Case Study: HubSpot achieves community-building and 27,000 leads with Bizzabo's SmartBadge™

How HubSpot used Bizzabo’s Klik Experiential wearable event technology to power INBOUND 2022, build community, and collect audience insights

HubSpot brought its annual INBOUND conference back as a hybrid event in 2022, aiming to rekindle in-person community after two years of virtual gatherings while also measuring and improving attendee engagement and sponsor ROI. The challenge was to create memorable, connection-driven experiences for thousands of attendees and to capture reliable behavioral data across both onsite and virtual channels.

HubSpot integrated Bizzabo’s SmartBadge wearable tech into its event stack to enable tap-to-share networking, LED session cues, and passive analytics like heatmapping and check-ins. The result: 10,000 onsite attendees generated more than 85,000 connections, 27,000 total leads, 35,700 check-ins and 89% participation in contact exchanges; sponsors gained real-time lead data; nightly reports and on-the-ground support smoothed operations; and personalized post-event communications (sent to 11,000+ attendees) drove strong engagement — giving HubSpot actionable insights for future events.

HubSpot​​

Kim Perretta

Senior Digital Production Manager Manager