HubSpot’s Loop Is Here, Should You Care?

INBOUND 2025, Hubspot’s annual marketing and sales conference, brought the expected buzz—product drops, standout speakers, and plenty of new ideas. But one concept stood out. HubSpot’s announcement of The Loop.

HubSpot’s message is clear: The funnel no longer reflects how buyers move. In their proposed alternative model, the Loop, marketing has four stages: Express, Tailor, Amplify, Evolve. Instead of moving buyers through a straight line, the Loop suggests growth is continuous. The model is meant to mirror how modern buyers actually move, which is nonlinear, AI-influenced, and always shifting.

Source: Inbound 2025, HubSpot

The Loop is a shift. But is it new? Defining your voice, tailoring your message, running multichannel campaigns, and iterating quickly are already the standard for most marketers—actions that align directly with Hubspot’s new model. No doubt, some will see the Loop as just a rebrand of past frameworks like the Bowtie or the Flywheel. 

Time will tell whether the new model has staying power. These models come and go, but it’s execution, not terminology, that separates winners. 

The Loop does align with modern buying behavior, which is unpredictable and channel-jumping. And unlike past frameworks, HubSpot isn’t leaving this one at the whiteboard. They’ve tied it directly into the platform. For example, the “Amplify” stage is supported by HubSpot’s AI Engine Optimization tools and Breeze Customer Agent, helping teams push content across multiple channels and surface in AI-driven search results. In other words, there are actual tools to move from the Loop from concept to execution.

In the end, which model you’re marketing with isn’t the point. What matters is making your marketing real and translating it into results.

Ready to bring the Loop to life? Our Buyer Persona Template lets you jump straight into the Tailor phase with clarity and speed. Good luck experimenting and let us know how it goes!