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Developer Marketing, Mikhail Vink at ProductCamp Berlin 2014

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Developer Marketing, Mikhail Vink at ProductCamp Berlin 2014

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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.

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.

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Developer Marketing, Mikhail Vink at ProductCamp Berlin 2014

  1. 1. DEVELOPER MARKETING Mikhail Vink Product Marketing Manager JetBrains Mikhail.Vink@jetbrains.com mikhail_vink or communicating to sceptical audience
  2. 2. SO, WHAT'S JETBRAINS BUSINESS?
  3. 3. MORE THAN 1,000,000 DEVELOPERS
  4. 4. WHY DEVELOPERS ARE DIFFERENT? https://flic.kr/p/TaVYS (c) Amit Gupta
  5. 5. NO BS POLICY https://flic.kr/p/nQzqqi (c) Obert Madondo “standard” marketing messaging is harmful
  6. 6. ANOTHER WAY OF THINKING https://flic.kr/p/xMdLW (c) Duncan Hull
  7. 7. HIGH ENTRY LEVEL TO THE PROFESSION
  8. 8. THE NEW KINGMAKERS Stephen O’Grady
  9. 9. EVERY DEVELOPER “KNOWS” MARKETING BETTER THAN YOU so they would be resistant to your message
  10. 10. SO WE’LL HAVE TO PROVE OUR STANDPOINT
  11. 11. SALES PROCESS REVISED • Word of mouth • From developer to manager • And no “classic” salespeople
  12. 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
  13. 13. MARKETING APPROACH https://flic.kr/p/9iJNNN (c) DW 2002
  14. 14. RESPECT
  15. 15. Show me attitude Get my attention Prove me
  16. 16. BE CLOSE TO YOUR TARGET AUDIENCE = BE DEVELOPER (IN OUR CASE)
  17. 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!!
  18. 18. MAKE TRANSPARENT FEEDBACK CHANNELS
  19. 19. COMMUNICATIONS • Blog posts • Tutorials • Documentation • Screencasts • Webinars • E-mail marketing
  20. 20. DELIVER ONLY DRY CONTENT
  21. 21. DON’T BE ANNOYING
  22. 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. 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
  24. 24. DEVELOPERS CONSUME ALL KINDS OF MATERIALS
  25. 25. CONTENT MATTERS MORE THAN DESIGN
  26. 26. WHO SHOULD DO DEVELOPER MARKETING?
  27. 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. 28. WHO SHOULD DO DEVELOPER MARKETING • Product Marketing Manager (c) JetBrains
  29. 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. 30. COMMUNITY - WORD OF MOUTH • User Groups • Classroom • Open Source • Conferences and Events • Team of Developer Advocates (c) JetBrains
  31. 31. GIVE BACK AND GIVE AWAY
  32. 32. COMMUNITIES ISSUES • Language/technology specifics • Many autonomous entities • They can hate each other • … and you are not a part of community
  33. 33. SOCIAL NETWORKS https://flic.kr/p/d9K1Bc (c) Chris Potter
  34. 34. WHO TO FOCUS AT? • Community leaders • Trend setters • News makers
  35. 35. A FEW WORDS ON CONFERENCES • Tech people should staff the booth • Be extra-careful • “Leads” term is not for all developers (c) JetBrains
  36. 36. WHO SHOULD DO DEVELOPER MARKETING • Product Marketing Manager • Developer Advocates (c) JetBrains
  37. 37. DEVELOPER ADVOCATES Russia UK Spain Sweden Belgium USA Brazil (c) JetBrains
  38. 38. WHO SHOULD DO DEVELOPER MARKETING • Product Marketing Manager • Developer Advocates • Your Customers (c) JetBrains
  39. 39. CREATE COMMUNITY turn your customers into advocates
  40. 40. WORKING IN DEVELOPER’S WORLD FOR NON-DEVELOPERS
  41. 41. EVERY DEVELOPER “KNOWS” MARKETING BETTER THAN YOU so they would be resistant to your message
  42. 42. SO WE’LL HAVE TO PROVE OUR STANDPOINT
  43. 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. 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. 45. DEVELOPER MARKETING Mikhail Vink Product Marketing Manager JetBrains Mikhail.Vink@jetbrains.com mikhail_vink or communicating to sceptical audience

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