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Selling to Hoodie and the Sticker-Festooned 
Building a Developer Relations Program 
to Win Over Developers as Paying Cust...
2 
Developers drive the ecosystem around product & services
The less friction in your sales process, the more developers matter 
Source: “From developer adoption to enterprise dollar...
Appealing to developers grows your business 
DigitalOcean’s growth 
4 
Atlassian growth ($m) 
$59 
$149 
FY2010 FY2013 
So...
Developer relations persuades & helps developers to create a de facto 
standard out of your technology 
5 
Consider 
Estab...
The activities in developer relations vary, as does the team size 
6 
Example activities 
Advertising 
Providing research ...
Start with goals that are strongly connected to the business 
1. Be clear about your goals and your 
connection to the sal...
Developer marketing value props: what appeals to developers 
1. Productivity - move fast, get things done, 
leverage work ...
Showing up is a good first step: developer communities 
9 
Source: 451 DevOps Market Study, 1Q2014.
10 
Tactics: Mediums 
 Blogs 
 Podcasts 
 Support Forms 
 Code as marketing 
 Libraries and repositories 
 Documenta...
Tactics: Topic Ideas 
 101, getting started 
 Ongoing educational content 
 Wicked problems & war stories 
 Something ...
12 
Next steps: do a tiny bit of planning, then do something! (repeat) 
1. Evaluate how developers could help grow your 
e...
More from the report 
The full report has deeper dives into 
topics like: 
Types of developers 
Conferences, code for HR 
...
Thank you for your time. 
Questions? 
cote@451research.com 
@cote | +1-512-795-4307 | cote.io
15 
Panelists 
Geoff Tudor 
Director of Service Provider Clouds 
Fred Simon 
Co-Founder & Chief Architect
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Selling to Hoodie and the Sticker-Festooned - Building a Developer Relations Program to Win Over Developers as Paying Customers

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Draft for my talk on developer relations and marketing at #HCTSNA, Oct 6th-8th: http://451events.com/en/hosting-and-cloud-transformation-summit-na

If you want to come, use the code MC200 to get $200 off your registration.

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Selling to Hoodie and the Sticker-Festooned - Building a Developer Relations Program to Win Over Developers as Paying Customers

  1. 1. Selling to Hoodie and the Sticker-Festooned Building a Developer Relations Program to Win Over Developers as Paying Customers @cote Research Director, Infrastructure Software
  2. 2. 2 Developers drive the ecosystem around product & services
  3. 3. The less friction in your sales process, the more developers matter Source: “From developer adoption to enterprise dollars,” Geva Perry, 2013
  4. 4. Appealing to developers grows your business DigitalOcean’s growth 4 Atlassian growth ($m) $59 $149 FY2010 FY2013 Sources: "DigitalOcean's plans for $37m investment are all about growth," 451 Research; "Digital Ocean’s Journey From Tech Stars Reject To Cloud- Hosting Darling," TechCrunch; Netcraft.
  5. 5. Developer relations persuades & helps developers to create a de facto standard out of your technology 5 Consider Establish de facto standard Try Advocate Purchase Contribute Use
  6. 6. The activities in developer relations vary, as does the team size 6 Example activities Advertising Providing research Training API curation and docs Building extensions to your platform Integrating with your new IoT device Partnerships & biz dev Publishing & social media Example staffing Part time person(s) Your developers Product manager Dedicated “evangelist” Small team Large organization
  7. 7. Start with goals that are strongly connected to the business 1. Be clear about your goals and your connection to the sales and product management processes 2. Measure your progress and activities 3. Find and engage with your target developers 7
  8. 8. Developer marketing value props: what appeals to developers 1. Productivity - move fast, get things done, leverage work 2. Speed to market – ship it! 3. Cool new technology – valuable knowledge, because boredom 4. Stability – transferable skills, safe choice 5. Solving riddles – respect for solving wicked problems 6. Satisfying requirements – the core business 7. Getting paid - obvious 8
  9. 9. Showing up is a good first step: developer communities 9 Source: 451 DevOps Market Study, 1Q2014.
  10. 10. 10 Tactics: Mediums  Blogs  Podcasts  Support Forms  Code as marketing  Libraries and repositories  Documentation as a store front  Demos, screencasts, tutorials  Books  Presentations, webinars and talks
  11. 11. Tactics: Topic Ideas  101, getting started  Ongoing educational content  Wicked problems & war stories  Something you tried and discarded  Sausage making  Philosophizing about methodology, the industry or culture  Case Studies 11 Source: "Farming hard drives: how Backblaze weathered the Thailand drive crisis," Backblaze Blog, Oct 2012.
  12. 12. 12 Next steps: do a tiny bit of planning, then do something! (repeat) 1. Evaluate how developers could help grow your ecosystem, revenue 2. Profile who “your” developers are and what they value – try talking with them! 1. Experiment with simple marketing “tricks” – your communities & beyond 2. Start producing your own content, targeted and measured 3. Engage with product management & marketing for a broader, more holistic approach
  13. 13. More from the report The full report has deeper dives into topics like: Types of developers Conferences, code for HR More detail on community, mediums, topics Case studies: SAP, DevOpsDays, cloud provider using code as marketing, other cases
  14. 14. Thank you for your time. Questions? cote@451research.com @cote | +1-512-795-4307 | cote.io
  15. 15. 15 Panelists Geoff Tudor Director of Service Provider Clouds Fred Simon Co-Founder & Chief Architect

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