The 5 Biggest Marketing Shifts Unveiled at INBOUND25
1. Loop Marketing: The New Playbook
For years, we’ve thought about the funnel. INBOUND25 challenged us to think in loops instead of lines. HubSpot’s Loop
Marketing framework is built around four dynamic stages: Express, Tailor, Amplify, and Evolve.
What makes this so powerful? It’s iterative. Instead of moving people through a funnel and hoping they come back, Loop Marketing creates ongoing engagement. Campaigns are meant to evolve, and are informed by customer feedback and performance data.
Practical Tip: Start small, test, learn, and refine. The loop never ends, and your campaigns shouldn’t either. Utilize HubSpot’s Loop Marketing Playbook by trying the steps and actions they outline.
2. AEO vs. SEO: The Age of AI Engine Optimization
We’ve all been wrestling with AI’s impact on lead generation, conversions, and all aspects of marketing. INBOUND25 put it front and center: AEO (AI Engine Optimization) is here.
- SEO is still about driving clicks to your website.
- AEO ensures your brand shows up correctly in the LLMs.
Think of it this way: Google may still bring the traffic, but AI engines will increasingly influence who gets mentioned in the answers. SEO is foundational for continued marketing results. However, AEO is another metric we need to watch to ensure we are optimizing.
Practical Tip: Use HubSpot’s new AEO Grader. Focus on creating content with clear facts, stats, and data that AI tools can cite. And don’t limit yourself to Google! Think about all the channels. Be present on Reddit, Wikipedia, YouTube, and beyond.
3. Marketing Studio: One Workspace for Everything
If you’ve ever been frustrated by jumping between tools, Marketing Studio might feel like a breath of fresh air. Previously, we were building a Landing page, then moving on to a form to add in, then on to the Marketing email tool to follow up, and on it went. HubSpot introduced Marketing Studio as an AI-assisted workspace where you can plan, create, and connect campaigns in one place.
Instead of spreadsheets, sticky notes, and endless tabs, everything lives inside HubSpot on one canvas board. You can also view your assets in calendar view, pipeline view, or a list. One place for every asset means smoother teamwork and smarter marketing.
With AI baked in, now it’s easier to brainstorm, draft, and launch campaigns without leaving the platform, or even switching between HubSpot tools.
Practical Tip: Use Marketing Studio to streamline collaboration. Join the HubSpot Product Beta. Create a campaign. Then play around with the tool. Allow the AI assistant to help you with this. Want to see it for yourself? Watch the Marketing Studio Demo Video by HubSpot.
4. Data Hub: Smarter Data, Smarter Decisions
Ops Hub has a new name: Data Hub. And the update is more than cosmetic!
- Data Studio lets you combine datasets, pull from external sources, build reports, use in workflows, create smart columns to enrich data, and so much more.
- Data Agent introduces Smart Properties, Smart Actions, and Smart Columns. Think of this as your personal data analytics assistant.
- Data Quality tools make it easy to tackle duplicates, formatting issues, and enrichment, ensuring the data in your portal is accurate.
This all points to one truth: data hygiene isn’t optional. And it has become a whole lot easier! With AI and automation relying on clean inputs, messy data holds everything back. Yet even with that, Data Hub is making it so everyone can have clean, accurate data.
Practical Tip: Create and modify your Data Agent. Go into Data Studio and create data sets that have the information to answer questions. Enrich your data and see what additional trends and information you find. Or, check out the latest opportunities for a RevOps Audit at Evenbound. We use these data tools and more to drive revenue and growth for your business.
5. Breeze Agents & Assistants: Your AI Workforce
Finally, what used to be called Copilot has evolved into Breeze Agents and Breeze Assistants. It’s not just one assistant! (Although an assistant is available at all times in your portal). It’s a studio where you can create agents and assistants to handle many, many tasks inside HubSpot.
Think of it as building your own team of AI helpers. You can add agents, customize assistants, and even expand with integrations from the Breeze Marketplace.
Practical Tip: Don’t wait until you’ve “figured out AI.” Start experimenting now. Add an assistant in Breeze Studio and see how it can take repetitive tasks off your plate. Check out this Knowledge Base Article with a video overview of the possibilities: Use assistants and agents in Breeze Studio.
It’s an exciting future! Want to join the movement?
There has never been a better time to be in marketing and sales. If INBOUND25 made anything clear, it’s this: AI, automation, and data quality are no longer “nice-to-haves.” They’re the new standard.
And the even better news? HubSpot is making it easier than ever to experiment, optimize, and evolve. INBOUND25 reminded me that marketing is never about standing still and resting on our laurels. The future of marketing is right now. And it’s about learning, testing, and evolving alongside our customers.
Need help navigating these new features or making them work in your own HubSpot portal? At Evenbound, that’s what I do every day. I’d love to guide you through it. Reach out to get started!
