Session 5 - Live Build... Claude CoWork For Automated Co-Marketing Results
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Justin Zimmerman: [00:00:00] Going live Awesome. All right. Hey, Scott. Good to see you again. Hey, Justin. Looking nice, clean- Good to see you too ... and sharp, well-rested. You got-- I don't know, you've done something to improve y-your look and feel since the last time we've seen you. And so, uh, I hear you were on vacation, and so, uh, it's done you well.

Scott Murtaugh: Yeah. I got, got, got a, got a little sun in here before the end of summer, um, and just got back. So I'm glad, uh, able to make an-another event with you here. I know the last one, uh, really enjoyed. It was awesome. Got a lot of good conversations coming out of that, and, uh, hope to kinda do the same here. 

Justin Zimmerman: Well, you really blew people's minds.

Um, I think this is the third time you're back here, and so you keep building on your skills literally, uh, uh, pragmatically and programmatically. Uh, and I'd love for the audience who don't already know you, just to give a quick drop about who you are, where you've been, what you've worked, where you've worked, and what we're gonna get out of our session today.[00:01:00] 

Scott Murtaugh: Yeah, absolutely. Uh, so a little background on me. I spent 15-plus years in B2B tech, um, uh, primarily kind of like in the data space and, and data partnerships and product partnerships. And, uh, for the past three years, I've been doing growth process automation, which is primarily doing go-to-market, uh, and AI enablement services for startups and scale-ups.

Um, so partnerships is something that's really close to my heart, spent a lot of time there, and I've seen it as like a very small company and then, uh, uh, even as big as a public company working at Yext and managing their global partnership network. Um, so what's great, uh, uh, now is I always felt as a partnership team, uh, we were given...

Uh, we were always having to borrow resources or try to like have to figure it out how to do it on our own, um, so do more with less. And, uh, with where AI is now on helping us, let's [00:02:00] say, uh, earliest parts was like being able to generate a lot of things, uh, you know, started to move much more into the workflows and, uh, execution piece.

So today, uh, what I'm gonna do is like a live build. Uh, I've really like kind of been doing these, uh, did one last week, uh, where it's almost kinda like, you know, I know there's a lot of people who are like, uh, maybe not a lot of people here, but, you know, it's like live, uh, video, watching people play like live video games and being able to see like the different tips and tricks and things that they do as, uh, with these live builds.

So today I'm gonna do that for actually co-marketing, which is one of those things that, uh, partner webinars was this thing that we always were, uh, trying to line up. But as a, as a, as a team of one, especially at ReachDesk, I was always like, "How do I get the resources to do this?" One, it was copy. Um, and then second was like, all right, how do we run the socials and the emails and the, and the, the pages and everything that you would have to build as part of that, and I'd have to borrow a [00:03:00] lot of those resources.

And so today I wanna run through how leveraging Claude, um, and a few other tools, you can go from not just starting, but going all the way to the execution piece as, like, a team of one in, in fairly quickly. Um, uh, so that's, that's the goal today, to actually walk you through that and give you the skills of that.

Uh, I think that we'll share that, that stuff afterwards. But the skills that I'm using, you can use on your own, um, and even maybe if you wanna use some of the tools I'm using, you can use those as well. 

Justin Zimmerman: And I wanted to say for those of you who are here because we had previously advertised this session as, uh, recruitment and discovery, uh, hope you're not disappointed.

We're gonna be talking about actually co-marketing. And when Scott told me he had this better, newer, more, I would say, highest, fancier, uh, demonstration, uh, I made a decision yesterday with what he showed me, uh, to make the swap. And so hopefully, uh, co-marketing is still applicable to you. If you have to leave and you're like, "Oh, I'm bummed out, you know, I wanna learn more about [00:04:00] recruitment," we'll bring that back another time.

