AMA: Crossbeam Senior Director Product Marketing, Amanda Groves on Developer Product Marketing

My take on this is assess what's already out there before building something new. Your team could benefit from becoming active in preexisting communities, building content for them, or sponsoring workshops instead of building something from the ground up. My example for this is when I was first launching Crossbeam's Slack App to the market and we wanted to educated the app developers about the product. We partnered with Slack and our engineering team to author a series of blogs targeted for the ...Read More

The biggest things to keep in mind when selling to enterprise are the concepts of: Multithreading ABM Personalization peer influence With these three things in mind, for developer segments the fundamentals don't necessarily change - it just becomes more important to index on the things devs care about: multithreading: info sec, cto, engineering lead abm: lead with value and outcomes (efficiency metrics, reducing dev load so they can ship faster with less review cycles) personalization: use inten ...Read More

It depends on the GTM motion of the company (marketing-led, sales-led, product-led, ecosystem-led). Let me share some examples for each scenario: Marketing-led: Inbound leads generated from content, performance marketing, events Sales-led: Conversion rate from MQL -> SAL, closed/won (competitive win rate), referrals Product-led: Utilization, tour completion, product sign-ups, WAUs Ecosystem-led: EQLs, partner-sourced/influenced leads (partner referrals) If you're not sure where to start, test ...Read More

Great question. The main differences between these two audiences are their motivations - which impacts deliverability and construction of enablement materials. B2D (Business to Developer) Audience: Cares about technical details, documentation, APIs, directionality of data, etc. B2B (Enterprise) Audience: Cares about usability, implementation, time to value, outcomes. Keep this in mind when creating materials to enable sales for a B2D audience so you show things like: the flow of information (a g ...Read More

It depends on the GTM motion of the company (marketing-led, sales-led, product-led, ecosystem-led). Let me share some examples for each scenario: Marketing-led: Inbound leads generated from content, performance marketing, events Sales-led: Conversion rate from MQL -> SAL, closed/won (competitive win rate), referrals Product-led: Utilization, tour completion, product sign-ups, WAUs Ecosystem-led: EQLs, partner-sourced/influenced leads (partner referrals) If you're not sure where to start, test ...Read More

Agnostic of audience, a good product marketer will speak the common language of the audience they are serving. So when listening to the developer target audience via gong or chorus calls, you notice patterns in choice words/value props - it is necessary to weave those points into the overarching narrative. For example, at Crossbeam we are a data collaboration platform and have to navigate complexities in data sharing + information architecture before our customers can get value. We lightly cover ...Read More

It depends on the organization's GTM motion. My previous company, Crossbeam is hybrid, eg. sales-led and product-led. They drive leads to sales and follow a traditional "funnel" model where certain criteria is met to unlock sales stages. For example - has the contact reached out for a demo or trial? Has marketing qualified the lead? Upon qualification, this account would be marked as a stage 1 opportunity where the sales team would begin their first outreach the pitch and demo. In a sales-led co ...Read More