Developer Product Marketing

What are the channels/tactics that are fundamentally unique to developer marketing?

3 answers

Head of Product Marketing and Documentation at Coro | Formerly Lytx, Cisco, Snyk, Lightrun, Comeet • November 11

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,

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Justine Davis

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

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Karina Ung

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

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What's different in GTM tactics for developers vs other audiences?

2 answers

Lauren Craigie

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

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Rachel Cheyfitz

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

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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

Brady Gentile

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

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Greg Meyer

Product and Marketing Guy at Greg Meyer • October 17

Sales enablement changes when your company is "business to developer" to point at a different stage in the funnel: the charismatic, knowledgeable developer who probably already has a solution. When

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Jon Rooney

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

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Ivan Dwyer

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

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Daniel Kuperman

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

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Lauren Buchman

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

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Srini Nirmalgandhi

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

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Amit Bhojraj

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

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Lauren Craigie

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

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Indy Sen

Hypergrowth Leader and Advisor at | Formerly Google, Salesforce, Box, Mulesoft, WeWork, Matterport • May 17

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

Product Marketing Leader at | Formerly Twilio • September 28

Your sales team needs a higher level of technical proficiency when you're a B2D company. It's important to hire sales reps that can form their own mental model of how your product works and integrates

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James Fang

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

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Which platform is the best in your opinion to reach the target audience of an Atlassian app? (inbound, outbound opportunities, events, anything)

1 answer

How do you balance messaging to developers when (in b2b) they are usually not the buyers?

1 answer

What are your top 3 insights in creative value prop for developers' focused products?

1 answer

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.

10 answers

Mary (Shirley) Sheehan

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

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James Winter

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

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Gaurav Saini

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.

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Maria Jiang

Product Marketing at PagerDuty • October 18

+1 on Camtasia.

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Dave Daniels

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

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Kat Sandin

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

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Sandy Tang

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

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Tom Heys

Product Marketing Manager at Crayon • December 27

As David mentions above, planning out the "story" – even in a simple product demo – is essential. I like to write a documentary style script, which has a table with voiceover audio on the left and cor

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Kevin Ferguson

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

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Justine Davis

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

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For an API product, how have you been able to successfully continue engagement with developers after they have completed onboarding? Strictly email? Does that outperform/under perform regular web and mobile customers?

3 answers

Indy Sen

Hypergrowth Leader and Advisor at | Formerly Google, Salesforce, Box, Mulesoft, WeWork, Matterport • May 17

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

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Vishal Naik

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

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Justine Davis

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

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Developer Journey vs. Classic Funnel: what's the difference?

1 answer

How do you evaluate the cost of a developer to the org?

1 answer