[BB_TX]

If you look at the cross sectional diagram of the hub you can see that the grease goes first from the zerk to a small area behind the inner bearing before passing thru that bearing into the hub cavity and eventually out thru the outer bearing. So 30-40 pumps would far exceed that small volume meaning your grease did pass thru the bearing into the hub and not out past the seal. You were probably not far from seeing grease come out the front.
Grease passing thru the small openings in that bearing is why care must be taken to not overpressurize that area and push grease past the seal.