Marketing Against The Grain

Latest Episodes:

3 Growth Hacks Startups Use To Go From $0 to $1 Billion (#106) Apr 04, 2023

Show notes

You only need to master one of these tactics to create a billion-dollar business.

Kipp and Kieran dive into the core frameworks to take your business to the next level. Learn the power duo of template creation through organic search, why user-generated SEO loops are game-changing, and how you can incentivize your community to drive growth for your business.

Mentions

Canva https://www.canva.com/
Miro https://miro.com/
Figma http://figma.com/
Genius https://genius.com/
Stack Overflow https://stackoverflow.com/
Rewind https://www.rewind.ai/
Dropbox https://www.dropbox.com/
PayPal https://www.paypal.com/us/home
Evernote https://evernote.com/
HubSpot user groups https://www.hubspot.com/hubspot-user-groups
Chainlink https://chain.link/
Loom https://www.loom.com/home

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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

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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 The HubSpot Podcast Network // Produced by Darren Clarke.

OpenAI Launches The ChatGPT AppStore (#105) Mar 30, 2023

Show notes

Bing’s market share is up by 15%. Google is down by 1%.

Kipp and Kieran take you through the new AI revolutions and how it will transform your business. Learn how to take AI and build real use cases for your business, the three types of roles that have forever changed from AI, how AI equals out the playing field for employees, and how to leverage AI to grow your business.

Mentions

ChatSpot https://chatspot.ai/
ChatGPT https://chat.openai.com/chat
Bing https://www.microsoft.com/en-us/bing?form=MA13FJ
AI Pope on Daily Mail https://www.dailymail.co.uk/news/article-11907391/Social-media-stunned-AI-image-Pope-Francis-wearing-stylish-puffer-coat.html
Midjourney https://www.midjourney.com
Canva AI https://www.canva.com/ai-image-generator/
Adobe AI https://www.adobe.com/sensei/generative-ai.html
Peter Yang’s episode https://link.chtbl.com/CcPxrGsN
Sam Altman on Lex Fridman podcast https://www.youtube.com/watch?v=L_Guz73e6fw
David Sacks tweet https://twitter.com/DavidSacks/status/1640415817102934018
Ben’s Bites Newsletter https://www.bensbites.co/
Tiny https://www.tiny.com/
Spencer Scott’s thread on AI & Shopify https://twitter.com/akaspencerscott/status/1638996893576601600?s=46&t=qo0rMvYEbESguv0k2b7KGw
Microsoft AI https://www.microsoft.com/en-us/ai

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YouTube: https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg

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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

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

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 The HubSpot Podcast Network // Produced by Darren Clarke.

Why This Startup Founder Is Spending $0 On Paid Marketing with Ankur Nagpal (#104) Mar 28, 2023

Show notes

People don’t want to follow brands.

Kipp and Kieran are joined by Ankur Nagpal (Founder at Ocho) to go all in on Ocho’s $0 marketing strategy. Learn why Ocho’s betting big on their team building their individual brands, how to take advantage of the hidden tax codes, why creators need to build ownership, and how to recruit a marketing leader.

About Ankur

Recently launched Ocho (ocho.com) to help business owners build wealth. He also runs Vibe Capital (vibe.vc), a venture capital fund with 100+ portfolio companies and $100M+ in AUM.

Previously, founded Teachable (teachable.com) & scaled to $50M+ in ARR before selling to Hotmart, where he serves on the board. Currently lives in Brooklyn, NY when not vagabonding around the globe.

Connect with Ankur!

Ocho https://ocho.com/
LinkedIn https://www.linkedin.com/in/ankurnagpal/
Twitter https://twitter.com/ankurnagpal

Mentions

Sam Parr https://twitter.com/thesamparr
Ankur’s Tweet https://twitter.com/ankurnagpal/status/1593026491058917377
Ocho https://twitter.com/ochowealth
Teachable https://teachable.com/
Google Bard https://bard.google.com/

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

YouTube: https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg

Twitter: https://twitter.com/matgpod

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

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

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

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 The HubSpot Podcast Network // Produced by Darren Clarke.

GPT-4 Beta User Reveals What Jobs It Will Destroy In 2023 with Nathan Labenz (#103) Mar 23, 2023

Show notes

Is Google going to get displaced in 2023?

Kipp and Kieran are joined by Nathan Labenz (founder at Waymark) to reveal the true power of GPT-4 and the real use cases for your business. Learn the weaknesses in AI, how it can affect current jobs, and why search won’t get disrupted in 2023.

Connect with Nathan!

