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Justine Davis
Head of Product Marketing, Postman
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Justine Davis
Postman Head of Product Marketing • November 17
Be very clear who your buyer is. When going after the enterprise, developers are not your buyer. They are one very influential piece of the puzzle though. Developers will be your end users but ultimately the buyer is likely at the VP level. To build your champions, first build a product they ......Read More
1642 Views
Justine Davis
Postman Head of Product Marketing • November 17
There aren't developer PMMs and non developer PMMs on my team. A PMM is a PMM and they need to be exceptional at 1) knowing their audience 2) Knowing their market and competition 3) Knowing that content is only as good as the distribtuion plan you put behind it. The third bullet there is the diff......Read More
1459 Views
Justine Davis
Postman Head of Product Marketing • November 17
Assuming your model is product led growth, you want to track site visits, sign ups, first day usage, week 2 usage, monthly usage, feature usage (especially what features are used first), and upsell. Technical evangelists should be tracked by views and viewer retention rates that eventually le......Read More
1353 Views
Justine Davis
Postman Head of Product Marketing • November 17
Take everything you learned from marketing to typical consumers and throw it out the window. What works for most personas in B2B or B2C will not work here. 1. Developers majorly dislike being marketed to so you have to make marketing feel like it isn't marketing. Interview, interview, and then ......Read More
1344 Views
Justine Davis
Postman Head of Product Marketing • 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 fantastic product demo series). Your ultimate goal is to educate, inspire, and convince the view ......Read More
1260 Views
Justine Davis
Postman Head of Product Marketing • November 17
Developer marketing is marketing towards the developer persona. Developers typically hate marketing and will not respond to things like ads, "ship software faster" messaging, and traditional consumer marketing tactics. To be good at developer marketing, you have to speak their language, think abo......Read More
1245 Views
Justine Davis
Postman Head of Product Marketing • 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
1119 Views
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
1115 Views
Justine Davis
Postman Head of Product Marketing • 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
1045 Views
Justine Davis
Postman Head of Product Marketing • 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
1029 Views
Credentials & Highlights
Head of Product Marketing at Postman
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Knows About Analyst Relationships, Growth Product Marketing, Scaling Product Marketing, Competiti......more