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/zrxx 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. Get the book at loopmarketingbook.com Ep 455 Mentions Loop: Outlearn. Outmarket. Outgrow ⁠https://www.hubspot.com/loop-marketing-book Yamini Rangan ⁠https://www.linkedin.com/in/yaminirangan/⁠ Unbound ⁠https://unbound.hubspot.com/ Claude ⁠https://claude.ai 📌 WHAT WE COVER: → The chart Kipp had to explain to HubSpot's CEO: 140 million visits gone → Volume of visits vs value of visits, and why leads went up anyway → The old funnel vs the AI-era hourglass funnel → The Loop: Express, Tailor, Amplify, Evolve → The sea of sameness: everyone has the same tools, prompts, and models → "When the cost of production is free, judgment is the only thing that has a price" → What taste actually is: Red Bull, Liquid Death, the Hathaway shirt, and Jaguar → AI has no taste. Instill yours instead of outsourcing it → The taste profile: customer taste + brand taste, and a webpage with and without one → The content deluge: 4X more AI-assisted content, half-lives measured in hours → Slop factory, invisible excellence, and the "remarkable and relentless" quadrant → Sabrina Ramonov's one-person system: start long, start short, then let AI multiply it → The $2,000 AI ad that competed with million-dollar NBA Finals spots → Creative is the new targeting: 20 creatives a month, 65% more ROAS → Optimize for closed-won dollars, not form fills, by feeding platforms your first-party data → Langley vs the Wright brothers: why 26 sprints beat 4 quarterly campaigns → The 4-minute mile and the mindset shift Loop asks for 🎙️ Hosts: Kipp Bodnar and Kieran Flanagan Recorded live at HubSpot Unbound ⏱️ CHAPTERS: 00:00 - We lost 140 million visits (and the book is out today) 01:10 - Live at Unbound: the rules of marketing changed 02:00 - The chart nobody wants to explain: traffic down 80%, leads up 20% 03:10 - The old funnel is dead. Meet the hourglass funnel 04:20 - The Loop: Express, Tailor, Amplify, Evolve 05:30 - Express: when production is free, judgment is the only thing with a price 07:20 - What taste looks like: Red Bull, Liquid Death, Ogilvy, Jaguar 08:50 - AI has no taste. Build a taste profile instead (free tool) 12:00 - Tailor: the content deluge and the 2x2 you have to escape 14:40 - How Sabrina Ramonov built 3.4M followers as a team of one 17:10 - Amplify: the $2,000 NBA Finals ad and "creative is the new targeting" 20:10 - Optimize for closed-won, not form fills 21:30 - Evolve: the Wright brothers, 26 sprints a year, and the sprint template 24:50 - The 4-minute mile, the mindset shift, and the book Host Links: 📲Kipp Bodnar, https://twitter.com/kippbodnar 📲Kieran Flanagan, https://twitter.com/searchbrat 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.