HubSpot Loop Marketing Isn’t New: Why Marketing Has Always Been a Loop

HubSpot recently introduced its new Loop methodology, positioning it as a fresh approach to how businesses think about marketing and client relationships. At Hollinden, we couldn’t help but smile. We’ve been telling clients since day one that marketing isn’t linear. It’s not a straight shot from awareness to conversion. Marketing is circular. If you’re not measuring, learning, and adapting, then what are you really doing?

That’s the essence of the loop. It’s not about reinventing the wheel when you innovate. The fundamentals stay the same. What changes are the tools: how you deliver information, how you listen, and how you connect. Done well, those changes create efficiencies, free you from routine tasks, and give you the space to ask higher-level, more strategic questions. And that’s where the magic happens.

Why the Loop Isn’t New and Why It Still Matters

The idea of a circular model isn’t new. At its heart, marketing has always been about listening, responding, and improving. HubSpot’s Loop gives structure to that idea, but for us, it’s confirmation of something we’ve long believed: success comes from connecting the dots between actions and outcomes.

Innovation doesn’t mean discarding the wheel and starting over. It means refining how the wheel turns. Marketing tools evolve. Delivery methods improve. Data flows faster and in greater volume than ever. But the foundation, the importance of asking, listening, and adapting, remains unchanged. Measurement is the anchor. Without it, you’re guessing.

Beyond the Technical: What Clients Really Value

Clients rarely recognize technical differences between firms. They don’t always notice the nuances in reporting systems, workflow tools, or behind-the-scenes technology. What they do notice is how they feel in the relationship. Do they feel understood? Do they feel valued? Are you asking the right questions? Are you thinking beyond the technical and anticipating their needs?

You still get credit for asking, even if the client says no. That question signals you’ve thought about them, their business, and their possibilities. It shows effort. It shows care. And in professional services, that often matters more than the technical details clients may never see.

Technology Should Improve Experience, Not Hinder It

A personal story brings this point to life. Not long ago, I went through the process of buying a car. In theory, technology should make this experience seamless. Inventory is online, communication is instant, and financing can be handled digitally. Yet the dealership I worked with was stuck in the 1990s. To buy the car, I was told I needed to allocate ninety minutes, sit in an office, and watch a salesperson search on their computer. The sales manager’s response to my request to expedite the process? A curt text message: “Yes, ma’am, see you in the morning.”

It was absurd. I knew the brand. I knew the features I wanted. I wasn’t looking to test-drive something unfamiliar. What I needed was efficiency and respect for my time. Instead, the process was filled with friction, unnecessary back-and-forth, and options that didn’t even match my requests. The experience wasn’t just outdated, it was dismissive.

And here’s the broader point: technology should free us from friction. It should make the experience more personal, not less. Firms that embrace this mindset, leveraging tech to simplify processes while using human thinking to anticipate, reason, and connect, will leave their competition in the dust. Because AI can analyze patterns, but it can’t reason like a human. It can’t pull together disparate details and say, “Here’s an alternative you may not have considered.” That’s where human value shines.

The Power of Asking Better Questions

The dealership failed not just in process but also in questioning. They didn’t ask what mattered most to me and didn’t listen when I told them. The same mistake happens in professional services.

Take CPAs, for example. When discussing retirement plans, a client may say, “I have a 401(k).” A purely technical response might be, “Okay, noted.” A better response would be: “Did you know you could also open an IRA alongside your 401(k)? Let’s talk about whether that fits your goals.” That one question can spark a conversation that changes a client’s financial trajectory.

Or consider a sell-side engagement. For many owners, the highest price isn’t the only, or even the primary, goal. They may care more about timing, tax implications, or taking care of key employees. If you don’t ask, you won’t know. If you don’t know, you can’t deliver. And if you can’t deliver, you can’t differentiate.

Better questions uncover priorities clients may not articulate on their own. They lead to conversations that deepen trust and unlock opportunities. And they prove you’re not just going through the motions, you’re thinking.

Turning Insight into Retention and Growth

Here’s the payoff. When you ask better questions and use technology to remove friction, your client relationships transform. Retention rates improve. Clients are more receptive to fee increases because they see the value. Conversations uncover cross-selling opportunities you wouldn’t find otherwise. The loop closes, and the cycle of growth begins again.

But this doesn’t happen by chance. It happens when you design services around your clients’ goals, not your own. It happens when you ask, “What creates stress for you? What bottlenecks slow you down? Where are the inefficiencies we can help solve?” By focusing on your clients’ pain points, you move beyond transactions and into partnership. That’s when loyalty deepens, and relationships endure.

The Circular Future of Marketing and Client Service

Call it a loop. Call it a circle. Call it whatever shape you want. The truth is the same: marketing and client service are continuous. They require attention, adaptation, and connection.

Innovation lies not in new jargon but in the way we think about connection. The firms that thrive will be those that ask the better questions, personalize the experience, and leverage technology to simplify rather than complicate. They’ll embrace circularity not as a trend but as a truth.

Conclusion

Marketing has never been linear. It’s always been circular. HubSpot’s Loop may put a new label on it, but the essence remains the same: measure, adapt, connect. Firms that embrace the loop, those that improve communication, personalize experiences, and keep asking questions, will not only retain clients but grow with them. And that’s the real power of the loop.

Strong client connections don’t happen by chance. Partner with Hollinden to refine your strategy, improve communication, and align marketing with business goals. Start the Conversation

Frequently Asked Questions about Marketing Strategy

What is HubSpot’s Loop methodology?
HubSpot’s Loop emphasizes continuous engagement and improvement, showing that marketing doesn’t end with conversion but cycles through measurement, adaptation, and connection.

How is circular marketing different from linear marketing?
Linear models suggest a one-way journey from awareness to purchase. Circular marketing recognizes that relationships don’t end at purchase; they evolve through retention, referrals, and ongoing value.

Why is asking clients the right questions so important?
Because the right questions uncover hidden needs, build trust, and spark conversations that add value beyond technical tasks.

How can technology personalize the client experience?
Technology should streamline processes, eliminate friction, and free humans to focus on reasoning, anticipating, and connecting. Personalization is the result of combining efficient tools with thoughtful questioning.

What steps can professional services firms take to improve client retention?
Audit your communication practices, map client stress points, leverage technology for efficiency, and commit to asking deeper, more strategic questions.