B2B events often get a bad rap for being boring, board-room style conferences. So what is it that makes for an exceptional B2B event, and how do brands balance the attendee experience while also driving event growth? In this episode, we take you behind the scenes on HubSpot's INBOUND. What began as a 3,000 person event more than 10 years ago has scaled to an event with over 100,000 hybrid attendees in 2023. We're joined by Kat Tooley, HubSpot’s VP of Global Events and Experiential Marketing (previously at VICE Media and Superfly) on the secret behind INBOUND’s success, how to approach your content strategy, the importance of community at events, and the key ingredients you need to plan your next B2B event. Bookmarks: (4:14) INBOUND (6:27) Kat's event career highlights (12:35) Experiential marketing (24:54) Hybrid events (31:40) Key ingredients for a successful event Helpful Resources: INBOUND 2023: Spotlight Recordings Scaling your Virtual and Hybrid Events Strategy The Ultimate Guide to Event Marketing