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 look like, what are their needs,
Developer Product Marketing
3 answers
Head of Product Marketing and Documentation at Coro | Formerly Lytx, Cisco, Snyk, Lightrun, Comeet • November 11
VP / Head of Product Marketing, Agile and DevOps solutions at Atlassian • 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 pa
Sr. Technical Product Marketing Manager at Nylas • January 30
Traditional marketing tactics with messaging that highlight what makes your
product great simply won't do justice when targeting developers. Instead of
"selling," think about how to educate your audie
2 answers
Head of Product Marketing at Cortex • 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 ma
Head of Product Marketing and Documentation at Coro | Formerly Lytx, Cisco, Snyk, Lightrun, Comeet • December 10
The go-to-market (GTM) tactics for developers may be different than those for
other audiences, as developers have unique needs and preferences that must be
taken into account when developing marketing
What should I do differently? Developers do not want to be sold to.
13 answers
Product Marketing at Hedera Hashgraph • July 21
Background: Worked as a Community Manager and Product Marketer for an open
source database software company DataStax; we sold a proprietary version of the
open source database Apache Cassandra, target
Vice President Product Marketing at Unity | Formerly Splunk, New Relic, Microsoft, Oracle • 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 conc
Senior Director, Product Marketing at Twilio • October 27
I love this question, <3 Developers! The fundamentals of sales enablement dont
change, it's more the way you communicate the needs of your audience to your
sales team that changes. If we unpack dev
Product Marketing at Okta • February 17
Great question, something I think about a lot. I’m a huge proponent of
specialization with technical products. I wouldn’t expect every member of our
enterprise field organization (which is in the thou
Head of Core Product Marketing & GTM, ITSM Solutions at Atlassian • February 18
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 community while keeping their sales
Head of Marketing at Orb | Formerly Cloudflare, Google Cloud, Google Developers, Observable • April 14
I love this question. First, I would say to save your company's BDR/SDRs time
and avoid trying to set up calls with developers. You'll avoid a lot of
frustration on both ends. Gating content content
Director, Product Marketing at Salesforce • April 19
This is a classical problem for many developer-first companies. Without
mentioning names, many have successfully figured out the working model with both
strong developer engagement alongside a thrivin
VP of Marketing at Mux • April 21
B2d follows a whole different motion. A developer is not eager to talk to Sales
(and they don't want to be sold to). Developers want to try out the product
themselves, tinker with it, and only if they
Head of Product Marketing at Cortex • September 14
It depends a bit on how your sales team is organized today. But in any event,
your product value pillars should always translate to both individual and
company-wide gain, so your core message is alway
I'd say the mindset shift in B2D is that it's no longer "sales enablement", but
just "enablement". And that should be a shared goal across your organization,
whether it's the marketing team, sales tea
Vice President of Product Marketing at mParticle • December 6
For companies targeting developers, it's a good habit to build up a culture of
developer empathy. Practical exmaples include: Provide them 101 sessions, enough
for them to be dangerous and speak the
1 answer
Head of Product Marketing and Documentation at Coro | Formerly Lytx, Cisco, Snyk, Lightrun, Comeet • 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
1 answer
VP / Head of Product Marketing, Agile and DevOps solutions at Atlassian • 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 th
1 answer
VP / Head of Product Marketing, Agile and DevOps solutions at Atlassian • 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
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.
10 answers
Head of Lightroom Product Marketing at Adobe • August 21
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: https://www.youtube.com/watch
VP of Marketing at Spekit • August 21
+1 for Camtasia. This is probably my favorite example
https://youtu.be/B4bj9HD887M?list=PLnobS_RgN7Jb-JxB-PisH4i5njW2Waj0L
VP of Network Success at WorkSpan • October 4
I have recently really liked ScreenFlow for making our own videos. It is very
easy to use and even someone who has never recorded of edited videos before can
learn fast.
Product Marketing at PagerDuty • October 18
+1 on Camtasia.
Founder at BrainKraft • April 9
The best demos are like good plays. They have a happy ending. They aren't Greek
Tragedies. A good demo connects with a buyer's needs, pains, and desires. They
can see themselves using the product and
Director of Product Marketing at Appfire • July 18
I've just used QuickTime that came with my Mac to record videos that are a combo
of me talking and screen recordings of the product, but you'd have to use some
type of editing tool to put all that tog
Product Marketing, Enterprise Trust + Cloud Security at Atlassian • August 2
I have used QuickTime (free on Mac) to record product videos off an iPhone,
iMovie (free on Mac) to make simple transitions/edits, and PowerPoint (likely
provided by your company) to add copy and disp
Founder, Storyteller, Product/Digital Marketer & Video Editor at Kevin Ferguson • February 28
Similar to David’s and Tom’s suggestions a well scripted (storyboarded) demo can
save a lot of time and headaches down the road, as well as improve your viewer
engagement, if you study the analytics d
VP / Head of Product Marketing, Agile and DevOps solutions at Atlassian • November 17
Rather than name the best product demos, I think I will tell you what makes a
good product demo. (for what it is worth, Atlassian's demo den series on Youtube
from product managers is an exampel of a
3 answers
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 inadverten
Product Marketing Lead at Google | Formerly DocuSign • July 14
Newsletters are great--to a developer or not, email marketing has a ton of
value. At my last company, email was the #1 driver of actions–that was
consistent with web and mobile customers as well. But
VP / Head of Product Marketing, Agile and DevOps solutions at Atlassian • November 17
In product is good, but only if it is helpful. Do not make your product times
square. Release. notes, blogs, social leading to blogs, whats new section in
product, office hours, newsletters, etc. work
1 answer
VP / Head of Product Marketing, Agile and DevOps solutions at Atlassian • November 17
There is not really a difference if you are working at a product led growth
company. You should drop developer sign ups the same way you would track any
marketing funnel: Site visits Evaluations firs
1 answer
VP / Head of Product Marketing, Agile and DevOps solutions at Atlassian • November 17
I don't :) Not my job to hire developers. It is my job to evaluate the role of
product marketing and developer advocates, however. I don't typically look at
the cost of hiring them, but I do look at t