Eric Siu explains product-led marketing: use your software itself as a lead magnet by shipping features frequently and offering free versions. Companies like Ubersuggest, AnswerThePublic, and Clay built their user bases this way, reducing friction and turning the product into the marketing engine.
What if your product is your best ad? Proliferation of anything that you can vibe code now, almost your software becomes the lead magnet. So it used to be back in the day, your lead magnet could be like PDF, but now you actually get software. When I look at Neil's software, Ubersuggest, I look at that as a software that's kind of becoming marketing in its own right. Same thing with AnswerThePublic, with ClickFlow, with Karat. The cool thing is within each piece of software, every time you have an interesting feature that you launch, each feature becomes a marketable moment. So like Clay, they're launching like every week a new feature with their product, and it's something that people are asking for, but they're putting a lot of fanfare around it. And so we actually have a mutual friend. He was always launching one marketable moment per month. I think now you can probably launch one marketable moment per week. If you don't have a free version into your product, it's not going to be that helpful because there's too much friction to get people in the door. But because it's free, like it becomes interesting, right?
