If you’ve opened Claude’s Customize settings and weren’t sure whether a task called for a Skill, a connector, or a Plugin, you’re not alone.
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When we reviewed our Japan marketing automation programs last year, the picture wasn’t pretty. Our automated emails were generating about 12 qualified leads per month against a goal of 160. That’s a huge gap.
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Transactional emails are automated messages triggered by a specific action a customer takes, sent to help that person complete or follow up on something already in progress. An order receipt, a password reset confirmation, or a shipping notification are all examples of transactional emails because each one delivers information tied to an action the recipient just took.
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AI Overviews have shifted how audiences discover brands. Gone are the days when users would click through multiple search results until they found what they’re looking for. Now, AI Overviews answers questions directly on the results page, meaning brands are either cited or ignored without users ever visiting a website. The changes brought on by AI Overviews mean marketers need …
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Product marketing’s core job is positioning: Deciding how a product should be described, what category it competes in, and which differentiators matter most to buyers. The results are deployed through sales, content, and campaigns. But now there’s a channel that interprets and rebroadcasts your positioning at scale without asking permission: answer engines. When a buyer asks an AI assistant about …
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Demand generation has been built around the assumption that buyers will come to a brand when they are ready to learn about its category, whether through search, ads, content, or other channels. The funnel starts when a prospect arrives somewhere the business can see, measure, and influence it. But AI is changing what happens before that point. Increasingly, buyers begin …
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Buyer behavior has changed since the advent of artificial intelligence. Now, before ever filling out a form or clicking an ad, prospects are likely asking AI for recommendations, comparing vendors, and gathering answers. Those interactions shape which companies make the shortlist, but they often happen outside the systems marketing operations teams use to measure performance. Buyers asking AI for recommendations …
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Enterprise brand teams face a complex version of AEO that most tools weren’t built for. A single brand might span a dozen product lines, operate in multiple languages, and compete in markets where local answer engines have their own citation patterns. When content teams, regional marketers, and product groups handle AEO separately, visibility becomes fragmented. The challenge becomes coordinating AEO …
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Clients are asking about AEO. Some have seen competitors show up in AI results and want to know what it means. Others have read that AI is changing how buyers find vendors and want to know what their agency is doing about it. For marketing agencies, the challenge is delivering AEO at scale. Managing visibility tracking, content optimization, and performance …
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Digital PR has always been about earning coverage that influences the audience you can’t reach through paid channels. While the value proposition of digital PR hasn’t changed, the definition of “showing up” has. When buyers use answer engines to research a category, the brand that appears in those answers has earned a form of coverage that press releases and media …
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