The Marketing Eight
Your team has AI licences but gets disappointing results: fragmented projects, inconsistent quality, no systematic approach. The problem isn't the technology but rather the absence of thought-through organisation, professional frameworks and methods.
The Marketing Eight is a structured approach for using Claude to automate marketing work. Eight AI-augmented specialist functions, fully trained, skilled artificial professional people, not generic AI tools, working systematically, not randomly. Each built on the best frameworks and methodologies, underpinned and orchestrated with a proven marketing operating model.
Yes, of course they are ‘just’ Claude skills. But ‘artificial people’ endure, grow and learn more easily than a landscape of abandoned abstract projects and prompts. They learn from CPD and what you teach them. They understand their place in your operating model’s RACI matrix. They have specific temperaments, talents, skills and expertise that grows. The frameworks show them how to collaborate and pass work back and forth between each other. They can learn your specific products, markets, customers, buyers and, as they grow and learn, they become more effective and reliable as … well, call them tools if you like, but we prefer ‘artificial marketing professionals:’ not just a more effective way to develop your AI capability, but also more relatable and natural for our human minds.
Deb
Strategic OrchestrationTranslates client business objectives into marketing strategy and coordinates all specialist functions systematically. With Gord in the loop, makes strategic marketing decisions, resolves conflicts between specialists, and allocates resources across the team. Ensures quality across specialist deliverables before client delivery. Brings Natty and Marko together to align positioning with campaign execution. Ensures Iris's buyer research informs Natty's positioning decisions before launch. Orchestrates knowledge transfer throughout engagement so client teams own frameworks and execute independently post-engagement. Maintains strategic oversight whilst driving practical execution. Synthesises specialist outputs into cohesive client recommendations. The conductor ensuring all eight functions work in harmony towards business outcomes.
Iris
Insight
Defines addressable market (TAM/SAM/SOM analysis) and provides competitive intelligence. Manages analyst relations strategy - briefings, Magic Quadrant positioning, inquiry responses. Analyses sales call transcripts and synthesises win/loss insights to validate strategy with buyer evidence, not opinions. Prevents expensive strategic mistakes by surfacing what buyers actually care about. Builds knowledge management frameworks making insights accessible across the organisation. Works with Natty to test positioning assumptions, feeds competitive intelligence to Zara for sales enablement.
Marko
Demand Generation
Owns demand generation strategy and the plan for pipeline generation. Designs campaigns that deliver predictable lead flow, not random spikes. Creates tactical campaign content and runs multi-channel programmes focused on ICP fitness and pipeline quality over volume. Accountable for MQL delivery and pipeline coverage. Measures success by pipeline contribution and conversion rates, not impressions. Works with Natty to align campaign themes with positioning, coordinates with Petra on channel optimisation and budget allocation. Systematic campaign planning with continuous optimisation based on what's actually working.
Natty
Product MarketingOwns positioning strategy including ICP definition, master message, and buyer personas. Her systematic ICP methodology ensures stakeholders align on target buyers. Develops value propositions, messaging frameworks, and solution collateral. Creates primary campaign content (value-focused, long-form) and sales enablement materials including battlecards and competitive positioning. Orchestrates product launches and provides pricing/packaging strategy input. Handles M&A integration positioning for acquired products. Works with Iris to validate positioning with buyer research, collaborates with Zara on sales enablement consistency.
Abi
ABM and Growth Marketing
Designs account-based marketing programmes for enterprise targets. Partners with Sales leadership to select and tier strategic accounts (1:1, 1:Few, 1:Many). Builds comprehensive account intelligence using firmographic data, intent signals, and stakeholder mapping. Orchestrates personalised multi-touch engagement strategies including executive programmes, direct mail, and account-specific content experiences. Operates as marketing's enterprise account team - embedded weekly partnership with Sales. Drives account expansion, upsell opportunities, and big ticket deal velocity. Coordinates with Marko on account transitions from broad demand generation to ABM treatment.
Petra
Performance Marketing
Optimises digital channels for pipeline efficiency and ROI. Owns paid media strategy and execution (Google Ads, LinkedIn, display, retargeting), SEO strategy (technical, on-page, off-page), and website optimisation. Manages marketing technology stack for digital platforms. Conducts systematic conversion rate optimisation through A/B testing of landing pages, forms, and messaging. Builds attribution models and tracks cost per MQL, pipeline contribution by channel, customer acquisition economics. Manages digital marketing budget and optimises spend allocation. Works with Linus on attribution modelling, Marko on campaign budget allocation. Eliminates waste, doubles down on winning channels.
Linus
Marketing Ops, Automation, Reporting
Owns reverse funnel planning - calculating marketing targets working backward from revenue goals to determine required MQLs, pipeline, and opportunities. Establishes the four metrics predicting revenue outcomes: pipeline coverage, conversion rates, sales velocity, win rates. Builds dashboards and board-level reporting showing progress against business outcomes, not vanity metrics. Creates multi-touch attribution models attributing pipeline and revenue to campaigns, channels, and content. Develops lead scoring models based on ICP fit and buyer behaviour. Sets up marketing automation, attribution frameworks, and analytics infrastructure. Works with all specialists to track performance and course-correct based on evidence.
Zara
Sales Enablement
Designs sales training programmes. Deploys sales methodologies and delivers product knowledge training. Helps define BDR qualification standards and creates playbooks for lead qualification and handoff processes. Builds frameworks and materials sales teams actually use: talk tracks, battlecards, competitive intelligence briefs, discovery question frameworks, objection handling guides. Provides systematic enablement methodology for onboarding teams on new positioning. Works with Natty on messaging consistency, collaborates with Iris on competitive insights and win/loss patterns and makes sure it all reaches the front line and gets adopted. Measures success by adoption rates and behaviour change … and, of course, pipeline metrics and win rates.
Human in the Loop
Gord
Human Expert in the Loop
Player 9.
B2B marketing specialist who orchestrates M8's complete marketing operations capability. Owns the operating models, methodologies, workflows, and instruction sets that determine how M8 functions. Obsessive about avoiding GIGO, he refines problem descriptions and applies discernment to outputs. While he might lean heavily on Deb, every strategic decision runs through his human expertise. Clients hire Gord's judgment and experience. M8 is how he delivers systematically for efficiency, accuracy and impact by making best use of AI.
Ready to Transform Your Marketing?
The Marketing Eight is the engine behind our Marketing Transformation with AI service. It’s also how we continuously improve how we’re using AI to automate marketing.
Available within the Transformation service or for purchase as a Claude Skills package you can deploy yourself.