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Our company targets both business customers and developers building apps on top of our platform. I’m a non-technical PMM and the first marketing hire in the company. As our marketing team grows, when should we bring a DevRel into the team?
Our business model is product-led-growth. How should we prioritize bringing in a DevRel vs. other critical functions like content and demand generation as we grow our team and want to do it efficiently?
First off, I don't think there is a template on building out the marketing function, it depends on what makes the most sense for your organization. If I were in your shoes, I’d take the Moneyball/Strengthsfinder approach. You’re already on board as a self described non-technical PMM. If you bring......Read More
Ah the famous chicken or the egg problem. DevRel is most powerful when partnered with a marketer who knows how to get eyeballs on the technical content. This is a partnership in the most beautiful form, hard for one to be successful without the other. Since you are the first marketer, it is time ......Read More
If your company is focused on community building, then I think now is the right time to bring that resource aboard. If you mean Dev PMM or Dev Ex (folks a little more focused on creating resources), you can build this capability internally before dropping someone in: Ask other technical folks at......Read More
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I'd say the mindset shift in B2D is that it's no longer "sales enablement", but just "enablement". And that should be a shared goal across your organization, whether it's the marketing team, sales team, product or support team who are dealing with your developer. You are correct in saying tha......Read More
A common pitfall in developer marketing messaging is that the marketers spend a bunch of time trying to put things into terms they can understand as a non-developer. Focus on the problem that your product is solving for them, how they would describe it, and what resonates with them. That said, th......Read More
Pricing is hard, especially when the product price has to extract the maximum customer willingness to pay and still leaves some customer value. There is plenty of resources on the web you can find and I don’t want to recommend anything here. From my experience, here are a few things that will be ......Read More
Extremely. If you don't speak their language you will never be able to build credibility with them. Your messaging should also focus on education and explaining what your product does and how it does it instead of why your product is better. Developers tend to be skeptical of any such claims unti......Read More
Great question. We actually have a third unit – Developer Experience. I'm sure it differs at other organizations, but at dbt Labs... Developer Relations is focused on growing the community (measured by Slack members and weekly active projects in the open source product), building lasting relati......Read More
I tend to look at DevRel as a pretty unique role that's part CSM, part Marketing and part Pre-Sales. Developer Marketing is full-stack marketing around a technical product. To sum it up quickly, DevRel tends to have a great pulse on the developer community and how your current developer audience ......Read More
How does sales enablement change when your company is b2d (business to developer) vs traditional enterprise?How technical does your messaging need to be when marketing to developers?In your role working as Product Manager & Go-To-Market or working with PE/VC/pricing consulting firms on company valuation & market assessment, whats your go-to resource with frameworks & examples to conduct B2B pricing power assessment for a product?What's the difference between Developer Relations and Developer Marketing? How do you work together?