INBOUND Blog

Marketing today is about behavioral fluency and if you’re building strategies based on how people say they make decisions, you’re already behind. Behavioral science tells us that up to 95% of decisions are made subconsciously. In practice, that means your audience is often choosing without realizing why. Nancy Harhut, behavioral science and marketing expert, says that these decision defaults are automatic responses rooted in habit, emotion, and cognitive efficiency. At INBOUND 2025 she laid out 9 counterintuitive marketing tactics every marketer should have in their toolbox to identify and exploit common decision triggers. Here’s a breakdown of each tactic, plus tips for how to start applying them to your work.

HubSpot admins are no longer just system stewards; they’re architects of scale, personalization, and growth. And as Kyle Jepson reminded us at INBOUND 2025, the skills that made admins successful in the past aren’t enough for where HubSpot is headed next. Jepson’s session was a rapid-fire tour of new features, pro-level tactics, and thoughtful strategy for navigating a more powerful HubSpot platform. Whether you’re brand new or a seasoned admin, these are some of the skills you need now to keep your teams moving fast and working smart in 2026, straight from one of the best teachers in the HubSpot universe.

If there’s one skill marketers should commit to mastering in 2026, it’s using AI to scale 1:1 email personalization. At INBOUND, Ari Echt-Wilson, Director of Global Prospect Email at HubSpot, shared how her team has driven over 10,000 qualified meetings per quarter and achieved a 45% year-over-year increase in email conversion rates with the help of AI-personalization. Here’s what she and her team learned throughout the process and the actionable skills every marketer can start practicing now.

Everyone’s talking about AI agents and workflow automation, but at INBOUND 2025, Varun Anand, co-founder of Clay, brought the conversation back to what really drives growth: go-to-market strategy. Only this time, he reframed the fundamentals through a new lens as: The Three Laws of GTM Physics. What actually powers sustainable, scalable growth in the AI age? Turns out, it’s about adopting a new operating system for how you grow. If you're leading a startup, owning revenue, or shaping B2B strategy, this framework will help you build a growth engine for speed, differentiation, and scale. Let’s break it down.

Search has changed. Have you? Google is no longer just a ranking engine and if you're still optimizing for blue links and waiting for traffic to land on your site, you may already be invisible. At INBOUND 2025, Fire&Spark’s Dale Bertrand challenged marketers to adapt to how AI is changing search behavior or risk being written out of the conversation entirely.

On the Main Stage at INBOUND 2025, Neil Patel, co-founder of NP Digital, came with hard data that challenges where we're all spending our marketing time and energy. His topic: 30 Charts That Will Change the Way You Do Marketing. His message: Most companies are focused on the wrong things and missing real revenue opportunities because of it. If you’re navigating search behaviors, AI-generated content, or performance plateaus, here’s what you need to know from Patel’s session and how to act on it now.

Email marketing is either dying or thriving depending on who you ask. But if you were at Jay Schwedelson’s packed session at INBOUND 2025, you walked away with zero doubt that email is changing fast, and marketers who test (not guess) will win. In a rapid-fire 45 minutes, Schwedelson delivered a tactical, data-packed session backed by insights from over 6 billion emails a year sent through his agency. He shared what’s working, what’s not, and what to test next for teams looking to move the needle using email.

At INBOUND 2025, HubSpot's EVP of Product Karen Ng sat down with Olivier Godement, Head of Platform Product at OpenAI, to pull back the curtain on what they're seeing, building, and betting on for the future.

At INBOUND 2025, HubSpot CMO Kipp Bodnar and Senior Director of Global Growth Aja Frost got real about how they were in "the pit of despair" about 15 months ago, and how they climbed out using a completely new approach to marketing.

When Anthropic CEO Dario Amodei took the Main Stage with HubSpot's own Yamini Rangan at INBOUND 2025, he brought a perspective few others can offer: what it's like to ride an exponential curve that's rewriting the rules of business.

When Brian Halligan walked on stage with Hot Ones host Sean Evans, he admitted he didn’t fully know what he was signing up for. But by the end of ten wings and ten questions, HubSpot’s co-founder was reflecting openly on the future of business, the lessons of music, and the vulnerability of leadership all while sweating through one of the INBOUND’s spiciest interviews ever. Here’s what we learned, wing by wing.

If you've ever felt like you need to have it all figured out before you can lead, Glennon Doyle has news for you. At INBOUND 2025, the bestselling author and activist sat down with leadership expert Anne Morriss to share that the strength to lead others doesn't come from perfection, but from the courage to be real about your own struggles while still getting the work done. With nearly 2 billion podcast downloads, millions of books sold, and a community that's raised $56 million for people in need, Doyle has built something extraordinary by doing one simple thing: showing up exactly as she is.