Indy Sen

AMA: PopSQL VP of Marketing, Indy Sen on Developer Product Marketing

May 18 @ 10:00am PST

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Top Questions
For an API product, how have you been able to successfully continue engagement with developers after they have completed onboarding? Strictly email? Does that outperform/under perform regular web and mobile customers?
Indy Sen
VP Marketing at PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, Salesforce
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" ...more
How do I measure the effectiveness of my developer marketing campaigns?
Indy Sen
VP Marketing at PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, Salesforce
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...more
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
VP Marketing at PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, Salesforce
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...more
What's the difference between Developer Relations and Developer Marketing? How do you work together?
Indy Sen
VP Marketing at PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, Salesforce
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...more
What does a developer product marketing manager need to be exceptional at compared to product marketing manager?
Indy Sen
VP Marketing at PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, Salesforce
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...more
What are the keys to getting started with a developer marketing program?
Indy Sen
VP Marketing at PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, Salesforce
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...more
How technical does your messaging need to be when marketing to developers?
Indy Sen
VP Marketing at PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, Salesforce
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...more
What advice could you share for people marketing to developers?
Indy Sen
VP Marketing at PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, Salesforce
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...more
Developer Journey vs. Classic Funnel: what's the difference? Where are the overlaps & intersection points?
Indy Sen
VP Marketing at PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, Salesforce
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...more
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
VP Marketing at PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, Salesforce
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...more