I just wanna make sure that you guys are, who are here right now aren't like, "I'm going crazy. I see the title was this, and we're talking about that." And so, uh, wanna reset the perspectives and expectations right now because, uh, like a lot of us, we're teams of one trying to do things with teams of... What would take teams of three or four.

And so, uh, we figured, uh, one of the most common roads to revenue a lot of us face is co-marketing as that first activation with a partner. And so because it's such a common, uh, motion and a common outcome that we need, and we're so commonly blocked by other teams, what, what Scott has to share with us right now will completely remove those roadblocks.

So you, whether you're a team of one, two, three, or five with tons of resources or just trying to just struggle and get by, he's got, uh, a w- a, a working solution that you can model, uh, within minutes after watching today's presentation. And so I thought that would be, uh, in addition to what we were gonna talk about, uh, a [00:05:00] better use of our time here today.

And so forgive me, but we've also got something great as well. 

Scott Murtaugh: Yeah. Uh, and I appreciate, uh, Justin, you letting me kind of pivot here on this. I think it's, uh, something I'm excited about. Um, not only that, but also maybe if the people that were interested in w- the, the topic that, uh, we had talked about, maybe post, uh, post that in the, in the chats.

We do have that recording from previously, uh, which you can run through, and those skills already exist. So if you wanted to get some good content- 

Justin Zimmerman: I 

Scott Murtaugh: will go find that right 

Justin Zimmerman: now and share that back with you. So if you did miss that and you wanna catch an earlier version of that, we already have some great copy content and experiences for you to watch, and so that way Scott can kick things off right now with something completely new.

And so keep your eye on the chat. I'm gonna go drop his past session and, uh, playbook in the, uh, in the chats momentarily. 

Scott Murtaugh: Awesome. So I'll go ahead and get started. Um, and I'm gonna go a little quick, uh, because the last time I did this, it took, uh, forty-five or fifty minutes, and I have, let's call it twenty.[00:06:00] 

Um, so, uh, we're gonna run through, um, we already kinda know who I am. Starting with the, the problem here is it used to be like starting, right? Like as, uh, before AI, we had the blank page problem. Um, now it's actually really easy to start. Uh, one of the harder problems now is, like, getting to the execution piece.

And what do I mean by execution? It's like we can generate, we can-- We're gonna go through, like a how do we, uh, plan, create, execute, and measure is like those four steps. The planning, creating now is, like actually really easy, right? Like, we can come up with a lot of different ideas and iterations, uh, within, uh, Claude or whatever your AI soup du jour is.

Uh, Codex is, is obviously doing awesome, and I'm actually really excited about GroqBot right now. Those, those agents have been fantastic. It's, it's more about now, now that we've created all these things, how do we kind of start executing on them? And so what you're gonna walk away with today is I'm gonna, using Claude, I'm gonna run through, um, how to set up the context that we need in [00:07:00] order to run like a co-marketing.

We're gonna create a joint value prop. Uh, we're going to get the company and marketing context, and then we're gonna take that, we're going to build out a webinar plan, we're gonna build a brief, and then we're going to actually move all of that into a campaign with emails, posts, and like, essentially kind of like a promo, a promo kit.

And then at the end, uh, we will share the skills that were part of today's, uh Uh, you know, live build. So I mentioned earlier, we're gonna run through this loop of we're gonna plan, we're gonna create, we're gonna execute, and we're gonna measure. And so this is like kind of the standard four steps that we'd be doing even if we didn't have AI.

We're gonna sit-- we're gonna come up with, like, what's the plan? What's the campaign that we wanna say we wanna build? What are we actually going to create? And then once we've created that, how are we gonna execute on it? Um, so the, uh... And then on the measure piece, have like a, a skill that is kind of almost similar to the recruitment piece, like how close did this like match to our ICP, [00:08:00] um, at the end?

And that's, uh, kind of run as, as, as a separate skill. So, um, like I said, this is gonna be a build. This is not me showing a bunch of slides, so I'm gonna get out of here, and we're gonna move over into Claude. But before we do that, when we're talking about Claude, I'm talking about a paid Claude plan and I'm talking about Claude Desktop, not Claude Browser.

