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Loop Marketing是HubSpot推出的四阶段营销方法论，结合AI效率与人类真实性驱动增长。它通过Express定义品牌身份、Tailor个性化互动、Amplify多渠道放大、Evolve实时迭代，构建持续优化的营销闭环。该方法针对AI时代买家行为变化设计，强调跨渠道内容一致性，通过统一数据与AI分析实现精准触达与快速响应，帮助企业在注意力碎片化时代建立可复用的增长引擎。
🌟Express阶段通过AI分析用户评论、社媒互动等数据，精准定位理想客户画像，并制定涵盖使命、语气、个性的品牌风格指南，确保AI生成内容符合品牌调性，避免同质化输出。
🎯Tailor阶段利用AI整合CRM活动与网页行为数据，实现基于购买触发因素的动态受众细分，并开发自适应着陆页与广告，嵌入相关视频内容构建信任，完成从简单个性化到'一人一段'的深度定制。
🚀Amplify阶段通过AI识别目标客户活跃平台（如YouTube、LinkedIn），将优质内容重构为AI搜索引擎优化（AEO）格式，并利用AI跨平台改写功能实现内容矩阵化传播，同时与行业KOL合作扩大声量。
🔄Evolve阶段运用AI实时追踪转化信号，建立包含AI可见度、引用量、渠道转化率的统一评分卡，通过快速A/B测试优化创意素材，并将营销洞察融入销售流程缩短成交周期。
🤝Endless Customers系统作为燃料，聚焦成本、问题、对比、评价、最佳五大买前关注点，通过透明内容、视频展示、无摩擦销售工具构建信任信号，实现营销、销售与领导层的协同作战。
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:
What Loop Marketing is and how it works. Why this new model is essential for growth in the AI era. How the Endless Customers System™ provides the fuel for Loop Marketing. How to align your teams to execute this modern growth strategy. Common pitfalls to avoid when getting started.
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.
What Is Loop Marketing?
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:
Express: You start by defining your brand’s unique identity. Your taste, tone, and point of view. This is essential for guiding AI to produce content that is unmistakably yours, not generic spam. Tailor: Next, you use AI and unified customer data to make every interaction feel personal and relevant. This goes beyond “Dear {First Name}” and uses behavioral signals to deliver what each buyer needs in the moment. Amplify: With a clear and tailored message, you diversify your content across the channels where your customers—and AI engines—are spending their time. This includes optimizing for LLMs, YouTube, and social platforms to ensure you are discoverable everywhere. Evolve: Finally, you use AI to track performance in real-time, allowing you to iterate and make changes in days, not quarters. Each campaign makes the next one smarter, creating a competitive advantage that compounds over time.
Image credit: HubSpot. Used per HubSpot Content Usage Guidelines. 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.
Why Does Loop Marketing Matter Now?
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.
How Does Loop Marketing Work in Practice?
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:
Stage 1: Express
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:
Identifying your ideal customer profile: Use AI to efficiently analyze customer reviews, social media comments, DMs, emails, and call notes to understand what your customers care about and what unique value you provide. Creating a style guide: Based on these insights, you can create a professional style guide that defines your brand's mission, tone, and personality for AI to work with. Brainstorming core content topics: Map out the foundational questions your buyers have. A great starting point is to plan content that addresses The Big 5 (the topics every buyer researches, such as cost, problems, comparisons, reviews, and best) to ensure you're giving the answers your buyers want.
Stage 2: Tailor 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:
Segmenting your audience: Use AI to analyze customer behavior and spot patterns, segmenting your audience by factors like industry or buying triggers. Creating adaptive content: Develop landing pages, ads, or calls to action that adapt to the person viewing them based on unified data like CRM activity and web behavior. Using video to connect and qualify: Embed relevant videos from your Selling 7 library on your website to build trust and show prospects you understand what they need.
