← Marketing Against The Grain
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Hey guys, I want to take you behind the scenes and show you how the best marketers in the world right now are using AI to get amazing results. You can do this with any LLM. I'm going to use Claude today. I'm going to show you how to work with Claude to generate amazing prompts. I'm going to give them to you for free. Then I'm going to turn Claude into my lead nurturing, landing, page writing, data analyst, assistant to do all of my marketing work. And then I'm actually going to connect it to HubSpot to get all of my data in and make sure that my output is working world class. Amazing quality because it's going to have all of my own data in partnership with the AI. It's going to be awesome. This is a master course in how to use marketing for AI in just 20 minutes. Let's get into today's show. Before we get into today's show, here's a quick word from HubSpot. Cutting your sales cycle in half sounds pretty incredible, but that's exactly what Sandler training did with HubSpot. They used Breeze HubSpot's AI tools to tailor every customer interaction without losing their personal touch. And the results were pretty incredible. Click through rates jumped 25%, qualified leads quadrupled and people spent three times longer on their landing pages. Go to HubSpot.com to see how Breez can help your business grow. So if you haven't seen the news yet, HubSpot and Anthropic have partnered together. We've created a brand new integration between HubSpot and Claude. So the first thing I want to do is just show you what the heck that is and how you actually get it set up and working in your instance of Claude. And the first thing I will tell you is that this works with any level of Claude or HubSpot including the free versions. So even if you're using a free product you, you can go and do this. And so if you haven't tried HubSpot, you can upload your spreadsheets and everything into HubSpot CRM and do this real quick right away. One of the things you will have to do though is under Claude, Claude AI in the bottom lower corner here is Settings. You need to go to connectors and if you're like me, use the Google Drive connector, the Gmail, Google Calendar, I use Asana and then I have set up HubSpot. So you go in, you connect, you oauth, you pick your portal within HubSpot and it happens. I've done that already and I have done it with a test portal of test data so that I can ask it and run all these prompts and not have any real data out there. So that is what is up and running very quick. Literally 20 seconds and you are up and running between Claude and HubSpot. Okay, so if you're a big Claude user, this is going to be game changing for any sales and marketing use cases that you're going to want to do. And so obviously I spent some time myself and spent some time working with Claude to basically come up with some really cool prompts for everybody. I'm giving all of these prompts on today's show away. You can click the link in the description below. So I have here six amazing prompts that are focused on marketing use cases. I have another six, four sales that maybe that's another show, maybe I'll bundle them in. I don't know. I'm still recording. We're still figuring it out. But these are the marketing use cases that you can do right away with this integration. And what's interesting is I built these prompts to basically be used in order. So you would start with number one and work through them. And I want to talk to you a little bit about what they are. We'll run a couple of them and kind of show the value of why something like this is important and why you should have your kind of marketing and sales data and your primary large language model, whether it be Cloud or ChatGPT. We have the same connect with ChatGPT if for some reason you prefer that why this is so valuable. So the six prompts that I think are the core foundational prompts that you're going to want to use to get better marketing results between your marketing data and your LLM as following the first thing LLMs are really great at understanding your ideal customer profile. It can build out this ideal customer profile for you and create a really specific content calendar. So this first prompt, it's building out three buyer Personas for you. It's creating a 12 month content calendar and a distributions channel strategy and five high converting lead magnets. Like that's pretty wild. Like that's basically a year long content Strategy and in one prompt. And this is just one of the six prompts. So I put this in, I'm just using Claude 4 Sonnet. I'm not even using Opus, which is kind of the more powerful higher reasoning model. And you can see what it's doing is it's starting to get data from that HubSpot connector and it's telling you as it's doing it, it's getting different types of objects and different data from HubSpot and it's anytime you're doing an integration like this, it takes not very long, but it takes a couple minutes and sometimes it'll ask for permissioning and so you need to hit allow once or always allow. That'll pop up. Sometimes you can see it's going deep. It's looking at all of this data in my CRM to figure out exactly what it should be doing. So you see here it's going through all of our different properties and objects in the CRM and then once it gets all that data, it then tells you that it's analyzing it and it's basically writing JavaScript to do analysis of the data and it's starting to create output. One of the things to remember about