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Developer	
  Marke,ng:	
  	
  
Tac,cs	
  &	
  Technology	
  
Murtza	
  Manzur	
  
Developer	
  Evangelist	
  at	
  Marketo	
  
Slides	
  available	
  at	
  murtza.org/heavybit	
  
Agenda	
  
•  Developer	
  Personas	
  
•  Developer	
  Acquisi,on	
  Funnel	
  
– TOFU:	
  Specific	
  channels	
  to	
  reach	
  developers	
  
– MOFU:	
  Interac,on	
  with	
  website	
  &	
  product	
  
– BOFU:	
  Sales	
  cycle	
  
•  Marke,ng	
  Technology	
  
Slides	
  available	
  at	
  murtza.org/heavybit	
  
Developer	
  Persona	
  
•  What	
  is	
  unique	
  about	
  marke,ng	
  to	
  
developers?	
  
– Relevant	
  messaging,	
  plus	
  bulletproof	
  product	
  and	
  
documenta,on	
  
•  Who	
  is	
  the	
  developer	
  you	
  are	
  targe,ng	
  
– Developer	
  at	
  a	
  startup	
  is	
  a	
  different	
  persona	
  than	
  
the	
  VP	
  of	
  Engineering	
  at	
  an	
  enterprise	
  company	
  
Slides	
  available	
  at	
  murtza.org/heavybit	
  
Developer	
  Persona	
  Case	
  Study:	
  New	
  Relic	
  
Slides	
  available	
  at	
  murtza.org/heavybit	
  
Top	
  of	
  Funnel	
  
•  Top	
  of	
  Funnel	
  =	
  Building	
  awareness	
  among	
  
developers	
  
•  Test	
  different	
  online	
  and	
  offline	
  channels	
  to	
  engage	
  
with	
  your	
  target	
  developer	
  persona	
  
•  Measure	
  channel	
  acquisi,on	
  cost	
  based	
  on	
  paying	
  
users	
  
Slides	
  available	
  at	
  murtza.org/heavybit	
  
Top	
  of	
  Funnel:	
  Online	
  Channels	
  
Ac#vity	
   Details	
  
Online	
  Ads	
   Show	
  ads	
  on	
  developer	
  sites	
  
Company	
  Blog	
   Write	
  posts	
  about	
  interes,ng	
  things	
  people	
  built	
  on	
  your	
  API	
  
Social	
  Media	
   Engage	
  on	
  Hacker	
  News,	
  Reddit,	
  TwiWer,	
  StackOverflow	
  
Open	
  Source	
  Projects	
   Develop	
  or	
  sponsor	
  open	
  source	
  projects	
  
Sponsor	
  Blogs	
   Sponsor	
  blogs	
  in	
  your	
  ver,cal	
  
Guest	
  Posts	
   Write	
  posts	
  on	
  third-­‐party	
  sites	
  
Video	
  Content	
   Create	
  educa,onal	
  videos	
  and	
  share	
  on	
  sites	
  like	
  YouTube	
  
Host	
  Online	
  Challenges	
   Host	
  a	
  challenge	
  on	
  a	
  pla]orm	
  like	
  ChallengePost	
  
White	
  Papers	
   Create	
  in-­‐depth	
  content	
  on	
  specific	
  topics	
  
Infographics	
   Create	
  shareable	
  infographics	
  
List	
  in	
  Directories	
   List	
  in	
  directories	
  like	
  Mashape,	
  ProgrammableWeb	
  
