Latest
From Inbound to Unbound: Inside the Rebrand of HubSpot’s Flagship Event
After 15 years operating as Inbound, the annual show has been rebranded as Unbound, a shift HubSpot implemented to keep pace with a rapidly changing business landscape, and its own evolution from marketing platform to “agentic customer platform.”
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Partner Studio
Trends Shaping Experiential for Today’s Most Passionate Audiences
Fandom is no longer just a consumer phenomenon; it's a brand strategy. In this panel, we dig into how today's most passionate audiences are reshaping the experiential playbook, and what it takes to show up in a way that builds community, earns media and keeps fans coming back—from Audible's 2,400-person San Diego Comic-Con panel to The North Face's decade-long Global Climbing Day to Pinnacle's work at Fanatics Fest.
Trend of the Week
Experiential Marketing Trend of the Week: Analog Escapism
Adults across the board are battling burnout and digital fatigue. And now they’re powering down. According to a Hasbro study of 10,000 people globally, 80% of Gen Z and millennials report feeling worn out, a trend that is driving demand for analog, hands-on creative outlets that allow adults to slow down and decompress. And brands […]
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Performance
Survey Says: How One Event Turned AI-powered Feedback into Action
What if you could talk about your event experience with an AI agent on your cab ride to the airport? For its 2026 Spring Summit, Builder Innovator pivoted from its traditional survey strategy to using AI-powered surveys and conversational AI agents, powered by Marcus AI. For a hosted-buyer construction event, zeroing in on the right […]
Trade Shows
Beyond Wellness: 5 Ways Trade Shows and Events Show They Care
It wasn’t that long ago when goat yoga on the trade show floor was the g.o.a.t. Seeing your boss doing an upside-down dog at 6 a.m. was somehow a healthy thing to do. And bailing out on dinner because your sensory overload was real and you couldn’t deal with your colleagues anymore was plain rude. […]
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Videos
Watch: Sylvia Lopez-Navarro of Kia America in The Studio at EMS 2026
In this episode, Sylvia Lopez-Navarro of Kia discusses how brands are building real emotional connections with audiences, and what that actually looks like in practice.
Podcasts
Building an Invested Community, with Club Ichi’s Liz Lathan and Nicole Osibodu
Networking can be hard, especially for introverts, so Liz Lathan and Nicole Osibodu co-founded Club Ichi to welcome event professionals from all backgrounds to connect. Their social club and membership community is built around casual, conversation-based gatherings, peer-to-peer exchanges, local meetups and retreats. In this episode, Lathan and Osibodu delve into their friendship origin story […]