The Rebooting Show Inside HubSpot's go-direct media playbook
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Apr 29, 2025 Kyle Denhoff, Head of Audience Development for HubSpot Media, dives into HubSpot's innovative media operations. He discusses how inbound marketing has transformed into a full-fledged media business, emphasizing editorial independence and long-term audience relationships. The conversation highlights the shift from traditional marketing to sustainable, audience-first strategies. Denhoff also addresses the evolving media landscape, the growing importance of partnerships with creators, and the future of B2B events in fostering genuine connections.
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Balancing Editorial and Business Goals
- HubSpot Media blends editorial independence with business goals to build strong audience relationships.
- This balance allows them to produce valuable content that eventually drives demand without hurting trust.
Separate Editorial from Monetization
- Keep editorial teams focused on media metrics like open rates and engagement instead of direct lead generation.
- Monetization teams then work strategically to convert audience interest into business leads over time.
My First Million's Growth Story
- My First Million podcast grew fourfold since joining HubSpot and expanded into YouTube.
- HubSpot invests in events and value-added content to deepen audience engagement beyond the podcast.