How HubSpot Built a 50-Million-Person Media Engine Inside a Software Company with Jonathan Hunt

How HubSpot Built a 50-Million-Person Media Engine Inside a Software Company with Jonathan Hunt

In this episode of Adspeak by ADWEEK, host Mike Beyman sits down with Jonathan Hunt, VP of Media at HubSpot, to explore how a software company built a global media engine reaching 50 million people every month. Jonathan shares why owning distribution has become a competitive advantage, how HubSpot transformed content into a customer acquisition channel, and why editorial independence is critical when building trusted media brands.  The conversation dives into the shift from traditional CPM thinking to intent-driven measurement, the future of SEO in the age of AI, and why creators, video, and owned audiences are becoming essential marketing investments. Jonathan also explains how marketers can use AI as a creative multiplier while preserving human judgment, originality, and trust. What You'll Learn: * How to own your distribution instead of renting it * Why editorial independence is your competitive moat * The "quality of impression" framework over quantity metrics * How to pivot your SEO strategy post-ChatGPT with Answer Engine Optimization  * Why video and creators are the only sustainable content bets * How to use AI as a force multiplier, not a replacement: About the Guest: Jonathan Hunt is VP of Media at HubSpot and Head of The Hustle, where he leads content, audience growth, monetization, and creator strategy across HubSpot’s media ecosystem. A seasoned media and marketing executive, Jonathan has helped build audience-driven brands at companies including Vice Media, Vox Media, National Geographic, and Complex Networks. His work focuses on developing owned-media strategies that prioritize editorial independence, audience trust, and long-term growth over traditional marketing approaches. At HubSpot, he has helped transform content into a powerful customer acquisition engine, leveraging video, newsletters, podcasts, and creator partnerships to reach millions of people worldwide.  Guest Resources: * Jonathan Hunt on LinkedIn [https://www.linkedin.com/in/jonathanwhunt/] * HubSpot Website [https://www.hubspot.com/] * Mike Beyman on LinkedIn [https://www.linkedin.com/in/beyman/] * ADWEEK Website [https://www.adweek.com/] ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

Beyond QR Codes: Matty Beckerman on the Future of Interactive Media

In this episode of Adspeak by ADWEEK, host Ryan Joe sits down with Matty Beckerman, Founder and CEO of IRCODE, to explore how image recognition technology is transforming the future of marketing engagement, measurement, and commerce. They discuss how computer vision AI is replacing traditional QR codes by allowing consumers to interact directly with real-world content across TV, out-of-home, and retail.  Matty shares how IRCODE helps brands unlock real-time attribution, prove campaign ROI, and turn passive viewing experiences into measurable customer journeys. The conversation also explores the future of interactive sports, entertainment, and product placement, revealing how brands can create seamless, scannable experiences that connect audiences with content, products, and purchases. What You'll Learn: * How to eliminate QR codes from campaigns by leveraging advanced computer vision AI  * Why TV measurement has become your biggest competitive advantage * The White Label Lens Framework for custom brand ecosystems * How to convert passive viewing into active commerce * The measurement dashboard strategy for proving ROI * Why live sports and entertainment events represent your 2026 growth opportunity About the Guest: Matty Beckerman is the Founder and CEO of IRCODE, a pioneering image recognition technology company transforming how brands engage with consumers in the real world. With a creative background as a filmmaker, record label owner, and director, Beckerman brings a unique perspective to marketing innovation, combining artistic vision with cutting-edge computer vision AI. IRCODE's patented technology enables seamless scanning of any real-world content, from billboards to TV broadcasts to product packaging, without QR codes, while providing comprehensive measurement and attribution data that was previously unavailable. Guest Resources: * Matty Beckerman on LinkedIn [https://www.linkedin.com/in/matty-beckerman-663360a/] * IRCODE Website [https://ircode.com/] * Ryan Joe on LinkedIn [https://www.linkedin.com/in/ryan-joe-9b97947/] * ADWEEK Website [https://www.adweek.com/] ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

