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)
The piece I'd hand a marketer who's new here.
Marketers are publishing their Claude skills. Most are prompts wearing a new name. The anatomy of a skill that survives daily use, from 59 shipped agents.
OpenAI's ad pilot crossed 100 million dollars annualized in six weeks, while advertisers could see little more than impressions and clicks. Here is how I read the early signals, where the budget is actually coming from, and why I would treat this as an experiment, not a channel.
A performance marketer arguing to spend less on performance sounds like heresy. But most B2B buyers have already chosen a vendor before they search, which means last-click is harvesting demand that brand created. Here is how I defend the shift to a CFO.
Why a personal blog deserves the same discipline as a demand-gen engine - constraints first, zero waste, every feature earning its place.
The operator-builder distinction, and why it changes how I pick tools, ship sites, and spend my attention.
Open source and free. Built for working marketers.
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.
Connect LinkedIn Ads to AI assistants via the Model Context Protocol.
npm install -g linkedin-ads-mcp-serverBy day I lead digital and performance marketing at Exotel. This site is where I think in public. More about me →