The 10x Launch System for Martech Teams: How to Start Every Claude Code Project for Faster Web Ops

Most martech teams start Claude Code projects wrong. They type claude into the terminal and freestyle prompt with no planning. Need a landing page? Just ask. Need tracking pixels installed? Just describe it. Need a form integration? Wing it.

This approach produces messy code, broken tracking, and integrations that fail silently. You ship something that looks right but doesn’t actually work. Then you spend hours debugging why conversions aren’t recording or why the CRM isn’t receiving leads.

After building dozens of marketing technology projects with Claude Code, one system makes every project 10x easier from day one. The 10x Launch System: Spec, Stack, Ship. Fifteen minutes of planning saves hours of broken implementations. Proper setup means Claude has the context to build marketing infrastructure correctly. Structured workflows keep your web ops productive.

TL;DR

The 10x Launch System has three phases. Spec: define your marketing goal and success metrics, create a project spec covering both marketing requirements and technical implementation. Stack: configure Claude Code with a seven-step checklist including your martech stack documentation, tracking requirements, and brand guidelines. Ship: use three workflows (general, campaign-based, multi-agent) to develop landing pages, integrations, and automation faster.

Key Takeaways

Two questions before building: What marketing outcome are you driving? What are your launch milestones?
Project specs combine marketing requirements (conversion goals, audience, messaging) and technical requirements (tracking, integrations, data flow)
The claude.md file stores your brand guidelines, tracking standards, and integration credentials
Four automated docs: architecture.md for your martech stack, changelog.md for what shipped, campaign-status.md for launch tracking, integration docs for each platform
Plugins and MCPs connect Claude Code to your analytics, CRM, email platform, and deployment tools
Three ship workflows: general (single pages), campaign-based (organized launches), multi-agent (parallel development)
Always validate tracking before considering anything “done”

Phase One: Spec Your Marketing Requirements

Speccing sounds like overhead when you need a landing page live by Friday. But 15 minutes of speccing saves the weekend debugging session when you discover tracking never worked.

Two Questions Before Building

Question 1: What marketing outcome are you driving?

Get specific about your goal. Are you capturing leads for sales? Driving trial signups? Promoting a webinar? Launching a product? Running a test to validate messaging?

Your answer changes everything about how you approach the build. It tells you what’s critical versus what you can skip.

If you’re running a quick messaging test, focus on the page and basic conversion tracking. Skip complex CRM integrations. Move fast. If you’re building the primary lead capture for a product launch, think about form validation, CRM field mapping, lead scoring triggers, and nurture sequence enrollment.

The clearer you are about the marketing outcome, the better Claude understands what to build and what corners it can cut.

Question 2: What are your launch milestones?

Break your project into clear phases. What does “ready for soft launch” look like? What does “ready for paid traffic” look like? What can wait for post-launch optimization?

Think in terms of MVP launch plus optimization phases:

MVP: Page live, core tracking working, form submitting to CRM
V2: A/B test variations, enhanced tracking events, retargeting pixels
V3: Personalization, dynamic content, advanced segmentation

Define what “done” looks like for each milestone. “Page is live” is not done. “Page is live, form submissions appearing in HubSpot with correct UTM attribution, conversion firing in Google Ads” is done.

Using AI to Help You Spec

Once you have your brainstorm, use AI to identify gaps. The key technique: tell AI to ask you questions.

Give Claude your campaign brief and prompt: “I’m building a landing page for this campaign. What are the five most important questions I need to answer before we start building?”

Claude asks clarifying questions that expose things you haven’t thought through:

What happens after form submission? Redirect? Thank you message? Email trigger?
Which fields are required for your CRM? Which are optional?
What conversion events need to fire? To which platforms?
Does this page need to work with existing retargeting audiences?
What’s the fallback if JavaScript fails?

Answering these questions before building prevents the “oh wait, we also need…” moments that derail timelines.

Action item: Before your next landing page project, write answers to both questions. What marketing outcome? What launch milestones? Share with your team before building starts.

The Project Spec for Martech

The main deliverable of the Spec phase is your project spec document. It has two parts: marketing requirements and technical requirements. This contains what Claude Code needs to build your marketing infrastructure correctly.

