How AI Broke Marketing Metrics and What CMOs Must Do Next скачать в хорошем качестве

How AI Broke Marketing Metrics and What CMOs Must Do Next

In this episode of CMOs Unscripted, Season 2, host Lisa Martin sits down with Kipp Bodnar, Chief Marketing Officer of HubSpot, to unpack how AI is fundamentally reshaping modern marketing. Kipp has helped build the modern marketing playbook—from the rise of inbound marketing to the MarTech explosion, to the emergence of RevOps, and now the AI-driven era that’s breaking long-standing KPIs and attribution models. In this candid conversation, Kipp explains why traditional top-of-funnel metrics no longer tell the full story, how conversion quality now outweighs raw traffic, and why CMOs must rethink how success is measured in an AI-first world. Their discussion dives deep into: Why AI has “broken” marketing metrics that marketers relied on for years How personalization at scale is changing funnel shape and performance The growing importance of Answer Engine Optimization (AEO) across tools like ChatGPT and Claude Why attribution is becoming more like brand measurement than direct response How AI is enabling smaller, faster, agent-powered marketing teams Kipp also introduces The LOOP Framework—his four-stage AI adoption model designed to help marketing teams adapt and thrive: Learn: Accelerate market and customer understanding using AI-powered research Operate: Build workflows that blend human insight with AI execution Optimize: Improve conversion rates through contextual personalization Progress: Scale impact with agents, assistants, and iterative learning The episode wraps with a lightning round covering marketing myths, underrated AI use cases CMOs should prioritize now, and which MarTech tools are becoming obsolete in an AI-native stack. If you’re a CMO or senior marketer navigating AI disruption (or aspiring), this episode offers a practical, grounded roadmap for leading through change instead of reacting to it. Watch now on YouTube and subscribe for biweekly conversations with top industry leaders. 🎬 Chapter Timestamps 00:00 – Welcome to CMOs Unscripted 02:42 – The Major Eras of Modern Marketing (Inbound → MarTech → AI) 05:38 – Why RevOps Changed How Marketing Teams Operate 07:21 – What It Takes to Be a Successful Marketer Today 08:49 – Why the Marketing Funnel Has Fundamentally Changed 10:13 – Why ChatGPT Traffic Converts 13x Higher Than Search 11:11 – How AI Is Breaking Traditional Attribution Models 13:01 – Which Marketing KPIs No Longer Work in the AI Era 13:53 – The New Math of Marketing: Channel-Specific Funnels 15:12 – First-Mover Advantage in AI Adoption 16:23 – How HubSpot Drove AI Adoption Culturally 18:01 – Introducing the LOOP Framework for AI Marketing 19:14 – LEARN: Using AI for Faster Market & Buyer Insight 20:38 – EXPRESS: Differentiation in a World of AI Content 21:58 – TAILOR: Personalization at Scale with AI 23:16 – OPERATE: How AI Is Reshaping Marketing Teams 24:54 – Why AI Change Is Creating Stress for Marketers 26:06 – The Biggest Marketing Myth of the Last Decade 26:56 – The Most Underrated AI Use Case for CMOs (AEO) 27:52 – Which MarTech Tools CMOs Should Cut First 28:40 – The Habit That Made Kipp a Better Leader 30:26 – What Excites Kipp Most About AI in 2026 32:07 – Final Thoughts & Episode Wrap-Up #CMOsUnscripted, #MarketingLeadership, #AIinMarketing, #CMO, #marketingmetrics, #Hubspot, #AEO, #RevOps