Most companies struggle to get a monthly update out the door. GitHub, on the other hand, publishes (on average) 29 updates a month. 🤯 Check out this video where I investigate how they squeeze every improvement for marketing benefit.

Davinci. Archimedes. Newton. Beethoven. So many genius thinkers that we'll never observe in real time. But what if I told you that there's a modern day genius working in public that we can observe in real time? That genius: GitHub. Their art: the changelog. The video: below.

Me deciding on if it's marketing week or development week.

Ever wonder how GitHub turns product updates into cash? Their secret is moving readers down the funnel based on the audience and context of the update. Don't overthink it! Usually the next best step for a potential customer is "start a trial" — when in doubt recommend that as their next step!

Linear has it right: WHY you've built something is as important as what you built.

Too many companies hide their changelog behind a login form. You need to get credit for your hard work... potential customers are looking for confirmation that you're alive, shipping, and not an AI zombie 😅.

Remember when I spent a week reading all 192 changelog entries from Linear? Yeah, me neither 😅. I just rewatched and I think the lessons in there are even more true than when I recorded the video, check it out: https://youtu.be/Ppc5ZCvf71k?si=YsVb68gaBG0cHP9V

If we were building Changebot 5 years ago, writing the blog post "What's a changelog?" would have been a viable stra, but now people go to LLMs with questions like: "I have a 15-person engineering team using GitHub and Linear, shipping twice a week". You gotta show up for that!

"You need content for every permutation of your product and everything you integrate with." That's the new bar. No marketing team can hit it with headcount alone. https://changebot.ai/blog/product-marketing-is-the-ascendant-discipline

Product marketing was a supporting function for a decade. Now that LLMs are the discovery channel, it's the whole game. Specific product content beats generic SEO content every time. https://changebot.ai/blog/product-marketing-is-the-ascendant-discipline

Product marketing was a supporting function for a decade. Now that LLMs are the discovery channel, it's the whole game. Specific product content beats generic SEO content every time. https://changebot.ai/blog/product-marketing-is-the-ascendant-discipline

Customer: "We're ready to sign up, just need you to jump through a few hoops." Me:

Updates touch every SaaS metric: retention, acquisition, expansion, pricing. Most teams treat them as a chore (or just don't deal with them at all,) the OGs treat them as a growth asset. https://changebot.ai/blog/changelogs-the-pms-secret-weapon

Your support team built a secret Slack channel just to track what your own engineering team shipped. https://changebot.ai/blog/the-support-teams-secret-channel

Most 'collaborative' meetings are just information extraction. You are there because the information had no other path to reach you. https://changebot.ai/blog/the-meeting-you-shouldnt-have-to-attend

"That one button just saved me five hours. Every single month." https://changebot.ai/blog/from-five-hours-to-five-minutes

Your team shipped 100 improvements. Customers think you shipped 10. Guess who's right? changebot.ai/blog/getting-paid-to-build-is-easy

When I pitch turning code changes into customer updates, the most common response is: "Our commits are garbage, this will not work for us." After giving us a try they're shocked that we can turn "fix", "new feature", or "wtf??" into a great update. https://changebot.ai/blog/this-to-that

"We don't update customers enough" is a common realization. The less common one: it's an ownership problem, not a writing problem. Urgent beats important every time without a named owner. https://changebot.ai/blog/whos-responsible-for-customer-updates

The office solved info sharing through... just being near each other, then we all went remote without replacing the value of nearness. Most companies filled the gap with more meetings, but what if there was a better way? https://changebot.ai/blog/the-hybrid-workplaces-hidden-product-challenge

We put the team on our back.

