With 60% of Google searches finishing without clicks and buyers get answers directly from AI overviews or large language models (LLM), companies are facing new challenges to reach their audiences. To help businesses grow and compete in the age of AI, Hubspot is launching Loop Marketing, a new playbook announced at Hubspot's annual flagship conference, Inbound 2025.
Loop Marketing provides a framework for businesses to discover, attract audiences, and personalize their experiences, helping them stay ahead of the rapidly evolving digital landscape.
“Old marketing funnels assumed that customers would come to you. They would visit your website, read your blog and convert it on your terms,” said Kipp Bodnar, chief marketing officer at Hubspot.
“Now there's no funnel flowing, old playbooks are broken. Loop marketing is fundamentally different. Customers meet everywhere, personalize each message at scale using AI, turning all interactions into learning opportunities that reinforce the loop.”
In 2006, HubSpot created an inbound marketing methodology when the internet changed the way people discovered and bought brands. Over 260,000 customers worldwide use Hubspot to practice inbound playbooks and grow your business.
Now, HubSpot is evolving the AI age methodology of zero-click search with AI overviews and LLMS. New loop playbooks and marketing hub features allow teams to adapt to shift funnels.
The Loop Marketing Playbook consists of four stages
Express: Before bringing in AI, define your preferences, tones and perspectives. Your brand identity and deep customer understanding separates great content from general content. Performance at this stage is measured by the speed at which the content is published and the cost of creating this content.
tailor: Use AI to relate messaging in personal, context, and scale. Take advantage of unified customer data – everything from CRM records, transcripts into website behavior. Performance at this stage is measured at the click-through rate per channel.
Amplify: Diversify content across the channel and meet where buyers are. Shows where buyers spend their time (tiktok, reddit, podcasts) as well as where AI provides answers. Performance at this stage is measured by conversion rate per channel, AI visibility, audio AI share, and number of citations.
evolution: Iterate AI quickly and effectively. Instead of a six-month campaign, use AI to measure, predict and adapt in real time. Performance at this stage is measured by the number of quantifiable leads and experiments.
“When humans and AI work together in a loop, companies grow in days rather than months, and as AI learns from any interaction, they reduce acquisition costs through personalized, smarter targeting, creating deeper connections with messages that feel continuous improvement,” Bodnar said.
HubSpot announces new products to drive growth for hybrid human and AI teams
While Loop Marketing offers marketers a new playbook for growth, HubSpot has rolled out more than 200 new AI-powered product updates designed to help businesses build smarter, hybrid human AI teams across marketing, sales and services. These updates include specialized AI teammates who understand each customer's business context, built on a unified data foundation, embedded directly into the workflow, and embedded in the workflow to power seamless human-AI collaboration.
These updates include:
Data Agent – Research and answer custom customer questions by analyzing users' CRMs, calls, emails, documents, and the web. Find new information about customers and prospects and add it to your smart CRM.
Customer Agent – Now covering the entire front office, easily switch hats from answering questions to eligible leads, and solve customer issues across all channels. Use CRM data for personalized responses and automatically resolve over 65% of conversations.
Breeze Assistant – Work with Hubspot, its browser and mobile app teams to streamline your day-to-day work. You can remember your preferences, create branded content, conduct research, prepare for meetings with company insights, and handle dozens of other tasks.
Custom Assistant – Specialized AI professionals who can train you on the unique processes, documents, and requirements of your business to address specific business challenges.
“Australian companies know they need to employ AI, but the real challenge is to make it work for revenue,” says Kat Warboys, senior marketing director at APAC.
“Our research shows that companies with connected systems are seven times more likely to successfully implement AI and six times more likely to report significantly better peers. Our new products are designed to break down these barriers and help businesses connect data easily, improve customer experience and drive growth.”
