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How 1,800+ Marketers are Adapting to the Loop Marketing Era

We reveal actionable data about how marketers around the world are navigating the new era of marketing. (And, how they're combining AI efficiency and human authenticity to drive growth.)

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Introduction

loop-animation-1

In 2025, the age-old marketing mantra “Meet people where they are,” is being put to the test. 

“The old buyer journey assumed customers would come to you,” says Kipp Bodnar, Chief Marketing Officer at HubSpot. “They visit your website, read your blog, and convert on your terms. But when 60% of searches never leave Google and AI answers questions before prospects even click, that playbook is broken.” 

So what are marketers to do? Adapt their playbook using a Loop Marketing approach.

Purpose

This report reveals how global marketers can thrive in the Loop Marketing landscape by merging AI efficiency and human authenticity.

We'll highlight data related to each Loop stage and show how winning marketers, "personalize each message at scale, and turn every interaction into a learning opportunity that makes the Loop stronger," says Bodnar.

Loop Marketing: Data by stage

We surveyed global marketers in Q4 of 2025 to understand how they approach and prioritize the tactics of each Loop Marketing stage.

  • 1800 full-time marketers across role levels, industries and business types

  • Respondents were evenly working between B2B, B2C, and dual B2B/B2C companies.

  • Respondents came from North America (700), South America (200), Europe (700), Asia &/or Pacific Islands (170), Oceana (30) and unknown regions (30).

Stage 1

Express: Clarity before complexity.

AI can generate content in seconds, but it’ll fall flat without your brand's unique voice and perspective. In the Express stage, you give AI (and your team) a crystal clear style guide so every piece of marketing content is clearly yours. 

What the Data Says

51% of global marketers say their brand has a clear, documented, and unique value proposition (UVP) that differentiates them from their competitors. 

To ensure brand positioning resonates, marketers in the U.S. monitor changes in engagement metrics after positioning updates (31%) and analyze customer surveys specifically about brand perception (30%).

How Marketers Validate Brand Positioning

% U.S. respondents % Non-US Respondents
A/B testing different positioning statements

11%
38%
Customer surveys specifically about brand perception

30%
62%
Monitoring changes in engagement metrics after positioning updates

31%
52%
Sales team feedback on prospect reactions

18%
35%
We don't formally validate our positioning

11%
3%

What Top Performers Do Different

U.S. marketers on teams that regularly exceed goals are more than twice as likely to have a clear and documented unique value proposition for their brand as marketers who say their teams underperform. Additionally, marketers on underperforming teams are 500% more likely to say their brand doesn’t have a UVP at all. 

In our fast-paced landscape, it’s no surprise that teams significantly exceeding their goals most often audit, review, and refine their brand positioning quarterly (53%). 

For these teams, AI comes into play with brainstorming and ideation support (used extensively by 23% of U.S. and 25% of non-U.S. marketers) and market research and competitor analysis (used extensively by 21% of U.S. and 25% of non-U.S. marketers). 

AI can help with other Express stage tasks, like: 

  • Sorting through and analyzing relevant customer information (like social listening data, reviews, call transcripts, etc.) to build an ideal customer profile. 
  • Planning campaigns and creating briefs and concepts that are inspired by and aligned with your style guide

What You Can Do Next

Even though more than half of global marketers have a clear and documented UVP, the remainder only have a “good idea” of what their UVP is, or say it “differs depending on who you ask.” 

If you still need to nail down your positioning, here are the most common steps survey respondents take when developing a UVP:

  • Conducting competitor research, like analyzing communications to identify differentiation opportunities. 
  • Researching customers through interviews, review analysis, and feedback collection
  • Commit to creating formal brand documentation, like a brand voice guide.

Try these tools to accomplish the Express stage: 

  • HubSpot’s Breeze Assistant or its connectors with ChatGPT, Claude, or Gemini to summarize your highest-value customers from your CRM data and tell you what they care about based on deal notes and engagements.
  • HubSpot’s Brand Voice Tool to create an AI style guide that captures your distinct brand voice to keep all content on-brand and relevant to your customers.

In the Loop

Once you and your marketing team are aligned around a clear brand value position, the next step involves tailoring your message to the right audience.

Express yourself with HubSpot Marketing Studio

Once you’ve prepared your brand guides, Marketing Studio can help you tie everything together and turn campaign briefs into cross-channel assets that speak directly to your customers every time.