So we wanna operate from the browser. Or sorry, not from the browser, from the Claude Desktop, and I'll walk through some of those, uh, why. So, and I'll also be showing your, you know, what project skills and connectors are as part of this, um, in the context as we're going through it, not just kind of like separately and showing you like slideware.

We'll, we'll do it in the tool itself. So, um, if I-- before we move over there, I'm just gonna grab this because this is what you can... Oops. Actually, I have it here. Um, this, uh, let's say prompt here that will be available as [00:09:00] part of these slides that will be shared later as well, is like a simple copy and paste.

It's actually, uh, references this page here where it has all the skills, and you can easily download them straight into your Claude by just copying and pasting this line. Um, and I mean, uh, we'll go ahead and dive in. Uh, all right. So let's go ahead and do new. Um, so I, I guess before I, I dive in, I just wanna make sure, Jason, everyone can see screen.

We're not... Not any, not any questions or anything before I kind of kick off here?

J- I mean, not Jase. Justin, are you, are you there? 

Justin Zimmerman: Yeah, clean and clear on my end. 

Scott Murtaugh: Cool. Sounds great. All right. Um, so, uh, we're in Claude Desktop here. Um, I'm gonna go ahead and just paste this in here so that we can get started. What you're-- What we're starting a new chat here. They've cleaned this up a bit.

Now it's just chat and code. We're not gonna touch code today. I mean, that's, uh, uh, s- this is, uh, we're [00:10:00] gonna be operating within Cowork, which is kind of the maybe gateway drug towards code if you wanna start building. Um, and we're gonna do this within a project. So I've gone ahead and built a project folder.

Um, uh, I'll... You can essentially... W- I'll go through what a project folder is, but it's essentially mapping to a, uh, a folder within your own computer. This is where you can kind of char-- uh, choose your, uh, like, your model, let's say level of intelligence, and go ahead and kick off this session. What this is asking me here is, is it okay for us to essentially start, um, uh, using a local folder in sorder- in order to, um, uh, save context, uh, to your local machine?

And, um, what's happening here, J- and I'm just gonna give a little background for, for anyone that's, uh, just starting to get into Claude. So apologies for anyone that already knows all these things. I just think it's helpful context. One of the things that it's running through right now is it's essentially hitting that page and [00:11:00] running through.

And what's different about Cowork than, let's say, Chat is we have a couple different things. We have the ability to, um like create like a task list. And that task list allows the agent to, uh, essentially kind of stay, uh, like within like kind of like guardrails and not like keep waking up from like, uh, not knowing what it's supposed to do next.

And these are already been baked into the skills so that, uh, what this allows it to do is kind of repeat the same steps over and over again. Uh, whereas in chat, it's a little bit more, um, turn-based, and where here you can set up it-- the ability for it to follow instructions a lot better. In this project, I've already set some instructions, um, so that it already knows, uh, what to be able to follow.

Um, so as it's working through this, I'll also kind of break down a few other things here. So, uh, outputs. These are gonna be all the things that Claude creates [00:12:00] while we're working together. Um, and it's going to essentially build the context documents. And that's what's so powerful about working with, uh, Cowork or if even if you're using Codex, does a similar thing, is it actually is, has the ability to, um, uh, create that context, but also pull context from your local machine.

And when I say pull context, we're working from this folder right now that's on my machine, which, um, uh, we can see here. It's already went through like an install, and it has all the skills packs. So it's, it's actually using all of, um, what's on that page and pulling those things in. And what you're seeing is that it's pulling in right now are the actual skills that were embedded in that file.

Um, if this is you downloading this, you won't see update skill, but you will see save skill. And what that'll allow you to do, um, and this is kind of just talking through it in the context, is the ability to come in here, and this is... You can see it looks like, uh, two [00:13:00] days ago, Claude actually added a bunch of, uh, skills.

