9 Proven Tactics Behind HubSpot’s 12,000-Person Conference Success

Pulling off a large-scale event with the perfect venue, timing, agenda, and attendee experience may seem like a dream. 

But is it really out of reach?

Think back to that one event that left a lasting impact on you. The one that gave you insights you still talk about. 

Did that success happen by sheer luck, or is there a formula behind it?

To uncover the secret, we sat down with Katherine Tooley, the mastermind behind HubSpot’s Inbound Conference. Last year, over 12,000 attendees left the event raving about their experience. This year? They’re expecting more than 21,000.

What’s their secret? 

Turns out, it’s not luck, it’s strategy. 

Luckily, Tooley shared all her tips and techniques with us. Curious? Keep reading!

What It Takes to Pull Off a Large-Scale Event

How can you manage thousands of attendees, deliver engaging content, and avoid logistical nightmares? 

These 9 proven techniques are your launchpad to successful large-scale events.

1. Event Planning Starts Early: A Long-Term Commitment

Planning a large-scale event isn’t something you can throw together last minute. 

In fact, the most successful events start planning 18 months in advance. While that might sound like a huge commitment, it’s the key to making sure everything runs smoothly.

It takes about an 18-month timeline to start planning the next HubSpot Inbound event. For example, even though Inbound 2025 is happening this September, we're already working behind the scenes on Inbound 2026.

Katherine Tooley

VP of Global Events at HubSpot

That’s a lot of foresight, but it’s what sets successful events apart from the ones that feel chaotic or rushed. The long-term planning allows the team to ensure everything is aligned, from venue selection to content creation and marketing strategies.

So, how can you apply this? 

Start your event planning as early as possible. Create a detailed roadmap and ensure all teams are aligned from the get-go. Whether you’re hosting a 100-person workshop or a 10,000-person conference, early planning will make the whole process feel smooth and well-executed.

2. Tailored Content for a Diverse Audience

Creating content that speaks to everyone at a large-scale event is no easy feat. 

The key is understanding your audience, not just who they are, but what they need. Inbound, for example, offers a wide range of content tailored to different attendee profiles: from enterprise leaders and small business owners to marketers and creatives. This broad spectrum ensures that every attendee walks away with something valuable.

We do a really great job programming the overall content curation to make sure that there's something for everyone there. While we certainly have a focus on more enterprise or upmarket decision makers, we also recognize that people are not monoliths.

Katherine Tooley

VP of Global Events at HubSpot

This approach ensures that each attendee finds content that resonates with them, whether they’re looking for in-depth strategies, practical tips, or creative inspiration.

How can you apply this to your event? Start by segmenting your content. Consider offering multiple tracks or curated agendas to cater to different interests or job roles. By offering tailored content, you can make sure everyone finds something that speaks to their specific needs.

3. Personalize The Registration Process

A smooth registration process is crucial to giving attendees a great experience from the get-go, and personalizing it makes all the difference. 

Personalized registration isn’t just about getting their name and email; it’s about tailoring the experience right from the start.

For example, when someone registers, the system can suggest sessions, speakers, or activities based on their role, industry, or what they’re hoping to get out of the event. 

This means instead of searching through hundreds of sessions, attendees receive a curated agenda that feels relevant to them. It’s a simple way to ensure they’re engaged right from the start.

How can you make this happen? Use AI-driven event platforms that ask the right questions during registration, things like attendee interests, job roles, or even challenges they want to solve. From there, the platform can suggest sessions, speakers, or networking opportunities that fit their profile. 

This approach not only streamlines the registration process but also gives attendees a sense that the event is designed just for them, making for a much more engaging experience.

4. Location & City Selection: More Than Just a Venue

What’s the point of a fantastic event if your attendees can’t even get there? 

Choosing the right location is one of the most important decisions you’ll make when planning a large-scale event. 

You want to pick a city that has enough hotel coverage and hotel variety to meet your attendees’ needs. And you want to make sure that there’s an international airport, we want to make sure that we are global friendly.

Katherine Tooley

VP of Global Events at HubSpot

The right city is about supporting the entire event experience. From accessibility to costs to tourism infrastructure, every element plays a role in making the event a success. 

Here’s a checklist for selecting the best event location:

• Local Demand: Is the city home to a significant portion of your target audience?
• Accessibility: Is the city easy to get to? Consider the availability of international flights, local transportation, and proximity to key partners.
• Costs: Does the location offer value for money, including venue rental, accommodations, and other event-related expenses?
• Tourism Support: Does the city have a strong tourism infrastructure, such as hotels, restaurants, and entertainment options?

By considering these factors, you’ll select a location that makes it easy for attendees to attend and enhances their overall event experience.

5. Understanding Event Timing: The Sweet Spot for Engagement

If your attendees are busy closing out the quarter or handling major deadlines, they’re simply not going to have the bandwidth to engage with your event. That’s why timing is such an important factor in planning.

HubSpot nails this by holding its Inbound Conference in September and October, right before the craziness of the end-of-year push. 

So, how do you pick the best time for your event? Here are a few key points to consider:

• Industry Calendars: Be mindful of other major events or conferences in your industry. You don’t want your event to clash with something that could pull your audience away.
  
• Work Cycles: Avoid scheduling events during times when your audience is likely to be busy closing out the quarter. Instead, aim for times when they are likely to be open to fresh ideas, like before the end-of-year push when they’re planning for the next quarter.
• Attendee Availability: Avoid busy times like holidays or other peak seasons when people are out of the office or distracted by personal commitments. Focus on when your audience is most likely to have the time and energy to attend.

