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Developer Product Marketing
20 Answers
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXP • September 8
It's hard. Real hard. Many PMMs make the mistake of starting with messaging. This is a no-no. Messaging comes last and just puts words behind what was already decided. You have to nail this in sequential order. 1. First comes strategy 2. Then comes positioning 3. And finally comes me......Read More
1273 Views
2 Answers
Justine Davis
Postman Head of Product Marketing • 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 the typical business metrics and marketing funnel metrics to ensure we are ROI positive. I partner......Read More
1154 Views
3 Answers
Vishal Naik
Google Product Marketing Lead • July 14
To line list some metrics I’ve used in the past: number of live integrations in production, number of developer trial sign ups, conversion rate of developer trial sign up to live integration, speed to first integration, go-live success rate, number of integrations per customer, volume of endpoint......Read More
938 Views
3 Answers
Vishal Naik
Google Product Marketing Lead • July 14
In this area, developer marketing isn't that unlike core product marketing, in that the customer journey for Enterprise is more complex. For smaller companies, all phases of the funnel may be targeted at developers. For medium companies, your awareness and marketing may go to decision makers vs y......Read More
1034 Views
4 Answers
Srini Nirmalgandhi
Salesforce Head of Product Marketing for Heroku • April 19
To keep it simple, it’s important to have metric-based goals and channels to reach your target audience i.e. developers. The goals of these campaigns could be awareness, trial signups, sales lead, adoption, contribute to your open source project, or a combination of the above, etc. Content has so......Read More
1423 Views
5 Answers
Lauren Buchman
Tailscale Director of Product Marketing • April 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......Read More
1144 Views
7 Answers
Lauren Buchman
Tailscale Director of Product Marketing • April 14
It depends! 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. The trouble is, what works for you doesn't necessarily translate for them. Focus on the problem that your product i......Read More
932 Views
4 Answers
Vishal Naik
Google Product Marketing Lead • July 14
The best sales people that I’ve worked with “know enough to be dangerous” meaning they dont try to know everything, but they know enough to have a basic conversation and then know the right resources to bring in to continue the conversation. So I try to arm Sales with 101 level content so that if......Read More
944 Views
4 Answers
Jekia Ford
isolved Product Marketing Manager • February 20
I was actually looking at the same thing and wondering myself. I've been in product marketing for 4 years. Completely self-taught and winging it. I'm hoping some seasoned PMMs answer this question very soon. Have you looked into Product Marketing Alliance? I haven't done their certificate program......Read More
504 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.
1 Answer
Amanda Groves
Crossbeam Senior Director Product Marketing • March 26
My take on this is assess what's already out there before building something new. Your team could benefit from becoming active in preexisting communities, building content for them, or sponsoring workshops instead of building something from the ground up. My example for this is when I was first l......Read More
436 Views