But I'm going to filter this towards, uh... Can I just do it as mine? Created by me. Um, so we can see all these like skills that are essentially like coming in here. Um, and you might ask like, "Well, what is a skill?" Um, a skill is a... This one is really small. Let's go back to... Actually, we can just go back to it within the context of where we were.

Um, so you can see it pulled in all these skills, and that's in the output. It is a markdown file that essentially is-- think about it as an SOP. Um, and that SOP, uh, allows us to run the same process over and over again, the same way if we were writing it as a doc and we wanted someone to follow that, uh, consistently.

And while I'm talking through this, I'm gonna actually run one of these skills right now, which is essentially set up the partner, and this is going to walk us through, uh, if I were to do a [00:14:00] partner program, this would, um, uh, for, for co-marketing, essentially it will walk us through what's the partnership?

Like, who are we working with here, and how do we create the documents and the context files that we need in order to create the co-marketing? Um, and the reason why we wanna create those context files, um, are because that's like we don't want, uh, it to just be like generic. We want to actually have what is the voice, what is the-- like who is this offer for?

It's the positioning. It's all of the, the thing that like the marketing team might have in someone's head, or maybe someone has it documented somewhere in a Google Drive. And if you do have this, this, uh, context already saved somewhere, I would one hundred percent recommend using that. Some other ways to get this context, um, is what...

There's two different ways. One, like if you can get it from calls, like speaking directly with your ICP, uh, is fantastic because [00:15:00] in that case, you're gonna be using, uh, their own language, which is really the, you know, one of the problems that when marketing we run into is like we create a, a all new words to communicate something, and so then we're having to like educate them on, "Well, what are we actually talking about here?"

Whereas if we can actually take their own, their own customer voice and work that in, uh, that's even better. Um, so I'll pause here. What this is asking me, and it's using the ask, uh, tool command, is like, well, what's the partnership here? And so one of the things that I-- a tool that I use a lot is N8N. Um, and in this case, I kind of have that as a, as a preset for us.

Um, and-- or I could select a different partner. I'm just gonna go through with that to set up that as the partnership. Um And as you can see, as we're going through and I'm providing more, it's updating its, like the task list of the things that it needs to do and follow. Um, and this-- I don't know, I kinda like, I, I like watching this stuff.

It might be a little, like [00:16:00] nerdy, but I, I wanna understand its thought process because there's judgment that's going into, um, that's being used here. And like, I don't... I mean, as much as I use these tools, I don't always 100% trust that they have better judgment than I do in the experience of like running some of these like tactics.

Because fortun- and unfortunately, and maybe fortunately, I had the opportunity of having to hand-do this so many different times before AI that I kinda know, I have an idea of like what's right and what's wrong. And I think that that's, you know, as, as much as everyone's, uh, let's say, uh, scared about what AI might be able to do, I still, still at the end of the day, it comes down to like our judgment, um, on how we apply, uh, what AI comes up with.

And so when thinking about that, as you can see here, it's starting to pull in context of who growth process automation is and what, uh, N8N is. Um, and I would always read through this stuff. In the case of that we have a [00:17:00] limited time here, I'm, uh, not going to be able to make adjustments to all the documents that it comes up with.

But it is, uh, something that I would highly recommend and not just like go through with, uh, what it says. And in many cases, sometimes it, I, I actually ask it to tell m- uh, to prompt me if it needs more context in order to create better outputs. And so that's always a, a pretty good like trick to have it, um, uh, kind of like figure out maybe the un- the known unknowns, um, so that it just creates a, a richer, um, and more, uh, and better, better output.

So let's just make sure that it's still, that's all run through all these skills. Uh, great

All right. Um, so One of the things that-- and I know we're, we're running tight on, on [00:18:00] time here. Um, while this is running, what I'm going to do is kind of like jump ahead. Um, you kinda have the, the idea of what I'm going through here. We gave it a bunch of skills. These skills are, are essentially like chained together.

