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Developer Journey vs. Classic Funnel: what's the difference?

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3 Answers
Developer Product Marketing
  1. Justine Davis
    Justine Davis

    ServiceNow VP Dev marketing, Community, Dev rel • 3y

    There is not really a difference if you are working at a product led growth company. You should drop developer sign ups the same way you would track any marketing funnel:

    • Site visits
    • Evaluations
    • first day usage
    • second week usage
    • monthly active usage
    • feature usage
    • upsell
    • customers
    • revenue

    The real difference is the channels you use to market to them. See some of my answers from channel questions in the AMA for where to go for those!

    913 Views
  2. Vishal Naik
    Vishal Naik

    Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y

    I don't think that marketing to developers takes you away from the classic marketing funnel. You still need to drive awareness, adoption and advocacy. The difference is that the personas change across the funnel and the steps taken before progressing change. In my opinion, developers have a goal in mind but are task oriented. If you split that statement up, and focus on the goal in mind section–it's about solving a problem that will help their company, drive new user interactions, create a monet ...Read More

    1,569 Views
  3. Indy Sen
    Indy Sen

    Canva GTM Advisor/Fractional Leader/Author | Formerly Google, Salesforce, Box, Mulesoft, WeWork, Matterport, Canva • 4y

    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 funnel, as always: Top of funnel: Awareness, Interest Middle of funnel: Consideration Bottom of funnel: Preference, Sale Developer funnel, is very similar, with the exception of BoFu: Top of funnel: Awaren ...Read More

    461 Views

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