This is the hard truth for marketers: the funnel is not flowing.
Today, 60% of Google searches are finished without clicking. As Buyers get the AI overview or answers from LLMs like ChatGpt and Prperxity, brands are losing their website traffic.
Needless to say, customers are being distracted by YouTube, Tiktok, Reddit, podcasts and platforms that didn't exist five years ago. What used to challenge SEO and blog content is now much more complicated.
As a pioneer in inbound marketing, the playbook, which helped attract businesses from the early days of the internet, believes marketers need to grow new ways of doing things.
Today, it introduces a new approach to fostering growth in the AI era: loop.
“The old funnel assumed that customers would come to you. They will visit your website, read your blog, and translate your criteria. But if 60% of the search doesn't leave Google and AI answers the question before a prospect clicks, that playbook is broken. “The loop is fundamentally different. It meets customers wherever they are, personalizes each message at scale using AI, and turns all interactions into learning opportunities that reinforce the loop. Teams using loops become competitive advantage.”
What is the loop?
Loop is a new playbook for growth in the AI era.
It's dynamic. Unlike traditional marketing, which has moved from recognition to consideration to direct decisions, the loop is constantly evolving with learning.
It relies on working with a hybrid human-AI team. Each one is doing their best. It has human creativity and AI efficiency.
The loop remains true to the principles that it did its inbound work to educate its customers, create value and build relationships. However, these principles have been adapted to a world where buyers are everywhere except your website. AI answers questions before buyers click, and massive personalization is essential.
The loop has four stages: Express, Taylor, Amplification and Evolution.
Here's how marketers can achieve loops in Hubspot: This is called loop marketing:
- Express: Define your preferences, tones and perspectives before bringing in AI. Your brand identity and deep customer understanding separates great content from general content. use Breeze Assistant and Hubspot Connector for chatgpt, Claudeand Gemini Create a brand style guide that analyzes valuable customers and speaks them. Then bring it to life Marketing Studio– Understand your campaign ideas and map the complete strategy across your channel.
- tailor: Use AI to make messaging relevant in personal, context, and scale. Utilize unified customer data – everything from CRM records calls transcripts and calls website behavior Smart CRM and Data Hub– Create a personal message for prospects. use Marketing Hub Features like segment To build an audience based on intent signals, Personalization Adjust your landing page to suit your needs AI-equipped email To make email marketing personal.
- amplification: Diversify content across channels and meet where buyers are. It shows where buyers spend their time on tiktok, reddit and podcasts, as well as where AI provides answers. Use AI Engine Optimization (AEO) Strategy Tool Maximize and unfold LLMS visibility Breeze customer agent With an advanced page to answer your questions instantly.
- evolution: Repeat AI quickly and effectively. Instead of a six-month campaign, use AI to measure, predict and adapt in real time. use Optimizing email engagement Predict engagement before submitting. Run fast experiments and continuously refine your strategy based on live performance data, making all loops better than last time.
When humans and AI work together in a loop, companies launch campaigns in days rather than months, creating deeper connections with messages that reduce acquisition costs through personalized, smarter targeting, and continually improve as AI learns from any interaction.
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