INBOUND 2025 brought the energy. From fresh marketing strategies to game-changing ways to use AI, HubSpot set the tone for a whole new wave of ideas. The vibe? Electric. Thousands of marketers, sales pros, and business leaders packed the convention center (and the livestream) to hear what’s next for growth in a world where AI isn’t a “someday” tool, it’s already reshaping how we work today.
From big-name keynote speakers to hands-on workshops, to surprise celebrity appearances (yes, wings were eaten on stage), INBOUND 2025 packed so much into one week that the only way to do it justice is to break it down piece by piece.
HubSpot Breeze + AEO: What Marketers Need to Know
If there was one big buzzword at INBOUND this year, it was AI. Seriously, AI was everywhere. HubSpot’s Breeze AI got a shiny new facelift, and almost every breakout session had some kind of AI tie-in. Why? Because this isn’t just where we’re headed, it’s where we already are.
Think about it: every time you Google something, it’s not just SEO doing the heavy lifting anymore. AI is in the mix, too. That’s where AEO (Answer Engine Optimization) comes in. And nope, that’s not a typo. AEO is all about creating content that AI, voice assistants, and search engines can pull straight into direct answers, whether that’s a featured snippet or your smart speaker talking back to you.
How Webflow breaks it down:
For marketers, this isn’t brand-new territory. We’ve been adapting since day one. The difference now is that we have to help our clients show up in an AI-first world where people expect quick, conversational answers.
And let’s be real: we love any automation that makes our jobs a little easier. But I know what you’re thinking: does all this AI talk mean our jobs are at risk?
The short answer: nope. Marketing isn’t going anywhere. AI doesn’t know your business, your story, or your customers like you do. What it can do is give you better tools to reach more people and streamline the busy work.
Bottom line: AI is a tool, not your replacement. The rules of the game are changing, but marketers? We’re still the ones running the show.
Breeze Agents: The Avengers of HubSpot
Last year, HubSpot gave us Breeze Agents. This year? They went full-on super squad, rolling out 18 brand-new agents: seven for marketing, six for sales, and five for customer service. Basically, if Marvel had a CRM universe, this would be it.
Three agents stole the spotlight on the mainstage:
Your caffeine-fueled researcher who never takes a coffee break. It digs through CRM records, call transcripts, files, and even external sources faster than you can say “spreadsheet.” Best part? It automatically files the gold nuggets back into your Smart CRM like a digital librarian with superpowers.
The Swiss Army knife of go-to-market teams. It chats with customers, scores leads, handles support, and claims it can resolve more than half of customer issues without a human ever lifting a finger. (Don’t worry,it’s still nice enough not to ghost your customers.)
Imagine a sales teammate who works 24/7, never complains, and actually enjoys research. That’s the Prospecting Agent. It spots buying signals, stalks (uh, researches) accounts, and fires off personalized outreach, so your sales reps can focus on the fun part: sealing the deal.
Learn more about HubSpot Breeze here.
The New Marketing Playbook: From Funnel to Loop
Pour one out for the traditional funnel, it had a good run. HubSpot is officially replacing it with The Loop, a shiny new model built for the AI era.
Unlike the funnel’s one-way trip from awareness, decision, the Loop is dynamic, continuous, and a little more… alive. Think of it like a feedback cycle where humans and AI are tag-teaming to keep momentum going. The four stages are:
- Express
- Tailor
- Amplify
- Evolve
The big idea? Marketing hasn’t lost its heart; we’re still here to educate, deliver value, and build relationships. But the Loop makes room for AI to keep the whole process spinning in real time.
The Cool Stuff
Because let’s be honest, INBOUND isn’t just about tech announcements and frameworks. It’s about the moments.
Hot Ones Live
Yes, the Hot Ones stage came to INBOUND. HubSpot Co-Founder Brian Halligan braved the wings while swapping stories with Sean Evans, including his childhood cookie obsession (apparently, his mom thought sugar was a protein group). Verdict: The man has a sweet tooth and some serious heat tolerance.
Amy Poehler
Queen of comedy and now podcasting, Amy talked about spotting industry gaps, surrounding herself with the right people, and why collaboration is her ultimate creative fuel. Basically: don’t go it alone.
Colin Jost
The SNL legend (and yes, Scarlett Johansson’s husband) dropped in to remind us that even in a world buzzing about AI, laughter and human connection will always win the room.
Final Take
INBOUND 2025 wasn’t just a conference; it was a reality check on where marketing is headed. AI is here, but not to take our jobs. Instead, it’s here to give us better tools, faster insights, and more room to do what humans do best: tell stories, build trust, and connect.
The future isn’t AI vs. humans, it’s AI + humans. And marketers? We’re still running the show.
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