9 ways to use MCP and agentic AI in your marketing stack
- Kiera Carter
- 5 hours ago
- 9 min read
Author: Constance Chen
As AI continues to change the way users engage with information, the introduction of Model Context Protocol will further accelerate this evolving relationship. With many AI companies such as OpenAI, Google, Microsoft, and Cursor already adopting Anthropic's MCP framework, a number of LLMs now have capabilities that go beyond what we’ve seen with generative AI.
This new framework not only changes how developers design and build applications, but it can unlock agentic capabilities to power up and transform your marketing workflows. Let’s take a deeper look at MCP servers and how we can harness their power in our marketing stack.
What is Model Context Protocol?
Model Context Protocol, also known as MCP, is an open protocol framework first developed and introduced by Anthropic in November 2024. This protocol acts like a USB connector, allowing AI systems to standardize how information is shared with an LLM and how an LLM can take actions. By connecting to an MCP server, an LLM is able to leverage external tools and data straight from a source and can use it to perform actions, including triggering automated workflows.
For example, if Nike created its own MCP server containing information about its newest running shoe (with specs, pricing, variants, costs, SKUs, and the like), a user who is prompting an LLM like ChatGPT would be able to connect to this MCP server and ask about Nike’s latest shoe.
The user could ask a personalized question, such as “is this new running shoe available in blue and in a woman’s size 8?” and the LLM would be able to provide the information based on real-time product details from the Nike MCP server. The user could then ask the LLM to purchase the shoes for them. And if the MCP server has a “buy shoes” functionality, the LLM could make the purchase directly.
How MCP Servers Expand an LLM’s Capabilities
By connecting to an MCP server, an LLM can potentially increase its ability to call tools and functions, which opens up new possibilities for automation. Imagine the capabilities you get when you combine ChatGPT with your Google Analytics 4 data. Through an MCP server, LLMs can easily access performance metrics within a platform like Google Analytics 4 and perform actions such as creating new conversion goals. Instead of manually exporting your data from Google Analytics 4 and uploading it to an LLM for analysis, you could “plug in” ChatGPT to your GA4 account through an MCP server, and create a month-over-month performance report with a simple prompt.
One robust example is Zapier’s MCP server, which expands the possibilities of how this connection can go beyond an LLM’s generative text capabilities.
How to Use an MCP Server for Marketing
Zapier has an MCP server that gives a client access to its entire library of app integrations, including Salesforce, Gmail, Google Ads, Slack, Mailchimp, and Wix Studio. (Read more about how to automate your digital marketing funnel with Wix Studio & Zapier.)
LLMs are already quite impressive as a standalone tool, but with these added integrations, you can upgrade an LLM’s ability to perform tasks such as managing data, sending emails, adjusting ad campaigns, and updating CRM records. Explore the following use cases for integrating MCP servers into your marketing flows.
01. Get Instant Data and Create Reports with Google Analytics 4
By connecting ChatGPT to Google Analytics 4 through the Zapier MCP, creating performance reports will be much easier as you can use conversational prompts to pull traffic data. You can:
Tell ChatGPT to pull last month’s session data and check which pages received the most pageviews
Ask ChatGPT to analyze the top performing pages and provide key insights from the data
Prompt ChatGPT to provide a few takeaways based on last month’s conversion metrics and engagement rate
02. Automate Your Keyword Rankings Report
One of the biggest advantages of using an MCP server is the ability to connect a single LLM to multiple tools simultaneously. This means that you can connect to as many MCP servers as you’d like and have the MCP client decide which tools to use to execute the task at hand.
With Zapier’s MCP and numerous app integrations, you can tell an LLM to connect with the SE Ranking, Google Sheets, Gmail, and Asana integrations to create an entire workflow around monitoring SEO keyword performance and automate weekly reporting.
With these added tools, you can then:
Tell your LLM to export the week’s keyword performance data from SE Ranking, then organize the rankings data in a new Google Sheets spreadsheet
Have the LLM to create a weekly task in Asana to review the Google Sheets tab
Each week, prompt the LLM to create a short summary of the keyword ranking performance
Then, instruct your chosen MCP client to email the weekly keyword ranking report to your recipients
This is just one of many agentic workflows made possible with an MCP server.
03. Improve Your Content with Hubspot’s MCP Server
Hubspot also has its own MCP server where LLMs can interact with marketing data stored in an account. By connecting to the Hubspot server, you can prompt the LLM to:
Pull keyword rankings data, and get insights and recommendations to refine your content marketing strategy
Import your blog drafts from HubSpot and receive recommendations to further align with Google’s E-E-A-T and Helpful Content guidelines
Review keyword data to optimize on-page content and generate new title tags and meta descriptions
Apply your brand voice to both new and existing content to maintain brand consistency
Repurpose well-performing content into new content across different channels
More Ways to Use MCP Servers in Your Marketing Stack
Your marketing automations can go beyond the SEO channel! MCP servers can build faster, smarter, and more powerful workflows to make your entire marketing stack more efficient. Here are other ways to apply them in your marketing channels.
