HubSpot publishes guide to building Claude skills for marketing teams

The article walks through a five-step creation process: write YAML front matter, write Markdown instructions in numbered third-person steps, add reference files for detailed guidance, add asset templates for output formatting, and optionally add scripts for deterministic operations. It emphasizes writing skill descriptions that trigger reliably using a "Use when" formula, listing trigger variants, adding "do NOT use" clauses, and testing with realistic prompts. Examples cover marketing (campaign briefs, content QA, UTM governance), sales (lead triage, discovery calls), and service (ticket routing, opportunity briefs).

HubSpot promotes its Claude Connector, which gives skills access to live CRM data across all HubSpot tiers with a paid Claude subscription. The piece also covers governance: admin scanning, named owners, version control, sandbox testing of community skills, and review cadences. It distinguishes building proprietary skills, installing trusted generic ones, and a hybrid approach.