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Most founders are still building for a human buyer, while they already should be marketing to machines. In this conversation, Anshu Agarwal, General Partner at Converge, explains why your real buyer could be an AI agent that researches, shortlists, and recommends products before a person ever sees your brand. That shift changes how customers discover, evaluate, and choose products, and it forces founders to rethink marketing from the very beginning. Marketing is no longer something you layer on after building the product. In an AI-driven market, waiting to “do marketing later” means you risk being invisible by the time you launch, because AI systems may have already established which products exist in your category. Anshu explains how founders can build an effective marketing engine early using AI tools, often with surprisingly low budgets, and why founder-led marketing remains irreplaceable at the beginning. This episode focuses on what to do about it in practical terms. We walk through how to audit your AI visibility, why your website needs to be structured for machines to read and interpret rather than just designed for humans, and what kind of content actually gets surfaced in AI-generated answers. The conversation also explores where distribution is moving, and why relying only on your own content is no longer enough. Inside the episode: * Why your buyer might not be human anymore * The rise of AI agents that research and decide for customers * Why SEO is no longer enough (AEO & GEO explained) * How to audit your AI visibility * The new distribution stack * Why founders must start marketing before building * What “early marketing” actually means (it’s not brand awareness) * How AI has reduced marketing cost to under $1,000/month * The type of marketer you actually need today * Why it’s now easier than ever to outmarket competitors Watch full episode on YouTube: About Anshu Agarwal Anshu Agarwal, General Partner at Converge, is a seasoned Silicon Valley operator with 20+ years of experience building and exiting venture-backed tech companies. She has been a founding member or early executive at four successful B2B startups, each acquired by public companies, and later founded and exited her own company, Nimbella, in under three years. As CEO and co-founder of Nimbella, she led the company from ideation to acquisition by DigitalOcean, where she went on to run the Serverless & Kubernetes business. Earlier in her career, she held product and marketing leadership roles at startups acquired by companies like Akamai, Juniper Networks, HP, and Citrix. Connect with Anshu Agarwal:https://www.linkedin.com/in/anshuagarwal/ [https://www.linkedin.com/in/anshuagarwal/] Connect with Nilanjana Bhowmik:https://www.linkedin.com/in/nilanjanabhowmik/ [https://www.linkedin.com/in/nilanjanabhowmik/] Connect with Nilanjana Bhowmik:https://converge.vc/ [https://converge.vc/] This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit postmoneypodcast.substack.com [https://postmoneypodcast.substack.com?utm_medium=podcast&utm_campaign=CTA_1]
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