Why Infrastructure as Code Companies Need This

For infrastructure as code products, a well-crafted use case video is essential. Your target buyers—Platform Engineers, DevOps Engineers, Cloud Architects—are evaluating multiple solutions and need to quickly understand why your product is the right choice.

The unique challenges of marketing infrastructure as code mean your use case video needs to:

! Address: Differentiating from Terraform/open source

! Address: Justifying cost for teams already using free tools

! Address: Explaining enterprise value clearly

Key Components

Every effective use case video for infrastructure as code should include:

1
Specific persona/problem focus
2
Real workflow demonstration
3
Before/after comparison
4
Results or benefits shown
5
Clear next step

Step 1: The Brief

Before creating your use case video, document answers to these questions specific to your infrastructure as code product:

Product Questions

→ What specific declarative configuration capabilities does your product offer?
→ How does your product differ from HashiCorp?
→ What metrics can you share about performance or results?

Persona Questions

Platform Engineers:

→ How does your product address: State management complexity?
→ How does your product address: Multi-cloud support?

DevOps Engineers:

→ How does your product address: Learning curve for teams?
→ How does your product address: CI/CD integration?

Use Case Questions

→ How does your product support platform engineering?
→ How does your product support multi-cloud management?

Step 2: The Draft

With your brief complete, create your use case video following this structure:

Use Case Video Outline

1. Specific persona/problem focus
2. Real workflow demonstration
3. Before/after comparison
4. Results or benefits shown
5. Clear next step

Tips for Infrastructure as Code

TIP Lead with the problem: State management complexity resonates with Platform Engineers

TIP Show, don't tell: Include examples of declarative configuration and state management

TIP Address objections: Differentiating from Terraform/open source will be top of mind

Common Mistakes to Avoid

When creating a use case video for infrastructure as code, watch out for these pitfalls:

X Too broad, trying to cover everything

X Not showing the actual product

X No clear persona targeting

X Missing context about the problem

X Poor production quality

Step 3: Production

With your draft complete, focus on these production steps:

→ Get feedback from someone who matches your target persona

→ Test messaging claims with real prospects if possible

→ Ensure design supports (not distracts from) the content

→ Set up tracking/analytics to measure effectiveness

Recommended Tools

Loom Tella.tv Screen Studio

Learn From These Companies

Study how these infrastructure as code companies approach their marketing:

HashiCorp ↗

Public

Multi-product ecosystem, open source to enterprise path

Pulumi ↗

Series C

Programming language differentiator, developer experience focus

Spacelift ↗

Series B

CI/CD for IaC positioning, GitOps focus

Related Guides

Use Case Video for Other Categories

Use Case Video for API Platforms Use Case Video for Data Infrastructure Use Case Video for Developer Tools

Other Guides for Infrastructure as Code

Messaging Framework for Infrastructure as Code Demo Video for Infrastructure as Code Sales Deck for Infrastructure as Code

← Back to Infrastructure as Code Marketing

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