Like 99% of SaaS companies, Ironclad launched a Gen AI feature in 2023. This was the feature reveal video, showcased during our quarterly launch event, Ironclad Live.
And if you watch the full video, you’ll see our audience was stoked.
At least three customers in the room immediately emailed their CSMs asking for access. It’s a cool feature, so of course they did.
But I believe the video played a huge part in that excitement. The secret ingredient? Confidence.
Now, you might say, “It’s marketing, of course it has to be confident.”
But if you look around, you’ll notice something different.
Sometime in the 2010s, millennials started taking over the creative landscape. And millennials, as a rule, don’t like to promote things without a little irony. They’d rather lean into humor, winks, and self-awareness than come across as too earnest or over the top.
And so we got a wave of tech videos—think Zendesk, Wistia, and Sandwich—packed with cleverness and wit. These videos are great. Creative, fun, beautifully made, with solid product marketing at their core.
But what they don’t do is say, “This product is fucking amazing. It’s going to change your life.”
Because the creators couldn’t bring themselves to say that. They’re allergic to bullshit.
But now the 2010s are behind us, and I think there’s power in bringing back some good, old-fashioned confidence. The kind of confidence you saw with IBM or Apple.
The kind that says, “This shit’s going to rock your mind.”
The kind that says, “We believe in this. And so should you.”
That’s the direction we took with this video. It’s not fancy. It was cheap and fast. But it got attention because it was direct and unabashedly confident.
And guess what? Our audience noticed. They responded.
So give it a try—your audience might appreciate you for it.
