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18 Answers

April Rassa
Cohere Marketing Executive • September 28
It's key to align around a high-level story that powers success—in sales, marketing, fundraising, product development and recruiting—by getting everyone on the same page about strategy and differentiation. Alignment is difficult. If you can start with your CEO, that is key. Ultimately, your CE......Read More
993 Views
4 Answers

Lauren Craigie
Cortex Head of Product Marketing • September 1
We have a strong community in the dbt Slack channel, but it's not inclusive of all dbt practioners. So we use four main channels to get in front of our target audience: 1. The dbt Slack community, when announcements are highly relevant to their work 2. Quarterly product launch events targeting ......Read More
1263 Views
1 Answer

Lauren Craigie
Cortex Head of Product Marketing • September 1
I wish it wasn't different, to be honest. If I say what people normally say here, like, "it's more honest, it's straight-forward, it gets right to the meat of it," I'm left thinking... Why don't we market that way to everyone? Why don't we create tiered experiences that let you get right to the d......Read More
776 Views
1 Answer

Lisa Dziuba
Lemon.io Head of Growth Product Marketing • September 29
When talking about product value prop, developers care more about:
- functional benefits (aka "features")
- security and owning the data
- transparent messaging around expected outcomes (no fuzzy marketing promises)
272 Views
2 Answers

Justine Davis
Atlassian VP / Head of Product Marketing, Agile and DevOps solutions • November 17
Devs realy like to be shown as opposed to be told. Don’t create sales decks - instead, take to social media, build smaller feature videos based on each problem - devs don’t want to sit and read a 3 page blog post. Stick to visual things. Channels n no particular order: 1. Reddit is a gold mine ......Read More
753 Views

Rachel Cheyfitz
Coro Head of Product Marketing and Documentation • December 6
Atlassian is closely associated with engineering/development. For this reason, I'd suggest the following - for starters: - Reddit - Stack overflow - Twitter - LinkedIn - dev.to - CodeProject - Forem - Slack communities - Atlassian communities Before interacting, take into account: ......Read More
547 Views

Rachel Cheyfitz
Coro Head of Product Marketing and Documentation • November 11
Treat it like any other campaign. Plan down to the granular level and execute. - Evaluate personas and understand how to contact them - Try AB testing to identify the language that succeeds best - Be clear about your purposes in every ad, email, etc. - Speak with friends and influencers ......Read More
526 Views
How does sales enablement change when your company is b2d (business to developer) vs traditional enterprise?
What should I do differently? Developers do not want to be sold to.
13 Answers

Jon Rooney
Unity Vice President Product Marketing • March 12
Selling to developers can be difficult, often because they have a ton of say over the decision but not explicitly the budget, but marketing to developers is simpler than people think. Quickly and concretely explain what your product does and how it works/fits in with other stacks (as much as deve......Read More
1181 Views
1 Answer

Justine Davis
Atlassian VP / Head of Product Marketing, Agile and DevOps solutions • November 17
You have to message and target both, with different messages/tactics. Example: Let’s say the platform team evaluate the product themselves. If the developers don’t see enough value in the product then they won’t use it, and the product will fail. My guidance is to understand the end user (de......Read More
692 Views
1 Answer

Justine Davis
Atlassian VP / Head of Product Marketing, Agile and DevOps solutions • November 17
1. Be literal instead of aspirational 2. Speak tot heir pain points and really understand what those pain points are 3. Say more with less - whitepapers and really long form blogs that are not helpful will not work. Leverage the community aspect as much as possible here and use code snippets, r......Read More
699 Views