Russell Dalgleish of Scottish Business Network sat down in Boston at HubSpot's annual conference, Unbound with me to talk about my takeaways, but the main point was simple: in a world full of AI and new tools, context, relationships and consistency are what really move a business forward.
You can listen to the full episode below, or read on for the highlights:
My biggest takeaway was how fast things are changing, and how leaders are responding. UNBOUND brings together marketing and sales leaders, and the conversations kept coming back to what's important: relationships and the context within a business.
I also heard a lot of people say they're tired of introducing yet another tool. Simplifying is the next step for businesses that want to grow fast. One speaker even suggested sending fewer emails, sharing a stat of around 30% better open rates as a result.
"Step back, see what's working and what's not working, and then do it better with AI."
Russell asked about the people side of things, especially after a few delegates had come up to me saying they follow me on LinkedIn.
For me, it all comes back to context. AI without context doesn't make sense, and neither does a business. For founders, that means being available and being authentic. Plenty of people have moved to AI-generated videos, but that's not what audiences want. Another speaker shared that adding genuine behind-the-scenes human content to their email marketing lifted clicks by around 50%. People like to see what's really going on.
That same thinking applies to bigger businesses. Who are we? How do our employees and clients see us? Who are we not? Answering those questions takes real reflection on the basics: our values, our proposition and why clients choose us.
A conference this size means back-to-back conversations for days. Russell's generation scribbled notes on the back of business cards, so he asked how I keep track today.
My first answer is consistency. This was our fourth time at the conference, alongside many other HubSpot events. When people keep seeing you, they become curious about how your business and team are doing, and relationships build naturally.
My second tip is to watch body language. Some people don't want to talk, but you'll naturally attract those who do. Then keep the conversation personal rather than just "what do you do?" When I tell people I have a Polish accent and I've come from Scotland, it sparks curiosity, and suddenly we're talking about things close to our hearts.
To avoid forgetting anything, I record quick voice notes after conversations, then use AI to create a weekly summary of who I spoke to and what I need to follow up on. Russell does something very similar.
"As soon as I've ended the conversation and moved on, I make a very quick voice note."
It's a bit like a coach reviewing match footage. The game moves too fast to remember every moment, but the recording means nothing important gets lost.
That evening, Scottish Business Network and PBLINK held a joint event, sponsored by AutomateNow and hosted at the offices of Bullhorn, bringing the Polish and Scottish communities together in a friendly setting.
My aim for the night was simply to help. Helping others, done right, brings opportunities back to you over time. I also wanted to get a feel for what US businesses are struggling with. We're in an AI era, costs are going up, and the market is global and connected. Understanding what's happening helps us adjust our strategy, from how we talk to prospects to how we close deals.
Russell asked whether anything had changed my view. Two things stood out.
First, it's so easy to start business conversations in the US and quickly qualify or disqualify an opportunity. People are direct, and that's refreshing. Second, relationships form remarkably fast. People are curious about you and what you do. I made over 100 connections, and they follow up quickly.
That's a lesson for us back in Europe: make quicker decisions and don't be afraid.
Russell added a point I really agree with. Meeting someone in a new market creates a shared experience that sticks.
"When you come to a new market, you get that unique experience, and we tend not to forget that initial moment when we came together."
Russell also spoke about why it's worth investing in events like this, even without a clear ROI.
For me, it's always long-term thinking. You can't put an ROI on relationships because they take time, and you never know where the return will come from. It could be an acquisition, a new hire in another country, or simply the time it takes to get there. Today, around 20% of our revenue comes from the US, and we want more. That comes from consistency.
Russell shared how taking action has worked for Scottish Business Network too. What began as the two of us deciding to put on an event in Boston grew to around 60 people attending that evening. Along the way, they met people from Rhode Island who are now coming to Edinburgh for a FinTech event in early October.
"By taking action, things happen. Sometimes we're not quite clear on the cause and effect, but by being open to opportunity, things happen."
And as I said on the podcast, it's only around a seven-hour flight. Maybe the limitations are all in our minds.
My summary is simple. If you work in marketing or sales, come to UNBOUND (formerly INBOUND), and look at your own industry events in the US too. Be curious. It's had a massive effect on my business.
This year, I brought two team members with me, Anna Drogon and Steven Marshall. They've loved the experience and will bring ideas back to the business that will help us grow.
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