This document discusses developer marketing strategies for technical buyers. It recommends establishing a presence in open source communities by seeding forums with questions and answers. Engaging with key influencers on blogs and moderating feedback can help improve documentation and code. The document also stresses the importance of making APIs easy to set up, understand and consume within a few minutes. It provides tips for establishing communities, understanding developer motivations, and promoting adoption through code samples, SDKs and engaging content.

1. Developer Marketing
for technical buyers
Servan Huegen
Co-founder, Operations, Agile Coach @ Node1
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2. Subjects
Community Marketing
Developer Q/A
Code Management
Open Source vs Closed Source
Security
Developer Adoption
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3. WHY
Developer Marketing?
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4. … ManagersDevelopers
your software…
USE DON’T
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5. Do you know how an initial connection can be made
with the developer community in an easy way?
Developer Community Marketing
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You can furthermore build strong advocates for
your product by recognising key influencers and
engaging actively on (developer) blogs.
In addition, by moderating daily, real feedback
from developers can be captured and used for
improvement of the open source SDK’s, code
snippets and support documentation.
Sure! By placing the code in open repositories
and seeding the communities with starter and
advanced questions and by actively answering
question from the community.

6. Is your PI easy to set up
and use by developers?
API
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7. The 3:30:3 rule*
Make sure that it does not take a developer more than:
3seconds
…to understand
what your API does
30seconds
…to find the
correct endpoint
3minutes
…to start
consuming it
* quote by Ori Pekelman
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8. Developer Centric Marketing
Easy Integration
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Community Moderation Spread the Word
+ =

9. Establish Community
Establish a presence in the open source…
… and go where
developers are.
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10. Understand Developer Motivation
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Coverage Ease of use Attractive fees
Popularity
Cutting Edge
OptionsSupport Community
Performance
Developer

11. Developer Q/A
Stackoverflow serves as a
platform for users to ask and
answer questions.
Features questions and answers
on a wide range of topics
in computer programming.
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12. Code Management
Github is the most popular
code repository site for open
source projects.
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13. Open Source
Open source refers to a computer
program in which the source code
is available to the general public
for use and or modification from
its original design.
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14. Open Source
Open source code is typically
created as a collaborative effort in
which programmers improve
upon the code and share the
changes within the community.
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Volunteer
Volunteer
Volunteer
Volunteer
Volunteer

15. Open Source Closed Source
Free to use, BSD* 2-Clause License
Only customers and merchants
of the company
By all contributors and reviewers
in the community
Security Only the authorised developers
By all contributors and reviewers
in de community
Contribution
By the company developers
and /or partners
Open Source vs Closed Source
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* Berkley Software Distribution

16. Open Source Closed Source
Moderation in GitHub
and developers communities
where experiences
and learning are shared
Easy to use
Through customer service and
implementation managers
Public references and open
repositories like GitHub
Easy to find
Need a login to screened off
area
GitHub Versioning GitHub, SVN, Git
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17. Authorized Developers Only
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API keys oAuth2
API Policies (rate limits,
contracts)
Traffic monitoring

18. Developer Adoption
• Promote a well designed ‘awesome’ API
• Demo easy integration examples for different
programming languages
• Provide clear and easy to understand online
documentation
• Community QA: share knowledge, actively
engage developer audience
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WANT
NEED

19. Developer Adoption
• Living content: regularly refresh content
• Provide (mobile) SDKs for popular languages
• Create libraries for (micro) communities
• Provide code samples for different use cases
• Track developer activity: know your audience
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NEED
WANT
NEED

20. Node1 API Portal
Simple and easy to use APIs that let you
focus on building great products.
Build for Developers
Get Started Explore

21. Thank you!
Don’t hesitate to contact me if you have any questions.
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Servan Huegen
Co-founder, Operations, Agile Coach @ Node1
servan.huegen@node1.com
+31 615 028 768

22. Sarphatistraat 370
Amsterdam
The Netherlands
T +31 20 520 6934
www.node1.com
info@node1.com
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