How Ai Is Changing A $28.6B Company’s Marketing Strategy (2024)

[Free] Get the curated collection of our favorite AI Prompts ➡️ clickhubspot.com/ams
Steal our research: learn how marketers are using AI to 10x their business 🤖 clickhubspot.com/ais
How do we create the new marketing playbook of the AI era?
Kipp and Kieran dive into the evolving landscape of marketing and how AI is setting the stage for the next big shift. Learn more on how to leverage AI integrations with HubSpot and other tools to stay competitive, understand the balance between new approaches and tried-and-true strategies, and get insights into the experimental yet promising world of AI-enabled one-to-one marketing.
Mentions
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Timestamps
00:00 Revolutionize your marketing in the AI era.
03:10 "Brian Halligan's inbound marketing and innovation cycle"
09:01 AI changing marketing landscape, more competition expected.
12:31 Integrate AI, understand content, marketing channels' winners.
15:54 Key change: focus on creator-led marketing.
18:38 Companies need to use video content produced by peopple now.
20:10 Hire individual creators, let them be creative.
28:36 Marketing strategies are becoming less linear, data-focused.
32:21 Commit 5-7 years to new marketing methods.
34:20 Rapid tech changes challenge branding and marketing.
37:29 Express confidence in our ability to innovate.
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Host Links:
📲Kipp Bodnar, / kippbodnar
📲Kieran Flanagan, / searchbrat
‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.
About the Show
Kipp Bodnar, HubSpot’s CMO and Kieran Flanagan Zapier’s CMO, lead you down the rabbit hole of marketing trends, growth tactics and innovation. On the way you’ll pick up undiscovered strategies to give you that slight edge for success. These are not your typical twitter thread regurgitated marketing tactics that everyone is doing. These are new methods, with unfiltered examination of successful fresh ideas.

[@MATGpod]

⬇ GRAB THIS ⬇ Get Kipp & Kieran's curated collection of their favorite AI Prompts ➡ clickhubspot.com/iai Steal our research: learn how marketers are using AI to 10x their business 🤖 clickhubspot.com/ani

[@marexibinsa2915]

Thank you a lot for this video. This is very interesting and informative. Keep posting like those amazing videos, this is awesome.

[@aiandmarketing]

36:38 I love the debate segment. It really got me thinking it seems that we should build off the current nomenclature and frameworks and wait for the dust to settle the marketing inside our company is still in transition and I don’t see it stopping anytime soon. We’re doing so much experimenting that I don’t see us being able to establish a new framework or terminology at this point I think we still have to wait and see and that might be a few years still.

[@matiasbeeck3648]

Generally agree that we shouldn't label this "new" kind of marketing until we get a better grasp of what will survive and how things will develop. Regardless, I asked 4o to give me some new terms for marketing that "isn't inbound nor outbound"🤷‍♂. Asked it for "serious" options and for some "funny/satirical" options: Favorite serious options: Adaptive Marketing: Emphasizes the ability to quickly respond and adapt to market changes and customer needs using real-time data and feedback. Holistic Marketing: Takes a comprehensive view of the customer experience, integrating all aspects of marketing to create a seamless and consistent journey. Favorite satirical options: Roundabout Marketing: Because who needs a straight path when you can take the scenic route and confuse everyone? Ping-Pong Marketing: Bouncing ideas back and forth until someone finally buys something out of sheer exhaustion.

[@OutTheBot]

Fantastic breakdown of the evolving marketing landscape! Really appreciate how you outlined the 4 key areas marketers need to focus on: 1. AI-enabled inbound - Competing more aggressively for a shrinking slice of traffic 2. Creator-led marketing - Leveraging individual creators/employees on social channels 3. AI-powered 1:1 personalization - Using data + AI for hyper-personalized experiences 4. Balancing direct & indirect attribution - Navigating a world with less linear measurement Love the debate at the end about whether this needs a whole new methodology/term beyond "inbound". Kipp made some great points about the challenges of launching a new framework when things are still evolving so rapidly. As a marketer, this episode gave me a lot to think about in terms of where to focus my efforts and experiments over the next 1-2 years. Keep these insightful discussions coming!

[@dannyquiroz5777]

Gold nugget at 19:15

[@moviepostermagic]

Love the show. Have you got or can you do a PC on AI software that small business's can use to gain insights into their ideal customers? That would be cool.

[@KendallMatthews]

Kieren coming in hot at 7 a.m. on Slack 😂 38:58

[@matiasbeeck3648]

Listened to this episode on Spotify, but had to come to YT to troll after being summoned at 40:20

[@Ryan.G.Spalding]

Y’all are killing it.

[@evergladesrhythm]

Love this one!