HubSpot’s Senior Director of Global Growth on Embracing AI, Diversifying Beyond Search, and Reviving ‘Dead’ Marketing Channels
“Just GPT it” is all the rage right now. (Okay, okay. It hasn’t caught on just yet . But my Uber driver said it, and I hope it sticks.) But our marketing leader this week isn’t sweating it. She doesn’t think SEO is going anywhere. “I remember when people were saying up to 50% of queries were going to be handled by voice assistants. The SEO industry was in a tizzy over it,” she told me with a laugh. “And the only thing I ask my Alexa for is the weather. So I wouldn’t write [Google] off.” She’s also HubSpot’s senior director of global growth, so I’ll take her word over my Uber driver’s . Lesson 1: Go non-monogamous with Google. The HubSpot Blog team has been running on Google fumes for years, and we’ve racked up millions of views in organic traffic based on high-intent searches. It’s also how we attracted many of our current customers. Aja Frost, who started on the Blog team in 2017 (back when “SEO strategy” was based on our own personal whims that day...