Can you share the metrics you track for your developer marketing programs? And what are the product metrics that the marketing team also needs to pay attention to?

I don't view developer marketing and "traditional" marketing as being all that different. It's a helpful classification to hire employees interested in technical topics with similar mindsets to that of developers, but ultimately you'll fall into the same patterns — think strategically about positioning and packaging, create helpful content to communicate your positioning, distribute that content across the correct channels, and design an enduring business model. With that said, I tend to focus m ...Read More

To line list some metrics I’ve used in the past: number of live integrations in production, number of developer trial sign ups, conversion rate of developer trial sign up to live integration, speed to first integration, go-live success rate, number of integrations per customer, volume of endpoints per customer, etc. It really depends on what your goals are and what data points you have access to. I think the biggest thing is that developer marketing programs and developer metrics need to map bac ...Read More

We are tracking the following key metrics for our developer marketing and developer relations programs: Engagement: Developer NPS, support CSAT, event attendance to registration ratio Reach: Community growth, dev license requests, dev portal site interactions Usage: Product usage metrics, app installs, app marketplace site interactions Ideally, marketing should pay attention to product retention rates, customer lifetime value, feature usage metrics (which can be specific to the feature or produc ...Read More

It depends on the GTM motion of the company (marketing-led, sales-led, product-led, ecosystem-led). Let me share some examples for each scenario: Marketing-led: Inbound leads generated from content, performance marketing, events Sales-led: Conversion rate from MQL -> SAL, closed/won (competitive win rate), referrals Product-led: Utilization, tour completion, product sign-ups, WAUs Ecosystem-led: EQLs, partner-sourced/influenced leads (partner referrals) If you're not sure where to start, test ...Read More