Why this works
Product marketing has the hardest content job in any company: explain what's new, who it's for, and why it matters, every quarter. Recording the people closest to the work, PMs, design, and early customers, gives you a content engine that doesn't need to be rebuilt from a brief every time.
Who you'll feature
The product manager. Names what the feature does and the trade-off they made.
An early customer. Speaks to the workflow it changed for them.
A designer or engineer for the texture behind the decision.
How to capture it
Open MarketScale → Requests → New Request to the PM and the early customer. Three prompts to each:
What did people do before this existed?
What does this change?
Who's it for, and who's it not for?
Pair the PM's answers with a screen recording of the actual feature.
For panel-style launches, use Remote recording with PM, customer, and an industry expert.
Use AI Writer to draft launch copy, sales talking points, and release notes from the recording.
Reuse it (the 1:10 framing)
One product story becomes:
A 90-second feature-launch video.
A 30-second LinkedIn post from the PM.
A 30-second customer reaction clip.
A blog post from the transcript.
A Help Center article with the embed.
A sales-enablement clip for SDRs and AEs.
An analyst-briefing snippet.
A roadmap slide for the next QBR.
An outbound email video attachment.
A pinned launch playlist on your Channel feed.
Group every launch into a Collection in Ready to Share for sales, support, and customer success.
Common mistake
Listing every feature in one launch video. The piece works when it answers "what is this for" before "what does it do." Anchor the launch in one customer use case, name the trade-off, and the rest of the messaging writes itself. Writing Edit Briefs That Get Your First Draft Right covers how to keep the cut focused.