Indy Sen

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VP Marketing, PopSQL
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Indy Sen
Indy Sen
VP Marketing, PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, SalesforceMay 18
There's no silver bullet for this. You want to bake competitive research into everything you do and have your antennae out. The cool thing about product marketing is that done right, you have a unique vantage point. You are the closest members of your team to customer conversastions, product conversations as well as what analysts and influencers think of you. So you have to synthesize those inputs. Take and share notes on an ongoing basis and then summarize findings in battlecards, competitive dashboards, win/loss analysis. Bottom line: Competitive Intelligence is a full time job.  Compe...
Indy Sen
Indy Sen
VP Marketing, PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, SalesforceMay 18
Good question. You should definitely have the technical stuff at the ready, and usually docs will be your best friend for that, as would "Getting Started" guides, video walkthrough, etc.  But I tend to think of the technical stuff as the what and messaging as the how.  Developers are people too :) You don't have to throw the technical goobledygook at them outright. Especially when you're trying to convince them of your value props. That's where good messaging comes in. Be as straightforward and human as you can be. They'll know where to find information on your ESB, CLI, App Script, A...
Indy Sen
Indy Sen
VP Marketing, PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, SalesforceMay 18
Lol, yes, marketing to developers and technical audiences like data scientists is not for the faint of heart.  They are naturallly suspicious of glitzy marketing, and have very low tolerance for buzz words (e.g. "business transformation", "collaborative intelligence", etc). Wining and dining them will only take you so far (to this day, engineers are the only employees who get a free meal at Apple). And when you ask for feedback, boy will they give you feedback. Brutal. Honest. Feedback. But here's the thing. The minute you win them over with the quality of your solution/tool, they wil...
Indy Sen
Indy Sen
VP Marketing, PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, SalesforceMay 18
Yep, a question that's near and dear to my heart because accurately representing your developer journey is such a clarity boost for everyone on the team. I like to think of the developer journey as a developer funnel. That's why developer marketing is still marketing at its heart.  Traditional funnel, as always: * Top of funnel: Awareness, Interest * Middle of funnel: Consideration * Bottom of funnel: Preference, Sale Developer funnel, is very similar, with the exception of BoFu: * Top of funnel: Awareness, Interest  * Middle of funnel: Consideration * Bottom of funnel: Adopti...
Indy Sen
Indy Sen
VP Marketing, PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, SalesforceMay 18
The key to getting started imho is alignment. This is especially important in B2B/B2C organizations where developer marketing may exist alongside a traditional marketing organization that's focused on the customer/buyer persona. Developer marketing, as mentioned in some of the answers above, is not your traditional marketing discipline in that it's more focused on adoption and advocacy than revenue. If you are being asked to have an impact on revenue, you'll just need to make sure you're resourced for that.  Which underscores some of the other keys to getting started. Assuming alignme...
Indy Sen
Indy Sen
VP Marketing, PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, SalesforceMay 18
The key thing is will he or she be able to effectively fight for developers to have a distinct voice within your organization, especially for what they need to do in order to be successful.  I've been at many companies where developer marketing or the B2D platform play was secondary or complementary to our key enterprise B2B play. T There's some baggage that comes with that from a GTM standpoint... notably a visual and verbal identity that doesn't fit all sizes.  There's a myth that developers don't like marketing. I disagree. Developers don't like bad marketing (who does?) and the...
Indy Sen
Indy Sen
VP Marketing, PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, SalesforceMay 18
In of the questions above I alluded to having a developer marketing funnel. This is like your classic marketing funnel across top of funnel and middle of funnel but where bottom of the funnel should end up being focused on adoption and advocacy, not sales.  Which leads us to how you measure effectiveness. Like with any GTM, you need to first begin by what you want to achieve before designing goals and measuring things. By and large these are the metrics broken out by funnel stages. Top of funnel: 100% you should look at traffic/visits, trials and sign-ups for your product, API keys ge...
Indy Sen
Indy Sen
VP Marketing, PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, SalesforceMay 18
I'd say Developer Marketing + Developer Relations = Developer GTM. You'll want to pair these two functions as much as possible, and the way I've always thought about it is that Dev Marketing structures and provides the overall air cover (awareness, channel and content strategy, program management, measurement) and Dev Rel parachutes in for the high-touch stuff: enablement, evangelization, content production.  Dev Rel are the true subject matter experts, the most authentic voices behind your product who can speak and directly enable a developer and with whom she can relate. Ideally you re...
Indy Sen
Indy Sen
VP Marketing, PopSQL | Formerly Matterport, WeWork, Google, Mulesoft, Box, SalesforceMay 18
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 team, product or support team who are dealing with your developer.  You are correct in saying that developers do not want to be sold to, but they'll still want good support if they need it. That comes in different forms and the good news is that your organization can divide and conquer across this.  1. First of all your docs gotta be like butter. Most developers will try and figure out a ...
Credentials & Highlights
VP Marketing at PopSQL
Formerly Matterport, WeWork, Google, Mulesoft, Box, Salesforce
Top Product Marketing Mentor List
Lives In Oakland, California
Knows About Building a Product Marketing Team, Go-To-Market Strategy, Influencing the Product Roa...more
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