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What used to come down to SEO and blog content is now much more complicated.  As the pioneers of Inbound Marketing, the playbook that has helped businesses attract customers since the early days of the internet, we think marketers need a new way to grow. __That’s why today, we’re introducing the Loop, a new approach to driving growth in the AI era.__ “The old funnel assumed customers would come to you. They visit your website, read your blog, and convert on your terms. But when 60% of searches never leave Google and AI is answering questions before prospects even click, that playbook is broken,” said Kipp Bodnar, Chief Marketing Officer at HubSpot. “The Loop is fundamentally different. It meets customers everywhere they are, uses AI to personalize each message at scale, and turns every interaction to a learning opportunity that makes the Loop stronger. Teams using the Loop will turn AI into their competitive advantage.”  What is the Loop? The Loop is the new playbook for growth in the AI era.  It’s __dynamic__. Unlike traditional marketing that moved prospects from awareness to consideration to decision in a straight line, the Loop is always learning and evolving.  It relies on __hybrid teams of humans and AI working together__. Each doing what they do best–with human creativity and AI efficiency.  The Loop still remains true to the principles that made Inbound work–__educating customers__, __creating value__, and __building relationships__. But we’ve adapted these principles to a world where buyers are everywhere except your website, where AI answers questions before buyers click, and where personalization at scale is essential. Hear from HubSpot customers about how they're putting the Loop into action. __The Loop has four stages: Express, Tailor, Amplify and Evolve.__  __Here is how marketers can bring the Loop to life with HubSpot. We call this Loop Marketing:__  1. __Express__: Define your taste, tone, and point of view before bringing in AI. Your brand identity and deep customer understanding are what separates great content from generic content. Use __Breeze Assistant__ and __HubSpot Connectors for ChatGPT, Claude, and Gemini__ to analyze your high-value customers and create a brand Style Guide that speaks to them. Then bring it to life with __Marketing Studio__\*\*—give it one campaign idea and it maps out your full strategy across channels. 2. __Tailor__: Use AI to make messaging personal, contextual, and relevant at scale. Leverage unified customer data—everything from CRM records to call transcripts to website behavior from the __Smart CRM__ and __Data Hub__—to craft personal messages to prospects. Use __Marketing Hub__ features like __Segments__\** to build audiences based on intent signals, __Personalization__\** to tailor landing pages to their needs, and __AI-Powered Email__\** to make email marketing personal. 3. __Amplify__: Diversify content across channels to meet buyers where they are. Show up not just where buyers spend time—TikTok, Reddit, podcasts—but where AI provides answers. Use the __AI Engine Optimization (AEO) Strategy tool__\** to maximize visibility in LLMs, and deploy the __Breeze Customer Agent__ on high-intent pages to answer questions instantly. 4. __Evolve__: Iterate quickly and effectively with AI. Instead of six-month campaigns, use AI to measure, predict, and adapt in real time. Use __Email Engagement Optimization__ to predict engagement before sending. Run rapid experiments and continuously refine strategy based on live performance data, making every loop better than the last. When humans and AI work together in the Loop, businesses launch campaigns in days instead of months, create deeper connections with messages that feel personally crafted, lower acquisition costs through smarter targeting, and continuously improve as AI learns from every interaction. Visit [hubspot.com/loop-marketing](https://hubspot.com/loop-marketing/) to get the playbook and start driving growth with your hybrid human-AI team. \*[SparkToro’s 2024 Zero Click Search Study](https://searchengineland.com/google-search-zero-click-study-2024-443869) \*\*These features are currently in beta Topics: [INBOUND 2025 News](https://www.hubspot.com/company-news/topic/inbound-2025-news) ## Don't forget to share this post! 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