What do marketers say about HubSpot’s Loop Marketing Playbook? | Farmer

In April 2025, HubSpot held a Spotlight event in New York City to introduce new products and functions. The company has traditionally reserved Spotlight events for his incoming conference, where they served as the latest product showcase, but inbound was still five months away.

The April -it was understandably anxious. HubSpot wrote the Playbook for incoming marketing, where marketers used content and search to send prospects to their websites for conversion. And the strategy worked – until it didn’t.

At the end of 2024, HubSpot experienced a large decrease in organic traffic to his blog. In a scene that would have been unthinkable 18 months earlier, HubSpot speakers told the incoming strategy during the April event in New York.

Much of the fault for the downfall of inbound fell on AI. More people used LLMS to investigate products and services, and the LLMS served answers, not clicking. The spigot that controlled the traffic to websites closed slowly.

Then, during last week’s incoming conference in San Francisco, the company unveiled a new playbook for the AI ​​Age: Loop Marketing.

HubSpot says that the loop retains a lot of what the incoming playbook has made successful: training customers, creating value and building relationships. But the Loop Playbook adjusts those principles to a world where buyers are everywhere except Seller websites.

The response of the marketing community at walking marketing is expected to be mixed. HubSpot employees and users were certainly enthusiastic.

For marketers who are critical of how many companies are carrying B2B marketing today, the new Playbook is more of the same. They say that it depends too much on high -volume content strategies, performance statistics and dreams of a level of efficiency that nobody has ever achieved, despite years of trying.

Still others claimed to have an overdose on the loop marketing hype.

The autumn conference season has just begun and run marketing is only the first Buzzzin that finds marketers in the head. There will be more. You were warned.