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HubSpot Lost 80% Of Its Traffic – CMO Kipp Bodnar Explains Why Revenue Kept Growing via @sejournal, @gregjarboe

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HubSpot Lost 80% Of Its Traffic – CMO Kipp Bodnar Explains Why Revenue Kept Growing via @sejournal, @gregjarboe

HubSpot lost 80% of its website traffic and still grew revenue 19%. CMO Kipp Bodnar explains what HubSpot measures now and what SEOs should track instead.

HubSpot’s blog peaked at more than 20 million organic visits a month. As AI answers spread, it lost about 80% of that organic traffic. Revenue kept climbing anyway. If you’re an SEO who still reports sessions as the scoreboard, Kipp Bodnar’s account of what HubSpot measures now, and what he’s careful not to claim, is the most useful part of the new book he co-wrote.

That book is Loop, subtitled “Outlearn. Outmarket. Outgrow.,” which Bodnar wrote with HubSpot’s Kieran Flanagan, published Sept. 22, 2026.

Bodnar and I talked over Zoom, and he answered my questions in writing afterward, including a few that authors on a book tour rarely get. He answered every question but one. That one about HubSpot’s Oct. 6 layoffs wasn’t among the questions we discussed on Zoom. So, I’ve pieced together the probable answer from news accounts, and I’ve labeled it that way near the end of this column.

It’s worth remembering how literal the original promise was. HubSpot co-founders Brian Halligan and Dharmesh Shah titled their 2009 book “Inbound Marketing: Get Found Using Google, Social Media, and Blogs.” Google came first in that subtitle for a reason.

“Inbound worked because buyers started on Google, and in that world, more content meant more traffic, which meant more customers,” Bodnar told me.



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