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5 Answers

Vishal Naik
Google Product Marketing Lead • July 14
I think there are two areas to start with: where the user is working from and what use cases you can create. From a user experience POV, if you need to embed your tool into another system of record, that’s a good starting point. If your software is where your users are going to be working in, the......Read More
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Srini Nirmalgandhi
Salesforce Director, Product Marketing • April 19
Key elements to building a developer marketing program are – relevant jargon-free content, a good understanding of target persona, segment developers based on business context, hands-on trial with access to expert support, medium for interaction i.e. communities, the ability for the audience to c......Read More
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Justine Davis
Atlassian VP / Head of Product Marketing, Agile and DevOps solutions • November 17
1. Create a community and push all your content towards that community. 2. Create a newsletter that devs get opted in to or sign up for (but follow those GDPR rules) 3. Spend time on good documentation. Good documentation is marketing in itself 4. Find your open source element to tap in to the......Read More
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Lauren Craigie
Cortex Head of Product Marketing • September 14
Get crystal clear on the developer persona, and establish a framework for regularly updating it. I don't think there's any better use of your time than talking to folks 1:1 and using the way they frame value to write your own messaging framworks. I would also take the time to clearly establish ......Read More
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Indy Sen
Hypergrowth Leader and Product Go-to-Market Advisor • May 18
The key to getting started imho is alignment. This is especially important in B2B/B2C organizations where developer marketing may exist alongside a traditional marketing organization that's focused on the customer/buyer persona. Developer marketing, as mentioned in some of the answers above, i......Read More
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Indy Sen
Hypergrowth Leader and Product Go-to-Market Advisor • May 18
I like the spirit of this question, as it's not just relevant to API products but also any product that has a similar onramp due to it being technical. You also touch on something that many inadvertently forget--that it's not enough to launch a product, you also have to think about the "landing" ......Read More
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