Snowball Consult

Building AI Agents for Clean CRM Data Classification

Apple

Pitch

Andreas Wernicke

Building GTM Systems for Series A to C

Create AI agents that accurately generate account data classification into deterministic outputs

Classification AI Agent Build

Design structured data flows that transform messy prospect data into actionable CRM insights

JSON Agent Design

Integrate classification agents with Salesforce and HubSpot to enable precise market segmentation

Connect AI to Revenue

The Problem: Scaling organizational expertise with generative AI&nbsp;captures the basics but misses the distinctive thinking patterns and cultural fingerprint that differentiate your organization. The Solution: Capture, automate and reimagine your distinctive methodology with agentic systems using frameworks emerging from years of strategic consulting and building AI tools for Fortune 500 companies and think tanks. We provide the strategic insight and hands-on capabilities to integrate generative AI strategically—in a way that preserves your competitive advantage while unlocking new dimensions of interactivity and personalization. Effective AI integration requires new collaboration frameworks between domain experts and technical teams — we teach you how to bridge this gap so expert knowledge translates into reliable, personalized AI outputs. You will master the frameworks we have been applying for half a decade for global consultancies and companies, walking away with a repeatable blueprint for scaling generative AI across the enterprise. Atop the theoretical bedrock, we bring heavy focus on hands-on practice doing unglamorous but essential work for mastering generative tool deployment: data plumbing, iterative evaluation and stress-testing, collaborative prompt design and de-risking roll-outs through phased deployment. This is not just a course. This is a commitment of experts with a decade of combined experience to transform your workflows and multiply your organization's output.- Unlimited one-on-one consultation opportunities during the course- Proprietary chatbots trained on the learning content- A resource hub 3 years in the making- Takeaway: The extent of your learning is bordered only by the time you are willing to commit.

Transform Your Organization's Expertise Into AI-Powered Competitive Advantage

Course syllabus

Synchronous zoom lecture on Tuesday, focusing on the conceptual backbone of AI agent functionality and applications. Recordings of class will be available soon after its completion.

Tuesday

An async walkthrough will guide you in building functional prototypes of AI Agents. You will get to shape the project deliverable. Lecturers will be available by email, during office hours and via one-on-one sessions throughout the week for questions and support.

Weekly projects (async)

Optional office hours where you can ask questions and receive personal guidance on developing your AI applications.

Tuesday & Thursday

Schedule 1:1 coaching time with instructors for individualized help with your hands-on projects, privately thinking through a use-case, or whatever else you need.

1:1 Coaching

Course schedule

Executive Leaders who need to scale organizational capabilities with AI while preserving competitive differentiation

Project/Product Managers leading cross-functional AI integration initiatives bridging domain expertise with technical implementation

Domain Specialists who want to enhance their analytical workflow through custom AI applications without having to code

Who is this course for

What you’ll get out of this course

Master the end-to-end methodology from initial requirements to production launch, including risk assessment, phased implementation, and organizational adoption strategies that minimize disruption while maximizing competitive advantage

Strategic AI Integration Frameworks

Transform unstructured institutional knowledge like meeting transcripts, reports, and backlogs into agentic systems that prevent your expertise from walking out the door with the next turnover

Culture Capture From Unstructured Data

Design and implement human-in-the-loop evaluation systems and testing methodologies that ensure trust, relevance, and reliability

Quality Assurance and Evaluation Frameworks

Navigate technical tradeoffs across compliance, latency, and cost vectors while managing non-technical stakeholders through AI development cycles and scope definition

Strategic Decision-Making and Project Management

Update your awareness with strategic foresight and thorough ecosystem analysis of AI affordances in specific industries, domains and modalities, enabling informed investment decisions and long-term positioning

AI Ecosystem Intelligence and Future Planning

Automate and amplify institutional knowledge through AI agents that embody your cultural DNA

