AMA: Observable Head of Marketing, Lauren Buchman on Developer Product Marketing

Developer personas are diverse! You could rename them "technical practitioners" to better describe this group of humans. High level, in the business world, they are the folks who put fingers on the keyboards, not the folks who write checks. The operators. Because of this, there are personas that will work for some products, and not others. Some of the ways developers can be grouped is by job title: Software developer Software engineer Mobile developer App developer Web developer Data scientist D ...Read More

I love this question. First, I would say to save your company's BDR/SDRs time and avoid trying to set up calls with developers. You'll avoid a lot of frustration on both ends. Gating content content from developers and forcing them to fill in forms might give you a short term bump in leads, but the quality will be low. Instead, think of the sales funnel as living side by side with the individual developer journey and look for ways to compliment the activities with the key decision makers and the ...Read More

At it's core: it's not different from B2B or B2C when you strip it down to the pillars of what makes for any successful marketing. Understanding your audience: What are their drivers, their pains, their perceptions?  Where do they gather?  Who do they trust?  How do they influence the buying process in their companies? Are they highly influencial and going to drive product sales and adoption organically? Or is enabling them as a post-sales activity a critical pathway to success and a blocker? Wh ...Read More

It depends! A common pitfall in developer marketing messaging is that the marketers spend a bunch of time trying to put things into terms they can understand as a non-developer. The trouble is, what works for you doesn't necessarily translate for them. Focus on the problem that your product is solving for them, how they would describe it, and what resonates with them.  That said, the messaging is often times going to veer away from classic organizational benefits: cost, ROI, competitive advantag ...Read More