Most small businesses don’t have a dedicated sales rep or marketing coordinator. The owner runs the growth operation. And until now, that meant lead follow-up, CRM updates, and campaign tracking only happened when a spare moment opened up.
The Claude for Small Business plugin changes that. With the HubSpot connector for Claude, it can respond to inbound leads, log deals, update contacts, and track what’s working. Claude responds in your voice and by default, Claude waits for your approval before anything goes out. The result: a growth operation that takes the busywork off your plate so you can spend your time on the right task.
What’s new in Claude for Small Business
Claude for Small Business brings a ready-to-run set of AI skills and workflows directly into Claude. These run in Claude Cowork, the desktop app where Claude works directly with your files and connected tools, including HubSpot. Since first launching in May, it’s handled the operational work: cash flow, invoices, contracts, campaigns, and month-end close.
The new workflows extend Claude from running the back office to growing the business: finding and qualifying leads, responding to inbound in your voice, running campaigns, keeping your CRM current, and reporting on what’s actually working. The existing operational workflows got deeper too: bills can be read and coded straight from the inbox, timesheets staged into a payroll run, and recurring reports defined once and delivered on a schedule. And if something you need isn’t built in, Claude can build the connector or the custom skill itself.
As Kipp Bodnar, HubSpot’s Chief Marketing Officer, put it: “Small businesses don’t need more tools, they need more time, more leads, and more confidence that the work is moving the needle. With HubSpot in Claude for Small Business, every new lead gets answered, followed up, and logged to the CRM, so owners can focus on their customers instead of their operations.”
How it works with HubSpot
Two solutions work together to make this run: the HubSpot connector for Claude and the Claude for Small Business plugin.
The connector links Claude to HubSpot’s agentic customer platform, giving it access to your complete customer context, so it knows your business and what to do next. The connector also just shipped its biggest capability updates yet: full lead pipeline management, campaign attribution, marketing email creation and analytics, and conversations data.
The plugin builds directly on those updates. Install it in Claude Cowork and you get the full growth skill set — lead response, pipeline management, outreach, and CRM automation — running on only the HubSpot context you allow Claude to see.
What it does and what it looks like in your week
Because these skills run on your actual HubSpot pipeline, contacts, campaigns, and customer history, every action reflects your business, not a template.
Here’s what a typical week looks like:
Monday morning. /monday-brief pulls your HubSpot pipeline snapshot, your saved KPI reports, and your calendar into a single page. It lists what moved, what’s at risk, and the one thing that matters most this week.
A lead comes in at 9 PM Thursday. /speed-to-lead catches it, qualifies the inquiry against your criteria, drafts a reply with real available meeting times, and logs the contact to HubSpot. All before you’ve seen the notification.
You want to fill the pipeline. /grow-pipeline builds your ideal customer profile from the customers already in HubSpot, finds look-alike companies, writes personalized outreach in your voice, and logs every outreach to the CRM. Every send requires your approval before anything goes out.
A deal goes quiet. /crm-autopilot flags the gap, drafts a follow-up, and keeps the record current.
Friday afternoon. /growth-pulse preps your growth briefing for next week: sales by channel, campaign ROI, what customers are saying, and three growth actions worth taking. Everything you need going into Monday, without having to pull it together yourself.
Get started with Claude for Small Business
1. Install the Claude for Small Business plugin. Available on all paid Claude plans in the Claude Cowork desktop app.
Install the plugin →
2. Connect HubSpot, if you haven’t already. The plugin’s growth skills run on the HubSpot connector for Claude. Connecting it is what makes every output specific to your pipeline and customers.
Connect the HubSpot connector for Claude →
3. See it live. Join HubSpot and Anthropic on October 20th for a webinar on the Claude for Small Business plugin and what it unlocks with HubSpot.
Register for the webinar →