"We killed 50% of HubSpot's blog" | Jennifer Lapp, Head of Growth Marketing, LATAM & DACH

HubSpot literally buried traffic as a metric last year. Not because they stopped caring about reach, but because in a world where AI systems deliver answers directly, the old playbook stopped working. My guest today is Jennifer Lapp, Head of Growth Marketing for LATAM and DACH at HubSpot, where she's been rebuilding the growth engine from the ground up. We'll dig into the real experiments she's been running, what's actually working and what isn't, and how she's steering her team through one of the biggest shifts in the marketing space ever. ### What we covered in this episode - Why HubSpot held a literal funeral for traffic as a KPI, and what replaced it: brand presence, AI mentions, citations, and behavioral influence - Operation Everest: how HubSpot killed 50% of its blog content using a Marie Kondo style scorecard tied to ICP fit and revenue quality - The pricing accuracy experiment that moved HubSpot's AI answer accuracy from below 20% to around 80% across all regions - Why AEO is not SEO in new packaging, and where digital PR, classical PR, and SEO start to merge - How HubSpot restructured its growth team from channel ownership to product ownership across Marketing Hub, Sales Hub, Service Hub, and more - Prompt tracking at scale: why 25 well-chosen prompts beat 100 generic ones, and a hint at how many HubSpot actually tracks per language - AI-generated vs AI-assisted content, the revival of personas, and the copyright question most marketers are not asking yet ▶ Let's connect! 🔗 Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Jenny on LinkedIn: https://www.linkedin.com/in/lappjennifer/