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Developer Marketing
                                   Do’s and Don’t’s



Friday, September 21, 2007                     ...
The Most Important Things



                             •   Developers buy tools because their friends like
            ...
Who? *-monkeys




                             •   Not managers and VPs (directly, at least)

                           ...
What? Paying for Tools

                             •   Paying for tools & services

                             •   Fre...
“What’s the last tool you bought?”
                                            ...I don’t remember...




Friday, Septembe...
The Problems

                             •   “Marketing” is developer attention poison

                             •  ...
Need & Niche


                             •   No alternative available

                             •   No pretty alter...
The ROI Gambit

                                         “If it confers a 1% productivity
           “The relative cost of...
Example: The Apple Tribe



                             TextMate         OmniGraffle




Friday, September 21, 2007       ...
sales_cycle.code

                             10:   MARKETERS.get_attention(DEVELOPER);
                             20: ...
Tools for Getting Attention




Friday, September 21, 2007                             11
Showing with Screencasts


                       •     Screencasts

                       •     Time-shifting

         ...
The Endless Cocktail Hour




                                •   Moving away from faceless - be informal

               ...
Messaging


                             •   Medic - Avoid “you’re broken; we can fix you”

                             • ...
barcamps




Friday, September 21, 2007          15
Giving Something Away


                             •   Scenerios for test driving - quick & easy

                      ...
Getting Input


                             •   Move from “file a feature
                                 request”

     ...
Marketing Rewards & Tools


                             •   Driving traffic

                             •   Driving busi...
Making Rock-stars
                    “It is easy to convince
                    your bosses to adopt
                   ...
Other References




Friday, September 21, 2007                  20
Thank you!
                                               License

                              http://creativecommons.or...
Developer Bullets
                             •   Developers have become nearly immune to traditional
                   ...
When? Two Times for Marketing



                             •   Before the sale - collecting the cash

                 ...
Boasting


                             •   Boasting

                             •   Slam videos

                      ...
Hanger-ons

                             •   Bloggers

                             •   Podcasters

                      ...
Credits & Co.
      •          barcamp board, Blake Burris: http://www.flickr.com/photos/blake4tx/112919368/
      •       ...
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Developer Marketing: Do's and Don't's

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Sets the context for commercial developer tools and then suggests how to market into that difficult area. Namely: be more like open source by building up a community that becomes your sales-force.

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Transcript of "Developer Marketing: Do's and Don't's"

  1. 1. Developer Marketing Do’s and Don’t’s Friday, September 21, 2007 1
  2. 2. The Most Important Things • Developers buy tools because their friends like the tools • Developers want respect Friday, September 21, 2007 2
  3. 3. Who? *-monkeys • Not managers and VPs (directly, at least) • “Developers” - the people writing and testing the code Friday, September 21, 2007 3
  4. 4. What? Paying for Tools • Paying for tools & services • Free + works = easy • Pay + works = struggle Friday, September 21, 2007 4
  5. 5. “What’s the last tool you bought?” ...I don’t remember... Friday, September 21, 2007 5
  6. 6. The Problems • “Marketing” is developer attention poison • Boot-strapping word of mouth • Getting developers to pay attention • Getting developers to pay for tools • Getting developers to switch, invest time Friday, September 21, 2007 6
  7. 7. Need & Niche • No alternative available • No pretty alternative available • Killer feature(s) • Culture of paying Friday, September 21, 2007 7
  8. 8. The ROI Gambit “If it confers a 1% productivity “The relative cost of these increase, then even assuming tools in comparison to the your developers cost $60K (a amount we make using them pretty bare minimum) then makes the cost seem almost you're making $600/year per irrelevant.” developer.” Friday, September 21, 2007 8
  9. 9. Example: The Apple Tribe TextMate OmniGraffle Friday, September 21, 2007 9
  10. 10. sales_cycle.code 10: MARKETERS.get_attention(DEVELOPER); 20: DEVELOPER.trial(SOFTWARE); 30: DEVELOPER.buy(SOFTWARE); 40: MARKETERS.add(DEVELOPER); 50: GOTO 10; Friday, September 21, 2007 10
  11. 11. Tools for Getting Attention Friday, September 21, 2007 11
  12. 12. Showing with Screencasts • Screencasts • Time-shifting • Webcasts? Friday, September 21, 2007 12
  13. 13. The Endless Cocktail Hour • Moving away from faceless - be informal • Sell your people, culture, and then product • Blogs, podcasts, forums • Vampires - Avoid phone calls Friday, September 21, 2007 13
  14. 14. Messaging • Medic - Avoid “you’re broken; we can fix you” • Boasting - Avoid “we’re better than Brand X” • Heros - You want the developer to succeed, not (just) the software Friday, September 21, 2007 14
  15. 15. barcamps Friday, September 21, 2007 15
  16. 16. Giving Something Away • Scenerios for test driving - quick & easy • The more compelling, the more limited it can be • Virtual images and appliances? • Vampires - avoid the siren call of lead collection Friday, September 21, 2007 16
  17. 17. Getting Input • Move from “file a feature request” • Spiceworks’ Spiciness Friday, September 21, 2007 17
  18. 18. Marketing Rewards & Tools • Driving traffic • Driving business • Put them on the (press) referral list • IRC & Forums Friday, September 21, 2007 18
  19. 19. Making Rock-stars “It is easy to convince your bosses to adopt • pay software when you Identify leaders by participation & are convinced that you innovation can become a ‘rock star’ • executing your ideas. Points systems The positive energy • Book deals that employee-type developers feel when • Conference passes desiring this incentive, is very infectious as well.” Friday, September 21, 2007 19
  20. 20. Other References Friday, September 21, 2007 20
  21. 21. Thank you! License http://creativecommons.org/licenses/by-nc-sa/2.5/ Contact Michael Coté cote@redmonk.com www.PeopleOverProcess.com 512.795.4307 Friday, September 21, 2007 21
  22. 22. Developer Bullets • Developers have become nearly immune to traditional marketing • Developers spend far more time online than they do with print publications • Developers would rather talk with someone than be talked at by something • Developers are starting their own mini communities via blogs • Developers don't just code at the office • Developers are not content to sit back and wait for updates or news; they can make their own Friday, September 21, 2007 22
  23. 23. When? Two Times for Marketing • Before the sale - collecting the cash • After the sale - using and loving the tool Friday, September 21, 2007 23
  24. 24. Boasting • Boasting • Slam videos • Caustic cultures Friday, September 21, 2007 24
  25. 25. Hanger-ons • Bloggers • Podcasters • Analysts • Press • Conference orginizers • Book publishers Friday, September 21, 2007 25
  26. 26. Credits & Co. • barcamp board, Blake Burris: http://www.flickr.com/photos/blake4tx/112919368/ • Pay Here sign, sparklefish: http://www.flickr.com/photos/38795936@N00/ • Apple on Dell, Teresa Sheehan: http://www.flickr.com/photos/sugarandweedkiller/507065335/ • Apple under ice, Lazy Lightning:http://www.flickr.com/photos/drienne/309103224/ • Apple Laptop, hyku: http://www.flickr.com/photos/hyku/147770261/ • Thinking Monkey, JoVivek: http://www.flickr.com/photos/vijo/1274330941/ • Cocktails & Napkin, Spine: http://www.flickr.com/photos/spine/146779420/ Friday, September 21, 2007 26
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