How to market to AI agents

Kevin White is the Head of Marketing at Scrunch AI, an AI visibility and agent experience platform just acquired by Sitecore.Before Scrunch AI, Kevin was Head of Marketing & GTM Strategy at Common Room, Head of Marketing at Retool, and Head of Growth Marketing at Segment, which was acquired by Twilio.In this episode, we talk about how to market when AI agents are your PRIMARY website visitor, the 8,000-token site Scrunch serves to bots, becoming AI’s default recommendation, how Kevin automated his weekly reporting with Claude Code, and more.---We discuss:* The average website now gets 60-70% of its’ traffic from bots (source: Cloudflare) - and what that means for you* How to market when your PRIMARY website visitor becomes AI agents* The 8,000-token version of Scrunch’s website they serve to AI agents vs the 300,000-token version they serve to humans* Does the llms.txt file matter?* The next moat is becoming AI’s default recommendation and what to learn from products like Neon & Supabase* Is marketing’s new job writing clean and clear documentation?* Defining “LLM-led growth”---Connect with Kevin:Kevin’s LinkedIn: https://www.linkedin.com/in/kevbosaurus/Scrunch AI: https://scrunch.com/Sitecore: https://www.sitecore.com/---Connect with Finn:LinkedIn: https://www.linkedin.com/in/finnthormeier/Project 33 - LinkedIn Agency for CEOs: https://www.project33.io/---Mentioned in the episode:Vector: https://vector.co/Wispr Flow: https://wisprflow.ai/Granola: https://www.granola.ai/Claude Code: https://claude.com/claude-codeTBPN: https://www.tbpn.com/Marketing Against the Grain: https://marketingagainstthegrain.com/podcastLenny’s Podcast: https://www.lennysnewsletter.com/podcastPostHog: https://posthog.com/Torq: https://torq.io/Hope you enjoy!! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.founderbrand.org