About Yolanda Fintschenko

Yolanda is a scientist, writer, marketer, community leader and avid runner who lives and works in Livermore, CA. Yolanda started out in the field of lab-on-a-chip at Sandia National Labs. After having to transfer technology to industry, she moved to industry to build an international marketing team of scientists to exert technical influence in the field of food safety for Thermo Fisher Scientific. She took that expertise to LabSmith to run marketing and sales. At a small company, she discovered the significance of digital tools to amplify word-of-mouth, and is now a passionate advocate of a holistic digital marketing approach tailored to technical products and markets as co-founder of FounderTraction.

What Ad Copy Draws Developers’ Interest?

Write Ad Copy Developers Notice Wouldn’t you love to be able to write the ad copy developers notice? The content your ad points developers to will shape the message of your ad. To create the most effective ad copy, you must know the content topics that will interest your technical audience. Start With the Value Proposition If your ad points your developer audience to content that is useful to them, they are much more likely to click. This means understanding the value proposition of your product and your brand’s expertise, and delivering content that communicates that. Elements of the [...]

By |2020-10-06T14:02:53-04:00May 26th, 2020|Content Marketing, Marketing to Developers|

Why Market to Developers? Developers Have Influence

Why Market to Developers? Maybe your product’s customer is actually a CIO. Maybe the purchasing team sits on the business side of the house. Maybe developers aren’t even really your customer, you just need to convince their company’s C-suite to build a product with your API and put that on their product development map. So, why should you pay attention to developers? It turns out that they are often part of the decision making unit.  Our survey of a developer community results showed that 60% of developers have the ability to approve or reject a tool purchase.  We asked  a [...]

Developer Programming Woes: What Should Brands Improve?

The More Things Change, The More Things Stay the Same Many developers are finding themselves under the gun, with more being expected of them in shorter amounts of time. Everything from new tools to new processes are now on the market, with the hope of making programming more efficient, more accurate, and more cost-effective.  CodeProject asked its developer community, “Is the process of writing software becoming harder and more complicated?”Survey Says...In the context of this survey, complicated was defined as requiring more pieces (build tools, deploy tools, different languages, multiple systems); harder was defined as each piece being harder to learn, [...]

By |2020-10-06T14:03:10-04:00May 19th, 2020|Marketing to Developers|

Using D2D Advertising to Influence Developer Search Behavior

D2D Advertising and Search If you are advertising to developers in developer-to-developer (D2D) communities, you may overcome their propensity to use ad blockers. But how can you use ads in D2D community websites and newsletters to influence search behavior? Fortunately, developer habits are in your favor. Web Search May Affect Your CTR So, what if your ad click rate is low? You’ve placed a link in a D2D newsletter, and a static ad on the D2D community website your audience loves. Don’t despair. According to our developer interviews, many developers will view an ad, but won’t click on it. [...]

By |2020-10-06T14:03:20-04:00May 12th, 2020|Marketing to Developers|

Keep Your Promise: Truthful Developer Advertising

It’s Not Just What You Say Developers are a skeptical technical audience. Sure, you can split hairs and say truthful things that are misleading by implication. But you do so at the risk of damaging your campaign and your brand. Learn what it means to have truthful developer advertising through and through. Use Straightforward Language According to our developer interviews, many developers like storytelling in advertising. It’s engaging and fun. As long as it is not disruptive, telling a quick, interesting story is welcomed. But make sure it is accurate and easy to understand. The developers you want to [...]

By |2020-10-06T14:04:29-04:00May 5th, 2020|Marketing to Developers|

Developer Habits That Impact Advertising

Are Developers So Different? Developers share many behaviors with other consumers. However, developer habits and how they influence their interaction with advertising are specific and measurable. It’s useful to consult the data and learn what developers are likely to do when encountering an ad campaign so you can construct the most effective campaigns. This is particularly true if you are advertising to developers in developer-to-developer (D2D) communities. These are the best locations for advertising, because they are guaranteed to have your audience! But, to tip the balance to successful campaigns, you should factor in likely behavior. Ad [...]

By |2020-10-06T14:03:39-04:00April 28th, 2020|Content Marketing, Marketing to Developers|

D2D Community Advertising Principles

What Is A Developer Community? We’re defining a developer community as a place where developers congregate to build their skills, get questions answered, and share information to help other developers. If it sells advertising, it is probably not associated with a brand or vendor, but is associated with a particular application, language, tool or technology.  Because the strength of the community is based on the interaction between community members, we like to refer to these communities as developer-to-developer (D2D) communities. The Advantage Of Reaching D2D Communities D2D communities are popular with developers because they can share and obtain information [...]

By |2020-10-06T14:04:40-04:00April 21st, 2020|Marketing to Developers|

Attention-Grabbing Developer Advertising

Don’t Annoy Them The first step in attention-grabbing developer advertising is avoiding becoming an annoyance. Evans Data Corporation did advertisers a solid by asking developers about their biggest pet peeves in dealing with marketing materials. And, the winner is… targeting management, not developers. Almost as irritating? Invasive ads. (Like pop-ups!) What Does Grab Their Attention? It’s such a tired trope, but it is also so true. Location, location, location. In addition to targeted search ads, developers are highly likely to notice static banner ads. They aren’t invasive, and if you place them in an environment that developers trust (like [...]

By |2020-10-06T14:04:47-04:00April 14th, 2020|Marketing to Developers|

Recession-Proof Your Brand

Be Seen to Survive It’s simple. Brands that cut their budget during times of financial crisis shrink. Brands that invest in advertising grow. If you are trying to recession-proof your brand you can do it one simple step. Advertise.  Be the brand that developers continue to see. Rise to Top of Mind Maybe your brand is already top of mind for the developer. But if it’s not, a recession is an opportunity to get there. While other companies meet uncertain times with budget cuts or freezes to advertising and marketing, invest yours in developer advertising and marketing. According to [...]

By |2020-10-06T14:04:59-04:00April 7th, 2020|Marketing to Developers|

Biggest Challenges Developers Face While Working From Home

Lions and Tigers and Children, Oh My! The global response to ending the COVID-19 pandemic has created a widening swathe of communities requiring some kind of shelter-in-place (SiP). Many companies are mandating working from home, even if their communities have not yet implemented SiP, shutdowns, or lockdowns. Developers are still working—and for some, working from home is their status quo. But now, even those developers who usually work from home are finding that they have new “coworkers” with schools and other workplaces shut down. CodeProject asked its developer community, “What are your biggest challenges with working from home?” Survey [...]

By |2020-04-06T20:14:34-04:00March 31st, 2020|Insights and Analytics|
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