Claude, right, Claude is amazing at writing code and it writes code for itself to do complex tasks. This is a pretty complex task. We're basically asking it to come up with our ideal customer profiles and make a year long content strategy. Okay, so what it's finding is based on a comprehensive analysis of HubSpot data covering 15 high value deals. So again this is a demo portal, 15 deals, not 15,000 deals. You know, key findings, technology sector, financial services. And then it has primary win and loss reasons and so came up with Persona 1, the technology transformation leader, Persona 2, the financial services risk manager. And it gives a full breakdown of who these are, the company, their pain points, content consumption preferences. This is really good, really thoughtful, the work that you would do if you were doing a bunch of research as a marketer and the operations innovation champion. This is all for a fictional product that we have created just to have this dummy data and then it goes and it builds out a great 12 month content calendar, white paper, webinar, case studies. This is for a very traditional B2B business. So it's going to have these kind of more traditional forms of content, ROI calculator. And what's great about this as you're going through and it's like incredibly in depth, right? And you can download this and you can share this and it's coming up with a content calendar for each Persona, it's coming up with the lead magnets for each Persona. It's doing a really good job. The great thing about Claude, and remember Claude is great at coding and, and it's really good at artifacts. In fact, I have done a show already showing you how to Build lead magnets in artifacts. So what's great here with Claude is if you're looking at this compliance playbook, for example, I can literally just come in here and say, can you build this in an artifact for me, please? And then I will just paste this in and I can take any component of this strategy that I want to build on and obviously I could edit this. I'm doing this more lightweight for the show and the purposes here. Right. But I could take any of this content strategy and I can have it, write it or code it out for me, and then I can have it over here in the editor, make it in my own edits and changes with it, and get to an expression of my idea and my strategy exceptionally quickly. Going from idea to expressing that content and getting that content live and ready for a customer has never been easier, never been faster than it is right now in the age of AI. All right, so it's building me this lead magnet right now. We'll come back to that in a second. So while it's doing that, we can look at our next prompt. So we get first prompt, 12 month content strategy, detailed Personas. The next one is marketing attribution, ROI analysis. And so this is revenue impact conversion, pathway mapping, channel performance audit. So this is basically like having a marketing analyst in a prompt form. So first we had a content strategist, now we have a marketing analyst. So we're coming in here to Claude. We're pasting prompt number two, which is our analyst, and it's going to do the same thing. It's going to go and you'll see it get its HubSpot data work through there. And this time, instead of looking at it as a content strategist, it's going to look at it like an analyst. While that's doing its thing, let's go back right over here to our compliance service, Playbook. What's great is I've got a very V1 now of my audit playbook and it has built all of this out. Obviously we need to brand it and do a few things. But what we've got here is a basic assessment that you can go and you can start and basically code, you know, natural language, go back and forth with it, build on, and you could, you know, build and share as a lead magnet for your business, because again, you can share this artifact from private to public, publish that and share that with your customers, or share that with an internal team as kind of like a spec that they could go build. So what's great is Claude goes From helping you get the insights and answers from HubSpot into taking really good and really quick action in your marketing. Hey, if you want the prompts I've been talking about, here's what you do. I have fully engineered these six amazing prompts, custom for the HubSpot connector for Claude that just came out. These AI prompts are going to turn Claude into your personal data analyst, lead nurturing marketer, a B testing. It's going to do ROI analysis, everything you need to actually move the needle for your business. These aren't just random prompts. I spent a lot of time getting these just right. And you can get them right now. You can scan that QR code or click the link in the description below. Now back to the today's show. Very cool. So we went from HubSpot data Persona profiles to building a lead magnet in minutes. Very, very cool. The second prompt here is our analyst prompt and it's getting all of our data and so it's doing some number crunching. While it's doing some number crunching, might as well get prompt number three going, right? I'm trying to do all these live. Prompt number three is building a lead nurturing campaign. So this is if like you are revenue marketer, email marketer, who's really, really good at lead nurturing. This prompt is to mimic that and help you get a good baseline of work as it relates to lead nurturing. So this is the lead nurturing prompt. It's full breakdown of. This is what makes a really good lead nurturing campaign. I went back and