Working on product marketing for JetBrains software products for 2 years, I would like to share some insight of positioning products for non-usual target audience (such as software developers in our case), which obviously brings a variety of changes to standard marketing, product management and sales processes.
On real-life cases I will be talking about the way agile organisations has to align usual business processes to changing environment on the example of the IT industry (though I believe many approaches can be used in other industries as well). I'll be focusing on product marketing mostly, and surely will cover some issues of developer-oriented culture and developer-oriented product building and marketing activities.
11. SALES PROCESS REVISED
• Word of mouth
• From developer to manager
• And no “classic” salespeople
12. NO OUTBOUND SALES
https://flic.kr/p/gK7GrV (c) Matthias Ripp
http://www.youtube.com/watch?v=sbehkUN4eCU From 0 - 100 Million with No Salespeople Takes Awesome Collaboration Tools - Atlassian Summit 2012
16. BE CLOSE TO YOUR TARGET AUDIENCE
= BE DEVELOPER (IN OUR CASE)
17. SUPPORT IS THE BEST MARKETING
• You talk to developers!
• Open Issue Tracker
• Email Support / ZenDesk
• Forums (Community Support)
• Social Media
(c) JetBrains
Feedback on forums by George Cook
I was just reporting a bug for 2.1, and in the bug
tracker noticed that there was the option for version
2.1.1. I diligently downloaded it and lo-and-behold the
bug was fixed before I even reported it!!
22. DON’T BE ANNOYING
• Max 2 social media messages per day
• Max 1 blog post per day
• Max 1 email per week
• … and keep your remarking on the leash!
(c) JetBrains
23. EMAIL MARKETING CASE
• Open Rate - 2 times more than industry average
• CTR - 4 times more than industry average
Internal research of JetBrains
https://flic.kr/p/7WMu58 image (c) Rupert Ganzer
27. TEAMS
Management Team
Product Team
Team Lead / Project Manager
Product Marketing Manager
Developers
Quality Assurance
Support
Administration (IT, HR, etc)
Sales
Marketing
Developer Advocates
Marketing Research
Web Team, Design
... and more
PPPrPrororododduduucucctct tT Te Teeaeaamammm PPrroodduucctt T Teeaamm
(c) JetBrains
28. WHO SHOULD DO DEVELOPER
MARKETING
• Product Marketing Manager
(c) JetBrains
29. WHAT’S SPECIAL ABOUT PMMS?
• Technical people
• Work close with development team
• “Hub” to other teams
• Release management
• Business goals in mind
• Be with community -
understand product and market
(c) JetBrains
30. COMMUNITY - WORD OF MOUTH
• User Groups
• Classroom
• Open Source
• Conferences and Events
• Team of Developer Advocates
(c) JetBrains
43. HOW TO ROCK DEVELOPER MARKET?
• Be respectful
• Speak the same language
• Keep your content dry
• Remember about word of mouth
• Create community around the product
44. GOOD READ
• Developer Evangelism, Chris Heilmann
http://developer-evangelism.com/
• The New Kingmakers, Stephen O’Grady
http://www.amazon.de/New-Kingmakers-Stephen-OGrady-ebook/dp/B0097E4MEU/
• Developer Marketing: Do’s and Dont’s, Michael Coté
http://www.slideshare.net/cote/developer-marketing-dos-and-donts
45. DEVELOPER MARKETING
Mikhail Vink
Product Marketing Manager
JetBrains
Mikhail.Vink@jetbrains.com
mikhail_vink
or communicating to sceptical audience