#598 - How I Use Claude to Book 4-6 Meetings Every Week (Live Walkthrough)

0:00What's up, gang? My name is Alex Murphy. I'm a senior account executive at 30 Minutes to President's Club. I use Claude to help me book like four to six outbound meetings every single week on top of my normal AE work. And I'm going to show you how to do that. So if you're like feeling like you want to try to use AI to book meetings, but you don't know how, this is how I do it. And it works really well for me. Listen, I am a full cycle AE, so I got to close deals. I'm a dad so I can't work all day and all night so this is not the perfect Claude explainer video if you want to go find that there's like a hundred of those on YouTube go find one you're going to see me in this use a bunch of different processes and files and like sort of terminology and jargon I've got that built into Claude already in a markdown document format that you can actually put into any LLM so that you don't have to rebuild this you can just use what I've done so we're going to include a link to that in the show notes so you can go grab it plug it into Claude and you'll be on third base.

0:54Eat the meat, spit out the bones, take what works, leave what doesn't, and hopefully you can start to book some more meetings with less pressure. You ready to jump in? Okay, this is my workflow. Now, this looks a little complicated. It's actually very simple. I'm going to walk you through the whole workflow, and then we're going to go beat by beat. So the first piece to this is what I call the intelligence layer. The big issue, if you just go into Claude or ChatGBT or Gemini or whatever and just say, hey, book me some meetings, it's going to just pull all of its training data and take a wild guess at what needs to happen to book a meeting.

1:26That is not helpful. So what you want to build and what I build, the first thing that I do is I make sure that Claude has all the key information about my company and my sale and my book of business in order to then go do what I'm asking it to do. So a couple of key pieces of data that I am feeding into Claude on a regular basis. I do this once a week. So every week I am sharing from HubSpot, my territory, my accounts, my MQLs, all my deals. There's a bunch of playbooks that I'll tell you about as we go through here that are in the Claude project as.md. These are like, that stands for markdown document.

2:03This is sort of the AI language. I'll show you what that looks like. This is all intelligence in here. Then Claude has that, and it runs a process that we've agreed on. So it's going to take that data. It's going to give me the hot accounts with the signals. It's going to hypothesize problems I can use in my outreach. And then I also use it to gut check that I'm not missing any key prospects at those hot accounts. So that's like running, giving me all the input. I'm taking that input and then I'm actually working it. And that's where I go to sales, nav, zoom, info, gong, combine them all together.

2:35And then I go do my thing. And as I do that, there's going to be outputs that come back. Meetings are going to get booked. People are going to respond to different stuff positively. Some of it won't get responses at all. and then I go back in and I feed the intelligence layer information about what happened and it just creates this flywheel. Then the intelligence layer gets smarter, my processes get tighter, my data gets better, and then the next time we go through, it improves the output. I'm more effective as a prospector. Feed it back in and so on and so on and so on and so on and so on. So that's how this whole thing works.

3:07Let's dive into the first step of it. Okay, zooming in on the intelligence layer, which is not a whatever. That's my term for it. a couple of things that I want my, uh, my data to have. So I'm going to actually walk you through click by click here. Again, we use HubSpot. So the first thing that I want my, um, my AI to have is my territory accounts, MQLs, and my deals before I even download those though, an important note. So here's Claude. Here's my, here's my buddy Claude. It knows who I am. Welcome Alex. looks um i have a dedicated project where all of my 30 minutes to president's club stuff lives so i've got projects for 30 minutes to president's club and then i've got like other stuff here like my bills and my my linkedin writing my this other project that i'm working on just in my free time like so all of this is happening inside of this project which is nice because that means claude has this memory bank that it builds over time so that helps the intelligence layer automatically I've got really clear instructions.

4:10So Claude knows like you are Alex Murphy's dedicated sales assistant. I am an account executive at 30 MPC. Here's the, what I'm trying to do. Here's the ground rules. And this builds out over time too. I had Claude write this for me. So this is kind of my first step. I dropped in my company website. I just sort of talked through some stuff and had it recorded and gave it to Claude as a starting place. And then as I work, there's all these project files and I'll show you this, but this is the like specific intelligence layer. So you're going to see me dropping file into the project. This is like the permanent memory bank that Claude will look at and never forget.

4:49So the chats themselves are like very temporary. The stuff gets lost easy. Anything I really want to remember permanently, I'm dropping into a project file. So let's start with the HubSpot intelligence layer. So four different things I need to get. And in fact, two of them, the account tiering in my territory are all in one sheet. So the first thing I'm going to go look at, I'm going to go into HubSpot. Here's my HubSpot instance. And this is my Alex's territory report. I am literally going to export. This is Alex's Tam. You know what I actually do, though, is I have all of the accounts. And this is like probably overkill.

5:25But again, this isn't about being efficient. This is about what works. So I am exporting all of my company accounts, including the ones that are tagged with my name as the owner. And some of these are tagged with other sellers on my team. I'm exporting that. I'm telling HubSpot to export that. It's going to email that to me in a minute. So I'll download that in a second. I do all the accounts because there are a couple of times where there's an account with no owner in it. So maybe it hasn't been named, but it has meaningful signals, and we just missed it in our territory past. I want to make sure I'm at least considering those.

5:55That's one reason to do that. The other reason to do that is my view is it's not that expensive. I'm not hitting usage restrictions on Claude. You do have a limited amount of searching you can do. It's pretty light for Claude to sift through a whole CSV. I'd rather it have more information than less because I never know what it's going to find. And so I could do 245 accounts that are in my name, or I could do 19 ,000 accounts, some of which are in my name, some of which are not, all of which I'm down for those to be candidates to be accounts to be worked and I'm eligible to work them given our rules of engagement.

6:29So that's why I'm pulling all of it. The next thing I'm going to get is our MQLs. And so for us, we have MQL reporting. So I have a little MQL. I'll go to my engaged contacts. I've got a little MQL report here. My actual like official like from marketing MQLs, I work those pretty regularly. So I sort of use that. I just sort of do that outside of the actual like workflow. So yeah, for us, what we're logging here, we track, you know, 30 MPC makes a ton of content and people download that content and they'll, you know, fill a form with their email and their title and their name. And when they do that, it signals to me that they are downloading our content.

