Developer Product Marketing
Coro S.Director of Corporate & Product Marketing | Formerly Lytx, Cisco, Snyk, Lightrun, Comeet,Coro • 3y
Just like any other channel marketing, developer marketing requires a fundamental understanding of the developer persona: what is their job, what does their day-to-day lo...
304 Views
How do you perform extensive competitive product research?
I've been tasked with it but I'm missing the mark. This research is for the CEO and Product/Engineering teams who want to know how our tech stacks up in the market. Do you have any tips?
MarketingStat - Survey insights. Your value Chief Analytics Officer • 4y
The industry sector you deal with may lead to different suggestions. In general, however, “product research” may suggest you are working on a new product launch or re-sta...
391 Views
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 2mo
Strong content sales-enablement programs work because they help buyers make decisions faster and with less risk. In my experience, the most effective PMMs anchor enableme...
979 Views
Salesforce Head of Product Marketing for Heroku • 5y
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 ...
2188 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 1y
While developers may not be the buyers in B2B, they are most certainly influencing the purchase decisions. Developers also influence purchase decisions in their personal ...
2124 Views
What are the top three most important factors when marketing to developers (i.e. robust documentation, etc)?
Given some developers will read documentation, evaluate and start to build before interacting with sales/ broader website -->
GitHub Senior Director of Product Marketing | Formerly Cloudflare, Google Cloud, Google Developers, Observable, Orb • 5mo
Great documentation, a robust and engaged community, a high quality developer experience, and engaging demos are all important when marketing to developers. If you can on...
2820 Views
Figma Director, AI & Developer Marketing | Formerly Atlassian • 9mo
While each company and product will have its own unique user journey and experience, developers often follow a slightly different path. Think about it this way — develope...
7794 Views
ServiceNow VP Dev marketing, Community, Dev rel • 3y
Developer marketing is marketing towards the developer persona. Developers typically hate marketing and will not respond to things like ads, "ship software faster" messag...
1645 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
It depends on the GTM motion of the company (marketing-led, sales-led, product-led, ecosystem-led). Let me share some examples for each scenario:Marketing-led:Inbound lea...
460 Views
Figma Director, AI & Developer Marketing | Formerly Atlassian • 9mo
When my team has little bandwidth (or in roles where I was the only marketer), I start by understanding the state of the business via metrics. An easy way to kick off thi...
11827 Views
Resolve AI Product Marketing | Formerly Google • 1y
Ah, the graveyard of developer marketing. I've seen some scars, lessons etched in the memory of many a marketing team. Developers have a finely tuned BS detector. They ca...
2558 Views
Resolve AI Product Marketing | Formerly Google • 1y
Any developer community is about building something that resonates, something that developers genuinely want to be a part of. But, before we dive into the "how," let's re...
2783 Views
Resolve AI Product Marketing | Formerly Google • 1y
If you've spent time in the world of individual developer marketing, you know it's about passion, about the thrill of building something new. But when you step into the e...
2702 Views
How do you build an active and engaged developer community? What is your take on Developer Evangelists?
Working on building awareness for developer.tomtom.com and hiring Developer Evangelists, PMMs and Customer Relationship Managers.
Splunk Director, Product Marketing | Formerly Morgan Stanley • 1y
I see you have a lot of documentation and developer content on your developer portal. I think you can take the following steps to building an active and engaged developer...
745 Views
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • 3y
I'll answer how I get to creative value props for developer-focused products, I hope that helps!
Be unfailingly curious about who your persona is—developers are incredib...
538 Views
Salesforce Head of Product Marketing for Heroku • 5y
Key elements to building a developer marketing program are – relevant jargon-free content, a good understanding of target persona, segment developers based on business co...
1615 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.
Jellyfish VP of Product Marketing • 5y
When selling to developers your enablement activities are likely to take on a different focus so that the team understands how to engage in a discussion and build a commu...
1049 Views
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
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 differentl...
