Turn your challenges into successes

Sixty percent of Google searches now end without a click on any website (HubSpot, “HubSpot Introduces the Loop” press release). The B2B buyer has their answer before reaching you, or they never come. Meanwhile, they move between TikTok, Reddit, podcasts and five to eight channels on average depending on the organization. The linear marketing funnel, the one that assumes a visitor who arrives, fills in a form and moves forward step by step, was designed for a world that no longer exists.

A B2B company that installs HubSpot takes on average a few weeks to build its first workflows, and several months or even years to realize they are useless. The emails go out. Open and click rates are fine. The monthly report is green. And the pipeline does not move by a single euro.

Down 27% in one year. This is the average drop in organic traffic observed across more than 300,000 HubSpot customers worldwide, a figure announced during HubSpot's first-quarter 2026 earnings call, which we analyzed in June with HubSpot's teams during our joint webinar on AEO. Over the same period, 25% of searches worldwide have moved to ChatGPT, Gemini or Perplexity, again according to the data HubSpot presented during the webinar.

Across the 300,000+ HubSpot customers analyzed worldwide, organic traffic fell by 27% on average year over year. The figure comes from HubSpot itself, shared when it published its first-quarter 2026 results and repeated in the webinar we co-hosted with the vendor last June. This traffic has not disappeared. It has moved to ChatGPT, Gemini, Perplexity and other LLMs, where your buyers now ask their questions and build their shortlist without necessarily going through a Google results page.