Owned events
A flagship event the company runs itself, used for pipeline, launches, and community.
Counts as evidence: A recurring company-run event described as part of marketing.
Who ran it
Zoom · Sales routed by deal size, land and expand · 2016 to 2020
Owned events SupportingZoomtopia, the annual user conference, was first held in 2017, and Zoom took part in more than 180 marketing and customer events in 2018.
Zoom · Enterprise platform and AI · 2021 to now
Owned events SupportingZoomtopia continues as a hybrid flagship event, and AI Companion 3.0 was announced there in 2025.
HubSpot · Naming inbound, then selling it by phone · 2006 to 2014
Owned events SupportingThe INBOUND conference had over 10,000 registered attendees in 2014, and its cost sat in sales and marketing as brand building.
HubSpot · Beyond search: owned media and answer engines · 2022 to now
Owned events SupportingINBOUND drew over 13,000 registered in-person attendees in 2025, and after fifteen years as the flagship event it became UNBOUND.