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Name why the funnel leaks. Recite Express, Tailor, Amplify, Evolve in order.
For years the playbook was a line: attract, convert, close. That line assumed a buyer who started at the top of your website and walked down it. That buyer is gone.
People discover brands on TikTok. They ask an AI chat for a shortlist. HubSpot, citing SparkToro's 2024 Zero-Click Search Study, puts the figure at 60% of Google searches ending without a click. Kipp Bodnar's line: the old funnel assumed customers would come to you. They do not. The funnel still looks tidy on a slide. In the market it leaks at every stage.
HubSpot's answer is Loop Marketing. It combines AI efficiency with human authenticity. It is a cycle. Each turn uses the last interaction as fuel. The job is momentum.
Four stages. Memorize the order.
Express
Your foundation. Define brand, taste, tone, and point of view from a real picture of the customer before the model writes.
This course teaches HubSpot's Loop in HubSpot's language. The next course, The Peerfold Loop, nests education-led growth inside these four stages. Get the outer ring in your bones first.
Sort the model
Funnel
Inbound philosophy
Loop
Practice only. Nothing here is scored or recorded.
Inbound is the why. Loop is the how. The funnel is the old shape of the how.
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