AMA: Observable Head of Marketing, Lauren Buchman on Developer Product Marketing
April 14 @ 10:00AM PST
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Observable Head of Marketing, Lauren Buchman 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.
Lauren Buchman
Tailscale Director of Product Marketing • April 14
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, bu......Read More
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Do you have a CTO, CIO or developer persona profile that you can share?
Looking for slides or document that spells out what particular personas like or don't like as well where they congregate (what media they read, what groups they follow, etc)
Lauren Buchman
Tailscale Director of Product Marketing • April 14
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 ......Read More
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Lauren Buchman
Tailscale Director of Product Marketing • April 14
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 i......Read More
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Lauren Buchman
Tailscale Director of Product Marketing • April 14
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......Read More
1150 Views
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