In this episode Kieran Krohn sits down with Scott Brinker, VP of Platform Ecosystem at HubSpot and the “godfather of martech.” Scott shares why AI agents are the biggest shift in marketing since the internet, and how they’re reshaping the way companies create, sell, and serve customers.

From data strategy to customer service automation, Scott unpacks the real-world applications of AI agents, how businesses can prepare for the rise of “buyer agents”, and why adaptability is now the ultimate competitive advantage.Key Takeaways:AI agents mark the biggest marketing shift since the internet Content still matters, visibility has simply moved up the funnelBusinesses must adapt to how LLMs and buyer agents consume dataThe best companies will use AI to turn unstructured data into insightGovernance and real-time data enrichment are now criticalMarketing efficiency gains should be reinvested into creativity and experimentationFuture marketers will need to market to AI agents, not just humansChapters:00:00 – Teaser01:22 – Why AI Is a General Purpose Technology03:38 – The Death (and Rebirth) of Content Marketing06:41 – Shifts in Search, YouTube, and Community Platforms08:30 – AI Tools vs. AI Agents Explained11:47 – The Rise of Customer Service Agents13:36 – Data Quality and Why It Matters More Than Ever16:16 – Organising and Governing Company Data18:59 – Always-On CRMs and Dynamic Data Enrichment22:07 – Structuring Conversational Data for Insight24:15 – AI’s Impact on Marketing Teams and Efficiency27:42 – Reinvesting Efficiency Gains for Growth31:20 – The Rise of Buyer Agents34:30 – Where to Start with AI Agents36:08 – Building a Culture of ExperimentationVALUABLE RESOURCESGrade your website’s performance to find conversion opportunities & generate more qualified leads: https://scalestation.io/free-website-graderABOUT KIERANKieran Krohn is a renowned GTM professional, entrepreneur, investor and business growth expert.His background is growing and scaling HubSpot’s business in Australia and New Zealand by developing their partner ecosystem. Over the last decade, he has held a number of roles in channel and direct sales as well as leadership where he built a high performing sales team. He has been awarded key accolades as the top performer 4x in the region and achieved Presidents Club 7x consecutively. His mission is to help business founders achieve the freedom they set out to when they left the corporate world, and build valuable businesses that will create financial certainty for generations to come.Connect with Kieran on LinkedIn: https://www.linkedin.com/in/kierankrohn/AI agents, marketing technology, HubSpot, data strategy, automation, buyer agents, martech, content strategy, CRM, business growth#AIinMarketing #GrowthUnlocked #ScottBrinker #HubSpot #MarTech #BusinessGrowth #MarketingStrategy#Podcast #Businessmodel