All related (9)
Vishal Naik
Developer Marketing Lead, Google Assistant, Google | Formerly DocuSignJuly 13

Build great relationships with DevRel, re-evaluate your perception of what channels work or don't work from your previous experience (because developers do act differently than other personas), and pay a lot of attention to the end user. Yes you're focused on developers, and yes developers have unique needs and actions, but they are driven by users. So think about the user because that's where the developer wants to go, and if you can meet the developer where they are going, you can focus on the areas that will drive sustained health in your platform and yield usage and monetization impact for your developer audience. Oh and be prepared that internally you are often on an island and it's an uphill battle to win internal stakeholders, especially if you're in B2B, but the reward is worth it in the end. 

Lauren Buchman
Product Marketing Lead, ObservableApril 14

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 developer customer to your business?

Understanding your product's value proposition to the audience and how to communicate that to them, authentically. 

Developers are humans, just like any marketing audience. We all have ramp time to understand a new segment and it's about making the same level of investment and curiosity to figure out how to connect with them.

Just as great marketing takes the same work, bad marketing comes from the same problems. Lack of authenticity leads to lack of trust and people tuning you out.

Lauren Craigie
Director of Product Marketing, dbt LabsSeptember 14
  • Don't gatekeep access to hands-on learning
  • While the org-wide value story is important, developer product marketing should focus a little more on "why now, why me" Ensure there are materials that help people ramp quickly and easily.
  • Ensure packaging and pricing reflects an ability to not just try, but get sticky, with an incentive (product-based, as in it makes their lives easier) to share with others. 
  • Be frank, be sharp, be honest
  • Create visibile opportunities to contribute to making the product better. Host AMAs, office hours, quarerly roadmap reviews... enable the community to have a material impact on product development and positioning
Indy Sen
VP Marketing, PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, Salesforce
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" and how to drive continuous engagement. Here are the few things I've seen teams do:  * At the product level, you want to monitor API usage, and depending on the behaviors you're trying to drive, figure out whether they're hitting the points of interest that don't just denote that they're ...
Lauren Buchman
Product Marketing Lead, Observable
Developer personas are diverse! You could rename them "technical practitioners" to better describe this group of humans. High level, in the business world, they are the folks who put fingers on the keyboards, not the folks who write checks. The operators. Because of this, there are personas that will work for some products, and not others. Some of the ways developers can be grouped is by job title: 1. Software developer 2. Software engineer 3. Mobile developer 4. App developer 5. Web developer 6. Data scientist 7. Data engineer 8. Machine learnist 9. Network engineer ...
Srini Nirmalgandhi
Director Product Marketing, Salesforce
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 helpful when pricing your B2B product. Good research from interviews and surveys from existing / potential customers, supplemented by consulting firms’ pricing models is a great start. Trade-offs between long-term commit vs discount are a must. Keep the pricing window open for sales leaders to build...
Pranav Deshpande
Head of Product Marketing, Modern Treasury | Formerly Twilio
You can't think of developer GTM as just another channel you can tack on to an existing GTM motion, like paid social or sponsorships. Developer GTM needs to be an integral component of the company's strategy, with product, engineering, and sales all aligned towards making it successful. It requires hiring a different breed of marketer, specifically developers-turned-marketers, to operate. I think its also a lot easier to build this function during the early stages of your GTM journey to make cross-functonal alignnment easier.  A developer GTM strategy requires a strong content and commun...
Lauren Craigie
Director of Product Marketing, dbt Labs
I'm sure it's different for everyone but here's roughly what it might look like if you have a paid product you want developers to convert to: Classic funnel: Website, search, or paid ad > Content/event/sales engagement that shows intent > purchase > expansion/upsell Developer journey: Free trial > noteworthy event (API call, project launch, program publish, etc) > conversion to paid > evangelize (write/present/talk about your solution in communities)
Vishal Naik
Developer Marketing Lead, Google Assistant, Google | Formerly DocuSign
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 will feel about your launches or features. Dev Marketing tends to have a pulse on positioning, bill of materials, product management alignment, etc. So I tend to look for Dev Marketing to influence roadmap, build a product narrative / comms plan and execute GTM vs DevRel to engage the developer comm...