A 12-person meeting runs 45 minutes every week to share release status. Guess how much that costs the company every year? https://changebot.ai/blog/the-release-communication-death-spiral

Every monthly invoice is a decision. Customers who see nothing assume the product is stagnating. Most of them are wrong... but none of them are staying. https://changebot.ai/blog/the-art-of-the-update

When dev stalls, most founders go quiet. The lack of communication starts the death spiral. Not from the technical debt. https://changebot.ai/blog/the-development-hell-death-spiral-and-how-to-escape

Customer quotes slow down your changelog. GitHub's fix: have developers write them. Their customers are developers anyway, 600 of 1,000 words in one update came from their own team. https://changebot.ai/blog/heres-how-github-uses-their-developers-to-write-better-changelogs

Who's excited for their "minor bug fixes and improvements"?!

Customers do not take your word for it at price increase time. They go check the changelog. If it's empty, no email fixes that. https://changebot.ai/blog/how-to-update-your-changelog-before-a-price-increase

What’s the most recommended book that you’ve never read? I’ll go first: “Buy Back Your Time” by Dan Martell.

Most companies struggle to get a monthly update out the door. GitHub, on the other hand, publishes (on average) 29 updates a month. 🤯 Check out this video where I investigate how they squeeze every improvement for marketing benefit.

1 update = 1 ticket

Davinci. Archimedes. Newton. Beethoven. So many genius thinkers that we'll never observe in real time. But what if I told you that there's a modern day genius working in public that we can observe in real time? That genius: GitHub. Their art: the changelog. The video: below.

Ever wonder how GitHub turns product updates into cash? Their secret is moving readers down the funnel based on the audience and context of the update. Don't overthink it! Usually the next best step for a potential customer is "start a trial" — when in doubt recommend that as their next step!

Linear has it right: WHY you've built something is as important as what you built.

Too many companies hide their changelog behind a login form. You need to get credit for your hard work... potential customers are looking for confirmation that you're alive, shipping, and not an AI zombie 😅.

One pushup every time I updated my customers on product improvements.

Remember when I spent a week reading all 192 changelog entries from Linear? Yeah, me neither 😅. I just rewatched and I think the lessons in there are even more true than when I recorded the video, check it out: https://youtu.be/Ppc5ZCvf71k?si=YsVb68gaBG0cHP9V

If we were building Changebot 5 years ago, writing the blog post "What's a changelog?" would have been a viable stra, but now people go to LLMs with questions like: "I have a 15-person engineering team using GitHub and Linear, shipping twice a week". You gotta show up for that!

"You need content for every permutation of your product and everything you integrate with." That's the new bar. No marketing team can hit it with headcount alone. https://changebot.ai/blog/product-marketing-is-the-ascendant-discipline

Product marketing was a supporting function for a decade. Now that LLMs are the discovery channel, it's the whole game. Specific product content beats generic SEO content every time. https://changebot.ai/blog/product-marketing-is-the-ascendant-discipline

Product marketing was a supporting function for a decade. Now that LLMs are the discovery channel, it's the whole game. Specific product content beats generic SEO content every time. https://changebot.ai/blog/product-marketing-is-the-ascendant-discipline

Updates touch every SaaS metric: retention, acquisition, expansion, pricing. Most teams treat them as a chore (or just don't deal with them at all,) the OGs treat them as a growth asset. https://changebot.ai/blog/changelogs-the-pms-secret-weapon

Your support team built a secret Slack channel just to track what your own engineering team shipped. https://changebot.ai/blog/the-support-teams-secret-channel

Most 'collaborative' meetings are just information extraction. You are there because the information had no other path to reach you. https://changebot.ai/blog/the-meeting-you-shouldnt-have-to-attend

"That one button just saved me five hours. Every single month." https://changebot.ai/blog/from-five-hours-to-five-minutes

Your team shipped 100 improvements. Customers think you shipped 10. Guess who's right? changebot.ai/blog/getting-paid-to-build-is-easy

When I pitch turning code changes into customer updates, the most common response is: "Our commits are garbage, this will not work for us." After giving us a try they're shocked that we can turn "fix", "new feature", or "wtf??" into a great update. https://changebot.ai/blog/this-to-that