Choose the audience
Pick one ICP segment. If no ICP exists, the brief says which audience claims are still assumptions.
Feature marketing / 03
A shipped feature is not yet a story.
Explain what changed in words your customer recognizes.
One evidence-backed launch brief for product, marketing, sales, support, and measurement.
Choose the feature and ICP segment. Specky connects the product context and customer evidence, then drafts the page, examples, launch channels, SEO, and success measure for human review.
- Every claim is marked as supported or assumed
- Input, output, setup, and examples included
- Editable assets; nothing publishes without you
A feature moving from product evidence to positioning, launch assets, and measurement
The job
Give every feature one clear audience, problem, promise, and result.
Release notes describe what changed. Good feature marketing explains why the change matters to a particular customer and gives them enough detail to try it with confidence.
Start with a question
“Why should this ICP segment care about this feature right now?”
FeatureICPEvidenceLaunch context
Bring the product change, the ICP segment it serves, the evidence behind the promise, and any setup requirements or limitations.
Specky returns
A reviewable feature marketing system
- Positioning and a plain-language product story
- Landing page, release notes, email, in-app, social, and sales copy
- SEO questions and a post-launch measurement plan
01
Choose
Select the feature and customer segment.
02
Ground
Inspect the evidence and expose assumptions.
03
Explain
Write the job, mechanism, input, output, and examples.
04
Measure
Define the behaviour that should change after launch.
What goes in / what comes out
Clear inputs. Useful work back.
The feature should be understandable before anyone connects a source or runs an AI generation.
You give Specky
- An existing feature, opportunity, experiment, ticket, or a new feature description
- The ICP segment this release is meant to help
- What changed, why now, and any setup or product limitations
- Customer and product evidence already stored in the Product Graph
Specky gives back
- Audience, problem, positioning, value proposition, and differentiation
- A detailed product explanation with expected inputs and outputs
- Benefits, setup steps, and concrete use cases
- Landing-page opening, FAQ, release notes, email, in-app announcement, social posts, and sales talk track
- SEO title, description, keywords, and a measurable launch goal
- A proof check separating supported claims from assumptions
The workflow
From a fuzzy belief to work the team can use.
Each step leaves a reviewable artifact. People stay responsible for the claim, the decision, and what ships.
Connect the product truth
Use an existing feature or product artifact so the launch does not drift away from what the team actually built.
Create the launch system
Generate one consistent story and adapt it to the page, email, product, social, sales, and support contexts.
Agree on the result
Name the primary metric, review window, and guardrails before launch activity is mistaken for customer value.
A concrete example
Marketing the signup-diagnosis workflow without pretending it knows every answer.
The useful promise is not “AI finds the cause instantly.” It is a trustworthy investigation that checks the live source and separates observation, explanation, and uncertainty.
Starting point
- 1Feature: ask why signups changed
- 2ICP: growth PM at a scaling B2B SaaS company
- 3Evidence: PostHog events, recent release, support language
- 4Constraint: the tool must say when data is missing
Useful result
- Headline focused on a calm, evidence-backed answer
- Example showing what Specky checks and returns
- Proof section with supported claims and open assumptions
- Metric: qualified investigations that lead to a reviewed next action
Questions
The practical details
What does Feature Marketing generate?
A complete launch brief: audience, problem, positioning, value proposition, input and output, benefits, use cases, setup steps, landing-page opening, release notes, customer email, in-app announcement, social posts, sales talk track, SEO metadata, FAQs, and a measurement plan.
Can it use an existing Specky feature or opportunity?
Yes. Select a feature, opportunity, roadmap item, experiment, ticket, or strategy card. Specky uses that artifact as product context and keeps the generated brief linked to the same workspace.
How does Specky prevent invented marketing claims?
Claims supported by workspace evidence are separated from assumptions that still need validation. Generated evidence IDs are filtered against real Product Graph nodes before the brief is saved.
Can we edit the generated copy?
Yes. The launch story, positioning, landing-page opening, release notes, and email remain editable. AI drafts the work; your team owns the final language and launch decision.
Does it publish automatically?
No. The first output is a persistent, reviewable brief. Your team decides what gets copied, published, tested, or sent.
Make the next feature easy to understand.
Start with the customer and the evidence. Specky will help your team carry one honest story through the whole launch.