Morgan Brown

Today we're changing Clay's pricing. Pricing changes are scary (for you and me!), but we are trying to do this in the most authentically Clay way possible - thoughtful, transparent and community-first. We've been thinking about this for almost a year (maybe too long Karan!), and have talked to hundreds of customers and partners. We want to align our business model with how our product is being used today, and set us up to grow sustainably together. When we launched, our customers used us for data enrichment. And now our community is using Clay to power their GTM engineering motions. But the pricing model hasn't evolved, so we're making some changes to reflect that. Here’s what’s important to note: First: nobody is getting forced off their plan. Every existing customer can stay on their existing plan. We have to earn the right for you to move to a modern plan. Second: most customers will see better value for their money with this change. If we think you'll save money by switching to the new pricing, we're going to reach out and tell you proactively. Third: we're separating the cost of data from the cost of the platform. We want to keep bringing down the cost of data in Clay, and make the value tied to what you orchestrate and build with it. Fourth: our best features are now more accessible. The new Growth plan includes things that used to live exclusively on Pro at a 38% lower price. Many of our most advanced users will save thousands a year. Our plans now come with a new metric called Actions, which measures the orchestration work Clay does for you: the workflows, AI research, and logic that turns raw data into a GTM motion. 90% of customers will never hit their Actions limit. We want most people to never think about it. That way, we’re only winning if you are. Data Credits now cover just the data - and they're cheaper. We’re reducing the cost of the data in our marketplace by 50–90%, making prices comparable to what you’d pay externally. Karan and I recorded a video walking through the full reasoning and who gets affected - positively and negatively (including us – we’re taking a 10% revenue hit). If you're a Clay customer and have questions, we want to hear them! Full pricing announcement and the internal memo we sent our team below. Announcement: clay.link/nF1eKMH Internal memo: clay.link/wiw2NHK

555

130 Comments

In 2026, ABO is no longer the best way to test creatives. I didn’t want to believe it either. But after testing CBO since September across five different accounts, the data was very clear. CBO was ~27% more efficient on average. Here’s the CBO testing structure I’m running now: - Exclude all existing customers (Klaviyo + Pixel) - 100% Broad targeting - Set a minimum spend per ad set to force learning - Use Flexible Ads when I’m testing very similar creative variations What happens next is key 👇 Winners move into CBO Scaling Top performers also get pushed into Whitelisting & Partnership campaigns That said… I still see ABO outperform CBO in some accounts, especially smaller ones. So make sure to test both and see what works best for your account.

26

13 Comments

Under pressure, B2B launch teams default to information density. Features, architecture, positioning language. It signals effort. It rarely signals value. The buyer notices. B2B buyers are evaluating risk, time, and trust. They are not looking for volume. They are looking for proof. When a launch leads with capability claims, it asks the buyer to do the translation work. Most will not. When a launch works, the product is not described first. It is demonstrated. A task is completed. A workflow is improved. Friction is removed. Competence is visible before innovation is claimed. The examples are everywhere once you look for them. A single prompt turning into a usable output in seconds. A problem shown clearly before the feature is named. Humor used to demonstrate usage rather than decorate the brand. Different creative expressions. The same discipline underneath them. Show the work before making the claim. A launch is a credibility test. Most teams treat it as a press event. The ones that work take a simpler path. They respect the buyer's time. They make the value visible. They trust the product to carry the argument. Show the work. Respect the buyer. The rest follows.

7

2 Comments

The next big shift in eCommerce isn’t a new channel or ad hack. It’s brands deploying their own AI Agents. NO, I'm not talking about hyper complex n8n automations that looks amazing on LinkedIn to farm engagement but that no brand can really make it work at scale (yeah, we actually get this feedback from Brands every day). 👉 This is what we call Agentic Commerce: when AI Agents don’t just wait for customers to act, but take initiative — starting conversations, resolving doubts, recovering carts, and even closing sales 24/7 in any language. An AI Agent is like an employee. The earlier you start, the faster it learns your objections, your customer quirks, your edge cases. Wait too long, and you’ll be competing against agents that already have years of brand-specific experience. We’re already seeing the Shopify ecosystem move this way: 👉 Triple Whale delivers AI-driven insights that help merchants optimize marketing, inventory, and growth (great job Aj Orbach and Maxx Blank 🔥). 👉 Rebuy Engine using AI to personalize upsells at scale. 👉 Attentive driving automated, agent-like SMS conversations. At Zipchat, we’ve taken this to the frontline: an Agent that doesn’t just respond — it proactively sells. It engages doubters, recovers carts, and turns support into a profit center. The future of eCommerce is Agentic. The only question is:ù 👉 Will your brand’s Agent start training today — or be catching up tomorrow?

22

3 Comments

If you’re looking to become a more complete marketing professional, up-skill or even are thinking of a career shift into marketing then Boom Marketing could be for you. Head over to https://boom.qosmos.ai and use “boom20” for an extra special 20% off! Learn everything you need to get real campaigns running and how to manage all the key channels as well as understand all that lovely data!! Run at your own pace following all the lessons and build your own knowledge and understanding, all for incredible value.

