Plan and evaluate free tools (engineering-as-marketing) that generate leads, attract organic traffic, and build brand awareness.
Step 0: Context Check
Read .agents/product-marketing-context.md (or .claude/product-marketing-context.md
on older setups) first. Only ask for what isn't there.
Pin down:
- Business context — core product, target audience, problems they have
- Goals — lead generation, SEO/traffic, brand awareness, product education
- Resources — dev capacity, maintenance bandwidth, promotion budget
Core Principles
- Solve a real problem. Genuine value. A problem the audience actually has. Useful even without your main product.
- Adjacent to the core product. Related to what you sell. Natural path from tool to product. Educates on the problem you solve.
- Simple and focused. Does one thing well. Low friction. Immediate value.
- Worth the investment. Lead value × expected leads > build cost + maintenance.
Tool Types
| Type | Examples | Best For |
|---|---|---|
| Calculators | ROI, savings, pricing estimators | Decisions involving numbers |
| Generators | Templates, policies, names | Creating something quickly |
| Analyzers | Website graders, SEO auditors | Evaluating existing work |
| Testers | Meta tag preview, speed tests | Checking if something works |
| Libraries | Icon sets, templates, snippets | Reference material |
| Interactive | Tutorials, playgrounds, quizzes | Learning/understanding |
Detailed tool types and examples: references/tool-types.md.
Ideation Framework
Start with Pain Points
- What problems does your audience Google? Search query research, common questions.
- What manual processes are tedious? Spreadsheet tasks, repetitive calculations.
- What do they need before buying your product? Assessments, planning, comparisons.
- What information do they wish they had? Data they can't easily access, benchmarks.
Validate the Idea
- Search demand — search volume, competitiveness
- Uniqueness — what exists, how can you be 10x better
- Lead quality — does this audience match buyers
- Build feasibility — complexity, can you scope an MVP
Lead Capture Strategy
Gating Options
| Approach | Pros | Cons |
|---|---|---|
| Fully gated | Maximum capture | Lower usage |
| Partially gated | Balance | Common pattern |
| Ungated + optional | Maximum reach | Lower capture |
| Ungated entirely | Pure SEO/brand | No direct leads |
Best Practices
- Value exchange clear: "Get your full report"
- Minimal friction: email only
- Show a preview of what they'll get
- Optional: segment by asking one qualifying question
SEO Considerations
Keyword Strategy
Tool landing page: [thing] calculator, [thing] generator, free [tool type]
Supporting content: How to [use case], What is [concept]
Link Building
Free tools attract links because they are:
- Genuinely useful (people reference them)
- Unique (can't link to just any page)
- Shareable (social amplification)
Build vs. Buy
Build Custom
When: unique concept, core to brand, high strategic value, dev capacity available.
Use No-Code Tools
Options: Outgrow, Involve.me, Typeform, Tally, Bubble, Webflow. When: speed to market, limited dev resources, testing the concept.
Embed Existing
When: something good already exists, white-label available, not a core differentiator.
MVP Scope
Minimum Viable Tool
- Core functionality only — does the one thing, works reliably
- Essential UX — clear input, obvious output, mobile works
- Basic lead capture — email collection, leads go somewhere useful
Skip Initially
Account creation, saving results, advanced features, perfect design, every edge case.
Evaluation Scorecard
Rate each factor 1-5:
| Factor | Score |
|---|---|
| Search demand exists | ___ |
| Audience match to buyers | ___ |
| Uniqueness vs. existing | ___ |
| Natural path to product | ___ |
| Build feasibility | ___ |
| Maintenance burden (inverse) | ___ |
| Link-building potential | ___ |
| Share-worthiness | ___ |
25+: Strong candidate | 15-24: Promising | <15: Reconsider
Task-Specific Questions
- What existing tools does your audience use for workarounds?
- How do you currently generate leads?
- Technical resources available?
- Timeline and budget?
Related Skills
- iblai-marketing-lead-magnets: Downloadable content lead magnets (ebooks, checklists, templates)
- iblai-marketing-page-cro: Optimizing the tool's landing page
- iblai-marketing-seo-audit: SEO-optimizing the tool
- iblai-marketing-analytics-tracking: Measuring tool usage
- iblai-marketing-email-sequence: Nurturing leads from the tool