Does the Marketing Funnel Apply to Developers?

The Reason It’s Called a Funnel The Attention – Interest – Desire – Action (AIDA) funnel is a guide to purchasing behavior, just like the buyer’s journey. The AIDA funnel encapsulates a process; its steps are adjustable filters designed to qualify and nurture prospects along their buying journey. By customizing the 4 filters in the funnel, you can achieve your campaign goals and address the needs of your developer audience. It is important to understand the analogy of the funnel — your leads start at a big opening at the top and are filtered through a small opening at [...]

By |2022-11-30T12:59:48-05:00November 30th, 2022|Content Marketing, Marketing to Developers|

Influencing the Developer

Decisions, Decisions, Decisions… Decisions can make or break a career, depending on the costs and possible outcomes, but risks are mitigated for developers if the responsibility for a decision is spread amongst the project team. And while the team leader is fundamentally the decision-maker, they will generally gather input from all team members, and may involve stakeholders outside the development team who have a vested interest in the project. Those stakeholders could include business leaders, financial staff, or sales and marketing. Businesses understand that their success is a matter of producing results, so the critical part of the decision [...]

By |2022-11-16T08:36:53-05:00November 16th, 2022|Marketing to Developers|

To B2D or Not to B2D: The Nobility of Marketing to Developers

Introduction Let us consider for a moment the software developer. Many people use the terms software engineer and software developer interchangeably, but there is a distinction. Software engineers design software solutions, while software developers build those solutions to ready them for consumers. Designing and building are how things get done — for everything from houses, to cars, to reactors, to spaceships. In the 21st century, our lives run on software, and without it, the world would grind to a halt. In ancient times, a developer might have been considered royalty. Developers wield tremendous power, because according to OwlGuru, software [...]

By |2022-10-28T10:56:42-04:00October 27th, 2022|Marketing to Developers|

How to Use Brand Awareness to Reduce Developer Fear and Anxiety

Trust in Advertising One of the fundamental truths in any civilization is that trust is hard to build and easy to destroy. If you research the elements of trust, you will find sources covering a range of elements (approximately 3–9) that are mostly focused on building trust between individuals. But what about commercial trust—say between a solution provider and a developer? For this relationship, we propose the elements of reputation and longevity for consideration. The first element, reputation, means that products or people are inherently trusted because they have a reputation which reduces our anxiety and mitigates our fear. [...]

By |2022-09-27T12:21:41-04:00September 28th, 2022|Marketing to Developers|

Make It Real – Brand Awareness and Developers

Who Cares? Why does anyone care about a brand? And what specifically about a brand would a developer care about? For an informed consumer, a brand equates to value. If we’re familiar or aware of a brand, then we can instantly position it in our minds by reputation, quality, price, and value. While quality remains the responsibility of the production arm of your organization, you (marketing) control the perception of your brand. You do this using tools like brand building, price, positioning, and communicating value to the consumer. Creating Brand Awareness Brand awareness sits at the intersection of creating [...]

By |2022-08-02T19:19:32-04:00August 24th, 2022|Content Marketing, Marketing to Developers|

Five Considerations for Optimal Advertising Frequency

Introduction Advertising has its limits. Too little, and you may not get the attention of your developer audience and the results you expect. Too much, and you run the risk of oversaturation, and of  irritating or alienating your developer audience. The key is finding the sweet spot where you raise a level of awareness, generate interest, create demand, and trigger an action. To illustrate the steps needed to make that happen,  in this article, we’ll use a modified version of the famous AIDA (Attention, Interest, Desire, Action) funnel as a guide. Funnel Logic Getting From Point A to Point [...]

Why You Still Need Email to Reach Your Developer Audience in a Social Media World

Social Media — All In? “Social media” has become an accepted term to describe a variety of communication forms over social networks. Initially, it had a positive connotation. But as the medium has evolved, so have its negative aspects. Social media will continue to evolve over time, but as of today, people tend to view certain categories of postings with a measure of skepticism, thanks to exaggerated claims and links to false information. The bottom line is that though social media is an effective form of communication, its associated pitfalls mean that care must be taken when selecting a [...]

By |2022-06-28T20:32:17-04:00June 29th, 2022|Marketing to Developers|

The Choice is Yours: Eblasts vs. Newsletters

Be Selective, Be Effective Both eblasts and newsletters are effective means of communicating with your developer community. Each of these tactics has positive and negative attributes which will impact your decision as to when to use them. Eblasts and newsletters are not mutually exclusive; both eblasts and newsletters can be integrated into your strategy and campaign plans. Before we compare the two, let’s review the definition of each: Eblasts Eblasts are dedicated advertising emails delivered directly to your subscribers’ inbox. Eblasts are often used to promote things like a specific time-sensitive offer, event, product launch, service, or campaign. They’re [...]

By |2022-06-10T02:24:20-04:00June 15th, 2022|Marketing to Developers|

Why Email Marketing is More Effective in Reaching Developers in a World Dominated by Social Media — 2022

As marketers, we have to communicate to our audience in the most effective and efficient manner. Our communications ultimately have to create demand for our products or services.  Just as you don’t use exactly the same message every time, you don’t use the same method every time. Humans in general — and developers in particular — like variety. They like to be surprised, engaged, and amused. Of course, as marketers, we have a variety of communications tools at our disposal, including social media outlets, but some are more effective than others. According to data published by HubSpot, a CRM [...]

By |2022-05-17T18:10:51-04:00May 18th, 2022|Marketing to Developers|

Developer Marketing Website Worsts — Don’t Do These Things!

Besieged by IWA — Irritating Website Annoyances Companies love to solicit feedback. Whether it’s used to simply check a box to comply with their Net Promoter Score audit, or it’s actually used to improve the customer experience depends on the company’s culture. Feedback can be brutal, but in reality, it’s one of the few things that lead to change. It’s been said many times, but websites really are the storefront of your company.  They are the most visible manifestation of your purpose in business. Your website should be perfect. But most aren’t. The Devil is in Reveling in the [...]

By |2022-03-14T17:57:01-04:00May 4th, 2022|Marketing to Developers|
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