HubSpot Launches Loop Marketing

While Loop Marketing gives marketers a new playbook for growth, HubSpot is also unveiling over 200 AI-powered product updates designed to help businesses build smarter hybrid human+AI teams across marketing, sales, and service.

With 60% of Google searches ending without a click and buyers getting answers directly from AI overviews or large language models (LLMs), businesses face a new challenge in reaching their audiences. 

To help businesses grow and compete in the AI era, HubSpot, a customer platform, is launching Loop Marketing, a new playbook unveiled at INBOUND 2025, HubSpot’s annual conference.

The Loop provides businesses with actionable strategies to get discovered, engage audiences, and personalise experiences, helping them stay ahead in a rapidly evolving digital landscape.

“The old marketing funnel assumed customers would come to you. They visit your website, read your blog and convert on your terms,” said Kipp Bodnar, Chief Marketing Officer at HubSpot. 

“Now the funnel isn’t flowing, and the old playbook is broken. Loop Marketing is fundamentally different. It meets customers everywhere they are, uses AI to personalise each message at scale, and turns every interaction into a learning opportunity that makes the Loop stronger.”

ALSO READ: Qualified Introduces Piper for HubSpot

HubSpot has evolved the methodology for the AI era of zero-click searches, powered by AI-overviews and LLMs. With the new Loop playbook and Marketing Hub features, teams can adapt to the shifting funnel.

The Loop Marketing playbook consists of four stages: 

• Express: Define your taste, tone, and point of view before bringing in AI. Your brand identity and deep customer understanding are what separate great content from generic content. Performance at this stage is measured through the speed at which content is published and the cost of creating this content.
• 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 behaviour. Performance at this stage is measured by click-through rate per channel. 
• 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. Performance at this stage is measured by conversion rate per channel, AI visibility, AI share of voice and number of citations. 
• Evolve: Iterate quickly and effectively with AI. Instead of six-month campaigns, use AI to measure, predict, and adapt in real time. Performance at this stage is measured by the number of quantifiable leads and experiments. 

ALSO READ: HubSpot Launches CRM Connector for Anthropic’s Claude

“When humans and AI work together in the Loop, businesses grow in days instead of months, creating deeper connections with messages that feel personally crafted, lower acquisition costs through smarter targeting, and continuously improve as AI learns from every interaction,” added Bodnar.

While Loop Marketing gives marketers a new playbook for growth, HubSpot is also unveiling over 200 AI-powered product updates designed to help businesses build smarter hybrid human+AI teams across marketing, sales, and service. 

These updates include specialised AI teammates that understand each customer’s business context, built on a unified data foundation and embedded directly into workflows to power seamless collaboration between humans and AI.

Unified data: The Foundation for AI 

HubSpot’s new data hub unifies structured, unstructured, and external data to provide a robust foundation for AI tools. Key features include Data Studio, which uses AI to turn scattered context into unified data, and Data Quality, which automatically finds and fixes data problems.

ALSO READ: The End of Retail Media’s Bottom-Funnel Illusion

Quality data allows AI to effectively eliminate busywork, empowering humans to focus on strategy and creativity. 

Examples include the new Marketing Studio within the Marketing Hub, which helps teams collaboratively plan and execute campaigns on an AI-powered canvas, while AI-Powered Email uses CRM data to create deeply personal messages. 

HubSpot’s new AI-powered CPQ (Configure, Price, Quote) functionality within the Commerce Hub can also streamline the quote-to-close process, allowing sales reps to focus on building relationships.

AI Agents Embedded into Every Workflow

The final layer of a human-AI hybrid team involves deploying AI agents to augment human teams. Key updates include:

• Data Agent: Researches and answers custom questions about customers by analysing users’ CRM, calls, emails, documents, and the web.

ALSO READ: HubSpot Launches Deep Research Connector with ChatGPT

• Customer Agent: Now covers the entire front office, effortlessly switching hats from qualifying prospects to tapping directly into HubSpot records to personalise replies.  It uses CRM data for personalised responses and resolves 65%+ of conversations automatically.
• Breeze Assistant: Works with teams across HubSpot, their browsers, and mobile to streamline day-to-day work – summarising support tickets, creating branded content, and assisting with research.
• Custom Assistants: Specialised AI experts trained on processes, documents, and requirements for unique business needs.

“Our research sends a clear message: digitalisation alone isn’t enough. The difference between stagnation and hyper-growth lies in integration and AI maturity,” said Carol Fong, Head of Asia at HubSpot. 

“We found that local businesses with fully integrated systems are ten times more likely to report outperforming their peers. Our latest AI-first updates provide the engine for the entire front office—sales, service, and marketing—to operate on a new level, augmented by technology.”

“By unifying data and embedding AI agents directly into workflows, we are empowering Singapore businesses to close the digital performance gap and build the hybrid teams needed to win in the AI era.”

ALSO READ: Micro-behaviours Are Shaping the Future of Mobile Apps