All this and more in this week’s edition of The Hypha Wire, from Hypha HubSpot Development.
Welcome back to The Hypha Wire!
This is an exciting time to be a HubSpot user: INBOUND week! While the conference officially wraps up this afternoon, there are so many releases and announcements to process.
One of the biggest isn’t an update to the platform necessarily, but to the framework surrounding the work we do on the platform. Enter: Loop Marketing.
HubSpot describes Loop Marketing as their answer to a fundamental problem many of us are facing: “Marketing funnels aren’t flowing. Old tactics aren’t working.” The new four-stage approach combines AI efficiency with human authenticity through what they call the Express, Tailor, Amplify, and Evolve stages. The key insight here is that this isn’t a linear process, but a loop designed to get smarter with each cycle.
Let’s break down each stage.
Express is all about defining your voice and ideal customer profile before creating content. As HubSpot puts it, “AI can generate content in seconds. But without a clear voice, context, and perspective, the output will fall flat.”
Tailor moves beyond basic personalization to make messaging feel truly personal using unified data from your CRM, transcripts, and web behavior. The goal is creating experiences that feel more “how did they know?” rather than the “Dear (First Name)” approach we’ve all grown numb to.
Amplify recognizes the reality of today’s fragmented customer journey. Rather than just publishing great content and hoping for the best, this stage ensures you’re discoverable across the channels where your customers actually spend time, from ChatGPT responses to Reddit discussions to creator content.
Finally, Evolve breaks free from review cycles with real-time optimization. HubSpot emphasizes that “the new era of marketing won’t wait for your quarterly review—and neither will your customers.” This stage uses AI to predict performance, monitor results continuously, and run rapid experiments that compound your competitive advantage over time.
What makes this framework particularly compelling is how it addresses the current landscape where traditional search is shifting to chat-based discovery and engagement rates are dropping quickly across channels.
Loop Marketing feels like a roadmap that will allow us to thrive, giving us structure for the chaos, and tools to turn the constant change into a competitive advantage.
-Sage Levene, VP of Marketing, Hypha HubSpot Development
Open Mic
Search After the Google Ruling一What It Could Mean for Your Business
By Rebecca Albright, Senior Inbound Content Developer, Hypha HubSpot Development
Earlier this week, Judge Amit P. Mehta of the U.S. District Court for the District of Columbia issued remedies in the long-running case over Google’s monopoly in search. The antitrust violation finding came last year.
As for penalties, the current ruling stops short of breaking Google apart or accepting many of the Department of Justice’s recommendations it submitted last year. Chrome and Android remain intact, and Google can still pay to be the default search engine on Apple devices. But three new limits could matter over time:
No exclusive contracts: Google can’t block device makers or browsers from offering users other search engines alongside Google.
Data sharing: Rivals get limited access to Google’s index and anonymized usage data to improve their results.
Syndication: Competitors can tap into Google’s search and text-ad syndication, potentially opening new ways to distribute results and ads.
Now that Mehta has issued his remedies, Google can formally appeal the underlying monopoly ruling, so expect any changes to roll out gradually. But, the direction of online discovery seems clear: Search will likely become a little more fragmented, and results will continue to shift from “ten blue links” to direct answers—largely powered by AI. To be sure, Mehta cited the rise of AI search in his judgement, saying: “The emergence of GenAI changed the course of this case.”
As for what comes next, you may want to sharpen your SEO (and SGE) strategy—leaning into best practices, since the court’s remedies give rivals more room:
Be answer-ready: Publish concise, trustworthy content that directly addresses common customer questions—pricing, specs, comparisons, how-tos.
Use structured data: Schema markup (FAQ, Product, HowTo, Organization) helps both search engines and AI assistants recognize and surface your content.
Open your site to multiple engines: Review robots.txt, sitemaps, and filters to ensure Bing, DuckDuckGo, and approved AI crawlers can access your key pages.
Keep brand signals consistent: Update business listings and profiles across Google, Bing, and Apple Business Connect to anchor your presence everywhere customers search.
Advertising, however, may be worth a closer look.
Diversifying spend isn’t “basic hygiene” such as SEO, but it could become more attractive over time. Google Ads will likely stay central, but the remedies could expand inventory for Microsoft Advertising (Bing) and others. It may be a good time to consider small pilots outside Google and measure success by incremental leads or sales—not just clicks.
