UNBOUND

UNBOUND is HubSpot's flagship marketing and sales event, and the direct continuation of INBOUND — HubSpot retired the INBOUND name after fifteen years, and inbound.com now redirects to the UNBOUND site. HubSpot frames the change as a shift in emphasis rather than a new event: "INBOUND laid the foundation. UNBOUND reflects how growth works today."

That repositioning moves the focus away from the inbound marketing methodology HubSpot built the brand on, and toward connected systems, AI-driven execution and unified go-to-market teams across the whole customer experience. For search marketers, it is worth reading as a signal about where HubSpot thinks demand generation is heading.

The event is considerably broader than a search conference. Its main-stage programme mixes business and platform sessions with high-profile cultural names, and the 2026 edition returned to Boston after a year in San Francisco. Sessions include VIP-only capacity-limited formats, and the 2026 edition sold out ahead of the event.