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Hello and welcome to the 188th edition of Fresh Salmon.

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From Pop-Ups to Agentic AI: Two Big Shifts in B2B Marketing

This week I turned my attention to two rising forces that deserve more of your radar:

1. Experiential / pop-up activations in what’s supposed to be a purely digital, technical world

2. Agentic AI and AI agent orchestration, now starting to slide from experimental hype into enterprise reality

These are not just fads. They’re structural shifts. And if you position early, they become competitive moats.

Let’s dive in.

1. When Deep Tech Goes IRL: The Rise of Pop-Ups

Why this matters

B2B is getting tired of being invisible. In many tech stacks, features are abstract, demos are cold, and messaging is drowning in “better, faster, cheaper.” Experiential activations - pop-ups, cafés, hands-on spaces - let your audience feel your brand, which bridges that abstraction gap.

This is no longer just consumer territory:

• Anthropic recently ran a Claude Cafe pop-up in New York. Over 5,000 visitors showed up, and the activation generated 10 million social impressions. (Axios)

• Cursor (an AI-coding platform) pulled the same trick in San Francisco. These activations feel human, tactile, and memorable - things a whitepaper or webinar rarely accomplishes.

Deep tech brands are realizing that to sell high concept, you often have to show presence in real space.

What you get with an experiential play

How to experiment now (without overcommitting)

• Start lean with a micro pop-up or demo booth in a coworking space, tech district, or by hosting a dinner + live demo

• Create structured micro-experiences (5-10 min demos) rather than expecting full-day engagement

• Capture content live - videos, reels, interviews so the offline event fuels your online presence

• Use invite exclusivity (VIP pass, pre-registration) to stoke demand

The brands that do this well are the ones making IRL presence part of their differentiation - not just another marketing channel.

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2. Agentic AI & Orchestrated Agents: The New Front in B2B

What is agentic AI?

Agentic AI refers to systems that can interpret goals, plan multi-step actions, and execute decisions autonomously (with some human oversight). It’s not just “generate text or images”, it’s “do things over time, in context.”

That’s a leap. And it’s arriving now in marketing + CX stacks.

What’s already happening

• Adobe launched the Adobe Experience Platform Agent Orchestrator, enabling marketers to build, coordinate, and manage AI agents across channels. (Adobe Newsroom)

  • They shipped prebuilt agents: Audience Agent, Journey Agent, Site Optimization Agent, Experimentation Agent, Data Insights Agent, and more.

  • They made these generally available in fall 2025.

• In Microsoft 365 Copilot, Adobe is embedding marketing agents (for content generation, personalization, analysis) directly into Word, PowerPoint, Teams workflows. (Adobe Newsroom)

• But not everything labeled “agent” is truly agentic. Some vendors are just slapping the label on prompt-wrapped tools. As Andreessen Horowitz warns, there’s a wave of “agent washing” - artificially inflating perceived capability. (Business Insider)

• And skeptics are sounding alarms: Gartner forecasts that over 40% of agentic AI projects will be scrapped by 2027, due to unclear ROI, complexity, and overhype. (Reuters)

Why B2B marketers should pay attention - now

• You can delegate tactical tasks (content generation, experimentation, audience segmentation) and free up your team for higher-leverage work.

• Agent orchestration lets you coordinate multiple AI agents across the customer journey (content → personalization → journey logic → optimization).

• Agentic systems can adapt in real time, making outcomes more resilient vs. static rules or batch processes.

• Being early builds both technical moats and organizational muscle - your team gets comfortable designing with agents, not just using AI tools.

Where to start (pragmatically)

1. Pick a narrow use case
   E.g. optimizing landing page variations, auto-segmenting high-intent accounts, or running always-on experimentation.

2. Guardrail carefully
   Use human-in-the-loop. Give agents constrained domains. Monitor performance tightly.

3. Instrument with metrics
   Track lift: speed of execution, incremental conversions, resource saved.

4. Layer orchestration
   Coordinate across agents - data insights agent feeds the journey agent, which triggers content agents, etc.

5. Avoid hype trap
   Don’t label every AI function “agentic.” Demand evidence of autonomous, multistep behavior, not just prompts wrapped in glue.

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The Key Takeaways

Between experiential activation and agentic intelligence, we’re watching two major shifts:

• Deep tech meets human presence - You no longer sell abstraction only by talk; you show up in ways that feel real and human.

• AI moves from tool → actor - The next marketing architecture is not “AI helps you.” It’s “AI runs parts of your funnel, under your strategy.”

If I were you (and I am), my bets this quarter would be:

• Plan one micro pop-up or experiential setup - even for internal stakeholders or VIP clients

• Prototype one agent in your stack - content generation, experiment automation, journey orchestration

• Align your roadmap: build capabilities around agents + experiences, not just on them

These are big bets. But if you wait until they’re obvious, you’re in catch-up mode.

Interesting Thing That I Wrote This Week

That’s it for this week! If you found this newsletter valuable, share it with a friend.

See you next time!

Do what is good for your soul ❤️

All the best,

Vivek

PS. Whenever you are ready, here are 3 ways in which I can help you and your business:

#1: B2B Marketing Consulting and Go-To-Market Advisory for your business.

#2: 1-on-1 Personal Coaching and Mentoring on anything related to Marketing and Go-To-Market Strategies for you.

#3: Promoting you or your brand via this newsletter.

For any of these things just shoot me a reply, and we will arrange a time to chat.