HubSpot Case Study

Objective

HubSpot's annual marketing conference, INBOUND, gathers over 11,000 business leaders and industry influencers worldwide for collaborative learning and networking. ICS was dedicated to delivering a seamless and inclusive experience for all attendees at this convention, ensuring accessibility on all stages, ad-hoc sessions, and at the registration desk.

• Accessible Conference Experience: General access was provided so Deaf and hard-of-hearing attendees could participate in every session, including scheduled main stage sessions and ad-hoc events.
• Strengthened Inclusive Brand: By integrating accessibility into the event from the start, HubSpot reinforced its reputation as an inclusive, attendee-centered brand.
• High-Quality Virtual Experience: All requested sessions, onsite and online, were interpreted. The livestream featured clear interpreter visuals, and ongoing AV collaboration ensured a seamless, accessible digital experience.
• Responsive Onsite Support: The onsite accessibility coordinator adapted in real time to attendee needs, schedule changes, and technical issues, providing immediate support for everyone from interpreters to stage managers.
• Clear Communication of Services: From registration to seating and onsite navigation, accessibility services were clearly communicated, creating a smooth, inclusive experience for all attendees.

Across three years of collaboration with INBOUND, inclusive access has continued to grow and evolve. Here are some of the challenges we encountered, the adjustments we made in real time, and the recommendations we incorporated for future years.

• Lighting: Adjustment: The onsite coordinator quickly modified the lighting to ensure optimal visibility and quality for virtual viewers. Win: In future years the quality of the livestream only continued to improve.
• Scheduling: Adjustment: Strong coordination with stage managers allowed interpreters to set up and adapt quickly. Recommendation: Allocate 30–60 minutes for bulk arrivals to allow entry and space familiarization.
• Seating: Adjustment: Collaborated with stage managers to block off areas with tape last minute. Recommendation: Designate reserved accessibility seating areas.
• Livestream: Adjustment: Only one session from this stage was livestreamed. The presentation remained high-quality. Recommendation: Use a solid background whenever possible to minimize distractions on livestreams.
• CART: Adjustment: The onsite coordinator's commitment to access led them to collaborate with the stage managers and AV team to ensure the smooth delivery of CART services. Solution: Integrate ASL and CART under a single vendor. A single onsite coordinator can manage both services, optimize setup, and troubleshoot issues.

A special thanks to the stage managers supporting HubSpot, they have been instrumental in building a strong partnership. We deeply value our partnership and commend HubSpot for leading the way in creating accessible spaces for all marketing professionals. Here's to continued growth in 2026 and inspiring other conferences to follow your example.