HubSpot Loop Marketing Playbook Explained: Express, Tailor, Amplify, Evolve

‘HubSpot Loop Marketing Playbook.’ A fresh new framework for the world of opportunities, evolving since the onset of AI. HubSpot replaced the Funnel & Flywheel model and introduced a new framework, ‘The Loop’.

Express → Tailor → Amplify → Evolve

The four-stage AI-powered framework serves as a blueprint for leveraging HubSpot tools and Breeze AI to build a self-improving growth engine that strongly embodies your perspective.

Let’s dig in further to find out what’s more to it and build a complete Loop Marketing strategy with HubSpot’s hybrid Human + AI approach, introduced in INBOUND 2025 and the Fall Spotlight 2025 updates.

What is Loop Marketing Playbook?

HubSpot introduced the Loop Marketing playbook, replacing the Funnel & Flywheel model.

The Loop Marketing playbook is a growth framework, a strategic model, comprising four stages, based on which the utilization and the deployment of HubSpot tools & Breeze AI are determined. These stages are:

• Express – Define Your Brand Voice
• Tailor – Personalize Your Message
• Amplify – Distribute Across Channels
• Evolve – Learn and Optimize

We’ll further explore how these stages and the HubSpot tools help you achieve absolute success with the Loop Marketing strategy.

The Four Stages of HubSpot Loop Marketing Playbook Explained

Stage 1 – Express: Give Brand Guide To AI and Make It You.

Express, here, means that you have to explain (express/communicate) your brand identity for the HubSpot Breeze AI tools to refer to.

Define your brand’s voice, values, and identity to guide all AI-powered messaging and content. Build the foundation so AI outputs and your marketing efforts aren’t generic.

The Purpose & What does it entail?

It’s the ‘source of truth’ to HubSpot. Under this, you offer your perspective on your brand to the HubSpot CRM, including its identity values, tone, and voice, which outlines how your brand should be represented to the world. This way, you steer all AI-powered messaging and content within HubSpot.

• Key Activities:
  • Defining brand voice, tone, and perspective.
  • Creating detailed customer personas.
  • Developing brand messaging frameworks.
  • Setting campaign goals and KPIs.
• Common Mistakes: Generic messaging, skipping brand definition

Scenarios when to focus on Express:

• You’re launching a product or collection.
• Your brand messaging feels scattered or generic.
• Your content is failing to build authority or trust.

Tools to use for The Loop Express Stage

• The best tool to start with lives inside Content Hub. The newly launched ‘Brand Voice,’ currently in Beta, is an AI-powered style guide.
• Brand identity tools: Brand Kit Generator and Multi-brand Manager.
• You must also deploy ‘Breeze Assistant’ and train it with information. It can remember important information about a user, like their name, job title, tone, and writing style. Then, you can use it to generate or refine content and summarize data.
• Other than this, use Marketing Studio to embed your unique style, tone, ICP, and product info into your campaigns. It can be utilized to map out consistent messaging across campaigns and marketing assets.

Stage 2: Tailor messaging to your customers’ needs.

After expressing your brand identity in Stage 1, the Tailor stage focuses on delivering the right message to the right person at the right time.

It’s about moving beyond basic demographic segmentation to create hyper-personalized experiences so that every touchpoint feels genuinely relevant to each individual’s current situation, challenges, and goals.

The Purpose & What does it entail?

Tailor is where your established brand identity meets personalized customer experiences. This stage focuses on making your marketing message feel personal and relevant to what an individual cares about right now.

The Tailor stage leverages AI to analyze customer behavior, preferences, and engagement patterns to craft messages that feel like one-to-one conversations, even when deployed at scale.

• Key Activities:
  • Audience segmentation using CRM data.
  • Personalized content creation.
  • Message optimization for different buyer stages.
  • A/B testing messaging variations.
• Common Mistakes: Demographic-only data; too many micro-segments; Failing to test personalization rules.

Scenarios when to focus on Tailor:

• Website visitors aren’t converting.
• Your email open rates are declining despite a growing subscriber list
• Sales teams report that MQLs don’t seem properly nurtured.
• You have rich customer data just sitting there.
• Your competitors are visible for your target searches.

Tools to use for The Loop Tailor Stage

Leverage unified data and HubSpot segmentation (CRM + behavioral + intent-based segmentation), AI-powered personalization for emails/landing pages, etc.