When you get the timing right, your attendees will be ready to engage, learn, and take action.

6. Audience Loves to Network. Facilitate it Fully

Given how teams are working remotely throughout the world, events have become an avenue for them to connect in person or just get the thrill of being surrounded by fellow professionals. This is why networking is a huge piece that drives attendees, and it’s important to facilitate that bit to the fullest.

People attend events to build relationships and grow their networks. It’s not just about the content.

Muhammad Younas

CEO at vFairs

Here’s how you can make networking easy and effective at your event:

• Schedule Networking Time: Set aside dedicated slots for networking, whether through breakout rooms for virtual events or meetups for in-person ones.
  
• Use Networking Tools: Platforms like vFairs help attendees easily find and connect with others who share similar interests. When attendees register and provide their interests, AI-powered matchmaking automatically suggests relevant connections, making networking effortless and meaningful. 

By structuring networking and using the right tools, you’ll ensure your attendees connect meaningfully, whether they’re in person or online.

7. Ditch Cognitive Overload. Make It Lively and Fun

Ever noticed how the best events don’t just offer great content but also something fun to keep you engaged? At HubSpot’s Inbound, they add entertainment like comedians and unique food and drinks to balance out all the business sessions. 

We really try to make it like not a hard day. If you’re just listening to content that you need to translate back to your boss, that’s a huge cognitive load. We recognize that there needs to be breaks in the day and a variety of activities to keep humans engaged.

Katherine Tooley

VP of Global Events at HubSpot

The takeaway here is clear: non-business elements are just as important as the core content. They play a crucial role in keeping the energy high and attendees feeling excited, making for a more memorable experience overall.

So, how can you apply this to your own event? Here are a few ideas to add those surprise-and-delight moments:

• Unique Speakers: Bring in unexpected speakers, like comedians, entertainers, or industry disruptors, who can offer fresh perspectives or lighten the mood.
• Engaging Activities: Think outside the box with activities like trivia, interactive games, or even wellness sessions to give attendees a break from intense sessions.
• Themed Food and Drink: Curate food and beverage offerings that reflect the theme or vibe of your event. A unique cocktail or snack bar can add a fun, unexpected touch.
• Pop-Up Experiences: Set up fun, immersive experiences, like photo booths or creative lounges, where attendees can take a quick break and connect in a more relaxed setting.

By adding these non-business elements, you’re not just offering a break from the agenda; you’re creating moments that make the event more enjoyable, memorable, and impactful for your attendees.

8. The Role of Celebrity and High-Profile Speakers

When planning an event, there’s often a dilemma: Should you bring in celebrity speakers to draw in the crowd, or focus on industry experts who provide deeper, more relevant insights? 

Celebrities can boost ticket sales, but they may not always align with the event’s core message. On the other hand, subject-matter experts deliver value but may not attract the same attention. Katherine Tooley offers a thoughtful take on this. 

We always try to make sure that everyone we book has a story that they can tell on stage that is relevant for the people in our audience, not just like, I’m going to get up here and talk to you about the movie I just released or the book I just wrote.

Katherine Tooley

VP of Global Events at HubSpot

Here’s how you can apply this approach:

• Strategically Use Celebrity Speakers: If you choose to include celebrities, make sure their message supports your event’s overall theme and adds genuine value, not just star power. Place them thoughtfully within your program so they complement your core content instead of overshadowing it.
• Align with Event Goals: Subject-matter experts should drive the core content of your event. They provide the insights and value your audience is there for.

By balancing star power with expert insights, you’ll create an event that’s both engaging and valuable for your attendees.

9. Leveraging AI for Event Operations

AI is the tool that helps you do more with less. It’s becoming a must-have for streamlining event operations, enhancing personalization, and boosting efficiency. 

Tooley shared that they use AI not only for engaging attendees but also for behind-the-scenes operations like customer support and content creation. It allows them to run smoother events with fewer resources while delivering tailored experiences for their attendees.

Here’s how you can apply AI to streamline your event planning:

• Dynamic Scheduling: Use AI to create personalized agendas, suggesting relevant sessions or speakers based on attendee preferences and interests.
• Attendee Matchmaking: Let AI pair attendees with similar goals or interests, facilitating high-quality networking opportunities.
• Facial Recognition Check-In: Enhance your attendees’ experience with facial recognition check-in. Not only does this provide a lightning-fast arrival process, but it also adds a premium touch that sets an impressive tone right from the start.
  
• Real-Time Analytics: Use AI event analytics to stay in the know of your event’s performance in real time.
• AI-Powered Event Assistant: Instead of making people rely on the help desk during the event, provide them with an event chat assistant that can answer any of their questions at any time.

By integrating AI into your event operations, you’ll save time, improve the attendee experience, and ensure everything runs more efficiently from start to finish.

The Conversation Doesn’t End There…

We’re not claiming you won’t face any challenges managing your event by following this playbook. But we’re sure these principles will help you create an amazing experience for the attendees, and despite the magnitude of your event, they’d feel engaged rather than overwhelmed.

The conversation between Younas and Katherine goes beyond these 9 action items. You’ll find tons of useful examples, anecdotes, and frameworks to make the process smoother. Katherine’s energy and charisma bring all the motivation you need to ace that upcoming event. Don’t miss the episode.

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