Marketing to Developers

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43 likes•11,652 views

Marketing to marketers is easy. Marketing to end users is easy. Marketing to developers is hard. Really hard. Developers are the worst customers, and the best evangelists. If they love your product, they'll tell all of their developer friends. If they don't like your product, they'll bombard you with emails and support requests for things they think should exist. Developers are difficult, marketing to them shouldn't be.

Developers are the worst customers, but the best evangelists.

They create lots of pre-sale support questions

So, how do you create customers out of devs?

Developer Thought Process
1. Does it solve my problem?

Developer Thought Process
1. Does it solve my problem?
2. Should I build it myself?

Developer Thought Process
1. Does it solve my problem?
2. Should I build it myself?
3. Does it ﬁt into my existing workﬂow/architecture?

• Multiple SDKs
• Tutorials
• Plentiful Docs
• Examples

• Get qualiﬁed customers using your product
• Low to no budget required to run
• Global audience and exposure
• Make industry friends and potential partnerships

Tech Community Meetups
Send your DevRel here

Interest Group Meetups
Curated by your Community Manager

Conferences
Not of the “I think we should have booth babes, but I’m an idiot.” variety

Simple as that.
Pitch for your developers and send them to
share their ﬁndings in doing what they do best.

Position yourself as a thought leader. Use
plenty of example code.

Kevin Chau
@kchau
kevinchau.me
!
Divshot
@divshot
divshot.com
staticapps.org

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Marketing to Developers

1. Marketing to Developers Kevin Chau

2. Developers are the worst customers, but the best evangelists.

3. They ask a lot of questions

4. And linger in the funnel

5. They create lots of pre-sale support questions

6. But they make great evangelists

7. So, how do you create customers out of devs?

8. Product It all starts here

9. Developer Thought Process

10. Developer Thought Process 1. Does it solve my problem?

11. Developer Thought Process 1. Does it solve my problem? 2. Should I build it myself?

12. Developer Thought Process 1. Does it solve my problem? 2. Should I build it myself? 3. Does it ﬁt into my existing workﬂow/architecture?

13. Features Upfront

16. ?????????

17. No BS Pricing

18. Don’t do this.

19. Simple. Effective.

20. Developer Friendly API

23. • Multiple SDKs • Tutorials • Plentiful Docs • Examples

24. Developer Friendly API Ahem, Google.

25. Community Build it

26. Hackathons ‘Technology’ Focused

28. • Get qualiﬁed customers using your product • Low to no budget required to run • Global audience and exposure • Make industry friends and potential partnerships

29. Meetups DevRel and CMgr Gold Mine

30. Tech Community Meetups Send your DevRel here

32. Interest Group Meetups Curated by your Community Manager

34. • Social outing • Builds strength in community • Builds the brand outside of the product • Real people using the product • Forms stronger core users • Create thought leaders for your product Tech Community Interest Group

35. Conferences Not of the “I think we should have booth babes, but I’m an idiot.” variety

36. Simple as that. Pitch for your developers and send them to share their ﬁndings in doing what they do best.

37. Content Thought leadership

39. Position yourself as a thought leader. Use plenty of example code.

40. Kevin Chau @kchau kevinchau.me ! Divshot @divshot divshot.com staticapps.org

41. “Fin.”

Marketing to Developers

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