AMA: Crossbeam Senior Director Product Marketing, Amanda Groves on Developer Product Marketing
March 26 @ 10:00AM PST
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Crossbeam Senior Director Product Marketing, Amanda Groves on Developer Product Marketing
Top Questions
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.
Amanda Groves
Crossbeam Senior Director Product Marketing • March 27
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 (Enterpr......Read More
338 Views
2 requests
How do you build an active and engaged developer community? What is your take on Developer Evangelists?
Working on building awareness for developer.tomtom.com and hiring Developer Evangelists, PMMs and Customer Relationship Managers.
Amanda Groves
Crossbeam Senior Director Product Marketing • March 27
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 l......Read More
447 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • March 27
I have not taken any specific courses related to PMM aside from some learning tracks in Reforge. Most of my experience has been from on the job learning. My advice is to lean into learning - get accredited from well established orgs (pragmatic and reforge) and look for on the job projects to gain......Read More
437 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • March 27
It depends on the organization's GTM motion. Here at Crossbeam we are hybrid, eg. sales-led and product-led. For us, we 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?......Read More
351 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • March 27
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 ......Read More
323 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • March 27
The biggest lesson is don't sleep on the value of community-led when marketing to developers. Developers are curious and care about continuous learning opportunities. Focus on being where they are and sponsoring existing developer communities that they are a part of or create something new. Creat......Read More
337 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • March 27
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......Read More
321 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • March 27
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 th......Read More
346 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • March 27
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......Read More
360 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • March 27
This involves a few things... Direct costs: * salary - the most significant direct cost plus any bonuses or overtime * benefits: the cost of health insurance, dental, life * taxes and social security Indirect costs: * recruitment costs: advertising, interviewing, assessment tests, e......Read More
334 Views
1 request
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