In today’s digital landscape, traditional marketing funnels no longer reflect how customers find, engage with, and purchase from brands. HubSpot’s newly unveiled framework, The Loop, offers an alternative designed for the AI era. If you’re a business owner, marketer, or strategist aiming to stay ahead, this article will explain why Express, Tailor, Amplify, and Evolve are reshaping modern marketing.
Why The Loop Matters in 2025
HubSpot introduced The Loop at its INBOUND 2025 event as a new playbook for growth marketing, pairing human creativity with AI efficiency (HubSpot, 2025a). The funnel—awareness to decision—is no longer enough in a world where AI-powered search and instant answers dominate customer journeys.
Recent research shows that about 60% of searches end without a click, largely due to AI providing direct answers within search results (TechRadar, 2025). This means businesses can no longer rely solely on website traffic; they must be discoverable in AI-driven experiences.
For regions like Southeast Asia, including Cambodia, where buyers interact heavily via mobile apps, chat interfaces, and social media, The Loop provides a model built for fragmented and nonlinear customer behaviors.
The Four Stages of HubSpot’s Loop Framework
1. Express – Define Your Brand Voice
The journey begins with clarity about your identity. Express focuses on establishing a consistent and authentic brand voice:
- Ideal Customer Profiles (ICPs): AI-powered tools like HubSpot’s Breeze Assistant integrate with ChatGPT, Claude, and Gemini to analyze customer data, including emails, calls, and reviews, to refine ICPs (HubSpot, 2025a).
- Style Guide Development: Businesses can generate detailed tone-of-voice and brand guides, ensuring all AI-driven content remains consistent.
- Campaign Planning: With HubSpot’s Marketing Studio, brands can quickly map full campaigns that align with their story and positioning.
Key insight: Express is about authenticity. In emerging markets where trust drives loyalty, a strong brand voice creates competitive differentiation.
2. Tailor – Personalize at Scale
Once identity is clear, Tailor ensures the message feels personal to every customer:
- Unified Customer Data: Leverage CRM, site behavior, and call transcripts to adjust messaging in real time.
- Segmentation: HubSpot’s advanced segmentation identifies intent signals and groups customers for targeted communication (HubSpot, 2025a).
- Personalized Experiences: Tools like AI-powered email personalization and dynamic landing pages adapt content based on customer preferences.
Key insight: Tailoring is not just inserting a name in an email. It’s delivering relevant content—culturally and contextually—to every audience segment.
3. Amplify – Extend Reach Beyond Owned Platforms
Amplify ensures content is discoverable and impactful:
- Multi-Channel Distribution: Beyond websites, brands must appear on TikTok, Reddit, YouTube, podcasts, and within AI-driven answers (Gate39 Media, 2025).
- Answer Engine Optimization (AEO): AEO tools optimize for large language models, ensuring brand visibility in AI-generated search results (SmartBug Media, 2025).
- Breeze Customer Agent: This AI tool enables immediate responses on high-intent web pages, improving conversion potential.
Key insight: Amplify is about meeting audiences where they already are—from short-form video platforms to conversational AI.
4. Evolve – Learn and Improve Continuously
Unlike static funnels, Evolve emphasizes rapid iteration:
- Predictive Email Engagement: HubSpot’s AI predicts campaign performance before launch.
- Rapid Testing: Businesses can test messaging, visuals, or targeting quickly, adjusting campaigns in hours instead of months.
- Data-Driven Insights: Each loop creates compounding intelligence, sharpening the next cycle (ImpactPlus, 2025).
Key insight: Agility is now a competitive advantage. Brands that evolve quickly outperform slower-moving competitors.
Case Studies and Real-World Impact
- Morehouse College used HubSpot AI to optimize 900+ web pages, maintaining a consistent voice while saving hours of manual work (HubSpot, 2025b).
- Kelly Services reported a 32% increase in site users and 26% growth in sessions after applying Loop-based personalization (HubSpot, 2025b).
For businesses in fast-growing regions like Cambodia and Southeast Asia, improvements of this scale can shift market position significantly.
