Liz Moorehead
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What a year it’s been for the HubHeroes Podcast. As I look back on the conversations we’ve had over the past twelve months, I’m blown away by just how much ground we’ve covered. From debating why most attempts to use AI completely miss the mark to unpacking HubSpot’s massive rebrand of the CMS Hub into the Content Hub (and yes, all of the debate that followed), we’ve spent the year diving into the topics that matter most to businesses trying to keep up in an industry that never stops moving.
👉 Check It Out: All Episodes of the HubHeroes Podcast
This year, the team behind the mics grew, and so did the conversations. George, Max, and Devyn brought their signature blend of expertise and personality to every episode—and with Chad joining us as a new host at the end of last year, we’ve had even more fresh perspectives to challenge and expand our thinking.
On top of that, we welcomed incredible guests, from HubSpot insiders to some of the smartest partners and leaders across the industry, who weren’t afraid to dig deep into everything from sales processes to content strategy.
Below, I’ve pulled together some of my favorite episodes from this year. Whether you want to revisit the debate over buyer personas vs. ICPs, hear Chris Stilwell’s take on what makes a sales process unstoppable, or learn why most AI tools aren’t delivering what they promise, there’s something here for everyone.
1. Art + Science of a Sales Process with Chris Stilwell
Chris Stilwell from TSSG delivers an absolute masterclass on what separates a great sales process from a mediocre one. Sales isn’t just about closing deals—it’s about creating a repeatable, scalable framework that ensures every team member knows what to do at every stage of the buyer’s journey. Chris walks us through the foundational elements of an effective sales process, from identifying key decision-makers to building trust and handling objections like a pro.
He also shares some of the common mistakes he’s seen teams make when trying to force change or adopt new methodologies, along with practical tips for avoiding them. Whether you’re leading a small sales team or running an enterprise operation, this episode will challenge you to rethink how your processes are built—and how they can be improved.
2. How HubSpot + Inbound Have Changed in 10 Years
HubSpot and inbound marketing have come a long way in the past decade, and this episode takes a reflective yet forward-thinking look at those changes. We discuss how inbound shifted from a methodology embraced by early adopters to a mainstream strategy that’s now integral to how businesses engage with their audiences. Along the way, we talk about the rise of personalization, the impact of AI, and how the tools and tactics of inbound have evolved to meet the needs of a digital-first world.
💥 Go Deeper: Why Go HubSpot? (Free Ultimate Business Growth Guide)
But it’s not just about looking back; this episode also offers actionable advice for staying competitive in a marketing landscape that never stops changing. If you’re curious about where HubSpot and inbound are headed—or you’re wondering how to position your business for 2024—this conversation will leave you ready to take action.
3. Why Most Attempts to Use AI Completely Fail
The hype around AI is real, but so is the frustration when it doesn’t deliver. In this episode, we pull back the curtain on why so many businesses fail to use AI effectively, exploring everything from unrealistic expectations to poorly executed strategies. We discuss the difference between using AI as a tool versus treating it as a magic solution, emphasizing the importance of mindset, proper training, and clear objectives.
🔎 Related: How to use AI for inbound marketing (examples + best practices)
If you’re relying on AI to create content, streamline operations, or drive decision-making, this episode will help you identify where things might be going wrong and how to get back on track. You’ll walk away with a deeper understanding of how to integrate AI into your workflows meaningfully, so it becomes a genuine asset—not a wasted investment.
4. What Is HubSpot Content Hub?
HubSpot’s rebranding of the CMS Hub into the Content Hub caught a lot of people off guard—and stirred up plenty of questions. In this episode, we break down what the Content Hub actually is, how it differs from its predecessor, and why HubSpot decided to make the change. Beyond just understanding the platform, we also dive into what this shift means for marketers and businesses already using HubSpot.
