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Traction: A Startup Guide to Getting Customers by Justin Mares, Gabriel Weinberg

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CHAPTER 15

Engineering as Marketing

Your team’s engineering skills can get your startup traction directly by building tools and resources that reach more people. We call this traction channel engineering as marketing. You make useful tools like calculators, widgets, and educational micro-sites to get your company in front of potential customers. These tools generate leads and expand your customer base.

In this chapter we present examples of companies like HubSpot and RJ Metrics that have successfully used this under-utilized channel for rapid growth.

Effective Engineering as Marketing

HubSpot, a marketing automation software company, has reached tens of millions in revenue in a few short years. One key to their success is a free marketing review ...

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