Loop Marketing | HubSpot’s New Playbook for Growth in the AI Era

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Marketing Hub
The Loop Marketing Playbook

What is Loop Marketing?

Loop Marketing combines the efficiency of AI with your greatest asset: you.

Marketing has never had more moving parts. Traffic and email engagement are declining, channels are multiplying, and proven tactics are failing.

Follow this playbook to turn all those moving parts into a momentum-building system and fuel for unprecedented growth. Humans and AI working together to Express your message, Tailor it to your audience, Amplify it across channels, and Evolve it in real time.

Express who you are.

Define your taste, tone, and point of view — informed by your ideal customer profile.

Tailor your approach.

Use AI to make your interactions personal, contextual, and relevant.

Amplify your reach.

Diversify your content across channels for humans and bots.

Evolve in real-time.

Iterate quickly and effectively. AI helps you make changes in days, not quarters.

Stage 1

Express your distinct brand identity.

AI can generate content in seconds. But without a clear voice, context, and perspective, the output will fall flat. In the Express stage, you give AI a crystal-clear style guide so every word it writes, and every multimedia asset it helps you produce, is unmistakably you.

Identify exactly who you're talking to — what they care about, plus their goals, challenges, and needs. Use AI to efficiently mine reviews, calls, comments, and community chatter.

Shows a user prompting HubSpot to create a marketing campaigned defined to run over a specific timeframe with a specific campaign goal, and a defined target audience.

Define why you're different, valuable, and better than the competition. Distill those insights into a simple, shareable style guide with your mission, tone, do’s/don’ts, and non-negotiables.

Shows a user prompting HubSpot to create a marketing campaigned defined to run over a specific timeframe with a specific campaign goal, and a defined target audience.

Claim your corner of the market with creative concepts inspired by your style guide that tell buyers why to choose you.

Shows a user prompting HubSpot to create a marketing campaigned defined to run over a specific timeframe with a specific campaign goal, and a defined target audience.

Shows a user prompting HubSpot to create a marketing campaigned defined to run over a specific timeframe with a specific campaign goal, and a defined target audience.

Use these tools to accomplish the Express stage:

Breeze Assistant

Use CRM data to define your ideal customer profile and generate campaign concepts.

Brand Identity (Beta)

Create an AI style guide that captures your distinct perspective across campaign materials.

Marketing Studio (Beta)

Turn your campaign brief into a mix of content assets across multiple channels and formats.

Stage 2

Tailor messaging to your customers' needs.

Make your message feel truly personal, not just personalized. When buyers feel seen and understood, you earn their trust and gain an edge. The Tailor stage uses unified data — CRM, transcripts, web behavior — to shape experiences that feel more “how did they know?” and less “Dear {First Name}.”

Gather behavioral signals, intent data, and contextual information so you know exactly where and who each buyer is in the journey.

Shows two different types of segments: a CRM contacts segment and a web visitors segment.

Use your enriched data and intent signals to build out your target customer segments.

Shows two different types of segments: a CRM contacts segment and a web visitors segment.

Generate personal content that connects your message to your audience’s needs. Let AI create landing pages, emails, ads, and CTAs that adjust based on industry, role, stage, and time of day.

Shows two different types of segments: a CRM contacts segment and a web visitors segment.

Ensure AI maintains accuracy while applying your unique taste, creative judgment, and strategic thinking.

Shows two different types of segments: a CRM contacts segment and a web visitors segment.

Shows two different types of segments: a CRM contacts segment and a web visitors segment.

Use these tools to accomplish the Tailor stage:

AI-Powered Segmentation (Beta)

Identify high-intent audiences and segments based on behavioral patterns and engagement.

Personalization Agent (Beta)

Create targeted content variants and personalized experiences for each segment.

AI-Powered Email (Beta)

Create personal emails for each contact using CRM data.

Stage 3

Amplify across channels.

