Stellan and I are heading to Boston for UNBOUND, HubSpot’s annual event, formerly known as INBOUND. At UNBOUND 2026, we’ll focus on three questions relevant to B2B companies: where HubSpot is heading, what is actually working in AI search, and how AI is changing B2B selling and growth.
After 15 years, HubSpot has renamed its flagship event. What began largely around inbound marketing now spans marketing, sales, service, operations, data and, increasingly, AI agents.
For Zooma, there is another connection to 2012: it was also the year we became a HubSpot partner, as one of the first agency partners outside North America. Since then, we’ve helped many mid-sized and enterprise B2B companies with complex international operations implement HubSpot and get more out of it. That is also the perspective we’ll bring to UNBOUND: What can B2B companies use now? What should they prepare for next? And what is mainly hype?
Three things we’ll be watching
There are more than 200 sessions on the UNBOUND 2026 agenda. We won’t try to follow everything. We'll focus on developments that could be practically relevant to mid-sized and enterprise B2B companies.
1. Which HubSpot developments matter for B2B companies?
HubSpot Spotlight is the obvious place to start. We’ll be looking beyond individual features to understand where HubSpot is taking the platform, particularly its growing focus on AI agents and agentic workflows.
With the recent launch of Agent Hub and Agent Builder, HubSpot is making agents a more central part of how marketing, sales and service teams work. At UNBOUND, we want to understand what that shift means in practice for B2B companies: where agents are already creating measurable value, what companies should start testing now, and what may still be too early to prioritise.
2. Which AI search tactics are actually working?
As B2B buyers increasingly use AI to discover, research and evaluate companies and solutions, visibility in AI-generated answers is becoming more relevant. Inside HubSpot's AI Search Lab: 7 AEO Experiments caught our attention because it focuses on real experiments, including what worked, what failed, and what HubSpot learned.
We’ll be seeking practical evidence of what companies can do to improve their visibility in AI-generated answers, as well as which tactics aren’t delivering meaningful results.
3. How is AI changing B2B selling and growth?
AI search is only one part of a broader shift in B2B selling and growth. Throughout the event, we’ll look at where AI is creating genuine value in marketing, sales, and service, and how it is changing the way buyers discover and evaluate suppliers.
Which changes should B2B companies prepare for now? And where is the hype still ahead of reality?
Not going to Boston?
Be sure to check out the HubSpot YouTube channel. HubSpot has previously livestreamed Spotlight and made selected event content available afterwards. We’ll also share the most relevant takeaways from Boston on The Enablement Hub.
What should we find out for you?
Our job at UNBOUND isn’t simply to report everything that gets announced. It’s to filter it: What is relevant for B2B companies? What is worth testing now? What should we prepare for next? And what is mainly hype?
Is there a question, trend or business challenge you would like us to investigate? Send us your question before UNBOUND by filling out the form below, and we’ll take it with us to Boston.
And if you're heading to UNBOUND too, let's meet in Boston. Get in touch with Stellan and me to find a time for coffee and conversation.
