How HubSpot Built a 50-Million-Person Media Engine Inside a Software Company with Jonathan Hunt

In this episode of Adspeak by ADWEEK, host Mike Beyman sits down with Jonathan Hunt, VP of Media at HubSpot, to explore how a software company built a global media engine reaching 50 million people every month. Jonathan shares why owning distribution has become a competitive advantage, how HubSpot transformed content into a customer acquisition channel, and why editorial independence is critical when building trusted media brands.

The conversation dives into the shift from traditional CPM thinking to intent-driven measurement, the future of SEO in the age of AI, and why creators, video, and owned audiences are becoming essential marketing investments. Jonathan also explains how marketers can use AI as a creative multiplier while preserving human judgment, originality, and trust.

What You'll Learn:

• How to own your distribution instead of renting it
• Why editorial independence is your competitive moat
• The "quality of impression" framework over quantity metrics
• How to pivot your SEO strategy post-ChatGPT with Answer Engine Optimization
• Why video and creators are the only sustainable content bets
• How to use AI as a force multiplier, not a replacement:

About the Guest:

Jonathan Hunt is VP of Media at HubSpot and Head of The Hustle, where he leads content, audience growth, monetization, and creator strategy across HubSpot’s media ecosystem. A seasoned media and marketing executive, Jonathan has helped build audience-driven brands at companies including Vice Media, Vox Media, National Geographic, and Complex Networks. His work focuses on developing owned-media strategies that prioritize editorial independence, audience trust, and long-term growth over traditional marketing approaches. At HubSpot, he has helped transform content into a powerful customer acquisition engine, leveraging video, newsletters, podcasts, and creator partnerships to reach millions of people worldwide.

Guest Resources:

• Jonathan Hunt on LinkedIn
• HubSpot Website
• Mike Beyman on LinkedIn
• ADWEEK Website

Hosted on Acast. See acast.com/privacy for more information.