What if your most valuable future customers are discovering solutions in a place your current attribution models can't even see?
Agility requires not just adapting to new channels, but completely rethinking how we measure discovery and value when the customer journey starts with a conversation with an AI.
Today, we're going to talk about:
- How the shift from keyword-based search to conversational AI is creating a new discipline: Answer Engine Optimization.
- Why your current team structure might be the biggest obstacle to winning in the AI era, and how to reorganize talent and process for this new reality.
- The critical role of unified customer data in influencing AI-driven recommendations and why it’s becoming the ultimate competitive advantage.
To help me discuss this topic, I'd like to welcome, Kipp Bodnar, Chief Marketing Officer at HubSpot.
About Kipp Bodnar
As CMO of HubSpot, Kipp leads global marketing strategy to drive awareness and demand across a rapidly evolving product suite. He previously served as VP of Marketing, scaling international teams and overseeing demand gen, strategic partnerships, and social media. He’s also a marketing advisor to several SaaS companies, co-author of The B2B Social Media Book, and a respected speaker and blogger.
Kipp Bodnar on LinkedIn: https://www.linkedin.com/in/kippbodnar/
---------- Resources ----------
HubSpot website: https://www.hubspot.com/
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