{"id":13936,"date":"2024-09-16T09:33:39","date_gmt":"2024-09-16T09:33:39","guid":{"rendered":"https:\/\/userpilot.com\/blog\/engineering-as-marketing\/"},"modified":"2026-02-23T09:17:49","modified_gmt":"2026-02-23T09:17:49","slug":"engineering-as-marketing","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/engineering-as-marketing\/","title":{"rendered":"What is Engineering as Marketing and How Can It Help You Drive Product Growth"},"content":{"rendered":"<p>What is engineering as marketing and how can it help you\u00a0<a href=\"https:\/\/userpilot.com\/role\/product-growth\" target=\"_blank\" rel=\"noopener noreferrer\">drive product growth<\/a>\u00a0and boost your authority in your industry?<\/p>\n<p>In this article, we\u2019re going to cover everything you need to know about engineering as marketing, including:<\/p>\n<ul>\n<li>What is engineering as marketing?<\/li>\n<li>Best practices for implementing it.<\/li>\n<li>Real-world examples to inspire you.<\/li>\n<\/ul>\n<p>Let\u2019s get started.<\/p>\n<h2 id=\"e93nu\"><strong>What is engineering as marketing?<\/strong><\/h2>\n<p>Engineering as marketing is the practice of using your engineering time to develop complementary free tools that provide value to your target audience and generate leads for your main product.\u00a0 It\u2019s also one of the marketing traction channels that Justin Mares highlights in his book,\u00a0<a href=\"https:\/\/www.amazon.com\/Traction-Startup-Achieve-Explosive-Customer\/dp\/1591848369\" target=\"_blank\" rel=\"nofollow noopener\">Traction: A Startup Guide to Getting Customers<\/a>.<\/p>\n<p>Among the examples are evaluation tools, pricing calculators, embeddable widgets, simple apps, and microsites.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/Traction-book-engineering-as-marketing_7b605cd855ad460f7f3976eddf331298_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/Traction-book-engineering-as-marketing_7b605cd855ad460f7f3976eddf331298_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/Traction-book-engineering-as-marketing_7b605cd855ad460f7f3976eddf331298_800.png\" alt=\"Traction-book-engineering-as-marketing\" \/><\/picture><\/figure>\n<h2 id=\"bmsgc\"><strong>Why is engineering as marketing important?<\/strong><\/h2>\n<p>Offering extremely relevant tools that benefit your audience pays back in multitudes:<\/p>\n<ul>\n<li>You\u2019ll generate leads, especially if you\u2019re email-gating the content.<\/li>\n<li>It boosts your SEO (search engine optimization) efforts by attracting backlinks from high-authority sites. Free tools are usually the biggest link magnets.<\/li>\n<li>It helps you stand apart from competitors, boosting your brand awareness.<\/li>\n<li>It helps you gain traction, especially if you\u2019re a new business just starting.<\/li>\n<li>Helpful tools build\u00a0<a href=\"https:\/\/userpilot.com\/blog\/customer-love\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer love<\/a>\u00a0and improve overall customer satisfaction.<\/li>\n<\/ul>\n<p>Building these tools is typically an expensive and difficult process. You have to get both the engineering team and marketing team involved. That being said, if you have the engineering resources available, engineering as marketing is an excellent strategy for lead generation since competition is lower than in traditional marketing channels.<\/p>\n<h2 id=\"22inj\">What are the key\u00a0<strong>elements of engineering as marketing?<\/strong><\/h2>\n<p>Engineering as marketing is a superpower for growth, but the strategy must be right to be effective. If you don\u2019t nail the key elements, you risk not getting a positive ROI from your investment.<\/p>\n<p>Here are some key elements of engineering as marketing:<\/p>\n<ul>\n<li>Ensure that what you develop is complementary to your core product.<\/li>\n<li>It should focus on doing one thing well. The tool should be low friction and simple to understand.<\/li>\n<li>It should provide some sort of added value to your target user.<\/li>\n<li>It should be free for the user to use, but can also require an exchange for their contact details.<\/li>\n<\/ul>\n<h2 id=\"cua22\">Where does e<strong>ngineering as marketing fit in the marketing funnel?