Your next signup is an AI agent. Is your marketing ready for it?
Netlify just shipped a website for agents, not people. The PLG debate missed the real shift: you now market to two buyers, one human and one machine.
Essays on B2B SaaS marketing, written from inside the work.
I'm Shivaa Tripathi. I run digital and performance marketing for a B2B SaaS company across India, APAC, and GCC. I write about demand gen, AI search, attribution, and the systems behind them. What I publish here is what I learned running it, not what I read about it.
Head of Digital & Performance Marketing at Exotel · 12+ years in B2B marketing · LinkedIn Top Voice (SEM)
Start here
The piece I'd hand a marketer who's new here.
Latest essays
All essays →Your marketing team needs a shared AI brain, not five personal ones
The AI-brain trend is built for individuals. Copy it as a team and you relearn the same context five times. The shared alternative takes one week to stand up.
Instrument AI referral traffic yourself before you pay for an AEO tool
AI-visibility vendors are raising nine figures selling dashboards to teams with zero baseline. The four-layer free stack to build first, and the one thing worth paying for.
Google's Ask Advisor is free. The audit trail isn't.
Google's cross-product ad agent can act on your accounts, not just advise. The product to evaluate is the change history: four questions it must answer first.
Google handed you an AI Overview report in Search Console. Most people will read it wrong.
The new gen-AI performance report has no click data, and that is the point. The two-report workflow that turns it into a rewrite queue instead of a QBR screenshot.
ChatGPT Ads just got a Matched Audiences feature. Don't upload your CRM yet.
OpenAI's July update added 25K-minimum custom audiences, bid multipliers, and an overview tab. The five gates to pass before your list goes anywhere near it.
Tools you can use today
Open source and free. Built for working marketers.
SaaS Marketing Agents
A complete B2B SaaS marketing agency, as 59 specialised AI agent personas. Ships as Claude Cowork skills.
13 installable skill bundles spanning content, SEO, paid, social, email, design, sales enablement, product marketing, analytics, project management, client ops.
- Claude
- Cowork skills
- Markdown agent specs
- open source
LinkedIn Ads MCP Server
Connect LinkedIn Ads to AI assistants via the Model Context Protocol.
npm install -g linkedin-ads-mcp-server- Node
- MCP
- LinkedIn Ads API
- open source
By day I lead digital and performance marketing at Exotel. This site is where I think in public. More about me →