In this conversation with Brian Balfour, the former VP of Growth at HubSpot and the founder of Reforge, we discuss how AI is fundamentally disrupting the marketing landscape, the importance of returning to first principles, and why the "distribution shift" is the biggest opportunity (and threat) for founders today.
Key Insights
In this discussion with Brian Balfour, we explore the duality of the current AI revolution and the "two sides of every coin" where massive opportunity meets high anxiety. The marketing world is currently operating on quicksand. One day, a tactic is a "game-changer"; the next, it’s saturated noise. If you feel like you’re on a never-ending hamster wheel, you’re not alone. For founders and marketers, the message is clear: The tactics are changing, but the fundamentals are your only anchor.
The Core Marketing Framework: Brian emphasizes that despite rapid technological changes, the fundamental questions of growth remain the same: Who are your customers? Where are they spending time? What are they doing there? And how do you participate (Build, Buy, or Partner)?
The Distribution Fork: He describes the current shift in consumer behavior as a "fork in a stream" where attention is siphoned away from traditional search/social toward chat-based experiences like ChatGPT and Claude.
AEO over SEO: The emergence of Answer Engine Optimization (AEO) is a key focus. Balfour predicts that as AI platforms like OpenAI open up "apps" or GPT-based tools, they will become the new "super apps" and primary distribution channels.
Inside-Out Data Strategy: A major shift is happening in how tools are used. Instead of the "outside-in" approach (choosing a tool then syncing data), modern growth requires a "data-first" approach where you mold data at the center and layer marketing activities outward.
The "Don't Be Precious" Mentality: Balfour’s ultimate advice for professionals is to stop fighting the AI tide. As AI commoditizes basic tasks, it forces humans to level up and solve bigger, more unique problems that require true ingenuity.
The AI Growth Reset: Why Founders Must "Ride the Riptide" to Survive
1. The Two Sides of the AI Coin: Opportunity vs. Risk
Every technological shift creates arbitrage. For the "underdogs" and early-stage startups, this is a golden window to find opportunities that haven't been crowded out by big-budget incumbents. However, the risk is real: model capabilities are doubling every few months, meaning a product-market fit that exists today could be destroyed by a model update tomorrow.
Founder Takeaway: Don't wait for the "perfect" time. If you see an inevitable force (like AI), it is better to play early than to play late.
2. The Distribution Shift: From SEO to AEO
We are witnessing a massive behavior shift. Attention is moving from the "open web" to closed chat environments like ChatGPT, Claude, and Gemini.
AEO (Answer Engine Optimization) is the new frontier.
The Opportunity: OpenAI is evolving into a "Super App" similar to WeChat in Asia. Soon, building "apps" within these ecosystems will be the primary way to reach customers where they already spend their time.
3. Stop Building "Outside-In"
Traditionally, marketers chose a tool (email, CRM) and then tried to sync data to it. Balfour argues that in an AI-native world, you must work from the Data Out.
Tools like Clay or AirOps are winning because they treat data as the core "mold" from which all personalized outreach and intent-targeting flows.
For founders, this means your competitive advantage isn't just having data—it's having data organized in a format that AI can actually utilize for reasoning.
4. Leveling Up: The End of "Precious" Marketing
The most impactful advice from the session? Don't be precious with your tasks. As AI commoditizes content creation, coding, and basic analysis, the "margin" for those tasks disappears. This isn't the death of the marketer; it's the "leveling up" of the human. When the floor is raised, you are forced to solve harder, more unique problems that AI cannot yet touch because they aren't in the "training data."
Main Takeaways for Growth in 2025
Ride the Riptide: Any energy spent debating if a role is "dead" is wasted calories. Spend 100% of your energy figuring out what is now possible.
Fundamentals First: Constantly revisit: Who are my customers? Where are they? How do I participate?
Catch the Wave: Step one is to catch the momentum. Only after you have "escape velocity" should you worry about de-risking from the platform you built on.
Be the Chef, Not the Ingredient: AI has provided a new "refrigerator of ingredients." Use the same foundational "pots and pans" (frameworks) to create entirely new "meals" (growth motions).
Watch the full video here: Why Every Marketer Should Be Worried About AI w/ Brian Balfour
The cost of building has gone to zero, and the only remaining moat in business is distribution. The best way to learn distribution is from the most successful Founders and Marketers on the front lines. Every week, I interview world-class Founders and Marketers to learn about the strategies, tactics, and tools they’re using to power their growth. I publish these interviews for free on the Evergrow YouTube channel and Newsletter.
Till next week,
Phillip Alexeev
Founder of Evergrow.io