Slides	
  available	
  at	
  murtza.org/heavybit	
  
Top	
  of	
  Funnel:	
  Offline	
  Channels	
  
Ac#vity	
   Details	
  
Speak	
  at	
  Events	
   Conferences	
  like	
  OSCON,	
  Dreamforce	
  
Host	
  Meetups	
   Runscope	
  hosts	
  San	
  Francisco	
  API	
  meetup	
  
Sponsor	
  
Hackathons	
  
Twilio	
  sponsors	
  many	
  hackathons	
  
Booth	
  at	
  Tradeshow	
   Conferences	
  like	
  OSCON,	
  Dreamforce	
  
Partner	
  Company	
  
Events	
  
Events	
  like	
  Twilio's	
  roadshow	
  
Roadshows	
   Twilio	
  hosted	
  roadshow	
  for	
  developers	
  
Slides	
  available	
  at	
  murtza.org/heavybit	
  
TOFU	
  Case	
  Study:	
  Stripe	
  
Slides	
  available	
  at	
  murtza.org/heavybit	
  
Developer	
  
notes	
  poor	
  
experience	
  
Stripe	
  
cofounder	
  
engages	
  
developer	
  
Middle	
  of	
  Funnel	
  
Click	
  Ad	
  /
Organic	
  
Search	
  	
  
Read	
  Landing	
  
Page	
  
Capture	
  
Email	
  /	
  Sign	
  
Up	
  For	
  Service	
  	
  
Use	
  Service	
  
Use	
  Service	
  
ADer	
  First	
  
Time	
  
Slides	
  available	
  at	
  murtza.org/heavybit	
  
•  Middle	
  of	
  Funnel	
  =	
  Developer's	
  interac,on	
  with	
  a	
  
company	
  before	
  paying	
  
MOFU	
  Case	
  Study:	
  Loader.io	
  
•  Personal	
  story:	
  I	
  used	
  Loader.io,	
  but	
  then	
  
stopped	
  using	
  it	
  
•  Received	
  email	
  a	
  few	
  days	
  a`er	
  not	
  using	
  it	
  
– "Taking	
  a	
  break	
  from	
  load	
  tes,ng?	
  Did	
  you	
  know	
  
you	
  can	
  automate	
  your	
  load	
  tests	
  with..."	
  
– Link	
  with	
  a	
  call	
  to	
  ac,on	
  
Slides	
  available	
  at	
  murtza.org/heavybit	
  
BoWom	
  of	
  Funnel	
  
•  BoWom	
  of	
  Funnel	
  =	
  Sales	
  cycle	
  
•  Determine	
  when	
  to	
  engage	
  in	
  sales	
  cycle	
  
– Engage	
  in	
  high	
  touch	
  sales	
  with	
  best	
  prospects	
  
•  Determine	
  best	
  prospects	
  with	
  a	
  scoring	
  
model	
  	
  
– Add	
  or	
  subtract	
  points	
  based	
  on	
  ac,ons	
  taken	
  or	
  
interest	
  shown	
  
	
  
Slides	
  available	
  at	
  murtza.org/heavybit	
  
BOFU	
  Case	
  Study:	
  Marketo	
  
Slides	
  available	
  at	
  murtza.org/heavybit	
  
Marke,ng	
  Technology	
  
Research,	
  Buy	
  and	
  
Op,mize	
  Ads	
  (AdStage,	
  
Captora,	
  Moat)	
  
Op,mize	
  Landing	
  Pages	
  
(Op,mizely,	
  Unbounce)	
  
Capture	
  Email	
  and	
  Send	
  
Content	
  (Marketo,	
  
MailChimp,	
  HubSpot)	
  
Engage	
  in	
  Low	
  Touch	
  
Sales	
  (Marketo,	
  
Customer.io,	
  Intercom)	
  
Engage	
  in	
  High	
  Touch	
  
Sales	
  (Salesforce,	
  
Marketo)	
  
Retain	
  and	
  Upsell	
  
Customers	
  (Gainsight,	
  
Heap	
  Analy,cs)	
  
Slides	
  available	
  at	
  murtza.org/heavybit	
  
Takeaways	
  
•  Think	
  about	
  developer	
  persona	
  
•  Model	
  and	
  measure	
  developer	
  lifecycle	
  
– TOFU,	
  MOFU,	
  BOFU	
  
•  Leverage	
  technology	
  to	
  scale	
  smarter	
  
	
  
Slides	
  available	
  at	
  murtza.org/heavybit	
  
Resources	
  to	
  Learn	
  More	
  
•  Marketo	
  Defini,ve	
  Guides	
  
– hWp://www.marketo.com/defini,ve-­‐guides/	
  
•  Developer	
  Marke,ng	
  Blog	
  
– hWp://murtza.org/	
  	
  
•  Marke,ng	
  Technology	
  Blog	
  
– hWp://chiefmartec.com/	
  
Slides	
  available	
  at	
  murtza.org/heavybit	
  

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Developer Marketing: Tactics & Technology

