Marketing Against The Grain

Marketing Against The Grain

By Hubspot MediaBusinessEntrepreneurshipMarketing
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    32 min

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Marketing Against The Grain episodes

  • We Tested What AI Personal Assistants Can Actually Do

    Free guide: how to get AI to recommend your business https://clickhubspot.com/pwcl

    Ep 459

    Is your next website visitor an AI agent with a credit card? 

    Kipp and Kieran dive into the explosive rise of personal AI agents and how they're making traditional marketing strategies obsolete. Learn more on how AI agents like Muse, Instinct, and Grokbot are changing the buying process, why marketers must adapt for a world where agents—not humans—are the main customers, and what new marketing strategies you need to stay ahead in the age of delegation.

    Mentions

    • Loop: Outlearn. Outmarket. Outgrow https://www.hubspot.com/loop-marketing-book

    • Meta’s Muse https://ai.meta.com/muse/

    • Instinct https://instinct.com/

    • Grok Bot http://x.ai/news/introducing-grok-bot

    • Claude https://claude.ai/

    • ChatGPT https://chatgpt.com/

      • Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt

      Resource

      • [Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip

        • We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed

        YouTube: ​​https://www.youtube.com/@matgpod 

        Twitter: https://twitter.com/matgpod 

        TikTok: https://www.tiktok.com/@marketingatg

        Thank you for tuning into Marketing Against The Grain!

        Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934  

        We really appreciate your support.

        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 Hubspot Media // Produced by Darren Clarke.

        37 min
      • HubSpot Execs: What Marketing Teams Look Like in 2027

        Get our free playbook to redesign your marketing team in 2027: https://clickhubspot.com/svoh

        Ep. 458

        Did you know that despite all the noise about shrinking marketing teams, data shows the proportion of marketing roles hasn’t really changed?

        Kipp and Kieran dive into the future of marketing teams, why the shape—not the size—of your team is what really matters, and how you can thrive in the new landscape. Learn more on why marketing roles aren’t disappearing, how AI is reshaping teams (not replacing them), and why pod models and zero-to-one marketers are key to the next wave of marketing success.

        Mentions

        • Loop: Outlearn. Outmarket. Outgrow https://www.hubspot.com/loop-marketing-book

        • Claude https://claude.ai/

        • ChatGPT https://chatgpt.com/

        • Codex https://openai.com/codex/

        • Opus 5.5 https://www.anthropic.com/claude-opus-5-5

          • Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt

          Resource

          • [Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip

            • We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed

            YouTube: ​​https://www.youtube.com/@matgpod 

            Twitter: https://twitter.com/matgpod 

            TikTok: https://www.tiktok.com/@marketingatg

            Thank you for tuning into Marketing Against The Grain!

            Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934  

            We really appreciate your support.

            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 Hubspot Media // Produced by Darren Clarke.

            31 min
          • Train Your AI to Write Like a Human With Just 3 Files

            Free: make AI content sound like you (Prompts + 3 Files) https://clickhubspot.com/ilhf

            Ep. 457

            AI is now a pretty good content creator—and that’s actually a problem.

            Kieran dives into why today’s wave of AI-generated content is flooding the internet with sameness, and what marketers can do to stand out from the noise. Learn more on building your own Creative Context OS in just three files, how to teach AI your unique perspective and taste, and the critical difference between content that’s truly “you” versus commodity work everyone else is churning out.

            Mentions

            • Loop: Outlearn. Outmarket. Outgrow https://www.hubspot.com/loop-marketing-book

            • Nicolas Cole, Commodity Content https://artandbiz.substack.com/p/the-right-way-to-write-with-ai

            • Codex https://openai.com/codex/

            • Dharmesh Shah linkedin.com/in/dharmesh

            • Positioning: The Battle for Your Mind https://a.co/d/08UXJ6E1

              • Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt

              Resource

              • [Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip

                • We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed

                YouTube: ​​https://www.youtube.com/@matgpod 

                Twitter: https://twitter.com/matgpod 

                TikTok: https://www.tiktok.com/@marketingatg

                Thank you for tuning into Marketing Against The Grain!

                Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934  

                We really appreciate your support.

                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 Hubspot Media // Produced by Darren Clarke.

                31 min
              • How to Build an AI Marketing Team That Runs Itself (Live Demo)

                (Free) Build your first marketing AI agent: https://clickhubspot.com/lwkf

                Ep. 456

                Is the CMO role dead in the age of AI-driven marketing?

                Kipp, Kieran, and guest Cody Schneider (Cofounder of Graphed.com) dive into how AI agents are transforming the marketing landscape, slashing the cost of creative production, and reshaping marketing teams. Learn more on scaling content with AI agents, automating paid and organic campaigns, and how the new world of “marketing engineering” is making one person as effective as a team of twenty.

                Mentions

                • Cody Schneider https://www.youtube.com/@codyschneiderx

                • Graphed https://www.graphed.com/

                • Loop: Outlearn. Outmarket. Outgrow https://www.hubspot.com/loop-marketing-book

                • DaVinci Resolve https://www.blackmagicdesign.com/products/davinciresolve

                  • Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt

                  Resource

                  • [Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip

                    • We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed

                    YouTube: ​​https://www.youtube.com/@matgpod 

                    Twitter: https://twitter.com/matgpod 

                    TikTok: https://www.tiktok.com/@marketingatg

                    Thank you for tuning into Marketing Against The Grain!