So the, um, there is a process that when I run each one of them, the previ-the, the previous output is the input to the next skill. So that's al-allowing us to like compound the value of what each skill creates and, uh, essentially create the output moving forward. And sometimes, uh, the, the actual, um, what we're actually creating here takes a while, and so that's why I kinda like pre-- It's like a cooking show here.

I brought a bunch of ingredients. I brought a bunch of skills. Um, I've already put a, a cake in the oven here, uh, in the context where, uh, a, Claude's going a little slower than I'd like. We can kind of [00:19:00] jump ahead. Fortunately, this is not as bad as the last time I ran it, which um, unfortunately, Claude was down, which made things very difficult.

Um, so I'll just kinda jump ahead, um, so that we can kinda keep things moving here. Um, so here's an example of where we ran an, uh, growth process automation and joint value prop. And so you can see these are all the things that we'd be coming up with as working together, um, around, like who is our shared a, uh, ICP, um, and where, where are we kind of like borrowing, uh, goodwill from each other, and like, what's the claim that we're going to be making?

Um, and one of the things, what are we not doing? I think that this is also very important when building out the skills is being very clear like what, who this is for and who this is not for, um, helps a lot. And so as part of this, we then run the like create the brief. In this case, there's hooks, um, I can choose [00:20:00] which, uh, I always come up with like three different options, uh, when running, um, this skill flow and then it asks me what date do I wanna run this and like, what's the goal that I want to achieve by that?

Um, and in this case, it essentially ran through, and we'll look at what the brief is. So this is, uh, an overall brief. Um, you can see what they provide you with a hook. It gives you the goals, the audience. This is examples of things where I would go in, and there's a couple different ways you can make changes.

One of the quickest ways here is to come in and just tap here. I use voice a lot, and I would essentially say, "Hey, I actually want the percentage. My secondary goal with this to be closer to 30 to 35," which I believe is industry, industry, industry standard. But, uh, Justin, I think you probably could at-attest to that better than I could.

Um, and then from here, what it'll do is take that and create this full, the, uh, full uh, not only just run of show, like here's the presentation that we would ro-run [00:21:00] together, and this just helps us like accelerate. Um, and to give you an idea, this whole skill pack, uh, probably takes about thirty minutes to thirty-five minutes to run.

Um, but at the end of it, you're gonna have a run of show of like, what is this presentation, uh, the live build, what attendees leave, leave with, a full checklist, and then even the, um, the whole brief of like activations. Uh, so you're gonna see registration page, email, social posts. Um, this gets you into the-- that creation piece, uh, of creating all the assets.

Now, the part that we talked about in trying to keep within the timeframe of, of what we, uh, talked about was like, all right, well, this is great. Where, where do I, where do I actually see all these? So one, I have a QA skill in here that runs, uh, a QA process against what's actually created and whether or not there's anything that it passes or warns, [00:22:00] uh, you against.

So, uh, you can go and actually look at where there might be issues, uh, where you can come in here and put your judgment in. It creates the actual, um like placeholders for the links for all these assets. It builds out the invitations. And once again, like I said, the judgment, uh, and judgment also means, like, I would read these and make sure that the, the copy matches your voice and your tone.

Um, but if you have really strong, uh, voice documents, most of the time that that will, will match. So it has a whole email cadence, it has promo posts and, uh, even your partners, you can help provide them. I know working with Justin, he does an amazing, uh, job of this, uh, of just like helping, like, um, build a, a lot of content around all of, uh, his events and, like, this takes a lot of time.

Um, and so he probably can attest to that, uh, a lot [00:23:00] more than, than I can. Um, but these are things when thinking about the, the challenges when working as the head of partnerships at, at previous roles, the-- how, how long it would take to essentially build all this. Um, now the creating of it was maybe, uh, it's become a lot easier.