Lev Gorelov

Jeremy Kirshbaum

Cohort 14

Cohort 15

If you’re already dabbling with AI but still feel like you’re doing most of the heavy lifting, this course is your next step. Over four weeks, you'll build a team of AI collaborators—each trained for a specific role in your marketing process. From content creation and campaign reporting to audience insights and partner marketing, your AI teammates will help you move faster, work smarter, and deliver stronger results. This isn’t about learning a few new prompts. It’s about designing and training custom AI models that understand your goals, workflows, and brand—and can be used again and again to scale your efforts without sacrificing quality. What makes this course different? Led by Natalie Lambert—a former industry analyst, two-time CMO, and Google’s first Applied AI for Marketing Executive—this course is built on real-world experience helping marketing teams apply AI to get measurable results. At Google, Natalie helped teams identify the right tools and use cases. Now, she brings that same clarity and structure to help you build an AI marketing team that saves you time, improves your output, and increases your impact. You don’t need a technical background. You need a marketing workflow—and we’ll build one powered by AI that works for you. Over four weeks, you'll attend four live sessions, where you’ll: 1) Master prompting best practices for marketingLearn how to craft prompts that generate high-quality, on-brand outputs—consistently. You’ll build a set of reliable prompts that improve your writing, surface insights from data, and support clearer communication across channels. 2) Create task-based AI teammatesBuild lightweight AI assistants to handle recurring or time-consuming tasks—like summarizing research, generating campaign reports, or condensing meeting notes. These teammates won’t just save you time; they’ll keep you focused on the work that actually needs your input. 3) Build function-specific AI teammatesDesign and train AI models to take on high-impact marketing tasks—such as drafting web copy, optimizing ad campaigns, preparing executive updates, or creating partner briefs. Each “teammate” will be tailored to your brand’s style and strategic goals, so they can work alongside you to scale your efforts with consistency and quality. 4) Design perspective-based AI teammatesDevelop AI-powered personas that represent your target audiences (varied by industry, company size, and more), partners, analysts, or internal stakeholders. These models will act as sounding boards—testing campaign ideas, providing feedback, and helping you shape initiatives that resonate. Once built, they can be reused to validate future campaigns before they launch. 5) Learn the rules, risks, and responsibilities of using AI in marketingGet practical guidance on using AI responsibly. You’ll learn about copyright considerations, disclosure practices, and the risks of publishing inaccurate or misleading outputs—along with where AI can be most effective and where human input is still essential. By the end of this course, you will: 1) Build a team of personalized AI collaborators—each trained for a specific role in your marketing workflow. 2) Create higher-quality outputs faster, by delegating repeatable tasks to your custom AI teammates. 3) Learn how to prompt, guide, and refine AI to get consistent, on-brand results. 4) Understand the ethical and practical risks of using AI in content—and how to avoid them. 5) Earn a LinkedIn-ready certification to showcase your skills and strategic know-how. Unlike other AI courses, this one isn’t just about using tools—it’s about building a scalable marketing system powered by AI, designed around how you work. It’s practical, repeatable, and immediately applicable. And because it’s often eligible for employer reimbursement through professional development programs, it’s a smart investment in your growth.

Build your AI marketing team to automate tasks, elevate content & amplify impact

From October 17th to November 7th.

Fridays

Optional weekly office hours to ask any questions you have about the material or AI projects you are working on.

Office hours

Session assignments that allow you to practice what you learned as well as build AI teammates that help you&nbsp;produce higher-quality content, faster and more consistently.

Weekly assignments

Course Schedule

Marketing professionals looking to automate workflows across content, campaigns, analytics, and more—freeing up time for higher-value work.

Entrepreneurs &amp; small business owners who want to scale marketing without adding headcount.

Anyone in content-heavy roles from comms teams to campaign and content marketers—who want AI teammates that actually help get work done.

Understand how AI can support—not replace—your marketing process. You’ll learn its strengths and limitations, when to lean on it, and when to step in, so you can use it with confidence, clarity, and control.

The must-know foundations of AI-assisted writing

Master the art of prompting and model training to get outputs that aren’t just faster, but sharper. You’ll build reusable templates and AI teammates that reflect your brand, audience, and communication goals—saving you time while improving results.

A system for working smarter across content, campaigns, and analytics

You’ll create different types of AI teammates—from content creators to data analysts. These aren’t one-off demos. You’ll walk away with a functioning, repeatable system that supports your marketing long-term.

Hands-on experience building your AI marketing team

Your AI teammates will be trained using your own data, goals, and preferences—so they can assist with real tasks like drafting content, analyzing campaign performance, summarizing research, or preparing executive updates. Once built, they’re yours to keep and refine over time.

Custom AI models and automations, built around your real workflow

You’ll earn an AI for Marketing certification to share on LinkedIn or add to your resume—demonstrating your ability to strategically apply AI to everyday writing challenges.

