Understand Loop Marketing

Loop Marketing is a four stage playbook that helps marketers grow in the AI era. Unlike traditional linear marketing approaches, Loop Marketing is designed for a world where buyers research with AI, get answers before clicking, and discover solutions across scattered channels like TikTok and podcasts.

With Loop Marketing, marketers can work hand-in-hand with AI to become more efficient and drive better results through human-driven strategy and creativity, and AI-driven execution and optimization. Loop Marketing allows you to generate content using Breeze to:

• Express your brand identity: create a brand style guide for your campaigns and AI that is informed by your ideal customer profile.
• Tailor your approach: make your content personal, enrich your data, build audience segments, and ensure human quality checks.
• Amplify your reach: build, optimize, and activate your content for humans and bots across channels like YouTube and social video, email, LLMs, search, creator feeds, and more.
• Evolve your strategy: monitor real-time performance, run experiments, and tweak campaigns to match your needs.

Learn more about the tools you can leverage for each stage.

Express your brand identity

Use the following tools to express your brand identity with a clear voice, context, and perspective:

Breeze Assistant

Use Breeze Assistant to support your marketing goals. Breeze Assistant can help you generate content and perform other tasks in HubSpot.

For example, a marketing team has launched a new email campaign to promote an upcoming webinar. After the initial send, they need to quickly analyze engagement and optimize a follow-up email to improve registration rates.

Instead of waiting for a manual report, they use Breeze Assistant to evolve their campaign by instantly summarizing the raw performance data and then directly generating optimized campaign content based on the analysis. Instead of spending 2-4 hours doing manual data extraction, they're able to use the generated campaign content to send an optimized follow-up email that leads to improved webinar registration rates thanks to Breeze's targeted insights.

Brand identity

Brand identity uses Breeze to gather and apply brand-specific context including voice, tone, ideal client profile, products, and competitive insight to create higher-quality AI-generated content.

For example, a content creator needs to write a new blog post about a product launch. Instead of starting from a blank page or a generic template, they want to use AI to generate a first draft that is already aligned with their company's established brand identity.

Because Breeze gathered and supplied brand specific content, they can generate a new blog post that accurately reflects their company's unique voice, tone, and customer profile without needing extensive manual editing.

Marketing Studio (BETA)

Use Marketing Studio to design campaigns, create assets, and execute your plan all from a single workspace. You can plan campaigns and build assets for multiple channels without switching between different tools.

For example, a marketing manager needs to launch a social media campaign for an upcoming product. Their goal is to quickly create and execute the campaign by using Marketing Studio’s AI capabilities.

The manager uses Marketing Studio's AI capability to generate the campaign brief and initial assets, which saves time and streamlines the entire process.

Tailor your approach

Use the following tools to tailor your messaging to your customers' need:

AI-powered contact and company enrichment

Use data enrichment to keep contact and company records up-to-date with complete information. 

For example, a B2B software company has a lead who just downloaded a whitepaper on "AI in Manufacturing." The company's marketing team wants to follow up with a highly personalized message that shows they understand the lead's specific needs and industry.

The B2B software company's marketing automation used Breeze to scan public data sources and identify the lead's company, subsector of manufacturing, and recent company news. It then added this information to the lead's contact record. The AI-powered email tool can use this data to generate a more personalized email that references the lead's company and congratulates them on the new contract, then connects the whitepaper's topic to how the company's software could help them with their new project.

Data Agent (BETA)

Use data agent to create a framework for data operations, using AI to automate and enhance data analysis, transformation, and workflow integration. It leverages smart properties to generate custom, business-specific data points, smart actions for automated workflows, and smart columns to enrich datasets by adding new columns in Data Studio.

For example, a B2B SaaS company wants to engage with a new lead, a marketing manager named "Alex," who just signed up for a free trial. The company's goal is to provide a personalized onboarding experience that feels proactive and addresses Alex's specific pain points before a salesperson even makes contact. 

As soon as Alex signs up, Data Agent uses smart properties to analyze Alex's behavior within the product and generate custom properties based on his behavior, smart actions to create a sales task for a sales rep to reach out with a personalized demo, and smart columns to add a new column to Alex's contact record that helps sales reps tailor their interactions to be more helpful and meaningful. 

Sync data from third-party applications in Data Studio (BETA)

Use Data Studio to create comprehensive datasets by integrating external data sync apps like Google Sheets and Snowflake in your HubSpot CRM.

For example, a software company recently hosted a series of webinars and workshops. The marketing team has a Google Sheet that meticulously tracks all event attendees, including which specific sessions they attended, any questions they asked during the Q&A, and their engagement level (e.g., duration they stayed online). The company wants to use this granular data to execute a highly tailored follow-up campaign that feels personal to each attendee.

