HubSpot’s Global Growth Director on AI and Reviving Marketing Channels

The current buzzword in marketing is all about ACE-ing it with AI, thanks to HubSpot’s senior director of global growth. From exploring AI’s potential to diversifying marketing channels beyond search engines and revitalizing so-called obsolete marketing strategies, her insights are enlightening.

“Sure, AI hasn’t taken over completely,” she remarks, “but I’m not worried about SEO fading away.” Reflecting on past trends like the prediction that 50% of searches would be voice-activated, she emphasizes that while new technology often causes temporary panic, it doesn’t always become a permanent fix.

As someone leading global growth at HubSpot, she has valuable insights that go beyond casual conversations about AI’s impact on SEO.

Rethink Search Dependency: Diversifying Marketing Efforts

HubSpot’s marketing approach has largely relied on Google search for organic reach. However, as AI-driven changes loom, diversifying beyond Google is becoming essential. Aja Frost, part of HubSpot since 2017, recognizes the potential in channels like YouTube and micro-apps. She suggests marketers explore alternatives such as Substack or partner with content creators. According to Frost, while Google remains important, it’s beneficial to diversify your strategy beyond this single platform.

Embracing Changes: Shifting Perspectives on SEO and AI

When questioned about AI’s influence on SEO’s future, Frost shared her enthusiasm. She believes AI’s rise could lead to a more cooperative relationship between marketers and search engines. Instead of obsessing over algorithms, marketers could develop sustainable partnerships with search engines, leveraging AI’s capabilities to enhance content strategy.

Ultimately, Frost believes these shifts could usher in a more innovative, competitive landscape, allowing marketers to focus on content quality rather than algorithm mechanics.

Reviving Marketing Channels: The Misconception of Obsolescence

A common mistake is declaring a marketing channel “dead” simply because it’s less popular. Frost contends that there’s potential in every medium if leveraged correctly. Although it doesn’t mean blindly investing in every channel, it does endorse exploring old avenues with fresh strategies.

Prioritizing Expertise: Leveraging Human Insight in Digital Marketing

In an era where AI can answer basic queries, the human touch becomes invaluable for complex subjects. For instance, when questioning the benefits of something intricate like LED light therapy, individuals still prefer expert opinions.

Frost stresses the importance of showcasing expertise—Google’s new E-E-A-T rankings favor content with demonstrated proficiency. She advises marketers to prominently exhibit their expertise within content, ensuring both search engines and readers recognize their value.

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