<\/strong><\/h2>\n<p>When looking at the marketing funnel as a whole, engineering as marketing fits between the Top of the Funnel (TOFU) and the Middle of the Funnel (MOFU) stages.<\/p>\n<p>Users that fall under the TOFU stage are generally looking for information about how to solve a particular problem or even trying to figure out what the exact problem is.<\/p>\n<p>This is a dicovery phase.<\/p>\n<p>They then progress to the MOFU stage where they are considering potential ways or solutions to solving the problem.<\/p>\n<p>That&#8217;s why these are the best stages to apply engineering as marketing as it will allow you to introduce your brand to potential customers and it will make it easier to attract them when they reach the Bottom of the Funnel (BOFU) stage when they are ready to buy.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/The-Marketing-Funnel_259917c43ed96280fcb0cb1d7afc736d_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/The-Marketing-Funnel_259917c43ed96280fcb0cb1d7afc736d_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/The-Marketing-Funnel_259917c43ed96280fcb0cb1d7afc736d_800.png\" \/><\/picture><\/figure>\n<h2 id=\"9ai95\">Real-world examples of engineering as marketing<\/h2>\n<p>Let&#8217;s take a look at five real-world examples of engineering as marketing at play.<\/p>\n<h3 id=\"7hfig\">Engineering as marketing example #1: Userpilot\u2019s NPS calculator<\/h3>\n<p>We&#8217;re big fans of engineering as a marketing strategy with our free NPS (Net Promoter Score) calculator.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/Userpilot-NPS-calculator-engineering-as-marketing_69b3dda0a617de5c69f28c1a1de917a7_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/Userpilot-NPS-calculator-engineering-as-marketing_69b3dda0a617de5c69f28c1a1de917a7_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/Userpilot-NPS-calculator-engineering-as-marketing_69b3dda0a617de5c69f28c1a1de917a7_800.png\" alt=\"Userpilot-NPS-calculator-engineering-as-marketing\" \/><\/picture><figcaption>NPS calculator interface.<\/figcaption><\/figure>\n<p>First, let\u2019s understand what a Net Promoter Score is. <a href=\"https:\/\/userpilot.com\/blog\/nps-saas-complete-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">NPS<\/a>\u00a0is a number that represents customer satisfaction and loyalty. It&#8217;s measured by asking users, &#8220;On a scale from 1 to 10, how likely are you to recommend our product to your network?&#8221;.<\/p>\n<p>Then you can calculate the NPS score by taking the % of promoters (number of answers 9-10 \/ total number of answers) and deducting the % of detractors (number of scores 5 and below \/ total number of answers).<\/p>\n<p>NPS scores range from -100 to 100. If your NPS score is negative, then you have more detractors than promoters, it is positive- the opposite. For SaaS, the average NPS score is 30.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/Good-NPS-score-engineering-as-marketing_0eabd8b37f6f7169b886077ad5b6db36_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/Good-NPS-score-engineering-as-marketing_0eabd8b37f6f7169b886077ad5b6db36_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/Good-NPS-score-engineering-as-marketing_0eabd8b37f6f7169b886077ad5b6db36_800.png\" alt=\"Good-NPS-score-engineering-as-marketing\" \/><\/picture><\/figure>\n<p>With our NPS calculator, you can just enter the NPS scores your customers gave you and it\u2019ll automatically calculate it for you. Moreover, you can even find best practices for conducting in-app NPS surveys and analyzing responses.<\/p>\n<p><span class=\"ng-star-inserted\">And by using the mobile SDK capabilities, customers can trigger their <a href=\"https:\/\/userpilot.com\/blog\/mobile-surveys\/\" target=\"_blank\" rel=\"noopener\">NPS surveys directly within their mobile apps<\/a>, effortlessly gathering valuable user insights on-the-go.<\/span><\/p>\n<h3 id=\"1v6q6\">Engineering as marketing example #2: HubSpot\u2019s Website Grader<\/h3>\n<p>HubSpot\u2019s\u00a0<a href=\"https:\/\/website.grader.com\/\" target=\"_blank\" rel=\"nofollow noopener\">Website Grader<\/a>\u00a0is one of the most well-known engineering as marketing examples. It was launched back in 2007 and has been an active lead magnet ever since.