Marketing Requirements: The Campaign Context

Marketing requirements answer: Who is this for? What action do we want them to take? How do we measure success?

Include:

Target audience and traffic sources
Primary conversion action (form submit, demo request, purchase)
Secondary conversion actions (scroll depth, video play, PDF download)
Messaging requirements and value propositions
Brand guidelines and design constraints
Compliance requirements (GDPR consent, CCPA, industry regulations)

Be specific about the user flow. Don’t just say “users can submit the form.” Specify: What fields are required? What validation happens? What do they see after submission? Where does the data go? What triggers in your automation platform?

Technical Requirements: The Integration Context

While marketing requirements cover what you’re building, technical requirements cover how it connects to your stack.

The most important part: documenting your martech stack and how data flows between systems.

Your stack documentation should include:

Analytics platforms:

Google Analytics 4 property ID and measurement ID
Google Tag Manager container ID
Any additional analytics (Mixpanel, Amplitude, Heap)

Advertising platforms:

Google Ads conversion IDs and labels
Meta Pixel ID and conversion events
LinkedIn Insight Tag ID
Any other ad platform pixels

CRM and automation:

HubSpot portal ID and form embed codes
Salesforce org ID and web-to-lead configuration
Marketo munchkin code and form settings
Email platform API keys

Tracking requirements:

Required UTM parameters and naming conventions
Custom dimensions and events
Cross-domain tracking configuration
Cookie consent implementation

If you don’t document your stack, Claude injects placeholder values or makes assumptions. You end up with tracking that looks implemented but sends data nowhere.

One recommended martech web stack:

Hosting: Vercel (instant deploys, preview URLs for stakeholder review)
Framework: Next.js (React-based, good for dynamic content)
Styling: Tailwind CSS
Components: shadcn/ui
Forms: React Hook Form with Zod validation
Analytics: GA4 + GTM
CRM: HubSpot or Salesforce
Email: Customer.io or Klaviyo
Payments: Stripe
Consent: Cookiebot or OneTrust

Use whatever your team standardizes on. The point is being explicit so Claude uses the right tools.

Action item: Create a martech stack document with all your platform IDs, API keys, and integration requirements. Store it securely. Reference it in every project spec.

Phase Two: Stack Your Claude Code Configuration

The Stack phase configures Claude Code with everything it needs to build marketing infrastructure correctly. A seven-step checklist makes Claude an effective member of your web ops team.

Step 1: Set Up a GitHub Repo

Every landing page and campaign asset should live in version control. This isn’t optional for professional web ops.

GitHub repo enables:

Deploy previews: Stakeholders review pages before launch. Vercel generates preview URLs for every branch.
Rollback capability: Something breaks in production? Revert to the last working commit in seconds.
Collaboration: Multiple team members can work on different campaign pages simultaneously.
Audit trail: See who changed what and when. Essential for debugging tracking issues.
Issue tracking: Use GitHub issues to track campaign requests, bugs, and optimization tasks.

Ask Claude Code to use a new branch for each campaign or landing page. Merge to main only after stakeholder approval and QA.

Step 2: Create Your Environment Variable File

Your martech stack requires credentials. Create an .env file with:

# Analytics
GA4_MEASUREMENT_ID=G-XXXXXXXXXX
GTM_CONTAINER_ID=GTM-XXXXXXX

# Advertising
GOOGLE_ADS_CONVERSION_ID=AW-XXXXXXXXX
META_PIXEL_ID=XXXXXXXXXXXXXXX
LINKEDIN_PARTNER_ID=XXXXXXX

# CRM
HUBSPOT_PORTAL_ID=XXXXXXX
HUBSPOT_FORM_GUID=xxxxxxxx-xxxx-xxxx-xxxx-xxxxxxxxxxxx
SALESFORCE_ORG_ID=00DXXXXXXXXXXXXXXX

# Email
CUSTOMER_IO_SITE_ID=xxxxxxxxxxxxxxxx
CUSTOMER_IO_API_KEY=xxxxxxxxxxxxxxxx

# Other
STRIPE_PUBLISHABLE_KEY=pk_live_xxxxx
COOKIEBOT_ID=xxxxxxxx-xxxx-xxxx-xxxx-xxxxxxxxxxxx

Having credentials ready means Claude can implement real integrations, not placeholders you have to fix later.

