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AMA: Matterport Former VP of Product Marketing and Platform, Indy Sen on Developer Product Marketing
May 18 @ 10:00AM PST
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Matterport Former VP of Product Marketing and Platform, Indy Sen 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.
Indy Sen
Canva Ecosystem Marketing Leader • May 18
I'd say the mindset shift in B2D is that it's no longer "sales enablement", but just "enablement". And that should be a shared goal across your organization, whether it's the marketing team, sales team, product or support team who are dealing with your developer. You are correct in saying tha......Read More
378 Views
3 requests
Indy Sen
Canva Ecosystem Marketing Leader • May 19
Lol, yes, marketing to developers and technical audiences like data scientists is not for the faint of heart. They are naturallly suspicious of glitzy marketing, and have very low tolerance for buzz words (e.g. "business transformation", "collaborative intelligence", etc). Wining and dining t......Read More
488 Views
2 requests
Indy Sen
Canva Ecosystem Marketing Leader • May 18
I like the spirit of this question, as it's not just relevant to API products but also any product that has a similar onramp due to it being technical. You also touch on something that many inadvertently forget--that it's not enough to launch a product, you also have to think about the "landing" ......Read More
396 Views
3 requests
Indy Sen
Canva Ecosystem Marketing Leader • May 19
Good question. You should definitely have the technical stuff at the ready, and usually docs will be your best friend for that, as would "Getting Started" guides, video walkthrough, etc. But I tend to think of the technical stuff as the what and messaging as the how. Developers are people......Read More
345 Views
2 requests
Indy Sen
Canva Ecosystem Marketing Leader • May 18
The key thing is will he or she be able to effectively fight for developers to have a distinct voice within your organization, especially for what they need to do in order to be successful. I've been at many companies where developer marketing or the B2D platform play was secondary or complem......Read More
290 Views
2 requests
Indy Sen
Canva Ecosystem Marketing Leader • May 18
In of the questions above I alluded to having a developer marketing funnel. This is like your classic marketing funnel across top of funnel and middle of funnel but where bottom of the funnel should end up being focused on adoption and advocacy, not sales. Which leads us to how you measure ef......Read More
315 Views
3 requests
Indy Sen
Canva Ecosystem Marketing Leader • May 18
I'd say Developer Marketing + Developer Relations = Developer GTM. You'll want to pair these two functions as much as possible, and the way I've always thought about it is that Dev Marketing structures and provides the overall air cover (awareness, channel and content strategy, program management......Read More
482 Views
2 requests
Indy Sen
Canva Ecosystem Marketing Leader • May 19
The key to getting started imho is alignment. This is especially important in B2B/B2C organizations where developer marketing may exist alongside a traditional marketing organization that's focused on the customer/buyer persona. Developer marketing, as mentioned in some of the answers above, i......Read More
347 Views
2 requests
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?
Indy Sen
Canva Ecosystem Marketing Leader • May 19
There's no silver bullet for this. You want to bake competitive research into everything you do and have your antennae out. The cool thing about product marketing is that done right, you have a unique vantage point. You are the closest members of your team to customer conversastions, product conv......Read More
395 Views
1 request
Indy Sen
Canva Ecosystem Marketing Leader • May 19
Yep, a question that's near and dear to my heart because accurately representing your developer journey is such a clarity boost for everyone on the team. I like to think of the developer journey as a developer funnel. That's why developer marketing is still marketing at its heart. Traditional......Read More
353 Views
2 requests
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