If agents are now reading your content and AI costs are reshaping your stack, the way you price, prove, and ship marketing is about to shift fast.
This week's edition covers:
- Kevin's Take: if agents are the new readers, your content needs a price tag — not just a ranking
- The Signal: Signal: what AI email actually costs to run, plus Google I/O drops that quietly expand what your team can ship
- Tools & Tactics: marketing to a two-sided marketplace without splitting your budget in half, and a 90-day path to prove pipeline before your CFO asks again
Kevin's Take
If agents are the readers, we need to start writing content that can be priced, not just ranked
I read this Ben Thompson interview with Parallel founder Parag Agarwal about valuing content on the agentic web and it really got me thinking about how broken our current content distribution playbook is when agents become the primary consumers. The core idea Agarwal is pushing is that when AI agents are doing the reading and synthesizing on behalf of humans, the economics of content stop being about impressions and clicks and start being about something closer to a per-query value exchange between the agent and the source. That's a pretty big reframe because almost everything we do in B2B marketing right now, from SEO to gated whitepapers to thought leadership on LinkedIn, is built on the assumption that a human will eventually land on the page and convert.
The thing I keep coming back to in my own work is that we at Mighty and True are already writing content that gets pulled into Claude Code, into projects, into skills, into n8n workflows, and it doesn't really matter how pretty the landing page is anymore because the agent is just parsing the substance. I've been ingesting Medium posts, Twitter threads, and PDFs into Cloud Skills Creator for months now to build reusable skills for the team, and I don't think I've actually visited the original web page for most of that source material more than once. The agent reads it, structures it, and turns it into something I can use. That's a preview of what Agarwal is describing at scale, where the content's value gets separated from the page it lives on.
What I think this means is that if you're running content right now, you should be asking whether what you're publishing is actually valuable to an agent that's evaluating it on behalf of a buyer. Even though we still need to create great content for humans, for AI, that means clean markdown, real claims with real data, citable specifics, and honestly less of the fluffy brand prose that wins design awards but tells an agent nothing. If the agent is becoming, at a minimum, the other reader, the job is to give it something worth quoting. It's a pretty wild shift to think about but I'm excited about it, because it rewards the people who actually have substance to share.
That's it for this week. Talk soon.
— Kevin Kerner, CEO, Mighty & True
The Signal
What Would AI Email Cost? (1 min read)
Tunguz models the raw compute cost of AI-powered email assistants at $22-$130/month, implying a $500/year SKU at standard SaaS margins. He argues this pricing is viable for work use cases and signals where the next wave of AI productivity products will land.
Why it matters: If you're pricing AI features into your product or budgeting for AI tools across your marketing org, this gives you a concrete cost-to-price benchmark to negotiate against.
[AINews] Google I/O 2026: Gemini 3.5 Flash, Omni (NanoBanana for Video), Spark (background agents), and Antigravity 2.0 (1 min read)
Google I/O 2026 unveiled Gemini 3.5 Flash, Omni (video generation built on NanoBanana), Spark background agents, and Antigravity 2.0. The releases push Google deeper into multimodal generation and autonomous agent workflows. (via Latent.Space)
Why it matters: If your team is building content or campaign workflows on AI, Google's new video model and background agents directly expand what you can ship without adding headcount.
Tools & Tactics
How Do You Market to a Double-Sided Marketplace? (1 min read)
Amanda Natividad breaks down how to apply audience research to marketing a double-sided marketplace, where you have to win both vendors and end users. She offers a framework for segmenting and prioritizing which side to court first.
Why it matters: If your GTM involves selling to two distinct audiences at once, this gives you a practical lens for deciding where to point your research and content first.
🕵🏻♂️ How to show marketing impact on revenue in 90 days (1 min read)
Full-Funnel lays out a 90-day pilot framework for B2B marketers to demonstrate revenue impact without new budget or headcount. The approach focuses on fixing GTM execution gaps through a structured pilot rather than expanding programs.
Why it matters: If you're heading into planning season needing to defend marketing's seat at the revenue table, this gives you a 90-day path to prove pipeline impact before your CFO asks again.
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