Get Discovered by Prerender.io How Toggl is Adapting Its Marketing to the AI Era: Elizabeth Thorn, Head of Marketing at Toggl
AI is changing where discovery happens, and most marketing teams don't have the visibility or control they think they do.
In this episode, we sit down with Elizabeth Thorn, Head of Marketing at Toggl, to talk about what it actually feels like to lead marketing when the rules of online discovery are being rewritten in real time. Elizabeth shares how Toggl has shifted away from high-volume content production, why SEO is no longer a standalone channel, and how her team is tracking AI-driven pipeline: 50% of Toggl's deals closed last quarter came from AI search.
Whether you're an SEO, a CMO, or just trying to figure out how your brand shows up in ChatGPT and Perplexity, this episode is packed with an honest, practical perspective.
What you'll learn:
- Why the "we control our message" assumption no longer holds in AI search
- How Toggl narrowed from 30–50 blog posts/month to a quality-first approach
- What "ecosystem marketing" actually looks like
- The metrics that are losing their meaning and what to track instead
- Why internal panic might be the biggest thing that gets worse before it gets better
- The misconception that AI search is the same as traditional SEO
References:
- Rand Fishkin & Michael King deep dive (Spark Toro x iPullRank): https://www.youtube.com/@sparktoro
- iPullRank (Michael King's agency): https://ipullrank.com
- John Henry Shirk / Growth Plays: https://www.linkedin.com/in/johnhenryshirk
- Toggl: https://toggl.com
- Connect with Elizabeth on LinkedIn: https://www.linkedin.com/in/elizabeththorn
Monday Morning Action:
- Search for "[your brand name] + reviews" in Google. For example: “Toggl reviews.”
- Ask the same query in your AI search tool of choice, such as Claude, ChatGPT, or Perplexity.
- Compare what you find. Are the same review sources showing up in both places? (Pay close attention to this.) What's being said on each channel? Is it accurate and current?
- The key question: If a buyer researches you in AI before ever clicking to your site, would they find the information you want them to see?
If anything surprises you about these results, reach out to us at prerender.io/podcast for a chance to be featured in a future episode.
Subscribe to the Get Discovered podcast on Spotify, Apple, YouTube, or wherever you get your podcasts.