The question now is like: Well, how do we, uh, essentially execute in this? One of the tools that I use for this is, uh, Quotient. And Quotient, uh, is a marketing execution platform that also has an agent, and using it as an MCP, uh, which I'll just show real fast if... When I'm talking about MCPs, and I use a lot of them, uh, Quotient here, essentially, there is a pretty simple prompt that we can run, which is you can, uh, essentially publish this to Quotient.

And when you hit-- when you say publish to Quotient, essentially the two agents work together to create [00:24:00] this content. Um, and I will run you through what that looks like right now. So within this campaign, uh, we can see that here's the full brief that we were just running through. All this content comes into here, and what's great about this is it's, uh, easy to be shared across marketing teams.

It also comes up with all the tasks that you need to follow as part of, um, building out the, the campaign itself. It creates an activation campaign to show, like, what days are emails going out, uh, social posts, and actually even creates those deliverables. So in this case, um, these are end-to-end ones, but the, um, so this would be a social post where You can actually see it in line, and you can come in here and make changes of where you might want things.

Let's say you don't want to have, like, hashtags, and you can even come in here and ask for it to create image, images that go along with the content. And then you can go from here and simply schedule them out [00:25:00] based off of the dates that you've already had in those documents. So when you think about this and look at all the deliverables that were built here, we even have, like, email broadcasts that can go out, and this is a full email editor that you can come in here and make those changes and see exactly in line how those, uh, would actually look as part of that.

So when you think about the assets that went into, uh, starting with who's the partner, creating the context around both who your company is, your marketing context, their partner context, a joint value prop, building out a brief, the outline of the actual webinar itself, and then getting to the execution, the deliverables, um, you can get...

I mean, this es- the going from that creation place to a execution, uh, platform in a, you know, probably under an hour. Um, now there's work that's [00:26:00] obviously has to get done that, you know, maybe you have to go, you know, go into Zoom and create the links and some other, um, a-aspects of that. But the ability to start, uh, turning that idea into deliverables, uh, has gotten a lot faster, and that's the direction that all these tools are moving into, is like, how do we start embedding this into workflows through running standard SOPs with connectors?

Um, and then on the last piece, um, how do we pull this all together and start seeing, like, what did this, like, webinar look like? And this is one that ran last week where essentially running a skill that then pulls in who attended and then, like, matching them against the ICP and just see how the overall, like, uh, webinar went.

So when thinking about this as a team of one, um, I wish I had these tools because I think I would have been able to test a lot more, um, and essentially build, [00:27:00] uh, let's say more partner-sourced, at least leads, um, quicker and not have to... I could make more bets, um, and, and build more partnerships, uh, than if I, uh, had to do it all on my own and maybe, maybe do one of these a quarter.

I could probably do one of these every two weeks now, which is pretty awesome. So I know we're right up at time, uh, Justin, and I think I, I know we kind of sped through, sped through it, but, uh, uh, hopefully I was able to kind of communicate, uh, as much as possible in a short period of time here.

Justin Zimmerman: That's fantastic. I dropped your link in the chats right now, so that way anybody who wants to follow up with you, obviously there's so much to share and learn from this. There's no possible way to fit it even into a full hour. And so- ... I know that, uh, people are interested and want more. You're getting lots of love and applause, and so go reach out to Scott- 

Scott Murtaugh: Appreciate that

Justin Zimmerman: on LinkedIn. I shared his link there. [00:28:00] And then, uh, I'm gonna drop our fi- a link to our final event of the day, our final, uh, session, where we're gonna be jumping into a very, another very common activation to drive partner revenue, which is, uh, small events, dinners, executive dinners, which are hot. And so let's say goodbye to Scott.

Thank you, Scott. Uh, go click the- Thank y'all for having me ... last link I just dropped into the chat here right now. Let's head over to visit our, our friends here on, uh, the last session of the day. Let's, uh, wrap this up. I'm hitting, uh, goodbye for