Loop marketing with HubSpot: how the new growth engine for companies works

This article explains what loop marketing is, how the individual steps in the process work, how HubSpot provides technical support for this approach, and why kkvision, as a specialised HubSpot agency, is the ideal partner for successfully implementing this concept in companies.

Definition: What is loop marketing?

Loop marketing describes a cyclical process in which each output simultaneously becomes input for the next cycle. Unlike the classic funnel, where a lead converts at the end of the process and the cycle ends, loop marketing keeps the cycle open: new customers, content, experiences or data flow back into the system and generate new value.

Loop marketing vs. funnel and flywheel

Many companies still think in terms of funnel structures when it comes to marketing: leads are acquired at the top, qualified in the middle and converted at the bottom. This model works as long as campaigns are clearly separated from each other – but after each run, the entire process has to be restarted. Once a lead has become a customer, the funnel loses its momentum. This means that every new increase in sales requires the same effort as before.

HubSpot has solved this problem with the flywheel model. Instead of a linear funnel, the flywheel puts the customer at the centre. Satisfied customers generate momentum – through recommendations, reviews or repeat purchases. The better marketing, sales and service work together, the faster and more efficiently the wheel turns.

How does loop marketing differ from funnel and flywheel marketing?

Loop marketing goes one step further. It views this momentum not only as a concept, but as a concrete, measurable mechanism. Every process – from the first click to the purchase to the support ticket – can be part of a loop. When a customer has a positive experience, leaves a review or recommends a contact, this behaviour flows back into marketing as input.

This creates not a one-off process, but a continuous cycle in which marketing, sales and service reinforce each other. Individual actions become a learning system – a real growth engine.

The four stages of loop marketing according to HubSpot

HubSpot has divided the loop marketing model into four distinct phases, each of which builds on the previous one: Express, Tailor, Amplify and Evolve.
Each phase strengthens the system and feeds insights back into the next one.

1. Express: Making the brand essence visible

The express phase is about communicating the brand, its value proposition and its benefits clearly and authentically to the outside world. Companies must define what they stand for and convey this message consistently across all channels.

2. Tailor: Creating relevance through personalisation

In the second phase, the generic approach to marketing is personalised. Companies that understand their target groups can tailor content and offers precisely to individual needs.

With HubSpot, this is achieved through intelligent segmentation, lead scoring and automated workflows. Smart content allows websites or emails to be dynamically adapted to different target groups – for example, by industry, company size or behaviour.

An example:

If someone visits the website repeatedly and is obviously interested in the topic of CRM, HubSpot automatically recognises this behaviour. On this basis, HubSpot can play targeted dynamic content – for example, directly on the website, in landing pages, in email campaigns or even via automated workflows in social ads.

A visitor who has repeatedly engaged with CRM topics will then see relevant content in future, such as the advantages of a CRM solution or the first steps in its implementation. This means that every prospective customer receives exactly the information they need to help them in their decision-making process. This increases relevance, builds trust and increases the likelihood of a prospect becoming a customer.

3. Amplify: Scale reach and impact

In this phase, the momentum generated is reinforced. The goal: content, campaigns and experiences should be passed on – by customers, partners or your own employees.

This is where growth loops come into play:
when customers report on their positive experiences, submit reviews or share content, the effect of the original measure is automatically reinforced. Every new customer can attract new customers – a principle familiar from referral or viral loops.

4. Evolve: Learn, measure, optimise

Perhaps the most important part of loop marketing is the evolve phase. It ensures that the system improves over the long term. Feedback, data analysis and iterative adjustments make each cycle smarter.

HubSpot offers powerful analysis and reporting functions for this purpose:
Multi-touch attribution makes it possible to track which channels and measures really lead to success. The Service Hub feedback tool enables you to systematically measure customer satisfaction (NPS, CSAT) and feed it directly back into marketing and product development.

This creates the famous feedback loop, which enables not only optimisation but also genuine learning – the basis for sustainable, data-driven growth.

What does loop marketing look like in practice? An example from the B2B sector

Let's imagine a medium-sized mechanical engineering company that uses HubSpot.
After introducing the CRM, blog articles are published (Express) and leads are addressed with personalised content on relevant topics (Tailor).

These leads become customers who then contribute case studies or share their experiences on LinkedIn (Amplify). The service team collects structured feedback and passes on the insights to marketing and sales (Evolve).

The result: a continuous, measurable cycle that continuously increases customer value – and automatically drives growth.

GDPR and data security in the DACH region

Data protection is a crucial success factor, especially in German-speaking countries. HubSpot offers comprehensive features to ensure GDPR compliance.
These include double opt-in, central consent management, data access rights and transparent storage locations.

For companies in Germany, Austria and Switzerland, this means that HubSpot can be operated securely and in compliance with the law – especially when the setup is professionally supported.