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<\/a><\/p>\nCompanies that once led the digital transformation now face an unexpected reality: their hard-won advantages are evaporating as competitors leverage AI to match the capabilities of much larger, better-funded teams.<\/p>\n
The playing field hasn\u2018t just leveled. It\u2019s been completely redrawn.<\/strong><\/p>\n Through months of market research focused on customer needs, HubSpot uncovered how growth-driving teams are responding to this new environment. They\u2019re abandoning linear playbooks in favor of go-to-market strategies that operate in an infinite Loop<\/strong> \u2014 a continuously adapting cycle of learning, experimenting, optimizing, and scaling.<\/p>\n A 2025 study of 1,800 brand professionals<\/a> (including marketers, advertisers, content strategists, brand specialists, and GTM decision-makers) identified key tactics that brands are using to get ahead in the eye of dramatic tech transformation. These insights form what HubSpot calls The Loop Marketing Landscape.<\/strong><\/p>\n This may sound pretty obvious, but it\u2019s far from a given. While every marketing textbook harps on the importance of documenting a unique value proposition (UVP), HubSpot found that only half (51%) <\/strong>of global marketers actually have one.<\/p>\n The remaining 49%<\/span> revealed the following:<\/p>\n When you compare overall goal attainment (in the past year) across respondents, 52% of marketers on goal-exceeding teams <\/strong>had a clearly defined and documented UVP. Only 36%<\/strong> of teams who just hit their targets (without regularly exceeding) did. And just 24%<\/strong> of respondents who regularly missed their goals did.<\/p>\n The connection is clear: If your own teams can\u2019t articulate what makes you valuable, your customers won\u2019t get it either.<\/strong> Misalignment across marketing, sales, product, and leadership can quickly lead to inconsistent messaging in the market.<\/p>\n Every brand identity should amplify how your business uniquely solves for the customer (and outshines the competition). Respondents with clearly documented brand positioning leaned into the following best practices when developing and refining their own:<\/p>\n In the Loop framework, brand positioning becomes the anchor that every iteration loops back to.<\/p>\n While most global respondents use some form of personalization in their marketing or advertising content, 50%<\/strong> aren’t going any deeper than inserting a name, company, or address token.<\/p>\n Only 25%<\/strong> said they segmented audiences by easy-to-find demographics, such as gender, country, or industry. And only 15%<\/strong> were segmenting or personalizing content tailored to the buyer personas (groups or targets) most likely to buy their products.<\/p>\n Let’s face it. Contact tokens are cute, but they aren\u2019t captivating.<\/p>\n As marketing teams gain broad access to generative AI, basic personalization is no longer a differentiator in the market \u2014 it\u2019s the standard. What actually moves customers to take action is content that speaks directly to their needs, motivations, and buying behaviors.<\/p>\n The correlation to performance is striking:<\/p>\n You can’t create tailored content without first knowing who<\/em> you\u2019re speaking to and where<\/em> they spend their time.<\/p>\n Of the respondents with personalization tactics in motion, basic demographic data (43%)<\/strong> and shopping habits (36%)<\/strong> were most valuable to them when determining:<\/p>\n Once you’ve built out buyer personas for your target audiences, start identifying the channels they use and what types of affordable, personalized or segmented experiences you can provide to them.<\/p>\n Two channels that respondents said their brands regularly use for personalized or segmented content were email (61%) <\/strong>and paid media, such as website or social ads (47%)<\/strong>.<\/p>\n In the Loop model, personalization is how brands learn in real time, feed insights back into the system, and refine the next iteration of content.<\/p>\n The web landscape is always changing and evolving, particularly with the expansion of generative AI. As new channels emerge and gain virality, others can drop in effectiveness or ROI within weeks or months.<\/p>\n HubSpot’s survey found that:<\/p>\n It\u2018s easy to see one channel doing well and become complacent, thinking you can just lean into it forever. But that\u2019s not how today’s world works.<\/p>\n In the past 12 months, for example, web brands that invested most of their resources in SEO experienced significant ROI downturns when Google’s AI Overviews unexpectedly led to 60%<\/strong> fewer search result clicks to other websites.<\/p>\n That’s likely one of many reasons why 48%<\/strong> of respondents now say their brand allocates more than one-fifth of its budget to channel experimentation and diversification.<\/p>\n When looking at the data, these channel expansion opportunities stood out the most:<\/p>\n Diversification ensures that if one part of your Loop falters, the rest of your strategy stays in motion.<\/p>\n As brands adapt to a world where AI accelerates the pace of change, the businesses that win are those that can continuously learn, adapt, and refresh their strategy.<\/p>\n3 Takeaways from HubSpot’s Loop Marketing Landscape Report<\/h2>\n
1. Brands must document clear brand positioning.<\/h3>\n
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Why It Matters<\/h4>\n
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<\/p>\nHow to Build a Brand Identity That Grows With You<\/h4>\n
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2. Brands need to create personalized customer content.<\/h3>\n
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<\/p>\nWhy It Matters<\/h4>\n
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How to Get Personal<\/h4>\n
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3. Brands are diving into channel diversification.<\/h3>\n
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Why It Matters<\/h4>\n
Where to Expand Next<\/h4>\n
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Getting in the Loop<\/h2>\n
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