Jayde I. Powell partnered with HubSpot to promote INBOUND through a LinkedIn-first creator campaign designed to drive awareness and participation. The idea behind the work was simple. Most conferences are marketed like product announcements. This partnership marketed the experience instead. HubSpot wanted to show up on LinkedIn in a way that felt native to how people learn, share, and make decisions on the platform.
Jayde’s role was to translate the INBOUND story through a creator-and-strategist lens. She didn’t just announce the event. She walked her audience into it. The goals were to drive awareness for HubSpot’s INBOUND presence and programming with content aligned to Jayde’s voice and community, build a multi-touchpoint campaign that carried the story before, during, and after the conference rather than as a one-off post, generate meaningful engagement from marketers, creators, and founders through content built for conversation, saves, and shares, and reinforce HubSpot’s creator partnership narrative through event storytelling, behind-the-scenes access, and key activations.
Jayde I. Powell brought this partnership to life as a LinkedIn-first campaign with a clear story arc: lead-up, on-the-ground coverage, and post-event reflection. The creative wasn’t built to look like an ad. It was built to feel like a natural extension of Jayde’s existing content style and how her audience already engages on LinkedIn. She established the narrative early using a personal travel-to-INBOUND angle to bring the audience into the journey while positioning HubSpot and INBOUND as the reason for the trip. The partnership was designed as a multi-touchpoint campaign with multiple deliverables across key moments, including travel-day content, pre-event momentum, and planned coverage during the conference. During the event, Jayde and a production team captured behind-the-scenes content to show what the conference experience actually looks like in a way that felt accessible and real, including what a “day at INBOUND” looks like from a creator’s perspective. After the conference, she continued the story through creator experience moments and community touchpoints to reinforce that this was a full campaign, not a single post.
The execution leaned into strong LinkedIn creative fundamentals, including high-performing static posts with clear hooks, tight structure, and direct calls to participate in the conversation. Posts were built to invite real comments and saves instead of generic engagement bait, while still meeting brand requirements and disclosure standards. Brand Curators supported the work with documentation and reporting, including a press and content audit, to keep assets organized and make performance easy to validate. A multi-touchpoint partnership comes with moving parts such as travel, production, posting windows, approvals, and real-time coverage, so we built a clear content runway in advance while leaving room for timely moments that made the coverage feel human.
This partnership was built to support HubSpot’s LinkedIn goals through sustained awareness, active engagement, and creator-led storytelling that felt native to the platform. Across 4 Jayde LinkedIn posts, the campaign drove 43,900 impressions and 1,973 engagements, with additional impact reflected in comment activity, shares, and audience responses throughout the campaign flight. We consider the work a success because it didn’t treat INBOUND like a single promotional moment. It built familiarity before the conference, captured the reality of the experience during it, and extended the conversation after. The partnership showed that creator-led B2B content can keep its voice while still producing measurable outcomes.
