HubSpot debuts a new AI playbook at Inbound as Content Marketing Falmers | Farmer

The incoming conference of HubSpot is open today for business on the coast opposite his usual house in Boston. With so much change that affects marketing in the past year, a new location in San Francisco seems to be appropriate.

Hubspot has first -hand the revolution of the old marketing playbook caused by AI and the rise of LLM search tools. At the beginning of 2025, HubSpot saw its widely admired (and successful) content marketing strategy becoming a hit when a Google -algorithm update was reduced Traffic to the popular blog of the company.

While 2025 continued, marketers saw their organic traffic on and out of the Hubspot platform. Consumers increasingly searched with LLMS, which means that a decrease in the reference clicks as answers with quotes grew.

So it is no surprise which HubSpot VP from Product Angela Defranco nowadays belongs to customers and will probably belong to inbound this week.

“Customers say:” What was previously at work no longer works, “Defranco told Martech.

Strategies for content marketing do not make their performance from the past and marketers are also concerned about other changes. Other concerns that Defranco said she hears from HubSpot customers, do not include knowing what the next step has and needs help to embrace their teams AI.

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AI for removing the details from marketing

Marketing teams use HubSpot and other platforms to offer marketing automation and e -mail, are often entangled in the details of care sequences and E -mail automation. Defranco said that an unintended consequence is a lack of attention for brand and stories.

But now, with brand marketing that returns thanks to AI-driven searching, some marketing teams have to make a little soul search. The inverted pyramid funnel, who showed a large group of top-or-tunnel leads that limit a few conversions, go away, replaced by urge-shaped funnel.

“What that means is that the top of the funnel began to have more influence on the bottom, so it became wider,” Defranco said. “Even small teams saw consciousness and brand awareness more.”

New AI-driven possibilities in HubSpot Marketing Hub will free marketers to make contact with their brand again. The functions include:

• Marketing studioThat AI used to convert a simple assignment into a whole campaign with assets such as destination pages, forms and e-mails, while the performance is optimized with built-in analyzes.
• AI-driven e-mail This automatically makes personalized content for each recipient using CRM data, to replace one-size-fits-all e-mail bumps.
• Segmentation + Personalization: A dedicated AI-driven space that recommends and builds high intentive target group segments for targeted lead generation.

“The idea behind the removal of many of the details is that this is actually what AI enables you to do. With this you can take a lot of the work that has been on the records of marketers and have really wrapped them around the axis in terms of the process. Take a step back and think about the process,” Defranco said. “What is the brand? How do you print it?”

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Is Loop Marketing the Playbook for the AI ​​era?

The new playbook from HubSpot for the AI ​​era is called Loop Marketing.

The loop is an expression of how marketeers use AI to communicate their story and brand. Marketers who use the Loop Marketing Playbook use AI to help them develop content and record the “why” aspect of brand marketing. It then helps marketers to adjust that message to context and data. Finally, the message is strengthened about channels.

Unlike earlier iterations of funnel and playbooks, the loop is dynamic. Traditional marketing moved prospects of consciousness to consider a decision in a straight line, while the loop is constantly teaching and evolving. It is based on hybrid teams of people and AI who work together. Each does what they do best – with human creativity and AI efficiency.

HubSpot says that the loop remains faithful to the principles that the original incoming playbook has made: train customers, create value and build relationships. But the Loop Playbook adapts those principles to a world where buyers are everywhere except supplier websites, where AI answers before buyers click and personalization on a scale is essential.

The loop has four phases: Express, Tailor, Amplify and Evolve.

• Express is where marketers define their taste, tone and point of view before they bring in AI.
• Tailor is where marketers use ai to make messages personally, relevant and contextual.
• Amplify is where marketers diversify content through channels to meet buyers where they are.
• Evolve is where marketers use AI to measure, predict and adjust in real time so that they can act quickly.

New data offers for the Playbook of Power Hubspot

To make walking marketing, marketers need good, quality data with context. To this end, HubSpot will make various data -related announcements this week, including the new data shelf.

Defranco said the HubSpot Data Hub and Marketing Hub teams work closely together. The data studio product in Data Hub makes it easy to take data from different sources.

There is also a new that agent – one of the 20 new Breeze agents announced today – can analyze that data to identify duplicates and find missing or incorrect data.

Defranco and her colleagues hope that a new Playbook and tools to help marketers control data and AI will alleviate part of their fear.

“Marketers are anxious, but they are just as enthusiastic as anxious,” Defranco said. “They are delighted to have a playbook rooted in experiments; excited that they can scale their work with context and data.”