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.

The Secret to Technical Content Marketing Stardom

You are a consummate professional. You can create a content marketing strategy for all occasions — go to market, incremental growth, you name it.  And you know how to get it done. You are getting it done, but it is taking more of your time than you thought, and resources can be scarce or unreliable. Particularly the human kind — the writers. Because your market is a skeptical technical audience, well, you can’t get away with faking technical expertise. But, technical experts with time to write are hard to come by — in or out of your organization. Practitioner [...]

Developers Reveal Their Biggest Challenges When Learning a New Technology or Framework

It’s Like a Tough Mudder For Their Brains Life-long learners, yes. Thrilled with every step of the process? No. Modern developers notice the hard parts of learning just like everyone else. Because of the nature of their work, they have very specific challenges. Fortunately, these are challenges that technology, tool, and framework companies are well-poised to help them overcome. Yes, YOU can help a developer. Developer Media posed a very simple question on CodeProject.com: “What are the hardest parts of learning a new technology or framework?” Survey, says... Almost as many respondents (>40%) said that getting started with new [...]

The Dirty Word for Technical Content Marketing

C’mon. You know it. You’ve heard it. You’ve snickered at it, maybe even blushed. If you take pride in your job, you’ve even taken umbrage at it. And for technical marketing, it’s bandied about even more freely. “Lies” You’ve got it. “Lies.” The dirty word. “Marketing is a lie.” “Marketing lies to you.” Say it however you like. You can use a ten-dollar world like “manipulate” or try to dress it up to “persuade.” But like it or not, distrust is the underlying objection to marketing in general and technical content marketing in particular. With public trust in social [...]

Download the Creating Winning Content Ebook

Winning content for content marketers targeting the modern developer and IT professional is content that interests them and delivers value. Creating winning content encompasses more than putting out an interesting blog post or white paper every once in a while. It is a commitment that requires a strong content marketing strategy connected to business goals. Well-constructed content marketing strategies include clear KPIs that are used before, during, and after a campaign. It requires a content strategy for developers and IT professionals that includes different forms of content with specific purposes including raising awareness of a technical problem, education about [...]

Meet the Developer: Introducing Oana “Quality Ad, Quality Product” Mancu

It’s easy to put developers in a box. When you have a skeptical technical audience, you can feel like you are messaging to deaf ears. However, developers like Oana Mancu have sympathy, even empathy, for companies trying to provide a product — especially if you deliver an entertaining, high-quality ad, a high-functioning product website, and are willing to listen to her feedback. Tell me about yourself. Where did you grow up, where do you live now, what do you do? I grew up in and still live in Bucharest, Romania. I went to the University of Bucharest for my [...]

By |2019-03-18T21:08:30-07:00March 27th, 2019|Meet the Developer|

Developer Marketing Resolution: Use Sponsorships Strategically

Investing a lot of marketing dollars to reach the modern developer? Industry influencers such as celebrity developers have a ready-made audience who tune in with trust. Use sponsorships strategically to support these influencers and reach their audience. Who is an Industry Influencer? For the modern developer, industry influencers usually owe their celebrity to their technical chops and their industry exposure. Rarely are they simply industry trend experts, but are truly practitioners—or at least were recently—and can speak to current technical issues with authenticity and credibility. Sponsorships and ads placed within these communities offer credibility and brand protection, as your brand [...]

By |2019-02-27T12:53:32-07:00March 13th, 2019|Marketing to Developers|

Developer Marketing Resolution: Tie your content marketing strategy to a promotion strategy

You are trying to drive modern developer engagement, correct? If you are looking for ads or content marketing alone to inspire this development (*snicker*), then you’ll be disappointed. The best way to engage the modern developer is with compelling content. But, without a promotion strategy, those developers may never know your content exists. Content + Promotion: A Winning Combination According to Evans Data Corporation’s Developer Marketing 2017 survey results, we know that the modern developer clicks through links to content advertised on newsletters from D2D communities. When we interviewed developers, we learned that they are lifelong learners who are [...]

Developer Marketing Resolution: Andify Your Practitioner Content Marketing Strategy

Tempted to look for the content marketing silver bullet to reach the modern developer? Here’s a news flash: there really isn’t one. If you’re struggling to select the most powerful type of content to influence or inspire your developer audience and prospects, it’s because the right answer for your practitioner content marketing strategy (or any strategy) isn’t “or.” It’s almost always “and.” Practitioner Content Marketing Creating an authentic voice in the fragmented market of tools and services for the modern developer can be challenging. Practitioner content marketing uses the voice of developer and IT practitioners outside your company. This voice [...]

Technical Content Marketing ROI: It Doesn’t Have to Hurt to Work

Technical content marketing is hard, and it can hurt — perhaps badly enough that you’ve given up on executing your technical content marketing strategy. Listen: “no pain, no gain” is for exercise, not content marketing. Technical content marketing doesn’t have to hurt to be effective.  Check out the six pain points decreasing your technical content marketing ROI, and learn how to get your content marketing strategy working, without hurting. What Pain Points Do to Your ROI Savvy content marketers have a handle on their costs and more than a clue about the benefits. Excluding the cost of putting together [...]

Developer Marketing Resolution: Stop Over Infogating Content

What do modern developers do? Thanks to devops, more and more. In fact, your modern developer may even be an IT operations professional acting like a developer. Bottom line: your audience and your customers are BUSY. So when you make them fill out multiple fields, or give them the chance to hesitate about how their information will be used when they want to access your content, you risk losing them. The most egregious violation? Asking them for their phone number. Just don’t. Infogating – How Much is Okay? What the Data Shows Based on Evans Data Corporation’s Developer Marketing 2017 [...]

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