Understand Loop Marketing

Loop Marketing is a four stage framework 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 use AI to become more efficient and drive better results through human-driven strategy and creativity, and AI-driven execution and optimization. When using the Loop Marketing framework, use Breeze to:

• Express your story: work with AI to create campaigns based on your objectives, informed by your brand style guide and ideal customer profile.
• Tailor your approach: build audience segments, enrich your data, and make content personal.
• Amplify your reach: build, optimize, and activate your content for humans and answer engines across channels like YouTube, social, ads, creator feeds, and more.
• Evolve your strategy: monitor real-time performance, run experiments, and tweak campaigns to match your needs.

Please note: you can manage AI feature access in your AI settings and configure what data is shared. Review HubSpot's AI Trust FAQs and AI Model Cards for detailed information on AI security controls, data use, and compliance.

Understand prerequisites

To effectively implement the Loop framework, complete the following foundational tasks.

• Set up Breeze Assistant: throughout the framework, Breeze Assistant will be used to generate insights and content. Suggested prompts will also be provided.
  • Before getting started with Loop Marketing, you must set up Breeze Assistant and provide user permissions for the relevant tools. For example, to create campaigns in the express stage, users will need Campaign Edit permissions. 
  • It is also strongly recommended to create a custom assistant (BETA) for Loop Marketing and a knowledge vault (BETA) to provide any additional context on your brand. 
  • It is strongly recommended to review AI outputs throughout the process. Flagging any patterns of errors will help to refine your style guide and prompts.
    

• Define your audience: use Breeze Assistant or the HubSpot Connectors for ChatGPT, Claude, or Gemini (BETA) to summarize CRM data from your highest-value customers to create an audience profile. This will be used when setting up your brand identity and reviewing your data layer.

  • Suggested prompt: tell me about our most successful customers. What are the biggest pain points that leads have expressed in their intake forms? Give me the history of our best deals.

• Craft a style guide and use it in HubSpot: define a brand style guide to capture your unique branding and how it applies to your target audience. This will be your brand identity context. Input this into the brand identity tool. Then, when creating content with AI, brand-specific context including voice, tone, ideal customer profile, products, and competitive insight will always be applied. 

• Set up your data layer: to effectively generate content and tailor your messaging, set up the following tools to ensure that your data is unified. It is also recommended to audit your CRM data with your defined audience using a Breeze Assistant prompt.

  • Tools to unify data: consolidate and complete your data with the following tools. 
    • Data Studio (BETA): consolidate your data from different platforms into HubSpot. You can also use datasets with other tools such as lists, workflows, and reports. Learn how to set up Data Studio. 
    • Data agent: fill gaps in your CRM with custom enrichment, such as researching company information, enriching contact properties, and turning unstructured data from calls and notes into structured fields. Learn how to set up and use data agent. 
    • Buyer intent: set up buyer intent to identify leads based on active intent signals and target based on intent during the Tailor stage. Learn how to set up buyer intent. 
  • Suggested prompt: are my contacts currently effectively organized based on the characteristics, tiering, and signals from this audience [audience description].

Express: define your campaign story 

During this stage, define a campaign story based on an objective, rooted in your foundational context. At the end of this stage, you should have:

• A campaign objective: the purpose of your campaign. For example, you can set an objective of generating new leads for a specific product during this campaign. 

• A campaign story: the story you want to tell based on your objective. This includes the key idea and messaging for this campaign.
  

• Core asset: the asset that you're trying to drive traffic to, such as a playbook, a landing page, etc. In later stages, you can repurpose this to generate the campaign's supporting content and assets.

• Campaign plan: a structured campaign, including timelines and planned channel activation, as well as desired outcomes based on the campaign objective. 
  
  

To execute the Express stage in Loop Marketing, you will need to generate a campaign story, a core asset, and a campaign plan:

Tailor: personalize your message

During this stage, leverage behavioral signals, intent data, and contextual information to tailor messaging to your leads. At the end of the stage, you should have:

• Audience segments with personalization logic

• Dynamic content variations

• Active agents on high-intent pages

When tailoring your content, it is strongly recommended to manually review your content for the following: 

• Brand voice and tone should be kept consistent across all variations.
• Personalization feels natural and not overly familiar.
• Personalization and facts used are accurate.
• Value propositions align with actual customer needs and segment.
• CTAs make sense for the customer or company's lifecycle.
  
  

Amplify: deploy across diversified channels

• AEO-optimized content

• Published multi-channel campaign assets (social, ads, video, etc)

• Creator collaboration content
  

Evolve: optimize in real time

During this stage, use AI to track performance and deliver real-time recommendations. Use AI to spot early trends, run experiments, and continuously refine your strategy. At the end of this stage, you should have:

• Performance analysis and insights
• Campaign optimization recommendations (or new ones to start)
• Learnings documented for your next Loop cycle
  
  

Frequently Asked Questions about Loop Marketing

Is Loop Marketing a product or feature in HubSpot?

No, it’s a framework that can be utilized with or without HubSpot. However, HubSpot provides a unified platform for executing the Loop Marketing framework.

When should customers use Breeze Assistant versus HubSpot’s Connectors for ChatGPT, Claude, and Gemini (BETA) in Loop Marketing?

• Breeze Assistant: use Breeze Assistant for full context and memory of tasks within HubSpot. It is recommended to use Breeze Assistant when analyzing your customer profile and creating a style guide.

• HubSpot’s Connectors: use these HubSpot's connectors when you want to use additional data from external sources. These allow you to take your HubSpot context into other AI tools. 

Do I still need to focus on SEO when using Loop Marketing?

It is recommended to use both SEO and AEO in your content as part of a healthy and cohesive marketing strategy. Learn more about the differences between SEO and AEO.

What are the differences between SEO and AEO?

Is Loop Marketing replacing Inbound Marketing?

No, it is a way to bring Inbound Marketing into the age of AI. It remains true to the principles that made Inbound work: educating customers, creating value, and building relationships. The difference is in the ways marketers need to deliver on these principles.

Does Loop Marketing replace the funnel?

Loop Marketing is a framework designed to drive momentum in the funnel. It brings your funnel into the AI era, but it is not a funnel itself.