Product = Marketing

At Leap, all of our engineers are marketers, and all of our marketers are engineers.

That is because they are one-in-the-same. Especially if you are a PLG company (bottoms-up GTM).

You may have built a platform. But the platform helps no one.

Talking about the platforms features helps no one either.

The use-case helps someone. It solves a problem.

You start with the use-case — it tells you who to market to and what problem to tell them you solve.

Pick your channel: SEO, SEM, Ads, etc.

Find the right spear to deliver your message.

Drive that audience to a landing page that speaks to consistent messaging. Make them a compelling promise. Use social proof and examples to build trust.

Earn their click and signup. This is typically where things diverge. Product ≠ Marketing.

But to work, Product = Marketing. Everything has to connect.

In the product, you need to use the same messaging that marketing promised.

And fulfill your promise. Solve their problem.

Once you prove yourself, capture the value.

Apply grease (UX). Repeat.