Developer Marketing Resolution: Put Brand Awareness First

When we interviewed developers, several indicated they would only click on product advertising if they recognized the brand. So before you launch your product marketing ad campaign that invites them to click through to a trial or an API, it’s best that they recognize your brand. That’s why it’s so important to put brand awareness first. One-Two Punch Content and promotion. Give developers content they want to consume and share, and also promote it. The most effective way to become known to developers is to help them learn something. Sonko, as he’s known to his friends, will click on [...]

By |2019-02-27T12:55:08-05:00January 23rd, 2019|Marketing to Developers|

Developer Marketing Resolution: Own Public Documentation

Whether you are speaking to the modern developer, modern IT, or the DevOps engineer, public documentation may be the first content they consume. As the first face of your product or company a developer prospect sees, it needs to be a good one. That’s why your public documentation deserves to be part of your content marketing strategy. It also deserves to be written by a practitioner from outside your company. Public Documentation is Practitioner Content Marketing Undoubtedly you have documentation already written by your product team. However, it was probably written for another member of the product team. They already [...]

By |2019-02-27T12:55:17-05:00January 16th, 2019|Marketing to Developers|

Calling All DevOps Engineers

Calling Them What? And that is the question. If you are marketing to developers, you already know that there is no generic “developer.” Undoubtedly, your tool or service is meant to be wielded by a very specific developer persona. But thanks to DevOps, that persona may be employing multiple tools. So when your persona also identifies as DevOps, what does that mean? Why should you care? To understand this, Developer Media posed a very simple question on “Are you a DevOps engineer?” Yes, But... At least one developer responded, “Yes, but I don’t want to be one.” Harrr. [...]

Developer Marketing Resolution: Commit to a Blog Frequency

Content marketing may be king, but it sure doesn’t feel good to be the king, particularly when you are asked to justify the performance of your blog. Any marketing team can struggle with keeping their blog traffic high and the market-qualified leads flowing, but it is an inestimable challenge when that blog is for the modern developer. Challenges Perhaps the most daunting part of creating a relevant, compelling blog that satisfies the modern developer or modern IT audience is that it must be technical. On the surface, this seems easy to solve—after all, you are responsible for marketing a [...]

By |2019-02-27T12:55:26-05:00January 9th, 2019|Marketing to Developers|

Marketing to Developers? Ten Resolutions for 2019

A new year begins! When all the celebrations are over, we are faced with all our aspirations, goals, and objectives for the new year in many areas of our lives. In a role that means marketing to developers, that means making developer marketing resolutions and keeping them. For 2019, that means making sure that the developer you have in mind includes the Modern Developer. Mod·ern·De·vel·op·er /ˈmädərnˌdəˈveləpər/ Noun A person who uses a broad assortment of tools and technologies to create a work. Typically skilled in multiple languages, frameworks, and techniques, utilizes DevOps methodologies, Continuous Integration, and Continuous Delivery, and is [...]

By |2018-12-18T12:15:30-05:00January 2nd, 2019|Marketing to Developers|

The Power of Developers: Why Developers Reject Tool Recommendations

We recently posed the question to the audience: “How often do you shoot down product tool choices your manager / team lead presents to your team?". From this, we learned that 34.5% of the developers who responded very often, often, or occasionally reject the choices the purchaser has already made. In addition, approximately 30% never have to reject a product from on high because they choose their own tools! However, this first survey did not dig into the reasons why developers had rejected or disliked tool selections made by their manager, team lead, or other leaders in their organization. [...]

Developer Power: How Developers Influence Tool Purchase and Adoption

Most people agree that developers of all job descriptions have tremendous technical power at their fingertips. However, particularly in large organizations, many software and programming tool developers have been focusing on the purchaser as the customer. More often than not, that is not the developer who will be implementing the tool purchased. The C-suite, project managers, or lead engineers may seem like the best target audience. But what about the developers they will delegate implementation to? How do developers influence tool purchases? To understand this, Developer Media posed a very simple question on   “How often do you shoot [...]

Developer Marketing Best Practices: Make Your Landing Page Developer-Worthy

Introduction What makes a landing page developer-worthy? If you are struggling with getting developers there, parsing your messaging for your advertising, and trying to come up with a clever catchphrase to get a click, you might be focusing on the wrong part of the bait. It’s likely that what your landing page is offering simply isn’t what developers want. Begin with the end in mind Are you seeking to convert developers to leads? Or do you need them to try your product so they can make a recommendation to the decision-maker in their company? Perhaps you are looking for [...]

By |2018-12-11T14:30:33-05:00December 12th, 2018|Marketing to Developers|

The 3Es of Running Successful Developer Contests

Planning to run a developer contest? You’ve probably spent a considerable amount of time researching and combing through the myriad of contest platforms and tools that not only tie in with your business and marketing objectives, but also appeal to the developer community. Or perhaps you’re looking to build a contest platform of your own. Well, the good (and bad) news is that you have plenty of options available. So how do you decide what works best for you? As you set out to build a short- or long-term contest strategy, you need to have a good understanding of [...]

By |2018-12-04T08:44:59-05:00December 5th, 2018|Insights and Analytics, Marketing to Developers|

Making Developer Contests Count

Nothing incentivizes developer engagement better than developer contests. Implicit in the developer contest is the requirement for engagement via participation. By collecting data about who participates in each contest, you get more than a mailing list—you immediately gain valuable insight about your audience. What rewards attract them? Who tends to participate in contests? This is valuable customer insight! Even better, properly structured, your contest is sure to generate developer buzz, influencer content and new applications built on your platform. Remember that a contest is essentially a digital event. While digital events have lower cost per headcount than in person [...]

By |2018-11-20T15:03:38-05:00August 22nd, 2018|Marketing to Developers|