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Introduction to the Sales Brain
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Unlock the power of AI with Instantly
Find warm leads, scale email campaigns, reach primary inboxes, engage smarter and win more with AI.
Why Build a Sales Brain
Cold email tools are everywhere. AI writing assistants are everywhere. But most salespeople and founders use them the same way: open a tab, type a prompt, get an email, close the tab. No memory. No context. No compounding over time.
This course is about doing something fundamentally different. Instead of treating Claude as a one-off writing tool, you'll build what's called a Sales Brain — a persistent AI system that knows your company, understands your ideal customer, remembers your best-performing campaigns, and gets smarter every week you use it.
The Sales Brain lives inside Claude Projects, Anthropic's AI platform. Claude is an exceptionally capable model, and when you combine it with the structure of a project — memory, files, skills, and custom instructions — it starts to behave less like a chatbot and more like a senior sales colleague who has studied everything about your business.
The integration with Instantly is what gives this system its edge. Instantly handles email infrastructure at scale: unlimited sending accounts, automated warmup, campaign analytics, lead sourcing, and a centralized inbox. When you connect Claude to Instantly through an MCP (a direct API bridge), your AI can read live campaign data, create new campaigns, and update sequences without you ever leaving the conversation.
The result is an outbound system that runs campaigns, learns from results, and continuously improves — with Claude doing the analytical heavy lifting and Instantly handling distribution.
Throughout this course, you'll build this system step by step. You'll set up a Claude Project as your Sales Brain, add company knowledge as files, create custom skills for specific sales tasks, connect Instantly via MCP, and set up a weekly analytics workflow that keeps your campaigns optimizing automatically.
If terms like "MCP" or "skills" are unfamiliar right now, don't worry. Every concept is explained from first principles with practical demonstrations. The goal is for you to finish this course with a working Sales Brain for your own company or clients — not just theoretical knowledge about how one could work.
By the end, your Sales Brain will know more about your company's outbound performance than you can hold in your head. It will remember case studies, track what angles are working, and be ready to write highly targeted cold emails at any time, for any campaign, based on real data rather than generic AI defaults.
That's the promise of this course. Let's get started.
Video transcript
Hey, everyone, and welcome to this mini course about using Cloud with Instantly. It is a phenomenal combination. Obviously, if you're here, you've already heard of Instantly. You're probably, hopefully, as big of a fan as I am.
But Claude is a really, really good sidekick for Instantly. And what we're going to do in this mini course is we're going to build what I call a sales brain for our instantly sequences for our instantly campaigns, where we have all of the context in Claude, and we get access to all of the powerful models that Claude has to turn all of our sequences and all of our company knowledge, all of our company background into our sales brain and use that to optimize our campaigns and, in the end, get better performance out of our campaigns, which is, in the end, everything that we want. So I'm very excited to talk to you about Claude, about skills, about projects.
Now if all of that sounds a little bit intimidating for now, then don't worry. I'll explain everything. I'm very excited to teach you about this. Let's get started.
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