AGENDA

Join Megan Hughes as she opens GROW, sharing key insights to kick off a day of networking, learning, and inspiration.

Join Yamini Rangan, HubSpot CEO, and Steve Vamos, Former CEO at Xero, Microsoft Australia &Apple Asia Pacific, for this special opening session at GROW ANZ 2026.

Join Kolin Koehl, GM and Senior Director of Product, for this special Spotlight session to hear the latest on HubSpot products and strategy.

Heidi is the fastest-growing company in Blackbird Ventures' portfolio, surpassing even Canva's early growth rate. Today, Heidi’s AI Care Partner supports over 2 million consults each week across 190 countries, and has returned more than 43 million hours to frontline clinicians.

How did a team of doctors, designers, and engineers build one of Australia's most significant AI success stories - and what can others learn from their trajectory?

In this session, you’ll learn how Heidi:

- Tackles the biggest pain points for clinicians - starting by giving clinicians back their time through AI - in its mission to double the world’s healthcare capacity.

- Used product-led growth as a unique go-to-market strategy to first win over clinicians, increasing Heidi’s popularity through word-of-mouth, and then leveraging this trust to break into major public and private health systems

• Is growing at a pace few Australian companies ever have, establishing offices across the world with regional GMs, localised product and engineering teams, and differentiated product marketing

B2B buying behaviour has fundamentally shifted. Today's decision-makers validate vendors inside trusted peer communities long before they engage sales, marketing, or even search. These conversations increasingly shape AI-generated answers, meaning your brand is being evaluated in places you don't own, can't control, and may not even be monitoring.

Join Hayley Saddleton, Senior Lead, Business Marketing at Reddit, for insights on how community-driven discovery is reshaping B2B decisions and what this means for leaders responsible for growth, pipeline quality, and marketing ROI.

In this session you’ll learn:

-Where buyers form opinions before sales enters - and why attribution models miss it

-How peer validation influences complex B2B buying decisions

-How leaders assess community platforms alongside traditional channels and what signals matter

-Why community conversations feed AI discovery and long-term brand defensibility

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 Gabby Weiss, Head of Revenue Marketing, HubSpot, 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

SafetyCulture's GTM challenge is one most scaling businesses will recognise: extraordinary organic demand, a non-traditional buyer base, and a go-to-market model that needed to evolve to match. Their response wasn't to scale headcount proportionally. It was to rethink how their team operates, with AI as the means to solve a business problem, not as an end in itself.

Join SafetyCulture CMO Hamish Grant in conversation with HubSpot's Kat Warboys for a candid look at what it actually takes to move AI from experiment to operating infrastructure, and what comes next.

In this session you'll learn:

-Why the most important decision you make about AI might have nothing to do with AI, and how to know where it will actually create leverage in your go-to-market

-How SafetyCulture's marketing team evaluates what to point AI at, what to leave alone, and how they know if it's working

-Why the fastest-moving teams aren't the ones with the biggest budgets, and what leaders at every level can do to create the conditions for innovation

-Where marketing goes from here: why brand and creativity matter more, not less, and what the shift from managing people to managing impact means for leaders and individual marketers alike

As AI adoption reaches saturation among marketing leadership, competitive differentiation shifts from access to architectural integration.

99% of organisations plan budget increases for 2026 – and so the strategic imperative is no longer adoption but infrastructure: moving from point solutions toward unified systems that create compounding value.

In this keynote, Claire Darley examines the organisational and technical architecture required for sustainable AI advantage. Claire reveals the critical components:

- Encoding brand knowledge and preserving context as work moves between systems;

- Optimising for human-AI collaboration; and

- Designing processes where creative, CRM, and campaign execution stay in flow.

Drawing on real workflow examples and independent ROI research — including 75% campaign cost reduction over three years — you'll leave with a practical playbook to help you get started.

Most businesses are using AI. Very few have connected it to the system that actually knows their customers: their CRM.

In this session, Moby Siddique, CEO of RedPandas Digital, shares the three shifts his team made to move from individual AI heroics to a company-wide AI brain, and how connecting AI to HubSpot changed the game for lead generation and sales.

You'll see real use cases, including an AI agent that turned a 3-year-old webinar registrant into a closed deal, a post-call assistant that replaces 20 minutes of admin with one sentence, and a reporting tool that a non-technical team member built in 2 minutes.

Walk away with free resources mapped to the 4 biggest challenges in AI adoption: compliance templates, a skills audit, a brand voice framework, and a business case prompt you can take to your CFO this week.

AI adoption across Australia is accelerating, yet trust in how it's used lags behind. For leaders in regulated industries, the stakes are even higher: compliance isn't optional, data governance is non-negotiable, and every AI deployment must be explainable.

In this fireside chat, HubSpot Chief Legal Officer Erika Fisher and Matt Pham, Head of Product at Mortgage Choice (REA Group), explore how to close the gap between innovation and confidence. Erika brings a legal, governance and regulatory lens, from Australia's Voluntary AI Safety Standard to evolving Privacy Act reforms. Matt brings the product leader's perspective from inside a highly regulated financial services business, where his team has navigated AI adoption across a national broker network while maintaining rigorous compliance.