Step 3: Set Up Your claude.md File

The claude.md file is your project’s memory for marketing context. It’s included in every Claude Code conversation. Keep it focused on information Claude absolutely needs.

What to include for martech projects:

Brand guidelines:

Primary and secondary colors (hex codes)
Typography (font families, sizes, weights)
Logo usage rules
Voice and tone guidelines
Do’s and don’ts for messaging

Tracking standards:

UTM parameter naming conventions
Required events for all pages (page_view, scroll_depth, etc.)
Conversion event naming patterns
Data layer structure requirements

Integration patterns:

How forms should submit to CRM
Required hidden fields (UTM capture, page URL, timestamp)
Thank you page or inline confirmation requirements
Email trigger patterns

Compliance requirements:

Cookie consent implementation requirements
GDPR data handling rules
Required legal copy and disclaimers
Accessibility standards (WCAG level)

Code standards:

Component library to use
CSS framework requirements
JavaScript patterns (vanilla, React, etc.)
Testing requirements before launch

Example claude.md section for tracking:

## Tracking Requirements

All landing pages must include:
- GA4 page_view event on load
- GTM container for all tracking (no hardcoded pixels)
- Scroll depth tracking at 25%, 50%, 75%, 90%
- Form submission event with form_name parameter
- UTM parameter capture in hidden form fields

Conversion events must fire:
- Google Ads conversion on form submission
- Meta standard event (Lead or CompleteRegistration)
- LinkedIn conversion on thank you page load

Never implement tracking outside GTM. All pixels go through Tag Manager.

Link to detailed docs rather than putting everything in claude.md. Reference your full brand guidelines, tracking implementation guide, and integration docs.

Step 4: Set Up Automated Documentation

Automated docs maintain context about your marketing infrastructure. Link to these from claude.md. Ask Claude to keep them updated.

Four core documents for martech:

architecture.md: Documents your martech stack, data flows, and how systems connect. Update when you add new integrations.

## Data Flow: Form Submission

1. User submits form on landing page
2. Form data posts to HubSpot via embedded form
3. HubSpot creates/updates contact record
4. HubSpot workflow triggers based on form
5. If SQL criteria met, syncs to Salesforce
6. Conversion events fire via GTM

changelog.md: What shipped and when. Essential for tracking what’s live and debugging issues.

## 2025-12-29
- Launched Q1 webinar landing page
- Added LinkedIn conversion tracking
- Fixed UTM capture on mobile forms

## 2025-12-28
- Updated global footer with new legal copy
- Implemented Cookiebot consent mode v2

campaign-status.md: Active campaigns, their status, and key metrics. Helps prioritize optimization work.

## Active Campaigns

### Q1 Product Launch
- Status: Live, driving paid traffic
- Landing page: /product-launch-q1
- Conversion rate: 3.2% (target: 4%)
- Issues: Mobile form abandonment high

### Webinar Series
- Status: Soft launch, organic only
- Landing page: /webinar-ai-marketing
- Conversion rate: 8.1%
- Issues: None

Integration reference docs: How each platform is configured. One doc per major integration.

## HubSpot Integration

Portal ID: 12345678
Form GUID: xxxxxxxx-xxxx-xxxx-xxxx-xxxxxxxxxxxx

Required fields:
- email (required)
- firstname (required)
- company (optional)
- utm_source (hidden)
- utm_medium (hidden)
- utm_campaign (hidden)

Workflow triggers:
- Form submission → Welcome email (immediate)
- Form submission → Nurture sequence (1 day delay)
- Lead score > 50 → Notify sales

Step 5: Set Up Plugins for Marketing Development

Plugins extend Claude Code for faster marketing builds.