7:10I'm selling our sales enablement program with our courses. So if a bunch of people from an account are downloading our content. I know that's a pretty hot signal. Some of those people, if they're a high enough level in sort of the right buyer persona will turn into an MQL. So that's a good list. I work those right away super quick. That's a little bit outside of this flow. What I do want though, like you can see I'm working a few here and the rest I move so quickly through them that they are either DQ'd or moved into an opportunity pretty fast. What you're looking at here is this is everybody else.

7:42This is everybody from every account who has downloaded 30 MPC content. I want Claude to use this as one of the signals that it looks at. Some of the other signals that I look at for which accounts should I work, those can be found on the internet. It's going to check on those in a minute. This is proprietary to us. And so I wanted to factor this in. So I'm going to go ahead and export this sort of all these people that have engaged so that Claude can match the name of the company against the territory and start to tell me which of those is the most likely to buy from us or be interested in having a conversation.

8:14Last piece is the deals. One of the downsides of working for a long time in a sales org is there's a lot of closed loss deals. There's a ton of valuable information in there, but it also can create some noise. And so what will happen at first when I started doing this is Claude would give me like, Hey, you should work this deal. And I'm like, yeah, thank you. Glad I actually have a deal going with them right now. So that I want to filter that noise out. But I also know that people that closed lost six months ago, eight months ago, 10 months ago, maybe ready to come back for a conversation. And I want that data incorporated.

8:48So the last piece I'm exporting from HubSpot is my own, my deals. So this is my current active pipeline. These are like hot deals that are going right now, but I actually want to just look at all the deals we've ever run on this product ever. And I'm going to export all of these so that Claude has data on every deal we've worked, the status of that deal, and can factor that in when it's deciding which accounts I'm going to work next. So I've exported all these. I told HubSpot to export these. I'm going to go into my email. It has emailed these to me. So I'm going to download them. And I'm going to bring them over to my next export.

9:26Great. I'm going to bring them over to my cloud project files. Cool. One more waiting. And there it is. All right. Download this. Cool. I've downloaded these. The very first thing I'm going to do is put them into my project files so that Claude can remember them. Now, you can see I've used 9 % of my, oh, those are zip files. Just kidding. Let me open these up. Cool. Bang, bang. All right, great. You see, like, Claude, there is a certain amount of storage. So every once in a while, I'll go through and prune old files that I'm not using. I don't worry too much about it until I'm up to the like closer to, you know, 60, 70 percent of the project used.

10:10It's a lot of like CSVs and MDs, which do not take a ton of space. What you want to be careful of with this is like PDFs. That kind of stuff is like very expensive. So it's better to drop a PDF into a chat and then have it tell you what's in there and turn that into a markdown document and pop that in your project files just as a way to like manage your space. That way you don't have to spend a bunch of time digging through. But you'll see my most recent exports are here. My most recent engaged contacts are here. My most recent accounts are here. I am going to get rid of the old versions of this.

10:40And you can see like this. These are my three most recent. I do want to kind of get rid of the old ones only because I don't want HubSpot to get confused. So this one's dated May 18. I'm going to ditch these. Get rid of these because I don't want. Yeah, I don't want it to get confused about what it is that we're actually trying to do. And start feeding me old data. So, okay, cool. It has my most updated data. Awesome. So my intelligence layer is filled out. The other thing I have here are playbooks that will tell Claude. These are like the instructions for the project. These are going to tell Claude what to run.

11:19So I have playbooks for my outbound process. I've got playbooks around ICPs that are ideal folks and like what are the main problems that those people are trying to solve with us. I've got a very specific play that helps me service problems. I've got a messaging matrix that helps me attach the right sort of solution message to the right person based on what we know about the account. And then as I book meetings, the emails, the phone calls, the LinkedIn messages, whatever that book those meetings, I also save those into Claude periodically so that it knows what's working and can make recommendations on that basis.

11:56So some of these I build as we go. The outbound process document, I'll actually show you what this looks like. So these are all, like I mentioned, these are all MDs. And so if I look at, here's my outbound OS markdown document. So this is 209 lines. You can see like what this is. Claude created this for me. It's not like I typed this out. I basically typed out, here's what I want to do. And then every time I run this session, I update it and I have Claude update the document. So this is my operating manual for booking meetings. One workflow on Friday, the execution. And then here's like my goal.

12:38Here's the inputs. Here's the outputs. Here's what it should do. Here's the steps. So I don't have to tell Claude what to do every single time. It knows. So you can see like I just I can type in. I'll do it right now. I'm going to have it run outbound and it's going to start running this process. I'll get the weekly prospecting prep going. Let me check the data for files first. Let me stop it because I don't want to do that yet. But you can see like I've got it trained to where it'll immediately go. So that's what that outbound process is. All of these are marked on documents. So who buys and why?

13:08That's something we fill out over time. Who at the org? What type of persona is most likely to buy from us? For us, it's sales leaders like directors, VPs plus of sales or enablement leaders. People who are responsible for training the sales team will partner with us. normally it's a combination of both. What's nice is as we go, because I'm feeding Claude data about who's booking meetings, I have an increasing body of data about like who is most likely to book meetings and which of those meetings are most likely to close. So it's starting to understand like who should I continue to target? Like as we go, if I start to see like, ooh, enablement leaders are booking meetings way more often than sales leaders, that's good information for me to have.

13:48So I can be really selective about how I spend my calories during the outbound sessions in my week. Let's talk problem prompter and messaging matrix for a quick second. So these, this is a shameless plug, but it's legitimately what this is. You know, a 30 minutes to president's club has this really badass program with courses on cold calling, cold email adjacent bay. And so there are a ton of rich data here. I watched these courses. I took these courses. It's important for me to know the principles here in my brain. I don't want to just outsource that to an AI. but it also really speeds things up if the pieces of this that I'm going to use most frequently are in Claude so it knows what I'm asking for so there's two major examples of that the first one is problem prompter so this comes from Jen's course her very first section of her course is about what it takes to get an executive's attention and this is like very directly related to prospecting and so she talks about building your executive messaging and in the next lesson she talks about getting executives to reply and so I watched this whole thing I absorbed it but you can see there's a lot of good stuff here and there's even a transcript so what I did is I actually just opened up the transcript I hit command a on my mac copied everything here dropped it into a chat and said this is the problem prompter play ingest this because we're gonna apply it to 30 npcs sale claude doesn't need me to explain what 30 MPC sale is because it knows.

