The M Word: Marketing in a Developer World

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Developers today must understand the fundamentals of lean marketing and growth hacking in order to get more users, more revenue, more funding--or even a better job. Marketing is useful. Badly executed marketing, just like poorly written code, can leave lasting scars. In this session, developers will learn how to identify and partner with marketers who "get it." Marketers will learn to get their geek on and address developer painpoints before promising benefits.

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  • The M Word: Marketing in a Developer World

    1. ! ! The M Word Delyn Simons @delynator, @mashery #twiliocon October 2012
    2. Text People and IT have different requirements. Text t Consumerizatio ility n will force more p ab r Ca IT change over su me the next 10 n Co years than any other trend. Enterprise IT - Gartner
    3. Corporate IT Consumerized IT Controlled Connected Secure Open Process FastEfficient for Systems Efficient for Users
    4. Text Credit: Jeff Lawson, Twillo
    5. Text From Products to Platforms
    6. Product Think Platform ThinkDevice-centric Services-centric OS Cloud Hardware Content Download Stream Wired Magazine, Dec 2011
    7. Developers in the Driver’s Seat Photo Credit: flickr.com/techcrunch
    8. Talent Wars: An ArmsRace in Tech - Udemy Infographic
    9. Text Get Out of the Way Marketing Your customers are smarter than you Let them get under the hood Sell aspirin, not vitamins Your documentation is your marketing Less cathedral, more bazaar @delynator, @mashery
    10. Credit: Geeks and repetitivetasks Bruno Oliveira, Google+
    11. Text Get Out of the Way Marketing Your customers are smarter than you Let them get under the hood @delynator, @mashery
    12. Credit: Jeff Lawson, Twillo
    13. Text Get Out of the Way Marketing Your customers are smarter than you Let them get under the hood Sell aspirin, not vitamins @delynator, @mashery #twiliocon
    14. Text Marketing? First, solve pain. • “Documentation and examples. Give me those, keep them up to date • and Im happy.” • “Version *every* change to your API, and version your docs the same • way, so I always know which functionality Im getting, and what its • really supposed to do.” • “Keep your documentation up to date and in all reasonable instances • provide a fucking library for common languages that has real • production-ready code instead of some bullshit an intern wrote in an • afternoon for a demo.” Credit: YourTrove Hacker News Developer Survey
    15. Text Get Out of the Way Marketing Your customers are smarter than you Let them get under the hood Sell aspirin, not vitamins Your documentation is your marketing @delynator, @mashery #twiliocon
    16. Text Get Out of the Way Marketing Your customers are smarter than you Let them get under the hood Sell aspirin, not vitamins Your documentation is your marketing Less cathedral, more bazaar @delynator, @mashery #twiliocon
    17. The Cathedral“We are the experts.” Attributes: Traditional, secure, closed, top-down, proprietary, one-way communication handed down to the masses. Read-only marketing. An inordinate amount of time and energy must be spent hunting for bugs in the Cathedral model, since the working version photo: flickr.com/photos/dynamosquito CC BY-SA 2.0 a few of the code is available only to photo: flickr.com/photos/dynamosquito CC BY-SA 2.0 developers. Slower to evolve or react quickly to changing market conditions. - Eric S. Raymond. The Cathedral & Photo Credit: the Bazaar. OReilly. flickr.com/vicfan
    18. The Bazaar“We cannot predict all the new directions our business will take us.” Attributes Open ecosystem, nimble, agile, lightweight, emphasis on participation. Read-Write marketing. If you treat your beta-testers as if theyre your most valuable resource, they will respond by becoming your most valuable resource. Photo Credit: The next best thing to having flickr.com/dynamosquito good ideas is recognizing good ideas from your users. Sometimes the latter is better. - Eric S. Raymond. The Cathedral & the Bazaar.
    19. Text Get Out of the Way Marketing Your customers are smarter than you Let them get under the hood Sell aspirin, not vitamins Your documentation is your marketing Less cathedral, more bazaar @delynator, @mashery
    20. Thank you!Your feedback is a gift. Delyn Simons @delynator, @mashery #twiliocon October 2012

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