How do you balance messaging to developers when (in b2b) they are usually not the buyers?

In situations where developers are not the buyer — but remain an influencer — in the sales process, I think it's helpful to think from the developer's perspective.They ma...

You have to message and target both, with different messages/tactics. Example: Let’s say the platform team evaluate the product themselves. If the developers don’t see ...

While developers may not be the buyers in B2B, they are most certainly influencing the purchase decisions. Developers also influence purchase decisions in their personal ...

Developers can be highly influential to the buying process so I wouldn't count them out just because they don't own a budget. That said, I would look at persona-driven ca...

You don't market to them as buyers—it is as simple as that. Instead, focus on content Developers care about, primarily middle-of-funnel blogs and documents. For your buye...