Customers buy differently than they did ten years ago! This fact presents e-commerce companies with new challenges: How to reach potential customers in the fragmented web? Which marketing strategies are effective to generate new leads? And how do you create positive user experiences to increase sales? In doing so, the ever-faster developments in online marketing demand entrepreneurial flexibility and agility in implementation. Inbound marketing has established itself as a holistic marketing strategy for accompanying potential customers through to a successful purchase. With helpful content and customer-centric marketing and sales tools, the customer is put in the center of attention, ensuring a better user experience and more sales. On May 16 and 17, 2017, as pioneers of inbound marketing in the EMEA region (Europe, Middle East and Africa), representatives of HubSpot partner agencies met to exchange ideas in Dublin. The HubSpot Summit invited the most qualified agencies to share what's new in online marketing and the changing challenges of being an agency. Blackbit was there as a HubSpot Silver Partner to gather new insights into the future of online marketing for the optimal consulting of our customers.