884 Views
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
My biggest piece of advice is to not forget about decision makers and end-users. Developers are a hugely important persona that has a unique set of needs, but they are ul...
931 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
It depends on the GTM motion of the company (marketing-led, sales-led, product-led, ecosystem-led). Let me share some examples for each scenario:Marketing-led:Inbound lea...
403 Views
Our company targets both business customers and developers building apps on top of our platform. I’m a non-technical PMM and the first marketing hire in the company. As our marketing team grows, when should we bring a DevRel into the team?
Our business model is product-led-growth. How should we prioritize bringing in a DevRel vs. other critical functions like content and demand generation as we grow our team and want to do it efficiently?
Inngest Head of Marketing • 4y
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 foc...
815 Views
The Remarketables GTM Advisor/Fractional Leader/Author | Formerly Google, Salesforce, Box, Mulesoft, WeWork, Matterport, Canva • 4y
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 ...
539 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 1y
Developers look for easy and seamless onboarding, fast time to value, honest and authentic content and messaging with clear technical value propositions, street-cred abou...
1085 Views
GitHub Senior Director of Product Marketing | Formerly Cloudflare, Google Cloud, Google Developers, Observable, Orb • 5y
A common pitfall in developer marketing messaging is that the marketers spend a bunch of time trying to put things into terms they can understand as a non-developer. Focu...
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4 Views
OpenAI Product Marketing | Formerly Twilio • 3y
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 integra...
2303 Views
TigerData Head of Marketing • 4y
Ha! this skill is probably the hardest. When it comes to messaging, everyone will have an opinion. Before you drive alignment on the messaging, align on the problem and s...
1555 Views
Zendesk Vice President, Product Marketing, AI and Automation | Formerly LinkedIn • 2y
First, I love how proactive you are being as you look to expand into product marketing! I personally have not taken this course but there are so many resources including ...
1331 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
This involves a few things...Direct costs: salary - the most significant direct cost plus any bonuses or overtimebenefits: the cost of health insurance, dental, life taxe...
358 Views
ServiceNow VP Dev marketing, Community, Dev rel • 3y
Traditional sales tactics will not help you start conversations with developers. you will rely more on content marketing than sales in order to "sell" to developers.
Do...
796 Views
ServiceNow VP Dev marketing, Community, Dev rel • 3y
Technical evangelists should be tracked by views and viewer retention rates that eventually lead you to the funnel metrics that marketers track. Ultimately you will want ...
880 Views
Lemon.io Head of Growth Product Marketing | Formerly LottieFiles, WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold) • 3y
When talking about product value prop, developers care more about:
functional benefits (aka "features")
security and owning the data
transparent messaging around expecte...
299 Views
Inngest Head of Marketing • 3y
I wish I was able to ask this person to expound a little more on this one! I'm not entirely sure what's being asked but my top tips for developer-focused messaging during...
1252 Views
What are the best product demonstration videos you've seen?
I'm creating product demo videos for a client. What are the best product demonstration videos you've seen? These are not the 90-sec explainer videos, but short videos demonstrating actual software products.
Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 8y
Camtasia is a great screen share tool that can record your product demos. Infer has a pretty nice demo video that used to be on their website (I found it on YouTube here:...
1143 Views
Inngest Head of Marketing • 4y
Great question. We actually have a third unit – Developer Experience.
I'm sure it differs at other organizations, but at dbt Labs...
Developer Relations is focused on gro...
1701 Views
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
I don't think that marketing to developers takes you away from the classic marketing funnel. You still need to drive awareness, adoption and advocacy. The difference is t...
1566 Views
Do you have a CTO, CIO or developer persona profile that you can share?
Looking for slides or document that spells out what particular personas like or don't like as well where they congregate (what media they read, what groups they follow, etc)
GitHub Senior Director of Product Marketing | Formerly Cloudflare, Google Cloud, Google Developers, Observable, Orb • 5y
Understanding how to create the personas is better than having one in hand, IMO. I mentioned that the langauge communities are important, but as this bar chart demonstrat...
2135 Views