Twitter https://twitter.com/labenz
LinkedIn https://www.linkedin.com/in/nathanlabenz/

About Nathan Labenz

Nathan Labenz is the founder & AI R&D lead at Waymark, a video generation company, and also hosts the Cognitive Revolution podcast.

Mentions

GPT 4 https://openai.com/research/gpt-4
Athena https://www.athenago.com/
Perplexity AI https://www.perplexity.ai/
Playground AI https://playgroundai.com/
Midjourney https://www.midjourney.com/home/
DALLE-2 https://openai.com/product/dall-e-2
Stable diffusion https://stablediffusionweb.com/
Play HT https://play.ht/
Numerous https://numerous.ai/
Microsoft 365 Copilot https://www.microsoft.com/en-us/ai

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

YouTube: https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg

Twitter: https://twitter.com/matgpod

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

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

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

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 The HubSpot Podcast Network // Produced by Darren Clarke.

GPT-4 Update: EVERYTHING You Need To Know (#102) Mar 21, 2023

Show notes

How will the biggest day in AI history affect the marketing world?

Kipp and Kieran uncover all the AI news to keep you ahead of the curve. Learn why the launch of GPT-4 changes everything, why you need to adapt and iterate quickly to not get out-innovated, and why most businesses will change operating models in the next 5 years.

Mentions:

GPT-4 https://openai.com/research/gpt-4
Google Docs https://www.google.com/docs/about/
Zapier https://zapier.com/
OpenAI https://open.ai/
David Blaine https://davidblaine.com/
Grammarly https://app.grammarly.com/
Figma https://www.figma.com/
Canva https://www.figma.com/
Khan Academy AI Tutor https://www.khanacademy.org/khan-labs
Midjourney https://www.midjourney.com/home/
Adept https://www.adept.ai/

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

YouTube: https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg

Twitter: https://twitter.com/matgpod

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

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

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

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 The HubSpot Podcast Network // Produced by Darren Clarke.

How To Protect Your Business From GPT-4 in 2023 (#101) Mar 16, 2023

Show notes

Change is coming faster than you may think.

Kipp and Kieran dive into how you can defend your business in a post-A.I. world. Learn where to invest more into your business today, how to pivot from big disruptions, why you need strong data and quick distribution to survive, and will community survive in a post-A.I. world?

Mentions

HubSpot’s ChatSpot https://www.hubspot.com/artificial-intelligence
GPT-4 https://openai.com/product/gpt-4
Microsoft AI https://www.microsoft.com/en-us/ai
Quora https://www.quora.com/
Stable Diffusion https://stablediffusionweb.com/
Notion https://www.notion.so/product
Figma https://www.figma.com/
Miro https://miro.com/
Zapier https://zapier.com/
Our latest episode of half-baked marketing ideas https://link.chtbl.com/LV2jUMJJ

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

YouTube: https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg

Twitter: https://twitter.com/matgpod

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

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

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

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 The HubSpot Podcast Network // Produced by Darren Clarke.

How We Grew HubSpot From $10 Million to $1 Billion | HubSpot CMO (#100) Mar 14, 2023

Show notes

How do you build a billion-dollar company?

Kipp and Kieran are celebrating the 100th episode with a deep dive into how HubSpot became a billion-dollar business and how you can use these teachings to propel your business forward. Learn HubSpot’s category creation process, learn your go-to-market strategy, how to build a product-led growth engine, and how to move the activation metric.

Mentions

Inbound Marketing by Brian Halligan & Dharmesh Shah https://www.amazon.com/Inbound-Marketing-Found-Google-Social/dp/0470499311
HubSpot Blog https://blog.hubspot.com/
Reforge https://www.reforge.com/

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

YouTube: https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg

Twitter: https://twitter.com/matgpod

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

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

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

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 The HubSpot Podcast Network // Produced by Darren Clarke.

OpenAI’s ‘Foundry’ Release Will Change Marketing Forever... Mar 09, 2023

Show notes

A.I. will forever change how we use technology and software.

Kipp and Kieran break down how AI will change how you market your brand forever. Learn where you will start to see A.I. more prevalent, how to use A.I. to assist you with the customer journey, and the power of creating personalized experiences with A.I.

Mentions

Our episode on the A.I. wars https://link.chtbl.com/MZAWC0UX
Open AI https://open.ai/
Nathan Labenz's Twitter thread https://twitter.com/labenz/status/1630284912853917697
Adept AI https://www.adept.ai/

Timestamps

(00:00) Learn more at Hubspot CMO

(00:45) Intro

(01:01) Marketing and AI tactics tests

(01:20) King of Sweaters, Yoga French Bulldog Statue & Mini Arcade

(01:55) Deep dive into a proposed studio Layout

(02:24) Interesting rumor - Foundry

(02:55) Introduction to Foundry: and Open AI

(03:35) Nathan Labban / Wayward

(04:03) Kieran: PO for Quora; a hidden gem of AI

(04:31) Will AI replace jobs?

