B2B Content That Sticks-Kieran Flanagan SVP of Marketing at HubSpot (Summer Camp 2025)
What sparks breakout growth in B2B? This conversation-led session lights the match.
Kieran Flanagan, SVP of Marketing at HubSpot, joins Goldcast's Drew Brucker to unpack how world-class brands build momentum before anyone's even looking. They explore the shift from funnel-thinking to mindshare marketing, how HubSpot approaches video, and why AI won't save mediocre content.
If you care about brand building, content strategy, or being the brand people remember before they're ready to buy-this session is mandatory.
✅ You'll learn:
How HubSpot approaches top-of-funnel dominance
The truth about AI content sludge
Tactical frameworks for scaling video
Why "brand is the only moat left" isn't just a saying-it's the strategy
📍Chapters below. Grab your notebook. This one's fire.
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00:00 - Welcome Kieran Flanagan to Summer Camp
01:00 - Why traditional SEO is collapsing
03:00 - From clicks to influence: how the funnel breaks
05:00 - Why influence ≠ education (and why that's harder)
06:00 - Inside HubSpot's shift to personality-led content
07:00 - Creating standout AI content (vs AI sludge)
08:00 - How AI empowers the "ideas person"
10:00 - The most overlooked AI prompt mistake
11:00 - Building audience style guides from internal + external data
13:00 - Deep context = better content: 2 essential documents
15:00 - The rise of AI video (and Kieran's bold prediction)
16:00 - How to reverse engineer any great content using AI
18:00 - Example: Decoding Andrew Chen's viral framework
20:00 - Why video wins trust, attention, and recall
21:00 - The $0 dental ad that blew up a practice
23:00 - The VO3 shift: Google's realistic AI video model
25:00 - Mirage Studio demo: the future of scalable video ads
26:00 - Why video won't replace jobs-it will create content that never existed
28:00 - Tracking mindshare impact when clicks disappear
30:00 - From segment marketing to precision GEO (Generative Engine Optimization)
32:00 - Final takeaways: AI empowers, but taste still wins
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