04. Update Your Website with Wix’s MCP Server
Wix recently announced their own MCP server, which gives users a variety of ways they can update their websites, making website management more efficient and easy. Here are just some of the possibilities with the Wix MCP server:
Prompt your LLM to create an entirely new website or a new page for your website
Generate copy for a collection page, product detail page, or product descriptions for your eCommerce shop
Create buttons for your customers to book or reschedule appointments on your service website
Customize and update your menu and its items for your restaurant’s website
Set up more ways for customers to process payments on your website
05. Improve Your Google Ads Campaigns through Hubspot
Improve the performance of your Google Ads campaigns by connecting your LLM to Hubspot’s MCP server. Through Hubspot’s integration with Google Ads, you can:
Build an automated process that helps you create an ad audience whenever you get a new batch of contacts in Hubspot
Have the LLM set up a new ad campaign under your Google Ads account
Generate new headlines and ad copy in your brand voice
Get insights and recommendations to evaluate, refine, and improve your ad campaign over time
Use the LLM to evaluate engagement metrics and suggest content variations for different ad audiences
06. Create a Marketing Plan on Notion and Add Tasks to Jira
By connecting to MCP servers from Notion and Jira, you can tackle your team’s project management tasks and scale for efficiency. For example, if you need to create a new marketing strategy, you can:
Use Notion to draft an initial 3-stage plan for your marketing strategy. Then, prompt your chosen LLM to fill in the gaps with detailed objectives, action steps, and deadlines.
Prompt the LLM to map out a timeline on your Notion calendar for each goal in your marketing strategy.
Using Jira’s MCP Server, have the LLM review the strategy’s goals and deadlines, then convert each item into tasks with due dates in the designated Jira project board.
07. Add New Leads to Google Ads Audience List
Integrate with Salesforce through Zapier’s MCP server, and with the help of an LLM, you can grow and refine your Google Ads audience list. This type of setup will allow the MCP client to access your Salesforce CRM data, segment your contacts, and improve your Google Ads audience list. Start by:
Prompting the LLM to automate adding new contacts from Salesforce into your Google Ads audience list
Instructing the LLM to refine audience lists by reviewing the engagement metrics to filter out unqualified leads based on activity levels
Get the LLM to analyze and review your Salesforce and Google Ads data to further optimize campaign performance to improve conversion rates over time
08. Design Your Email Framework with Figma
For eCommerce brands looking to design a spring email campaign, you can now use Figma’s MCP server to design your email template with the help of an LLM. Start by:
Prompting the LLM to generate attention-grabbing subject lines, headlines, body copy, and calls-to-action for the email
Describe to the LLM the desired visual layout and brand design features to include in the email template
Have the LLM collaborate with Figma to design a template that matches your concept
Tweak and adjust the look of the template and continue to build on your design
09. Design True-to-Brand Social Posts with Figma
Connect to Figma’s MCP server and design new social media posts from start to finish. From design ideation to execution, the LLM can help you create social posts that are fully aligned with your brand voice and identity:
Use the LLM to generate titles, copy, captions, and content ideas in your brand voice.
Submit examples of designs that represent your brand identity to the LLM, and have it generate a visual layout design through Figma for your social post.
Instruct the LLM to collaborate with Figma to automate creating new designs for your social posts that express your brand identity.
Make adjustments to the designs through your prompts.
How to Set Up an MCP Server
To set up an MCP server, you’ll first need to know what MCP client you want to connect to. Whether you choose Claude, ChatGPT, or another MCP-enabled client, you can connect with as many MCP servers as you’d like. However, note that the process for each MCP client and MCP server may be different, so be sure to review documentation. In the two examples below, learn how to set up Claude with Wix’s MCP server, and ChatGPT with the Zapier MCP server.
In this first example, I’ll show you how to set up the Wix MCP server to connect to Claude.
Before you set up Wix’s MCP server, you’ll need to install Claude desktop. For the Wix MCP Server, you'll also need to have the latest version of Node.js installed.
How to Set Up Wix’s MCP Server
First, copy the code below. (You'll also find it on the website for Wix MCP Server.)
{
"mcpServers": {
"wix-mcp-remote": {
"command": "npx",
"args": [
"-y",
"@wix/mcp-remote",
"https://mcp.wix.com/sse"
]
}
}
}
Open your Claude Desktop App, and open “Settings.” Click on Developer.
Next, click "Edit Config."
Open the config file called “claude_desktop_config.json.” Paste the code from the Wix page, and save the file.
After saving the file, quit Claude desktop, and restart it.
Go back to Claude's settings, and click Developer again.
If done correctly, the Wix MCP server should show up in your dashboard.
Once the connection is created, you can now prompt Claude and see what it can do!
How to Set Up Zapier MCP Server
In this second example, I’ll show you how to set up your Zapier MCP Server to connect to OpenAI.
First, visit the website for Zapier’s MCP Server.
Log into your Zapier account and you should see an empty dashboard.
Click “New MCP server”
Select your MCP client from the dropdown list. For this example, I chose OpenAI.
Name your MCP Server. For this example, I named this one, "OpenAI Server."
Copy the MCP Server API Key
Once the MCP server is created, go to the top and click “Connect.”
Find the API Key that is generated and copy the API key.
Connect to OpenAI MCP Client
Visit OpenAI’s Developer Platform and log in to your account.
In the upper right hand corner, click Playground.
Then, in Tools, click the dropdown and select “MCP Server.”
Then, in the window, select Zapier.
Add the API Key copied from your Zapier MCP Server and click “Connect."
Configure Your Functions and Tools
In the Zapier MCP server dashboard, configure what your server can do by selecting the integrations and tools you'd like to add.
Select the tools and functions you'd like to add.
Once you’ve selected and added the tools, test the connection by writing a prompt in the Open AI playground.
If connected correctly, OpenAI will call your Zapier MCP server, which executes the action and returns a response. In this example, I prompted the LLM to “create a new spreadsheet called “May 2025 data”
Check the results, and adjust the prompt if needed. It looks like it was a success!
Continue to add more integrations to expand what OpenAI can do through your MCP server.
Extend your AI workflows with Wix’s MCP Server
Generate code to build and manage Wix-based projects directly from supported LLMs, like Claude AI and Cursor. Learn more about the Wix MCP Server.
Constance specializes in marketing strategy, building Gen AI-driven marketing systems, technical SEO, and content strategy. She studies and explores AI developments and machine learning, writing about industry advancements and providing insights on emerging innovations.