In times of AI, declining click rates and countless channels, the classic funnel is reaching its limits. Loop Marketing is HubSpot's answer to this: a four-phase approach that combines AI efficiency with human authenticity and continuously improves instead of "completing" in a linear fashion (design -> customize -> amplify -> unfold).
Loop marketing does not replace everything that has gone before, but builds on the foundations of inbound marketing, only more dynamically: content is created, personalized, amplified across channels and optimized in real time. This fits in with the shift from search engines to AI-based response engines (e.g. ChatGPT, Perplexity), where answers are delivered directly in the chat.
In times of AI, falling click rates and more and more channels, the classic funnel is reaching its limits. Loop Marketing is HubSpot's answer to this: a four-phase approach that combines AI efficiency with human authenticity and continuously improves - instead of "completing" in a linear fashion. The phases are called Shape, Adapt, Amplify and Unfold.
The loop starts with clear brand basics: tonality, mission, no-go terms, style guide, ideal customer profile and personas. Store this basis centrally in HubSpot (brand tools), including brand identity and ideal customer profile. Result: teams and AI will speak "with one voice" in future.
Quick wins
Fully maintain brand voice and style guide (colors, typography, tone, do/don't)
Specify ICP/persona (industry, function, pain, trigger)
Link products and CTAs with clear objectives
Now messages become target group-specific. Use AI-supported segmentation and personalized landing pages and emails based on consistent customer data. Privacy by design is important: check European storage location, no approval for AI training, only share necessary fields, clarify internal approvals.
Practical levers
Combine smart content, tokens and segments with AI suggestions
Use outreach suggestions for "re-engage" contacts
Generate automatic handover notes for delivery/service for "closed won"
This is where you scale. A strong core piece (e.g. podcast, webinar, guide or blog) is turned into channel- and target group-specific emails, shorts, social posts and snippets for landing pages. The new marketing studio in HubSpot helps with remixing and orchestrating the campaign.
A small team works like a large one:
Define one "hero content" per week
Remix to 4-6 formats (LinkedIn post, reel/short, email, LP snippet, ad copy)
Differentiate channel tone (serious blog, approachable email, casual social)
The loop thrives on real-time feedback. Track performance, test hypotheses, roll out the next iteration. Clean web analytics, a dedicated source for AI/LLM traffic and simple but reliable feedback questions in forms such as "How did you hear about us?" are important. For each campaign, document what you have learned and what will be different in the next round.
Measurement basics:
Identify AI/LLM as a separate source in Analytics
Add AI/chatbots to forms with "Became aware of ..."
Record learning loops for each campaign and transfer them to the next round
We recommend the following implementation points so that you can quickly create and roll out your first loop marketing concept:
Document and sharpen your brand and ideal customer profile: Fully maintain the style guide, voice, USP, ICP/persona in HubSpot
Personalize outreach and website: Test AI segmentation, set up personalized LP/email variants, document GDPR concept
Remix content instead of reinventing it: define weekly hero content and systematically roll it out across multiple formats
Increase findability in response engines: Consistently expand brand presence, authority and touchpoints
Real-time learning: define KPIs per loop (response rate, meetings, MQL→SQL, assisted revenue), test, iterate
Loop marketing is not another hype funnel, but a way of working: consistently brand-based, data- and AI-supported, with clear learning loops. If you lay the foundations now and automate smartly, you can scale reach, relevance and speed - without losing the human touch.
Do you have specific use cases or questions about loop marketing and the new AI functions in HubSpot? Then don't hesitate to book a free appointment with us. We will look at your use case together and show you how you can make the best use of the framework for your business.
If you want to stay up to date with the latest trends in CRM and AI in marketing and sales, subscribe to our free newsletter here.