Developer Marketing
for technical buyers

Feb. 13, 2014
Version 1.0
© Node1
Content
•  Community marketing
•  Developer Q/A
•  Code Management
•  Open Source versus Closed Source
•  Security
•  Deve...
Developer
Marketing?
Developers uses
your software…

…managers
don’t
Community Marketing
You know by placing the code in open repositories and seeding the communities
with starter and advance...
the 3:30:3 rule*
Is your API easy to set up and use by developers?
make sure that any developer doesn’t take more than:

3...
Developer Centric Marketing

Spread the Word

Community Moderation

Easy Integration
Establish a Community
Establishing a
presence in the open
source community…
…and go where the 
developers hang out
Understand developer motivation
ease of use
coverage

attractive fees

popularity
performance

cutting edge

support

opti...
Developer Q/A

Stackoverflow serves as a platform for users
to ask and answer questions.
Features questions and answers on ...
Code management

Is the most popular code repository site for
open source projects.
11
Open Source
Open source refers to a computer
program in which the source code is
available to the general public for use
a...
Open versus Closed Source
Open Source

Closed Source

Free to use, BSD* 2-Clause

License

Only customers and merchants of...
•  Authorized developers only
– API keys
– oAuth2

•  API Policies (rate limits, contracts)
•  Traffic monitoring
Developer Adoption
• 

Promote a well designed ‘awesome’ API

• 

Demo easy integration examples for different programming ...
16
Sarphatistraat 370
Amsterdam
Netherlands
info@node1.com
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Node1 developer marketing

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Developer marketing is an important asset for creating alignment between important online assets such as SaaS products, API portals and human (programmer) capital management.

Using a Developer marketing approach will create more successful (API) products and longer term commitment from external and internal developers to your code, SaaS and API base.

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Node1 developer marketing

  1. 1. Developer Marketing for technical buyers Feb. 13, 2014 Version 1.0 © Node1
  2. 2. Content •  Community marketing •  Developer Q/A •  Code Management •  Open Source versus Closed Source •  Security •  Developer Adoption 2
  3. 3. Developer Marketing?
  4. 4. Developers uses your software… …managers don’t
  5. 5. Community Marketing You know by placing the code in open repositories and seeding the communities with starter and advanced questions, with answers, an initial connect with the developer community can be made? 12:45 ✓   ✓   Sure! By investing in these activities in a structural manner developer selfservice in seeking out information and answers to their questions can be fulfilled. 12:45 ✓   ✓   Also, be daily moderation real feedback from developers can be captured and used for improvement of the open source SDK’s, code snippets and support documentation.. 12:46 ✓   ✓   And recognizing key-influences and blogs will also be a part of the community marketing effort! 12:46 ✓   ✓  
  6. 6. the 3:30:3 rule* Is your API easy to set up and use by developers? make sure that any developer doesn’t take more than: 3 seconds to understand what your API does 30 seconds to find the correct endpoint 3 minutes to start consuming it * Quote by Ori Pekelman
  7. 7. Developer Centric Marketing Spread the Word Community Moderation Easy Integration
  8. 8. Establish a Community Establishing a presence in the open source community… …and go where the developers hang out
  9. 9. Understand developer motivation ease of use coverage attractive fees popularity performance cutting edge support options community
  10. 10. Developer Q/A Stackoverflow serves as a platform for users to ask and answer questions. Features questions and answers on a wide range of topics in computer programming. 10
  11. 11. Code management Is the most popular code repository site for open source projects. 11
  12. 12. Open Source Open source refers to a computer program in which the source code is available to the general public for use and/or modification from its original design. Open source code is typically created as a collaborative effort in which programmers improve upon the code and share the changes within the community. 12
  13. 13. Open versus Closed Source Open Source Closed Source Free to use, BSD* 2-Clause License Only customers and merchants of the company By all contributors and reviewers in the community Security Only the authorized developers By all contributors and reviewers in de community Quality By company developers and / or partners Moderation in GitHub and developers communities where experiences and learning are shared Easy to use Through customer service and implementation managers Public references and open repositories like GitHub Easy to find Need a login to screened off area GitHub Versioning * Berkeley Software Distribution GitHub, SVN, Git 13
  14. 14. •  Authorized developers only – API keys – oAuth2 •  API Policies (rate limits, contracts) •  Traffic monitoring
  15. 15. Developer Adoption •  Promote a well designed ‘awesome’ API •  Demo easy integration examples for different programming languages •  Provide clear and easy to understand online documentation •  Community QA; share knowledge, actively engage developer audience •  Alive content; regularly refresh content: look alive •  Provide (mobile) SDKs for popular languages •  Create libraries for (micro) communities •  Provide code samples for different use cases •  Track developer activity: know your audience 15
  16. 16. 16
  17. 17. Sarphatistraat 370 Amsterdam Netherlands info@node1.com

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