In-Person Event
Join us as Sydney's CONNECT with HubSpot returns for a jam-packed day of inspiring thought leadership and actionable breakout content focused on the HubSpot product.
You’ll meet with HubSpot experts and fellow customers, and learn how to get the most out of your HubSpot portal in 2026 and beyond.
Scroll for more
Scroll for more
Scroll for more
Scroll for more
CONNECT Sydney brings together HubSpot’s customer community of over 250 marketing, sales, and CX professionals for a full day built around the questions your team is actually trying to answer. You’ll hear from HubSpot experts on the latest strategies, with a spotlight on the future of marketing in 2027, the role of AI in driving smarter customer experiences, and how HubSpot’s newest innovations can power your growth.
CONNECT is a forum for ideas - where shared experiences spark innovation and fresh perspectives. AI has changed how buyers find you, how content gets made, and how customers expect to be served. The playbook is being rewritten in real time - come along to hear from customers on how they’re adapting, experimenting and thriving in this fast-changing landscape.
CONNECT is a hub for solutions. Through customer panels, hands-on workshops, and tactical sessions, you’ll explore how leading brands use HubSpot to align teams, drive pipeline, and stay ahead. Whether you're setting the direction or executing it, this is your opportunity to build your 2027 roadmap with input from those doing it best.
It’s time to CONNECT.
Managing Director & Vice President of Sales, Asia Pacific & Japan
Director of Corporate Sales, ANZ
Sales Director, Australia & New Zealand
Director of Pre-Sales, JAPAC
Senior Director of Marketing, APAC
Head of Revenue Marketing, APAC
Head of Revenue Operations
Senior Customer Success Manager
Principal Solutions Engineer
Lead Solutions Engineer
Solutions Engineer
Strategic Partner Manager
-1.png?width=200&height=60&name=dark-logo-email%20(1)-1.png){kind=logo}
Chief Marketing Officer
Chief Operating Officer
8:30am
Check-in will open at 8:30am.
Check in and then join us for a light breakfast and fresh barista coffee while getting to know your fellow CONNECT attendees.
9am
Join Megan Hughes as she opens CONNECT, sharing the latest trends in AI and GTM teams.
Megan Hughes, Managing Director & Vice President of Sales, Asia Pacific & Japan
Join us as we explore the exciting product updates, newly released from UNBOUND 2026.
Sam Kirshen, Director of Pre-Sales, JAPAC, HubSpot
AI has transformed both how buyers research solutions and how sales teams engage them. Revenue leaders now face dual trust challenges: externally, when to deploy AI automation vs human engagement with increasingly AI-savvy buyers; internally, how to align sales and marketing around shared frameworks when traditional handoffs are breaking down.
Join Jason King, Corporate Sales Director at HubSpot and Matt Koenen, Head of Revenue Operations at Smartly, for a strategic conversation on the frameworks and leadership decisions required to navigate this new reality.
In this session you'll learn:
How to build buyer trust in an AI-mediated world - balancing automation with human engagement
Frameworks for aligning sales and marketing teams, and the organisational shifts required to make them work
Decision-making approaches for human versus AI engagement at different stages of the buyer journey
Practical strategies for sales-marketing alignment that work within your existing org structure
Matt Koenen, Head of Revenue Operations, Smartly
Jason King, Director of Corporate Sales, ANZ, HubSpot
Moderated by Gabrielle Weiss, Head of Revenue Marketing, APAC, HubSpot
10:30am
11am
Breakout Room 1:
AI will soon overtake traditional search. Is your business ready for that shift? In this tactical session, Kat Warboys will reveal seven critical strategies for increasing your visibility in ChatGPT, Perplexity, Gemini, and more: strategies we've developed from testing them ourselves at HubSpot and analysing hundreds of millions of answer engine responses.
You'll walk away with a clear understanding of how AI surfaces, cites, and summarises content, and a 30-day checklist for action. This session goes deeper than prior AEO talks, with fresh findings and a more advanced lens, while remaining practical and actionable.
In this session, you will learn:
Why blogs still matter in an AI-first world
The role content format and structure play in getting content cited
Why making content as specific and clear as possible is key
The surprising SEO factor that doesn't matter in AEO
Clear, immediate actions you can take to improve your brand’s AI visibility
Kat Warboys, Senior Director of Marketing JAPAC, HubSpot
Breakout Room 2:
AI agents promise to automate work - but without deep, unified context, they’re still just filing cabinets, only working faster than we can. In this session, we’ll explore why most teams are stuck paying a “productivity tax,” spending more time maintaining systems than actually driving growth.