(06:36) Industrial revolution

(07:00) Period of Disaggregation: AI unbundling the internet

(08:31) The ability to re-skill workers

(09:45) How and where is AI going to play out in 2023

(10:58) Kipps POV on AI

(11:26) Brian Halligan kept sending emails about AI

(14:45) In the AI world – support is 24/7

(15:19) Typical customer journey: Customers using AI for a better experience

(16:53) Kipp shares real-life experience at Hubspot

(17:40) How important is chat on the website?

(19:16) The best chat experience – Automation/AI Enabled Chat

(20:12) Kieran thinks something magical in AI

(22:50) Kipp discusses the first principle of marketing

(24:40) The rise of sales and marketing automation with AI

(26:51) As AI develops over the next 5 to 10 years

(28:18) There’s real value in integrating AI into chat, emails, etc.

(29:00) Conversion optimization; facilitating vs. distracting

(30:15) Kipp’s long-term optimism about AI: “Please launch Foundry!”

(30:55) Outro

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

YouTube: https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg

Twitter: https://twitter.com/matgpod

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

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

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

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 The HubSpot Podcast Network // Produced by Darren Clarke.

Timeless Marketing Advice from Seth Godin Mar 07, 2023

Show notes

Authenticity is overrated.

Kipp and Kieran break down Seth Godin’s timeless advice on marketing. Learn why marketing has to be emotional (not logical), why you shouldn’t be authentic, why failure needs to be an option to succeed, why complexity kills businesses, why you need to be a learn-it-all, and so much more.

Mentions

Seth Godin https://www.sethgodin.com/
The Dip by Seth Godin https://www.amazon.com/Dip-Little-Book-Teaches-Stick/dp/1591841666
HubSpot TV https://blog.hubspot.com/blog/tabid/6307/bid/4932/HubSpot-TV-Make-Content-Creation-Your-Super-Power.aspx

Timestamps

00:00 Favorite Seth quotes

00:15 Hubspot CMO Promotion

00:28 Intro

00:52 Timeless Advice from Seth Godin

01:16 Ads from the 1920’s/Gillette

01:38 Bitmoji

02:00 Using Bitmojis to describe data

02:24 Favorite advice from Seth

02:48 Difference between simple and dumb

03:32 Understanding the narrative

04:22 An important skill to learn

05:11 A meditation?!

06:24 Perfect Analogy

07:29 High Level of trust

07:56 Best Articulation of Marketing

08:22 How things are changing

09:40 Seth’s Arguments: Honest and Authentic

10:52 Positive Emotion

11:14 Failure is not an option

11:41 The best results

12:04 Another kind of thread to pull

12:56 Risk bucket

14:11 Surefire

14:55 Finding Growth

15:37 Get a Fresh Marketing Leader’s perspective

16:00 Kieran’s very controversial sweater

16:55 Know when to quit

18:28 Main argument

19:30 Bigger impact

19:55 Complexity kills businesses

20:10 Marketers make things better

21:04 Market’s job

22:16 Obsession in Learning

22:40 Build a growth mindset

23:05 Innovation

25:33 The #1 thing you hear from people

26:00 Changes

26:30 Hubspot marketing tactics

26:52 People change/Audience change

27:34 Outro

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

YouTube: https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg

Twitter: https://twitter.com/matgpod

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

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

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

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 The HubSpot Podcast Network // Produced by Darren Clarke.

How To Make $700 Million Selling Sparkling Water? Mar 02, 2023

Show notes

How do you differentiate a highly commoditized product?

Kipp and Kieran break down how Liquid Death became a $100M business. Learn how the founders differentiated themselves from the competition, The power of truly understanding your customer, the power of partnering with influencers to double down on their value prop, how to give a highly differentiated brand a real point of view, and more.

Mentions:

Liquid Death https://liquiddeath.com/
Liquid Death’s YouTube channel https://www.youtube.com/@liquiddeath2793
Death Clock II by Liquid Death x Nixon https://www.youtube.com/watch?v=6LVh1GNT4Ok
Martha Stewart x Liquid Death Dismembered Moments Candle https://liquiddeath.com/pages/martha

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

YouTube: https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg

Twitter: https://twitter.com/matgpod

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

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

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

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 The HubSpot Podcast Network // Produced by Darren Clarke.

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