Marketing frameworks have evolved over the years. First came the funnel, a linear path from awareness to purchase. HubSpot then popularised the flywheel, a circular model that suggested we use customers to help grow the business.
Both models are useful, but if you’ve worked in marketing long enough, you know buyers don't move in neat, predictable paths. They are fast, distracted and jump across multiple touchpoints. With AI, this effect is compounded.
Enter - the Loop marketing model, HubSpot's new framework that shows you how customers in the modern, AI-age search for information and buy, and how marketers can apply the HubSpot toolkit using this methodology.
Let's dive into what it is and how to use it.
HubSpot’s loop marketing refreshes the flywheel to account for today’s chaotic landscape. Instead of assuming predictable buyer behaviour, loop marketing provides a process to capture signals wherever they occur and turn them into continuous feedback for marketing, sales and service. Every interaction, a website visit, support chat or content download, feeds the loop and informs the next action.
Loop marketing is not about perfectly modelling buyer behaviour. It is about giving teams a repeatable, controlled process to manage complexity, plan campaigns, and optimise outcomes in a multi-channel world where AI is part of the mix.
Loop Marketing is HubSpot's four-stage model designed to help marketers grow in the AI era. Unlike traditional linear marketing approaches, Loop Marketing is tailored for a world where buyers research with AI, get answers before clicking, and discover solutions across scattered channels like TikTok and podcasts.
The four stages of Loop Marketing are:
| Stage | Focus | HubSpot Examples |
|---|---|---|
| Express | Define your brand identity and voice | Brand identity, style guide, Marketing Studio |
| Tailor | Personalise and contextualise messaging | Segmentation, personalisation, AI-powered email |
| Amplify | Distribute content and broaden reach | Customer Agent, AEO Grader |
| Evolve | Measure, optimise, and iterate campaigns | Marketing analytics, email engagement optimisation |
At Elcap we help companies implement loop marketing in a way that delivers results:
Aligning marketing, sales and service teams around structured processes
Integrating HubSpot AI tools into actionable workflows
Training teams to interpret signals and respond efficiently
Designing campaigns, systems and processes that evolve alongside marketing programmes
The outcome is a controlled, measurable system that allows teams to plan, execute and optimise marketing campaigns with confidence despite the complexity of modern journeys.
The funnel gave a simple story. The flywheel added momentum. Loop marketing provides a process-driven framework for planning and controlling campaigns in a chaotic, AI-enabled, multi-channel world. It is a tool for creating predictable growth and improving coordination across teams rather than pretending buyers move in neat, predictable loops.