The bottom line: While the courtroom battle isn’t over, discovery is starting to move beyond Google alone. Businesses that keep an eye on multiple search surfaces—and continue to invest in clear, structured answers—are likely to be better prepared as the landscape evolves.
An important study but one with disheartening results.
“‘Most companies respond at the surface level,’ Larcker says. ‘They modestly increase hiring, but mainly in junior or non-core roles. And when you look at who’s leaving, it’s often the same demographic they just brought in. So, when you net it out, nothing really changes.’”
To continue on the labor front—things are not looking good. Unemployment has risen to 4.3%—the highest since 2021—with a growing share of people unemployed for six months or longer.
“The Bureau of Labor Statistics said that employers shed 13,000 jobs in June — the first employment contraction since December 2020. It was a downward revision from the data that showed a gain of roughly as many jobs. With those revisions, the economy has added an average of 29,000 jobs over the past three months — a stall-speed pace compared to the three-month average of 111,000 in March.”
Hypha Highlights
HubSpot just announced one of their most comprehensive platform updates ever at INBOUND 2025. These aren’t incremental improvements—they’re fundamental changes to how the platform operates, what it costs, and what it can do. Here’s your complete breakdown of every major update and what they mean for current and prospective HubSpot users.
Atlassian agreed to acquire The Browser Company, maker of the Arc and Dia browsers, for $610 million cash as part of its push to create an AI-powered browser for workplace productivity. CEO Mike Cannon-Brookes stated that “today’s browsers weren’t built for work; they were built for browsing,” with the deal aimed at reimagining browsers for knowledge workers using multiple SaaS applications in the AI era.
OpenAI is set to begin mass production of its first custom AI chips next year through a partnership with Broadcom, which announced a $10 billion chip order from an unnamed customer that industry analysts believe is OpenAI. The move follows the strategy of other tech giants like Google and Amazon in designing custom chips to reduce costs and dependence on Nvidia while supporting their data-intensive AI operations.
Speaking of OpenAI—it’s launching an AI-powered jobs platform next year to connect employers with AI-skilled candidates, alongside a certification program aiming to train 10 million Americans by 2030 in partnership with companies like Walmart. As OpenAI’s applications CEO Fidji Simo explained, “We believe fundamentally that AI will unlock more opportunities for more people than any technology in history, but it will also be disruptive,” with the initiative designed to help workers adapt as AI transforms various job categories.
Major universities are appointing their first Chief AI Officers to coordinate how artificial intelligence will transform campus operations, research partnerships, and student curriculum as graduates need AI skills to compete in today’s job market. Schools like UCLA, University of Utah, and George Mason University are creating these C-suite positions to manage everything from AI tool procurement to establishing data training standards. (Likely not long until every company has a CAIO on staff.)
1x Speed
What team Hypha is streaming.
We’d be remiss to not share the two heavyweight spotlight sessions that came out from INBOUND.
“Join HubSpot CEO Yamini Rangan and EVP of Product Karen Ng live from INBOUND’s Main Stage as they unpack the latest trends in AI, marketing, sales, and service, and announce innovations from across the HubSpot platform.”
“In a special solo keynote, HubSpot Co-founder and CTO Dharmesh Shah explores how to build and lead in an era of unprecedented change. From AI transformation to evolving customer expectations, Dharmesh will decode the patterns that define tomorrow’s successful companies. Walk away with a clearer vision of what’s coming and the practical steps to position your business ahead of the curve.”
How can we help you?
Case Study: HubSpot Website Redesign
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Through strategic messaging workshops and comprehensive HubSpot CMS redesign, Hypha delivered a modern, accessible website that seamlessly translated complex technical services into clear client value, improved user pathways, and empowered internal content management. The complete overhaul launched successfully, featuring intuitive mega navigation, customer-focused messaging across 25+ pages, and ADA-compliant design that transformed 348 keyword rankings into 1,215 rankings with a 10x increase in top-10 positions.
Planning a website redesign that needs to communicate complex services clearly? Contact Hypha to discover how we can create a digital presence that reflects your true expertise while guiding prospects from confusion to conversion.
