Automating recurring marketing workflows, tool integrations, SOPs, and agentic execution

Went through the Spotlight announcements this morning. Writing up what seems to matter and what I think is oversold, in case it saves someone the time

Context on me: I work on HubSpot portals for a living, based in Australia, mostly 50 to 500 staff B2B.

The theme this year is "growth context". The pitch is that your data records what happened and context explains why, and that most portals have the first and none of the second.

What I think genuinely matters:

Context Home. The most boring announcement and probably the most consequential. Most portals carry an auto generated description of the business that nobody has read or corrected, and every AI output in the portal is built on top of it. If yours is wrong or three years stale, that is why your AI output has been disappointing. Read yours before you touch anything else.

Agent Builder triggers. Workflows can now start from Slack, a Google Sheet, a webhook or a schedule. If you pay for Make or n8n mainly to get scheduled triggers, that subscription is worth auditing now. There is also a one click migration from a legacy workflow to an agentic one, which I am sceptical of until I have broken one.

Marketing Studio 2.0. HubSpot said openly that the 2024 version was hard to navigate and that its AI ignored brand context. It now reads brand identity, ICP and past campaign performance from the portal. Which means output quality is set by how well those fields are filled in, and in most portals they are not.

What I would not rush: HubSpot Work. AI first workspace, projects and docs and tables on live CRM data, aimed at ClickUp and Asana and Notion. Private beta, and it will be paid. Interesting, but moving a team's project management onto a private beta is a bad trade.

The nurture agent. It rewrites subject line, body and call to action per person at send time, on top of your existing workflows. Powerful, and it means you can no longer see what a given person received by opening the email. If you run support, sort that out first. Unclear to me: Pricing on most of it. Whether the agents are gated by tier in a way that hurts smaller portals.

APAC availability and timing, which historically runs well behind the keynote. If you are in Australia or New Zealand, do not plan a quarter around a date announced in Boston.

The Breeze name is also being retired. Breeze Assistant keeps it, everything else drops the prefix.

Mostly cosmetic, but worth a pass over any internal documentation you wrote in the last two years. One Australian specific: agents that read and rewrite customer communications sit inside the Privacy Act changes due 10 December, so that is a conversation worth having early rather than late. We costed the existing agents in Australian dollars a while back and the method still applies to the new ones, happy to link if useful. Disclosure, that is our own site.

Anyone had hands on any of this yet? Particularly interested in whether the workflow migration is real.

Things I wish I knew about AI when I started using it for marketing #1

I thought learning AI meant learning tools.

It took me a while to realise that wasn’t the hard part.

The hard part was learning how to think with AI.

When I first started using AI for marketing, I would give it a prompt, get an answer, and think:

Okay… this is useful.

But the more I used it, the more I realised something:

The quality of the output is often a reflection of the quality of the thinking behind the prompt.

If I ask:

Give me 10 campaign ideas for this brand.

I’ll get 10 campaign ideas.

But if I first give it:

→ the brand positioning
→ the target audience
→ the campaign objective
→ what we’ve already tried
→ the consumer insight
→ the tone of voice
→ the constraints

the conversation completely changes.

Now I’m not asking AI to think instead of me.

I’m giving it enough context to think with me.

That’s when AI became genuinely useful in my workflow.

Today, I use AI to:

• get through the first draft faster
• challenge my ideas
• explore different angles
• organise messy thoughts
• research and synthesise information
• automate repetitive parts of my workflow

But I still make the decisions.

Because AI can give me 20 ideas.

My job is to know which 2 are actually worth pursuing.

That’s probably the biggest lesson I’ve learned so far:

Don’t focus on becoming better at using AI.

Focus on becoming better at thinking and then use AI to multiply that thinking.

#AI #Marketing #MarketingStrategy #AITools #FutureOfWork

GTM teams are being asked to personalize more, move faster, and scale campaigns, content, and account workflows without sacrificing quality. At the same time, enterprises are losing control of AI spend, burning through annual AI budgets in a matter of months and spending up to $500 million a month on uncapped AI.

Autonomous agents can deliver at the scale and quality enterprise teams need. But only if they run efficiently and are managed effectively.

Today, we’re launching major upgrades to WRITER built for that shift, helping GTM teams scale agentic workflows in production with greater cost-efficiency, quality, and control:

Palmyra X6, our latest flagship model, engineered to deliver frontier-level performance on agentic GTM workflows, at a fraction of the cost.

A faster, more reliable WRITER Agent that completes long-running, multi-step work faster and more efficiently across every model, including third-party ones.

