How to Create In-Person Events That Really Connect and Inspire Action

About the Episode

Ever wondered how to run a massive event like HubSpot’s Inbound without it feeling overwhelming? 

Kat Tooley, VP of Global Events and Experiential Marketing at HubSpot, joins Muhammad Younas on this episode to share the behind-the-scenes magic of pulling off one of the most anticipated conferences in the business world. Kat breaks down everything from selecting the perfect location to curating content that engages attendees from start to finish.

You’ll learn how they keep things smooth and fun, even for 13,000 attendees. With insights into balancing content, networking, and experiential moments, Kat discusses what it takes to deliver both impactful learning and unforgettable experiences.

Key Takeaways: 

• Plan events at least 18 months ahead to ensure smooth execution, especially for large conferences like Inbound.
  
• Curate content with diversity in mind, offering sessions that cater to a range of interests and expertise.
  
• Simplify event navigation with clear agendas and topic tags to help attendees find the right sessions.
  
• Choose cities and venues that have strong business ties, accessible airports, and ample hotel options.
• Aim for September or October to host events for optimal timing, avoiding quarter-end and aligning with industry priorities.
  
• Blend valuable content with networking opportunities, balancing learning with the chance to connect with peers.
  
• Leverage celebrity speakers to boost initial ticket sales, but focus on content relevance for long-term attendee engagement.
  
• Be strategic about speaker selection. You want a mix of industry leaders and content that adds value for attendees.
  
• Use AI for event personalization, from pre-filling registration forms to tailoring session recommendations.
  
• Invest in surprise and delight moments that create memorable experiences for attendees, enhancing engagement and loyalty.