for Dev software, how do you go about building a PMM team when you are the first hire for the function and that's the first measure of your success?
early-stage, post-PMF, series A funded company. devs and data teams core audience. head of Marketing already aboard who's also been a PMM all their life. by-stage advice for hiring team members over, say, eighteen months, will be helpful.
Sourcegraph Chief Marketing Officer • August 17
I might have a slightly controversial take on this one.
- I think if you are in the business of marketing products to developers, you have to learn the trade a little bit. You must understand developers, developer tools, preferences, contemporary development trends, etc.
- If you are beginning to build a PMM team in a business like this, I recommend bringing someone who is a part marketer and developer.
Such people exist
- They are building micro-SaaS apps, they are writing books or building content about developers, and they are managing local or online communities around certain topics or technologies.
- They have a pretty good handle of "marketing through the internet, " basically things like web copy, brand positioning, newsletters, etc.
- They will find ways to work with Product and Engineering teams to develop differentiated developer-friendly content and "campaigns."
- They will find ways to get your company on HackerNews.
I know this sounds like too much, but my biggest learning after working for DigitalOcean has been the discovery of this rare breed of "Developer Marketers" who don't even call themselves marketers. They make for excellent PMMs for DevTools, in my opinion.
1314 Views
Related Questions
What's your framework to prioritizing needs / deliverables when establishing product marketing?What's the biggest weakness you see among experienced candidates for product marketing positions? How do you build a business case to quickly grow a product marketing team? What metrics do you look at to make sure you're driving ROI for the business overall?What are the three most important metrics to measure the impact of a product marketing team?If you have dedicated Competitive Intelligence members of your team, do they align under the Sales, Marketing or Product team? When considering a PMM candidate, do you recommend including a case study/project as part of the interview process?