HubSpot Launches Loop Marketing: A New AI-Powered Growth Playbook for the Modern Era

HubSpot has unveiled a new growth strategy called the Loop, designed to help marketers succeed in the age of artificial intelligence. The company, known for pioneering Inbound Marketing, says the traditional marketing funnel is no longer effective as AI reshapes how customers discover and interact with brands. Today, 60% of Google searches end without a click, as AI Overviews and large language models like ChatGPT provide instant answers before users even visit a website. At the same time, customer attention is scattered across platforms like TikTok, YouTube, Reddit, and podcasts—many of which didn’t exist just a few years ago. This shift has made it harder for brands to drive traffic and build relationships through conventional methods like SEO and blog content. To address this, HubSpot introduces the Loop—a dynamic, adaptive framework for growth that meets customers wherever they are, uses AI to personalize messages at scale, and turns every interaction into data that strengthens future efforts. Kipp Bodnar, HubSpot’s Chief Marketing Officer, explained that the old funnel assumed customers would come to a brand’s website. “Now, they’re getting answers from AI before they even click. The Loop is built for this reality,” he said. “It’s not a linear path. It’s continuous, learning, and powered by collaboration between human creativity and AI efficiency.” The Loop consists of four stages: Express, Tailor, Amplify, and Evolve. In the Express stage, brands define their voice, tone, and point of view. HubSpot’s Breeze Assistant and integrations with ChatGPT, Claude, and Gemini help analyze high-value customers and generate a brand Style Guide. Marketing Studio then uses that guide to create full campaign strategies from a single idea, across multiple channels. The Tailor stage focuses on personalization. Using unified customer data from HubSpot’s Smart CRM and Data Hub, marketers can segment audiences based on intent signals. Features like Segments, Personalization, and AI-Powered Email enable highly relevant messaging tailored to individual needs. In the Amplify stage, content is distributed across platforms where buyers spend time—TikTok, Reddit, podcasts—and where AI answers questions. HubSpot’s AI Engine Optimization (AEO) Strategy tool helps boost visibility in large language models, while the Breeze Customer Agent can answer real-time questions on high-intent pages. Finally, the Evolve stage enables rapid iteration. Instead of long campaign cycles, AI tools predict engagement, run experiments in real time, and optimize performance based on live data. Email Engagement Optimization, for example, predicts open rates before sending, allowing teams to refine messages instantly. When humans and AI work together in the Loop, marketers can launch campaigns in days instead of months, create more meaningful personalization, reduce acquisition costs, and continuously improve through learning. HubSpot says the Loop preserves the core values of Inbound Marketing—educating customers, delivering value, and building trust—but adapts them for a world where AI is a key player. Marketers can access the full Loop Marketing playbook at hubspot.com/loop-marketing and begin building their hybrid human-AI growth strategy. Some features mentioned are currently in beta.