Marketers who put their inbound strategy on the shelf in the past year can now put their Inbound conference mugs and SWAG alongside it.
HubSpot renamed its annual Inbound conference, which takes place in September in Boston, to Unbound. A note on the event’s site explains the company’s thinking:
“This evolution is our response to that reality. INBOUND is becoming UNBOUND because growth no longer fits within a single framework or function. Today, it covers marketing, sales, service, and operations across the full customer journey in an AI-driven environment. UNBOUND reflects that expanded reality and the mindset required to lead through it.”
HubSpot is considered a pioneer of the inbound marketing strategy, which relies on content marketing and search rankings to attract eyeballs, which are then given the opportunity to convert once they reach the site.
But core updates from Google seemed to punish the HubSpot blog in recent years, perhaps because its content strayed from core topics like CRM, sales and marketing, and into broad business topics like interview tips.
The inbound strategy more broadly suffered as search moves from traditional platforms like Google to LLMs like ChatGPT, which generate fewer clicks to websites.
In response, HubSpot in 2025 unveiled its Loop marketing strategy as a replacement to the inbound strategy. The Loop focuses on helping marketers educate consumers in an AI world.
Now, the company’s event rebranding acknowledges that no single framework works for everyone in the modern world of marketing.
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