At INBOUND 2025, HubSpot CEO Yamini Rangan called out what many teams have already been feeling: the old playbooks aren’t working anymore. Inbound marketing is being disrupted and it’s time for a refresh.
Introducing the LOOP Playbook
HubSpot unveiled a new strategic framework called LOOP, built for the realities of modern growth:
- Express who you are
- Tailor to your customers
- Amplify across channels
- Evolve in real time
Because growth doesn’t move in straight lines anymore. It happens in dynamic loops.
New AI-Powered Tools and Platform Improvements
EVP of Product Karen Ng showcased how HubSpot is turning the LOOP playbook into reality through major updates across the platform:
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Breeze Assistant now works across Google Workspace, Microsoft 365, and Slack, helping users answer complex business questions quickly.
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The new Breeze Marketplace acts like an app store for AI agents, with tools like RFP Agent, Closing Agent, and even a Deal Loss Agent that learns from every outcome.
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Data Hub (formerly Operations Hub) puts data quality in everyone’s hands with AI-powered datasets and real-time monitoring.
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Marketing Hub now makes it easier to discover new segments, personalize journeys, and create adaptive emails tailored to each recipient.
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Sales Hub adds AI-powered note-taking and prospecting agents that surface buying signals automatically.
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And finally: data enrichment is included again with core seats (excluding Smart Properties), so you no longer burn through credits just to keep records up to date.
A Human-Centered Approach to AI
The message from INBOUND 2025 was clear: HubSpot is doubling down on AI and data, but never at the cost of the human touch. AI is here to help teams move faster, go deeper, and make smarter decisions, but the point of view still comes from you.
As Yamini Rangan put it: "AI needs a point of view, and that’s the point of you."
Join Our Briefing on the INBOUND 2025 Highlights
On Thursday, 11 September, our founder and CEO Jasna Suhadolc will host a special online session walking through all the major announcements. The briefing will be held in two time slots, one in English and one in Slovenian, and invites will be sent out exclusively to our newsletter subscribers.
If you want to join the session, make sure you're on the list: https://info.actuado.com/newsletter.