forth with Claude on this and now I can run it and it's gonna go and build me a lead nurturing campaign. And so that's running. Let's check back in here on my data analyst. What's really cool is in parallel you can have a content strategist, a data analyst, a lead nurturing specialist all working on these projects for you, which is pretty fricking awesome, right? You can make a lot of progress in a quick period of time. While we're doing this, why don't we just keep getting stuff running and I will take you all through all of it. The next is a testing prompt. So we're calling this the conversion Rate optimization Lab and basically gives you a conversion rate optimization or CRO specialist to help you improve the conversion rates based on the data it finds in HubSpot. So we'll go over to a new tab of Claude, we'll paste this guy in and now it's going to crank through and it's going to do some things for a minute. And while we're at it, why don't we just go ahead and do prompt number five? Prompt number five is account based marketing. So if you are a B2B organization, you sell to other businesses, you sell maybe more expensive products and you need to get multiple people bought into the decision of buying your product. You probably do account based marketing. And account based marketing is super important. And account based marketing campaigns are pretty specific, right? And they're very different type of marketing. You know, if you were at a big company, you would have an account based marketer or marketing team who'd be doing this for you. If you're at a smaller company, you would be using something like this prompt that I'm giving to you for free to basically create a draft campaign that you could go and execute. So I've just run that prompt. It's going to start our account based marketing campaign. Okay, so we're going to come back here because it's building out our email campaign. So we have essentially here an email nurturing campaign. And what I love about Claude is Claude is a very good strategist and analyst. And it's not just spitting out like the different campaign elements, it's telling you what are the insights. It found high value deal patterns, decision maker profiles. So it's like, oh, there's 1.67 deals per contact, high engagement, C level is primary decision maker. And it shows you the segmentation strategy. Because if you're going to do marketing automation, you then have to go and do a segmentation strategy. And now it's coding some stuff for me. So I'll let it finish that and instead I'm going to go back to my attribution report. So Claude created an awesome artifact for me and it said based on a competitive analysis of your HubSpot data, 27 deals and $2.52 million of pipeline, I've developed a data driven attribution model that reveals significant optimization opportunities. This analysis shows potential for 874,000 in additional revenue while reducing marketing spend by $56,000. What founder, what CEO, what marketer isn't going to want to at least take a peek at this type of insight? Right? And it's super fast. Did it in a few minutes, which we love. And so it's now going to walk you through the model it built. Hey, here's an attribution model with weight assignments, referrals, organic traffic, social media. It's built a multi touch attribution model. This is pretty complicated sophisticated marketing stuff and talks about channel performance. So it tells you that referrals and organic search are the top two channels underperforming paid search and direct traffic. It gives you a proposed reallocation of your budget. It tells you what your current spend is, gives you your recommended spend, and tells you what you can expect in terms of return. Now, do I think this is really good math? No. Here's the problem with large language models. They tell you what they want to hear. Like if I could spend $4,000 and generate $888,000 revenue, of course I would do that. That's not realistic. Part of this is it's also dummy data. But you'd want to basically go in and interact with any of these models. Question assumptions, challenge, and over a period of iteration. But it's framing up of the problem is clear and allows you to get to a point where you can iterate through and get to a model with it much, much faster. And it's going to just tell you things to cut. The problem is, we all know with marketing channels have overlap and they impact each other. This is where the best marketing in the world right now is done. Where humans are in partnership with AI. It's not all human, it's not all AI. Humans and AI working together are delivering the best marketing. Here's a great example. AI can help us do a lot of this really quickly. But if we just let AI do it all, it's gonna make terrible decisions. If a great strategist comes in and works with the AI, we're gonna make some really good decisions. And I think this is a really important example to show you all. Now real quick, back over to our email templates that we've been working on. Cause we got six different things that we got in the hopper right now. We had our content strategy, we had our attribution modeling, now we have our lead nurturing. And so it is creating the HTML templates and everything that we could just go and drop immediately into our HubSpot marketing hub and get these campaigns set up and rolled out, which is awesome. Obviously we're going to want to edit them, we're going to provide feedback, but these are really solid first drafts of a lead nurturing campaign that probably would have taken hours in the