The ChangeOver · 2026-06-10 · 32 min
Kyle Denhoff of HubSpot makes the business case for YouTube as a B2B growth and AEO channel, not just a place to park videos. INTRO: Too many industrials and B2Bs treat YouTube as a hosting platform: upload the video, move on. Kyle Denhoff, Senior Director of Marketing at HubSpot, has spent years proving that’s the wrong frame. In this first of two conversations with Jo Phillip, Kyle breaks down how YouTube works as a discovery engine, an answer engine optimization (AEO) channel, and an anchor for a full-funnel content system - and what B2B marketing leaders need to decide before they invest. EPISODE HIGHLIGHTS: 01:35 - The cost of treating YouTube as a parking lot: why channels without strategy generate almost no viewership or discovery 03:24 - YouTube’s scale: last year Nielsen reported YouTube generates more streams than Disney Plus and Netflix combined on U.S.
Ep 38: The YouTube B2B Practitioner’s Playbook with Kyle Denhoff75 / 100Ep 36: The Express Stage of Loop Marketing: Building a Scalable AI-Ready FoundationEp 35: From Random Acts of Marketing to a Scalable Growth EngineEp 34: How to Win the Zero-Click Future with Amanda NatividadEp 33: Zero-Click Marketing & the End of Click-Based ROI with Amanda Natividad