What is Loop Marketing? HubSpot’s Loop Marketing is a four-part growth framework (Express, Tailor, Amplify, Evolve) built for the AI era. It helps businesses define their brand, personalize outreach, expand reach across channels, and continuously improve results.
Marketing is changing fast. Buyers don’t behave the way they used to, channels are shifting, and the strategies that once worked aren’t always delivering the same results. At its INBOUND 2025 conference, HubSpot introduced Loop Marketing as a response to this new reality. It’s a dynamic, four-stage playbook designed for today’s AI-powered, attention-scattered environment — where the old linear funnel isn't enough.
In this article: what Loop Marketing is, why it matters now, the four parts of the Loop (Express, Tailor, Amplify, Evolve), and how businesses can implement it. At the end, we’ll show how Bonafide can help you put it into action.
What is Loop Marketing?
Loop Marketing is HubSpot’s new growth framework built for the “AI era.” It retains the core ideas that made inbound marketing successful — educating customers, creating value, building relationships — but adapts them for a world where discovery often happens outside your website (think AI-overviews, LLMs like ChatGPT, voice assistants, etc.), and where personalization, speed, and adaptability are essential.
Instead of a one-way, linear funnel (Awareness → Consideration → Decision), Loop Marketing treats growth as a continuous cycle. Each loop (or iteration) gets sharper — you express your brand, tailor to your audience, amplify reach, then evolve based on what you learn.
Why It’s Needed Now
The customer journey is changing and with it, so are SEO best practices. Here are a few of the reasons HubSpot and many marketers see Loop Marketing as essential:
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Declining click-throughs and organic website traffic: More searches are ending without clicks, because AI and large language models are serving answers directly to users.
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Scattered attention: Prospects are spread across more channels than ever — social media, creators, communities, podcasts, etc. It’s not enough to just rely on blog posts and SEO.
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Demand for personalization: Generic messages resonate less. Audiences expect tailored, relevant experiences that feel human.
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Need for agility: Traditional campaign cycles that take months or quarters to adjust are too slow. Businesses need to act on signals quickly and improve continuously.
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The Four Parts of Loop Marketing
Here are the four stages of the Loop, what each means, and how they build off each other. You don’t always have to start at stage one — you can lean into whichever stage addresses your current biggest challenge.
Why It’s Valuable for Businesses
Implementing Loop Marketing offers multiple benefits:
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Faster go-to-market: Because AI tools accelerate content creation, campaign planning, and execution. What might take weeks or months you can often get live sooner.
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More relevant connections with audiences: With tailored messaging and attention to signals, you earn trust, feel more personal, and are more likely to convert.
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Better ROI from marketing spend: Amplifying across channels and focusing on relevant channels reduces waste; evolving quickly means you reduce sunk cost in underperforming tactics.
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Staying competitive in discovery: As AI and LLMs become part of how people research and find brands, being visible, relevant, and cited in these channels becomes a competitive advantage.
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Continuous improvement: The loop structure means you’re never stuck with stale strategies; you’re always learning and optimizing.
Example: What Loop Marketing Looks Like in Practice
To illustrate how this might work in a real business, here are two hypothetical examples.
Example A: SaaS Company
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Express: They start with a brand workshop: define ideal customer segments (say, small business owners in e-commerce), capture what those customers care about (pain points with shipping, inventory, etc.), craft a style guide: tone, messaging pillars (e.g. ease, reliability, growth).
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Tailor: Use CRM data + usage behavior + web activity to segment prospects by where they are (evaluation, exploring, ready to buy). Personalize emails, landing pages, demo content based on those segments. Maybe even dynamic content on the website that shifts messaging (feature-oriented for some, price-focused for others).
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Amplify: Launch content not only on their blog but via creator partnerships (micro-influencers in ecommerce), optimize content for AI search (so content is structured for likely queries that LLMs cite), promote via LinkedIn and niche community forums, run paid ads targeted by intent.
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Evolve: Monitor which content topics get cited by AI search, track engagement across channels, run A/B tests for subject lines or landing page offers, adjust budget and channels mid-campaign, feed back what content types or messaging styles are strongest into the next loop.
Example B: Local Retail / Consumer Brand
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Express: Define what makes them unique (local craftsmanship, sustainable sourcing), build out tone (authentic, personal, storytelling).
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Tailor: Use purchase history and in-store / online behavior to send personalized offers (e.g. someone who browsed winter coats gets early-access discount). Maybe use chatbots or AI-assistants to answer customer questions based on their individual context (size, style, past purchases).
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Amplify: Using social media creators, partnering with local community events, optimizing content for voice search or local SEO / AI search, ensuring presence on review sites and community boards.
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Evolve: Watch what messaging resonates, which channels deliver sales, what customer feedback is saying. Use small tests (e.g. try a new creator vs. a new ad channel), and refine.
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FAQs about Loop Marketing
Here are some frequently asked questions that businesses tend to have when hearing about Loop Marketing.
Q: Does Loop Marketing replace inbound marketing?
A: Not entirely. Loop Marketing builds on the principles of inbound — value, education, relationships — but updates them for a world where discovery, attention, and channels look different. It complements and evolves inbound rather than wiping it away.
Q: Do I need HubSpot (or a particular tech stack) to use Loop Marketing?
A: No. The principles are broadly applicable. That said, HubSpot has built features (Breeze Assistant, Marketing Studio, Segments, AI-powered tools, etc.) to make certain pieces easier, particularly unifying data and using AI. If you have good customer data, tools for personalization, and measurement, you can start even without changing everything.
Q: Where should I start? Which stage of the Loop is best to begin with?
A: It depends on your biggest gap. If your brand voice or identity feels inconsistent, start with Express. If your message is generic and engagement is weak, start with Tailor. If you’re doing content but struggling to reach new audiences, Amplify may be your best starting point. If you have campaigns underway but want to improve speed, ROI, and adaptability, start with Evolve. You can also run multiple stages in parallel.
Q: How much change in results can I expect, and how soon?
A: Early adopters report seeing improvements in engagement, faster campaign creation, and better conversion metrics within 30-60 days in many cases. But the magnitude depends on how much room there is to improve, how clean your data is, how big your audience is, etc.
Q: What are pitfalls or challenges?
A: Some to watch out for:
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Poor or fragmented data can limit the Tailor or Evolve phases.
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Over reliance on AI without clear brand identity can lead to generic or bland content.
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Trying too many channels in Amplify before you have some stability in message or measurement.
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Not investing in real-time measurement / feedback loops — waiting months to see results makes it harder to adjust.
Invitation: How Bonafide Can Help
At Bonafide, we believe that every business can win in the AI era — not by chasing every new tool, but by building a growth system that’s authentic, agile, and tuned to your audience.
If you’re considering Loop Marketing but aren’t sure where to begin, or if you want a partner to help implement it end-to-end (defining your brand expression, building the tech/data stack, planning & executing campaigns, setting up measurement & feedback loops), we’d love to help.
Reach out to Bonafide today to talk about how we can get your business spinning the Loop — faster, with more impact, and in a way that feels true to who you are.
