Marketing Against the Grain
Hubspot
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.
Recent Episodes
How Liquid Death Turned Going Viral Into Millions in Sales
Aug 4, 2026Benoit Vatere, Chief Media and Digital Commerce Officer at Liquid Death, breaks down the systems and creative equations behind the brand's explosive growth. He discusses how to measure true incrementality rather than vanity metrics like ROAS, the importance of full-funnel media strategies, and why chasing conversion metrics from day one leads to failure. The episode covers channel selection by funnel stage, creative differentiation across the customer journey, and the counterintuitive role of brand awareness spending in driving real sales.
Use AI to never run out of winning content ideas
Jul 30, 2026This episode teaches content creators how to build an AI-powered system for generating winning content ideas mapped to specific platforms. The host demonstrates a three-step AI skill using Claude and ChatGPT that combines audience profiling, platform-specific winning patterns, and trend analysis to eliminate content ideation blocks. The system prioritizes pattern recognition over topic generation, encouraging creators to use AI as a research and ideation tool rather than for finished content creation.
If Your Team Is Producing AI Slop, Here's How To Fix it
Jul 28, 2026Hillary Gridley, who led AI adoption at WHOOP, discusses the epidemic of 'AI slop'—low-quality, unrefined AI-generated content flooding organizations. She shares frameworks for fixing this problem, including setting clear quality bars, mapping workflows to imagine AI-native futures, and building feedback tools that encode managerial expertise. The conversation covers how leaders must clarify expectations, establish context, and create iterative workflows to ensure teams improve rather than outsource judgment to AI.
How to Automate ALL of your Marketing w/ Claude Cowork
Jul 23, 2026Grace demonstrates a systematic approach to automating marketing workflows using Claude and AI design tools. She walks through building a reusable context layer (brand guidelines, voice, aesthetics), creating design systems, and converting those into deployable skills for carousel creation, PDF exports, and image generation. The episode emphasizes that differentiation in AI-driven marketing comes from embedding organizational intelligence—brand taste, strategic insights, competitive knowledge—into context files that AI then inherits, rather than relying on generic AI outputs.
Side Hustle King: 3 High Demand AI Businesses I'd Start TODAY
Jul 21, 2026Chris Kerner, a serial entrepreneur who has started 75 businesses, joins the hosts to discuss identifying high-demand business opportunities before they go viral and monetizing them effectively. The episode covers three AI-enabled side hustle ideas: website lead generation ("website landlord" model), AI voice agents for small businesses, and AI audit services. Throughout, the hosts analyze pattern recognition techniques, market validation signals, and underserved B2B industries ripe for disruption.
Full Guide: Build Your AI Second Brain in 20 Minutes
Jul 16, 2026If You're A Marketer, Copy These Codex Skills Or Stay Behind
Jul 14, 2026Inside Perplexity’s AI-Powered Go-To-Market Team
Jul 8, 2026Fable 5 Is Back: When Marketers Should Actually Use It (Riley Brown Bonus Episode)
Jul 2, 2026From Zero To Your First AI Employee in 37 Minutes (With Hermes AI)
Jul 1, 2026
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