15:16So I did that and it created a Markdown document, which I saved into the project. So you'll see me run problem prompter. I'm not, I don't have to explain to Claude what I'm after. It's going to know because not only do have I given it Jen's course information, but I've also then refined that every session. I basically refine based on what I'm learning. So you got your intelligence layer. It knows all about your business. It knows the process you're trying to run. The next thing is to actually run it. So there's basically four things that I have Claude do. The first thing I have it do is assimilate all that data.

15:47So what I'm really looking for here are two things Claude already knows based on the previous, what are the signals that I care most about? And what are the attributes of companies that I'm trying to reach out to? For me, the specifics of that is I want to reach out to companies where they've got a lot of people downloading 30 MPC content. From our outreach, we kind of know if nobody at the account I was downloading our stuff. They're not going to book a meeting with me. What I'm looking for really is like that nice, rich first party. So that's the most important thing. There's also supplementary signals like, Hey, you've hired a bunch of people or you had a new merger and acquisition, or you've got a new CRO or a new head of enablement who came in somewhat recently.

16:28Those are all good signals, a fundraising round. Those are good signals that support the sort of main thing, which is, do you have a bunch of 30 MPC fans who are actively using our content. That's number one.

17:08them. We built a full multi-threading playbook powered by Align. It's free in the show notes.

17:38Alex Murphy: question, not on scrambling to take live notes. And we built a full discovery toolkit with them free in the 30MPC closers hub. There's a link in the show notes. Today's show was brought to you by Outreach, the agentic AI platform for driving execution across every stage of your deal. Great sellers drive velocity at every stage of their sale. And one thing that's worked well for me is assigning redline deadlines to my prospects when we kick off vendor review. Even artificial micro deadlines for things like first cut of redlines and security review helps my prospects get their internal team moving.

18:10Alex Murphy: We built a guide on how to help you drive six and seven figure deals with our friends at Outreach. Get it free in the show notes. Even better than downloading content is like, did they buy a course? Have they bought a copy of Cold Calling Sucks and that's why it works? Like, I'm looking for that stuff. Well, Claude's looking for that stuff. And then Attributes is pre-baked. This is, I'm looking for employee size. So for me, I know my sweet spot is kind of in that like mid-market, kind of like 500 to 1500 or so employee range. Like that's pretty good. You know, B2B companies are definitely a sweet spot for us.

18:42Tech is usually even better than something that's like a non-tech. So, again, I've kind of built that out over time. But Claude knows all this. It's assimilating that data. Then what it's going to do is it's going to surface hot accounts. I'll have it do 10 accounts. You know, depending on the week, I may be looking for 20, 25. Sometimes it's I just need a little top up. So I'll have to do five. But its default is going to be, I think, 10. and it's going to surface those with the signals and the reason that it surfaced them. The other thing I will have it do is hypothesize the problems that those accounts may be dealing with.

19:16And, you know, so, okay, we know what's true about them. What does that probably mean they're dealing with? This is where Jen's problem prompter and Jason's messaging matrix really comes into play. Claude's using that to then answer the question of like, what problem should I lead with in my outreach? And then the final piece is gut checking prospects. So Claude has what's called an MCP. Couldn't tell you what that stands for, but basically what it means is Claude can talk directly to zoom info who provides all of our data. Uh, and I'll have it gut check. Once I'm done adding contacts, Hey, is there anybody I missed?

19:49And Claude will go through and use it. Zoom info connector to say, Hey, you maybe miss this person or that person. I've like found legit contacts who ended up being my champion that I missed on my first past that Claude caught on the back end that then booked meetings with me. So that's a very important step. One thing you're not seeing on here is writing the emails. At this point, I do not have Claude write my emails for me. And honestly, even like hypothesizing the problems, I'm not really relying on that anymore. I used to. And then basically you do it enough. You start to notice the trends and the whole scope of like the problems I could hypothesize, the way I talk about our solution.

20:28Like that starts to zoom in, zoom in, zoom in, zoom in, zoom in. And for me, I don't have that many named accounts. I have like 300 named accounts. So I don't have to like do that. It actually is less efficient to have Claude do that than for me to just rely on what I know, which is if an enablement leader has sales reps that are downloading our content, that's a really good sign. Almost every enablement leader is overwhelmed and has way too much stuff to do. That's the problem I hypothesize. Our solution is pretty clearly addressing that. and I'll have a pretty standard CTA at the end of my email.

21:00So I don't need to rewrite every email, but that's my sale. Like I used to be, you know, my first BDR job, I worked for a legal tech company and there are literally like half a million law firms in North America that I could have sold to. And the signals were way less proprietary first party data. And the first party data was like really hard to find. It was a lot of clicks to find it. And so it made a lot more sense. Like if I had had this, then it would have saved me so much time because it's such a huge book of business and there was no like designated territory. So it would have been way faster for Claude to produce that because there's a whole bunch of like, you know, different products we could sell.

21:40So there's way more solutions, way more problems. There's a lot of different personas. So I'm going to run this now and then we'll talk about what to actually do with the data. So here we go. Let me go into my project, start a new chat. Here it is. I am going to start and I'm just going to say literally run the outbound process. Claude is thinking. While it's thinking, it's going into, oh, look at that. I'll run the weekly prospecting prep. First, the required input check. It's doing what I've told it to do, which it's going through and it's reading those CSVs I just dropped in. It's looking at the outbound process.

22:17It's looking at the data I've given it around which signals to find. It's going to pull those signals and it's going to hopefully feed me 10 accounts that are really solid and have good signals. And then we will work those accounts. So again, Claude's thinking it's running some commands. It's filtering out active pipeline. So I don't want to see any deals that I'm actively working. Obviously, that's wrong. It sees that the deals export is from today's date. Cool. It's scoring signals from the account. So it's like finding the looks like we have 80 candidates and it's finding which ones have the most density of signals.