2

There’s been a lot of talk in the DTC space about whether AI can actually drive real business outcomes. At The Whalies, it became real. For months, we’ve been sharing where Triple Whale is headed, how agents will transform decision-making, execution, and performance across ecomm teams. But this wasn’t more talk. What happened at The Whalies was the shift from concept to conviction. You could feel it. Last year, the conversations were about what’s possible. This year, they were about how fast can we go. Customers weren’t asking “When is this launching?” They were opening their laptops mid-event and asking, “Can I buy this right now?” One agency partner pulled me aside and said: “We’re running a hackathon on the hotel roof tonight to build SOPs with your agents.” That level of urgency, that clarity, wasn’t there even a few months ago. And when AJ kicked off a live agent run during the keynote, someone in the crowd muttered: “Holy $**t.” (In the best way possible.) That’s when it clicked. This isn’t hype. It’s impact. And while not everyone could be in the room, we’re doing everything we can to bottle that energy and bring it to you. Because this isn’t just momentum anymore. It’s a movement.

102

2 Comments

Your PMM role is changing: How to build human+AI workflows that define what's next That's what I'll cover on April 1 at Product Marketing Alliance's Product Marketing Summit in Denver. I will show HOW I guide AI live using various AI platforms. Your launch campaign workflow could connect positioning, messaging, content, and sales enablement in one flow. Your sales enablement workflow could build pitch decks, dynamic sales prep dashboards, and interactive ROI calculators. This becomes possible when you move from using AI to building with it. The PMM's job is changing. Trailblazing PMMs are building AI teammates trained on their expertise, connecting them into workflows across functions, and deciding how humans and AI work together. They're writing the new job description themselves. You'll see real workflows for product launches and sales enablement, and a tool that helps you identify which workflows to build and which AI teammates to connect. You'll learn: ► How to find workflow ideas and decide which are worth building for PMM work ► How to design workflows that create new value, not just speed up existing processes ► How to evolve your role from AI user to builder and orchestrator Looking forward to learning from an insightful line-up of speakers on April 1-2. Come join us. See link in comments for more info and to register.

26

3 Comments

Late January is where Q1 is quietly won or lost. This week’s E-Commerce Innovators Journal reinforces a simple truth: Momentum in Q1 doesn’t come from scaling faster — it comes from fixing fundamentals first. What stands out right now: Scaling traffic before refreshing PDPs is one of the most common (and expensive) Q1 mistakes Loyalty is shifting from “points” to profit-driven behaviors January volatility (returns, lower spend, emotional fatigue) rewards speed + precision, not hype Marketplaces and AI-driven discovery are reshaping how liquidity and demand actually form Strong brands use this moment to: tighten visuals, clean conversion paths, rethink loyalty, and prepare for AI-native commerce. There’s also a 🎁 from this week’s sponsor to help teams keep Q1 momentum strong. 🔗 Read this week’s edition: https://lnkd.in/di5h4QFg #Ecommerce #DTC #Growth #Q1Strategy #AIinEcommerce #Retail

6

Returns aren't an ops problem anymore. They're a brand problem. Most brands already figured out the "free returns" thing. Big windows. Online portals. Easy labels. That's table stakes now - that's just Amazon conditioning an entire generation of consumers into expecting frictionless everything. But the brands actually winning on CX? They're not just making returns easy. They're issuing the refund before you even leave the site. Think about that for a second. You want to return something. You're already annoyed. You go through the flow, hit submit - and the money is already moving back to you. No waiting. No checking your bank every 12 hours. No "please allow 5–7 business days." That moment isn't just a good experience. It's a future conversion moment. Its something that sets your brand apart....today. Amazon cracked this years ago. So did Uber Eats. They know a fast refund turns a frustrated customer into a loyal one. That playbook used to be exclusive to enterprises with the infrastructure and capital to absorb the float. It's not anymore. The savviest brands are already deploying instant refunds. Put yourself in the consumers shoes. What would you want? It's just logic. https://lnkd.in/eXB6cn7C

12

2 Comments

Target is piloting ads with ChatGPT - somehow this makes the Claude "burn commercial" seem even more realistic. When you're searching with a keyword ads have definitely become normal. But when you're looking for a conversation, an exchange, a back and forth - ads seem WEIRD. Even this example from their press release about what that ad experience could look like feels cringy. "Ads are served based on keywords in a guest’s ChatGPT prompt, ensuring they’re relevant to the conversation. For example, a guest asking, “What are some countertop cooking appliances that make everyday meals more convenient?” may see an ad for an air fryer from a pilot participant embedded in the personalized response. This ad would appear separately and distinctly, and not influence the answer provided by ChatGPT." I guess it's goods that ads won't influence answers 🙄 Does anyone think this is going to be a good consumer experience? https://lnkd.in/gs5v-N4A

22

8 Comments