HubSpot’s INBOUND 2025 conference just wrapped in San Francisco and my head is still buzzing with ideas, conversations, and new ways to think about growth. It was equal parts inspiring and practical, and I came back with a notebook full of takeaways (and a suitcase full of conference swag). It wasn’t just another big tech event full of product demos. This conference really hit differently. The focus wasn’t just on AI, it was on how we keep the human side of marketing and growth alive while using AI to move faster and smarter. That mix of realism and optimism felt refreshing in a world where all we keep hearing is the fear that surrounds AI.
After an action-packed three days, here are the things that stuck with me:
Yamini Rangan, HubSpot’s CEO, said something that landed hard: clicks don’t matter the way they used to. AI search is changing the game, and chasing traffic is becoming a dead end. What matters now is trust. For iON, this means making sure the content we put out actually helps people, whether that’s demystifying compliance or giving clarity on complex OT security issues. If leaders across Canada see us as the team that tells it straight, that’s where real growth comes from.
HubSpot rolled out The Loop, their framework for using AI: Express, Tailor, Amplify, Evolve. Honestly, I liked how straightforward it was. It’s not about over-engineering. For iON, I see us using this to keep our voice consistent as we expand across Canada, while still tailoring messages for different sectors and regions. What we say to an energy company in Alberta isn’t identical to what resonates with a bank in Toronto, but the core of who we are doesn’t change. That’s the point.
The new Breeze Agents and Assistant got a lot of buzz. I’ll admit, I’m skeptical of anything that sounds like “AI will do it all for you,” but these feel different. They’re about taking care of the repetitive stuff so people can focus on actual conversations. For us, that could mean faster follow ups after events like iCONIC or making sure client requests don’t slip through the cracks when teams are stretched. That’s the kind of scale we need if we want to build a truly national presence.
The Data Hub might not sound exciting on the surface, but it’s one of the most important announcements. Clean, connected data means we can actually act like one company across the country, instead of a bunch of siloed teams. Imagine being able to personalize outreach to a startup in Vancouver and a national enterprise in Ontario without missing a beat. That’s the level of execution we’ll need to grow.
INBOUND always brings in voices outside of tech. Hearing Amy Poehler talk about leadership and Glennon Doyle talk about vulnerability reminded me that leading a brand isn’t just about strategy and execution. It’s also about showing up real. People connect with that, whether you’re on stage or writing an email campaign.
The bottom line: INBOUND 2025 was about how to grow with AI without losing the human side. For iON, that means leading with trust, using AI to scale without losing our voice, and keeping data clean so our teams can deliver consistently across Canada. We’re not chasing clicks, we’re building a brand people believe in. That’s how we’ll grow, coast to coast.
On a personal note, one of the best parts of the week was the people. I met some amazing leaders from organizations all over the world, but my favourite moment was at the Canadians Meetup on Thursday. There’s something energizing about connecting with peers who are navigating the same challenges (and opportunities) back home. It reminded me that while we’re building iON nationally, we’re also part of a larger Canadian community that’s making waves globally.
Already looking forward to next year’s conference where HubSpot is heading back to Boston, a city that’s been on my bucket list to visit for quite some time so it sounds like it’ll be the best of two worlds.
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