22:47And then it's going to generate account notes for me. Cool. Strong pull. Now it's sifting out, verifying the employee account numbers, which it's using. I believe it'll be using Zoom info for it. Might be doing an internet search. We'll find out. We've got downloads count. So it's looking at who's like how many people are actually downloading. It's giving me the batch. Here it is. All right. So I'm going to just eyeball this. What it just spit out for me is 10 accounts. Tier one is this is not an official tier. I don't really tier my accounts because again, I got like 250. Basically, the tiering for me is like, how many fans do they have?

23:22So it's very simple. You may have like a tier one, tier two, tier three account. It would be good for Claude to know that. So when it says tier one, it's just talking about its own tiering. My whole process assumes that there's mistakes here and we're going to go double check them. So for example, 800 employees, 1 ,000 employees, 2 ,000 employees, those are extremely round numbers. Probably not totally accurate. So I will be double checking these, but this is taken literally, I think it was 19 ,000 accounts and weeded it down to 10 that it thinks I can work. So at a par 800 employees, it scored at 6.0, which just means that like score high.

23:58This is a, I don't really care too much about that. It's kind of Claude language. They just raised a series G recently. They've got a growing enablement team. This is the name of an individual that we should blur out who used to work with me at a company that Claude knows I used to work at. That's pretty relevant. I'll go take a look. They've got funding, new enablement hire. That's a really strong, cleanest stack in the pool, highest priority. I won't go through every single one of these. I'm going to double just gut check this before I go work it. So add a part. I'm going to go into my CRM. Go into the TAM here.

24:35Let's just make sure that there's nothing weird about this. Okay, so this is in my name. Ah, look at that. Account refresh date, March 18th, which means I started working this two weeks ago. So this is a great example of Claude not knowing everything it needs to know and enriching the intelligence layer over time. So March 18th, I mean, that's three, two months ago. That's really recent. They also have one form submission. that's actually like a very weak signal that means literally one person one time downloaded a form from us um i disagree with claude that this is a good account so i'm actually going to uh i use a tool called whisper flow sponsor of 30 minutes to president's club and i actually like to talk to claude um for me personally that works really well so i'm going to just dictate to claude right now uh adipar is not a good fit they only have one form download and the account refresh date is March 18th, which is very recent given that today is June 2nd.

25:40So that's a miss and not one that we should work. We should look for accounts that have not been worked at all that are in my name and not assigned to David. And we should look for accounts with a large number of form downloaders. So we're going to need to regenerate this list in a moment. But also, I need you to make sure to update the outbound process doc to reflect that so we don't make that mistake again in the future. And then my little dictation tool is going to pop that into my channel here. Great. Bingo. I'll get rid of this because that's my note to you, viewer. Let me just do a quick sense check of these two and see.

26:19All right, cool. This is 1 ,000 employees, 14 content downloads on the account. Now we're getting somewhere. There's an enablement persona fan. Hey, okay, they downloaded the outbound sequence template. That is really, really rich data. Let me gut check that real quick. Okay, no account refresh date, no account note, 14 submissions. Beautiful. So I'm going to set the account refresh date today. This is where Claude is great for sifting data. I do not use it as my data source of truth for a few reasons. It's really easy to lose key pieces of info in an LLM like Claude. So I'm always updating my system of record, which in this case is HubSpot.

27:02And the other thing is Claude's hard to query. So even like we're in this chat right now, but if I go back and go like, hey, what was the deal with Superside? Why did we decide to work that? It's going to take Claude forever. It's going to burn a bunch of tokens and it may or may not get me a good answer. It's certainly like if somebody from SuperSight picks up the phone on a cold call block and I forgot why I'm reaching out to them, there's no way I can query Claude. So what I'm going to have it do instead is I've got this little account note field. This is where I keep my super tight. Like I can look at that in one second after somebody says hello on the phone and I have what I need to like actually book a meeting with that person or at the very least explain why I reached out in the first place.

27:41So, yeah, now I'm going to like just double check super. but like, let's see, I'm going to go look at the engaged contacts and just double check with all Claudia that we actually have what we said we had. So I'm looking back at, these are people who downloaded. Okay. So I have only one downloader, but this person's an enablement person. Um, and they downloaded nine form submissions most recently a couple of months ago. That's like a pretty rich signal. So I'm going to then. Yeah, great. Um, Claude should produce account notes for me. Um, so I'm actually going to hold off right now. But that's a that's some like how I'm thinking about this.

28:16So again, right now we're assimilating data and we're servicing hot accounts. All right, I'm gonna do a you can like we can fast forward quick through this, I'm gonna go just do a couple more just to make sure my real goal here is to make sure that there's not some other kind of mistake being made. Like I know if there's, you know, there may or may not be people who have a similar like account refresh date. But there might be other mistakes that Claude made that I just haven't thought about. So cool, cool. So I'm want to go just do a quick sense check on the rest of these and make sure they're legit today I'm not sure why this didn't show up so here's a great example of this is a hot account it's in my name for whatever reason it did not show up on my CRM like TAM report I don't know why good news is I don't need to figure out why that's RevOps job I just need to work the account and so this is another reason why I pull all the accounts in our CRM rather than just the ones that are assigned to me because you just never know what you're missing and it does look like we've got some recent people that have downloaded.

29:10I'll just double check to make sure.

29:20Okay. Just one. It's not great actually, but apparently this person. Interesting. Okay. Cool. Here's another account. Anaconda. Someone from Anaconda had a kid in the same swim lessons as my kid. Probably won't mention that in my online email, but look at that. All right, cool. We got a refresh date. Great. Cool. And I do have some form submissions, et cetera. Great. All right, cool. I'll set that one for today. Actually get it. I just forgot to do insight software. Got to refresh today. Good. Cool. All right. So that's the tier ones. And then it's got tier twos. Single strong signal, high download volume.