In this session you'll learn how to embed legal and security teams as innovation partners rather than permission gates, take a problem-first approach to AI investment, build governance frameworks that enable speed rather than slow it, and why the real challenge isn't technical, it's trust.

The internet that built our marketing playbooks is gone. AI overviews intercept search before buyers reach your website. Organic social reach is unpredictable, while paid media costs continue rising. For marketing leaders, the question isn't "how do we optimise the funnel?" but "what drives growth now?"

Loop Marketing is HubSpot's answer: a continuous cycle where teams express brand perspective, tailor messages to individuals, amplify through diversified channels, and evolve in real time. Rather than fixing a broken funnel, it's a fundamentally different approach to how marketing creates momentum.

In this session, we share the real story behind HubSpot's own marketing transformation and the frameworks marketing leaders can take back to their teams. Whether you're new to HubSpot or looking to pressure-test your current marketing strategy, this session is designed to be your starting point.

In this session you'll hear:

-Why buyers now arrive to you more qualified than ever, and what that means for where and how you invest in awareness

-How to build a brand that AI can amplify, not dilute, and why your authentic point of view is your most defensible marketing asset

-What answer engine optimisation (AEO) is, why it matters now, and the principles behind HubSpot's growth in AI-sourced demand

-How personalisation at scale works in practice, with a real ANZ case study delivering a 9X improvement in engagement

Join Graham Hawkins for a compelling session on how forward-thinking sales organisations are shifting from volume-driven tactics to value-driven relationships that create lasting competitive advantage.

This session addresses the strategic decisions facing sales leadership today:

-Why traditional sales execution is failing – and what the data reveals about modern buyer behaviour

-Auditing your current model – how to assess your team's execution against best-practice frameworks

-Transforming to Digital-First, Data-Led selling – the signals-based approach aligning your GTM around real buyer intent

-Leading the shift – what it takes to rewire mindset, skill-set and tool-set across your sales organisation

AI will soon overtake traditional search. Is your business ready for that shift? In this tactical session, Aja Frost 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

MOBI is an Aussie-founded restaurant technology company competing against players with ten times the resources - and winning. Their edge: AI embedded across every function, transforming a lean team into a scalable operation serving 4,000+ businesses across 15 countries. 

Join MOBI's Chief AI Officer, Scott Fox, and Head of Marketing, Liz Cherry, for a candid look at the leadership decisions behind their AI strategy. 

In this session you'll hear how they:

-Prioritised AI investments for immediate ROI

-Built organisational buy-in without disrupting operations

-Deployed hybrid teams delivering 5x campaign velocity, 50% faster onboarding, and AI support resolving half of enquiries

-Navigated where to start, team structures, and realistic outcomes for resource-constrained organisations

The next era of customer engagement is conversational. With over a billion RCS users globally and growing adoption, conversational messaging is rapidly becoming one of the most powerful ways for brands to connect with customers.

Customers now expect instant answers, personalised experiences, and trusted communication across the channels they already use. Messaging channels like SMS, WhatsApp and RCS are evolving from notifications into rich, interactive and AI powered customer experiences.

In this session, learn how businesses are using conversational messaging within HubSpot to create smarter customer journeys across marketing, sales and support. Learn how leading brands are turning everyday messages into engaging conversations that build trust, increase engagement, and drive measurable growth.

AI agents are no longer a future consideration, they're a present-day competitive differentiator. But for most leadership teams, critical questions remain unanswered: How do you assess the risk of putting AI in front of your customers? What does genuine ROI look like beyond efficiency metrics? And how do you build organisational confidence in a technology that's evolving faster than your governance frameworks?

Join Marcel Peifer, Head of Digital at Wilderness, and Lindsay Melville, Head of Commercial at Sonder, as they share how they evaluated, implemented, and scaled AI agents across their customer experience operations.

You'll hear how these organisations:

-Built the business case for AI agents and secured executive alignment

-Balanced risk appetite with speed to market, and the decision criteria they used to determine readiness

-Connected agent performance to revenue and retention outcomes

-Navigated organisational change as AI reshaped team structures, workflows and customer expectations

Most AI sessions talk about what’s possible. This one shows what’s working.

Customer journeys have fundamentally changed — AI is replacing search, attention is fragmented, and buyers arrive ready to act. The old funnel is broken.

In this session, you’ll see how we designed a fully connected customer experience model — The Infinity Track — that helps you align content, technology and AI across the entire journey.

We’ll walk through a real-world implementation where cleaner HubSpot data, reporting visibility, and AI-powered Customer and Data Agents helped reduce lead response time from 3 days to minutes, handled hundreds of conversations with a 95% resolution rate, and improved lead qualification with minimal human handoff.

You’ll leave with a clear, practical blueprint to deploy AI agents in your own business — from strategy and data foundations to deployment, testing, and optimisation

When the world around you is constantly reshaping, leadership isn't about having all the answers - it's about having the courage to be human.

Drawing from his journey as a world-class athlete, Dylan Alcott shares how embracing vulnerability, rewriting outdated rules, and leading with purpose helped him perform at the highest level. A powerful reflection on resilience, trust, and what it takes to lead when the path forward is unclear or uncharted.