, AI expert from NineTwoThree (the team behind AI products for FanDuel, Consumer Reports, SimpliSafe, and Experian), will explore the practical steps to integrate AI agents, customize their functions, and unlock the true potential of a 24/7 HubSpot working tirelessly on your behalf. Leave ready to deploy your own AI-powered workforce and achieve unprecedented levels of efficiency.

What if you could see exactly what works in marketing, backed by millions of data points? Neil Patel reveals the patterns behind high-performing content, social engagement, and conversion strategies, based on an extensive analysis of 150,000 blog posts, 3 million social media updates, and feedback from 10,000 marketers. These 25 key insights cut through the noise and spotlight where real results come from. Whether you're refining strategy or reallocating budget, you'll walk away with a data-backed playbook for smarter, more effective marketing.

ABM isn’t what it used to be—and that’s a good thing. In this hands-on workshop, we’ll break down what modern, high-performing ABM really looks like in 2025. You’ll learn how to move beyond generic account lists and anonymous intent to build personalized, signal-rich campaigns that target the right people and drive real pipeline. From generating your own first-party signals to building contact-level attribution models, this session gives marketing the frameworks, workflows, and GTM alignment needed to make ABM perform— compliantly, predictable, and powerfully.

Learn how to harness AI for growth while staying in control of your data. HubSpot’s Chief Legal Officer Erika Fisher and EVP of Product Karen Ng share clear principles, practical guidance, and key tradeoffs to help business leaders move fast, confidently, and responsibly.

Learn how to set a budget based on revenue goals, CAC, and LTV. Discover how to calculate your max cost per lead in just 10 minutes. See case studies of companies that moved from gut-based to data-driven budgeting. Walk away with an actionable framework: the 70-20-10 rule—70% on proven strategies, 20% on experiments, and 10% on bold, moonshot ideas.