After establishing a data sync between the company's Google Sheet and its CRM, each attendee's contact record is enriched with granular event data, such as the specific session topics they attended and questions they asked. This updated information is then used to trigger a personalized follow-up workflow, where each attendee receives a unique email that directly addresses their interests and questions, making the communication relevant and highly engaging.

AI-powered email (BETA)

Use AI email creation to generate an email designed for a target audience to take a specific action.

For example, a marketing team needs to launch a new product and has a tight deadline. They have three distinct audience segments—small businesses, enterprises, and individual freelancers—and need to send a targeted email to each one.

To save time and ensure the messaging is perfectly tailored, they use AI email creation to create and personalize a series of marketing emails, ensuring each message is relevant to a different audience segment.

Audience segmentation

Use the Smart CRM to build targeted customer segments by enriching your contact data and gaining insights into high-value company actions and news updates through intent signals.

For example, a sales team at a B2B SaaS company is struggling to convert leads because their contact records are incomplete. They need a way to find high-value prospects, enrich their data, and use those new insights to tailor their messaging.

The Smart CRM uses data to move your contact segments from a broad, one-size-fits-all marketing approach to a highly personalized and automated strategy that continuously improves.

Amplify your reach

Use the following tools to amplify your reach by making you discoverable across channels and recommended by the voices your buyers trust:

AEO strategy tools (BETA)

The shift from Search Engine Optimization (SEO) to AI Engine Optimization (AEO) reorients content strategy from keyword-based ranking to intent-based answering, focusing on providing direct, concise solutions for conversational AI and chatbot queries rather than just appearing in search results.

With AEO Strategy, you can view how well-optimized your content is for AI-powered search. See which topics drive leads, identify underperforming content, and find new ways to increase visibility with your own data.

For example, a content manager has a library of blog posts and landing pages that perform well in traditional search. To adapt to the modern buyer's journey, where more people use AI to find information, they need to amplify their content so it appears in AI-generated summaries and conversational responses.

They use AEO strategy tools to increase their company's visibility and authority in AI search engines by optimizing existing and new content.

Customer agent

Create a customer agent powered by Breeze that uses your HubSpot content and public URLs to answer users' questions. The customer agent can then be assigned to one of your channels and will respond to support questions with contextual knowledge and a conversational tone, allowing the rest of your support team to focus on more complex cases and tasks.

For example, a software company has a rich library of knowledge base articles, blogs, and FAQs. They want to leverage this content to build trust and position themselves as an industry expert on key channels where their audience asks questions, without requiring a human team member to be constantly active.

They use a customer agent to provide instant, knowledgeable responses on high-traffic channels.

Video clip agent

With buyers increasingly consuming content on video-first platforms, repurposing your long-form videos becomes essential. Use the video clip agent to generate clips from your original video. 

For example, a video content creator wants to quickly generate promotional clips from a long-form interview for their social media channels.

The video clip agent automatically reviews the full interview video and suggests three short, pre-edited clips that are each less than 90 seconds. It also provides a suggested title for each clip. The content creator can then easily preview, edit, or save all these clips as drafts with a single click, streamlining their workflow.

Evolve your strategy

Use the following tools to evolve your reach by using AI to track performance and deliver real-time recommendations.

Email engagement optimization (BETA)

When sending a marketing email, you can choose what levels of engagement to target with the recipients. Sending marketing emails to more engaged contacts results in higher open and click rates and a better sender reputation.

For example, a marketing manager has been sending out a weekly newsletter to a broad list of subscribers. They've noticed that while their list is large, their open rates are stagnant.

To improve their performance, they want to use HubSpot's engagement data to evolve their email strategy and focus on the most valuable subscribers.

Marketing analytics suite

Use the marketing analytics suite to analyze reports pertaining to what channels are driving the most engagement, how your website is performing, and contact insights.

For example, a marketing manager has just finished a content campaign that included a series of blog posts and social media promotions. They want to move beyond a simple look at traffic numbers.

They use the marketing analytics suite to understand the full performance of the campaign and what content drove the most revenue to evolve their strategy for future marketing efforts.

A/B testing (BETA)

Use Breeze-powered A/B testing to generate suggested copy for your landing pages to discover what resonates most with your audience and create the most effective versions. 

For example, a marketing manager has a high-traffic landing page for a new product, but the conversion rate is lower than expected. They want to test different versions of the page's headline and body copy to see if they can increase the number of sign-ups.

They use Breeze-powered A/B testing to evolve their landing page's copy, continuously improving its conversion rate by discovering what messaging resonates best with the audience.

Learn more about how you can get access to Loop Marketing resources.