Creativity, Calm, and AI: How HubSpot’s Head of Audience Creation Breaks the Advertising and Marketing Mold

It’s been an exciting year for the entire world of promotion and advertising. Trends in artificial intelligence and reliable changes in Google’s algorithm have once again turned the industry upside down.

And as the advertising and promotion industry continues to evolve in unexpected ways, marketers like Dréa Hudson, Head of Audience Creation and Distribution at HubSpot, can’t seem to keep up with the changes, or distance themselves enough from the field to be on the next wave.

So, these days, we’ll be picking apart Hudson’s thoughts to inform how marketers can win and stand out in the ever-changing world of promotion and advertising. We can learn why keeping calm is her superpower, how she promises that artificial intelligence works for her, and why great ideas will always have to be broken down into superior ones.

What Marketers Can Learn From HubSpot’s Head of Audience Building and Distribution

1. Leverage YouTube in your methodology.

In line with Nielsen, YouTube has led the streaming time chart for 17 consecutive months in July. YouTube is also a major video sharing platform on this planet and the second largest social media platform on this planet, with over 2.7 billion viewers.

It’s no surprise, then, that Hudson says marketers will need to turn to YouTube to increase their producers’ visibility, especially as tried-and-true channels like Google have become riskier over the past year.

“Marketers will actually have to look at it to hone their YouTube skills,” he says. “It doesn’t always have to be keyword-based and search-based, either. YouTube is very good at figuring out which movies should get through based on a bunch of things, like low watch time and content norms. YouTube is a platform that will be really useful for any marketer who wants to stay ahead of the curve..”

2. Be proud of AI.

“We’re in the midst of a modern era right now,” he says. “Instead of being afraid, it’s time to get smart and upskill in the case of how you can actually attract new customers or use logo awareness.”

One of the skills that marketers will absolutely need to hone is their expertise in artificial intelligence.

“If you’re a marketer these days and you don’t even seem to be committed to playing with an AI device for an hour a day, you might be doing yourself a disservice.,” explains Hudson.

Hudson recommends setting aside time in your calendar to fill your space with a tool that helps you find what intimidates you.

“There’s nothing wrong with trying something and trying something,” he says. “And the more they hire you, the better you’ll be able to be. I think people are always afraid that AI will take over their job, but at the end of the day, AI won’t change you as a human being.”

He follows his own personal advice and has even created his own GPT that incorporates his love of music and pop culture.

“It’s called “You Got This” and it can be a GPT that talks to you mainly like this: [record producer] Rick Rubin offers motivational advice or recommendations on one of the simplest ways to overcome difficult scenarios at any time of the day.”

3. Follow your instincts and look at the data.

Hudson stands out in his field for his use of pushing boundaries and avoiding simply copying and pasting from other ideas. And considered one of his greatest superpowers is his instinct.

“I think my natural instinct is to go with my gut first, which is what some marketers would advise,” she explains, “but I’m very data-driven, so if someone tells me there’s a problem with promotion and advertising, my ideas go into creative overdrive, intrigued by similar campaigns I’ve seen in the market or, probably, campaigns I’ve wanted to do.”

From there, Hudson says he considers the ideas he has and asks himself what actually falls within his scope.

Also, give yourself and your team room to be informed by the data, not simply driven by it. Hudson explains that different people can come to different conclusions when looking at similar data, so give yourself room to experiment and apply your instincts about what the ideas might suggest.

“I think it can be a mix of pushing the envelope, but also taking the ideas that you have and using them to your advantage and achieve your goals,” she says.No idea is a distinctive idea. If you think your idea is the most efficient, try to damage that idea and invent a better one. And try that.”

4. Keep calm even in times of chaos.

Hudson is the queen of cool. Her sense of cool no longer extends just to her taste in music and pop culture; it also shows in her behavior.

“My ability to stay calm in the midst of chaos and my ability to put people first in everything I do are my secret weapon.“, he says. “As marketers, we’re under a lot of energy, and it can be easy to get overwhelmed by using results and goals. Alternatively, for people who focus on the people you might be working with, it’s just easier.”

Hudson says he always considers the people who are part of the tasks he covers, and one of the easiest ways to improve is to make it easier for them to do their artistic work. So when you feel bogged down by using points in time, consider keeping calm and focusing on your team of workers to believe in solutions that could help them achieve their goals.

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