Marketing Against The Grain

Paid Ads Rebuild: 3 Workflows + 8 Prompts to Fix What AI Broke: https://clickhubspot.com/jgvk

Ep. 442

50% of Google searches now result in zero clicks, how does that affect your 2027 ad budget?

Kipp dives into how AI has completely disrupted the paid ads landscape, changing where you should spend your marketing dollars and what those ads actually cost. Learn more on which ad channels have become more expensive, where you can still find underpriced opportunities like YouTube Shorts, and why most 2027 marketing budgets are already broken if they don’t account for these rapid changes.

Mentions

Loop: Outlearn. Outmarket. Outgrow https://www.hubspot.com/loop-marketing-book

HeyGen https://app.heygen.com/

Captions https://captions.ai/

Canva https://www.canva.com/

Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt

Resource

[Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip

We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed

YouTube: ​​https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg

Twitter: https://twitter.com/matgpod

TikTok: https://www.tiktok.com/@marketingatg

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934

We really appreciate your support.

Host Links:

Kipp Bodnar, https://twitter.com/kippbodnar

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by Hubspot Media // Produced by Darren Clarke.

Map your media spend with our full-funnel audit template: https://clickhubspot.com/ckev

Ep. 441

Distribution is undefeated—and if you’re not building systems to measure real sales impact, you don’t have a business.

Kipp and guest Benoit Vatere (Liquid Death’s Chief Media and Digital Commerce Officer) dive into the untold story of Liquid Death’s explosive growth, and the critical role of full-funnel marketing systems behind the brand. Learn more on how to measure incrementality instead of just chasing ROAS, why big home-run tests matter more than small optimizations, and the approach to creative and channel strategy that actually builds both brand and revenue.

Mentions

Benoit Vatere https://www.linkedin.com/in/benoitvatere

Liquid Death https://liquiddeath.com/

Loop: Outlearn. Outmarket. Outgrow https://a.co/d/08By5k2w

Mike Cessario https://www.linkedin.com/in/mikecessario

Landman https://www.paramountplus.com/shows/landman/

Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt

Resource

[Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip

We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed

YouTube: ​​https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg

Twitter: https://twitter.com/matgpod

TikTok: https://www.tiktok.com/@matgpod

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Host Links:

Kipp Bodnar, https://twitter.com/kippbodnar

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by Hubspot Media // Produced by Darren Clarke.

Weekly AI Content Ideation System: https://clickhubspot.com/rtjed

Ep. 440

Are you still stuck regurgitating the same content ideas that everyone else is using?

Kieran dives into the secrets behind building a world-class AI content ideation system that delivers fresh, high-impact ideas every time. Learn more on mapping proven content patterns to your platforms, crafting rich audience profiles (that go beyond basic ICPs), and building a personal content queue to keep your creativity flowing—all while making AI your creative superpower, not a shortcut.

Mentions

Loop: Outlearn. Outmarket. Outgrow https://a.co/d/08By5k2w

Claude https://claude.ai/

ChatGPT https://chatgpt.com/

Substack https://substack.com/

Atomic Habits https://jamesclear.com/atomic-habits

Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt

Resource

[Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip

We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed

YouTube: ​​https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg

Twitter: https://twitter.com/matgpod

TikTok: https://www.tiktok.com/@matgpod

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Host Links:

Kipp Bodnar, https://twitter.com/kippbodnar

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by Hubspot Media // Produced by Darren Clarke.

Anti-AI Slop Checklist: https://clickhubspot.com/olkw

Ep. 439

Are you just passing AI-generated slop back and forth at work?

Kipp and guest Hilary Gridley (founder of the newsletter Writerbuilder) dive into how teams can escape the AI slop doom loop and leverage artificial intelligence to scale taste, judgment, and high-performance work—not just automate mediocrity. Learn more on the crucial role of clarity and context in AI-powered teams, why leaders must redefine what “good” looks like, and practical tools to set quality bars, create feedback loops, and eliminate sloppy outputs from your team’s workflow.

Mentions

Hilary Gridley https://www.linkedin.com/in/hilarygridley

Loop: Outlearn. Outmarket. Outgrow https://a.co/d/08By5k2w

Writerbuilder https://hils.substack.com/p/writing-is-building-now

Maven https://maven.com/hilary-gridley/ai-powered-people-management

Whoop https://www.whoop.com/

Claude https://claude.ai/

Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt

Resource

[Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip

We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed

YouTube: ​​https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg

Twitter: https://twitter.com/matgpod

TikTok: https://www.tiktok.com/@matgpod

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Host Links:

Kipp Bodnar, https://twitter.com/kippbodnar

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by Hubspot Media // Produced by Darren Clarke.

Free guide + skill: build social carousels in claude cowork: https://clickhubspot.com/dkhc

Ep. 438

How do you differentiate your marketing when everyone else is using the same AI tools?

Kipp and Kieran dive into building next-level marketing systems with AI that actually set you apart, featuring digital growth consultant and educator Grace Leung. Discover why context is king in AI marketing, how to build simple but powerful systems that scale, and the secret to making your brand voice and strategy shine through every asset. Learn more on designing reusable AI workflows, structuring context-rich file systems, and maximizing team collaboration while building a future-proof marketing stack.

Mentions

Loop: Outlearn. Outmarket. Outgrow https://a.co/d/08By5k2w

Grace Leung https://www.youtube.com/@graceleungyl

Claude Cowork https://support.claude.com/en/articles/13345190-get-started-with-claude-cowork

ChatGPT https://chatgpt.com/

Codex https://openai.com/codex/

Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt

Resource

[Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip

We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed

YouTube: ​​https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg

Twitter: https://twitter.com/matgpod

TikTok: https://www.tiktok.com/@matgpod

Thank you for tuning into Marketing Against The Grain!

Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934

If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.

We really appreciate your support.

Host Links:

Kipp Bodnar, https://twitter.com/kippbodnar

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by Hubspot Media // Produced by Darren Clarke.