New governance and reporting in AI Studio, so admins can see how WRITER Agent is being used, control spend, and match the right model to the right task.

Here's how i use AI to execute faster as a marketing professional


AI is not just one tool.

It's a collection of tools that can be integrated into your workflow to help you execute faster and more efficiently.

For brainstorming and strategy around my campaign ideas, content pillars, messaging angles, customer personas, or content calendars?

I use ChatGPT, Claude, or Gemini.

For research and insights
I use Perplexity.

It's great for pulling information from multiple sources, summarizing reports, and finding data points much faster than traditional search.

For designs
I use Canva AI most times…
I recently discovered Gamma and the secret to prompting right with ChatGPT for clean designs.
Midjourney is also a great option.

For presentations
I Use Gamma.

For automation
Zapier, Make, or n8n are great options.

With these I’m able to automate repetitive tasks so i spend less time on manual work and more time on high value activities.

The goal isn't to let AI do all the work.

The goal is to spend less time on execution and more time on thinking, creativity, strategy, and decision making.

That's how you win.

Which AI tool has become a regular part of your workflow lately?

The customer engagement industry is undergoing a once-in-a-generation shift, not from one platform to another, but from AI as a tool to AI as a true teammate.

I've stopped vibe coding.

Not coding with AI generally. The prompt-to-app weekend habit specifically.
I used to do it constantly. Replit. Lovable. Bolt. Every weekend a new app. Every other Tuesday a new internal tool.

Then I noticed something. None of them ever went anywhere.

Not because they didn't work. They worked fine. They were in the corner. They couldn't talk to my data. They couldn't talk to my business. They couldn't talk to the rest of the things I actually used. So they stayed where they were, and I stopped opening them.

The interesting work isn't generating an app from a prompt. That's the cheap part now. The interesting work is everything that lets a thing actually plug into your life. Auth. Data. Permissions. Memory. Context. Guardrails. The boring stuff that makes a tool useful instead of impressive.

But vibe coding wasn't a fad. It was a rehearsal.

It taught me what I could build. The skill stuck. What I build with it has changed.
I'm building things now that stay close to me. I know set up MCP servers for tools that I hate using. I write scripts that help me do SEO/AEO audits. They don't need to be a separate site that someone visits. Most of them aren't. They sit inside what I already use, doing one specific thing for me.

For a non-tech person, that's the bigger unlock. "I can build an app" was the headline but the actual story is more about how I see my software stack.

The whole vibe coding episode gave me the power to shape the software I work in.

The Jasper Slack Agent brings brand-aligned AI into your team’s everyday workflow.

Instead of jumping between Slack, docs, brand guidelines, and content tools, marketers can @mention Jasper right in their Slack channels and get content back in seconds.

Read more on setup steps and top use cases → https://lnkd.in/eFEw4xAs

Agents build pipeline, create content, and run campaigns so the marketer can set the strategy, own the results, and get back to making.

Two weeks ago I shared our journey to $300M ARR on stage at SaaStr Ai Annual 2026. Here's what I told the room about our growth:

We didn't follow a traditional SaaS playbook. We made a hard pivot when we saw the real opportunity: marketing teams at DTC brands were spending fortunes on traditional production agencies to produce video ads at scale. Social media has now become the largest distribution channel in the world, driving billions in direct sales and the tooling hadn't caught up.

So we rebuilt around that.

We have roughly 180 people on our team today, split in a way that often surprises people:
→ 80 engineers (software, ML, and prompt engineers)
→ 60 filmmakers and creative directors who write zero code

Those creatives are the reason we build things people actually want to use. AI models are only as good as the user experience. Without human intuition and aesthetic judgment stress-testing every template, you are just shipping raw research. Our creatives are the bridge between capability and commercial viability.

The next shift we are making is going fully agentic.

Marketing production is extremely repetitive. You study trends, decide what to make, create it, resize it for each channel, monitor performance, iterate. That loop should be automated. That is why we built Supercomputer, our autonomous AI agent for content creation and distribution at scale.

We are rolling out direct product integrations every day. By connecting Supercomputer natively to Meta Ads, YouTube, X, LinkedIn, Google Workspace, Notion, Slack, Discord, Telegram, and GitHub, we are giving brands an end-to-end agentic marketing department in a single, unified interface.

Thanks SaaStr Ai team for having me and Jason M. Lemkin for being Higgsfield supporter from day one!

A public operating system for how I work — Metrics, Analysis, Action. How I use AI, how to work with me, and how you can write your own portable context so you can move conversations across Claude, ChatGPT, Gemini, and any agent.