• Personalization Agent (Beta): Create a universal mechanism to tailor experiences that attend to individual business needs and propel them towards the bottom of the funnel.
• AI-Powered Segmentation (Beta): Develop sophisticated customer segments using behavioral, demographic, and firmographic data alongside Breeze AI intelligence.
• Data Studio (Beta) & Data Agent (Beta): Integrate third-party data; analyze & enhance CRM data.
• AI-powered Email Creation (BETA): Tailor your outreach for diverse segments with personalized emails.
• Audience Segmentation (Smart CRM): Build targeted, intelligence-driven lists and segments based on interests, engagement, and intent.

Stage 3: Amplify across channels.

Once you’re done with defining your audience and content, it’s time for channels.

The Amplify stage is about creating an omnichannel experience. Moreover, it ensures your carefully crafted, personalized messages reach customers wherever they are in their journey. Under this, you distribute & magnify messages across varied channels.

The Purpose & What does it entail?

The Amplify stage recognizes that modern buyers don’t follow a rigid path. Alternatively, it suggests that they must explore your brand across multiple touchpoints, including different platforms and devices.

The Amplify stage involves tailoring your messages and distributing them strategically across every channel where your customers spend time. This stage also leverages HubSpot AI to optimize distribution timing, frequency, and channel selection for maximum impact.

This generally involves repurposing content across channels and meeting customers where they are (social media, AI engines, or communities), to maximize reach.

• Key Activities:
  • Multi-channel content distribution.
  • Format adaptation (blog, social, video, email, etc.)
  • Paid media integration.
  • Influencer and partnership amplification.
• Common Mistakes: Too many channels, not adapting messaging; ignoring emerging channels.

Scenarios when to focus on Amplify:

• Your content is performing well, but it doesn’t reach the target audience.
• Competitors are visible across channels where you have little presence.
• Sales teams report leads as not aware of the brand’s solution and services.
• Website traffic is stagnant despite producing quality content.
• Optimize existing content for AI discoverability.

Tools to use for The Loop Amplify Stage:

• Marketing Studio: Craft and push campaigns with command of all the assets and ensure consistent cross-channel publishing from one place.
• Email, Social Media & Ads Management Tools: Schedule and manage content across your preferred channels.
• AEO (AI Engine Optimization) Strategy Tools: Optimize content for AI search, answer engines, and new content discovery methods beyond traditional SEO.
• CMS & SEO: Ensure discoverability across search engines and optimize for voice search.
• Customer Agent: Deploy a Breeze-powered agent to answer queries across your digital channels using your content and contextual knowledge.
• Video Clip Agent: Use AI to instantly repurpose and edit longer video content for social media and distribution.
• Podcast and Audio Strategy: Develop audio content for growing podcast audiences.

Stage 4: Evolve your strategy.

Ah, the final stage! Once you have everything in place. It’s time to monitor, analyze, and iterate.

The Evolve stage doesn’t just track metrics; it interprets them to provide actionable insights. This stage focuses on the insights to sharpen what works; drop what doesn’t; respond quickly to changes, and feed the improvements back into the loop.

The Loop becomes self-improving when you master this phase, and then you can build it into a self-sustaining optimization engine.

The Purpose & What does it entail?

Evolve powers continuous improvement through data analysis. Here, the insights gained from one performance across processes.

Moreover, it captures insights from every interaction across Express, Tailor, and Amplify; it refines your marketing approach continuously. Under this, your marketing efforts evolve from a static approach to a more dynamic learning system that interprets data and feeds it into your future marketing efforts.

For instance, it can identify which messages resonate with specific segments, which channels drive the highest-quality leads, and which timing strategies produce optimal results. These insights then feed back into the Express, Tailor, and Amplify stages. Ultimately, creating “The Loop”.

• Key Activities:
  • Build and optimize your goals, strategies, and campaigns with predictive analytics implementation.
  • Run A/B and multivariate tests, powered by Breeze, to optimize landing pages and marketing /email campaigns.
  • Use analytics dashboards to monitor results, spot trends, and uncover winning strategies.
  • Continuously experiment and iterate on content and campaigns using actionable insights from Breeze AI.
  • Automate real-time optimization by drawing insights from performance measurement and analysis.
• Common Mistakes: Focusing on vanity metrics; insufficient data or insufficient testing; optimizing individual campaigns; failing to act on insights; over-automating optimization; and not sharing learnings across teams.

Tools to use for the Loop Evolve Stage:

Deploy real-time analytics, AI feedback loops, experiments, data from CRM + intent signals, and HubSpot Smart CRM insights.

