HubSpot User Day XL | October 2, 2026

RECAP OF THE PREVIOUS EDITION

A day you won't want to miss.

Watch the aftermovie from the previous edition and get a taste of the atmosphere at the Benelux’s premier HubSpot event.

Why You Should Be There.

300+ professionals

Meet like-minded marketing, sales, and service professionals from the Benelux.

Hands-on workshops

No slides—just real demos. Learn practical skills in HubSpot.

Case Studies

Learn from companies that have successfully used HubSpot to drive measurable growth.

One-on-one expert consultations

Book a session with one of our HubSpot-certified specialists.

Inspiring speakers.

Top speakers who challenge you, offer new perspectives, and provide you with practical insights right away.

Kyle Jepson

HubSpot Expert

The one and only Kyle Jepson is coming to HUD XL.

As the former Head of Academy at HubSpot, Kyle has become one of the most recognizable faces in the HubSpot ecosystem worldwide. With his energetic style, sharp insights into CRM and AI, and years of experience on the front lines at HubSpot, he has inspired thousands of marketing, sales, and service professionals worldwide.

At HUD XL, Kyle will share his vision for the future of AI, customer experience, and the evolution of modern CRM strategies. This is a unique opportunity to gain insights from someone who has literally worked at the heart of HubSpot for years.

Maarten Steinbuch

Professor of AI at TU/E

Maarten Steinbuch is one of the Netherlands’ leading technology experts. As a professor at Eindhoven University of Technology and a highly sought-after speaker, he is known for his incisive insights into AI, innovation, robotics, and the future of technology.

With his unique combination of scientific depth and practical applicability, Maarten makes complex developments both understandable and relevant for organizations that want to stay ahead of the curve. During HUD XL, he’ll explore the impact of AI and technological acceleration on businesses, people, and commercial growth.

An inspiring keynote from someone who works every day on the technology of tomorrow.

Pieter Jouke

Comedian

Pieter Jouke wraps up HUD XL with a healthy dose of humor, wit, and relatability.

As a comedian, writer, and columnist , Pieter has been contributing to shows like *Zondag met Lubach* for years . With his sharp observations and dry humor, he knows better than anyone how to cleverly dissect social and technological developments.

After a day filled with AI, innovation, and commercial transformation, Pieter provides an energetic and surprising finale, full of relatable insights, perspective, and humor.

A perfect way to end the day.

In-depth sessions.

Over 50 HubSpot experts will be on hand to walk you through the latest HubSpot updates, AI developments, and real-world applications. This is how you get the most out of HubSpot.

A sneak peek at the sessions:

Next-Level ABM with AI

Marketing

Discover how to use buyer intent data, LinkedIn automation, and the HubSpot prospecting agent to target accounts more effectively and identify sales opportunities faster.

Garbage in, garbage out: Make HubSpot AI-ready

Data Hub

AI is only as smart as the data you feed it. Learn how to use Data Hub and AI-powered data agents to clean, enrich, and ensure the reliability of your CRM data for forecasting, automation, and AI applications.

How Customer Agent Resolves 87.5% of All Tickets

Case Study: Customer Agent

A real-world case study that shows how AI is used within Service Hub to automatically handle customer inquiries, reduce the workload on service teams, and increase customer satisfaction.

IMPRESSION

The atmosphere from last year.

Content, energy, and connections—here's what you can expect on October 2.

Daily Schedule.

8:00 a.m. – 9:00 a.m.

Reception & Registration

Start your day with coffee and meet other HubSpot users at the High Tech Campus.

9:00 a.m. – 9:15 a.m.

Start of the Day

9:15 a.m. – 10:00 a.m.

Opening Keynote: Maarten Steinbuch

The Future of AI, Technology, and Innovation: How is AI changing the way companies operate, make decisions, and grow? Maarten Steinbuch takes you through the technological developments that will shape commercial organizations in the coming years.

10:15 – 11:00

Breakout Session 1 — Choose Your Session

ABM

Next-Level ABM with AI

Discover how to use buyer intent data, LinkedIn automation, and the HubSpot prospecting agent to approach accounts in a more targeted way and identify sales opportunities faster.

AI - 🇬🇧 English

HubSpot Agent Builder in Practice

Everyone’s talking about AI agents, but how do you build one yourself? Adam Lewis shows you how to use HubSpot Agent Builder to develop a first-party AI agent that understands your data, processes, and tone of voice. Includes practical examples, governance, and best practices.

