Back to Your Feed

Can you explain Developer Marketing to someone who is hearing the term for the first time?

2 Answers
Vishal Naik
Vishal Naik
Google Product Marketing LeadJuly 14

How I described developer marketing in new hire onboarding at a previous company is that a developer platform gives someone the ability to customize their needs in a particular software product. And there’s both a business and consumer opportunity to this.

For example, at a previous company we were buying email delivery software and I met with two market leaders. Both did about 80% of what I wanted, because they were built for common use cases, but my organization had our own way of doing things. So neither product completely solved our needs. A developer platform on top of either would have given my company the ability to make some customizations to solve 100% of our needs. 

Another example is when you as a consumer use Facebook to log in to a website. With this functionality, the website owner doesn't need to create a login experience and also doesn't have to tap into the entirety of Facebook. 

The Developer is the person that writes this code for a software product. Developer Marketing is how we as marketing professionals excite developers to try new functionality as well as evangelize the work that developers have done to excite customers to try these new user experiences. 

824 Views
Justine Davis
Justine Davis
Postman Head of Product MarketingNovember 17

Developer marketing is marketing towards the developer persona. Developers typically hate marketing and will not respond to things like ads, "ship software faster" messaging, and traditional consumer marketing tactics. To be good at developer marketing, you have to speak their language, think about their problems, and put it in the channels they hang out in. Do not copy paste the same marketing plan that you would for an enterprise audience, or a consumr product. 

1237 Views
Related Templates
Developing Better Messaging
Thursday, April 18 • 12PM PT
Developing Better Messaging
Virtual Event
Aline Bezerra
Marsha Shoemaker
Kathryn Vargas
+50
attendees
Top Product Marketing Mentors
Christy Roach
Christy Roach
AssemblyAI VP of Marketing
Tanya Khakbaz
Tanya Khakbaz
Stripe Head of Product Marketing
Sarah Din
Sarah Din
Quickbase VP of Product Marketing
Sherry Wu
Sherry Wu
Gong Senior Director, Product Marketing
Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jeffrey Vocell
Jeffrey Vocell
Panorama Education Head of Product Marketing
Alex Lobert
Alex Lobert
Meta Product Marketing Lead, Facebook for Business & Commerce
Amanda Groves
Amanda Groves
Crossbeam Senior Director Product Marketing
Abdul Rastagar
Abdul Rastagar
GTM Leader | Marketing Author | Career Coach
Amanda Groves
Amanda Groves
Crossbeam Senior Director Product Marketing