Online course: AI for audience research and social listening
Build your own AI-powered scraper to reveal what your buyers want.
Instructor: Lucy Woolfenden (with Ronan O’Duffy)
From The Scale Up Collective
Your buyers are already telling you what matters – in LinkedIn threads, Reddit posts, G2 reviews, and sales calls. This workshop shows you how to tap into that live feedback, use AI to surface insight at scale, and turn it into sharp messaging, content, and campaigns.
No big research budget. No long survey timelines. Just a faster, smarter way to stay close to what drives conversions.
- Learn how to identify jobs to be done, pain points, and audiences using real buyer language
- Use AI tools to transcribe and analyse interviews and online reviews
- Build and run your own Google Colab scraper to pull reviews from competitor listings
- Write smart Claude prompts to analyse buyer language, quantify pain points, and find unmet needs
- Set up a repeatable Claude project to structure insights and spot themes
- Avoid common AI prompting pitfalls. We’ll show you what works and what to skip.
- Leave with a working Claude > Colab workflow you can use straight away
Black Friday offer: 25% off, already applied. A year of CXL, this course included.
From CXL, trusted by 90,000+ marketers at companies like these:
Your buyers are already telling you what they want. You just haven’t been listening at scale yet.
This course is a tactical deep dive into how to use AI to surface unfiltered buyer insights. Fast. You’ll learn how to scan social chatter, scrape reviews, and decode conversations at scale. No panels. No surveys. Just raw, real-time data.
It’s not theory. It’s workflows, tools, and prompts you’ll put to work the next day.
Black Friday offer: 25% off, already applied. A year of CXL, this course included.
Part 01: Building marketing on evidence
Marketing is often built on assumptions, without supporting evidence. Customer conversations reveal the real “why” behind decisions, and why guessing shouldn’t be an option any more.
- Why traditional research leaves gaps
- Where your audience’s conversations are taking place
- How insights shift fast, and why timing matters
Part 02: How to build your own AI scraper
AI is changing how marketers approach audience research. Build a scraper that allows you to source and process large volumes of voice-of-customer data insights to base your marketing on.
- Find the online spaces where your audience discusses products
- Scrape conversations into clean datasets
- Use AI frameworks like Jobs-to-be-Done to analyze thousands of posts fast
- Verify results so you can trust your insights
- Turn findings into sharper messaging, campaigns, and product decisions
Part 03: Turning insights into action
Apply insights to campaigns, sales enablement, onboarding flows, and product improvements.
- Where audience insights drive the most impact in growth
- How to share findings with leadership and product teams
- Building a repeatable, lightweight research habit
Marketing Engineer: eight-week cohort, starts 11 January
Live Tuesdays, 3 PM UTC, to 9 March. With Diane Wiredu, Ann Smarty, Tyler Durman and Nick Christensen. Included in the annual plan.
This is what marketers said after our live workshops and courses
B2B eCommerce platform
Sales signed off the target in writing before the brief passed Gate 1. Five review rounds took the drafts to 87% and 96%.
Campaign engine
Co-Founder, Feral MKT
“That alone used to take me a whole day working in AI-assisted mode (more days without AI), since I had to write all the copy from scratch because I didn’t like what Claude used to give me. This time it took me about an hour.”
Campaign engine
Fractional CMO & GTM Strategist
“I fixed the site and Crunchbase last week and reran Build 1 this morning with the same questions, tools and judge. Accuracy went from 53% to 71%, and wrong answers went from three to none.”
AI visibility tracker
Social club for people 60+, pre-launch
A paid first dinner, to test whether older adults will pay for it themselves. All four channels reached ship after 9 fixes.
Campaign engine
Senior copywriter, elective healthcare agency
“I was really impressed with how it handled the copy, including adding a medical compliance check due to the industry I work in … I loved all of the quality checks and scoring, since I usually do that type of QA work manually.”
Campaign engine
Clinic management software
A campaign to win 50 demo or trial requests in 7 weeks: five channels, all drafted and through Gate 2.
Campaign engine
E-commerce & Brand Strategist
“I built a visual plugin on top of your Marketing Brain, two actually: Visual Brain for the brand’s visual direction and Product Visual for product image storyboards … I put my own brand through it and it already gives me something I can work with.”
Own plugins on Marketing Brain
AI-Forward Marketing Executive
“I was in your workshop 12 hours ago. I already have a workflow live… I feel like a freaking WIZARD!”
Last cohort
Fractional CMO practice, launching
Tested a new fractional CMO offer on her own website, using public data only.
Marketing Brain
Marketing Communications Manager, TXI
“Connecting my systems made the biggest difference. Pulling deals straight from our HubSpot CRM, plus Semrush data on our content, gave the ICP and the messaging real evidence instead of guesses.”
Marketing Brain
Director of Messaging
“Being able to identify valuable work to be done, build a workflow/agent to do it effectively and consistently, and deploy it across my team will be a skill that sets my team and I apart within the org.”
Workflows
Marketing agency for health clinics
Ran the brand book through it: every claim about the buyer came back tagged hypothesis or blank.
Marketing Brain
Content Strategist
“This course got me to take writing instructions seriously and tailor them to how I work. Before, I was mostly just chatting with AI. Now I’m trying to build actual workflows.”
Workflows
Founder, Mesh Creative Studios
“Biggest learning: the review forced me to stop claiming things I hadn’t proven yet.”
Campaign engine
Here is what other marketers said
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