Service Hub

How Customer Agent Resolves 87.5% of All Tickets Using AI

A real-world case study showing how AI is used within Service Hub to automatically handle customer inquiries, reduce the workload on service teams, and increase customer satisfaction.

Data Hub

Garbage in, garbage out. Make HubSpot AI-ready

Clean data is the foundation of effective AI. Kevin and Robin show you how to clean, enrich, and prepare HubSpot data for AI agents.

11:00–11:15

Coffee Break

Networking, demos, and time to discuss the sessions further.

11:15–12:15

Kyle Jepson: What's Next for HubSpot 🇬🇧 English

Former Head of Academy at HubSpot and one of the most recognizable faces in the HubSpot ecosystem. Kyle will walk you through everything currently happening at HubSpot: from the latest AI features and product updates to the trends and developments that will shape the future of marketing, sales, and service. A unique opportunity to get the latest updates straight from the heart of the HubSpot ecosystem.

12:15–1:15 p.m.

Lunch, talks, and yoga

Enjoy a hearty lunch and live demos at various stations. Feel like getting some exercise?
From 12:45–1:15 p.m., there’s an optional yoga session. 🧘

1:15 p.m.–2:00 p.m.

Breakout Session 2—Choose Your Session

Data Hub 🇬🇧 English

Kyle Jepson Breakout Session

To be continued ...

Agentic AI in HubSpot

Everyone’s talking about it, but what exactly is Agentic AI? Hein and Ralf show you how you can use Custom Agents and Agentic workflows to automate processes and create tangible business value in HubSpot today.

How Wortell Became an AI-First Organization

Forget about isolated AI experiments. Discover how Wortell has transformed AI into an organization-wide way of working, and be inspired by an approach that can be applied immediately within your own organization.

Marketing

UNBOUND Recap: What Marketers Can't Afford to Miss

Straight from Boston to Eindhoven. As a HubSpot Insider, Angela stayed on top of all the latest developments during UNBOUND. In this session, she’ll walk marketers through the most important updates on AI, AEO, content, and new HubSpot features. No endless list of updates—just what you, as a marketer, really need to know.

2:00–2:15 p.m.

Coffee Break

A chance to recharge, network, and have space to discuss the sessions further.

2:15–3:00 p.m.

Breakout Session 3—Choose Your Session

RevOps

Claude Code as Your Personal AI Marketing Machine

Flip, Marketing Manager at Neoday, demonstrates how to use Claude Code—an AI marketing engine—to automate hours of work. You’ll see live how Claude and HubSpot work together to help you create faster, work smarter, and take your productivity to a whole new level.

Marketing

Leadinfo: What’s the point of your CRM without sales leads?

Most website visitors remain anonymous and leave before the sales team can take action.

Find out how Twan from Leadinfo turns anonymous B2B traffic into identifiable companies and individuals, and translates buying signals into warm sales conversations with the right person, at the right time, and with the right pitch.

Marketing

AEO: Will It Be the Answer in AI Search?

Discover how to use HubSpot AEO to optimize your content more effectively for Answer Engine Optimization. This will increase the likelihood that your brand will be mentioned, trusted, and chosen on Claude, ChatGPT, and other AI platforms.

Sales & Service 🇬🇧 English

From Salesforce to HubSpot: How FitForMe Restructured Its Sales and Service Operations

FitForMe supports 140,000 customers in Europe and takes you behind the scenes of their transition from Salesforce to HubSpot. They show how their sales and service operations are structured, how Aircall is integrated, and how AI, automation, and a unified customer view make day-to-day work smarter.

3:00–3:30 p.m.

Closing Remarks: Pieter Jouke

Writer for shows such as *Zondag met Lubach*. Pieter wraps up HUD XL with a sharp, humorous take on AI, technology, and the world we’ve ended up in.

3:30–4:30 p.m.

Friday Afternoon Drinks 🥂

High Tech Campus, Eindhoven.

The smartest square kilometer in Europe. An iconic location where innovation and technology converge—the perfect setting for a day filled with HubSpot inspiration.

📍 High Tech Campus 1, 5656 AE Eindhoven
📅 Friday, October 2, 2026
🕐 9:00 AM – 4:30 PM (includes lunch & drinks)

Ready to join us?

Spaces are limited. Register now to ensure you have an inspiring day filled with HubSpot knowledge, networking, and practical takeaways.

Includes lunch and drinks