                    Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934  

                    We really appreciate your support.

                    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 Hubspot Media // Produced by Darren Clarke.

                    30 min
                  • Give Us 30 Minutes & We’ll Fix Your Marketing for 2027

                    Build a taste profile that makes your AI output sound like you: https://clickhubspot.com/iflm

                    Ep 455

                    Did you know HubSpot lost 140 million visits in a year but still increased demand generation by 20%?

                    Kipp and Kieran dive into why the old rules of marketing no longer work—and what new playbooks you need to win in the AI era, at HubSpot’s Unbound. Learn more on building a living taste profile, leveraging AI for relentless content creation, optimizing paid ads through creative experimentation, and turning rapid learning into your team's ultimate advantage.

                    Mentions

                    • Unbound https://unbound.hubspot.com/

                    • Loop: Outlearn. Outmarket. Outgrow https://www.hubspot.com/loop-marketing-book

                    • Yamini Rangan https://www.linkedin.com/in/yaminirangan/

                    • Claude https://claude.ai/

                    • Meta Advantage+ https://www.facebook.com/business/ads/meta-advantage-plus

                      • Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt

                      Resource

                      • [Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip

                        • We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed

                        YouTube: ​​https://www.youtube.com/@matgpod 

                        Twitter: https://twitter.com/matgpod 

                        TikTok: https://www.tiktok.com/@marketingatg

                        Thank you for tuning into Marketing Against The Grain!

                        Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934  

                        We really appreciate your support.

                        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 Hubspot Media // Produced by Darren Clarke.

                        28 min
                      • Zero-Click Marketing: How to Win When Google Stops Sending Traffic

                        Free: 15 prompts to keep your brand visible in search  https://clickhubspot.com/ikub

                        Ep. 454

                        Did you know that today, 68% of all Google searches end without a single click?

                        Kipp, Kieran, and guest Amanda Natividad (founder of Zero Click Marketing, and co-author of the forthcoming book, Zero Click Marketing) dive into the era of zero-click marketing, covering how search behavior is changing, what it means for your company’s growth, and what you must do to thrive. Learn more on evolving beyond Google to meet your audience where they are, rethinking the purpose of SEO in a diversified search landscape, and building lasting value by focusing on the right audience—not just more traffic.

                        Mentions

                        • Amanda Natividad https://www.linkedin.com/in/amandanat/

                        • Zero Click Marketing https://zeroclickmarketing.co/

                        • Zero Click Marketing (book) https://www.damngravity.com/products/zero-click-marketing

                        • SparkToro https://sparktoro.com/

                        • Loop: Outlearn. Outmarket. Outgrow https://www.hubspot.com/loop-marketing-book

                          • Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt

                          Resource

                          • [Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip

                            • We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed

                            YouTube: ​​https://www.youtube.com/@matgpod 

                            Twitter: https://twitter.com/matgpod 

                            TikTok: https://www.tiktok.com/@marketingatg

                            Thank you for tuning into Marketing Against The Grain!

                            Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934  

                            We really appreciate your support.

                            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 Hubspot Media // Produced by Darren Clarke.

                            35 min
                          • Dharmesh Shah: “The New AI Era Will Create Millions of One-Person Businesses

                            [Free guide] build your second brain with AI: https://clickhubspot.com/efeg

                            To get started with YouSpot, go to  https://youspot.com/pricing/pro?promo=BRAINTHEGRAIN You'll then see the coupon code automatically applied on checkout.

                            Ep. 453

                            Did you know that 86% of all new companies started aren’t expected to hire any employees?

                            Kipp, Kieran, and guest Dharmesh Shah (Founder of HubSpot) dive into the rapidly growing world of one-person businesses and how AI is fueling a new wave of solopreneurs. Learn more on the evolution of the "second brain" for entrepreneurs, how agentic AI harnesses are changing the game, and why rethinking CRMs for solo operators is unlocking new levels of productivity.

                            Mentions

                            • Dharmesh Shah https://www.linkedin.com/in/dharmesh/

                            • Loop: Outlearn. Outmarket. Outgrow https://www.hubspot.com/loop-marketing-book

                            • YouSpot https://youspot.com/

                            • Agent.ai agent.ai

                            • SecondBrain https://youspot.com/about/secondbrain

                            • Obsidian https://obsidian.md/

                            • Fable 5.1 https://www.anthropic.com/claude-fable-and-mythos-5-1

                              • Go to YouSpot.com and use code BRAINTHEGRAIN at checkout for the special Marketing Against the Grain price.


                              Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt

                              Resource

                              • [Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip

                                • We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed

                                YouTube: ​​https://www.youtube.com/@matgpod 

                                Twitter: https://twitter.com/matgpod 

                                TikTok: https://www.tiktok.com/@marketingatg

                                Thank you for tuning into Marketing Against The Grain!

                                Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934  

                                We really appreciate your support.

