On this episode of the Traction podcast, host Lloyed Lobo of Boast.AI welcomes Kipp Bodnar, CMO at HubSpot.

Today’s most innovative companies will have a media company embedded in them - that’s what Kipp believes. HubSpot, Salesforce, Amex, and Adobe are a few companies that have leveraged this strategy to drive multibillion-dollar outcomes.

Kipp oversees all demand generation activity worldwide, building out the EMEA and APAC marketing teams, and managing HubSpot’s field marketing, localization, strategic partnerships, and social media efforts. He also serves as a marketing advisor for SaaS companies and is the co-author of The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More.

Kipp tells us about HubSpot's experience building a media arm by leveraging education, content, and advocacy to not only drive awareness but also exponential growth and revenue.

Specifically, Kipp discusses:

3:08 - Kipp's backstory

5:05 - Benefits to becoming a media company

10:53 - How a podcast network ties into the bigger picture

12:49 - Driving traffic to new marketing sources

15:43 - What's needed to build a media company?

19:43 - Ensuring your content stays relevant

26:37 - The effort behind building a massive community

30:19 -  Deciding which marketing channel to prioritize

36:19 - Common business models outside of ads

40:51 - How to keep growing your audience

45:49 - Where is the media company strategy headed?

51:13 - How do you prioritize the best ideas and find great marketers?

Learn more at https://tractionconf.io

Connect with Kipp Bodnar: https://www.linkedin.com/in/kippbodnar/

Learn more about HubSpot at https://www.hubspot.com/

This episode is brought to you by:

Each year the U.S. and Canadian governments provide more than $20 billion in R&D tax credits and innovation incentives to fund businesses, but the application process is cumbersome, prone to costly audits, and receiving the money can take as long as 16 months. Boast automates this process enabling companies to get more money faster without the paperwork and audit risk. We don’t get paid until you do! Find out if you qualify today at https://Boast.AI.

Launch Academy is one of the top global tech hubs for international entrepreneurs and a designated organization for Canada's Startup Visa. Since 2012, Launch has worked with more than 6000 entrepreneurs from over 100 countries, of which 300 have grown their startups to Seed and Series A stage and raised over $2 Billion in funding. To learn more about Launch's programs or the Canadian Startup Visa visit https://LaunchAcademy.ca 

Content Allies helps B2B companies build revenue-generating podcasts. We recommend them to any B2B company that is looking to launch or streamline their podcast production. Learn more at ContentAllies.com