Influencer Marketing Is Broken: How Billion-Dollar Brands Can Fix It at Scale

In this episode of Adspeak by ADWEEK, Keith Bendes, Chief Strategy Officer at Linqia, and Denise Vitola, Founder and CEO of Vitola Strategies, explore how enterprise brands can move influencer marketing from a tactical experiment into a scalable growth engine. They discuss the challenges of building internal alignment, earning stakeholder buy-in, and creating measurement frameworks that prove real business impact.  The conversation dives into why creator content should extend far beyond social posts, how brands can repurpose influencer assets across channels, and what regulated industries need to consider when balancing creativity with compliance. From ROI measurement to campaign strategy, Keith and Denise share how the biggest brands can build smarter, more integrated influencer programs that drive lasting value. What You'll Learn: * How to secure stakeholder buy-in through internal education * The "Influencer Everywhere" framework * How to prove ROI through four core measurement pillars * Why "crawl before you walk and run" with regulated industries * How to design integrated campaigns for earned media * The RFP framework for selecting the right influencer partner About the Guests: Keith Bendes is Chief Strategy Officer at Linqia, the leading independent influencer marketing agency, where he shapes client strategy, go-to-market initiatives, and industry thought leadership. He works with senior marketing leaders at global brands to build influencer programs that connect creator content with measurable business outcomes across strategy, content, amplification, and measurement. A recognized voice in the creator economy, Keith co-hosts Creator Economy Live, contributes to Forbes, is a LinkedIn Top Voice, and speaks at major industry events, including Brandweek, SXSW, and Cannes. He also writes The Art of Influence newsletter, exploring how brands build influence in the evolving social landscape. Denise Vitola is a health and wellness marketing expert, award-winning digital communications executive, and founder of Vitola Strategies. With more than 20 years of experience building brands through integrated marketing, social, PR, and influencer strategies, Denise has helped shape the future of influencer marketing for major organizations, including Bayer Consumer Health, where she led brand integration, PR, social, and influencer initiatives. Known for her innovative approach to creator campaigns, she has developed award-winning programs including Claritin Diversitree, Bayer Aspirin Sponsor of Fans’ Hearts, and Similac Sisterhood of Motherhood. A former agency leader at Makovsky and MSLGROUP, Denise is recognized as a PRWeek “40 Under 40” honoree, PRNews Top 25 Woman in PR, and a Stevie Award winner. Guest Resources: * Keith Bendes on LinkedIn [https://www.linkedin.com/in/keith-bendes-b6aa5a8/] * Linqia Website [https://www.linqia.com/] * Denise Vitola on LinkedIn [https://www.linkedin.com/in/denisevitola/] * Vitola Strategies on Facebook [https://www.facebook.com/vitolastrategies/] ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

The Future of Auto Marketing: Building Brands Through Human Connection Today

In this episode of Adspeak by ADWEEK, host Rebecca Stewart leads a live BrandWeek conversation with Matt Kerbel of Turo, Scott Baker of Porsche, and Doug Zarkin of Take 5 Oil Change on the future of automotive branding. As electrification, AI, and changing ownership models transform the industry, the panel explores why trust, accessibility, and human connection remain the foundations of successful brands. The discussion covers redefining brand as an emotional asset, building loyalty through customer-centric experiences, creating community through peer-to-peer engagement, and modernizing legacy brands without losing their core identity.  The guests also share practical insights on media strategy, affordability challenges, and the importance of designing experiences that make every customer feel valued. Together, they explain why authentic relationships will remain the ultimate competitive advantage in a rapidly evolving marketplace.  What You'll Learn: * How to redefine brand as an emotional asset, not a product feature * Why accessibility and trust are becoming the primary drivers of brand loyalty  * The "Subway Map" media strategy that replaces outdated funnel thinking * How to build community through peer-to-peer experiences and transparency  * Why brand DNA preservation and modernization aren't mutually exclusive * How to position your brand for 2030 by prioritizing customer experience over customer service About the Guests: Doug Zarkin is the Chief Marketing Officer of Take 5 Oil Change, where he built the company's first modern marketing organization and helped accelerate growth for the $1.4 billion automotive services brand. Throughout his career, Doug has led brand transformation initiatives for some of the world's most recognized consumer, retail, hospitality, healthcare, and franchise brands, including Pearle Vision, Victoria's Secret PINK, W Hotels, CoverGirl, Reebok, Warner Bros., and the NHL. He is also the bestselling author of Moving Your Brand Out of the Friend Zone and creator of the "Thinking Human" philosophy, which combines customer insight, culture, analytics, and strategy to help brands build lasting loyalty and drive measurable business results. Scott Baker is Director of Communications at Porsche, where he helps shape the brand's storytelling, partnerships, and audience engagement strategies. Throughout his career, he has driven growth for globally recognized brands including Porsche, Harley-Davidson, IKEA, and Formica Corporation. Scott has led award-winning marketing initiatives spanning Super Bowl campaigns, major film studio collaborations, gaming partnerships, dealer marketing, and digital communications. He played a key role in Porsche's evolution from a niche sports car manufacturer into a broader aspirational lifestyle brand. Passionate about building high-performing teams, Scott specializes in uncovering a brand's core identity and translating it into meaningful business growth and cultural relevance. Matt Kerbel is the former Global Head of Brand Strategy at Turo, where he helped scale the company to more than $1 billion in revenue and earn a place on TIME's World's Best Brands list. Over a 20-year career, he has helped build culturally influential brands including Lyft, Call of Duty, and MeUndies. Today, Matt is the co-host and executive producer of Best Brands on Earth, a podcast created in partnership with The Clios, while also advising founders, writing The Maple newsletter, and shaping conversations around the future of marketing and brand building. Guest Resources: * Matt Kerbel on LinkedIn [https://www.linkedin.com/in/matthewkerbel/] * Best Brands on Earth Podcast [https://podcasts.apple.com/us/podcast/brand-new-world/id1794780886] * Scott Baker on LinkedIn [https://www.linkedin.com/in/scott-baker-a529563/] * Porsche Website [https://www.porsche.com/usa/] * Doug Zarkin on LinkedIn [https://www.linkedin.com/in/dougzarkin/] * Driven Brands Inc Website [https://www.drivenbrands.com/] * Rebecca Stewart on LinkedIn [https://www.linkedin.com/in/rebecca-stewart-81098982/] * ADWEEK Website [https://www.adweek.com/]  ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