• AI-powered Campaign Engagement Analysis: Refine targeting for the least and the most engaged contacts and improve engagement rates.
• Email Engagement Optimization: Fine-tune your email sequences based on rich insights and metrics.
• Marketing Analytics Suite: Get in-depth analytics reporting on channels, campaigns, and revenue drivers. Additionally, track real-time campaign performance data.
• Breeze-powered A/B Testing: Auto-generate and test new copy ideas for emails, landing pages, and CTAs to find the best-performing versions.
• Breeze Assistant for Sales & Marketing: Conclude your efforts with AI for real-time analysis and obtain feedback. Then, refine with prompt optimization and test result summarization.
• ChatGPT Deep Research Connector: Feed the connector with all your insights and discover deep info and hidden opportunities. Moreover, everything can be enriched for HubSpot logic.

How HubSpot plans align with ‘The Loop’

The table below details how the features included in each plan correspond to the four stages of the HubSpot Loop:

Loop stage	Free	Starter	Professional	Enterprise
Express: Define your brand identity for AI + human approach.	Breeze Assistant can help with content generation.	Breeze Assistant can help with content generation.	– Brand Identity (Beta) to create an AI style guide for campaigns. – Marketing Studio (Beta) to design and create assets.	– Brand Identity (Beta) to create an AI style guide for campaigns. – Marketing Studio (Beta) to design and create assets.
Tailor: Personalize content based on data and intent signals.	AI-powered contact and company enrichment.	– AI-powered contact and company enrichment. – Data Agent (Beta) to create custom data points.	– All Starter-tier tools. – AI-powered email (Beta) for personalized email creation. – Audience segmentation for personalized content.	All Professional-tier tools.
Amplify: Distribute your message across multiple channels.	❌	❌	– AEO strategy tools (Beta) to optimize for AI-driven search. – Customer Agent to answer questions using your content. – Video Clip Agent to repurpose videos for social media.	– All Professional-tier tools.
Evolve: Continuously optimize strategy using AI-powered analytics.	The Marketing Analytics Suite provides basic reporting.	– All Free-tier tools. – The Marketing Analytics Suite provides custom reporting.	– All Starter-tier tools. – Breeze-powered A/B testing for optimization.	– All Professional-tier tools. – Email engagement optimization (Beta).

In a Nutshell: The Takeaways

The Loop Marketing strategy is more than just a tool setup. In fact, it’s a simplified map for the Human + AI Hybrid marketing model, which HubSpot has been pushing.

Obviously, setting up tools, sprucing up your data, and mapping HubSpot logic with AI are merely the configurations. However, the real idea behind the Loop Marketing playbook is the unexplored potential of AI-powered automation, clubbed with the new AI capabilities of HubSpot.

Break free and tap into the Loop and reimagine your marketing game for proactive campaigns, powered by AI and smart CRM.

The Loop Marketing Playbook FAQs

Does Loop Marketing Playbook replace Inbound Marketing or Funnel?

Yes. However, it doesn’t replace anything, since it’s a new strategy that can also be adopted alongside funnels. To leverage the Loop Marketing strategy, you don’t have to reset everything and start from scratch.

Moreover, throughout the stages, the Loop Marketing strategy learns from your existing setup and from the information you provide. Furthermore, HubSpot tools refine it, implement rich processes, and synchronize marketing processes, assets, and your marketing data.

How is the Loop Marketing playbook different from the Flywheel?

Basically, the Loop cannot replace the Flywheel or Funnel, as it builds on them. The Flywheel model explains the momentum of customer acquisition and growth, while the Loop provides a tactical framework to execute campaigns within that philosophy. So, think of Flywheel as the “why” and Loop Marketing playbook as the “how.”

Do I need to buy the Loop Marketing plan?

No. In fact, Loop Marketing isn’t a new HubSpot tool; it’s a framework for utilizing HubSpot’s pre-existing and newly introduced tools. In brief, this framework has four stages: Express, Tailor, Amplify, and Evolve, where you set up tools to foolproof your marketing game. Thus, there’s no need to buy any specific plan.

Which HubSpot plan supports the Loop?

Evidently, the Loop Marketing strategy isn’t confined to a plan and empowers you to build your strategy through the stages.

The tools discussed in the above article are supported across all HubSpot plans, chiefly inside Marketing Hub and Content Hub. But the depth of features scales with the plans.

For example, Free and Starter cover the basics (content generation and enrichment). In contrast, Professional unlocks the real Loop power with personalization, multichannel amplification, and optimization.

Contrarily, for advanced analytics, you must go for Enterprise, which provides the full AI-driven suite for brand identity, campaign design, and continuous improvement.

Is the HubSpot Loop for small businesses or large enterprises?

The Loop is scalable. Small businesses can start with Free or Starter plans to cover basics, while larger organizations can leverage Professional and Enterprise features for deeper personalization, omnichannel campaigns, and advanced optimization.