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/Hubspot-website-grader-engineering-as-marketing_171af90575eecad693d689615fc3e317_800.png 1x, https:\/\/images.storychief.com\/account_6827\/Hubspot-website-grader-engineering-as-marketing_171af90575eecad693d689615fc3e317_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/Hubspot-website-grader-engineering-as-marketing_171af90575eecad693d689615fc3e317_800.png 1x, https:\/\/images.storychief.com\/account_6827\/Hubspot-website-grader-engineering-as-marketing_171af90575eecad693d689615fc3e317_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/Hubspot-website-grader-engineering-as-marketing_171af90575eecad693d689615fc3e317_800.png\" alt=\"Hubspot-website-grader-engineering-as-marketing\" \/><\/picture><\/figure>\n<p>Website Grader is a free tool that scores your website based on factors like speed performance, SEO, mobile-friendliness, and security. It then offers tips on how to improve your website performance, weaving in call-to-actions that tie into HubSpot\u2019s core offerings. For example, HubSpot encourages you to try their free CMS so you can build fast landing pages easily. They also promote their course content to enrich leads even further and work on moving them down the sales funnel.<\/p>\n<p>HubSpot\u2019s Website Grader is an amazing example of engineering as marketing done well since it checks all the boxes:<\/p>\n<ul>\n<li>It delivers actual value to prospective customers.<\/li>\n<li>It\u2019s free to use, but email-gated so that HubSpot can enroll you in their email marketing campaigns.<\/li>\n<li>It\u2019s highly relevant to their core business offering \u2013 marketing automation and landing page design.<\/li>\n<li>It focuses on doing one thing well \u2013 delivering actionable insights on how to improve your website (while showing how HubSpot can help you make those upgrades).<\/li>\n<\/ul>\n<p>HubSpot\u2019s Website Grader paved the way for future engineering as marketing tools to come.<\/p>\n<h3 id=\"4eif6\">Engineering as marketing example #3:\u00a0<strong>Moz\u2019s Free SEO Tools<\/strong><\/h3>\n<p>Moz has multiple free tools available that do things like competitive link analysis, keyword research, domain analysis, and more. They also have a free Chrome extension called the MozBar. These tools are designed to provide considerable value for free, but they\u2019re also meant to sell their paid products, like Moz Pro or Moz Local.<\/p>\n<p>Especially two of their tools, <a href=\"https:\/\/followerwonk.com\/\" target=\"_blank\" rel=\"nofollow noopener\">Followerwonk<\/a> and Open Site Explorer, have generated thousands of leads for Moz. Similar to Marketing Grader, each solution addresses a problem that an ideal Moz customer faces. With Followerwonk, users can analyze their Twitter followers and get tips for growing their audience. Using Open Site Explorer, users can see where sites are getting links, which is useful for analyzing SEO campaigns.<\/p>\n<p>A key benefit of these tools is the ease of use: prospects simply enter their domain name or Twitter handle.<\/p>\n<p>Moz leverages these free tools as a traction channel to acquire new paying customers. As soon as a potential customer uses the tools, companies can begin engaging them through other traction channels such as sales and email marketing.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/Moz-free-seo-tools-engineering-as-marketing_fe1883900bee3a9cdbca3590bb2ac3c9_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/Moz-free-seo-tools-engineering-as-marketing_fe1883900bee3a9cdbca3590bb2ac3c9_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/Moz-free-seo-tools-engineering-as-marketing_fe1883900bee3a9cdbca3590bb2ac3c9_800.png\" alt=\"Moz-free-seo-tools\" \/><\/picture><\/figure>\n<h3 id=\"mom3\">Engineering as marketing example #4: Shutterfly\u2019s wedding hashtag generator<\/h3>\n<p>The Shutterfly family of brands together make up the leading online retail and manufacturing platform for photography and personalized products. They sell personalized albums, photo books, invitations, cards, and more.