What are the key differences when positioning a product for developers (who have a different buyers journey) vs normal saas products for business buyers?

Answer

4 Answers

Competitive Positioning

Osman Javed

Norm Ai Head of Marketing | Formerly Galileo, Cresta, Tanium, Zuora • 11mo

In my experience, there are a few key differences between positioning for developers vs. business buyers. While the following aren't hard and fast rules, they are generally good rules of thumb. Please take them with a grain of salt! The Product is the pitch for Developers Developers don’t want a sales pitch, they want to see what your product can do. I’ve found that if they can’t try it quickly or see it in action, they move on fast. With business buyers, the product still matters, but it's in s ...Read More

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Megan Pratt

Product Marketing House Product Marketing Strategy Consultant | Formerly Alyce, NextRoll • 3y

The main difference I've noticed is the information that the audience wants at each step of the buyers journey. More technical audiences, like developers, tend to want to get to the heart of the benefits and features faster than other audiences that are less technical (think marketers or HR execs) In short – they don't want the marketing spin, they just want the features and hard facts about the benefits they'll drive. You'll want to be able to deliver hard proof on each point with things like c ...Read More

346 Views
Karina Ung

LinearB Sr. Technical Product Marketing Manager • 3y

While it's important to highlight the values of your product, it's crucial to make it clear what your product solves when positioning to developers. Instead of using mainstream marketing power words to evoke emotion, often used to grab attention from business buyers (which can come off as "fluffy" to developers), use words that detail how and what your product and its features do.

1,178 Views
Linda Sonne-Harrison

Giant Stride Marketing Group President • 3y

Hi, I think you answered your own question here: With developers, you have a different buyer persona and a different buyer journey. (Although developers are "normal" too!!!!) The positioning steps are still the same: Buyer research to understand their needs, perceptions of your product and competitors/ alternatives, and the journey they take to find solutions to their problems Competitive analysis to find the unique capabilities by which you differ from the competition and which your buyers valu ...Read More

368 Views