HubSpot Marketing Guide

HubSpot Marketing Guide | Understand Loop Marketing in One Article and Master New Growth Strategies in the AI Era

Nowadays, 60% of Google searches generate no clicks. This means brands are losing website traffic because buyers are finding answers directly on search pages, AI summaries, or LLM tools like ChatGPT and Perplexity.

At the same time, users’ attention is scattered across emerging platforms like YouTube, TikTok, Reddit, and podcasts. In the past, focusing on SEO and blogging was enough, but marketing has now become far more complex.

Since the birth of the internet, the Inbound Marketing methodology has continuously helped businesses attract customers. Today, as the pioneer of this methodology, HubSpot believes marketers need an entirely new growth mindset.

For this reason, HubSpot officially launched The Loop, a new growth framework for the AI era, at INBOUND 2025.

As HubSpot CMO Kipp Bodnar said:

“Traditional funnel marketing assumes customers will proactively come to you—visit your website, read your blog, and convert at your pace. But today, 60% of searches never leave Google. AI gives answers before a click even happens. That old playbook no longer works. The Loop is completely different—it makes brands omnipresent, leverages AI to personalize every message at scale, and turns every interaction into a learning opportunity, continuously strengthening the Loop. Teams that master the Loop can turn AI into their core advantage.”

What is The Loop?

The Loop is a new AI-era growth methodology—a dynamic, ever-evolving system. Unlike traditional marketing that progresses linearly through “awareness–consideration–decision,” The Loop continuously learns and optimizes. It relies on a “human + AI” hybrid team: humans handle creativity and brand storytelling, while AI delivers efficiency and automation.

It’s important to note that The Loop retains the core principles of Inbound Marketing—empowering customers, creating value, and building relationships—while upgrading them for today’s environment. Now, customers may never even visit your website. AI can resolve their needs before they click, making personalization and scalability essential.

The Loop methodology has four stages: Express, Tailor, Amplify, and Evolve.

When humans and AI collaborate within The Loop, businesses can launch campaigns in days (not months), build relationships with more relevant content, lower acquisition costs through smarter targeting, and continuously improve results as AI learns.

What is Loop Marketing?

In recent years, digital marketing has become increasingly fragmented. Traffic and email engagement are declining, channels are multiplying, and many once-effective tactics no longer work. To tackle these challenges, Loop Marketing combines AI’s efficiency with human creativity, turning fragmented efforts into a self-reinforcing growth system.

Through human + AI collaboration, Loop Marketing helps businesses Express brand value, Tailor content to different audiences, Amplify impact across all channels, and continuously Evolve strategies so every step drives growth.

Stage 1: Express Your Brand Uniqueness

AI can generate content in seconds, but without soul or unique style, it won’t resonate.

  • Create a clear brand style guide for AI so that no matter who produces content, customers instantly recognize it’s yours.
  • Build ideal customer profiles to understand who your target customers are, their priorities, goals, and challenges. AI can quickly analyze comments, calls, and communities to extract insights.
  • Your style guide should define differentiation, mission, tone, and boundaries—making it easy for your team to execute.
  • Use these foundations to spark creative campaign themes that clearly communicate “why choose you.”

On HubSpot, tools to support Express include:

  • Breeze Assistant: Use CRM data to define ICPs and generate campaign ideas.
  • Brand Identity (Beta): Use AI to create a style guide for consistent brand expression across campaigns.
  • Marketing Studio (Beta): Turn campaign briefs into multi-channel, multi-format content.

Stage 2: Tailor Messages to Customer Needs

True personalization isn’t “Dear {Name}”—it’s making customers feel “this is about me.”

  • Unify data (CRM, calls, site behavior) to personalize content and interactions at scale.
  • Collect behavioral signals and intent data to segment audiences precisely and ensure messaging resonates.
  • AI can auto-generate landing pages, emails, ads, and CTAs tailored by industry, role, stage, and timing—while humans ensure creativity and brand alignment.

On HubSpot, tools to support Tailor include:

  • AI-Powered Segmentation (Beta): Identify high-intent segments via behavior and engagement.
  • Personalization Agent (Beta): Generate custom content and experiences per segment.
  • AI-Powered Email (Beta): Generate personalized emails for each contact using CRM data.

Stage 3: Amplify Across Channels

Customers encounter your brand on ChatGPT, YouTube, Reddit, podcasts, LinkedIn, and more. Content must be discoverable everywhere.

  • Optimize channel mix to reach more audiences and strengthen your competitive moat.
  • Repurpose content into multiple formats—ChatGPT-ready articles, TikTok videos, LinkedIn carousels, etc.
  • Use ads and influencer/industry expert collaborations to boost reach and authenticity.
  • Leverage AI to scale production and distribution, with clear CTAs guiding customers forward.

On HubSpot, tools to support Amplify include:

  • Marketing Studio (Beta): Plan, create, and distribute multi-channel assets.
  • Customer Agent: 24/7 AI chatbot to engage visitors, qualify leads, and answer FAQs.
  • AEO Grader: Analyze and improve AI Engine Optimization (AEO).

Stage 4: Evolve Strategies Continuously

In the AI era, no need to wait for quarterly reviews. Evolution means real-time optimization.

  • Before launch, use AI to predict conversion likelihood and identify weak points.
  • During campaigns, track interactions and signals. AI flags anomalies so you can focus on strategy.
  • High-frequency experiments and A/B tests (titles, offers, audiences, etc.) refine campaigns, making them harder to copy.

On HubSpot, tools to support Evolve include:

  • Marketing Analytics: Multi-channel reports and dashboards.
  • ChatGPT Deep Research Connector: Extract patterns, insights, and optimizations from HubSpot data.
  • Email Engagement Optimization (Beta): Auto-detect engagement shifts to enable A/B testing and improvements.

Measuring Loop Marketing Performance

How do you know you’re practicing The Loop correctly? Track KPIs at each stage.

For example, Express: content speed and cost; Tailor: CTRs; Amplify: conversion rates, AI-driven exposure/mentions; Evolve: qualified leads and optimization frequency.

FAQs

Q1. Does Loop Marketing replace Inbound Marketing?
Inbound principles remain crucial, but alone they aren’t enough. Loop Marketing builds on them with AI-powered personalization and multi-channel optimization.

Q2. How does Loop Marketing address search → chat discovery and declining CTRs?
As users shift to ChatGPT and Perplexity, CTRs fall. Loop Marketing adapts content for AI contexts and diversifies channel presence so your brand remains visible—even without site clicks.

Q3. How to get started with Loop Marketing?
Choose an entry point based on your challenges:

  • New businesses → start with Express using Breeze Assistant and Brand Identity.
  • Mature brands with commoditized content → focus on Tailor with AI segmentation and personalization.
  • If stuck in traditional channels → use Amplify to expand reach and conversions.
  • Advanced teams → leverage Evolve for real-time optimization.

Q4. Do I need to replace my current tools?
No. Loop Marketing builds on your CRM, automation, and content library, adding an AI engine for personalization and multi-channel efficiency.

Q5. What results can I expect?
Early adopters saw significant gains:

Morehouse College optimized 900+ pages with AI while maintaining brand voice.

Kelly Services improved site users by 32% and traffic by 26% with AI-driven personalization.

Most companies see faster content, higher engagement, better conversions, and lower CAC within 30–60 days.

Q6. What is Loop Marketing?
Loop Marketing is HubSpot’s four-stage growth framework for the AI era. It’s not linear but cyclical—Express → Tailor → Amplify → Evolve—driven by human creativity and AI efficiency, compounding brand, content, and relationship growth.