# How HubSpot Built a Podcast Network That Actually Drives Business Value with Carly Baker

Page: https://stenobird.com/podcast/podbiz-where-s-the-money-in-podcasting-7400830/how-hubspot-built-a-podcast-network-that-actually-drives-business-value-with-carly-baker
Text version: https://stenobird.com/podcast/podbiz-where-s-the-money-in-podcasting-7400830/how-hubspot-built-a-podcast-network-that-actually-drives-business-value-with-carly-baker.md
Podcast: [PodBiz | Where's The Money In Podcasting?](https://stenobird.com/podcast/podbiz-where-s-the-money-in-podcasting-7400830)
Published: 2026-03-23T12:00:00+00:00
Episode link: https://shows.acast.com/podbiz-hubspot-carly-baker
Audio file: https://sphinx.acast.com/p/open/s/68343e1669c98f151d8f0020/e/69b97508e1ad9c35216dd41a/media.mp3
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JSON: https://stenobird.com/v1/public/podcasts/podbiz-where-s-the-money-in-podcasting-7400830/episodes/how-hubspot-built-a-podcast-network-that-actually-drives-business-value-with-carly-baker
Duration seconds: 3004

## Resource

What does it actually take to build a media network inside a company like HubSpot? As Head of Media Partnerships at HubSpot Media Network, Carly Baker joined shortly after the acquisition of The Hustle and helped grow what started as a small collection of shows into a multi-platform media ecosystem spanning podcasts, YouTube, and newsletters. In this episode of PodBiz, Carly breaks down how HubSpot approaches creator partnerships, what makes a show valuable today, and how podcasting fits into a broader media strategy. At the center of that shift is a more expansive view of monetization. “People are scrambling to try to figure out how to monetize directly through their audience… and to have more control sort of financially.” That doesn’t replace advertising, but it does change how creators and networks think about building sustainable businesses. It also changes how success is evaluated. “Size does not matter… we have shows and newsletters and YouTube channels that we work with of all shapes and sizes.” This conversation looks at how media companies are thinking about audience, distribution, and long-term value across platforms. In this episode, we cover: • How HubSpot built a podcast, YouTube, and newsletter network from one acquisition • Why monetization is expanding beyond a single revenue stream • Why downloads are becoming a misleading metric for audience value • How HubSpot evaluates shows beyond audience size • The difference between audio and video as separate products • How YouTube search vs browse shapes growth strategy • Why newsletters are becoming critical for audience ownership • The role of trust, brand safety, and alignment in creator partnerships About Carly Baker Carly Baker is Head of Media Partnerships at HubSpot Media Network, where she leads partne…

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