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Developer Product Marketing

How do you drive alignment across the exec team on messaging

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

Which marketing channels do you use to reach dev audience during your launch? Do you ignore emails? Do you use dev communities?

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

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

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

What do developers care about?

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

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

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

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

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

How to make tech persons such as sys admin, backend dev and so on, to try your product (prototype/demo version/ MVP) to get their feedback while you don't have the promotion goal in mind at all. But they don't believe you

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

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

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

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

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