🔎 Related: A Comprehensive Guide to the HubSpot Content Hub
From creating content at scale to improving collaboration across teams, the Content Hub aims to streamline how we manage and distribute content—but is it living up to the promise? We explore the opportunities, address the concerns, and share insights on how to get the most out of this major update.
5. Sparking Change with Sales Teams with Doug Davidoff
Change is never easy, but it’s especially challenging within sales teams that are often set in their ways. Doug Davidoff of Imagine Business Development joins us to tackle one of the toughest questions sales leaders face: how do you drive meaningful change that sticks? Doug shares practical strategies for getting buy-in from even the most resistant team members, breaking down how to align goals, set clear expectations, and measure success in a way that motivates rather than alienates.
💥 Related HubHeroes Podcast Episodes:
We also discuss the psychology of change—why people resist it, and how to reframe change as an opportunity rather than a threat. If your team is stuck in old habits or struggling to adapt to new strategies, this episode will give you the tools and inspiration to turn things around.
6. What Is HubSpot Now? With Kyle Jepson of HubSpot
HubSpot isn’t the same platform it was five years ago—or even two years ago. In this episode, Kyle Jepson from HubSpot and George B. Thomas join the conversation to explore what HubSpot has become and where it’s going next. From the evolution of its tools to its expanding role as a customer platform, we discuss how businesses can best leverage everything HubSpot has to offer.
🚀 HubSpot AI Data Sources Series:
- How to Get Started with HubSpot AI Data Sources
- HubSpot AI Data Sources: Brand Voice + Tone
- HubSpot AI Data Sources: Buyer Personas vs. Ideal Customer Profiles
- HubSpot AI Data Sources: Marketing Strategy
Kyle and George also share insider insights into recent changes and what they mean for users who may still be operating under outdated assumptions about the platform. Whether you’re new to HubSpot or a seasoned super admin, this episode will help you understand how to make the most of HubSpot’s capabilities today—and prepare for what’s coming next.
7. The SQL Conundrum: Solving Sales and Marketing Alignment Problems with Bastien Paul
The handoff between marketing and sales has always been a pain point, and the Sales Qualified Lead (SQL) process is often where things break down. In this episode, Bastien Paul from HubLead.io helps us unpack why this alignment issue persists and what businesses can do to bridge the gap.
🚀 Learn More: Why Is Your Sales Enablement Strategy Failing? (+ Examples)
We explore the role of clear definitions, transparent communication, and accountability in creating a seamless SQL handoff that both teams can get behind. Bastien also shares tips for leveraging HubSpot to track and optimize the SQL process, ensuring that leads don’t slip through the cracks. If you’ve ever experienced finger-pointing between sales and marketing, this episode is packed with advice to get everyone on the same page.
8. Buyer Personas vs. ICPs: What’s the Difference?
What’s the real difference between buyer personas and Ideal Customer Profiles (ICPs)? And why does it matter for businesses using HubSpot? In this episode, we get into the nitty-gritty of these two concepts, exploring their unique roles in inbound marketing and AI strategies.
We debate whether they should coexist, compete, or complement each other, and share practical tips for defining both in a way that drives real results. If you’ve ever been confused about how to use personas or ICPs effectively—or wondered whether HubSpot’s shift to ICPs changes the game—this episode will give you the clarity you need.
9 Ask Me Anything: Content + Beyond with Liz Moorehead
For this episode, the team flipped the script and put me in the hot seat for an Ask Me Anything (AMA) on all things content strategy. From the challenges of creating content that resonates in a world saturated with AI-generated noise to the delicate balance of storytelling and strategy, we covered it all.
We talked about why most businesses struggle to define their brand voice, how to future-proof your content strategy for 2024 and beyond, and even a few tips for avoiding the dreaded “uncanny valley” in AI-driven content creation. It was equal parts fun, challenging, and insightful—an episode I’m especially proud of because it’s a deep dive into how I think about content and the role it plays in building connections, trust, and momentum for businesses.