Benefits of The Loop Framework
| Stage | Core Benefit |
| Express | Distinct, authentic brand identity |
| Tailor | Personalized experiences at scale |
| Amplify | Visibility across AI-driven and social platforms |
| Evolve | Continuous optimization with real-time feedback |
Collectively, these benefits mean:
- Faster campaign launches (days instead of months)
- Lower customer acquisition costs
- Stronger audience engagement
- Continuous growth through compounding loops
HubSpot summarizes it best: “When humans and AI work together in The Loop, businesses launch faster, build trust, and continuously improve” (HubSpot, 2025a).
How to Start Using The Loop
- If brand voice is unclear → Start with Express.
- If messages feel generic → Focus on Tailor.
- If content is strong but unseen → Apply Amplify.
- If campaigns lack agility → Implement Evolve.
Adopting The Loop doesn’t require a full tech overhaul. It builds on existing systems—CRM, marketing automation, and content workflows—while layering in AI optimization.
Best Practices and Cautions
- Keep human oversight: AI should assist, not replace, brand strategy.
- Measure what matters: Beyond clicks, track AI visibility, loop velocity, and conversion impact (New Breed Revenue, 2025).
- Balance speed and sustainability: Rapid iteration should not compromise creative quality.
- Ensure cross-team alignment: Sales, marketing, and customer service must share data for a holistic Loop.
Expert Insight
“As a Digital Marketing Specialist, I see The Loop as the evolution of the marketing cycle. It aligns with how people in Cambodia and Southeast Asia now discover, trust, and choose brands. The real magic is in combining our cultural insight with AI’s speed—turning every interaction into real growth.” — Mr. Phalla Plang, Digital Marketing Specialist
Note
HubSpot’s Loop Marketing Framework (Express, Tailor, Amplify, Evolve) is more than a trend—it’s a blueprint for thriving in the AI-powered marketplace.
- It replaces the funnel with a continuous, compounding cycle (New Breed Revenue, 2025).
- It merges human creativity and AI speed, ensuring relevance without sacrificing authenticity (Campaign Live, 2025).
- It enables businesses to adapt to shifting customer behaviors where AI answers dominate (TechRadar, 2025).
- It has already shown measurable success for early adopters (HubSpot, 2025b).
For marketers across the globe—and especially in growth regions like Southeast Asia—mastering The Loop is no longer optional. It is the path forward for sustainable, AI-ready growth.
More Read
References
Campaign Live. (2025, September 3). HubSpot introduces new AI-backed marketing framework. CampaignLive. https://www.campaignlive.com/article/hubspot-introduces-new-ai-backed-marketing-framework/1931562
Gate39 Media. (2025, September 9). From inbound to The Loop: HubSpot’s new marketing methodology. Gate39 Media. https://www.gate39media.com/blog/from-inbound-to-the-loop-hubspots-new-marketing-methodology
HubSpot. (2025a). The Loop: A new era of marketing. HubSpot. https://www.hubspot.com/company-news/loop
HubSpot. (2025b). Loop marketing: The playbook. HubSpot. https://www.hubspot.com/loop-marketing
ImpactPlus. (2025, September 4). What is Loop Marketing and does it work with endless customers? ImpactPlus. https://www.impactplus.com/blog/what-is-loop-marketing
New Breed Revenue. (2025, September 2). What is Loop Marketing? New Breed Revenue. https://www.newbreedrevenue.com/blog/what-is-looping-marketing
SmartBug Media. (2025, September 5). Out with the funnel, in with The Loop: Your guide to HubSpot’s new AI playbook. SmartBug Media. https://www.smartbugmedia.com/blog/out-with-the-funnel-in-with-the-loop-your-guide-to-hubspots-new-ai-marketing-playbook
TechRadar. (2025, September 3). ‘We did not chase clicks, we build trust’: How HubSpot wants to help write the AI marketing playbook. TechRadar. https://www.techradar.com/pro/we-did-not-chase-clicks-we-build-trust-how-hubspot-wants-to-help-write-the-ai-marketing-playbook
