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Justine Davis

AMA: Atlassian VP / Head of Product Marketing, Agile and DevOps solutions, Justine Davis on Developer Product Marketing

November 17 @ 9:00AM PST
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Atlassian VP / Head of Product Marketing, Agile and DevOps solutions, Justine Davis on Developer Product Marketing
Top Questions
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
Be very clear who your buyer is. When going after the enterprise, developers are not your buyer. They are one very influential piece of the puzzle though. Developers will be your end users but ultimately the buyer is likely at the VP level.  To build your champions, first build a product they ......Read More
1621 Views
3 requests
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
In product is good, but only if it is helpful. Do not make your product times square. Release. notes, blogs, social leading to blogs, whats new section in product, office hours, newsletters, etc. work well. Just give them the option to self serve the information they need and stay out of their wa......Read More
520 Views
2 requests
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
There aren't developer PMMs and non developer PMMs on my team. A PMM is a PMM and they need to be exceptional at 1) knowing their audience 2) Knowing their market and competition 3) Knowing that content is only as good as the distribtuion plan you put behind it. The third bullet there is the diff......Read More
1438 Views
3 requests
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
DevRel and Dev Marketers are 2 sides of the same coin. Developer relations (or tech evangelists) are responsible for the truly technical content with the ultimate goal of building a developer community to market the product. Developer marketers partner with DevRel to distribute their content and ......Read More
722 Views
2 requests
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
1. Create a community and push all your content towards that community. 2. Create a newsletter that devs get opted in to or sign up for (but follow those GDPR rules) 3. Spend time on good documentation. Good documentation is marketing in itself 4. Find your open source element to tap in to the......Read More
505 Views
3 requests
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
The best products are built with the market in mind–and product marketing should contribute long before anything gets put on a shelf. It is an expectation that product marketing is involved way before the feature gets built and can answer "can I sell this?" with product. It definitely helps to ha......Read More
965 Views
2 requests
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
Assuming your model is product led growth, you want to track site visits, sign ups, first day usage, week 2 usage, monthly usage, feature usage (especially what features are used first), and upsell.  Technical evangelists should be tracked by views and viewer retention rates that eventually le......Read More
1342 Views
3 requests
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
There is not really a difference if you are working at a product led growth company. You should drop developer sign ups the same way you would track any marketing funnel: * Site visits * Evaluations * first day usage * second week usage * monthly active usage * feature usage * upsell * c......Read More
528 Views
3 requests
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
Technical evangelists should be tracked by views and viewer retention rates that eventually lead you to the funnel metrics that marketers track. Ultimately you will want develoepr marketing to roll in to the regular metrics you track as a marketing leader with traffic, evaluations, active usage, ......Read More
497 Views
2 requests
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
Traditional sales tactics will not help you start conversations with developers. you will rely more on content marketing than sales in order to "sell" to developers.  Do not cold call developers. Instead make it very clear how your product will solve developer problems on a very technical leve......Read More
479 Views
3 requests
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
I would say long form content messaging needs to be very technical towards developers and that is where developer evangelists are powerful at building brand trust and community. Short form messaging is the same as any other messaging: needs to understand the target audience and speak to their pai......Read More
408 Views
2 requests
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
Take everything you learned from marketing to typical consumers and throw it out the window. What works for most personas in B2B or B2C will not work here. 1. Developers majorly dislike being marketed to so you have to make marketing feel like it isn't marketing. Interview, interview, and then ......Read More
1333 Views
3 requests
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
Developer marketing is marketing towards the developer persona. Developers typically hate marketing and will not respond to things like ads, "ship software faster" messaging, and traditional consumer marketing tactics. To be good at developer marketing, you have to speak their language, think abo......Read More
1236 Views
3 requests
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?
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
Ah the famous chicken or the egg problem. DevRel is most powerful when partnered with a marketer who knows how to get eyeballs on the technical content. This is a partnership in the most beautiful form, hard for one to be successful without the other. Since you are the first marketer, it is time ......Read More
384 Views
2 requests
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
There is not really a difference if you are working at a product led growth company. You should drop developer sign ups the same way you would track any marketing funnel: * Site visits * Evaluations * first day usage * second week usage * monthly active usage * feature usage * upsell * c......Read More
836 Views
2 requests
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
I don't :) Not my job to hire developers. It is my job to evaluate the role of product marketing and developer advocates, however. I don't typically look at the cost of hiring them, but I do look at the typical business metrics and marketing funnel metrics to ensure we are ROI positive. I partner......Read More
846 Views
2 requests
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
Devs realy like to be shown as opposed to be told. Don’t create sales decks - instead, take to social media, build smaller feature videos based on each problem - devs don’t want to sit and read a 3 page blog post. Stick to visual things. Channels n no particular order: 1. Reddit is a gold mine ......Read More
1013 Views
2 requests
What are the best product demonstration videos you've seen?
I'm creating product demo videos for a client. What are the best product demonstration videos you've seen? These are not the 90-sec explainer videos, but short videos demonstrating actual software products.
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
Rather than name the best product demos, I think I will tell you what makes a good product demo. (for what it is worth, Atlassian's demo den series on Youtube from product managers is an exampel of a fantastic product demo series). Your ultimate goal is to educate, inspire, and convince the view ......Read More
1150 Views
2 requests
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
1. Be literal instead of aspirational 2. Speak tot heir pain points and really understand what those pain points are 3. Say more with less - whitepapers and really long form blogs that are not helpful will not work. Leverage the community aspect as much as possible here and use code snippets, r......Read More
952 Views
2 requests
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17
You have to message and target both, with different messages/tactics.  Example: Let’s say the platform team evaluate the product themselves. If the developers don’t see enough value in the product then they won’t use it, and the product will fail. My guidance is to understand the end user (de......Read More
936 Views
2 requests