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A BDR worked the ENTIRE conference floor out of an app he coded in Claude.

I haven’t seen anyone else doing this (yet)……

I first met Jack Tully, the founding BDR at Sequel at HubSpot’s Unbound event.

He was holding a 1:1 personalized printed card with a prospect's website on it, and working the entire event out of a custom app he built in Claude.

So we had him on our latest Revenue Xchange episode to break down exactly WHAT he built and HOW.

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First off, the play itself is a great representation of a 1:1 experience, and “surrounding” an account through multi-touch.

Sequel takes the target accounts they know will be at a conference (based on the attendee list, sponsor list, etc…) and builds a deeply personalized experience around each one.

Jack calls it the “Card Play”.

Here's what that looks like for ONE account:

1.) DIGITAL (Before the Event) = Jack builds a 1:1 custom landing page. He scrapes the HTML from their webinar page and rebuilds it with a Sequel webinar embedded inside (their product). Every button is real and you can actually register. It goes out through email and LinkedIn before the event.

2.) VIBE-CODED APP (At the Event) = his Card Play app tells him which booth to visit next and who to ask for when he gets there.

3.) PHYSICAL (At the Event Booth) = he walks up with a 1:1 personalized card showing a webinar hosted on THEIR website (with a QR code).

This blend of digital + in-person activation + a personalized card, all layered in with a custom app, is what makes this so interesting. And it's working:

So why build an app at all? Because the conference floor was overwhelming:

Now remember, this is a BDR, not a GTM engineer:

Here's how the app works on the event floor:

1.) Highlights Each Booth in Order = the version he showed us tracked 69 booths, along with which booth had a card made for them (38). After you check one off it tells you the next booth to visit.

2.) Who to Ask For = if you click on a booth in the app, it will tell you the company size, context from thier CRM and every key contact who is attending.

3.) The Floor Map is REAL = he uploads the actual conference map and every target account gets mapped on it.

I asked Jack how much of his time is headless vs. inside of his go-to-market apps:

Headless = operating out of a single pane of glass (aka just in Claude), where Claude connects into your tools so you aren't bouncing across 10 tabs. The main exception for Jack is Nooks, when he's cold calling.

So is he just handing everything over to Claude? No, there is still obviously human-in-the-loop.

For templatized pre-event emails, he has Claude draft them, reads a sample of about 10 until he's satisfied, and then sends the rest.

High performing GTM teams perform like an orchestra, with marketing, sales and CS all playing off of the same music sheet (it's why we built our Cross-functional Collaboration Framework).

So when the BDR section of your orchestra starts working out of Claude and building custom apps, you need to consider how to partner with them in their new workflows.

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