All related (6)
Josh Colter
Head of Marketing, WovenMay 30
1. Use cases- Document how developers can use your product in different situations.See Ask Your Developer for a really good take on how important use cases are to developers.   2. Data- developers tend to be highly skeptical. Use empirical data and engage their "problem-solver" mind.  3. Memes- levity has been highly effective for Woven. Humor helps with awareness and makes Developers less resistant to marketing Messages. 
Indy Sen
VP Marketing, PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, Salesforce
The key thing is will he or she be able to effectively fight for developers to have a distinct voice within your organization, especially for what they need to do in order to be successful.  I've been at many companies where developer marketing or the B2D platform play was secondary or complementary to our key enterprise B2B play. T There's some baggage that comes with that from a GTM standpoint... notably a visual and verbal identity that doesn't fit all sizes.  There's a myth that developers don't like marketing. I disagree. Developers don't like bad marketing (who does?) and the...
Lauren Buchman
Product Marketing Lead, Observable
At it's core: it's not different from B2B or B2C when you strip it down to the pillars of what makes for any successful marketing. Understanding your audience: * What are their drivers, their pains, their perceptions?  * Where do they gather?  * Who do they trust?  * How do they influence the buying process in their companies? Are they highly influencial and going to drive product sales and adoption organically? Or is enabling them as a post-sales activity a critical pathway to success and a blocker? * What is the cost to acquire them? What is the lifetime value of a devel...
Srini Nirmalgandhi
Director Product Marketing, Salesforce
If you are targeting developer mindshare and attention, be ready to discuss your product in a detail-oriented, transparency-driven way and explain the business value for their situation. So naturally, for being successful in developer product marketing one has to put the product first when talking to developers, not marketing. Typical product marketing managers are great with up-leveling the conversation which might not always work in their favor with developers. Developers generally are well aware of equivalent/substitute products that exist in the marketplace, so developer product market...
Lauren Craigie
Director of Product Marketing, dbt Labs
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 the company that you think already have a great voice, and have already built trust in the community (founder, solutions architects, pre-sales engineers, product team), to write and present more. Saying "you should write a blog!" will almost never get you what you need on a timeline that you think ...
Vishal Naik
Developer Marketing Lead, Google Assistant, Google | Formerly DocuSign
I like to think the developers create the long-tail of use cases for end users. With that, I measure in three dimensions: first, momentum in the platform; second, quantifying end user value; third, measuring impact to the business. In a B2B setting, a customer who has gone through the work of building a customized workflow on top of the developer platform is likely going to be harder for a competitor to take away because the switching costs are so much higher. So I look to measure developer marketing effectiveness (first) by the volume of actions that take place on the developer platform th...