Loop - by Kipp Bodnar & Kieran Flanagan (Hardcover)

Book Synopsis

The marketing playbook that millions of companies adopted just broke -- Loop reveals the AI system replacing it.

If your marketing strategy stopped working, the problem isn't you. The problem is that AI broke the system every playbook was built on -- and nobody has replaced it.

Until now.

Kipp Bodnar and Kieran Flanagan built the marketing framework that millions of businesses adopted. Then they watched AI dismantle the only marketing model most businesses had ever known. So they threw out their own playbook and built a new one.

They tested it on HubSpot's marketing engine first. Within a year, it was outperforming the old one they'd ripped up.

In Loop, they introduce Loop Marketing: a four-stage system (Express, Tailor, Amplify, Evolve) where the teams that win are the ones that learn and adapt fastest, not spend the most.

With Loop, you will:

• Build a Taste Profile -- a living model of your buyer that predicts what they'll respond to before you spend a dollar.
• Escape the AI-sameness trap. Loop shows you how to build the core narratives that make you stand out and impossible to confuse with anyone else.
• Scale creative without producing slop. A system for 10x-ing output that sounds like your brand every single time.
• Master Answer Engine Optimization (AEO) -- the strategy that determines whether AI recommends your brand or buries it.
• Measure what your leadership actually wants to see.

This book is not about marketing theory. Loop works whether you're a five-person startup or a five-hundred-person marketing org. Whether you're B2B or DTC. The system scales because the principles are structural, not tactical.

A year from now, you'll either have a playbook or you'll have excuses. This is the playbook.

About the Author

Kipp Bodnar is the chief marketing officer at HubSpot, where he leads the company's global marketing strategy across awareness, demand, and brand, as well as HubSpot's strategic partnerships. With over fifteen years at HubSpot, Kipp has helped scale the company from a startup into the #1 agentic customer platform for growing businesses.

Kipp is the author of Loop: Outlear. Outmarket. Outgrow. and co-host of Marketing Against the Grain, a podcast exploring the intersection of marketing, AI, and business growth. He is an active advisor and investor in some of the world's leading technology companies and serves on the board of directors for Gusto and Similarweb.

Kieran Flanagan has spent his career at the intersection of growth, marketing, and technology -- first as SVP of Marketing at HubSpot, then as CMO at Zapier, and now as SVP of Agentic GTM and Systems at HubSpot, where he's building the organization that makes AI the engine behind every go-to-market motion. He invests in and advises companies at the frontier of SaaS (Sequoia Scout; Miro, Ramp, Chainlink, and others), and reaches hundreds of thousands of practitioners through Marketing Against the Grain, one of the leading YouTube channels on AI for GTM, and his Substack newsletter.