Eric Siu explains how to turn every product feature into a marketing opportunity by treating engineers as marketers, creating short launch videos called Hyperframes, and using a Slack channel to surface weekly moments that inform sales and paid media efforts.
So whenever we build product right now, we say to the engineers, we say to people, hey, everything that you build, we need to have a marketable moment. So 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 and I put it up on my Twitter, 40,000 views, right? So, and there's a lot of these Hyperframe videos that have like a million views plus, right? There's a lot of these launch videos. So we want to launch video on a specific feature or product, or by the way, for our Skills Dojo, which we've given away for free, if you want access to skills, evals, Loops, that type of stuff. Well, we're just going to— we're promoting other people's skills. We're promoting our own skills. That gets a lot of reach as well. And then we can market to those people. So that's for free. The ClickFunnels API to MCP, that's for free as well. The API Gateway, we're going to have a free version of that too. Carrot, we're trying to give a free version of that for free. So 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, right? And then just continue to follow up with them with different angles over time. And that's working for us right now. But 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. So that's what we've done. I'm curious to know what you guys are doing right now.
