AMA: Google Assistant Developer Marketing Lead, Vishal Naik on Developer Product Marketing
July 14 @ 9:00AM PT
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👋 Vishal Naik
Hi all, I'm Vishal Naik, Head of Product Marketing for AI (and platform and developers) at Box
• 👋 Based in: San Francisco
• 🧠 Top of mind: KPop Demon Hunters
• 💬 Ask me about: DIYing stuff
• 🍦 Fun fact: we just opened a new role on the Box AI PMM team
• 👋 Based in: San Francisco
• 🧠 Top of mind: KPop Demon Hunters
• 💬 Ask me about: DIYing stuff
• 🍦 Fun fact: we just opened a new role on the Box AI PMM team
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
Build great relationships with DevRel, re-evaluate your perception of what channels work or don't work from your previous experience (because developers do act differentl...
879 Views
2 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?
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
First off, I don't think there is a template on building out the marketing function, it depends on what makes the most sense for your organization. If I were in your shoe...
424 Views
1 request
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
I like to think the developers create the long-tail of use cases for end users. With that, I measure in three dimensions: first, momentum in the platform; second, quantif...
1640 Views
2 requests
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
Newsletters are great--to a developer or not, email marketing has a ton of value. At my last company, email was the #1 driver of actions–that was consistent with web and ...
1466 Views
2 requests
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
The best sales people that I’ve worked with “know enough to be dangerous” meaning they dont try to know everything, but they know enough to have a basic conversation and ...
1470 Views
2 requests
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
How I described developer marketing in new hire onboarding at a previous company is that a developer platform gives someone the ability to customize their needs in a part...
1454 Views
2 requests
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
In this area, developer marketing isn't that unlike core product marketing, in that the customer journey for Enterprise is more complex. For smaller companies, all phases...
1593 Views
4 requests
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
To line list some metrics I’ve used in the past: number of live integrations in production, number of developer trial sign ups, conversion rate of developer trial sign up...
1479 Views
4 requests
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
I tend to look at DevRel as a pretty unique role that's part CSM, part Marketing and part Pre-Sales. Developer Marketing is full-stack marketing around a technical produc...
1394 Views
2 requests
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
Developers want to know what something does and how it works. They want to jump in and try it out themselves. They want to see something new and get their hands on it. I’...
753 Views
2 requests
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
I think there are two areas to start with: where the user is working from and what use cases you can create. From a user experience POV, if you need to embed your tool in...
884 Views
2 requests
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
My biggest piece of advice is to not forget about decision makers and end-users. Developers are a hugely important persona that has a unique set of needs, but they are ul...
928 Views
2 requests
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
I’d sum it up with the ability to tell a complicated story quickly and concisely as well as the ability to nuance your work between developer personas and decision maker ...
761 Views
2 requests
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
Generally speaking, developer platforms bring about more customer usage and higher customer retention, so from a pricing standpoint, I tend to not get too deep on how to ...
800 Views
2 requests
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.
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
While I don't want to discount the personal thrash this puts on you, I’d suggest you quantify the impact in a manner that is around the health of the business. Showcase t...
1027 Views
2 requests
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
I don't think that marketing to developers takes you away from the classic marketing funnel. You still need to drive awareness, adoption and advocacy. The difference is t...
1561 Views
5 requests
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
These are some of the main stakeholders a core PMM would work with. With Sales, I tend to like to see what is resonating with prospects. Is there a specific line or way...
1622 Views
2 requests