                                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 Hubspot Media // Produced by Darren Clarke.

                                42 min
                              • I Spend $400K/Day on Meta Ads. Here's What's Working Right Now

                                Free Meta Ad Creative Prompt Pack: https://clickhubspot.com/prgl

                                Ep. 452

                                Could your company grow to $20M in revenue in just 20 months by focusing 80% of your ad budget on a single channel?

                                Kipp, Kieran, and guest Danny Yeung (CEO and co-founder of IM8) dive into the marketing strategy behind the explosive growth of IM8 and how Meta became their powerhouse for customer acquisition. Learn more on how to master Meta’s platform with creative-first tactics, build a high-performing marketing team for rapid scale, and leverage offline strategies to make your brand unforgettable.

                                Mentions

                                • Danny Yeung https://hk.linkedin.com/in/dyeung22

                                • IM8 https://im8health.com/

                                • Prenetics https://www.prenetics.com/

                                • Allianz https://www.allianzlife.com/

                                • Loop: Outlearn. Outmarket. Outgrow https://www.hubspot.com/loop-marketing-book

                                  • Ask Kipp and Kieran a question!

                                  https://form.asana.com/?k=U4n5W_3WC2SkQO1bwK8Xzg&d=8587152060687

                                  Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt

                                  Resource

                                  • [Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip

                                    • We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed

                                    YouTube: ​​https://www.youtube.com/@matgpod 

                                    Twitter: https://twitter.com/matgpod 

                                    TikTok: https://www.tiktok.com/@marketingatg

                                    Thank you for tuning into Marketing Against The Grain!

                                    Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934  

                                    We really appreciate your support.

                                    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 Hubspot Media // Produced by Darren Clarke.

                                    33 min
                                  • Is the CMO Role About to Disappear Forever?

                                    Build your AI marketing department with this Claude skill: ⁠https://clickhubspot.com/rlcb⁠

                                    Ep. 451

                                    Is the CMO role dying?

                                    Kipp and Kieran dive into why marketing’s highest seat is under pressure and what founders and marketers should do about it. Learn more on why the expectations for marketing leaders are higher than ever, how the evolution of marketing skills and AI are shaping the talent pipeline, and what strategies companies can use when they can’t find the perfect head of marketing.

                                    Mentions

                                    • Loop: Outlearn. Outmarket. Outgrow https://www.hubspot.com/loop-marketing-book

                                    • LinkedIn https://www.linkedin.com/

                                      • Ask Kipp and Kieran a question!

                                      https://form.asana.com/?k=U4n5W_3WC2SkQO1bwK8Xzg&d=8587152060687

                                      Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt

                                      Resource

                                      • [Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip

                                        • We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed

                                        YouTube: ​​https://www.youtube.com/@matgpod 

                                        Twitter: https://twitter.com/matgpod 

                                        TikTok: https://www.tiktok.com/@marketingatg

                                        Thank you for tuning into Marketing Against The Grain!

                                        Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934  

                                        We really appreciate your support.

                                        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 Hubspot Media // Produced by Darren Clarke.

                                        35 min
                                      • I Built a $120K/yr Social Media Funnel w/Claude (Full Demo)

                                        Turn social comments into leads with Claude + Blotato: https://clickhubspot.com/rkhv

                                        Ep. 450

                                        How can one Reel drive $120,000 in annual recurring revenue for your business?

                                        Kipp, and guest Sabrina Ramonov of Blotato dive into how high-performing social content and automated DMs can be seamlessly converted into real revenue and loyal customers. Learn more on building viral social funnels, the power of DM automation for lead capture and monetization, and why treating short-form video as advertising for your long-form brand is the ultimate growth strategy.

                                        Mentions

                                        • Sabrina Ramonov https://www.youtube.com/@sabrina_ramonov

                                        • Blotato https://www.blotato.com/

                                        • Loop: Outlearn. Outmarket. Outgrow https://www.hubspot.com/loop-marketing-book

                                        • Claude https://claude.ai/

                                        • ChatGPT https://chatgpt.com/

                                          • Ask Kipp and Kieran a question!

                                          https://form.asana.com/?k=U4n5W_3WC2SkQO1bwK8Xzg&d=8587152060687

                                          Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt

                                          Resource

                                          • [Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip

                                            • We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed

                                            YouTube: ​​https://www.youtube.com/@matgpod 

                                            Twitter: https://twitter.com/matgpod 

                                            TikTok: https://www.tiktok.com/@marketingatg

                                            Thank you for tuning into Marketing Against The Grain!

                                            Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934  

                                            We really appreciate your support.

                                            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 Hubspot Media // Produced by Darren Clarke.

                                            39 min

                                          About Marketing Against The Grain

                                          From the publisher's feed

                                          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…

                                          Best of Marketing Against The Grain

                                          Ranked by our users in the last 21 days

                                          1. Number 1: How to Build an AI Marketing Team That Runs Itself (Live Demo)
                                            30 min
                                          2. Number 2: HubSpot Execs: What Marketing Teams Look Like in 2027
                                            31 min
                                          3. Number 3: Train Your AI to Write Like a Human With Just 3 Files
                                            31 min

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