UNBOUND 2026 is almost here, and there is going to be a lot to take in.
Unlimited Tech Solutions is focused on making HubSpot a system that supports every part of a business, not just sales or marketing.
Because we are so deeply ingrained in the HubSpot ecosystem, UNBOUND is one of the events we look forward to every year.
We want to hear about the new HubSpot features, AI announcements, product demos, new ways to automate and new ways to use data.
But more than anything, we want to understand what all of it actually means for the companies using HubSpot every day.
- What is genuinely useful right now?
- What could save teams time?
- What changes the way companies should be thinking about their HubSpot setup?
- What should customers start preparing for now?
- And what looks exciting in a demo but may not be ready for a real-world process yet?
That is what we are going to UNBOUND 2026 to hear more about.
One conversation that comes up almost every week in our calls with customers and prospects is how to actually use AI inside HubSpot.
HubSpot's 2026 State of Sales research found that 94% of sales leaders say their teams are already using AI.
So for us, we want to know how companies are using it, where it is actually creating value, and what HubSpot is doing to make those use cases more practical.
We want to understand more about where HubSpot AI is headed, especially inside real sales, marketing, service, and revenue processes.
At the same time, the way buyers are finding companies is changing too. HubSpot found that 42% of CRM buyers used AI search while evaluating vendors, and those buyers were 36% more likely to purchase.
So we're going into UNBOUND with a different set of questions:
- What can AI agents realistically take off someone's plate today?
- Is the data inside our CRM actually ready for AI?
- How do companies get found when buyers start in ChatGPT instead of Google?
- How far is HubSpot going to take CPQ and quote-to-cash?
- What should companies be doing now to prepare for where HubSpot is headed?
Those are the things we're watching most closely.
1. HubSpot AI Agents: We Want to See What Happens After the Demo
We expect AI agents to be everywhere at UNBOUND this year.
What we want to see is what happens when an agent is dropped into a real business process with real data, real handoffs, and real consequences.
We are most excited about use cases that actually save someone time, like:
- Preparing reps before calls
- Summarizing deals before handoff
- Flagging stalled deals
- Finding missing CRM data
- Pulling together renewal context
- Surfacing the right information faster
We recently shared 7 HubSpot Agent Builder use cases worth automating, and the question behind all of them is the same:
- What can AI take off someone's plate today?
- We also want to hear more about the harder part.
- What data should an agent be trusted with?
- When should a person step in?
- And what happens when the information it needs lives outside HubSpot?
That is the conversation we want to hear more about at UNBOUND.
2. HubSpot AEO: What Happens When Your Buyer Starts With ChatGPT?
HubSpot found that 42% of CRM buyers used AI search while evaluating vendors, and those buyers were 36% more likely to purchase.
Think about what that means for how someone finds your company.
Instead of Googling "HubSpot implementation partner," a buyer can ask ChatGPT:
- Who are the best HubSpot partners for manufacturing?
- Who can handle a complex Salesforce to HubSpot migration?
- What's the best CPQ for HubSpot?
- Which HubSpot partners specialize in integrations?
They could have a shortlist before ever visiting your website.
That is why AEO is so interesting to us. SEO still matters, but now companies also have to think about the signals AI uses to decide who gets recommended, including websites, reviews, third-party mentions, social content and community conversations.
HubSpot reports that customers actively optimizing for AI search generated:
- 20% more traffic from AI visits
- 170% more MQLs
- 82% more deals
HubSpot's State of AEO research also found that 58% of marketers are already optimizing for answer engines, and 44% have made a business purchase based on a brand they discovered through one.
So one of the biggest things we want to learn at UNBOUND is: When someone asks AI who they should work with, what actually determines which companies make the answer?
3. AI Is Only as Good as the Data Behind It
This may be the less exciting part of the AI conversation, but it could be the most important.
Most companies don't have all of their data sitting neatly inside HubSpot.
They have HubSpot plus an ERP, accounting software, quoting tools, spreadsheets, proprietary systems, and sometimes an old CRM hanging around too.
So what happens when those systems don't agree?
If HubSpot says one thing and the ERP says another, what does your AI agent trust?
You can add AI to a messy tech stack. It doesn't make the mess disappear.
That is why we want to hear more about how HubSpot is approaching connected data, Smart CRM, integrations, and AI together.
The questions we care about are pretty practical:
- What data does AI really need?
- Where should that data live?
- How should it move between systems?
- How clean does your CRM need to be before you start adding agents?
Because before AI can make work easier, it has to be working with information you can trust.
4. HubSpot CPQ: How Far Is Quote-to-Cash Going to Go?
This is something we have been really passionate about, we love creating connected systems.
Quoting is another area we're watching closely.
It sounds simple until your company has:
- Different pricing rules
- Product configurations
- Customer-specific pricing
- Discount approvals
- Recurring and one-time charges
- ERP pricing
- Taxes and fees
- Products that depend on other products
Then "create a quote" becomes an entire process.
HubSpot is putting more focus on CPQ and Revenue Hub, and there is even an UNBOUND session focused on going from quote chaos to closed-won with HubSpot CPQ.
We want to see how far HubSpot plans to take it.
The question for us isn't:
Can HubSpot do CPQ?
It's:
How much of a complex quote-to-cash process should actually live inside HubSpot?
For some companies, native HubSpot may be enough.
Others are always going to need more complex pricing logic or information that lives in an ERP.
We want to see where HubSpot draws that line next.
We're Also Really Looking Forward to Seeing Everyone
Not everything we're excited about involves a new HubSpot feature. We are excited to talk to people away from the computer.
We talk with HubSpot reps every day and we talk with our customers every week. UNBOUND gives us the chance to actually get everyone in the same room.
We're looking forward to seeing the HubSpot reps we work with throughout the year, spending time with current Unlimited customers, and connecting with our partners in person.
We love the hallway or party conversations with a customer about a problem they're trying to solve or hearing directly from HubSpot about where something is headed.
We'll be sharing what we learn throughout UNBOUND and what we think is actually worth paying attention to.
After UNBOUND, we'll share what we learned and, more importantly, some of the answers to the questions we're asking now.