past. And we got it done in minutes instead of hours, which is pretty exciting. And if you're a company that is smaller, you might not be doing a lot of lead nurturing. This is a way to get going really quickly, really easily. Okay. We also have our conversion Rate optimization tab over here. And so basically what it's done is a conversion audit. And so it comes in here, it looks at our deals, one, our traffic, our company segmentation gap, high impact AB testing strategy. Every CEO is like, hey, what tests are we running? How are we going to get better? And it's telling you, hey, our hypothesis is C level executives need different information architecture than technical buyers. I know for a fact that that is a good assessment of the problem to make. Now control, create a generic landing page and then executive optimized page. And that executive optimized page is business impact, roi, calculator, book, executive briefing. So it's trying to tell you, oh, there are certain segments that need a different conversion approach, different messaging and it's trying to set up the right tests for you to do that. Now some of these, if you're in your business, are going to be pretty obvious and as you get more advanced, you're going to maybe get more value out of this. But the fact that you can have a lightweight testing program that can be spun up pretty quickly and you can have it write the copy for your landing pages, do all of that stuff just right here in conversation. For example, if we are like, oh, you want to do this? Okay, well I can just come over here and say write the copy for this page and then it will spin up a new artifact, I imagine. And just like creating a lead magnet before or the email copy lead nurturing, here it is creating a rough outline of a landing page for our test and obviously we're still going to add graphics. We're going to go to HubSpot or whatever our landing page tool is, build this landing page out and take it to market. But it's a very good first draft because it's focused on this specific test. Remember, AI is really good when it has clear context and clear direction and all of the data it's getting from HubSpot. CRM in this case is providing that context which is making the output way better than generic AI. And so you see it going nuts here. Writer or copy. In the sake of time though, I'm going to go to our last one which is are ABM campaigns. And just like lead nurturing, it's created an artifact and it's basically run through the campaign for you. So what's interesting is it's created multiple. First, it has a 90 day ABM campaign strategy and implementation guide. So here's its findings. Here are the target accounts, here are the tier 1, 2 and 3 target account. It has, hey, we want Legacy insurance, Global Financial Group, it's naming specific companies, it's building all of this out, it's setting up a week by week strategy, telling you the technology you need. And now it's created a separate artifact to actually create the given aspects and content and components of the campaign. So literally within a very short period of time here. I think we've been doing this for a little over 20 minutes, but in 20 minutes you can have these different marketing use cases and go from nothing to a solid V1, and then you can start interacting, editing, building, and then get them deployed instead of in like weeks or months, in hours or days. And that is a really big game changer. And what I found in the history of my time doing marketing is that there's so much like research, thinking, analysis that that takes a lot of time to get to the insights, get to the strategy. And by that time marketers don't have much time to make the message in the campaign. Great. Now it's completely opposite. We're able to do that front part so fast that what you want to do is take these initial drafts and ideas that are coming from Claude and really edit and work back and forth with it to create a really remarkable strategy based on your unique buyer insights combined with the data and insights from the CRM. And if you're able to do that, your performance, your marketing campaigns is going to go through the roof because you're going to be able to get more campaigns out the door. They're going to be more personalized and have better conversion rates because of that. And that's what today's show is all about. Take advantage of AI and the data you have to do better work and do it faster. I hope this has been helpful to you all. Again, all the prompts are down. Click the link in the description below. If you got questions, please leave a comment. Make sure you hit like and subscribe and we'll see you real soon on marketing against the Grain. Hey everyone, we'll be right back to the show. But first let me tell you about a podcast that I love. It's a podcast called I Digress. It is hosted by my friend Troy Sandage. It's brought to you by the amazing HubSpot Podcast Network. The audio destination for anyone in business and I Digress is great. It's got 30 minute episodes and the podcast is all about helping you eliminate complexity, complications and confusions in your business. It's really heavy in frameworks and strategies to help you scale and sustain your your success. And you know recently, Troy had a really great episode. It was called Branding Secrets. Leveraging Style to Change the Narrative, Boost influence and profits. And that was with his guest toy, Sweeney. It's really good. You should check it out. And you can listen to that or all the episodes of I Digress anywhere you get your podcast.