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Engineering as marketing: Your product is my marketing opportunity

Mikael, founder of Crew, explained how Engineering as marketing saved their business: “We had no money. We changed our business model and had 3 months worth of cash left to turn things around. If we didn’t we were toast. Done. We needed to find customers. But no one knew who we were. A marketing budget? Please. We were just trying to keep the lights on.”

They decided to give away for free all the extra photos they didn’t use that they had shot for their website redesign.

A Tumblr theme and three hours later, they launched Unsplash. Unsplash not only saved their startup, but turned into a standalone product that generates over 11 million unique visitors a month.

The key to Engineering as marketing projects success goes back to the core of great marketing today: give before you get.

The truth is that it doesn’t matter what form your marketing takes as long as your potential customers are finding value in it.

It’s important to note that Engineering as marketing projects isn’t a sneaky way of trying to trick people into using your product. It’s to create value for others by creating tools, apps, websites, or a software — a value that is related to your core business that you build on the side without losing your main focus.

In return, some of those people who like what you create on the side end up wanting to learn more about you.

The best Engineering as marketing projects aim to be useful and valuable; Aim to solve a real problem for free.

When you’re generous, your audience will be too. Don’t get link-happy back to your main website. You genuinely want to be generous, not manipulative.

Engineering as marketing projects are easier to pull off with partners. Find other companies who you share target customers with and find something to collaborate on.

Engineering as marketing projects can be refreshing and exciting for your team — a breath of fresh air away from blog posts and ads, which can get monotonous.

Keep it small and low maintenance. Make sure it’s not too complicated or time consuming. The last you want is to have a free product that is costing you more than it brings in return.

Baremetrics created a free forecasting tool.

Baremetrics also built a build vs buy calculator to show you why it’s better to buy something off the shelf.

Moz created a free version of their product to find keywords. This alone drives hundreds of thousands of website visitors every month.

Datanyze’s Insider: Datanyze offers a suite of sales intelligence products that include predictive analytics, lead prospecting, data enrichment, and more. Its free insider Chrome extension and domain analyzer tool helps sales people qualify leads by providing data for company websites.

CoSchedule created a free headline analyzer.

Hubspot created a free email signature generator.

This has generated thousands and thousands of leads for them.

Buffer created a free tool to help you make social media content.

Shopify created Hatchful, a free logo generator to help you get up and running with an online store.

Memberstack created free Webflow templates and cloneable assets you can use for your own site.

Without the customer insights gained by following Corey’s advice, my business would not be where it is today.

Chris Spagnuolo

Founder, Jetboost

Corey is truly a swiss-army knife of SaaS product-led growth.

Derrick Reimer

CEO, SavvyCal

Corey really knows his stuff... He’s the first person I turn to for help.

Brian Pedersen

CRO, Bonsai

Shravan Venkataraman

Went through your presentation of Ali Abdaal's academy page and used the insights gained from that to write sales copy for my own course. This stuff is worth every penny you're charging man! Keep up the good work. I hope you leverage it and many more people come across this.

Ashley Luk

One of my ace colleagues @jenchinifer has been chatting with #ProductMarketing pros & sharing her bite-sized learnings to the #MarketingTwitter verse. Follow along for all her juicy takeaways @coreyhainesco

ALot

Really enjoy the Swipefiles breakdowns

iamparaic

If you're not signed up to @coreyhainesco's swipe files newsletter, you really are missing out.

Jen Chin

Thanks so much for your time & advice, @coreyhainesco! Loved hearing about your personal growth journey and can't wait to join the @SwipeFilesco

Michael Gill

You need Swipe Files in your life 👇🏾 @coreyhainesco

Ahmed

Thanks for sharing your knowledge and helping others. Anyone looking for marketing and copywriting examples, please check out @SwipeFilesco

Hrishi Mittal

I'm learning a lot from @coreyhainesco's Swipe Files newsletter. Solid content and great name too!

Alessandra Colaci

Y'all, @coreyhainesco is one of the smartest marketers on Twitter. I continually learn so much from him about SaaS and growth strategy. Check out his SwipeFiles community for solid teardowns on what is working in marketing.

TaylorIsHere

Another great marketing newsletter with swipe files you can use for your own projects. Give it a sub.

Michael Novotny

Using swipefiles by @coreyhainesco (thanks Corey for making this available) I was able to quickly find a landing page that I want to model some principles after. I took this and broke into two steps. Now I quickly had the framework for my page. 😁

Dylan Redekop

Learn marketing easy with @coreyhainesco

Antony Northcutt

is doing something fabulous for the online marketing community here, why not grab a 7-day free trial?

Ruth L. Snyder

🔥 Signed up for @coreyhainesco newsletter recently and it's amazing! s

Lucas Huizinga

I’m really enjoying the community. It’s one for the few active groups I’m aware of that is really trying to support each other. Great mix of talented people.

Tyler Hakes

My guy @coreyhainesco is about to hit 100 members in his SwipeFiles community. 👀 Lots of awesome content, discussion, and plotting happening over there.

Nicholas Menelaou

Swipe Files' latest email on Intercom's Updates page is really cool. @coreyhainesco makes the case why every product update should belong on a page. That's why I love it when his newsletter hits my mailbox. It's 🔥

Michele @REVgabba

Community: feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals. SwipeFiles is such an amazing place with people I am proud to share ideas, challenges, & laughs. Come join us. Thank you @coreyhainesco! Community rocks. 💜

Puya Turkiyan

Got a pro account at swipefiles.co. Worth every penny!

Josh Lopez

Yo!!! Check out SwipeFiles! @coreyhainesco Has some great information to share. 🤯

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Signed up for @coreyhainesco newsletter recently and it's 🔥

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🔥 Signed up for (the) newsletter recently and it's amazing!

Stu Goulden

Joined @coreyhainesco's Swipe Files for some new inspiration for my side-project: @SurgesReviews. Always learning. Turns out the marketing community there is a great way to stay accountable too. swipefiles.co

Ken Wallace

You seein' this sh*t?! @coreyhainesco does these 🔥 marketing breakdowns in the SwipeFiles newsletter. If you're not on the list, you're missing out.

Think Better

We just discovered Swipe Files and are sharing the secret with you. Swipe Files is a carefully selected library of excellent marketing and copywriting examples with a breakdown as to what makes them so compelling.

Manuel Frigerio

@coreyhainesco's swipe files is some of the most interesting marketing material out there. Check it out

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I just signed up on this awesome website! Cool marketing stuff!

titta.eth

🔥 Signed up for newsletter recently and it's amazing! Growth friends—you might like it!

Lucas H

If you've been meaning to get into marketing/growth hacking, I HIGHLY recommend the Swipefiles newsletter. Every couple of days you get a good marketing inspiration & breakdown.

Marc Thomas

Have been absolutely loving @coreyhainesco Swipe Files mailer recently. So interesting.

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