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AI Agents Will Kill Marketing As We Know It — Here’s What the Future Actually Looks Like

ai-hidden, Artificial Intelligence
April 8, 2025/by
AI Agents Will Kill Marketing As We Know It — Here’s What the Future Actually Looks Like Picture this: consumers no longer see ads, compare software options, or visit websites to research products. Instead, AI agents handle it all — silently evaluating options, filtering choices, and making purchases on their behalf. This isn‘t science fiction. According to Perplexity founder Aravind Srinivas, this shift is already underway, gradually transforming marketing as we know it. His vision reveals a fundamental disruption that businesses can’t afford to ignore. Think about it: If search disappears, how do companies stay visible? If AI agents filter choices based on data, does brand messaging still matter? And if humans aren’t making the decisions, who are we even marketing to? In a recent episode of Marketing Against the Grain, I break down what AI agents are, how they’re disrupting marketing and advertising, and what brands should do to stay ahead. I’ll also share three key predictions about the future of AI agents — and what businesses need to do now to prepare. Let’s dive in. What are AI agents, and why do they matter? AI agents represent the next generation of advanced digital assistants — sophisticated systems that not only respond to queries but actively make decisions and execute tasks on behalf of users. Rather than spending hours manually searching, comparing options, or evaluating choices, consumers simply delegate these tasks to AI. As a result, humans are no longer the ones clicking ads, consuming content, or...
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Reddit’s Growth Advisor on Finding Your Vertical-Specific SEO Strategy

Uncategorized
April 7, 2025/by
Reddit's Growth Advisor on Finding Your Vertical-Specific SEO Strategy Once upon a time, SEO was just SEO. (Cue Mr. Incredible meme.) Whether you were a billion-dollar national brand or a teen with a Spice Girls Tumblr, you played the same game: Trying to get your page in those ten blue links. Now, two marketers might not even be playing the SEO game on the same field, let alone with the same rules. So how do they hope to win? If you’re in SEO, today’s master needs no introduction. If you’re not, all you need to know is that he’s done SEO for more big brands than you have fingers to count them. Kevin Indig Growth Advisor for Hims, Toast, Reddit, Dropbox & more Claim to fame: Doubling organic traffic at G2, growing Shopify's traffic by over 75% in 12 months, or standing up Ramp's organic traffic. Of course, for any of those accomplishments, Kevin acknowledges he can't take credit alone but gives it to a whole team of talented people. Fun Fact: He used to be a club DJ in a former life and played gigs in front of thousands of people. He also competed in powerlifting and weightlifting competitions. Lesson 1: Find your vertical-specific strategy. These days, the type of search you perform can lead to a very different experience. A product search might bring you to Google Shopping, while an informational search brings up an AI Overview. That is, if...
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AI with Agency: How Autonomous Agents Solve Business Problems & Improve Customer Experience

ai-hidden, Artificial Intelligence
April 7, 2025/by
AI with Agency: How Autonomous Agents Solve Business Problems & Improve Customer Experience When you hear the word agent, what do you think of? A real estate agent, an insurance agent, or even an FBI agent? Far beyond an assistant following rote instructions, an agent has the power and ability to make things happen on your behalf. Wouldn’t it be great if we had technology that could carry out independent tasks and take work off your plate? Autonomous agents are rapidly becoming a reality, capable of completing tasks for humans ranging from mundane to complex. In 2024, just 1% of software included autonomous agents, but by 2028, that number may rise to 33%. In this post, I explore what autonomous agents are, what they can do for you and your customers, and how to implement one at your organization. Table of Contents What is an autonomous agent? How can autonomous agents help? Autonomous Agents vs. AI Agents How Autonomous Agents Work Types of Autonomous Agents Autonomous Agent Example Use Cases How to Implement Autonomous Agents For Your Team What is an autonomous agent? An autonomous agent is an AI-powered system designed to complete tasks and make decisions independently to reach a goal. Autonomous agents are a subset of agentic AI, a type of artificial intelligence that learns from interactions and stimuli, makes decisions, and adapts to its...
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Did HubSpot Really Lose 80% of Blog Traffic? Here’s What Actually Happened — and What It Means for Marketers

Uncategorized
April 7, 2025/by
Did HubSpot Really Lose 80% of Blog Traffic? Here’s What Actually Happened — and What It Means for Marketers Earlier this year, HubSpot went viral — and not exactly in a good way. A few companies posted data suggesting that we had lost 80% of our blog traffic. Overnight, the news was all over X and LinkedIn. As marketers ourselves, we know better than anyone that hot takes drive clicks. But, what actually happened to our traffic? Have we really reached the end of SEO as we know it? And is this really the downfall of HubSpot’s core strategy? As one of the people who built HubSpot’s SEO strategy from the ground up, I’d like to think I can offer a bit more of a nuanced perspective. And while I’d never begrudge our fellow content creators jumping aboard the latest hot take bandwagon, in this case, I’d argue that the reality is a bit more complex than social media might have you think. That’s why I wrote this post: Not just to set the record straight (spoilers: no, the end of HubSpot is not nigh) but also to help marketers understand the very real challenges that today’s AI-powered search ecosystem poses. I’ll also share the steps marketers can take to meet those challenges and come out ahead. What Actually Happened to HubSpot’s Traffic Let’s start with what actually happened. There are three important pieces to the traffic puzzle that the clickbait headlines and apocalyptic posts have (by and...
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These Roadblocks Prevent AI Adoption — HubSpot’s Senior Director of Global Growth Shares How Champions Can Conquer the Challenge

