For a heavily dev-centric product, how do you approach the balance between classic content/SEO, product marketing, and sales enablement - and how do you find the right channels to reach out to developers vs. commercial audiences?

What are some considerations when setting up a Product Marketing discipline to keep the focus on the product value for developers, without sacrificing expectations from the commercial teams?

Answer

4 Answers

Technical Product Marketing

Ivan Dwyer

Material Security Senior Director of Product Marketing • 5y

Great question, I get in arguments about this all the time! Heh. You ask the question the right way - it’s about balance.Starting with my least favorite topic – SEO! The benefits of SEO isn’t lost on me, but for technical products, authenticity trumps all IMHO. I always cringe when I come across a bland, “what is [tech topic]?” blog post. I would much rather land on a “how to do [tech thing]?” blog post. But the best lesson I ever got in marketing was, “if you don’t cringe just a little, you’re ...Read More

1,501 Views
James Fang

Klaviyo Director of Product Marketing | Formerly LaunchDarkly, mParticle, Okta • 3y

The most important thing here is to ensure there is consistency and alignment across the entire company on the GTM motion, and the metrics that matter. While a large number of dev-centric companies deploy a bottoms-up PLG type of motion, it is not the exclusive model. Many also deploy top-down motions for enterprise customers, or use some combination of both. For bottoms-up, the north star metric might actually be active customers, and for top-down it's revenue. Your marketing strategy should th ...Read More

678 Views
Lauren Craigie

Inngest Head of Marketing • 1y

I think this is one of those situations where we’ve been led to believe there’s a difference between marketing that’s valuable for developers and marketing that valuable to the business. “What is..” or “how do you..” or “what’s the difference between..” content still works for SEO because even advanced buyers appreciate gut checks. They want to know what they believe is still in line with what market leading companies believe. We see time and time again that even our most sophisticated prospects ...Read More

494 Views
Muhaiminul Islam Sajib

SEO Strategist • 7mo

You balance it by leading with authentic, technical content that earns developer trust, then layering product marketing to connect that technical value to business outcomes, and finally using sales enablement to turn adoption into revenue. Reach developers where they work loke GitHub, forums, docs, and community channels and reach commercial audiences through LinkedIn, case studies, and ROI-driven storytelling.

168 Views