INBOUND Updates Fall 2025

How can marketing remain relevant when search behavior, content consumption, and technology are changing rapidly?
This is precisely where the new loop marketing approach in combination with artificial intelligence comes in. HubSpot provides the right tools and features to deliver content more intelligently, adapt processes dynamically, and set up teams more efficiently. 

The solution is aimed at companies that not only want to better understand their target group, but also want to manage the entire marketing and sales cycle more intelligently.

From inbound marketing to loop marketing 

The change begins with how brands position themselves and how communication takes place: The loop approach consists of four steps: 

1. Definition 
   

   Brand voice, tone, and the ideal customer profile (ICP) are determined by people. These are learned by AI. With HubSpot, these attributes can be defined and stored so that content and interactions remain consistent. 
   

2. Content that fits the right time 

   AI can be used to identify so-called buyer intent signals. This means that when a prospective customer shows a specific need, the AI delivers relevant content in the brand voice at the ideal time. 

3. Diversification of channels & shift from SEO to AEO 

   Users are increasingly using AI as a research tool. Therefore, content must be optimized not only for search engines (SEO), but also for answer engines (AEO – Answer Engine Optimization) so that AI systems can find and evaluate it.  
   

4. Dynamic development in real time 

   Data enrichment and regular learning provide companies with new insights into target groups and channels. The marketing and sales cycle is thus continuously adapted and refined. 

Hybride Teams and new HubSpot-features 

To implement the approaches described above, you need the right setup, consisting of technology and team organization. HubSpot provides numerous new features for this purpose:

Datenzusammenführung & optimierte Datenqualität

• Smart CRM as a standalone Hub 
  New tools enable data enrichment and automatic processing of transcripts from calls and meetings, making all information visible in the CRM. This makes the new standalone hub “Smart CRM” particularly suitable for smaller teams. 
  
• New views & objects 
  Board views, Gantt views, or geographic maps can visualize data. A separate project object has been introduced, eliminating the need for workarounds with deals or tickets. 
• Data hub & data studio 
  External data sources such as Snowflake, Google Sheets, or Airtable can be connected. Data quality is improved through automatic cleansing; duplicates are detected and eliminated. 
  

Empowering employees

• Visual campaign planning  
  The new campaign tool allows you to visually create funnels and flow models—something that was previously often done in tools such as Miro. 
• Smart segments instead of static lists
  AI evaluates data and automatically recognizes segments. This enables more targeted marketing. 
  

Commerce and refferal 

• AI as a referral source & AEO relevance 
  AI can now also be recognized and measured as a source of referrals. 
• CPQ (Configure, Price, Quote) 
  Quotes can be created automatically in HubSpot. Attachments such as contracts and NDAs can be added. This eliminates tasks that previously had to be done manually or with additional tools.

Build your AI team with HubSpot  

In order for all these tools to be used effectively, appropriate roles, skills, and agents are required. HubSpot is continuing to expand these: 

• From Breeze Copilot to Breeze Assistant 
  

  The new Assistant has a memory function that helps it learn better. ChatGPT, Claude, and Gemini can also be connected to act as supporting agents. 

• Agents throughout the lifecycle

  The Customer Agent is no longer just involved in customer service, but also supports marketing and sales. The Data Agent integrates external data and provides smart insights. The Prospecting Agent has also been revamped and is now more flexible in its function. 

• Breeze Marketplace & Studio 
  

  Here, companies can find a selection of additional agents, allowing each company to build its ideal AI team. These agents and assistants can also be customized in Breeze Studio. 
  

Conclusion

The shift from inbound to loop marketing is being significantly accelerated by AI, both in content creation and in data analysis and team organization. With its new features, HubSpot provides tools to clearly define brands, automatically deliver relevant content, and build hybrid, data-driven teams. 

Do you have questions about the new HubSpot features?  
Schedule an appointment now via our website. Our experts are happy to provide you with personalized advice.