30:07I actually think that's a stronger signal, frankly. Claude's like discounting it too much. I may or may not tell it that, you know, it's probably good hygiene to do it. But you always, I'm always making the decision of like, is it worth the effort to get Claude perfect or do I just need it to be good enough to work? And the answer is usually I just need to be good enough to work. So, okay, we're going to accept this one. Cool. So, so far I've only rejected one of these 10. Not bad. All right, let's go here, bang, bang. Cool, so yeah, I would normally finish this list for today. I'm gonna just move on from here.

30:43Now, Claude is giving me some flags, make sure I verify some of the data, great. The download accounts are a little weird, cool. And then it gives me the next step. All right, cool. So I'm gonna tell it like, don't worry about it. Don't worry about populating more accounts for today. Here are the accounts I'm gonna work that you can add to the next step. superside insight software anaconda plural site but we can leave the rest for later so just pull them out for now now it's going to hypothesize some problems and it's going to uh also like should give me like a little account note that i can add to my crm the nice thing is again back to that like system of record thing if i go back to my my um report of companies if i sort by that refresh date.

31:27These are the ones that I've worked most recently. I should see a few. I'm actually missing a couple that are getting filtered out for whatever reason, probably because they don't have the right number of employees. There they are. All right, cool. No problem. So bang, bang, bang, bang, bang. Great. While it's doing it, and it's diagnosing the problem that led to that account that got surfaced inappropriately, which is cool. I don't need to diagnose it. It's going to diagnose it for itself. That's one of the advantages of using the more expensive models, expensive in terms of tokens because they're smarter.

31:56They'll, they'll figure that out. I'm going to let it do its thing over here while it's doing that. I'm actually going to move. It's going to hypothesize problems. I'm going to actually get started on this next step, which is going into sales. Now I'm going to start to populate people. Cause I know that's the next thing. So while Claude's working, I'm working as well. This is another like efficiency game thing. Like you can kind of work in lockstep. Um, so I, for my prospects when I'm adding prospects. I basically got two kinds of got enablement leaders and I've got sales prospects like sales leaders.

32:25So I've got a sales nav search. That's a Boolean string with every possible job title of the sort of person I would want to reach out to, um, at an account. So I don't have the actual accounts loaded up. I literally just have these job titles and that's it. Um, and so what I'll do then is I'll go like manually add in the accounts that we agreed to work. So accurate Anaconda, Superside, Pluralsight, Insight Software. I'm going to add all those right now. Accurate. Anaconda.

32:58Insight Software. Great. Pluralsight. Cool. And then there's one more I forgot. Superside. This is giving us a bunch of enablement leaders, so I can spot check these because these are pretty accurate. Like here's a sales enablement manager. Here's a, you know, these are all like legit people at these different accounts. So that's cool. Great. Let's see where Claude's at. All right. Claude, I'll look at that. It went and updated my prospecting play for me. That's so nice that it did that. You know what? Before anything else, I'm going to actually just download this updated thing. I'm going to change the date to reflect today's date, which is just my own little numbering system.

33:41It helps me keep things straight. I'm going to go to my project. I'm going to drop in the updated one. Cool. Bingo. There it is. And then prospecting prep. Let me find the other document. Where is it? I just searched. I just controlled F to find the name. Oh, there it is right there. So I've got my outdated one, my updated one. You can see this one has 204 lines. This one has 205 lines. But more importantly, here's the date, 2026, June 2nd. This one's date is 2026, May 12th. I'm just going to get rid of this one. Cool. Um, so it's not perfect, but it's good enough. Okay. So great. Awesome. Cool.

34:24Now it's going to tell me what's, what's the next step. Cool. Update his doc. So we got this batch. Cool. The other piece of info that I want to give it is I'm going to add these prospects in just a minute. I want it to hypothesize the problems just to show you what that looks like. and then I'm going to have a gut check the prospects while I am searching for them. The other key piece of info is how many people from LinkedIn are following 30 minutes to President's Club on LinkedIn. LinkedIn pretty aggressively blocks like AI bots from searching its data. And so this is one where I'm doing some manual work here to like give the best number.

35:03So I actually got ahead of myself before I even go in and look at the enablement leaders. I actually just want to look at everybody at these five accounts who are following my company and there's 62 of them. And so I'm going to go, I'm going to go one by one and I'm actually going to just tell Claude the number at each account who are following us. Um, and that way Claude's going to have that little extra piece of data. So I'm going to dictate that real quick.

35:31Now look at this. Look at that. We got 69 combined downloads plus followers. That's a really strong signal, which is very, very cool. Um, okay. The next thing I wanted to do, Hey, want me to return, run the account research now? Yeah. Run the account research and the problem prompter, please output an account note for each of these accounts. Oh, right. So now it's running the account research and the problem prompter on these four accounts. Um, it cut out one of my accounts. I'll go back and fill it in later for the purposes of this video. Great. So what it's doing is it's actually pulling the named people who have downloaded stuff at those accounts.

36:10It's also, oh, look at this. Would you like me to enrich and have the engaged contacts? Yes, I surely would. So this is that MCP for ZoomInfo that I was talking about where it's, oh, look at this. We've got some people here. What it's doing right now is it's checking our data, the downloader name against ZoomInfo to see, is that person still at the company because if I'm about to go email a VP of sales and say, hey, this person downloaded our content and that VP says, who? Oh, they quit. I don't like them. And in fact, the fact that I downloaded your content means I don't want to work with you guys.

36:43That's probably good for me to know. So yeah, Claude is going through because it has that connection to Zoom Info and a lot of different engagement tools and like data tools have these MCPs. It's using that to validate that those people are still there, which is very cool. I forgot that I told it to do that. Pretty important. And this is a great reason to do this and like iterate the intelligence layer is if it was up to me to remember every single piece of this process, it's definitely stuff I would forget. But because I like have this iterative process where Claude is learning with me as we go, it's it catches things that I would I remembered one time is a good idea.

37:18And then I forget the next time because it's busy. And, you know, I don't sleep a whole time because my daughter's, you know, a toddler. And, you know, so that's just what it is. So this is the beauty of this one. Cool. So now what it's doing is it's searching the web for that sort of list of signals that I've already given it that I know are important. And it's sort of building an account note with some key research for each of those accounts. And I'm going to go in to my CRM and I'm going to fill those in once it is finished.

