How to Use Claude Cowork to Write More Personalized, Relevant and Timely Cadences with Jon Russo
A live walkthrough of how Clay, Claude Cowork, and real revenue data turn generic outbound into strategic account messaging.
I spend about 90% of my AI time in Claude Code. But recently, I was taking Pavilion’s AI in GTM course, and the instructor (Jon Russo) opened my eyes up to some awesome use cases for Claude Cowork. Instead of just prompting the model, he turned it into a workspace for messaging, personas, and sales intelligence. He even built some with it.
It immediately clicked, and I decided I need to explore Cowork more.
So I asked him to come on the show and break it down. Luckily, Jon Russo and I go back (a whole decade at this point), and he was more than happy to share the workflow.
This week’s Stack.
1 workflow: Build hyper-personalized outbound cadences using Clay + Claude Cowork
1 prompt: Generate a deep audience intelligence profile for any niche
1 tool: Build marketing automations faster with Zapier Copilot
3 resources: AI trends, Anthropic training, and Clay playbooks
3 jobs: AI growth, ABM, and portfolio marketing roles
Let’s go!
Workflow Walkthrough: Turn Prospect Data Into Hyper-Personalized Cadences
Most outbound still looks the same: generic sequences, shallow personalization, and a lot of ignored emails. In this episode, Jon Russo shows a smarter way.
Instead of writing outreach from scratch, he pipes real GTM data (we’re talking personas, call transcripts, objections, and competitive intel) into Claude Cowork. Then, Cowork gives us human‑sounding cadences built from the same insights your sales team already has.
Here’s what you’ll learn:
How Clay + Claude Cowork becomes a new kind of ABM engine
The folder structure Jon uses to turn messy GTM knowledge into usable AI context
How to generate sub‑100‑word cadences that still feel personal and relevant
Why Jon keeps a human‑in‑the‑loop before sending anything
If you’ve ever wondered how to turn AI from “content generator” into a real sales workflow, this episode is a great place to start.
Watch the full walkthrough here.
Prompt of the Week: Audience Intelligence Profile Generator
First off, this is not a ChatGPT prompt. This is a prompt for Claude Cowork.
If you deeply understand what your audience fears, wants, and believes, content gets dramatically easier. This prompt turns any niche into a structured audience intelligence report, revealing the segments, emotions, and triggers that drive follows, engagement, and revenue.
You are a senior social media strategist with 10+ years of experience building and scaling brands across B2B and B2C industries. Your specialty is translating audience psychology into content that drives measurable business outcomes.
Analyze the niche: [INSERT NICHE]
Deliver a structured Audience Intelligence Profile covering the following:
1. Audience Segmentation
Identify 2–3 distinct, high-value audience segments within this niche. For each, define:
- Demographics and psychographics
- Income/buying power level
- Where they spend time online (platforms, communities, content types)
2. Pain Points & Frustrations
For each segment, surface:
- Their top 3 functional frustrations (practical problems they can't solve)
- Their top 2 emotional frustrations (what keeps them up at night)
- The language and exact phrases they use to describe these problems
3. Emotional Triggers & Desires
- What do they secretly want to be, have, or feel?
- What do they fear most (losing status, wasting time, being judged, etc.)?
- What aspirational identity are they moving toward?
4. Content Consumption Habits
- Preferred formats (short video, carousels, long-form, etc.)
- Posting cadence and peak engagement windows
- The accounts and content styles they trust and follow
5. The Follow / Engage / Buy Triggers
- What makes them hit follow? (the promise your profile must make)
- What makes them comment or share? (the emotional or social currency)
- What makes them buy? (the specific belief that must be true before they convert)
6. Content Strategy Recommendations
Provide 5 high-performing content angles tailored to this audience, with a one-line rationale for why each will work.I’ve added this to my to my Library. Check it out for 65+ more prompts.
The Ultimate ChatGPT Prompt Library for Marketing Leaders
Tool of the Week: Build Automations Faster with Zapier Copilot
Automation is powerful… until building the workflow becomes the bottleneck.
Zapier Copilot fixes that.
Instead of manually wiring together triggers, actions, and apps, you simply describe the workflow you want to build. Copilot then generates the automation for you, recommends steps, and helps troubleshoot issues along the way.
For marketers, this means faster workflows (from routing leads to enriching data to triggering campaigns) without needing to think like an engineer.
Read more about it at https://zapier.com/blog/zapier-copilot-guide/#what
If you’re like me and you’re a builder, start building with Zapier agents using Copilot here: https://bit.ly/4rbN3mu
AI Resource Roundup
5 Key AI Events From the First 75 Days of 2026: A fast, well-curated breakdown of the biggest AI developments shaping the market right now. If you want to stay sharp on the macro trends influencing tools, funding, and adoption, this is a great pulse check.
Anthropic AI Learning Hub: Anthropic’s official training platform packed with tutorials, courses, and best practices for getting more out of Claude and AI workflows. This is a helpful starting point if you want to understand how to actually apply AI in day-to-day work.
8 Clay Plays Every Marketer Should Run (GTM Strategist by Maja Voje): A tactical playbook of high-impact Clay workflows for marketing teams. From enrichment to outbound personalization, it’s a great snapshot of how modern GTM teams are using Clay to drive smarter campaigns.
Hot AI Jobs 🔥
This week’s lineup spans growth marketing, ABM leadership, and AI product marketing at some of the most influential companies building the future of AI.
Growth, Digital Marketing at OpenAI
City / Remote: San Francisco, CA
Pay Range: $239K – $265K
AI ABM Manager at Scribe
City / Remote: San Francisco, CA (On-site)
Pay Range: $105K – $150K
AI Portfolio Marketing Manager at AMD
City / Remote: Santa Clara, CA (Hybrid)
Pay Range: $145.1K – $217.7K
Even if you’re not on the hunt, these job specs are a great pulse check on where AI marketing is headed.
That’s it for this week.
Time is absolutely flying. I guess that’s what happens when you’re having fun experimenting with AI and modern marketing workflows. Every week it feels like there’s a new tool, tactic, or playbook to test.
Here’s to stacking smarter workflows and scaling your pipeline.
Until next week,
Brandon