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Ep. 362
Did you know that 58.5% of Google searches now end without a click?
Kipp and Aja Frost, Sr. Director of Global Growth at HubSpot, dive into how AI has fundamentally changed the marketing landscape—and what you can do about it. Learn more on why old-school tactics like linear funnels and basic personalization are outdated, how “loop marketing” can future-proof your strategy, and which AI-powered tactics drive explosive growth when traffic and attention are harder than ever to capture. This episode was recorded at HubSpot’s Inbound 2025.
Mentions
HubSpot Inbound https://www.inbound.com
Aja Frost https://www.linkedin.com/in/ajafrost
Claude https://claude.ai
Perplexity https://www.perplexity.ai
Breeze Assistant https://knowledge.hubspot.com/ai/use-breeze-assistant
Gemini https://gemini.google.com
Timestamps
00:00 Loop Marketing: A New Framework
05:04 The Essence of Personal Brand
07:39 Audience Feedback Through Cloud Data
09:59 Remarkability and Winning Strategies
14:09 Personalized Email Integration Launched
17:47 Evolving AEO Strategy: Niche Focus
21:35 Prioritize Brand Mentions Over Backlinks
24:10 Maximizing AI-Driven User Conversion
26:37 Experimental Pods for Rapid Learning
29:31 Market Excitement
Host Links:
📲Kipp Bodnar, https://twitter.com/kippbodnar
📲Kieran Flanagan, https://twitter.com/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 Hubspot’s SVP of Marketing, 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.
Continual performance optimization. Test, measure, analyze, refine. repeat…these concepts have been foundational elements of performance marketing for decades. Also, customer journeys have never been linear.
I applaud your naming of time-tested concepts. Well done. And if you’re successful at dragging a new generation of people into that discipline, great! But it’s important to know it isn’t really new.