Indy Sen

Indy Sen

VP Marketing, PopSQL

AMA's

Content

Indy Sen
VP Marketing
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 conv...more
Indy Sen
VP Marketing
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...more
Indy Sen
VP Marketing
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 t...more
Indy Sen
VP Marketing
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...more
Indy Sen
VP Marketing
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, i...more
Indy Sen
VP Marketing
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 complem...more
Indy Sen
VP Marketing
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 ef...more
Indy Sen
VP Marketing
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...more
Indy Sen
VP Marketing
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 tha...more
Credentials & Highlights
VP Marketing at PopSQL
Formerly Matterport, WeWork, Google, Mulesoft, Box, Salesforce
Top Product Marketing Mentor List
Lives In Oakland, California
Knows About Developer Product Marketing, Enterprise Product Marketing, Growth Product Marketing, ...more