Stage 3: Amplify
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:
Branching into new channels: Identify where your ideal customers spend their time, which might include platforms like YouTube, Reddit, podcasts, or LinkedIn. Optimizing for AI engines (AEO): Reformat your best content for AI Engine Optimization (AEO) by creating Q&A sections and short, direct answers ready to be surfaced in AI search results. Remixing content for multiple platforms: Use AI to repurpose a single piece of content for different channels, like turning a blog post into a TikTok video concept or a LinkedIn carousel. Collaborating with trusted people of influence: Partner with influential voices in your industry that your audience already trusts to get your message in front of the right people.
Stage 4: Evolve
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:
Predicting success: Before launching a campaign, use AI to predict which ideas are most likely to convert based on past performance. Monitoring performance in real-time: After launch, use AI to track engagement and conversion signals, highlighting what matters so you can adjust your strategy quickly. Testing and adjusting quickly: Based on real-time data, you can rapidly A/B test different creatives, headlines, or landing pages and make changes accordingly. Improving the sales process: Use campaign learnings to identify which content is most effective at educating buyers, and then formally integrate it into your sales process through Assignment Selling to shorten sales cycles and increase close rates.
How Endless Customers Fits with Loop Marketing
The Philosophy: Earn Trust at Scale
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.
Content as the Operating System
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:
Cost & Price Problems Versus & Comparisons Reviews Best in Class
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.
Sales, Marketing, and Leadership Alignment
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.
Trust Signals, Proof, and AI-Readiness
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.
Common Pitfalls (and How to Avoid Them)
Scattered, generic content that doesn’t build trust. Do this instead: Anchor your content strategy in The Big 5 topics. Create a backlog of articles and videos that answer your buyers’ most pressing questions about cost, problems, and comparisons to provide genuine value.
Weak measurement and a focus on vanity metrics like traffic.
Do this instead: Use a scorecard that tracks metrics for each stage of the loop, including AI visibility, number of citations, and conversion rates per channel. Connect marketing activities directly to sales outcomes using a unified CRM.
No sales collaboration, leading to content that misses the mark.
Do this instead: Establish a Revenue Team with regular meetings between sales and marketing. Have marketers listen to sales calls and involve salespeople in brainstorming and creating content to ensure it is relevant and useful.
Launching one-and-done campaigns that fail to learn.
Do this instead: Embrace the Evolve stage of the loop. Treat every campaign as an experiment and use AI-powered analytics to make rapid adjustments. Create a culture where learning fast is more important than launching perfectly.
FAQs about Loop Marketing and Endless Customers
How is Loop Marketing different from the flywheel? While both are cyclical models, Loop Marketing is a distinct playbook designed specifically for the AI era. It places a stronger emphasis on AI-driven personalization, multi-channel amplification beyond your website, and real-time evolution powered by AI analytics. How soon will we see results with this approach? While building a library of trust-building content is a long-term strategy, some elements can deliver results quickly. For instance, many businesses see an immediate increase in leads after launching self-service tools like pricing estimators. HubSpot notes that many users report higher engagement and conversion rates within 30-60 days of implementation. Do we need HubSpot to do Loop Marketing? No, the principles of Loop Marketing and Endless Customers can be applied with any toolset. However, a unified platform like HubSpot, with its Smart CRM and integrated AI tools, is designed to make orchestrating the loop much easier by keeping your data, teams, and channels connected. Where should we start if we’re new to both concepts? Start with the Express stage of the loop by defining your ideal customer and brand voice. Simultaneously, begin creating content for The Big 5, starting with an article or video that honestly addresses the cost of your product or service. This single piece of content can immediately begin building trust and generating leads. What is AEO and why does it matter? AEO stands for AI Engine Optimization (or Answer Engine Optimization). It’s the practice of increasing your company’s visibility in the answers that AI delivers. It matters because buyers are increasingly asking questions to AI instead of searching Google, and you need to be part of the trusted answer AI provides. AEO focuses on things like stats, quotes, and repetition across high-authority sources to build credibility. How do humans and AI work together in this model? The model is designed as a partnership: humans lead with taste, strategy, and judgment, while AI accelerates with speed, scale, and execution. Humans define the brand voice and create authentic stories, while AI helps generate content variants, analyze data, and personalize experiences at scale.
The New Era of Marketing
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.
