At a glance

Planful’s marketing team runs ABM and outbound on UserGems. Since the UserGems MCP launched, they’ve been doing much of that work straight from Claude. They use it to build audiences, launch campaigns, train Gem-E Writing Agent, and check that their workflows run the way they should.

We asked them how they use it day to day. Here it is in their words.

  • Who: Planful’s marketing team
  • Uses UserGems for: ABM and outbound
  • What they do with the UserGems MCP: build and edit campaigns, train Gem-E Writing Agent, quality-check workflows
  • Result: faster campaign launches, 50+ customer stories added in bulk, and a campaign bug caught and fixed

Company

Industry
Business Intelligence
Company size
Mid-Market
HQ
Website
https://planful.com/

Planful makes financial planning and analysis (FP&A) software and has been a UserGems customer since 2021. To move upmarket, the team rebuilt its go-to-market around Gem-E as its AI command center. Gem-E pulls signals from six different systems into one priority score, so marketing, SDRs, and sales all work the same accounts with one coordinated story. In the first two months, that change generated over $1M in direct-source pipeline and got Planful to 104% of its pipeline target. Read the full story here.

Now Planful’s marketing team is taking it a step further and running those ABM programs straight from Claude.

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In their words

"We use UserGems for our ABM and outbound, and lately I've been using the UserGems MCP which lets me build, edit, audit these campaigns straight from Claude. It's been SO helpful!

I used it a lot for campaign creation, especially for our new ABM programs.

A few examples:

1. Picking cities for in-person events

For our events, we were trying to figure out which markets we should host in. So I had UserGems quickly spin up 7 audiences across 7 cities to see how many matching accounts and personas we had in each. That's how we decided where to go.

Then I had the UserGems MCP spin up these event campaigns using the new audiences it built, and Gem-E Writing Agent wrote the messaging tailored to each city. The time savings there were pretty remarkable.

2. Training our AI writer

I also used it to fine-tune the writing of Gem-E Writing Agent, which drafts our outbound messaging. Adding 50+ customer stories went a lot faster because I could bulk upload and refine them through the MCP instead of doing it manually.

3. Quality-checking our campaigns & workflows

The MCP even helps us quality-check our programs.

For example, we run a Customer Competitor campaign with UserGems, where we reach out to competitors of our customers and mention those customers by name. I'd have the MCP take an account in Salesforce and ask, "Is this account referenceable?" That way, I could make sure UserGems wasn't referencing a non-referenceable account.

I actually found a bug in one of our setups that way, and it's now been fixed. I probably wouldn't have caught that on my own.

This is one of the few AI products and features that I definitely got a lot of value out of."