Shivaa Tripathi - WritingEssays on B2B marketing, AI, and building.https://shivaatripathi.com/A prompt is not a skill: what shipping 59 marketing agents taught mehttps://shivaatripathi.com/blog/a-prompt-is-not-a-skill/https://shivaatripathi.com/blog/a-prompt-is-not-a-skill/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.Wed, 01 Jul 2026 00:00:00 GMTChatGPT is selling ads. The money showed up before the measurement did.https://shivaatripathi.com/blog/chatgpt-ads-rollout-budget-shift/https://shivaatripathi.com/blog/chatgpt-ads-rollout-budget-shift/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.Wed, 03 Jun 2026 00:00:00 GMTI moved budget from performance to brand in a down year. Here is the math.https://shivaatripathi.com/blog/brand-vs-performance-rebalance-2026/https://shivaatripathi.com/blog/brand-vs-performance-rebalance-2026/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.Tue, 02 Jun 2026 00:00:00 GMTThe 9x conversion stat is how vendors are selling you AI search. Look at the denominator.https://shivaatripathi.com/blog/winning-ai-search/https://shivaatripathi.com/blog/winning-ai-search/AI traffic converts far better than organic, so the pitch goes, so you need an AEO program now. The multiple is real and the conclusion is wrong. Here is what the numbers actually say, and where I would put the money instead.Tue, 02 Jun 2026 00:00:00 GMTBuilding this blog the way I'd build a marketing systemhttps://shivaatripathi.com/blog/building-the-blog/https://shivaatripathi.com/blog/building-the-blog/Why a personal blog deserves the same discipline as a demand-gen engine - constraints first, zero waste, every feature earning its place.Sun, 31 May 2026 00:00:00 GMTI read code fluently. I am not a daily-driver developer.https://shivaatripathi.com/blog/operator-not-a-developer/https://shivaatripathi.com/blog/operator-not-a-developer/The operator-builder distinction, and why it changes how I pick tools, ship sites, and spend my attention.Sat, 30 May 2026 00:00:00 GMT