Building Excite-Mint
Docs are the instruction manual for the new internet: one navigated by agents.
Here's where I'd start if I was hired for Mintlify's Marketing Generalist role.
Mintlify's Audience & Positioning
Mock persona
Top-of-funnel channel: X, GitHub, HN, short-form UGC and builder peer conversations.
Non-negotiables: fast setup, clear examples, low maintenance.
Bounce Risks: slow onboarding, unclear pricing, agent incompatibility.
Mintlify Angle: ship docs built for agents without slowing the build.
Mock persona
Top-of-funnel channel: peers, technical reviews and vendor evaluation.
Non-negotiables: governance, migration and team workflows.
Bounce Risks: unclear ownership or enterprise readiness.
Mintlify Angle: agent-accessible docs that scale with the platform.
Campaign #1: Builder Spotlight Series
Find an Series A/B startup built on Mintlify.
Record decisions, trade-offs and outcomes.
Output becomes 5 posts, 2 ads, and 1 blog post.
Customer fact-checks quotes and content.
MOCK / ILLUSTRATIVE
What did you use for docs before Mintlify?
Which Mintlify feature makes the biggest impact on your work?
How hard was it to onboard to Mintlify?
How does Mintlify help you scale your build?
MOCK / ILLUSTRATIVE
Summary:
1. Founding engineer Ersin chose to build Buildify's docs with Mintlify during pre-seed.
2. Parsable and scalable docs contributed to $45M funding round
3. Buildify's team of 28 all use Mintlify.
MOCK / ILLUSTRATIVE
Series B
MOCK / ILLUSTRATIVE
Series A
MOCK / ILLUSTRATIVE
YC Startup
MOCK / ILLUSTRATIVE
Series-C
MOCK / ILLUSTRATIVE
MOCK / ILLUSTRATIVE
Define experienced and early-career Dev/ProdEx leads.
Send useful, personal outreach.
Plan an intimate docs-clinic dinner.
Publish a practical pre-event guide.
MOCK / ILLUSTRATIVE
Capture consented demos and questions.
Record event footage. High-quality footage implicitly encourages reposting, so invest in good photo/videographer.
Post useful live takeaways.
Log context and next steps.
MOCK / ILLUSTRATIVE
Send follow-up and gentle onboarding push to early-career targets within 24 hours.
Follow up with a specific next step.
Publish the recap and clips.
Hand qualified leads to sales.
MOCK / ILLUSTRATIVE
12
MOCK / ILLUSTRATIVE
$60k
MOCK / ILLUSTRATIVE
$250
Assumptions: $3,000 total spend; 12 held meetings; 3 opportunities at $20,000. Targets are not Mintlify results.
Campaign Metrics & Optimization
MOCK / ILLUSTRATIVE
Note: This is illustrative data, meant to demonstrate my thought process for metric tracking and attribution.
MOCK / ILLUSTRATIVE
$60k
MOCK / ILLUSTRATIVE
12
MOCK / ILLUSTRATIVE
100
MOCK / ILLUSTRATIVE
$250
Assumptions: 2,000 visits; 5% visit-to-signup; 12% signup-to-meeting; 3 opportunities at $20k; $3k spend. Attribution is directional.
Week 1: 10
Week 2: 18
Week 3: 32
Week 4: 45
MOCK / ILLUSTRATIVE
2,000 visits → 100 signups → 12 meetings → 3 opportunities → $60k pipeline
Builder-led proof
MOCK / ILLUSTRATIVE
Hypothesis: Social proof from successful founding engineers bring new leads
Measure: Track replies and assisted meetings.
Next: Identify successful founding engineers within Mintlify's CRM.
Event announcement
MOCK / ILLUSTRATIVE
Hypothesis: Framing the invite around exclusivity will drive higher buy-in than around utility
Measure: Compare sign-up rates between templates
Next: Keep the winner; nurture lead in-person
MOCK / ILLUSTRATIVE
Hypothesis: Useful resources outperform generic nudges.
Measure: Compare reply and held-meeting rates between templates.
Next: Keep the winner; inspect lead quality.
30/60/90-Day Plan
MOCK / ILLUSTRATIVE
Focus
Day 30
Day 60
Day 90
Learn
Baseline funnel and customer language
Find resonant topics and objections
Validate repeatable signals
Ship
First spotlight and content tests
Event pilot and steady cadence
Repeat winning formats
Own
Reporting and intake process
Measurement and sales handoff
Quarterly plan and next steps
What I’d need to find out first if I joined Mintlify
Who is Mintlify's internally-defined ICP? Who
What are the current best-performing content and acquisition sources.