37:50Today's show is brought to you by Align, the AI deal workspace that helps sales teams close complex deals. So here's a tip about multithreading. There are stakeholders in your deals that you don't even know exist, like the VP of Finance, who's viewed your champion's recap twice this week, but no one actually introduced you. That is the type of person who's beacon around your deal and might sneak up to kill the deal at the finish line, and Align's AI surfaces it before it's too late so you can multi-thread to them. We built a full multi-threading playbook powered by Align. It's free in the show notes.

38:20Alex Murphy: Today's show is brought to you by Pipedrive's easy-to-use and customizable CRM with built-in meeting intelligence. My favorite discovery question is the multiple choice question, which sounds like typically when I'm talking with folks like you, they're focused on A, B, or C. Which is it for you? Now, A, B, and C have to be problems that you can solve because that's how you steer the conversation in the direction of places you can help them. Now, Pipedrive's built-in meeting intelligence helps you focus on your follow-up question, not on scrambling to take live notes. And we built a full discovery toolkit with them free in the 30MPC closers hub.

38:50Alex Murphy: There's a link in the show notes. Today's show is brought to you by Outreach, the agentic AI platform for driving execution across every stage of your deal. Great sellers drive velocity at every stage of their sale. And one thing that's worked well for me is assigning redline deadlines to my prospects when we kick off vendor review. Even artificial micro deadlines for things like first cut of redlines and security review helps my prospects get their internal team moving. We built a guide on how to help you drive six and seven figure deals with our friends at Outreach. Get it free in the show notes.

39:22All right, look at this. So it has produced a quite thorough account research and problem prompter. This, again, is more than I can ingest while I'm in the middle of a cold email block or a cold call block. But this is really, really helpful for me to skim and read before I do that. So I just kind of have it in my mind. So we won't go through all these. But, like, here's Pluralsight. Here's what's going on. This is all available on the Internet except for the content downloader stuff. So I've got a strategic objective. that it feels really confident in. Re-accelerate new bookings and retention after the balance sheet reset.

39:58I don't know what that means. Looks like we got it. Cool. All right. They went through a debt recap. All right. Cool. So they're like shifting around some other financials. They're in a retention and growth re-acceleration push. That's a really positive signal for us. It means they're hiring a lot, which is great because that creates this issue where it's hard to onboard a bunch of new hires, and we help with that. So this is already keying me into a really specific problem that I think I can attach in my outreach. So the sales org is under pressure to grow bookings with the same or leaner headcount, okay.

40:35We've got a bunch of people that are being like enablement, gets measured on whether the skills transfer, cool. What's the status quo? This is the next piece of Jen's problem prompter thing. Like what are they probably doing now? They're a learning company themselves, so they may lean on internal content. That's good for me to know. That's probably an objection I'm going to get at some point. So I should be prepared for that. I wouldn't really have thought about it except for this process. What's the 30 MPC solution here? Like, okay, maybe they wouldn't buy like courses from us. But if we position this as the sort of 80 % practice, 20 % teaching model, that's a really strong positioning.

41:07And so when I'm sending emails, I'm probably not going to talk about, hey, we have courses. I'm going to say, hey, we're an enablement partnership that helps your reps permanently transform their behavior to hit these really aggressive goals that you have. and we've got a CRM one-liner. Cool. So I'm not going to run through every single thing here. And then look at this. It's given me these beautiful little account notes that I can pop right into my CRM. So here's the one for Pluralsight. Bang. All right, cool. And it's just literally, it's given me like the top line thing that I'm going to say when somebody picks up the phone to get a conversation started.

41:40So I'm going to go add these into my CRM. I will double check these. And so it's important, like I'm not going to do that in this video for the sake of just you watching me, but it's always important to like go double check it and make sure it's legit before you start citing it to people. Quick zoom out. Here's what we've achieved so far. So. Again, we've got our intelligence layer, which is getting more robust, even as we iterate, as we run the process. But we've we've told everything about my current book of business for my CRM. I've got all these different processes to help Claude very quickly and efficiently do what I need to do in an outbound block.

42:18We fed all that in to the actual Claude Central engine. It's brought that data together. It surfaced the best accounts. I handpicked a few of them. It went and then hypothesized the problems that they're dealing with, and it surfaced nice little account notes. And then I went in and rehydrated my CRM with that data so that it's easy for me to quickly pull. And I'm not like relying on Claude to try to go query it in a haze when somebody picks up the phone or whatever, because that's deeply inefficient. So the next thing to do is start actually finding who am I going to reach out to at these accounts?

42:51And so that's that's what I'm going to do. So this is where now I'm going to use this sort of prebuilt sales nav Boolean search. So quick primer on this. You could do this a different way. You could go add in the functions and say sales and sales development, and you could add seniority level and say I'm looking for, you know, VP of sales and certain keywords or whatever. I find that the most precise thing to do is a big Boolean string, which surprise, surprise, Claude showed me how to do. And let me actually go find my Boolean string so you can see what it looks like. Okay. Okay. Cool. So, yeah, that Boolean string is just a bunch of different possible job titles and LinkedIn headlines, and it's searching for all of them.

43:36So now I'm going to go add those companies that I was looking at before. So cool. And a condo supersize, plural site insight software. Cool.

43:50Great.

43:54Cool. Bang. That's seven people. Awesome. You know, what's awesome here. I don't have to go one by one. I'm batching. This was just going to make it way quicker. So we've got people, we've got revenue enablement. Great, Great, great, great. Awesome. So this is where I open up the ZoomInfo browser extension. So I've got this in SalesNav. I'm going to use SalesNav for my actual prospecting, but not yet. I found the key contacts. Next is to enrich those contacts with the browser extension of ZoomInfo, which is really nice because it will just take a look at SalesNav, see who's there, and very quickly take those folks check it against the zoom info data and then i have it connected to gong i use gong engage for my outreach it will then send that to gong and it's gonna give me the prospects that i'm trying to get in front of all right so let's do superside i'm gonna have it just for for demonstration purposes i'm gonna have this i'm gonna have uh i'm gonna add a couple people from superside so i know that this person downloaded stuff from us and claude knows it too so using the ZoomInfo MCP, I'll just have it, ooh, look, it flagged some stuff, too.

