How do I measure the effectiveness of my developer marketing campaigns?

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

A great question. I should caveat by saying that if your organization has a seperate DevRel or DevEx team that reports into product isntead of marketing, I don't expect them to share the same methods of measuring community engagement and uplift. For marketing targets, I would look at new feature and product adoption (within first 2 weeks after marketing launch), upsell, retention, and maybe even network effect (mentions elsewhere). Are folks sharing what they've learned from you and writing blog ...Read More

In of the questions above I alluded to having a developer marketing funnel. This is like your classic marketing funnel across top of funnel and middle of funnel but where bottom of the funnel should end up being focused on adoption and advocacy, not sales.  Which leads us to how you measure effectiveness. Like with any GTM, you need to first begin by what you want to achieve before designing goals and measuring things. By and large these are the metrics broken out by funnel stages. Top of funnel ...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

To keep it simple, it’s important to have metric-based goals and channels to reach your target audience i.e. developers. The goals of these campaigns could be awareness, trial signups, sales lead, adoption, contribute to your open source project, or a combination of the above, etc. Content has some dependency on the channel, whether it’s social media, email, events, etc. In collaboration with your demand gen/growth marketing team, you can build a matrix of campaign goals vs channels to get a qua ...Read More