HubSpot has launched a new marketing framework to help businesses grow in the era of AI-driven search, where more than 60 per cent of Google queries now end without a click.
Unveiled at INBOUND 2025, the new framework, dubbed Loop Marketing, is HubSpot’s answer to a fundamental shift in how customers discover and engage with brands online. With the rise of AI overviews, large language models (LLMs), and platforms like ChatGPT and Gemini answering questions directly, traditional digital marketing funnels are breaking down.
“The old marketing funnel assumed customers would come to you. Now the funnel isn’t flowing, and the old playbook is broken,” said Kipp Bodnar, Chief Marketing Officer, HubSpot. “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.”
Four stages of the Loop
Loop Marketing consists of four key stages:
• Express: Define brand tone, values and customer understanding before using AI. Metrics: content speed and cost.
• Tailor: Use AI to personalise messaging at scale using unified data. Metrics: channel-level click-through rates.
• Amplify: Distribute content across platforms where people — and AI — are searching. Metrics: conversion rate, AI visibility, citations.
• Evolve: Rapidly iterate using AI insights. Metrics: number of leads and experiment volume.
HubSpot claims that businesses implementing the Loop methodology internally have seen an 82 per cent increase in conversion rates. AI-generated traffic reportedly converts 4.4 times better than traditional search traffic.
New AI tools for human-AI teams
Alongside Loop Marketing, HubSpot announced over 200 AI-powered product updates aimed at marketing, sales, and service teams.
Highlights include:
• Data Agent: Analyzes CRM and other business data to answer questions and enrich records.
• Customer Agent: Handles customer inquiries and lead qualification across channels, resolving over 65 per cent of issues automatically.
• Breeze Assistant: Supports daily tasks, content creation, research, and meeting prep.
• Custom Assistants: AI teammates trained on unique company data and processes.
Kat Warboys, Senior Marketing Director, APAC, said: “Australian businesses know they need to adopt AI, but the real challenge is making it work for their bottom line. Our new products are designed to break down these barriers.”
According to HubSpot, businesses with connected systems are seven times more likely to succeed with AI implementation and six times more likely to significantly outperform their competitors.
For more information on the framework, visit hubspot.com/loop-marketing. To explore the latest AI updates, visit the September 2025 Spotlight page.