From Inbound to Loop: HubSpot's New Bet on the Future of Marketing (Kipp Bodnar - CMO @Hubspot)

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Kipp Bodnar has been running marketing at HubSpot for 15 years. He helped coin inbound marketing and now he's the one saying it's no longer enough.

In this episode, Kipp and Jordan unpack what comes next: Loop, the four-step framework he co-wrote with Kieran Flanagan for marketing in the post-AI world. They go deep on how HubSpot lost 140 million blog visits in a year and what they did about it, why differentiation has shifted back from tactics to story, and how to think about the transition from SEO to Answer Engine Optimization.

Kipp also pulls back the curtain on HubSpot's agent-first repositioning, outcome-based pricing, and what it means to navigate all of that as a public company with Wall Street watching.

He closes with the sharpest line of the episode: the best way to lose your board's trust in 2026 is to show up with the same plan you had last year.

→ What Loop marketing is and why inbound alone no longer works
→ How HubSpot rebuilt its content strategy after losing 140M visits
→ From SEO to AEO: what changes, what stays the same
→ Creator-led growth: how to find on-screen talent when no one wants to show up
→ What an agent-first company actually means at HubSpot's scale
→ Outcome-based pricing: how HubSpot thought about it and where it breaks down
→ What makes a great CMO: run your team like Sequoia

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WHERE TO FIND KIPP: https://www.linkedin.com/in/kippbodnar/

WORK WITH HUBSPOT: https://www.hubspot.com/

WHERE TO FIND JORDAN: https://www.linkedin.com/in/jordanchenevier/

WORK WITH BULLDOZER: https://bulldozer-collective.com/

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WHAT IS BULLDOZER?

Bulldozer maximizes marketing & sales performance for SMBs and Scale-Ups across their entire funnel. Our hybrid agency/collective model gives us access to the best talent on the market and allows us to act on every performance lever for our clients (Outbound, Paid, SEO, ABM, RevOps, Data…). In 4 years, our strong social media presence, talent pool, and 360° vision of growth have fueled rapid growth and attracted 250+ clients (Aircall, Qonto, Doctolib, Hexa…).

Our ambition for the years ahead is bold: design and operate world-class growth strategies and become a global leader on the topic by 2030.

To work with us 👉 https://bulldozer-collective.com/

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TIMECODE

00:00 Introduction

02:12 What is Loop marketing and why inbound alone no longer works

08:44 How HubSpot rebuilt after losing 140 million visits

10:32 Why differentiation has shifted back from tactics to story

23:14 From SEO to AEO: how to show up across ChatGPT, Perplexity, Gemini

25:05 Creator-led growth: finding on-screen talent when no one wants to show up

32:25 What agent-first actually means at HubSpot today

46:53 What makes a great CMO

51:21 The best way to lose your board's trust in 2026

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