# Marketing

**Marketing** is where you build up what the marketing AI needs to know about your brand: who you sell to, how you sound, what your customers say, which ads you learn from, and a library of facts it may rely on. When the Marketing module is on for your business, the sidebar shows a **Marketing** group with **Overview**, **Scripts**, **Brand**, **Knowledge**, **Projects** and **Settings**.

Describe what you want on the **Overview** and a run writes ad scripts from your brand context, on your own OpenRouter key. You review the scripts under **Scripts** and export the approved ones. Already run your own agent? It can do the steps instead, on its own models: see [Your agent](/docs/marketing/agent). The more brand context you add, the better the scripts get, but none of it is required to start.

## Getting Marketing

Marketing is a paid add-on. Borkol switches it on for your business once your plan includes it; you cannot switch it on yourself. If the **Marketing** group is missing from your sidebar, ask Borkol to add Marketing to your plan and enable it. When it is switched on, your first brand is created for you, named after your business, and set as the default.

Switching Marketing off hides the area again. Your brands and everything in them are kept.

## Who can do what

Reading needs marketing read access. Adding, editing and deleting needs marketing edit access. Accepting a proposed knowledge entry, approving or rejecting a script and continuing a run past its cost limit or raising the monthly limit need the separate approve permission. Members without edit access see everything but cannot change it. The OpenRouter key is owner-only: only the account owner can add, check or remove it, and team members see its status ("Only the account owner can add, check or remove the key.").

## Brands

Every piece of marketing content belongs to one **brand**: its profile, customer types, voice quotes, swipe ads, documents, knowledge and projects. Most businesses have one brand; add more under [Settings](/docs/marketing/settings#brands) if you run several.

Pages with brand content have a brand switcher at the top right (**Switch brand**). The brand you pick stays in the address bar as `?brand=`, so a link opens the same brand. The default brand carries a **Default** badge and opens when you do not pick one.

## Overview

**Marketing** → **Overview** asks one question. The page title is "What do you want to make?" and under it sits one box: type a sentence, click **Create scripts** (or press Ctrl+Enter or Cmd+Enter), and a run starts with whatever brand context the selected brand has. With products in your catalog, **All products** next to **More options** picks the products the run is about: search by name or SKU and tick one or more. The brief then leads with those products and every script is about them; with none picked, the run uses the products your question names first. **More options** in the box holds the optional project, customer type and number of scripts. See [Runs](/docs/marketing/runs).

- **Ideas** under the box are prompts drawn from the brand's own data: a product, the current offer, a customer type and its pain, or new variations of your best approved script (a [golden set](/docs/marketing/learning#golden-set) script first). A brand with nothing filled in gets three general ideas. Clicking an idea fills the box; it does not start a run. No AI is used to make the ideas.
- Up to two soft hints under the ideas say what would make the scripts better (while the setup strip shows, it covers this and only the key hint remains), for example **Tell us what you sell**, **Describe who it is for** or **Show how you sound**, each linking to that section of [Brand](/docs/marketing/brand-context). Without a working OpenRouter key the owner sees **Connect your OpenRouter key to start** and team members **Ask the account owner to connect an OpenRouter key**. A hint never blocks a run.
- **Recent runs** lists the last five runs, the latest with a small picture of its pipeline. **To review** beside it lists scripts waiting for review, with **View all**.
- **More** (the button at the top right) has **Set up brand again** and **Costs**. What runs cost, and the monthly limit per brand, are under [Costs](/docs/marketing/costs).

### Setting up a brand

The box is always there, also for a brand that is brand new: you can start a run straight away. A brand with little or nothing filled in shows a slim strip under the box, **Set up your brand, 4 steps** (or the step you stopped at), with **Start** (or **Continue**). It opens **Your brand in four short steps**. Each step saves into the brand straight away, so you can stop at any point and pick up where you left off. A brand that already has a run, a customer type or products (filled in on Brand, through an import or by your agent) shows no strip.

| Step | What you fill in | Where it lands |
| --- | --- | --- |
| **What do you sell?** | **Products or services**; **More** adds offers and selling points | **What you sell** on [Brand](/docs/marketing/brand-context#what-you-sell) |
| **Who is it for?** | One **Customer type**; **More** adds its pains | **Who it is for** on Brand |
| **How do you sound?** | A few lines the way you write them; **More** takes customer quotes, one per line | **Your voice** on Brand: **Voice: do** and **Voice of customer** |
| **Ask your first question** | What you want to make, in the box above the steps | Your first run |

- **Skip** moves on without saving anything; **Next** saves only what you changed.
- **Close setup** (the cross on the strip, or at the top right of the card) closes it. It does not come back by itself; with two or more steps still empty, the hint **Finish setting up your brand** opens it again.
- A first run, from the last step or from the box, finishes the setup. **Finish without a run** finishes it without one.
- **More** → **Set up brand again** opens it at step one, with what you already filled in.
- On the last step, when the brand runs on Borkol and no working key is connected, the account owner can paste the **OpenRouter key** right there; team members see a note to ask the owner. You can always finish without a key.

Setup is per brand. Brands that already had a run, a customer type or products when it arrived count as set up.

## On mobile

The Borkol app has **Marketing** too: ask a question, follow a run, review scripts, accept or retire learnings and see costs. Brand setup, imports, settings and the other editors stay on the web. See [Marketing on mobile](/docs/marketing/mobile).

## What is in this chapter

| Page | What it covers |
| --- | --- |
| [Brand context](/docs/marketing/brand-context) | What you sell, who it is for, your voice, guardrails, the swipe file and documents |
| [Knowledge and projects](/docs/marketing/knowledge) | Knowledge entries, proposed entries, versions, export and projects |
| [Runs](/docs/marketing/runs) | Starting a run, the pipeline canvas and step sheet, cost and limits, cancelling and notifications |
| [Scripts](/docs/marketing/scripts) | Hooks and ad codes, the check, approving and rejecting, and the CSV export |
| [Marketing settings](/docs/marketing/settings) | Connections (the OpenRouter key and your agent), the AI pipeline, costs, imports and brands |
| [Costs](/docs/marketing/costs) | Spend per month, day, run and script, remaining credit, runs without zero data retention and the monthly limit |
| [Your agent](/docs/marketing/agent) | Letting an agent you already run, such as Hermes or any MCP client, do the steps and report ad results |
| [Imports](/docs/marketing/imports) | Importing scripts history, ad results, creatives, swipe ads and customer quotes from a spreadsheet |
| [Results and learning](/docs/marketing/learning) | Ad codes, results on scripts, learnings, the golden set and checked playbook changes |
| [Marketing on mobile](/docs/marketing/mobile) | What the Borkol app can do for marketing and what stays on the web |