DTC1070: Claude Workflow and Conversion Funnel Support

Good morning,

Here’s what you’ll find in today’s DTC:

1️⃣ Learn how to build an automated workflow for CGC briefs using Claude Skills
2️⃣ Looking at the entire conversion funnel support ecosystem to drive a high-performing email program

You’re reading this newsletter along with new subscribers from: ZO Skin Health, Shine Drink, and Dint Putters. 👋

‍🤖 Turning One Prompt Into A Scalable System

Most DTC teams use AI like a search bar: ask a question, get an answer, move on. That approach leaves a lot of time on the table.

The shift that actually moves the needle is building systems rather than writing one-offs.

Anthropic's Claude Cowork lets you create Claude Skills: reusable workflows trained on your brand voice, your best-performing assets, and your actual processes.

Paired with a browser plugin that works inside your existing tools, it functions less like a chatbot and more like a collaborator who already knows your business.

Pilothouse has been using this to overhaul how they write creator briefs.

Here's the process:

1. Pull your 10 best CGC briefs. Choose the ones that gave creators everything they needed to nail execution.
2. Ask AI to analyze the pattern. What makes these instructions clear and actionable?
3. Build a Claude skill from your findings. Feed in any input (a competitor video breakdown, a rough concept, a client request) and get a brand-aligned brief that's 80-90% done.

The remaining 10-20% requires your judgment, your taste, and your client knowledge.

The learning curve is real. The process is token-heavy and requires time investment to learn the system.

The key is thinking about your workflow granularly. Any repeatable task you can name is a candidate for a Claude skill: brief writing, creative analysis, competitive research, report formatting.

The AI advantage lives in the systems built on top of the tool. Brands building those systems now are recovering hours every week.

‍🤔 Your Sales Dashboard Says Revenue Is Up. But What Did You Actually Keep?

Store dashboards show revenue, but not real profit. 💸

Your ads, payments, shipping, inventory, and accounting live in separate tools. ROAS can look healthy while margins shrink. Spreadsheets take time and go stale fast.

📊 Nummbas connects your store, ads, payments, shipping, and accounting into one financial command center. See profit, cash runway, product margin, ad performance, and hidden costs, all in one place.

Plus, Nummbas-FO lets you ask plain-English questions, like "Am I actually profitable?" or "Which ad channel is wasting cash?" and get answers right from your real numbers. 🎯

‍9 Flows, 20+ Emails: Building Your Conversion Funnel System

Most brands are running disconnected automations instead of a coordinated system that moves shoppers deeper into the funnel.

Jordan breaks down the full “conversion funnel support system” behind high-performing DTC email programs.

This TWBERP episode goes way deeper than browse abandon or checkout abandon. It maps the entire ecosystem: site abandon, category abandon, browse abandon, cart, checkout, back-in-stock, price drop, recommendations, and the underrated “funnel flusher.”

You’ll learn:

• Why lifecycle flows and funnel-support flows should be treated differently
• The logic behind site abandon vs. browse vs. category abandon
• Why recommendation flows should feel more like Amazon than branded campaigns
• How back-in-stock and price-drop flows quietly print revenue
• Why discount chaos wrecks customer experience and attribution

▶️ Watch on YouTube | 🎧 Listen on Spotify

‍ChatGPT automates ad feeds. Retailers can now connect product feeds to ChatGPT and generate hyper-relevant ads at scale. Read more →

Amazon launches Alexa for Shopping. Amazon's new personalized AI shopping assistant will be powered by Alexa+. Here’s what the shift means for your brand's visibility. Read more →

‍📥 Got a B2B Biz?

Join dozens of B2B companies finding demand-gen success through our niche community of 150k brand leaders and founders this year. Talk to our team to learn more.

Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

Please note that items in this newsletter marked with * contain sponsored content.