Inbound 2025 in San Francisco: Hot Takes, HubSpot’s Loop, and the Future of AI + Data

Do you live in a world full of data silos, confusing strategies, and way too many blind spots? If so, you’re not alone. That’s exactly the kind of thing we talk about every year at Inbound. But this year? Things looked and felt very different.

Inbound 2025 packed up its Boston roots and set up shop in San Francisco, which brought fresh vibes, new energy, and plenty of hot takes from attendees and HubSpot leaders alike.

I sat down after hours with Casey Hawkins, Nico Lefakis, and Chris Garland to unpack the big shifts, the surprising conversations, and yes, even HubSpot’s new “Loop.” If you missed it, don’t worry.

Here’s your seat at the table.

What Changed When Inbound Moved From Boston to San Francisco?

For more than a decade, Boston has been the heartbeat of Inbound. So when the event relocated to San Francisco, it sparked some strong reactions. The Moscone Center impressed many attendees with its organized layout and energy, even drawing comparisons to CES. The vibe, though, was noticeably different—less of a party, more subdued, but still alive with possibility.

But here’s the bigger story. Beyond the event itself, the city of San Francisco needed this. From conversations with taxi drivers to hotel staff, it became clear that the local community is still recovering from the impact of COVID. Restaurants, stores, and entire neighborhoods are slowly finding their footing again. And whether intentional or not, the influx of thousands of inbound marketers injected fresh energy and much-needed business into the city.

That’s impact worth celebrating. Because it’s not just about HubSpot or Inbound. It’s about humans.

HubSpot’s Big Reveal: Funnel, Flywheel, and Now… the Loop?

One of the headline moments came when Yamini Rangan unveiled a new visual framework: the Loop. If you’ve been around long enough, you remember the shift from funnel to flywheel. Now, the loop has entered the chat.

But does the shape really matter? Casey pointed out that whether it’s a funnel, flywheel, or loop, it’s all just a way to illustrate how we interact with humans in this new era of marketing and AI. Chris appreciated the infinity symbol as a nod to continuous connection, though he admitted it still feels like paint on an old framework. Nico noted the challenge of applying linear models to a nonlinear buyer journey, but acknowledged the theory could work if businesses truly circle back to customers after the sale.

And me? I’ll be honest. The loop lost me. The content Yamini shared was incredible. Her insights into data, strategy, and customer connection were gold. But the loop? I couldn’t help but wonder why we needed to reinvent the wheel—literally. I’d love to see HubSpot double down on the inbound methodology itself, updated for today’s world of AI, data, and human connection.

Still, whether you love the loop or not, the underlying message was clear: we’re in a new era, and customer relationships must be continuous, connected, and deeply human.

AI, Modular Tools, and the Future of HubSpot

Let’s talk tools.

Nico was excited about HubSpot’s push toward modularity, like separating quotes into Commerce Hub so users can pick what they need without unnecessary add-ons. Smart CRM is evolving, and new agents (prospecting, customer support) are being expanded across the platform.

Chris highlighted something just as important: the gap between potential and reality. HubSpot partners and customers both have a long way to go when it comes to AI readiness. It’s one thing to hear about assistants and agents; it’s another to actually deploy them effectively. And while HubSpot is moving fast, the educational resources haven’t quite caught up yet. Businesses need help not only in adopting AI but also in fixing messy data, integrating ERPs, and achieving that golden “unified customer view.”

Here’s the truth: AI tools are only as powerful as the data feeding them. If your HubSpot data is trapped, siloed, or messy, no amount of AI magic will save you.

B2B Marketing Still Needs More Humanity

One of my favorite nuggets came from Casey, who chatted with Jay Schwedelson about how stuffy B2B marketing has become. Too often, businesses forget that behind every company is a group of humans. When we strip away the buzzwords and corporate armor, marketing becomes a lot more effective—and a lot more fun.

This isn’t just philosophy. It’s practical. The brands that put human connection at the center of their strategy are the ones that stand out, even in crowded markets.

The Conversations That Stood Out

Beyond keynotes and sessions, some of the richest insights came from hallway conversations.

• Nico dove into the future of RevOps and AI Ops, raising hard questions about whether partners are truly ready to deliver on the AI vision.

• Chris explored ERP integration with a customer who knew their data was a mess but wasn’t sure where to start. The takeaway? Data maturity is now the prerequisite for AI success.

• For me, it was testing a line on stage: “AI is the first tool I feel guilt around.” The room nodded. Hard. Because many of us are wrestling with how to use AI responsibly without losing the human element.

These conversations are where the real magic of Inbound happens.

The Big Takeaway

Inbound 2025 wasn’t just about flashy announcements or a new event venue. It was about facing the hard truths: messy data holds us back, AI is both powerful and intimidating, and B2B marketing needs to get more human if we want to truly connect.

Whether you love the loop or roll your eyes at it, the future of HubSpot and inbound is clear. Continuous connection matters. Education matters. And at the heart of it all, humans matter.

So here’s your one big takeaway: the future belongs to organizations that combine clean data, smart AI, and human-first strategies. Do that, and you won’t just grow. You’ll flourish.