Recommended plugins:

Anthropic front-end plugin: Better UI generation, avoids generic AI design patterns
Anthropic feature dev plugin: Streamlines development process
Form validation plugin: Pre-built patterns for marketing forms with proper validation

If your team builds custom plugins, add them here. Common examples:

Landing page scaffolding plugin (generates page structure from brief)
Tracking implementation plugin (adds standard tracking to any page)
A/B test setup plugin (creates variant structure for testing)

Step 6: Set Up MCPs for Your Martech Stack

MCPs connect Claude Code to external tools. For martech, these integrations are high-value:

Analytics and tracking:

Google Analytics MCP: Query GA4 data, verify tracking is working
Google Tag Manager MCP: Create and modify tags, triggers, variables

CRM and automation:

HubSpot MCP: Create forms, check contact records, verify data flow
Salesforce MCP: Check lead records, verify sync

Deployment:

Vercel MCP: Deploy pages, check build status, manage environment variables

Testing:

Playwright MCP: Automated testing of landing pages, form submissions, tracking verification
Puppeteer MCP: Screenshot testing, visual regression

Communication:

Slack MCP: Notifications when deploys complete or issues arise
Linear MCP: Create and manage campaign tasks

The Playwright or Puppeteer MCP is particularly valuable for martech. Claude can actually test that forms submit correctly and tracking fires before you launch.

Step 7: Set Up Slash Commands for Marketing Workflows

Create commands that automate repetitive marketing development tasks.

Recommended custom commands:

/new-landing-page [campaign-name] Scaffolds a new landing page with:

Standard page structure
Form with UTM capture fields
GTM container reference
Placeholder tracking events
Responsive layout template

/add-tracking [page-path] Adds standard tracking to a page:

Page view event
Scroll depth tracking
Form submission events
Conversion pixels

/verify-tracking [page-url] Runs Playwright tests to verify:

GA4 events firing correctly
Form submission works
Conversion events trigger
No console errors

/pre-launch-checklist [page-path] Runs through QA checklist:

Mobile responsive
Forms submit correctly
Tracking verified
Legal copy present
Consent banner working
Page speed acceptable

Recommended sub-agents:

Tracking QA agent: Specialized in verifying analytics implementation
Form testing agent: Tests form validation, submission, and data flow
Performance agent: Checks page speed and optimization

Action item: Set up the /verify-tracking command before your next launch. Catching tracking issues before go-live saves hours of post-launch debugging.

Phase Three: Ship Your Marketing Infrastructure

The Ship phase is where you launch landing pages, implement tracking, and deploy campaigns. The right workflows keep your web ops team productive.

Building Your MVP Landing Page

You have your project spec with marketing and technical requirements. Start by asking Claude to build the MVP version.

Prompt pattern for landing pages:

Build a landing page for [campaign] based on the project spec in /docs/campaign-brief.md.

MVP requirements:
- Hero section with headline and subhead from brief
- Form with fields specified in brief
- Form submits to HubSpot using credentials in .env
- GA4 and GTM tracking per our standards in claude.md
- Mobile responsive
- Legal footer with privacy policy link

Use our standard component library and follow brand guidelines in claude.md.

Ask Claude to use parallel sub-agents for faster builds. One agent works on page structure while another implements tracking.

Use plan mode first. Claude translates your brief into an implementation plan. Review the plan before building starts.

Three Development Workflows for Shipping

Workflow 1: General Workflow

Use for single landing pages or standalone implementations. Four parts: Research, Plan, Implement, Verify.

Research: Gather competitive examples, review similar pages in your codebase, check analytics on comparable pages.

Plan: Claude breaks down the build into steps, identifies integration requirements, flags potential issues.

Implement: Claude builds the page, implements tracking, connects integrations.

Verify: Run /verify-tracking. Test form submissions. Check data in CRM. Confirm conversion events fire.

Never skip verify. “It looks done” is not done. “Data appears in HubSpot with correct UTMs” is done.

Workflow 2: Campaign-Based Development

For multi-asset campaigns (landing page + email templates + ad variations), use campaign-based workflow.

Create a campaign folder in your repo:

/campaigns/q1-product-launch/
  /landing-page/
  /email-templates/
  /ad-copy/
  /tracking-spec.md
  /campaign-brief.md

Use GitHub issues to track each asset:

Issue #1: Build landing page
Issue #2: Create email templates
Issue #3: Implement tracking
Issue #4: QA and launch

This keeps campaigns organized. You can see what’s done and what’s pending. Multiple team members can work on different assets.

Workflow 3: Multi-Agent Development

For high-volume periods (multiple campaigns launching simultaneously), use multiple Claude Code instances.