Building Cultural Moments That Outlive the Product with Jermaine Dupri

In this episode of Adspeak by ADWEEK, host Jesse Kirshbaum, Chief Executive Officer of Nue Agency, sits down with Jermaine Dupri, Songwriter Hall of Famer, Grammy Award-winning producer, and founder of the So So Def recording label, to explore the intersection of culture, creativity, and marketing. Jermaine shares how he has built iconic cultural moments by creating immersive worlds around artists, brands, and ideas, from the Kriss Kross phenomenon to innovative partnerships. He explains why authentic connections to culture and audience proximity are essential for effective marketing, and how identifying unmet needs can uncover powerful business opportunities.  The conversation also examines the role of trusted mentors and gatekeepers in an AI-driven era, emphasizing that technology should support, not replace, intentional, heartfelt creativity. Jermaine argues that unconventional thinking remains the ultimate competitive advantage.  What You'll Learn: * How to Build a "Vibe" Around Every Product * The Source-First Strategy for Brand Partnerships * Why "Doing Something New" Requires Hiring Differently * How to Identify White Space in Culture and Markets * The Peacock Effect in Marketing * Why Gatekeeping and Trusted Expertise Are Making a Comeback * AI as a Tool, Not a Replacement for Heart About the Guest and Host: Jermaine Dupri is a Grammy Award-winning producer, songwriter, rapper, entrepreneur, and founder of So So Def Recordings. A pioneering force in Atlanta's rise as a music powerhouse, he first gained national attention after discovering and producing Kriss Kross's chart-topping hit “Jump.” Over a career spanning four decades, Dupri has helped shape the sound of hip-hop and R&B through collaborations with artists including Mariah Carey, Usher, Janet Jackson, Bow Wow, Da Brat, and Jagged Edge. Inducted into the Songwriters Hall of Fame in 2018, he is widely recognized for blending creative vision, artist development, and cultural influence to build enduring brands and iconic musical moments. Jesse Kirshbaum is the Founder and CEO of Nue Agency, operating at the intersection of music, entertainment, and brand strategy. With more than 20 years of experience, he has built a reputation as a trusted dealmaker, connecting artists, brands, and platforms to create culturally relevant partnerships and experiences. Jesse specializes in helping organizations navigate an evolving cultural landscape, translating emerging trends into meaningful business opportunities. As both a strategist and operator, he brings ideas to life through activations, events, and partnerships that drive immediate results, foster lasting audience connections, and create long-term value. Guest Resources: * Jermaine Dupri on Instagram [https://www.instagram.com/jermainedupri/?hl=en] * So So Def Website [https://sosodef.com/]  * Jesse Kirshbaum on LinkedIn [https://www.linkedin.com/in/jessekirshbaum/] * NUE Agency Website [https://nueagency.com/] ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.