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Currently, around 60% of Google searches end without a single click, meaning brands are losing valuable website traffic as buyers now find answers directly through AI Overviews or conversational tools like ChatGPT and Perplexity.
At the same time, customer attention is increasingly fragmented—spread across YouTube, TikTok, Reddit, podcasts, and platforms that didn’t even exist a few years ago. What used to revolve around SEO and blog content has become much more complex.
As the pioneers of Inbound Marketing—the methodology that helped businesses attract and engage customers since the early internet era—HubSpot believes it’s time for marketers to adopt a new approach to growth.
That’s why the company is introducing The Loop, a next-generation framework designed for the AI-driven marketing era.
“The old funnel assumed customers would come to you—visit your website, read your blog, and convert on your terms. But when most searches never leave Google and AI delivers answers before prospects even click, that model no longer works,” said Kipp Bodnar, Chief Marketing Officer at HubSpot. “The Loop changes that. It meets customers wherever they are, uses AI to personalize messaging at scale, and turns every interaction into a learning opportunity that strengthens the Loop over time. Teams using the Loop will turn AI into a competitive advantage.”
What Is the Loop?
The Loop is HubSpot’s new playbook for growth in the age of AI.
Unlike the traditional linear funnel that moves prospects from awareness to purchase, the Loop is dynamic, continuous, and constantly learning.
It’s powered by collaboration between humans and AI, combining human creativity with AI-powered efficiency.
While grounded in the core principles of Inbound—educating customers, creating value, and building relationships—the Loop adapts these values for today’s reality, where:
- Buyers engage across multiple platforms, not just company websites.
- AI answers questions before users click.
- Personalization at scale has become essential.
The Four Stages of the Loop
HubSpot’s Loop Marketing brings this framework to life through four interconnected stages: Express, Tailor, Amplify, and Evolve.
1. Express:
Define your brand identity, tone, and perspective before integrating AI. Deep customer insight is what separates meaningful content from generic output.
- Use Breeze Assistant and HubSpot Connectors for ChatGPT, Claude, and Gemini to analyze your best customers and create a brand Style Guide that resonates with them.
- Activate it with Marketing Studio, which can turn a single campaign idea into a complete cross-channel strategy.
2. Tailor:
Use AI to deliver personalized, context-aware messaging at scale.
- Combine data from Smart CRM and Data Hub—including CRM records, call transcripts, and website behavior.
- Use Segments to build intent-based audiences, Personalization to adapt landing pages, and AI-Powered Email to make communications feel one-to-one.
3. Amplify:
Expand your reach across multiple platforms to meet buyers where they are.
- Apply AI Engine Optimization (AEO) to increase visibility across AI-driven search and LLMs.
- Deploy the Breeze Customer Agent on key pages to provide instant, conversational responses.
4. Evolve:
Leverage AI for real-time measurement, prediction, and adaptation.
- Shift from long, static campaigns to agile, data-driven loops.
- Use Email Engagement Optimization to predict engagement before sending.
- Run rapid experiments and continuously refine performance, ensuring each iteration of the Loop is smarter and more effective than the last.
By combining human insight with AI innovation through The Loop, marketers can:
- Launch campaigns faster—within days instead of months.
- Build deeper connections through personalized, authentic communication.
- Reduce acquisition costs via intelligent targeting.
- Continuously improve as AI learns from every customer interaction.
In essence, The Loop redefines marketing for the AI age—transforming every engagement into a cycle of growth, learning, and lasting customer connection.
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