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marketing studio 1-1

Stage 2

Tailor: Get personal.

In a market filled with AI-generated content, it’s now about who can create the most authentic and personalized experiences, not just churning out the most content. The Tailor stage is about making your messaging feel truly personal, not just personalized. When buyers feel seen, you earn their trust and gain an edge. 

What the Data Says

Most marketers told us that a quarter of their brand's monthly content incorporates personalization or segmentation. 

93% of U.S. marketers who use some level of personalization or segmentation in their marketing say it has a moderate to high positive impact on marketing-driven leads or purchases.

The most popular strategies for catering marketing plays to the right audiences are basic personalizations, like low-lift (and often automated) elements, like customers' names appearing in a marketing email. 

U.S. marketers say the most effective channels for segmentation and personalization are brand awareness campaigns and email marketing. Marketers outside the U.S. say social media shopping tools are the most effective (29%), with organic and paid social media content tying for second place (both at 26%). 

Fifty-nine percent already use AI to create tailored, personalized customer experiences beyond simple automations. When it comes to supercharging tailor plays, marketers most frequently use AI for text and visual content creation. 

What Top Performers Do Different

Basic personalizations (like names in emails) have become a consumer expectation, but brands that invest in deeper, hyper-personalized plays are more likely to exceed their marketing goals. 

Fifty-two percent of marketers on high-performing teams say they use at least one or more advanced tailoring strategies, like: 

  • Content catered to multiple audience segments or ideal buyer types
  • Hyper-personalized messages, recommendations, or content based on deeper details like shopping habits, site behavior, or purchase history

How are marketers handing personalization?

% of respondents on goal-exceeding teams (U.S.)

 % of respondents on teams that hit goals (U.S.) % of respondents on teams that missed goals (U.S.)
They leverage content with basic (often automatic) personalizations, like name insertion

93%
49%
10%
At least 1/4 of their monthly marketing content uses personalization or segmentation

56%
26%
51%
They cater content to 1+ audience demographics that are most relevant to offerings

50%
24%
48%

When digging deeper into high-performing marketers specifically, we found that: 

  • 28% say that more than half of their content includes personalizations based on buyer personas or demographic details, compared to 11% of marketers on teams who fall short of this goal. 
  • Basic demographics (43%) and shopping habits (36%) are the most valuable data type to have when developing personalized plays. 
  • They most commonly deploy segmented or more advanced personalized content via multichannel brand awareness campaigns (67%), email marketing channels (61%), and paid social media (47%).

Marketers who regularly personalize content find these data points most helpful when developing their tactics:

What You Can Do Next

With the help of AI, you can make messaging even more personal and relevant at scale by:

  • Using relevant business data to enrich contact or company records to make sure customer profiles have up-to-date information for better targeting
  • Creating marketing assets (like landing pages, emails, or CTAs) that adjust based on unique customer attributes, like industry or buyer stage.

Try these tools to accomplish the Tailor stage: 

  • Audience Segments to identify high-intent audiences and segments based on behavioral patterns and engagement history.
  • Personalization Agent to create content variants and personalized experiences for each segment.

In the Loop

Once you’ve created your personalized content, the next step is making sure your audiences come across it. 

Tailor your work with these Loop Marketing prompts

Use our Tailor stage prompts to enrich customer data, segment audiences by intent, and generate personalized campaigns that feel hyper-relevant and human.

Prompt away
prompt-preview_tailor-2

Stage 3

Amplify: Get your message out.

Publishing great content isn’t enough anymore, so the Amplify stage focuses on maximizing brand visibility across the diversified channels your target audiences already use, or could potentially use. 

What the Data Says

  • 43%

    of marketers in the U.S. say "strategic use of multiple marketing channels" was the Loop Marketing play that aligned most with their brand needs.

Most marketers (73%) use between three and eight distinct channels in their overall marketing strategy. 

  • 48% of global respondents leverage three to five channels on average. 
  • U.S. marketers take a maximalist approach, with 55% focusing on 5+ channels, compared to 37% of global respondents.

Average Number of Marketing Channels

Marketers' most extensive uses of AI in the amplify stage include: 

  • Using AI for text and image-based content creation
  • Market research and competitor analysis
  • SEO optimization for traditional and AI-powered search engines

What Top Performers Do Different

U.S. marketers on goal exceeding teams say the most effective channel diversification strategy is moving from broad platforms to niche communities. They’re also expanding from digital-only to traditional media channels. The same goes for marketers outside the U.S. 

