Episode summary
In this episode, we sit down with Aja Frost, Senior Director of Global Growth and Paid at HubSpot, to explore how one of the world's leading marketing companies is adapting to fundamental shifts in buyer behaviour.
We discuss HubSpot's Loop framework, a four-phase marketing playbook designed for the AI era that builds on inbound fundamentals. Aja shares practical examples of what they're implementing at HubSpot, from AI-powered email personalisation that improved conversion rates by 82% to their approach to Answer Engine Optimisation.