Simon Hawtin · B2B SaaS Marketing Director / Head of Marketing · London, UK
I use AI to increase productivity across target account research and reporting. Most recently, as Director of GTM at Arctic Shores, I built an AI-first outbound and inbound motion on Clay, HubSpot and Claude. This page covers what I built, what changed, and how I use AI in my own work.
At Arctic Shores I brought in AI capabilities via Clay and Claude for target account research. I built a target account list segmented by custom signals: which psychometric platform they use today (if any), whether they run an early careers programme, and which ATS they use.
These signals helped qualify opportunities and gave sales a better-prioritised outreach list.
I used Claude to pull reports directly from HubSpot through the MCP integration. Reporting got 10x faster.
The revenue team also got a deeper, regular view of what drives pipeline: velocity, deal size, conversion through deal stages, and where wins come from by business profile and source.
Discovery meetings booked doubled year on year in Q4 2025, from the AI-first outbound and inbound motion.
Arctic Shores highlightFaster reporting, from pulling HubSpot reports through Claude's MCP integration.
How I work with AIAI only earns its place if it changes meetings, reporting speed or account priority — not if it produces more slides. At Arctic Shores the test was simple: did discovery meetings and sales’ outreach list get better? They did — meetings booked doubled year on year in Q4 2025 from the AI-first motion.
I use Clay and Claude for research and signal-based lists, and Claude with HubSpot MCP for reporting that used to eat hours. The revenue team gets a clearer view of velocity, deal size and conversion. That sits inside a normal Marketing Director / Head of Marketing remit — see how I run demand gen with sales.
I use AI in my own job search too. Here is the guide I've shared with fellow job seekers: My Claude job-search system (PDF).
My website was built with AI too. Here is my step-by-step guide on how to do it: How I built my one-page website (PDF).
I'm a marketing leader who partners closely with sales. AI is one part of how I build the demand gen engine that feeds sales pipeline. It is not a separate specialism.
Useful public primers when a team is deciding where AI should sit in GTM — not vendor pitch decks.