None of this is surprising because both methods align with the goal of amplification: honing in on where your audience already is and building a recognizable presence there. 

To expand the reach of their content beyond initial publication, goal-exceeding teams in the U.S. are investing in community engagement and sharing incentives (37%) and influencer/partner distribution networks (20%). 

Marketers outside the U.S. take a different first approach, with paid amplification of top-performing organic content being the most effective strategy (34%).

What You Can Do Next

AI is an incredible sidekick for all of your amplification efforts. It can help you: 

  • Plan and brainstorm how your marketing content can come to life across multiple formats and channels
  • Remixing/repurposing your content for different channels so it aligns with what works best for different platforms
  • Researching and uncovering channels with untapped potential to diversify where you’re showing up and reaching new customers.

Try these tools to accomplish the Tailor stage: 

In the Loop

Once you’ve reached your audiences where they are with content relevant to your brand and their interests, the final step is to remain agile and committed to evolving. 

Remix your content for any promotional channel.

Amplify your content across platforms with Content Remix by generating multiple multi-channel assets from one piece of media.

Start remixing your content
content remix

Stage 4

Evolve: Learn fast, act faster.

The new marketing era doesn’t wait for your quarterly review, nor do your customers. Evolving means iterating quickly and optimizing in real time with the help of AI. 

What the Data Says

Our research found that marketers analyze performance data on a weekly and monthly basis, and the most popular performance optimization techniques are audience segmentation refinement (34%) and budget reallocation based on performance. 

Potential impact analysis (effort vs. reward) and areas with the largest performance gaps are the top factors influencing performance optimization opportunities for U.S. marketers to prioritize. 

When it comes to what’s being tested, marketers often experiment with visual elements (like images, videos, and colors), call-to-action wording and placement, and audience targeting parameters. 

Most marketers are using AI for data analysis and reporting automation. What’s more, the processes marketers most want to start using AI for in 2026 are aligned with Evolve-stage tasks: advertising and automation optimization (23%) and campaign performance auditing and optimization (22%). 

What Top Performers Do Different

The most effective teams in the U.S. analyze and refine marketing efforts weekly, which helps them remain agile and optimize processes quickly.

Once they’ve conducted their analyses, teams can implement and measure changes to active campaigns and marketing plays within days. 

How fast can marketers implement and measure changes to active campaigns?

% respondents on teams that exceed goals (U.S.)

% respondents on teams that meet goals

% respondents on teams that missed goals
Within hours

31%
23%
18%
Within days

40%
45%
39%
Within weeks

17%
23%
21%
At the next campaign cycle or practical time

9%
5%
17%
Our process does not allow mid-campaign or marketing play adjustments

3%
4%
6%

We also found that marketers on goal-exceeding teams have a diversified testing approach, with 50%+ saying they use at least six performance optimization techniques for different experiments, compared to 50% of goal-missing teams using three optimization strategies. 

What You Can Do Next

To supercharge your Evolve stage processes, consider using AI to: 

  • Predict which customers and campaigns are most likely to convert, and identify any weak spots before publishing content. 
  • Monitor results of A/B testing to help identify the copy that resonates most with your audience and drives high ROI. 
  • Track live campaign performance and give optimization recommendations in real-time.

Try these tools to accomplish the Tailor stage: 

In the Loop

Before we dig into what happens when you finish the Loop, you might be looking for some real-world examples to guide you. Check out the case study below.

Refine and evolve with HubSpot Marketing Analytics

Marketing analytics dashboard will help you continuously evolve and make data-backed optimization decisions for all your marketing campaigns.

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sample marketing analytics dashboard from HubSpot CRM

Loop in Action: A fictional case study.

To help you imagine how the framework would look in action, we’ve made a sample case study around how a fictional brand could implement Loop to evaluate and enhance growth strategies. 

AI-generated avatar of fake marketing director for fictional case study

Corporate Outings Co. helps remote corporate leaders plan annual in-person meetings. As the B2B market gets more competitive, we're finding it harder to stand out in the crowd with content that gets in front of possible customers.

Brandy Funnel

Fictional Marketing Director

Corporate Outings Co.

fake-logo-corporate-outings-company

Click the tabs below to see how this fictional brand could apply real-world tactics from all four stages of Loop Marketing 

Issue

Corporate Outings is having trouble persuading prospects and audiences to buy its product.

