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

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: LinkedInEnjoying the show? Leave a 5-star review on Apple or Spotify, then email [email protected] or [email protected] with a screenshot and a question — we'll answer it on the show.