On September 3, 2025, at INBOUND in San Francisco, HubSpot CEO Yamini Rangan introduced Loop Marketing, a new approach for growth in the AI era.
If you are a business leader, you know marketing isn’t what it used to be. AI now answers more questions before anyone clicks, and attention moves across channels faster than ever. The way businesses approached their marketing strategy had to change. That is why HubSpot launched Loop Marketing.
Loop Marketing outlines four stages that teams can run today:
In this article, we explain what Loop Marketing is and how it pairs with the Endless Customers System™ so your company becomes the most known, trusted, and recommended in your market.
Keep reading to learn:
We wrote this article to make Loop Marketing clear and useful, and to show how it works with the Endless Customers System™ to drive real growth. At IMPACT, we have helped hundreds of teams build in-house, trust-first marketing, and we hope you’re able to use what follows even if you never work with us. If it helps you become more known, trusted, and recommended, we consider that a win.
HubSpot defines Loop Marketing as a dynamic, four-stage playbook that combines the efficiency of AI with human authenticity to drive growth.
Unlike a traditional funnel that moves customers down a one-way path, the loop is a continuous cycle that learns and gets sharper every time you use it. It’s built to adapt to modern buyer journeys, where customers are found across multiple channels like YouTube, social media, and communities, not just on your website.
The four stages of Loop Marketing are:
This model moves away from the linear predictability of the funnel, which is no longer effective now that organic traffic is declining and buyers are scattered across dozens of platforms.
The old growth playbook is broken. Forrester has shared that buyers now complete around 80% of their research independently before ever contacting a salesperson.
Simultaneously, the rise of AI-generated search results is making website traffic an unreliable lifeline. According to SparkToro research, nearly 60% of all Google searches end without a click.
Things have really changed!
Your brand has to be visible where your buyers are asking questions, whether they’re asking other people on social media or asking an AI model like ChatGPT.
Loop Marketing matters because it’s built for this new reality.
It acknowledges that growth is no longer about forcing buyers down a funnel but about creating a continuous cycle of engagement and learning.
By focusing on creating strong signals across multiple channels, you build a brand that both humans and AI algorithms recognize as a trusted authority. This approach moves the goal from simply chasing clicks to earning trust and building a memorable brand, which is the only sustainable way to grow in the AI era.
You can enter Loop Marketing at any stage, depending on your business's most significant opportunity or challenge at the moment. The process isn't strictly linear.
Each stage feeds naturally into the next, creating a cycle of continuous improvement. Each stage also uses AI to enhance human creativity and strategic thinking.
Let's break down each stage:
This stage is about defining and solidifying your brand's identity.
You should start here if you struggle to explain what makes your company different or if your customers describe your value better than you do. The goal is to lock in who you are, what you stand for, who you're talking to, and how you express that identity so that your brand shows up consistently everywhere.
In practice, this involves:
The Tailor stage focuses on making your marketing message feel personal and relevant to what an individual cares about right now.
You should begin here if your marketing feels one-size-fits-all and you're seeing engagement rates drop. The goal is to move beyond simple personalization to deliver content that is genuinely relevant, treating each customer as a "segment of one".
In practice, this involves:
This stage is about getting your clear, tailored message in front of as many right-fit people as possible.
Start here if you have content that you know converts but isn't getting enough visibility, or if you're invisible in AI search engine results. The focus is on diversifying your channels and being present where your customers are, rather than waiting for them to find you.
In practice, this involves:
The final stage is about learning quickly, adjusting in real time, and making every campaign better than the last.
Focus on this stage if you have active campaigns and want to optimize them for better results. The goal is to create a habit of testing, learning, and tweaking that allows your results to compound over time.
In practice, this involves:
The core philosophy of Endless Customers is to become the most known and trusted brand in your space by obsessing over your buyers’ questions and answering them with radical honesty and transparency.
This philosophy perfectly aligns with the Loop Marketing approach.
When you commit to educating buyers and empowering them to make smart decisions, you naturally create a continuous cycle of engagement. Buyers who trust your content will return, consume more, and send powerful signals of credibility that both humans and AI recognize.
Loop Marketing provides a powerful framework for modern growth, but it needs fuel.
That fuel is trust-building content.
To feed the loop with strong inputs, you must create content that addresses what buyers are actually searching for. The Endless Customers System focuses on The Big 5 topics buyers research before making a purchase:
By creating helpful and transparent content on these subjects, you provide high-quality, authoritative information that AI engines are more likely to cite in their answers. This directly supports the Amplify stage of Loop Marketing by improving your AI Engine Optimization (AEO).
Furthermore, Endless Customers emphasizes creating self-service tools like pricing calculators and product configurators. These tools not only remove friction from the buying process but also serve as powerful assets within the Tailor stage of Loop Marketing, allowing you to gather intent data while delivering a personalized experience.
A loop cannot function if teams work in silos. The Endless Customers system requires the creation of a unified Revenue Team, where marketing, sales, and leadership work together on a single mission: to become the most known and trusted brand in the market.
In this model, the sales team acts as subject matter experts (SMEs), providing firsthand insights into buyer questions and pain points that inform content creation. Marketing, in turn, creates content that the sales team uses in the sales process through a technique called Assignment Selling.
This deep collaboration ensures that the content created in the Express stage is practical, authentic, and directly tied to revenue outcomes, making the entire loop more effective.
In an AI-driven world, trust signals are the ultimate currency.
AI algorithms and human buyers alike weigh all forms of social proof heavily when making decisions. The Endless Customers System is built on the Four Pillars of a Known and Trusted Brand: being willing to say, show, sell, and be more human than your competitors.
This means creating transparent content, pulling back the curtain with video, designing a frictionless sales process, and humanizing your brand with authentic stories. These practices generate the high-quality signals of credibility and authority that are essential for success in a Loop Marketing model.
The era of predictable, linear marketing is over.
To grow today, you must build a dynamic system that earns trust, adapts in real-time, and meets buyers wherever they are. By pairing HubSpot’s Loop Marketing approach with the trust-building philosophy of the Endless Customers System™, you create a powerful growth engine.
Loop Marketing provides the AI-powered vehicle for speed and scale, while Endless Customers provides the high-octane fuel of authentic, customer-obsessed content. Together, they give you a clear path to becoming the most known and trusted brand in your space.
Ready to put these ideas into action? Here are a few next steps:
Featured image credit: HubSpot. Used per HubSpot Content Usage Guidelines.