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:

Mindstream
Starter Story
Futurepedia
HubSpot Creator Program

🔗 Connect with Jonathan:

LinkedIn

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HubSpot Spent $100M on Creators — Here's Why (With Jonathan Hunt VP of HubSpot Media & Head of The Hustle)

New Media

HubSpot Spent $100M on Creators — Here's Why (With Jonathan Hunt VP of HubSpot Media & Head of The Hustle)