The B2B Enablement Hub

AI capability is becoming easier for every company to access. The harder part is giving AI the context, knowledge and judgement it needs to create better outcomes. That was our biggest takeaway from UNBOUND 2026.

Before we travelled to HubSpot's UNBOUND event in Boston, a customer asked us two questions: Is it advisable to invest in lead nurturing workflows when so much of the buying journey happens on other platforms? And while we build for AI, where, how and how much should we keep building directly for people? This article hopefully answers her and others asking the same questions.