Kieran’s Substack - The AI Marketing Generalist · Kieran Flanagan
articleplaybookAgentic-Led Growth: A New Model for How B2B Companies Grow
15 May 2026Growth
Source excerpt
About Kieran’s Substack - The AI Marketing GeneralistHow we are rebuilding HubSpot's GTM around AI agents, and what every B2B team can learn from it
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Apollo layer
What a founder can learn
Founder takeaway
Treat AI agents as an opportunity to redesign your go-to-market system, not merely automate isolated marketing tasks. Start with one repeatable customer-acquisition workflow and determine where agents can improve its speed, consistency, or scalability.
Why it matters
Point solutions can create activity without creating leverage. Designing agents around an end-to-end growth workflow makes it easier to connect AI adoption to customer outcomes and build a system that compounds.
Relevant guides
Put it to work
Map one GTM workflow from signal to customer outcome. Ask: Which steps require judgment, which are repetitive, and where could an agent act with clear inputs, guardrails, and a measurable success metric?