HubSpot has launched a new marketing playbook, Loop Marketing, to help Singaporean businesses navigate the challenges posed by AI-driven “zero-click” searches. Announced at the INBOUND 2025 conference, the playbook is designed to aid businesses in adapting to AI-driven discovery and enhancing customer engagement.
The Loop Marketing framework is a response to the growing trend of AI engines and chatbots, like ChatGPT, providing answers before users click on links. This shift has significantly impacted how businesses are discovered online. HubSpot’s Chief Marketing Officer, Kipp Bodnar, explained, “The old marketing funnel assumed customers would come to you. Now the funnel isn’t flowing, and the old playbook is broken.”
The playbook consists of four stages: Express, Tailor, Amplify, and Evolve. Each stage focuses on different aspects of marketing, from defining brand identity to leveraging AI for personalisation and diversifying content across channels. The aim is to create a seamless integration of AI and human efforts to improve customer interactions and business growth.
In addition to the playbook, HubSpot has unveiled over 200 AI-powered product updates. These updates include a new Data Hub for unifying data, specialised AI agents for various tasks, and enhancements to the Marketing Hub to streamline operations. Carol Fong, Head of Asia at HubSpot, noted, “Our latest AI-first updates provide the engine for the entire front office—sales, service, and marketing—to operate on a new level.”
These initiatives are part of HubSpot’s strategy to address the challenges identified in its Singapore State of Business Growth report, which highlighted the importance of integrated systems for business success. With these tools, HubSpot aims to empower Singaporean businesses to thrive in the evolving digital landscape.
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