HubSpot Spent $100M on Creators — Here's Why (With Jonathan Hunt VP of HubSpot Media & Head of The Hustle)
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Episode Description
Jonathan Hunt (VP of HubSpot Media) joins Matt and Kolby to talk about how HubSpot built a 50M-reach owned-media network, the four-part test they run on every acquisition (Hustle, Mindstream, Starter Story, Futurepedia), and why they killed every audio-only podcast on the network.
Timestamps:
- 00:00 Intro
- 03:33 Why HubSpot Buys Media Companies
- 04:45 What HubSpot Media Actually Is (65 People, 3 Pillars)
- 07:15 The Editorial Thesis Behind Every Acquisition
- 12:26 The HubSpot Acquisition Test: 4 Criteria
- 14:53 Inside HubSpot's 150-Creator Program
- 22:24 Co-Creating Brands With Creators
- 25:06 Why HubSpot Went YouTube First
- 30:41 The Ad Fatigue Problem (And How They Solved It)
- 33:01 Scott Galloway and the Native Lead Magnet Play
- 36:15 How HubSpot Reinvests Profits Into Growth
- 39:46 Minority Report-Level Attribution
- 42:00 Why HubSpot Killed Audio-Only Podcasts
- 43:12 Reactions: Puck, TBPN, Sherwood, A16Z
- 51:31 Why HubSpot Won't Launch a Net-New Live Show
- 53:47 Where to Find Jonathan
📌 Resources:
🔗 Connect with Jonathan:
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