ai-hidden, Artificial Intelligence
April 5, 2025/by
These Roadblocks Prevent AI Adoption — HubSpot’s Senior Director of Global Growth Shares How Champions Can Conquer the Challenge Over the last year, I’ve seen AI tools like Claude and ChatGPT transform from cool tech novelties into total game-changers. These technologies are no longer nice-to-haves — they’re critical for any organization looking to stay competitive. Of course, implementing new AI-powered tools is often easier said than done. In this article, I’ll share some common roadblocks, including a few I’ve encountered as HubSpot’s senior director of global growth. Then, I’ll share some tips and tricks for becoming an AI champion on your marketing team. By the end of this post, you’ll have the tools you need to drive effective AI adoption across your organization. Let’s dive in. Table of Contents Common Roadblocks to Implementing AI How to Drive Lasting AI Adoption Become Your Team’s AI Champion Common Roadblocks to Implementing AI In my experience, AI implementation requires buy-in at every level — from executives who need to sign off on tools to the individual contributors who actually use AI tools. So, to drive adoption, you need to address a wide range of concerns. Here are the most common I’ve heard. Decision-makers are excited about AI but have yet to unlock its productivity potential. Many people may see AI tools as fun new toys but struggle to recognize their potential as useful productivity tools. As a result, I’ve seen teams get excited to...
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What is User-generated Content (UGC)? Essentials for a Soaring Strategy

User-Generated Content
April 2, 2025/by
What is User-generated Content (UGC)? Essentials for a Soaring Strategy My personal social media is full of four main things: family, friends, food, and UGC. And as I type this, I hear the former saying, “Uh, what is UGC?” For over a decade, I’ve been creating social media content for brands, usually in exchange for complimentary products, ranging from skincare and makeup to spicy snacks and even water pitchers. This is an example of UGC or user-generated content, which can be an extremely valuable strategy for businesses of all kinds. Don’t believe me? In the 2025 State of Marketing, user-generated content was named one of the top three areas marketers plan on increasing their investment this year. Let’s dive into why and how you can use it to your advantage. Table of Contents What does UGC mean? Benefits of UGC UGC Strategy Examples of UGC What does UGC mean? User-generated content (UGC) is content originally created by customers about a specific brand or product that is then used for marketing purposes. This content can take any form (image, video, review, testimonial, etc.) and appear on a variety of platforms, though social media is the most common today. It’s usually not something brands pay for, but with the rise of content creators and influencers and the proven effectiveness of UGC, this isn’t always the case anymore. Types of UGC in Marketing Social Media My...
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How TikTok, Canva, & Other Top Marketing Teams Outperform the Rest [New Data]

Uncategorized
April 1, 2025/by
How TikTok, Canva, & Other Top Marketing Teams Outperform the Rest Imagine trying to describe a giraffe to someone whose never seen one. Maybe I'd say something like this: “Well, it has brown patches that look a little like puzzle pieces; a long, 6-foot-tall neck, and skinny legs.” This description is close enough, sure, but it doesn't quite capture the sensation of seeing one in real life. Which is how I feel about high-performing marketing teams: Hard to describe, but easy to spot. The best way to improve, in any sport or category, is by learning from the best. So I‘ve uncovered the seven surprising ways top-performing marketing teams are winning in 2025, based on HubSpot’s 2025 State of Marketing report — and why others are missing the mark. Plus, keep reading to hear from marketers at TikTok and Canva at how they incorporate these lessons into their own workflow. 1. High-performing teams will focus on value-aligned brand content. In 2024, roughly 40% of marketers focused on their customer's experience with their brand. This year, they're doubling down on these efforts, with almost one-fourth of marketers investing in content that reflects their brand values. Why? Because we've seen younger audiences in particular prefer value-driven marketing — and many marketers are more interested than ever in reaching Gen Z and Millennial consumers. Consider Patagonia's “Unfashionable” ad, which launched in April 2024. The video goes against typical marketing best practices by actively asking consumers to stop buying so much...
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10 Excellent Examples of Video Marketing on Facebook

Video Marketing
March 27, 2025/by
10 Excellent Examples of Video Marketing on Facebook For my company’s video marketing campaigns, Facebook is a natural choice. As the second-most widely used social media, the company inspires confidence and excels in audience targeting, reach, and cost efficiency. However, it does take some strategy to make sure your videos land. A quality video marketing campaign on Facebook can strengthen your brand and increase your customer base. Though the steps are simple, running marketing videos on Facebook has many moving parts to consider. And most importantly, your videos should appeal to your audience, so you need to create video content that is engaging, emotional, and entertaining. Check out these lists I put together of best practices and top industry examples to get your creative juices flowing. Table of Contents Best Practices for Facebook Video Marketing 10 Excellent Examples of Video Marketing on Facebook Best Practices for Facebook Video Marketing 1. Gather trends to inform your video marketing plan. There are two areas I recommend you focus on. First, read up on current video marketing trends to help you understand audience behavior and preferences. You want to know when and how your target demographic uses Facebook and which types of videos they are most likely to respond to. Second, your campaign may include both native videos (like Facebook Live, reels, posts, and stories) as well as paid video ad campaigns. Pro tip: If your budget allows for a...
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