San Francisco. The beating heart of tech, innovation and this year, of course, HubSpot's flagship event: INBOUND 2025. Our founders Jasey Tielen and Martijn Plessers were there, felt the circulating energy in the halls and took the very latest insights straight back to BONANA headquarters in Utrecht. What struck them? What blew their minds? What developments will we notice in the coming period?
We take you through the three most important insights from HubSpot's meeting INBOUND 2025. Not as a dry summary of features, but through the lens of BONANA: the business-tech agency that always looks from the perspective of impact, growth and adoption.
1. From funnel to Loop
HubSpot this year put a bold line through the traditional funnel and flywheel models.
The new thinking is called: Loop Marketing.
What does that mean?
- No more linear path from lead → MQL → customer.
- No static flywheel that keeps spinning if you put enough energy into it.
- But a dynamic loop, where customers and prospects continuously re-enter the circle depending on their needs, behavior and data.
For Jasey and Martijn, this felt like confirmation of something we had been seeing in our practice for some time: the customer journey has long since ceased to be a straight line. In the energy transition, in SaaS, in consulting, everywhere our customers are moving non-stop, switching channels, comparing tools and expecting a pleasant experience everywhere.
What specifically does this mean for you as a CCO, Marketing lead or Sales director?
You need to think flexibly: no longer see campaigns and content as closable chapters, but as useful assets that need to be able to be relevant at any time.
You need data that comes together in real time so you have the right hook to act on at the right time.
And you need the courage to personalize at scale. Not segments of thousands, but hyper-targeted micro-moments.
At BONANA, we call this: from strategy to adoption. The Loop model is not just a fun new talking point, but a wake-up call to set up your entire commercial operation so that your teams can shift gears at every stage of the customer's journey.
2. Data Hub: finally getting a grip on your commercial data
A second bombshell that dropped on INBOUND: the launch of the HubSpot Data Hub. For many of our customers, this may sound like "yet another new tool," but it's more than that, mind you.
Until now, organizations often struggled with fragmented data: marketing in HubSpot, sales numbers in Excel, financial info in another system. The Data Hub brings this together into one reliable source of truth.
Why this is great:
- You get one central data model that feeds all commercial disciplines.
- AI tools within HubSpot (like Breeze AI) can therefore predict and advise much smarter.
- Integrations become simpler: The Data Hub acts as a link between HubSpot and external tools (think your ERP or your sustainable IoT platform).
Martijn summed it up nicely on the flight back: "This is the moment when HubSpot grows from CRM platform to truly enterprise-wide data base. It makes our work as a RevOps partner not only more relevant, but also more strategic."
For BONANA, this means that we can help customers mature their commercial data management: from separate silos to an integrated, data-driven powerhouse. Exactly what we want to make an impact with every day.
3. AI that doesn't just talk, but acts
We've been hearing buzzwords like "AI assistants" and "generative AI in CRM" for a few years now. But at INBOUND 2025, HubSpot showed that AI is now becoming truly operational.
Key announcements:
- Breeze AI: a new interface that automatically makes suggestions based on context, behavior and data.
- Prospecting Agent: AI that helps sales reps prioritize who to call or email and when.
- AI Workflows: automations that self-optimize and learn which triggers work best.
The difference from previous years? These AIs are not stuck in a chat or loose gimmicks, but are deeply woven into the HubSpot architecture.
What does this mean for businesses?
- Less wasted time: repetitive tasks fade into the background.
- Better choices: AI advises based on hard data instead of gut feeling.
- More adoption: because the tools are more intuitive, teams start using them faster.
Jasey put it this way, "We need to sell AI not as magic, but as an amplifier of adoption. Teams are finally seeing what they can gain from it in their day-to-day work."
For BONANA, this is the time to help customers take the AI step into HubSpot. Not experiment for the sake of experimentation, but deploy AI where it delivers direct commercial value.
What does this all mean for you?
The common thread of INBOUND 2025 is very clear:
- The customer journey is dynamic and requires flexibility and speed.
- Data is the backbone of your commercial operation.
- AI has come of age and is now really going to unburden your team.
For organizations in SaaS, energy and business services, this means you can no longer wait. The world is changing now and your commercial process needs to change with it.
BONANA's role: from insight to impact
As a HubSpot Partner and business-tech agency, we don't help companies "stick" with the latest features, but rather embrace them strategically.
That means:
- We analyze where you are now (as-is).
- We design a to-be blueprint in which data, processes, people and tools come together.
- We take care of implementation and adoption, so your team is already working with it tomorrow.
- And we continuously measure the impact on your growth, efficiency and customer satisfaction.
At BONANA it is never about the tool itself, but about the growth that you realize with it.
Conclusion
INBOUND 2025 confirmed what we already felt at BONANA: the future of commercial growth lies in bringing together strategy, data and adoption.
- The Loop model makes it clear that customers do not move in straight lines.
- The Data Hub finally puts a grip on commercial data.
- AI turns from a buzzword into a real gamechanger in practice.
Jasey and Martijn returned from San Francisco with one clear message: "The organizations that embrace this now will soon have a gigantic head start."
