The problem with AI content and how Loop Marketing solves it

Are you finding that the tactics that traditionally worked for you in B2B SaaS marketing are no longer working as well?

We hear you. And you're not alone.

AI is accelerating everything from research to content production to buying behaviour. For marketers, it can boost productivity, shortcut tedious tasks and even kickstart creativity.

But for buyers, it means that a wall of AI-generated answers stands between your message and them. When they do arrive at your website, they are more informed than ever and might have already made their decision.

This can have a big impact on the success of your marketing, especially when you consider that around 60% of Google searches now end in zero clicks. Individual brands, like yours, are struggling to be heard above the noise.

It might be time to explore a new operating model to solve this challenge: Loop Marketing.

Why HubSpot introduced Loop Marketing — and why now

Two major shifts have forced this evolution. Buyers research through AI platforms long before they ever click on an ad or search result. They’re more informed, more specific and harder to engage with generic messaging. And when anyone can generate content instantly, brand identity becomes the differentiator for marketers.

Traditional inbound models weren’t built for this new world of zero-click discovery, AI-assisted research or self-directed buying. Loop Marketing was designed specifically for this new reality.

Breaking through the wall with Loop Marketing

HubSpot’s Loop Marketing is a new playbook designed to allow you to work with AI, not against it, and to keep authenticity and differentiation at the core of everything you do. With these shifts in mind, Loop Marketing offers a practical framework to navigate AI-driven marketing while keeping your brand authentic and connected.

It's built around four interconnected stages — Express, Tailor, Amplify and Evolve. Unlike linear funnels, Loop Marketing is circular  — every campaign shapes what comes next and AI boosts your results without replacing your thinking.

Is Loop Marketing different from the Flywheel?

Yes. The Flywheel focused on delighting customers to create momentum. Loop Marketing, in contrast, focuses on brand expression, personalisation, channel relevance and rapid iteration. Instead of analysing campaigns after they close, Loop Marketing encourages real-time, AI-powered optimisation while campaigns are running.

Where Buyer Enablement fits into Loop Marketing

Loop Marketing doesn’t just attract and engage buyers; it supports them through every stage of their self-directed buying journey. This aligns directly with buyer enablement, where your role is to reduce friction, answer real questions and provide the tools buyers need to make confident decisions.

The AI content problem — and why authenticity wins

When AI bypasses the traditional creative process, brands risk losing their unique worldview, tone, perspective and emotional resonance. When this happens, you can end up with:

• Undifferentiated content
• Diminishing returns across channels
• Confused buyers who can’t tell brands apart
• Inconsistent messaging across teams and touchpoints

Here are the four Loop Marketing steps you need to take to ensure that doesn't happen.

Loop Marketing: Four steps around the circle

1. Express yourself

A lot of generic AI content happens because brands skip brand expression.  

The Express stage stops this by defining:

• Your brand’s personality, tone and taste
• The emotional job you do for your audience
• The problems you frame uniquely
• The stance or perspective that only your brand can take

This lets AI amplify your brand’s personality instead of overshadowing it.

2. Tailor your output  

Let's consider the old favourite, “Dear first name”. It does the job but it isn't personal — not truly personal. And B2B SaaS buyers can spot inauthenticity instantly.

Referencing a recent acquisition or leadership change? That’s personal.

The Tailor stage focuses on:

• Enriched data (behaviour, intent, company signals)
• Precise segmentation using CRM and AI tools
• Dynamic, contextual content
• Human oversight to keep messages aligned with brand voice

This is the step where strong Express work pays off.

3. Amplify your message

AI makes it possible to publish more content across more channels, but volume alone won't cut through the noise.

Amplify is about:

• Meeting audiences where they actually spend time
• Repurposing and remixing high-performing assets
• Optimising for new discovery paths, including AI-driven platforms
• Partnering with creators your audience trusts
• Building presence, not ubiquity

When you amplify with intention, AI projects what makes you distinct.

4. Evolve, continuously

Evolve is where AI excels — not by replacing creativity but by accelerating learning.

Evolve is about:

• Predictive intelligence
• Real-time monitoring
• Rapid experimentation
• Optimisation during campaigns, not after

Brands in the loop focus on progression — each cycle more relevant, more targeted, more effective.

Checklist: Are you in the loop?

You're out of the loop if:

• AI content sounds similar everywhere
• You’re creating more content but seeing less engagement
• Your segmentation is broad
• You only analyse campaigns afterwards

You're in the loop if:

• Your brand voice is consistent and used in AI prompts
• Personalisation references behaviour and real-world context
• You remix content for modern channels
• You optimise live campaigns
• Every campaign informs the next one

How Marketing Fusion helps SaaS brands initiate Loop Marketing

We’ve been helping SaaS marketing teams build brand-led, data-informed marketing for over ten years, long before AI became part of the everyday toolkit. Our approach is structured, strategic and built around what truly drives results.

Express: We work with you to define your brand’s tone, stance and perspective with clarity, so AI strengthens your identity instead of diluting it.

Tailor: We develop messaging that feels genuinely personal, informed by real data, real behaviour and real buying context.

Amplify: We design channel strategies based on where your buyers actually spend time today, then repurpose and optimise content for maximum reach.

Evolve: We run campaigns that iterate quickly, learn continuously and improve with every cycle, turning insight into measurable growth.

In an AI-driven landscape, success isn’t about publishing more — it’s about staying relevant, consistent and agile, so every interaction moves your brand forward.