<\/p>\n<p>Naturally, one of their biggest markets is weddings.<\/p>\n<p>Shutterfly leans on engineering as marketing to attract future brides and grooms to their website.<\/p>\n<p>They do this with their free\u00a0<a href=\"https:\/\/www.shutterfly.com\/ideas\/wedding-hashtag\/#hashtag_generator\" target=\"_blank\" rel=\"nofollow noopener\">wedding hashtag generator tool<\/a>. That way, wedding guests can share this hashtag on social media when posting pictures of the event.<\/p>\n<p>Shutterfly delivers value with this free hashtag generator tool, and they also promote their most popular wedding-related products on the same page. It\u2019s a solid way to boost sales.<\/p>\n<h3 id=\"d94f\">Engineering as marketing example #5: Wix\u2019s business name generator<\/h3>\n<p>Wix is an easy and quick website builder.<\/p>\n<p>One of Wix\u2019s target audiences is small business owners who want to create a website for their brand.<\/p>\n<p>They also may be just starting and need to decide on a business name. They\u2019ll likely turn to Google to find a business name and find a link to Wix\u2019s free\u00a0<a href=\"https:\/\/www.wix.com\/tools\/business-name-generator\" target=\"_blank\" rel=\"nofollow noopener\">business name generator tool<\/a>.<\/p>\n<p>This is smart marketing because these businesses are so new they don\u2019t even have a name yet \u2013 chances are, they don\u2019t have a website either. Wix makes itself known to these business owners from day one. That way, they\u2019ll be more likely to use Wix when they\u2019re ready to start building their website \u2013 which is the natural next step after picking a name.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/wix-business-name-generator-engineering-as-marketing_81962dc973498a609805b99158e6f139_800.png 1x, https:\/\/images.storychief.com\/account_6827\/wix-business-name-generator-engineering-as-marketing_81962dc973498a609805b99158e6f139_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/wix-business-name-generator-engineering-as-marketing_81962dc973498a609805b99158e6f139_800.png 1x, https:\/\/images.storychief.com\/account_6827\/wix-business-name-generator-engineering-as-marketing_81962dc973498a609805b99158e6f139_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/wix-business-name-generator-engineering-as-marketing_81962dc973498a609805b99158e6f139_800.png\" alt=\"business name generator\" \/><\/picture><\/figure>\n<h3 id=\"8psej\">Conclusion<\/h3>\n<p>Engineering as marketing is an excellent marketing strategy that delivers positive ROI in so many areas.<\/p>\n<p>After reading this article, you now know:<\/p>\n<ul>\n<li>The key takeaways of building free tools that add value for your audience.<\/li>\n<li>Real-world examples that can inspire your building process.<\/li>\n<\/ul>\n<p>Want to build product experiences code-free? <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Book a demo call<\/a> with our team and get started!<\/p>\n<div class=\"poptin-embedded\" data-id=\"616a658c4a50a\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>What is engineering as marketing and how can it help you\u00a0drive product growth\u00a0and boost your authority in your industry? In this article, we\u2019re going to cover everything you need to know about engineering as marketing, including: What is engineering as marketing? Best practices for implementing it. Real-world examples to inspire you. Let\u2019s get started. What [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":13937,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[293],"tags":[104,977,1039,1009,199,143,85],"class_list":["post-13936","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-marketing","tag-best-user-onboarding-tools","tag-boost-retention","tag-drive-growth","tag-drive-product-growth","tag-nps","tag-product-marketing","tag-saas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What is Engineering as Marketing and How Can It Help You Drive Product Growth<\/title>\n<meta name=\"description\" content=\"Explore what engineering as marketing is, and learn how to use it to boost your 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