A certification to showcase your skills and boost your career

Build AI automations that write, analyze, and execute—helping you move faster, work smarter, and deliver bigger results.

Natalie Lambert

AI Entrepreneur & Speaker, Former Applied AI for Marketing at Google, 2x B2B CMO

August 2025

Oct-Nov2025

Shape your AI marketing journey through live experimentation. This dynamic course adapts weekly based on student votes, ensuring you learn exactly what you need to build AI agents that transform your work.

Experiment with Cutting-Edge AI Marketing Agents in Real-Time

Weekly 90-minute interactive workshops featuring hands-on AI tool demonstrations, real-world projects, and personalized feedback. Join industry experts every Friday to master visual AI techniques in real-time.

LIVE Session Every Friday

Apply what you learn immediately with guided assignments that build a professional portfolio of AI-generated visual content. Share your work for personalized instructor feedback and showcase your progress in our dedicated community hub.

Weekly projects

Marketing Directors &amp; Team Leaders Leading multiple initiatives while seeking AI agents to multiply team output.

Content &amp; Brand Strategists Crafting narratives at scale. Want to experiment with AI agents that maintain brand voice.

Agency Owners and Freelancers Serving multiple clients and needing leverage. Ready to build AI agent systems that deliver more value.

Create autonomous agents for tasks such as lead research, scoring, and outreach while you watch. Each session features hands-on building where you'll construct actual working systems based on the challenges you choose.

Build Real AI Marketing Agents Through Live Experimentation

Build custom AI assistants for whatever challenges you face. Need help with outreach? Content ideas? Campaign analysis? Create the exact AI support system that fits your workflow.

Design Your Perfect AI Marketing Team

Go from "wouldn't it be cool if..." to "here's my working AI assistant" through hands-on practice. Test ideas, get instant feedback, and leave each session with something you can use immediately.

Turn Ideas into Real Marketing Solutions

Vote on which marketing challenges we solve each week. Previous groups have tackled everything from automating LinkedIn outreach to creating content calendars—your needs shape every session.

You Choose What We Build

Move Beyond the Basics & Master Advanced Agentic AI for Marketing

Lisa Peyton

Senior AI & Experiential Marketing Strategist and Professor

Spring 2025

Fall 2025

1. The AI Shift: We will map the landscape of today’s AI players, trends, and what “Agentic AI” really means for your industry. 2. Agents vs. Apps: We will review the difference between chatbots, copilots, and truly agentic systems — and why it matters. 3. Building Your First Agent: You will be guided through a hands-on creation of a mini-AI app using no-code tools like Opal, Zapier/n8n, or Claude Artifacts. 4. From Tasks to Workflows: You will learn how to design agents that don’t just answer questions, but&nbsp;act, connect systems, and automate multi-step processes. 5. Troubleshooting &amp; Iteration: We will review common mistakes, debugging strategies, and how to refine your agents for reliability and impact. 6. Scaling with Agents: We will outline how to shift your AI use from personal productivity to team workflows — and future-proofing your role as AI reshapes work.

Topics we will cover

Sundays

Time commitment

Mid-level Managers &amp; Team Leads: Use AI to streamline workflows, boost team output, and stay indispensable at work.

Consultants &amp; Analysts: Leverage AI to research faster, craft insights, and deliver sharper client-ready strategies.

Founders &amp; Entrepreneurs: Apply AI to build leaner, move faster, and outpace competitors with fewer resources.

Cut through the noise — learn which AI platforms, players, and trends actually matter for business professionals, and map 2–3 use cases directly to your role or industry.

Master the AI Landscape

Go hands-on with no-code tools like Google Opal, Zapier/n8n, and Claude Artifacts. By the end of Session 2, you’ll have built and shared your own working AI mini-app.

Build Your First AI Agent

Move beyond single prompts — design agents that can plan, act, and connect across multiple systems to handle research, reporting, client comms, and more.

Automate Complex Workflows

Learn debugging strategies, iteration cycles, and best practices for refining your AI builds so they’re reliable, accurate, and ready for real-world use.

Troubleshoot & Iterate Like a Pro

Develop the confidence and frameworks to lead your team in adopting AI responsibly — positioning yourself as a forward-thinking professional who can adapt as AI reshapes work.

Future-Proof Your Career

AI is reshaping every industry. Adapt or risk falling behind. This course gives you the tools to stay relevant and lead the change.

Lightning Lessons

Building AI Agents for Clean CRM Data Classification