Concepts and vocabulary

AgentWeb has a small vocabulary that does a lot of work. Getting these five straight — skill, work plan, scheduled chat, template, conversation — removes most of the confusion people hit in their first month.

The one-line version

Term	One sentence
Emma	The AI marketing agent. Everything else on this page is something Emma uses or you configure for her.
Agent Mode	The chat interface in the Customer Portal where you work with Emma. Most work starts here.
Conversation	A single persistent chat thread. Context and installed skills live here and do not carry to the next chat.
Skill	A capability: a bundle of tool grants plus standing rules that change how Emma behaves while it’s installed.
Work plan	A sequence: ordered steps with instructions, state, and checkpoints where you review before Emma continues.
Scheduled chat	A prompt Emma re-runs on a cadence, with a name, a schedule, and somewhere to send the result.
Template	A reusable HTML layout Emma fills in — structure and styling for email and recurring content formats.
Brand Hub	Where your brand identity, positioning, templates, and reference docs live. Emma reads it on every run.
Knowledge Base	The reference material inside Brand Hub that Emma searches and reads during conversations.
Market Strategy	Your business overview, value proposition, ICP segments, and competitors.
ICP persona	A validated definition of who you sell to — behavior-based, not just demographic.
Founder profile	Your personal voice description inside Brand Guidelines. Without it, Emma writes in a neutral brand voice.
Lead list	A group of leads in the CRM with its own pipeline stages, custom fields, and point of contact.
Enrichment	Emma researching leads and filling in missing fields, with a 2-lead preview before the batch runs.
ICP score	A 0–100 score Emma assigns a lead by reading it against your Market Strategy ICPs.
Connected account	An authorized link to an outside platform. One platform can have several, each granting different capabilities.
Organization	A shared workspace — members, roles, and shared brand assets, leads, campaigns, and integrations.
GEO	Generative Engine Optimization: your visibility inside AI-generated answers, tracked alongside SEO.

Skill vs. work plan

This is the distinction people conflate most, and the two compose rather than compete.

	Skill	Work plan
What it is	A capability — tools plus standing rules	A sequence — ordered steps with gates
Question it answers	Can Emma do this?	In what order, with what checkpoints?
Grants tools	Yes	No — it installs skills that do
Has order and state	No	Yes
Persists across chats	No	No, but the plan definition persists
Where you create it	Say “make this a skill” in chat, or Settings → Skills	Say “make this as a workplan” in chat, or Settings → Workplans
Where you run it	Install it in a conversation	New Chat → Select a workplan

Reach for a skill when the reusable thing is judgment — “here’s how we evaluate quality, always apply this lens.” Reach for a work plan when the reusable thing is a sequence with checkpoints — “do these five steps in this order, stop here for my approval.” They connect at the step level: a work plan step declares the skills it needs, and launching the plan auto-installs them. Mature capabilities often ship as both.

Neither one is a schedule. To run either on a cadence, create a scheduled chat whose prompt launches it.

Scheduled chat vs. work plan

A work plan answers what steps, in what order. A scheduled chat answers when, and where do the results go. They’re orthogonal, and a scheduled chat is how a work plan gets a cadence. A scheduled chat needs four things: a name, a cadence, the prompt to re-run, and where to send results.

Unattended runs don’t pause for approval. Scheduled runs proceed on a best-effort basis rather than stopping to ask. Before scheduling anything, check whether a step sends, posts, or spends — if so, restructure it to end at a draft.

Template vs. work plan

A template is a layout — the structure and styling of an email or a recurring content format. A work plan is a workflow — the steps that produce the content. If what you want to reuse is how the output looks, that’s a template. If it’s the sequence of steps that got you there, that’s a work plan.

Conversation vs. everything else

A conversation is the unit of context. It holds your objective, Emma’s output, your corrections, and any skills installed during it. What carries between conversations: your Brand Hub, Market Strategy, Knowledge Base, CRM, connected accounts, and your saved work plans and skills. What does not carry: installed skills, mid-thread corrections, and pasted context. That’s why converting a good thread into a work plan is worth doing while the thread is still fresh.

Connections aren’t one thing

“Connected” is not a single state, and this trips people up constantly:

Same platform, different capabilities. LinkedIn has three separate connections — organic posting, Outreach, and Ads. Having one doesn’t grant the others.
A skill existing doesn’t mean an account is connected. Emma has Meta and Google Ads skills whether or not you’ve linked those accounts.
Connected doesn’t always mean fully authorized. A connection can be active while missing the specific permission a request needs.

Ask Emma “what accounts do I have connected?” before assuming a channel is live. See Capabilities for which connection each action requires.

Next steps

What is Emma? — the entity, the scope, and the limits.
Capabilities — what Emma can read, draft, publish, and spend on, per channel.
Skills and Work plans — the full reference for each.

Onboarding

Reference

Work with Emma

Best practices

Operating system

Concepts and vocabulary

The one-line version

Skill vs. work plan

Scheduled chat vs. work plan

Template vs. work plan

Conversation vs. everything else

Connections aren’t one thing

Next steps

​The one-line version

​Skill vs. work plan

​Scheduled chat vs. work plan

​Template vs. work plan

​Conversation vs. everything else

​Connections aren’t one thing

​Next steps

The one-line version

Skill vs. work plan

Scheduled chat vs. work plan

Template vs. work plan

Conversation vs. everything else

Connections aren’t one thing

Next steps