With nearly 60% of Google searches now ending without a click, marketers are rethinking how to reach customers in the AI era. At its Inbound 2025 conference in Singapore, HubSpot unveiled Loop Marketing, a new framework it says will help brands adapt to a digital landscape dominated by AI-generated summaries and fragmented attention spans.
HubSpot, which popularised the inbound marketing funnel nearly two decades ago, said the traditional approach is no longer fit for purpose as users increasingly get information from AI Overviews or social feeds instead of clicking through to websites.
The new framework centres on a cycle of four actions to create a continuous engagement rather than a one-way conversion path: express, tailor, amplify and evolve. The idea is to create a distinct brand identity before using AI tools, personalise messaging at scale via customer data, distribute content across diverse channels, including AI platforms, and continuously optimise based on performance data.
Supporting tools, such as the AI Engine Optimisation Strategy, aid with visibility in large language models, while Marketing Studio assists with campaign planning. In total, HubSpot is rolling out more than 200 AI-powered features for building smarter hybrid teams across marketing, sales, and service. These include specialised AI teammates that follow each customer’s context, draw on a unified data hub and integrate directly into workflows to enable seamless collaboration between humans and AI.
“The old marketing funnel assumed customers would come to you. They’d visit your website, read your blog and convert on your terms,” said Kipp Bodnar, chief marketing officer at HubSpot. “Now the funnel isn’t flowing, and the old playbook is broken. Loop Marketing is fundamentally different. It meets customers everywhere they are, uses AI to personalise each message at scale, and turns every interaction into a learning opportunity that makes the Loop stronger.”
Carol Fong, head of Asia at HubSpot, said the updates will serve Singapore’s digital priorities. “By unifying data and embedding AI agents directly into workflows, we are empowering Singapore businesses to close the digital performance gap and build the hybrid teams needed to win in the AI era,” she said.
Industry analysts note that zero-click searches are reducing the effectiveness of traditional SEO-led content marketing. According to a 2024 study by Rand Fishkin using Datos Insights data, 58.5% of U.S. searches and 59.7% in the EU ended without a click.
The company recently reported a total revenue of $761 million for the quarter, marking an 18% year-over-year revenue growth.