The traditional funnel doesn’t reflect how people buy today. With AI tools and large language models answering questions instantly, top-of-funnel awareness is shrinking. HubSpot’s Loop Marketing framework responds to this reality by shifting from a linear funnel to a continuous loop: Express, Tailor, Amplify, and Evolve.
Why funnels thin at the top
More than half of Google searches now end without a click. Buyers are learning about products through AI-powered summaries, creators, and peer networks before they ever hit your website. The result: fewer visits at the awareness stage, but more pressure to deliver differentiated, useful content at every other stage.
Express: put your voice into the market
Loop Marketing starts with Express, creating content and experiences that showcase your brand’s POV. This isn’t just blogs and ads. It’s packaging ideas in formats that LLMs, creators, and analysts can pick up and reference. Express ensures your message travels beyond your owned channels.
Tailor: shape experiences with data
Next is Tailor, adapting content and interactions using first-party data. Tailoring combines segmentation, personalization, and AI to serve the right message at the right time. Think dynamic landing pages, personalized nurture flows, and product recommendations built on behavior, not guesswork.
Amplify: extend reach through others
Amplify is about distribution. Leverage partnerships, influencers, communities, and paid campaigns to spread tailored content. This is how ideas escape your ecosystem and earn relevance with new audiences. Amplify requires experimentation across channels and consistent measurement of what sticks.
Evolve: learn and adapt in real time
Finally, Evolve closes the loop. With connected data and AI, teams can learn from every touchpoint. Which messages resonate? Which channels deliver ROI? Which plays fuel pipeline fastest? Evolve ensures each loop spins faster, compounding insight and outcomes.
AI-assisted buyers and LLM visibility
AI tools and large language models now act as buyer research assistants. To stay visible:
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Structure content for clear answers (good for both search and LLM training)
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Publish authoritative POVs that models are likely to reference
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Monitor how your brand appears in AI-driven summaries and adjust messaging
This is where Express and Tailor overlap—make your ideas findable, then personalize once buyers arrive.
Packaging Loop Marketing as services
For agencies and RevOps teams, Loop Marketing isn’t just theory—it’s a service framework.
Packaging looks like:
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Express workshops: uncover POV and content angles
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Tailor implementations: stand up segmentation and personalization tools
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Amplify programs: run distribution plays across paid, earned, and partner channels
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Evolve sprints: deliver reporting, testing, and AI-driven optimization
Implementation steps
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Audit current funnel activities and identify awareness-stage gaps.
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Define POV content to Express into the market.
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Stand up personalization and segmentation workflows for Tailor.
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Pilot at least one Amplify channel (creator partnership, paid test, or community drop).
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Build an Evolve reporting loop that connects signals back to campaigns.
Metrics that matter
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Brand mentions and share of voice in AI-assisted content
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Engagement lift from personalized vs. generic campaigns
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Reach expansion from Amplify channels
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Cycle time between campaign launches and optimizations
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ROI per loop iteration (Express → Tailor → Amplify → Evolve)
Need help implementing Loop Marketing in your GTM strategy?
Let’s design a post-funnel playbook that actually works—for AI-era buyers. Let’s Chat