The marketing team realizes that communication around what it sells is hard to grasp and doesn’t help potential customers understand how its product differs from standard travel agencies that help with company trips.

Its current positioning is generic, and doesn’t highlight what makes its product unique, which makes it harder to convince people to become customers.

Loop Solution

The team compiles positive customer reviews and feedback from all available sources (emails, Google reviews, etc.), navigates to ChatGPT, and uses the Brand Differentiation Analyzer prompt from the Loop Prompt Library and asks it to analyze the customer feedback, identify unique differentiators, and use the context to create five different positioning statements. 

The outputs help its marketing team hone in on the clear offer and message it wants to communicate: "Corporate Outings Co.'s platform helps executives, assistants, and people leaders generate itineraries, dining recommendations, and ice breakers for day-long strategy workshops catered to your team's annual goals."

Issue

Corporate Outings’ marketing team realizes its content is rather generic. It’s business-related, but a competitor analysis shows that content from its competitors gets much more engagement and interest from audiences across channels.

Loop Solution

As HubSpot CRM users, Corporate Outings Co. uses Breeze Assistant to segment its customer database and identify high-value persona types. It finds that its highest-value persona is People Team members who are responsible for planning business off-site events. 

With this information, the marketing team is better able to draft messaging that speaks directly to that persona type's interest: making the process of planning off-site events easier because it understands how to handle the complex business travel requirements (like budget approvals, stakeholder coordination, or compliance considerations) that general travel agencies aren’t as familiar with.

Issue

Corporate Outings now has a clear, documented UVP and understands how to speak directly to its target audience, but its revamped content isn’t getting the views it likes.

The company wants to start incorporating new channels into its marketing mix, but doesn’t have a large enough marketing team to create content for each channel.

Loop Solution

The marketing team conducts market and competitor research to find out where its customers already spend time and where similar companies have built a presence, and decides to incorporate LinkedIn and X into its marketing mix. 

Then, it grabs its current top-performing Facebook and website posts and uses Content Remix to reformat them into content and content ideas that work for each respective new channel, like pulling a hard-hitting stat into a short text post for X and adapting a high-engagement Facebook post into a LinkedIn Article.

The AI-powered tool produces remixed content in seconds, taking some of the pressure off the backs of a smaller marketing team and giving them more time to tweak content and give it the human touch customers still crave.

Issue

Corporate Outings’ new LinkedIn and X campaigns are live and getting clicks, but (prior to Loop implementation), the company typically waited til the end of each quarter to analyze results.

As a result, the brand actively misses out on opportunities to make tweaks to optimize and evolve its live campaign and future processes.

Loop Solution

The social media lead downloads the brand’s last six months of campaign data, uploads it to ChatGPT, and asks it to analyze the results and identify patterns that predict success. They also begin to do regular data checks every week to see how the live content is performing.

They then use those insights and recommendations to optimize and test campaign tweaks mid-campaign, while making note of proven best-practices they've discovered for future campaigns.

The social lead also decides to go a step further by planning an X campaign where they’ll A/B test and implement winning CTAs based on the aesthetics or messaging variants that earn the highest conversions. 

Why the Loop Never Ends

So you’ve reached the end of the Loop. What now? 

Start again. Once you reach the Evolve stage, you feed your learnings into your playbook and jump right back into the Loop again. 

Every time you get back to the Express stage, your marketing is smarter, more efficient, and optimized to drive results. 

As you begin to implement your first Loop Marketing plays, don’t forget to emphasize strategies that blend and optimize human authenticity and creativity with AI efficiency. 

After all, some of the top ways that marketers plan to start incorporating AI into its processes are directly related to Loop Marketing stages: 

  • Almost a quarter plan to adopt AI for advertising automation and optimization. 
  • Nearly 1 in 4 plan to use AI for campaign performance auditing and optimization. 
  • 21% of marketers intend to start using AI for market research and competitor analysis. 
  • One fifth of marketers plan to leverage AI for lead scoring and customer segmentation.

So what are you waiting for?

Pro Tip: If it's technology that's slowing you down, invest in easy, fast, and unified HubSpot AI solutions like Breeze AI, Marketing Studio, and Content Hub to stay in the Loop. 

Breeze — the complete AI solution that's easy to use.

Meet Breeze, HubSpot's AI tools that make it easy to stay in the Loop and turn your tailored campaigns into measurable results.

 

Stay in the Loop with Breeze AI