AMA: dbt Labs Former Director of Product Marketing, Lauren Craigie on Developer Product Marketing
September 14 @ 10:00AM PT
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Inngest Head of Marketing • 4y
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 tho...
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How do you manage launches when the product team has a difficult time sticking to timelines?
This makes launches pretty difficult to manage without creating large lapses in communication.
Inngest Head of Marketing • 4y
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 audien...
539 Views
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Inngest Head of Marketing • 4y
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 to...
387 Views
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Inngest Head of Marketing • 4y
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" Ensur...
347 Views
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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.
Inngest Head of Marketing • 4y
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,...
435 Views
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Inngest Head of Marketing • 4y
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...
366 Views
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Inngest Head of Marketing • 4y
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 t...
389 Views
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Inngest Head of Marketing • 4y
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...
389 Views
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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?
Inngest Head of Marketing • 4y
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 eve...
532 Views
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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?
Inngest Head of Marketing • 4y
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 foc...
814 Views
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Inngest Head of Marketing • 4y
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, sea...
1509 Views
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Inngest Head of Marketing • 4y
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 gro...
1697 Views
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