Sales feedback, recurring objections and Mintlify strategic goals.
What I Learned Building This
MOCK / ILLUSTRATIVE
As agentic web-traffic grows, custodians of accessible and secure documentation are growing increasingly critical. Mintlify is that custodian, and the world should know.
Mintlify's existing client base contains endless potential for storytelling and world-building, all to position Mintlify as the documentation service to scale from 0 to 1, and from 1 to 1,000,000.
An effective content calendar for Mintlify needs a tightly managed measurement + iteration loop, not just a cadence.
Mintlify is looking for a generalist who owns things end-to-end, all with a unique perspective. That’s me.
Startup work, owned end-to-end. Founding marketer at an 8-person startup, reporting to the CEO and CTO.
I tackle opportunities, not just tasks. Spotted product-market fit weaknesses, escalated next steps, and led the rebrand and repositioning.
Technical B2B messaging. I turn complex cybersecurity capabilities into messaging frameworks, launch narratives, and investor decks.
I know the customer. 20 user interviews in 4 weeks generated 95% positive interest and findings that cut the roadmap.
Repeatable systems. A reworked brand guide cut asset lead times 55% and cross-team standards sped up product iteration 15%.
Field marketing with a budget. Managed a $3K conference budget and hit an 11.1% lead capture rate.
Social content. Grew a following 37% across Instagram, LinkedIn, and X in 9 months.
Fast learner. Promoted to Team Lead after 4,000+ resolved issues, with 2 Mendota Marketing Awards and a 3.91 GPA.
Let's build a digital infrastructure brand people (and agents) love.
edward.kustner@gmail.com
(+1) 262-899-8192
Social Content: X, LinkedIn, Reels
Mintlify has a powerful story to tell: one of innovation, responsibility, and achieving one's dreams.
The content calendar below empowers Mintlify to built a brand world: one where a community of successful engineers builds software responsibly and accessibly for the New Internet.
Docs tips
MOCK / ILLUSTRATIVE
Top-of-funnel guides for builders and product buyers.
UGC
MOCK / ILLUSTRATIVE
Partner with SaaS microinfluencers to seed demand among builders.
Builder Spotlight
Builder Spotlight
MOCK / ILLUSTRATIVE
Inspire the next generation of builders to use Mintlify.
F500 Spotlight
MOCK / ILLUSTRATIVE
Flex Mintlify's social proof and case studies, over and over.
Event Promotion
MOCK / ILLUSTRATIVE
Mintlify is an IRL movement & community, not just a product.
Listen and reply
MOCK / ILLUSTRATIVE
Constantly monitor and engage in user conversations.
MOCK / ILLUSTRATIVE
14-Day Content Calendar
Content archetypes will be consistent across platforms, but final copy and editing will be personalized per-platform.
Content for X will be written with developers in mind: direct and outcome-oriented.
Linkedin continues to serve as an effective touchpoint for VCs, business partners, and new talent, meaning that the tone remains forward-looking and professional.
Reels' short-form format requires strategic clipping and hook design to build captive audiences of aspiring builders. Tone will be instructive and direct.
Day
X
LinkedIn
Reels
Day 1
Docs tip
Docs tips
UGC
Day 2
Builder Spotlight
Listen and reply
Builder Spotlight
Day 3
Event Promotion
Event Promotion
Event Promotion
Day 4
Listen and reply
Listen and reply
Listen and reply
Day 5
F500 Spotlight
F500 Spotlight
UGC
Day 6
Builder Spotlight
Builder Spotlight
Builder Spotlight
Day 7
Event Promotion
Event Promotion
Event Promotion
Day 8
Listen and reply
Listen and reply
Listen and reply
Day 9
Docs tip
Docs tips
UGC
Day 10
Builder Spotlight
Listen and reply
Builder Spotlight
Day 11
Event Recap
Event Recap
Event Recap
Day 12
Docs Tip
Listen and reply
Listen and reply
Day 13
F500 Spotlight
F500 Spotlight
UGC
Day 14
Customer proof
Builder Spotlight
Builder Spotlight
Metrics I'd optimize for: impressions, profile clicks, reposts, signups and replies from target accounts.