Hubspot Case Study
HubSpot’s annual marketing conference, INBOUND, gathers over 11,000 business leaders and industry influencers worldwide for collaborative learning and networking. ICS was dedicated to delivering a seamless and inclusive experience for all attendees at this convention, ensuring accessibility on all stages, ad-hoc sessions, and at the registration desk.
- September 5 – September 8, 2023 | Boston Convention and Exhibition Center | Boston, MA
- September 17 – September 20, 2024 | Boston Convention and Exhibition Center | Boston, MA
- September 3 – September 5, 2025 | Moscone Center | San Francisco, California
American Sign Language (ASL) interpreting and onsite coordination services were provided for live and virtual audiences across four stages.
2023
- 10 ASL Interpreters
- 69 sessions were interpreted
2024
- 11 ASL Interpreters
- 66 sessions PLUS 7 ad hoc services were interpreted
2025
- 11 ASL Interpreters
- 44 sessions were interpreted
Accessible Conference Experience:
- General access was provided so Deaf and hard-of-hearing attendees could participate in every session, including scheduled main stage sessions and ad-hoc events.
Strengthened Inclusive Brand:
- By integrating accessibility into the event’s from the start, HubSpot reinforced its reputation as an inclusive, attendee-centered brand.
High-Quality Virtual Experience:
- All requested sessions, onsite and online, were interpreted. The livestream featured clear interpreter visuals, and ongoing AV collaboration ensured a seamless, accessible digital experience
Responsive Onsite Support:
- The onsite accessibility coordinator adapted in real time to attendee needs, schedule changes, and technical issues providing immediate support for everyone from interpreters to stage managers.
Clear Communication of Services:
- From registration to seating and onsite navigation, accessibility services were clearly communicated, creating a smooth, inclusive experience for all attendees.
2023
- Service: In addition to providing onsite ASL interpretation for in-person attendees, virtual attendees watched an accessible live stream.
- Win: Over 5,000 remote attendees had access to a fully interpreted and captioned conference.
2024
- Service: Additional ad-hoc and networking ASL interpreting services were requested onsite by a Deaf attendee.
- Win: Accessibility services were actively used, and all services were ready to support the attendee’s requested schedule and preferences.
2025
- Service: Continued providing ASL interpreting and onsite coordination support, this time on the West Coast.
- Win: Accessibility details excelled, from clear information during registration to a high-quality virtual livestream and well-marked reserved seating for attendees.
“Shelby and the Inclusive Team were fantastic partners on a recent event we produced in Boston. Professional, responsive, and competitively priced. We received great feedback from our clients and guests on the experience working with the interpreters. Thank you!” – Bradley G
Across three years of collaboration with INBOUND, inclusive access has continued to grow and evolve. Here are some of the challenges we encountered, the adjustments we made in real time, and the recommendations we incorporated for future years.
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Lighting (2023):
The onsite lighting was ideal, but the live stream appeared slightly darker.
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Scheduling (2024):
Interpreter arrival times didn’t allow enough preparation before sessions.
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Reserved seating (2024):
On smaller stages with limited seating, optimal spots with clear sightlines to interpreters were sometimes occupied by attendees not requiring accessibility services.
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Livestream Background (2024):
One of the smaller stages featured a creative set that did not include a solid background. Movement in the background was distracting for Deaf virtual attendees.
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CART Quality Assurance (2025):
Monitoring CART (live captioning) delivery was outside vendor responsibility. The screen placement and technical issues impacted visibility.
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Each year, we provide our clients with an accessibility report that includes recommendations to help build more inclusive spaces. The recommendations below were identified in the previous conference year and implemented in the year listed. The 2026 year reflects the improvements we’ve suggested and look forward to implementing next.
- First year of services
- Advance prep: Materials and schedules were provided in advance
- Team coverage: Added a floater interpreter to support breaks and teaming
- Stage coordination: Interpreter placement optimized & stage managers were well briefed
- Visibility of services: Clear signage indicated ASL availability at the Main Stage
- Reserved seating: Deaf/Hard-of-Hearing seating clearly marked at smaller stages
- Website registration: Accessibility services were listed with contact info during registration process
- Centralized coordination: Consider a single onsite accessibility coordinator to manage all multilingual services and streamline communication across teams
A special thanks to the stage managers supporting HubSpot, they have been instrumental in building a strong partnership. We deeply value our partnership and commend HubSpot for leading the way in creating accessible spaces for all marketing professionals. Here’s to continued growth in 2026 and inspiring other conferences to follow your example.
Email ICS at info@inclusiveasl.com and let’s get started making your next conference or event more accessible.
“I cannot speak highly enough about Inclusive Communication Services and their exceptional work! I had the pleasure of seeing the ICS American Sign Language interpreting team at a conference in San Francisco. Their professionalism and expertise puts them in a league of their own. If you’re planning conferences or in need of a professional sign language accessibility partner, ICS is the answer. A true joy to partner with them. Shelby and her team set the standard for professionalism, coordination, and accessibility.” – Christina Dixon