Get Better Outcomes
Already a Sharebird user?
Continue with LinkedIn
AMA: dbt Labs Director of Product Marketing, Lauren Craigie
on Developer Product Marketing
September 14 @ 10:00am PST

View AMA Answers

Product Marketing With Lauren Craigie, Director of Product Marketing at dbt
Top Questions
What does a developer product marketing manager need to be exceptional at compared to product marketing manager?
Director of Product Marketing at dbt
I don't think there's any substitute for deep domain expertise and empathy. They should also be an exceptional writer, and have an opinion about adjacent technologies. I'd be less concerned with a developer product marketer's familiarity with the enterprise or buyer persona, less concerned about...more
Director of Product Marketing at dbt
This is also why I think a great Dev PMM doesn't really need any PMM experience. Look to solutions architects, pre-sales engineers, or just developers in your space. It's much easier to learn PMM frameworks than it is to learn a new domain, and gain the respect you need to tap into the best insightsmore
How do I measure the effectiveness of my developer marketing campaigns?
Director of Product Marketing at dbt
A great question. I should caveat by saying that if your organization has a seperate DevRel or DevEx team that reports into product isntead of marketing, I don't expect them to share the same methods of measuring community engagement and uplift. For marketing targets, I would look at new feature ...more
What are the keys to getting started with a developer marketing program?
Director of Product Marketing at dbt
Get crystal clear on the developer persona, and establish a framework for regularly updating it. I don't think there's any better use of your time than talking to folks 1:1 and using the way they frame value to write your own messaging framworks.  I would also take the time to clearly establish ...more
How does sales enablement change when your company is b2d (business to developer) vs traditional enterprise?
What should I do differently? Developers do not want to be sold to.
Director of Product Marketing at dbt
It depends a bit on how your sales team is organized today. But in any event, your product value pillars should always translate to both individual and company-wide gain, so your core message is always consistent, even if the language changes a bit to accomodate the audience. You might consider a...more
How technical does your messaging need to be when marketing to developers?
Director of Product Marketing at dbt
Your documentation needs to be extremely thorough (technical), and your resources need to leave no uncertainty in how or why to use new products and features, but your topline message doesn't necessarily need to be "technical"-- at least not how I think of the word, which is detailed and revealin...more
What are your lessons learned about successfully marketing to developers?
Director of Product Marketing at dbt
* Don't gatekeep access to hands-on learning * While the org-wide value story is important, developer product marketing should focus a little more on "why now, why me" Ensure there are materials that help people ramp quickly and easily. * Ensure packaging and pricing reflects an ability ...more
How do you drive alignment across the exec team on messaging
Director of Product Marketing at dbt
I start with personas. I develop a thesis about core personas based on sales and customer success feedback, and then conduct user interviews to validate or invalidate those ideas. That's probably the most important bit–my job isn't to just synthesize learnings from within our business, it's to co...more
What's the difference between Developer Relations and Developer Marketing? How do you work together?
Director of Product Marketing at dbt
Great question. We actually have a third unit – Developer Experience. I'm sure it differs at other organizations, but at dbt Labs... Developer Relations is focused on growing the community (measured by Slack members and weekly active projects in the open source product), building lasting relati...more
Can you define the Developer Journey? What are the differences between Developer Journey and Classic Funnel?
Director of Product Marketing at dbt
I'm sure it's different for everyone but here's roughly what it might look like if you have a paid product you want developers to convert to: Classic funnel: Website, search, or paid ad > Content/event/sales engagement that shows intent > purchase > expansion/upsell Developer journey: Free tria...more
Our company targets both business customers and developers building apps on top of our platform. I’m a non-technical PMM and the first marketing hire in the company. As our marketing team grows, when should we bring a DevRel into the team?
Our business model is product-led-growth. How should we prioritize bringing in a DevRel vs. other critical functions like content and demand generation as we grow our team and want to do it efficiently?
Director of Product Marketing at dbt
If your company is focused on community building, then I think now is the right time to bring that resource aboard. If you mean Dev PMM or Dev Ex (folks a little more focused on creating resources), you can build this capability internally before dropping someone in: Ask other technical folks at...more
How do you perform extensive competitive product research? I've been tasked with it but I'm missing the mark. This research is for the CEO and Product/Engineering teams who want to know how our tech stacks up in the market. Do you have any tips?
Director of Product Marketing at dbt
We all miss the mark here. I'm not even sure I would trust a PMM that says they don't struggle with this! You can stack the deck though, to show that you're exploring every possible avenue:  1. Consider a competitive monitoring solution like Crayon. I've used them in the past and even if they ca...more
Our product team has a difficult time sticking to timelines. This makes launches pretty difficult to manage without creating large lapses in communication. Any strategies to manage this?
Director of Product Marketing at dbt
Same! In my case, I was also dealing with phased launches--bits of the solution released every few weeks. And I understand why–when you're working with a developer audience there's less appetite for a big splashy release, and more interest in a phased roll-out of a given feature or product just t...more
Work With Lauren
Ask Lauren About
  • Developer Journey vs. Classic Funnel: what's the difference?
  • How do I measure the effectiveness of my developer marketing campaigns?
  • What are the keys to getting started with a developer marketing program?
  • What's the difference between Developer Relations and Developer Marketing? How do you work together?