Publishing great content isn’t enough. Your customers are asking ChatGPT, watching YouTube, trusting creators, skimming G2 and Reddit, turning to communities, and texting friends. The Amplify stage makes sure you're discoverable across channels and recommended by the voices your buyers trust.

Plan how this story will come to life across formats and channels.

Shows a user adding a landing page to a HubSpot campaign. Other available assets to add to a campaign include CTA buttons, social links, knowledge base articles, website pages, text, and more.

Diversify where you're showing up to reach new customers and create moats for your business. Optimize for LLMs, including ChatGPT and Claude, YouTube, community platforms, forums, and LinkedIn.

Shows a user adding a landing page to a HubSpot campaign. Other available assets to add to a campaign include CTA buttons, social links, knowledge base articles, website pages, text, and more.

Remix every piece of content into different formats for each stage and channel — an AEO-ready article for ChatGPT, a vertical demo for TikTok, a carousel for LinkedIn, and more.

Shows a user adding a landing page to a HubSpot campaign. Other available assets to add to a campaign include CTA buttons, social links, knowledge base articles, website pages, text, and more.

Combine smart ad targeting with partnerships from subject matter experts your audience already trusts. Ads put you in the right feed; creators put you in the right conversation.

Shows a user adding a landing page to a HubSpot campaign. Other available assets to add to a campaign include CTA buttons, social links, knowledge base articles, website pages, text, and more.

AI tools like HubSpot’s marketing studio and video clip search agent automate the production and splicing of promotional assets at scale.

Shows a user adding a landing page to a HubSpot campaign. Other available assets to add to a campaign include CTA buttons, social links, knowledge base articles, website pages, text, and more.

Shape each touchpoint for action through clear, contextualized CTAs for friction-free flows. Every click feels like the obvious next step.

Shows a user adding a landing page to a HubSpot campaign. Other available assets to add to a campaign include CTA buttons, social links, knowledge base articles, website pages, text, and more.

Shows a user adding a landing page to a HubSpot campaign. Other available assets to add to a campaign include CTA buttons, social links, knowledge base articles, website pages, text, and more.

Use these tools to accomplish the Amplify stage:

Marketing Studio (Beta)

Plan and create multi-channel campaign assets, and deploy them across channels.

Customer Agent

Provide 24/7 AI-powered support that engages visitors, qualifies leads, and answers questions.

AEO Grader

Analyze and improve your brand’s AEO (AI engine optimization).

Stage 4

Evolve your strategy.

Learn fast, and act faster. The new era of marketing won’t wait for your quarterly review — and neither will your customers. The Evolve stage is a live feedback loop, using AI to track performance and deliver real-time recommendations. Every campaign makes the next one smarter, creating a competitive edge that compounds over time.

Use AI to predict which customers and campaigns are most likely to convert, and to identify any weak spots before you go live.

Shows a new journey report for emails delivered, emails opened, top events, and customers generated, as well as metrics like total conversions and average time to complete journey.

Track engagement and conversion signals as they happen to act fast. AI highlights the anomalies so you spend your time adjusting, not digging.

Shows a new journey report for emails delivered, emails opened, top events, and customers generated, as well as metrics like total conversions and average time to complete journey.

The AI era demands personalization, creativity, and speed. Spin up A/B tests on headlines, offers, and audiences.

Shows a new journey report for emails delivered, emails opened, top events, and customers generated, as well as metrics like total conversions and average time to complete journey.

Apply each learning to your creative, targeting, and spending. Each tweak to your loop makes your next campaign sharper, faster, more economical, and harder to imitate.

Shows a new journey report for emails delivered, emails opened, top events, and customers generated, as well as metrics like total conversions and average time to complete journey.

Shows a new journey report for emails delivered, emails opened, top events, and customers generated, as well as metrics like total conversions and average time to complete journey.

Use these tools to accomplish the Evolve stage:

Marketing Analytics

Get built-in reports and dashboards across channels, enabling data-backed decisions.