  • 1. Developer  Marke,ng:     Tac,cs  &  Technology   Murtza  Manzur   Developer  Evangelist  at  Marketo   Slides  available  at  murtza.org/heavybit  
  • 2. Agenda   •  Developer  Personas   •  Developer  Acquisi,on  Funnel   – TOFU:  Specific  channels  to  reach  developers   – MOFU:  Interac,on  with  website  &  product   – BOFU:  Sales  cycle   •  Marke,ng  Technology   Slides  available  at  murtza.org/heavybit  
  • 3. Developer  Persona   •  What  is  unique  about  marke,ng  to   developers?   – Relevant  messaging,  plus  bulletproof  product  and   documenta,on   •  Who  is  the  developer  you  are  targe,ng   – Developer  at  a  startup  is  a  different  persona  than   the  VP  of  Engineering  at  an  enterprise  company   Slides  available  at  murtza.org/heavybit  
  • 4. Developer  Persona  Case  Study:  New  Relic   Slides  available  at  murtza.org/heavybit  
  • 5. Top  of  Funnel   •  Top  of  Funnel  =  Building  awareness  among   developers   •  Test  different  online  and  offline  channels  to  engage   with  your  target  developer  persona   •  Measure  channel  acquisi,on  cost  based  on  paying   users   Slides  available  at  murtza.org/heavybit  
  • 6. Top  of  Funnel:  Online  Channels   Ac#vity   Details   Online  Ads   Show  ads  on  developer  sites   Company  Blog   Write  posts  about  interes,ng  things  people  built  on  your  API   Social  Media   Engage  on  Hacker  News,  Reddit,  TwiWer,  StackOverflow   Open  Source  Projects   Develop  or  sponsor  open  source  projects   Sponsor  Blogs   Sponsor  blogs  in  your  ver,cal   Guest  Posts   Write  posts  on  third-­‐party  sites   Video  Content   Create  educa,onal  videos  and  share  on  sites  like  YouTube   Host  Online  Challenges   Host  a  challenge  on  a  pla]orm  like  ChallengePost   White  Papers   Create  in-­‐depth  content  on  specific  topics   Infographics   Create  shareable  infographics   List  in  Directories   List  in  directories  like  Mashape,  ProgrammableWeb   Slides  available  at  murtza.org/heavybit  
  • 7. Top  of  Funnel:  Offline  Channels   Ac#vity   Details   Speak  at  Events   Conferences  like  OSCON,  Dreamforce   Host  Meetups   Runscope  hosts  San  Francisco  API  meetup   Sponsor   Hackathons   Twilio  sponsors  many  hackathons   Booth  at  Tradeshow   Conferences  like  OSCON,  Dreamforce   Partner  Company   Events   Events  like  Twilio's  roadshow   Roadshows   Twilio  hosted  roadshow  for  developers   Slides  available  at  murtza.org/heavybit  
  • 8. TOFU  Case  Study:  Stripe   Slides  available  at  murtza.org/heavybit   Developer   notes  poor   experience   Stripe   cofounder   engages   developer  
  • 9. Middle  of  Funnel   Click  Ad  / Organic   Search     Read  Landing   Page   Capture   Email  /  Sign   Up  For  Service     Use  Service   Use  Service   ADer  First   Time   Slides  available  at  murtza.org/heavybit   •  Middle  of  Funnel  =  Developer's  interac,on  with  a   company  before  paying  
  • 10. MOFU  Case  Study:  Loader.io   •  Personal  story:  I  used  Loader.io,  but  then   stopped  using  it   •  Received  email  a  few  days  a`er  not  using  it   – "Taking  a  break  from  load  tes,ng?  Did  you  know   you  can  automate  your  load  tests  with..."   – Link  with  a  call  to  ac,on   Slides  available  at  murtza.org/heavybit  
  • 11. BoWom  of  Funnel   •  BoWom  of  Funnel  =  Sales  cycle   •  Determine  when  to  engage  in  sales  cycle   – Engage  in  high  touch  sales  with  best  prospects   •  Determine  best  prospects  with  a  scoring   model     – Add  or  subtract  points  based  on  ac,ons  taken  or   interest  shown     Slides  available  at  murtza.org/heavybit  
  • 12. BOFU  Case  Study:  Marketo   Slides  available  at  murtza.org/heavybit  
  • 13. Marke,ng  Technology   Research,  Buy  and   Op,mize  Ads  (AdStage,   Captora,  Moat)   Op,mize  Landing  Pages   (Op,mizely,  Unbounce)   Capture  Email  and  Send   Content  (Marketo,   MailChimp,  HubSpot)   Engage  in  Low  Touch   Sales  (Marketo,   Customer.io,  Intercom)   Engage  in  High  Touch   Sales  (Salesforce,   Marketo)   Retain  and  Upsell   Customers  (Gainsight,   Heap  Analy,cs)   Slides  available  at  murtza.org/heavybit  
  • 14. Takeaways   •  Think  about  developer  persona   •  Model  and  measure  developer  lifecycle   – TOFU,  MOFU,  BOFU   •  Leverage  technology  to  scale  smarter     Slides  available  at  murtza.org/heavybit  
  • 15. Resources  to  Learn  More   •  Marketo  Defini,ve  Guides   – hWp://www.marketo.com/defini,ve-­‐guides/   •  Developer  Marke,ng  Blog   – hWp://murtza.org/     •  Marke,ng  Technology  Blog   – hWp://chiefmartec.com/   Slides  available  at  murtza.org/heavybit