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Welcome back to The Agent GTM Newsletter where we share actionable tips, free AI tools, and market insights every Friday. |
Hey there,
These days, it feels like every week a new AI tool drops. If you’re working inside a company, your options are probably limited by IT and budget. That makes it even more important to know which tools are worth your time.
Today, we’ll look at two of the most common ways marketers are putting AI to work: Custom GPTs for on-demand, conversational help, and AI Agents for automated, multi-step workflows.
But first, I'd love to know what you want to see in future newsletters
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What is a Custom GPT?
A Custom GPT is still ChatGPT under the hood, but it’s been steered and trained with context and instructions to behave in a specific way. You can give it more context, more personality, and more guardrails than a regular chat session. The things you already use ChatGPT for—writing, brainstorming, summarizing—it can do better and more consistently, and can empower others within or outside your organization. You can train it on:
- Your company & product info – so it can answer questions with full context about your company and products (and you can update this as your company changes)
- Your brand voice – so it writes emails, newsletters, or landing pages like you would
- Templates and examples – so that it can create outputs in line with your ideal structure and style
- High-performing assets – so it can model winning campaign copy, subject lines, and CTAs
Then use it to:
- Act as your ideal persona so you can test messaging, validate product ideas, and role play
- Be your on-demand copywriting assistant for blogs, web pages, and emails
- Give anyone on your team a simple way to create on-brand, accurate marketing content
- ...and much more
For example, I have a GPT trained on how I want to communicate in meetings. I feed it a transcript of each meeting that I have, and it scores me and provides actionable recommedations.
What is an AI Agent?
An AI Agent is a predefined workflow powered by AI that runs through a series of steps to complete a task—often without you needing to initiate it. You can give it clear instructions, inputs, and connections to other tools, and it will execute the process automatically when triggered. The things you already do repeatedly—research, data gathering, content generation, routing information—it can do faster, on schedule, and without manual handoffs. You can design it to:
- Run on triggers from other tools (e.g., new CRM record, updated spreadsheet, completed form)
- Pull data from multiple sources, combine it, and generate an output
- Send results or take actions in other systems like Slack, HubSpot, or Google Drive
- Handle multi-step processes with decisions or branching logic
Then use it to:
- Check every new customer for case study potential and route qualified ones to marketing
- Monitor competitor activity and send key changes to sales enablement
- Turn raw sales call notes into summaries and distribute them to the right teams
- ...and much more
Want to brainstorm agent or custom GPT ideas? Schedule some time here and we can chat about them.
Catch you next week,
Shaalin
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