45:02This is very important. So, okay, this is a little bit old. Good to know. It's saying I should go do a quick check, which I'm happy to do, but for the purposes like, can you give me the email address of the Superside

45:22Contacts Carolina Todd Nick and Tamara.

45:36It's not all right.

45:47Quick little note. If you're trying to budget, you're doing a lot of this, you're trying to budget your Claude tokens, it is more efficient to, like if you do something and it's like giving you the wrong result rather than stopping it and doing a new prompt just edit the old prompt and rerun it and that that uses less so hey look at this I have some based on what zoom info shows me I've got some people so I'm gonna go actually just add these folks directly into HubSpot I guess

46:26here's where we're at so we went we found the hot accounts we found the folks in sales nav we use the zoom info browser extension to add them into gong engage now they are in gong engage and it is time to actually do the awesome step of sending them a legit email and a legit linked in message. So I'm going to go to, uh, Todd Nick, who is a person who downloaded our content. What I like to do is now I'm here in Gong engage. I actually like to go take that little account note and paste it right into the prospect notes. So when I'm calling, it's easy to just be like, Hey, what's going on? And like, I've got the info right there.

47:02So there it is. Bingo. Cool. Now it's time to do my next step. So the way I've set my flows up is I have an enablement flow and a sales leader flow, two different flows. The first message that I like to do is a LinkedIn touch. Um, and you know, sometimes I'll go try to find a warm intro. This person downloaded content directly from us. So it's already very warm. And so I'm going to go do a double tap. I'm going to send a quick email and I'm going to send a quick LinkedIn connect. And so, uh, with going gauge here, we are great. Here's this person on LinkedIn. They are who they say they are very cool.

47:37I'm going to do a quick scan here. Sales enablement specialist. Okay. Interesting. I'm just looking for like, can I, is there some little PS I can mention? Nothing too crazy. Okay, cool. But I do have a good sense of who this person is and what they care about. I could go like, look at, if I wanted to really dive deep on this person, I can go look at all their interactions and go look at like, what have they commented on lately? Interesting. An AI Serbian cowboy. Okay, very fascinating. I'm probably not going to mention this because that would read as weird, but it is helpful to just be like, is there any major company news that I can attach to?

48:14In this case, there's not, and that's fine. So I am going to mark this as complete, and then I'm just going to go bang, bang. I'm going to load up my little note. So I'm going to connect. I've got a preloaded note here. It's templated. It's personal. it's accurate um and i'll wait i'll send this right after i send the email so let's load it up that's ready to go and now what going engage is going to do is going to think for a second and then it's going to give me the actual email task there it is all right so now i'm going to write this email great and i'm doing this for one individual person the nice thing is engage it'll be bucketed and batched so when i write one super side email it's going to be pretty similar to all the other emails that I write.

48:59So you can see this is my actual email template. This is built and based off of the learning from Jason and Jen's course in the 30 MPC enablement program. So it's already like a pretty solid email. Now there are some situations where I'll go a level deeper and I'll do like a real deep dive, super personalized email. If this is like hot account, number one account, super warm, best person, I would love nothing more than to get them into an opportunity. I'll go a level deeper. Everybody else, this is a really solid email, and I know it is because it's booked meetings for us. So in this case, I'm going to modify this one.

49:37Our normal thing is like, hey, not sure if you knew, but you've got a bunch of fans. Well, in this case, actually, I know that this person downloaded some specific stuff from us. And so let me actually pull up here. Great. I'm going to go back and actually do my little check to see what specifically did she download. And I can even ask Claude, hey, what did Todd Nick download? And Claude knows the answer to that. So that's beautiful. I can use that to like really personalize my note here. So I'm going to change this up and be like, you know, they have, I think it said, I think we said 21 others.

50:08So cool. I'm going to update this up on sequence template on 317. Okay, cool. All right, cool. So I'm going to actually update this. Saw you were digging into our outbound sequence templates. and it looks like

50:2820 others at Superside are following

50:39content.

50:44Cool. And then up here, I want to make sure my subject line is great. I've got this 30 NPC super fan. I'm just going to say like cold outbound sequence plus 30MC superfans. Great. Here's my problem. So we have a signal. We attach it to a problem related to the enablement persona. I don't have to change anything about this. It is accurate. It's specific. I've got a solution here. Enablement teams work with us. Nothing weird. This is where maybe for this other account that's like a... It is itself a learning and development platform. I might tweak this, but in this case, this is great. Cool. And then I'll probably add like, because they were looking at our app on sequence templates, PS, I'm going to actually like do a more humanizing PS for what it's worth.

51:31Our program explicitly teaches every one of your reps the ideal way to structure an outbound sequence. cool great bang i got a nice cta nice problem nice solution nice signal this is a solid cold email great do a quick double check bang send it cool bang and then i've got great cool i just emailed you hey hi bang bang multi-channel cool in two days i'm gonna call by then i will definitely have forgotten what this whole thing was about which is why i've got my little account note here i know okay ah yes yes yes outbound sequence template great cool um which i could have done there. So that is that last stage of actual execution.

52:16In a couple of days, I'm going to make a call. By then, I will definitely have forgotten everything about this person, this company. Maybe I'll remember a little bit because I read through the problem prompter deep dive. But for the most part, like I need to be able to run this really efficiently. So I've got my little account note and then the actual sequence that I run, I'll show you. It is, you know, you can see here, I've got my flows in Gong. So this is my enablement leader flow. This is my sales leader flow. This is an old flow that I don't use anymore. So for my enablement leaders is 12 steps in here.

52:44So we've got my day one LinkedIn and email. That's what we just did for this person. Day three, I'm going to call. I'm going to, I've got a little auto email. This is just a bubble up bump. Um, great. And got the, uh, the threat clause. Let me know if I'm off and I won't call you again. It's, you know, it's a fun little thing. Uh, and then I'll do another LinkedIn touch here. If they've accepted, I'll send a note. If they haven't, I might go engage with some of their content. Um, and then wait a couple of days. And again, triple tap column, another bubble up email with a, with a case study. So just a little bit more, and then like another LinkedIn touch, wait a few more days, four more days, boom, auto email, call auto email, auto email.

