Claude, the AI assistant made by Anthropic, is particularly good at three things sales teams need: reading long documents quickly, writing naturally in a given voice, and working through multi-step tasks. Used well, it turns hours of account research and drafting into minutes. Used badly, it produces confident emails full of invented facts. Here is the good version.
Set up a Project first
Create a Claude Project for each motion (for example, “Outbound — UK dental groups”). Add your offer one-pager, ideal customer profile, two or three case studies, approved objection answers, your tone of voice and your compliance rules (opt-out line, no savings promises without data). Write short instructions describing who you are writing to and what to avoid. Every chat in that Project then starts with the right context.
Research accounts in minutes
“Research [company] using their website and recent news. Tell me what they do, their size and locations, anything that changed recently, the likely priorities of a [role], and one specific reason we might help. Cite sources.” With web search turned on, Claude browses and links its sources — open them and check.
Write first lines from verified triggers
Good triggers: a new location, a hiring spree, a job post that reveals a gap (“office manager who will also handle IT”), a technology change, a funding round. Give Claude the verified trigger and ask for a 90-word email: trigger first, the problem similar companies have, one proof point, an interest-based question and an opt-out line.
Build the whole sequence
Ask for a three-week sequence where every touch adds something new: email, LinkedIn note (no pitch), a second-angle email, a call opener and voicemail under 30 seconds, a short case example, and a polite close. Paste the sequence into your outreach tool with suppression lists applied.
Prepare for calls and write proposals
- Before a call: “Give me five discovery questions and the three objections this prospect is most likely to raise.”
- After a call: paste your notes and ask for a summary email, CRM fields and a proposal outline with pricing options.
- For savings comparisons, upload the prospect’s current bill and your rate card, and ask Claude to show every calculation so you can check it.
Keep it safe and compliant
- Verify every fact about a prospect before sending.
- Follow CAN-SPAM, PECR, GDPR and your own suppression list exactly as you would for human-written email.
- Use a business plan with appropriate data controls and do not paste sensitive personal data.
- Review a sample of every batch before it goes out.
Go deeper with the free course Claude for Sales & Marketing Automation, and pair it with B2B Outbound: Cold Email, Calling & LinkedIn.