Marketing Against The Grain Marketing is Broken - This is the Future of Conversions (Loop Framework)
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Sep 4, 2025 
Aja Frost, Sr. Director of Global Growth at HubSpot and expert in search and AI, joins to discuss the radical shifts in marketing. With 60% of Google searches ending without a click, she highlights the failings of traditional methods. Aja introduces the Loop Framework, emphasizing the need for personalized experiences in an AI-driven world. The conversation uncovers how storytelling and niche marketing are crucial in adapting to new consumer behaviors, and explores the exciting future of engagement strategies.
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Search Traffic Is Evaporating
- 60% of Google searches now end without a click, drastically reducing website traffic.
- Audiences are starting research in AI tools and communities instead of traditional search engines.
Answers Alone Don’t Win Anymore
- Answers are abundant and personalized via AI, so publishing generic answers no longer guarantees traffic.
- This shifts value toward experiences that are tailored and differentiated by brand and taste.
Change Breeds Opportunity
- This era is opportunity-rich because change creates advantage for fast adapters.
- Marketers who embrace AI can compound benefits faster than before.