The New Awareness Playbook: Show up Where Buyers Are

The way buyers discover brands has fundamentally shifted. Ten years ago, search was the starting line. Now buyers start on TikTok, ask ChatGPT, and check Reddit before your homepage ever loads. In this session, HubSpot's Director of Product Beeri Amiel breaks down what the shift from search-led to AI- and social-led discovery means for your awareness strategy — and shows you how to adapt: from identifying where your buyers actually spend time, to designing channel-specific content that resonates, to activating your story across TikTok, Reddit, and AI search from a single customer platform.