Marketing to Developers: How are they different and how do I talk to them?


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This is a highly abbreviated version of the presentation I've shared with hundreds of people about marketing to software developers. The presentation is constantly evolving with new data, but the core story remains the same: the world is increasingly run by software, developers build software, and developers are thereby the key to your company's future. From our experience and research, we can teach you the keys to effectively gaining developer attention, interest, involvement, trust and adoption. And I'd love to help you, too.

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  • Sure, they’re just people like you and me … but how are they different? You probably have a friend or relative who’s a software developer.
  • DM/CP study
  • from The New Kingmakers: How Developers Conquered the World, Stephen O’Grady, O’Reilly
  • Dev-focusedPrivately heldCorporate goal is to help developers and help the market. Not to please our investors. Not part of a bigger publishing firm or a site with a broader mission (Q&A)
  • Our network includes only quality sites – site that build the community.Not just drive by answers, but sites that contribute to the dev community. No guidelines that won’t allow certain questions to be asked. No “Well, Actuallys”Our goal is to make developers’ lives better.CommunitiesResourcesInfluencersVoicesDevelopers
  • We reach 20MM UNIQUE developers every month. With developer-specific sites and messagesNo-one goes to only one site, as much as we’d like them to. Even when they have favorites, they still go to many. use case example – people go to google but click the links of trusted resourcesWhy the difference? Could be estimates. Could be multiple IP addresses for the same person.
  • We have tons of experience doing this. Our board has years of experience in the market. Our sales team is focused on bringing you to the market in the best way possible.
  • Marketing to Developers: How are they different and how do I talk to them?

    1. 1. ©2013DeveloperMedia Marketing to developers Jeff Hadfield / @jhadfield
    2. 2. ©2013DeveloperMedia Developers are the future of your business.
    3. 3. ©2013DeveloperMedia Everything is Software Report: “The Software Edge,” IBM Institute for Business Value “Software development is the engine driving … technology innovations.” “While more than half of companies recognize that effective software development … is crucial to achieving competitive advantage, only a quarter are effective today.”
    4. 4. ©2013DeveloperMedia “Software is Eating the World” “We are in the middle of a dramatic and broad technological and economic shift in which software companies are poised to take over large swathes of the economy. More and more major businesses and industries are being run on software and delivered as online services—from movies to agriculture to national defense.” —Marc Andreessen, The Wall Street Journal, August 20, 2011
    5. 5. ©2013DeveloperMedia Every Business is a Software Business
    6. 6. ©2013DeveloperMedia What are developers like?
    7. 7. ©2013DeveloperMedia Image: Forbes
    8. 8. ©2013DeveloperMedia Our research: Developers are five times more likely to be certain “intellectual” personality types than everyone else.
    9. 9. ©2013DeveloperMedia Developers self-identify as “engineers/scientists,” “puzzle solvers,” “craftsmen/craftswomen,” and “artists.”
    10. 10. ©2013DeveloperMedia Now, more than ever, developers drive technology adoption and purchase decisions
    11. 11. ©2013DeveloperMedia “To win you must drive adoption and affirmation through developers.” —Jeffrey Hammond, Forrester Research, 2010
    12. 12. ©2013DeveloperMedia “The days when you could simply negotiate with a developer’s boss are over. Today, you need to court developer populations in the same manner that Apple sells phones: individual by individual.” “Developers are now the real decision makers in technology. Learning how to best negotiate with these New Kingmakers, therefore, could mean the difference between success and failure.”
    13. 13. ©2013DeveloperMedia Developers Do Buy Make buying decisions and are part of the buying process for IT
    14. 14. ©2013DeveloperMedia So how do we talk to developers?
    15. 15. ©2013DeveloperMedia We don’t talk to developers. We talk with developers.
    16. 16. ©2013DeveloperMedia DEVELOPERS
    17. 17. ©2013DeveloperMedia Build trust.
    18. 18. ©2013DeveloperMedia
    19. 19. ©2013DeveloperMedia
    20. 20. ©2013DeveloperMedia Communities Resources Influencers Trusted Voices Developers How To Code
    21. 21. ©2013DeveloperMedia
    22. 22. ©2013DeveloperMedia Experience
    23. 23. ©2013DeveloperMedia Experience
    24. 24. ©2013DeveloperMedia There’s more … just ask! Jeff Hadfield, CXO / @jhadfield