You’ll unpack the architectural shift from legacy systems of record to context-rich systems of intelligence, and why unified, self-updating data is essential for truly agentic teams. Learn how to close the “context gap,” eliminate fragmented tech stacks, and build AI agents that don’t just respond — but proactively drive real impact.
Raymond Lin, Principal Solutions Engineer, HubSpot
11:45am
Breakout Room 1:
Al-powered search is rapidly changing how buyers discover brands, products and expertise. Increasingly, prospects are turning to tools like ChatGPT, Gemini and other Al assistants to research solutions, compare vendors and find answers to their questions. As a result, businesses need to think beyond traditional SEO and start optimising their content for answer engines.
In this hands-on workshop, you'll learn the fundamentals of Answer Engine Optimisation (AEO) and, more importantly, put those principles into practice using Hubspot's AEO tool.
No matter where you are in your AEO journey, you'll walk away knowing:
This is a hands-on workshop, not a webinar. Come ready to log into your HubSpot portal and leave with your AEO tool configured, your baseline Al visibility established, and a practical action plan for improving how Al assistants discover and recommend your content.
Alessandra Mattos, Solutions Engineer, HubSpot
Breakout Room 2:
AI isn't just a future bet - it's already changing how high-performing teams find, qualify, and convert customers. The challenge isn't awareness anymore; it's execution.
In this hands-on session, you'll go beyond the basics to build, optimise, and scale a Prospecting Agent in HubSpot that generates pipeline without burning out your team. We'll show you how to move from simple automation to intelligent, context-aware outreach that identifies the right prospects, at the right moment, with the right message.
You'll work directly in your HubSpot portal to set up key components of your agent - from defining target criteria and data inputs to refining responses and connecting your agent to real buying signals.
This session is designed to be practical and outcome-focused, so you leave with something live, plus a clear path to scale its impact across your pipeline.
Blake Riddington, Senior Customer Success Manager, HubSpot
12:30pm
1:30pm
Breakout Room 1:
Join us for a hands-on walkthrough of the most impactful new features from the recent HubSpot Product Spotlight, where we’ll unpack the latest HubSpot innovations transforming how teams attract, engage, and delight customers. See how tools like AEO and prospecting agent are helping teams work smarter, move faster, and create more meaningful customer connections.
Walk away with real examples, expert tips, and product updates you can put into action tomorrow.
You can expect:
Adam Smith, Lead Solutions Engineer, HubSpot
Breakout Room 2:
Everyone's an AI company this year. This session shows what actually holds up. It opens with a few minutes of Aircall's AI Voice Agents working live inside HubSpot, taking a real call and finishing the work while the caller is still on the line: booking the next meeting, updating the record, and writing the summary, sentiment and full transcript straight back into HubSpot.
From there, Aircall's Lilli Watkins, Strategic Partner Manager sits down with two business leaders who run on conversation - Nic Fry, CMO of Plungie, and Kristy Lake, COO of Novated Lease Australia - for a candid fireside on what changes when human and AI enabled-customer communications live in one place: where AI earns its keep, where people still matter most, and how to make every conversation count.
Lilli Watkins, Strategic Partner Manager, Aircall
Nic Fry, Chief Marketing Officer, Plungie
Kristy Lake, Chief Operating Officer, Novated Lease Australia
2:25pm
Join us for an interactive roundtable to close out the day - bringing together the biggest themes from CONNECT and turning them into practical takeaways.
In this facilitated discussion, you’ll reflect on what’s no longer serving your team, and where to focus next across AI, content, and changing buyer behaviour.
This session is designed to move beyond ideas into action. You’ll hear how others are adapting, uncover gaps in your own approach, and leave with a clearer sense of what to prioritise in the months ahead.
And just as importantly, you’ll make connections with peers facing the same challenges, so the conversation doesn’t stop here.
Let’s end the day by getting inspired - and getting connected.
Hosted by Pavel Kamychnikov, Sales Director, ANZ, HubSpot
3:15pm - 5pm
-1.png?width=347&height=78&name=dark-logo-email%20(1)-1.png){kind=logo}
Sofitel Sydney Wentworth
61-101 Philip St, Sydney
61-101 Philip St, Sydney, NSW, 2000
We have exhausted our ticket allocation for CONNECT Sydney 2026. Feel free to join the waitlist and if space becomes available we will let you know.
There is a maximum of two tickets per customer available. Each ticket must be registered for individually. If registering on behalf of a colleague, please use an incognito browser.
Not a worry at all!
Share your dietary requirements on the form above when you apply for your ticket, or if you've already applied and missed the field, drop an email to jgarcia@hubspot.com.