Takeaways from HubSpot's Creator Activation at INBOUND 2024

IN PARTNERSHIP WITH

I recently attended HubSpot's INBOUND conference in Boston for the first time—a three-day event that unites business professionals to explore the latest trends in marketing, sales, and AI. I was fortunate to join through an activation with HubSpot Creators.

Launched in 2021, HubSpot Creators is HubSpot’s in-house creator agency aimed at extending the brand's reach through partnerships with creators.

To date, they’ve collaborated with over 200 creators across platforms like YouTube, LinkedIn, TikTok, Instagram, and podcasts, with more than 50 signed to long-term partnerships. Notables include Jenna Kutcher, Morgan J. Ingram, and Matt Wolfe.

As someone passionate about the role of a creator-marketer—someone who plays and understands both sides of the creator economy—I regularly draw from my experience creating content as well as working with brands and agencies to engage effectively with creators. This dual perspective informs my approach to supporting clients and building my own brand.

Keeping this in mind, I’m sharing my experience as a creator at INBOUND and highlighting key takeaways for marketers looking to host in-person activations with creators.

1. Set Creators Up for Success

Before INBOUND kicked off, I received several communications from the HubSpot Creator team, including a detailed Creative Brief and a personalized itinerary.

The Creative Brief outlined HubSpot Creators' goals, the INBOUND campaign strategy (content, deliverables, etc.), the timeline, and additional brand resources. The itinerary provided a recommended schedule, including sessions to attend, time slots for content creation, and key social events.

Takeaways: Creative briefs are standard in influencer marketing, but their effectiveness can vary widely. HubSpot’s Creative Brief struck a perfect balance by including essential content creation information while clearly addressing specific campaign goals—from messaging to key performance metrics like impressions and engagements.

Too often, marketers fail to share campaign goals with creators until after the campaign is already over. But if a creator doesn’t know what you’re aiming for, how can they help you succeed? Setting clear goals upfront ensures both the marketer and the creator are set up for success.

While I was familiar with HubSpot and INBOUND, there will be times when brands partner with creators who are new to the brand. In those cases, providing context and additional resources is crucial for effective collaboration.

Overall, this preparation made it easy for me to understand expectations and desired outcomes. It allowed me to approach the experience with a clear idea of the content I could create while still fully enjoying the conference.

2. Create Spaces That Inspire Content Creation

A highlight of my INBOUND experience was the HubSpot Media Creator Studio. The space was thoughtfully designed with creators in mind, featuring HubSpot’s top creators on the walls and aesthetically pleasing areas perfect for social media content. It included a podcast recording setup, a concession area with food and swag, and visually appealing decor.

The space also facilitated live podcast recordings, including popular shows like The Hustle Daily and My First Million.

Takeaways: When planning in-person activations, consider how physical environments can inspire content creation.

While HubSpot benefited from a unique, well-designed space, brands can create content-friendly settings by ensuring good lighting, using photographic venues or decor, and establishing dedicated areas for filming or recording. The easier you make it for creators to produce content, the more impactful their output is likely to be.

3. Elevate & Educate Creators

Creators had a prominent presence at INBOUND, including on the event’s programming. For the first time, there was a dedicated Content & Creator stage featuring HubSpot’s long-term creator partners alongside their internal talent.

Alanah Joseph, HubSpot’s Head of Creator Partnerships, participated in a panel with creators like Dr. J.J. Peterson and Phill Agnew, discussing what makes influencer marketing succeed or fail. Other creators, such as Scott Clary, Imani Ellis, Matt Wolfe, John Lee Dumas, and Donald Kelly, took the stage to cover various topics, including content marketing, podcasting, selling, leveraging AI, and more.

Takeaways: When a campaign revolves around a conference or event like INBOUND, it naturally creates opportunities to elevate and educate creators.

By booking its creator partners as speakers, HubSpot not only gave them a platform to share insights but also boosted their profiles by showcasing their expertise to other creators and marketers in attendance.

Even if you're not hosting a large event focused on education, consider incorporating creators into workshops or panels to share their knowledge—whether with external audiences or internal teams. Speaking engagements are among the most in-demand opportunities for creators today, especially those in the business sector.

4. Foster Community & Relationships 

From the Creator Welcome Reception at the Omni Hotel to networking sessions and a Creator Happy Hour at the Sugar Factory, INBOUND provided many opportunities to engage with the HubSpot Creator team and fellow creators.

I connected with several members of the HubSpot Creators team to learn more about their work and spent time with other creators, discussing everything from LinkedIn content strategies to everyday life topics.

TakeawayS: Post-pandemic, many people crave genuine human connections. In-person interactions build relationships that emails or Zoom calls simply can’t replicate. These experiences benefit marketers by helping strengthen relationships with creator partners and offering creators a chance to network with each other, often leading to new friendships and collaborations. When creators form meaningful connections, they tend to associate those positive experiences with the brand that facilitated them.

Final Thoughts

In-person events offer valuable opportunities for creator marketing. While they require significant planning and resources, the potential return on investment—from building deeper creator relationships to generating valuable content—is substantial.

By preparing creators in advance, creating content-friendly environments, and fostering meaningful connections, influencer marketers can maximize the value of these experiences for both themselves and their creator partners.

To learn more about HubSpot Creators, including their investments in creators, partnerships, and more, visit their website here.

THANK YOU

Thank you for reading! If you've enjoyed this, please consider sharing it with a colleague or friend and/or supporting it via Buy Me A Coffee. If you have any feedback, ideas, tips, or questions or would like to advertise in the newsletter or collaborate, please don't hesitate to reply to this email, reach out here, or send me a DM.