Eric Siu argues every product feature needs a short, shareable marketing moment, like a 20-30 second video, to drive views and qualified leads. He describes turning engineers into marketers through a weekly Slack channel and coordinating those moments across sales, paid media, and social.
Everything that you build, we need to have a marketable moment. Whether you're using a Hyperframes video where it's like a 20 to 30 second video. And by the way, when they make one of those that I put up on my Twitter, 40,000 views. There's a lot of these Hyperframe videos that have like a million views plus. There's a lot of these launch videos. So we want a launch video on a specific feature or product. We're just trying to give a lot of these free things out and that way people can use it. And then we can figure out, hey, who in here is actually a product qualified lead that fits our ideal client profile? And then we can reach out to them from a sales angle side. And then follow up with them. The key thing that we made a change in is, hey engineers, you're all marketers now. We're going to teach you how to make these marketable moments. And we literally have a channel on Slack where every single week we're just talking about marketable moments. Because then that informs the salespeople, that also informs the paid media people on what we want to amplify. That also amplifies what we might want to do from an organic social standpoint too.
