Creativity, Calm, and AI: How HubSpot's Head of Audience Development Breaks the Marketing Mold

It's been an interesting year in the marketing world. Advancements in AI and constant changes in Google's algorithm have all but turned the industry on its head.

And as the marketing industry continues to evolve rapidly, marketers like HubSpot's Head of Audience Development and Distribution, Dréa Hudson, are not only keeping up with the changing tides but also thinking far enough outside the box to be on the next wave.

So today, we're going to pick Hudson's brain to learn how marketers can win and stand out in the ever-shifting marketing world. We'll explore why keeping calm is her superpower, how she ensures AI works for her, and why good ideas should always be broken down in favor of better ones. 

What Marketers Can Learn from HubSpot's Head of Audience Development and Distribution

1. Leverage YouTube in your strategy.

According to Nielsen, YouTube topped the list for streaming time for 17 consecutive months in July. YouTube is also the biggest video-sharing platform in the world and the second largest social media platform in the world, with over 2.7 billion users.

So it's no wonder Hudson says marketers should look to YouTube to increase visibility for their brands, especially since formerly tried-and-true channels like Google have become more volatile over the last year.

"Marketers should really be looking to sharpen their skillsets on YouTube," she says. "It doesn't always have to be keyword and search-based, either. YouTube is very good at understanding what videos should surface based on a few different things, like average view duration and the quality of the content. YouTube is a platform that is going to be super beneficial for any marketer looking to stay in the game."

2. Get comfortable with AI.

"We're in the middle of a revolutionary period right now," she says. "Instead of being afraid, it's time to get smart and level up your skillset when it comes to how you're actually bringing in new customers or driving brand awareness."

One skill marketers should absolutely hone is their proficiency in AI.

"If you're a marketer today, and you are not at least playing around with AI tools for an hour a day, you're doing yourself a disservice," Hudson explains.

Hudson recommends blocking off time in your calendar to play around with a tool you find the most intimidating.

"There's nothing wrong with testing something out and trying something," she says. "And the more you work with it, the better off you'll be. I think people are always afraid of AI taking their job, but at the end of the day, AI is not going to be able to replace you as a human."

She takes her own advice, even creating her own GPT that incorporates her love for music and pop culture.

"It's called 'You Got This,' and it's a GPT that basically talks to you in the form of [record producer] Rick Rubin and gives motivational advice or recommendations on how to get through challenges throughout your day."

3. Follow your instincts and look at the data.

Hudson stands out in her field by pushing boundaries and avoiding just copying and pasting from other ideas. And one of her biggest superpowers is her instinct.

"I think my natural disposition is to first go off instinct, which some marketers would advise against" she explains, "but I am very data-driven, so if someone presents me with a marketing challenge, my mind will immediately go into creative overdrive thinking about similar campaigns I've seen out there, or maybe campaigns that I've been wanting to do."

From there, Hudson says she considers the data she has and asks what is actually within her scope.

She also leaves room for her and her team to be data-informed and not just data-driven. Hudson explains that different people can come to different conclusions while looking at the same data, so give yourself room to experiment and follow your instincts about what the data could mean.

"I think it's a combination of pushing the boundaries, but also taking the data that you have and leveraging it to your advantage to hit your goals," she says. "No idea is an original idea. If you think your idea is the best idea, try to break that idea and come up with an even better one. And try that one."

4. Keep calm in the midst of chaos.

Hudson is the queen of cool. Her sense of cool doesn't just extend to her tastes in music and pop culture; it also shows in her demeanor.

"My ability to stay calm during chaos and my ability to be 'people-first' in everything I do is my secret weapon," she says. "As marketers, we're under a lot of pressure, and it can be easy to get overwhelmed by the deliverables and goals. But if you focus on the people you're working with, it's just easier."

Hudson says she's always thinking of the people who are a part of the projects she's leading and how to best make it easier for them to do their work. So, when you're feeling bogged down by deadlines, remember to keep calm and hone in on your team to think of solutions that will help them reach their goals.