AMA: Google Product Marketing Lead, Varun Krovvidi on Developer Product Marketing

Ah, the perennial question. Before we dive into "how to", let us look at the primary characteristics of an "active and engaged" developer community; and then work our way backwards. - Being part of any "community" is primarily to serve a deeply human need. There are a ton of communities I can be part of as a developer, but why should I choose to engage with a specific one? typically this boils down to 4 reasons1/ Identity and meaning: We derive a sense of identity and purpose from our affiliatio ...Read More

If you've spent time in the world of individual developer marketing, you know it's about passion, about the thrill of building something new. But when you step into the enterprise, things shift dramatically.You're not selling a dream anymore; you're selling stability, reliability, and a solution to a very real problem.It's not just about the code anymore. It's about how that code fits into a massive, intricate machine. Enterprise developers aren't just building siloed projects; they're solving i ...Read More

Any developer community is about building something that resonates, something that developers genuinely want to be a part of. But, before we dive into the "how," let's really question the "why." Why are we after this exponential scale? are we looking at developer communities like a top of the funnel tactic? If that's the only reason, we're already on the wrong track. Because here's the truth: a massive, disengaged community is worse than a small, passionate one. It's like having a room full of p ...Read More

Ah, the graveyard of developer marketing. I've seen some scars, lessons etched in the memory of many a marketing team. Developers have a finely tuned BS detector. They can smell inauthenticity a mile away. So, when strategies fail, it's often a matter of violating some fundamental principles. There are infinite ways this can go wrong, but here are few: Feature dumps: One classic blunder is the "feature dump." You know the drill: You share a barrage of tech specs, a laundry list of capabilities, ...Read More