Writing detailed documentation is a task most employees avoid. By recording a quick video walkthrough of a process (e.g., how to pull a report), that video can be shared, referenced, and then automatically transcribed by AI into a structured SOP, eliminating the friction of manual writing.
When product marketers create a video walkthrough of the complete customer journey for a campaign—from social post to in-product upgrade—they are forced to test every step. This acts as a forcing function for quality assurance, allowing the team to identify friction points or broken links before launch.
Instead of using meetings for context-setting, Loom’s team sends a required 'pre-watch' video walkthrough of the strategy. This forces stakeholders to arrive with full context, allowing the live meeting to be shorter and entirely focused on critique, asking clarifying questions, and making decisions.
Loom's internal research found that managers sharing weekly video updates, rather than text-based ones, resulted in a 2x increase in team connection. This practice cascades information effectively, models time empathy, and ensures employees feel more recognized and clear on their goals.
Shifting to an async-first culture where meetings are preceded by required video "pre-watches" is a significant change management effort. Success requires leadership to model the behavior and set a clear standard that attending a meeting unprepared is unacceptable, forcing people to manage their calendars for async work.
Rather than a feature-focused launch, Loom's campaign for its AI note-taker addressed a higher-level emotional need: the anxiety of preparing for and returning from vacation. This B2B strategy connected a functional tool to a relatable human experience, making the marketing more resonant.
The primary benefit of internal marketing isn't just self-promotion; it's making the marketing team a visible and approachable destination for ideas from across the company. The best campaign concepts often originate from unexpected sources like SDRs or engineers who, because of internal hype, know who to share their insights with.