ChatGPT Deep Research Connector

Uncover patterns, insights, and optimization opportunities using HubSpot context in ChatGPT.

Email Engagement Optimization (Beta)

Flag engagement changes automatically, enabling A/B testing and campaign optimization.

See How Real Teams are Using Loop Marketing

Loop Marketing Scorecard

How do you know if you're implementing the Loop correctly?
Be sure to track these metrics at each stage of the playbook.

Stage	Headline Metric	What to Expect
Express	Efficiency	Content speed: Average time to create and publish content Content cost: Budget divided by number of assets created
Tailor	Engagement	Clickthrough rate per channel
Amplify	Conversion	Conversion rate per channel AI visibility: Brand mentions divided by total responses AI share of voice: How often you are mentioned vs. your competitors Number of citations: How often your website is cited in responses
Evolve	Velocity	Campaign performance: Number of qualified leads Loop velocity: Number of experiments per month

Frequently Asked Questions

The core components of inbound marketing are still essential, but they aren't enough anymore. In today's AI world, you now have access to unlimited information and new distribution channels, and the ability to leverage through personalization and fast optimization. This allows us to get new ideas out to market faster than ever. By building on the inbound marketing foundation with Loop Marketing, you can now have a marketing strategy that is ready for the new demands marketers face.

Customer behavior is shifting away from Google and traditional search toward chat-based discovery in tools like ChatGPT and Perplexity. This shift reduces clickthrough rates because answers are delivered directly in AI chat rather than through website links. Loop Marketing addresses this change by helping brands optimize content for AI engines, diversify presence across channels, and continuously refine campaigns so your message is discoverable — even when clicks decline.

Loop Marketing has four stages — Express, Tailor, Amplify, and Evolve — and you can start with whichever addresses your biggest challenge.

If you're launching new products or getting started with your business, begin with the Express stage. Use Breeze Assistant to analyze and optimize for your most valuable customers, then create a brand style guide that reinforces and upholds your brand or new products using HubSpot's brand identity tool.

If your brand is well-defined but your content feels generic, jump into the Tailor stage. Use AI-powered segmentation to build audiences based on intent signals, then create personalized landing pages and email campaigns using your unified customer data.

If you're struggling to move past legacy channels or decreasing results, the Amplify stage can help. Use marketing studio to transform existing content into multiple formats, set up customer agent chatbots to improve conversions on high-intent pages, and use AEO grader to get discovered within LLMS.

If you want to build on existing success or identify and optimize missed opportunities, begin at the Evolve stage: Use marketing analytics and the ChatGPT deep research connector to get real-time insights and turn every campaign into a learning opportunity.

No. Loop Marketing enhances and accelerates your existing marketing investments rather than replacing them.

Your current CRM data, email sequences, content library, and marketing automation workflows can all be plugged directly into the loop framework. Think of it as adding AI-powered acceleration to what you're already doing, while opening up new possibilities for personalization and channel diversification.

Early adopters are seeing significant improvements: Morehouse College optimized 900+ pages with AI while maintaining their authentic brand voice, and Kelly Services saw a 32% increase in site users and 26% increase in sessions through personalized, AI-enhanced experiences.

Many users report faster content creation, higher engagement rates, improved conversion rates, and lower acquisition costs within 30-60 days of implementation.

Loop Marketing is HubSpot's four-stage playbook that helps marketers adapt and grow in the AI era. Unlike traditional linear campaigns, Loop Marketing works through continuous four-step cycles:

Express: Define your brand identity.
Tailor: Personalize your messaging.
Amplify: Diversify your channel strategy.
Evolve: Optimize in real time.

This creates compound growth by combining human authenticity with AI efficiency to help you capture ever-evolving customer journeys.

Master Loop Marketing

Access new courses, original research, tools, and other resources to help you and your team win in the AI era.