Field-Tested: How Badger Maps Turned INBOUND into a High-Growth Engine

When you know your audience, showing up is only half the strategy. For Badger Maps, a platform built for field sales, INBOUND 2024 was a chance to be seen and a targeted play to engage the right teams, in the right ecosystem, at the right moment.

With clear goals and lessons learned from past events, the team arrived with purpose and walked away with pipeline-shifting results.

THE OPPORTUNITY

For Badger Maps, INBOUND is a strategic opportunity to connect with HubSpot-integrated sales teams in a space that’s often dominated by marketing. As a Certified HubSpot Partner focused on field sales, Badger Maps saw a chance to stand out and engage a high-value audience often underserved at other conferences. At INBOUND 2024 they set out to:

Drive brand awareness within the HubSpot ecosystem
Grow their footprint among field sales and service teams
Meet with HubSpot solutions engineers and system integrators
Stay sharp on evolving marketing and event trends

THE ACTIVATION

Returning for their second year, the team built on their past experience with a sharp, well-orchestrated plan. They reached out in advance to previous booth visitors, invited them to pre-book meetings, and used the attendee list from 2023 to reconnect with warm leads.

At the event, the booth was designed for efficiency and engagement:

QR Codes made it seamless for visitors to book follow-up demos or partnership calls.

A spin-the-wheel game gave attendees a fun reason to stop for branded swag.

Tote bags were a standout, seen across the venue and boosting brand visibility.

And, Badger Maps’ CEO, Steve Benson, flew in to meet with strategic prospects and partners in person, adding a personal touch to high-value conversations. “We were able to do face-to-face demos to highly qualified foot traffic in real-time, and immediately schedule follow up calls with them. We were also able to track people who did not stop by the booth, but who told us they learned about us at Inbound when they reached out to us months later. Inbound was also a great opportunity for our exec’s who joined the event to meet with our existing customers face to face," Benson noted.

The team also leveraged the INBOUND mobile app to initiate chats and extend real-time invitations to the booth. By combining digital tools with physical presence, they ensured no opportunity went untracked.

THE IMPACT

Badger Maps left INBOUND 2024 with serious results:

382 live demos delivered on the show floor
179 post-event calls with teams
18 system integrator demos
373 new newsletter subscribers
Multiple new team pilots and closed deals

Even more impressive: HubSpot became their top-performing CRM source for acquiring new teams, with the company more than doubling their team acquisition rate since the event.

THE VALUE

To the Badger Maps team, INBOUND stands out from other industry events thanks to its mix of content quality, community, and clarity. From a logistics standpoint, the turn-key booth setup and clear planning process made activation painless.

But the real differentiator? The tools. Klik badges made it easy to swap contact info instantly and accurately. The INBOUND app allowed the team to customize lead qualification, score prospects, and centralize performance data for post-event reporting.

Most importantly, INBOUND created space for meaningful connections:

"Because of HubSpot’s culture and the quality of the event, this is not just getting a booth at a CRM conference - becoming a sponsor at INBOUND is a pipeline multiplier, brand amplifier, and sales accelerator.” - Steve Benson, CEO Badger Maps

Badger Maps brought a focused, field-sales-first strategy to the INBOUND 2024 show floor and it paid off. From smarter lead capture to stronger brand visibility, their activation proved that with the right plan and the right audience, real momentum follows.