Each instance works on a different campaign using Git worktrees. Each worktree is an isolated copy of your repo on a different branch. Changes don’t conflict.

Example: Three campaigns launching next week.

Claude instance 1: Q1 webinar landing page (branch: webinar-q1)
Claude instance 2: Product update announcement (branch: product-update)
Claude instance 3: Partner co-marketing page (branch: partner-acme)

Each instance builds independently. When done, merge branches to main after QA.

This workflow requires comfort with Git worktrees and branch management. Start with general and campaign-based workflows first.

Action item: For your next campaign with multiple assets, try the campaign-based workflow. Create a campaign folder, use GitHub issues for each asset, and track progress in campaign-status.md.

Tips for Productive Martech Shipping

Always Verify Tracking

The most common martech failure: tracking that looks implemented but doesn’t work. A form submits, but data never reaches the CRM. A conversion fires, but the event is malformed.

Build verification into every workflow:

Check the network tab for tracking requests
Verify events in GA4 DebugView
Confirm data appears in CRM within 5 minutes
Test with real UTM parameters

Create a /verify-tracking command that automates these checks.

Use Preview Deploys for Stakeholder Review

Never ask stakeholders to review code or screenshots. Deploy to a preview URL. Share the link. Let them interact with the actual page.

Vercel, Netlify, and similar platforms generate preview URLs for every branch. Use them.

This catches issues humans notice but Claude doesn’t: “The CTA doesn’t feel urgent enough.” “This doesn’t match our brand.” “Can we add social proof here?”

Keep Your claude.md Updated

Your brand guidelines change. Your tracking standards evolve. Your integration patterns improve.

Update claude.md when:

Brand guidelines change
You add a new tracking requirement
You discover a pattern that works well
You find a mistake Claude keeps making

Use the hashtag (#) shortcut in Claude Code to add instructions on the fly. When Claude makes a mistake, type # and describe what it should do instead. Claude incorporates this into claude.md.

Test on Mobile Early

Over 50% of landing page traffic is mobile. Claude builds desktop-first by default. Catch mobile issues early.

Add to your claude.md:

## Mobile Requirements

- Test all pages at 375px width (iPhone SE)
- Forms must be thumb-friendly (48px touch targets minimum)
- No horizontal scroll
- Images must not exceed viewport width
- Forms should be single-column on mobile

Use Playwright to automate mobile testing.

Document Integration Gotchas

Every martech integration has quirks. HubSpot forms handle arrays differently than Salesforce. GA4 event parameters have character limits. Meta Pixel requires specific event names.

When you discover a gotcha, add it to your integration reference doc:

## HubSpot Gotchas

- Multi-select fields must be semicolon-separated, not comma-separated
- Hidden fields with empty values cause form rejection
- Form GUID changes if you clone the form
- Portal ID is not the same as Hub ID (use Portal ID)

Claude learns from these docs and avoids repeating mistakes.

Action item: After your next project, add three gotchas you discovered to your integration docs. Share with your team so everyone benefits.

Final Takeaways

The 10x Launch System (Spec, Stack, Ship) eliminates the chaos of freestyle prompting for martech projects. Fifteen minutes of speccing saves the weekend debugging session.

Two questions before building: What marketing outcome are you driving? What are your launch milestones? These answers shape every decision.

Project specs combine marketing requirements (audience, conversion goals, messaging) and technical requirements (tracking, integrations, data flow). Be specific about both.

The claude.md file stores your brand guidelines, tracking standards, and integration patterns. Keep it updated as your stack evolves.

Automated documentation (architecture.md, changelog.md, campaign-status.md, integration docs) maintains context. Essential for teams where multiple people touch the same codebase.

MCPs connect Claude Code to your martech stack. The Playwright MCP for testing and your CRM MCP for verifying data flow are highest value.

Three workflows for different needs. General for single pages. Campaign-based for multi-asset launches. Multi-agent for high-volume periods.

Always verify tracking before considering anything done. “Page is live” is not done. “Conversions recording correctly” is done.

Use preview deploys for stakeholder review. Real pages beat screenshots.

Document integration gotchas. Your future self and teammates will thank you.