53:27And then they'll be done in the very last one. It's just like, Hey, here's another case study and we'll leave it right there. So now they're off to the races. What you just saw, a lot of this is automated because we've done a ton of work to validate that this is a sequence that gets us a really good yield on our inputs. So this whole process, this whole workflow, takes the heavy, expensive, costly, time-consuming process of pulling all the data and structuring it and finding the right people and finding all the signals and figuring out the account, and it makes it really, really, really efficient.

54:01You've seen the very slow version today, but when I'm doing this, I can sequence 20 accounts and like do all the research and get everybody sequenced in like 90 minutes, maybe once a once a week. I am getting all of the prospecting inputs on Friday that I'm going to need to then run for the rest of the week. And then in Gong, you can see like then all my to do's will be loaded up here on Tuesday. And great. These are all people that I've loaded in. Here they are. And here's all the steps that are required of me. And I can just run that process. So it's a little slower at the front end, but what you're getting is a much smarter process that actually is faster in the long run.

54:37The very last step is iterate the intelligence layer. So this already we saw happened. So I won't have I'll finish this process before I do this again. But you saw that Claude went and updated the process and gave me shortcut. I can just see the output here. it gave me this little doc, which has an updated, you know, this is the, this is the markdown document for the weekly prospecting prep process, my outbound process. So it updates this at the end of a session. I'll go into Claude and I'll just say like, all right, please update all relevant process docs to, you know, not repeat any of the mistakes that we made this time and ingest any changes or new learnings about how to make the process more efficient.

55:28Claude's going to go think. It's going to think a little bit, and it's going to do the work of updating my process for me. The thing that I have to be diligent and disciplined about is doing this every single session. Every time I do this process every week, I need to do this because if I forget all this valuable, rich context about what not to do, how to improve the process, what the output should look like, I'm going to miss that, and will have missed this really critical step of iterating the intelligence layer, which deprives me of this awesome flywheel that works really well. So cool, here it is.

56:01Hey, look at mistakes this session. We made some slips. We had an inefficiency. There was a Boolean search that we had to talk through. So it's finding. I don't have to tell it what to do. It's going back through our chat that we just did, and it's finding everything that should be better about the process. And now it's updating the process, Doc. So when I do this in a week, it'll be smarter and it won't repeat those errors. Maybe it'll make new errors. Maybe it'll, you know, whatever that, but that's the whole point is we iterate as we go. And this can really absorb changes in our data too. Like if I all of a sudden realize like, oh my gosh, there's a persona I'm missing.

56:37I don't have to create a whole new process. I can just fold that into this process. So you can see what it's doing right now. It's like writing rules into the document. It's going to give me that nice markdown document, which I'll then drop back into the project. and then we'll be done. Quick reminder before we go, all of the process documents that you've seen me update, including the one I just did, the updates I just put in there, that will be in the show notes for you. So you'll be able to download that, pop it into your LLM of choice, and you'll be starting with all of the work that I've already done.

57:09And then you can tweak it from there to be specific to your sale. So definitely recommend grabbing that instead of trying to do it on your own. Okay, so Claude has now run through and it's gonna give me a quick spit of like, what did I change and why? Here's stuff I changed. I can look through. It's possible there's going to be a mistake in here. So it's good to like double check this. And then look at it. It gave me two different things. So it updated our prospecting prep doc. For whatever reason, it's not dating this properly. I'm not going to bother with that right now. So I'm going to download that.

57:37And then our also my like specific account research play, which is slightly different. That feeds into the prospecting doc. But this is the actual process. I'm going to download that too because it made some updates there. And just as a, like a side note, the way that I keep these organized is with dates. So I use year month day cause I find it to be the fastest. So I'm going to turn this into today's date. A time of recording is 2026 06 02. Cause it's June 2nd. So for both of these documents, I'm going to start it with that. so that way I just dragged those. All right, I just updated those things I downloaded.

58:20I dragged them into the project, and now I know, like, this is the one I did earlier in the session. Let me get rid of that. Account research, there's probably an old. In fact, I know there's an old. Oh, look at that. Account research, it's old. Get rid of it, because I don't want to have a bunch of conflicting accounts. Oh, account research, March 22nd. Get rid of it. Oh, look, account research, boo, get rid of it. All right, cool. Now I have one definitive source of truth updated account research document that has everything that we just did, everything from the previous sessions and all the updates that we just made.

58:49That's it. Easy, right? Simple, crispy, right? Well, it's not simple for me, but it hopefully will be simple for you. So go to the show notes, download those docs, load them up into your LLM of choice, ask it to explain them to you, tell it what you want to change, have it update the documents, and then go book some meetings, my friends. Peace be with you. Adios. Out. I got to go be an AI bro and turn my left arm into a robot arm so that I can do more prospecting. Bye.

59:44We'll see you next time. multithread to them. We built a full multithreading playbook powered by Align. It's free in the show notes.

59:52Alex Murphy: Today's show is brought to you by Pipedrive's easy to use and customizable CRM with built-in meeting intelligence. My favorite discovery question is the multiple choice question, which sounds like typically when I'm talking with folks like you, they're focused on A, B, or C. Which is it for you? Now, A, B, and C have to be problems that you can solve because that's how you steer the conversation in the direction of places you can help them. Now, Pipedrive's built-in meeting intelligence helps you focus on your follow-up question, not on scrambling to take live notes. And we built a full discovery toolkit with them free in the 30MPC closers hub.

1:00:23Alex Murphy: There's a link in the show notes. Today's show is brought to you by Outreach, the agentic AI platform for driving execution across every stage of your deal. Great sellers drive velocity at every stage of their sale. And one thing that's worked well for me is assigning redline deadlines to my prospects when we kick off vendor review. Even artificial micro deadlines for things like first cut of Redlines and Security Review helps my prospects get their internal team moving. We built a guide on how to help you drive six and seven figure deals with our friends at Outreach. Get it free in the show notes.