From Inbound to The Loop: HubSpot’s New Marketing Methodology

Marketing has never stood still, and neither has HubSpot. At INBOUND 2025, HubSpot announced a bold evolution of its long-standing Inbound Methodology: introducing The Loop.

Instead of thinking about marketing as a funnel or flywheel, The Loop reflects today’s reality — a continuous cycle of expression, personalization, amplification, and evolution. This new framework is designed for the age of AI-driven search, hyper-personalization, and multi-channel engagement.

So, what does this shift mean for marketers, and how can your business start leveraging The Loop today?

How is The Loop different from Inbound?

The classic Inbound framework helped organizations attract, engage, and delight. But the digital landscape has changed. Buyers now expect:

• Personalization at scale  
• Real-time answers through AI  
• Authenticity and brand voice across every channel  

The Loop methodology addresses these needs by creating a continuous process that feeds back into itself, allowing businesses to adapt faster, connect deeper, and show up where customers are looking.

What are the four stages of The Loop?

1. Express

This stage is about defining and sharing your brand voice. While AI tools are generating more content than ever, your distinct tone, clarity, and perspective are what will set you apart. Train your AI tools on your brand guidelines so every message sounds like you.

2. Tailor

Customers expect relevance, not noise. Tailor messaging 1:1 by leveraging intent signals (such as page views, demographics, and behavior). Deliver hyper-targeted content that makes each prospect feel understood.

3. Amplify

Meet your audience where they are. Whether through podcasts, videos, newsletters, LinkedIn, Instagram, Reddit, YouTube, or paid ads, amplification ensures your voice is heard. Importantly, this also means optimizing for AI Engine Optimization (AEO) so your brand shows up in AI-driven answers.

4. Evolve

The Loop is not static; it’s built to be refined. Use analytics and AI insights to measure performance, sharpen your strategy, and act quickly. Iteration is the key to staying competitive.

Learn more directly from HubSpot: The Loop Playbook

How can businesses start using The Loop?

Adopting The Loop might feel overwhelming, but here are some practical first steps:

1. Build your brand guide and integrate it into AI tools. Ensure logos, colors, and personality are reflected in every output. Here’s how HubSpot helps with brand voice.
   
   
2. Clean up your data. Personalization only works when data is accurate and well-structured. 
   
   
3. Develop cross-channel content. One idea can become a blog, a podcast episode, a video, an email, and a social post.
   
   
4. Review your AI prompts. Make sure your content is easily discoverable in AI-generated responses. 
   
   
5. Track progress weekly. Focus on KPIs like AI referral traffic, conversions, and content visibility. 

Need help getting into The Loop?

• Create content rooted in your authentic brand voice
• Clean and optimize your data for personalization
• Recommend AI-first strategies to stay ahead
• Amplify your reach across every channel

Ready to embrace The Loop? Schedule a call with our HubSpot expert, Allison, and let’s get started.