Marketing an API can often be as challenging, or more so, than building it. This presentation provides a deep dive into how to reach the right Audience for your API and engage developers.

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WHAT IS BUSINESS TO DEVELOPER MARKETING OR B2D
API Strat Conference
September 26, 2014
Chicago
Caroline Lewko, WIP caroline at wip dot org

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Targeting “All Developers”
is not an effective Strategy

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http://onebigphoto.com/a-long-tail-of-stingray/
We’re targeting the
“Long Tail”
That’s not an effective strategy either as still too broad.

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Where to Start? How many developers are out there anyway??

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# of Developers
•
IDC: 18.5 million Software Developers
•
EDC: 18.2 million Developers
•
Plumbre: 43 million Software developers
https://plumbr.eu/blog/how-many-java-developers-in-the-world
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Stackoverflow: 26.9 million monthly Visitors
•
WIP: Over 50% of developers visit SO every week → Developers=>50 million

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Who is NOT?

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Individuals/Companies
Coders/Suits
Students/Pros
Big companies/small companies
Independents/Brands
Developers/designers/backend experts/DB and analysis
Android/IOS
Truths:
•
There are lots of different types of developers out there. Who is most important to you?
•
Different groups have different needs and desires, and need different messages.

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You don’t have unlimited resources.
Filter & Group based on relevant characteristics.
Each needs different marketing messages and activities.
That’s Segmentation.
Developers aren’t all the same.

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Let’s Make a Shoe

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Did you dream any of these exact ones?

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You are the rubber, wood and the glue. How do you:
1.
Incite imagination to create?
2.
Provide directions and context to build a viable product?
3.
Have an end goal where everyone wins? It’s Co-Creation
http://www.madehow.com/Volume-4/Wooden-Clog.html

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They aren’t all creative & they can’t read minds.
So help them paint the picture.
The Myth of Developers
http://upload.wikimedia.org/wikipedia/commons/e/ef/Modern-Trade-Painter.jpg

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http://vimeo.com/ddx/
We’re dealing with genuine, passionate people (with high Bullshit detectors)
Truths:
•
Keep things real. Don’t make big promises you can’t back up.
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Want to win over a developer? Ignite their passion and creativity.
•
Want to lose a developer? Feed them some BS so they can call you out.

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Its about learning
Devs like to learn, are curious,
and learn by doing.
By all means, give them the opportunity to do that.

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Make it simple & get your sh*t together . Let them concentrate on creativity.
Truths:
•
Time is a developer’s currency.
•
It should be spent on productive and rewarding activities, not tedious tasks.
•
Be easy to work with, not hard to maneuver around.

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http://startupquote.com/
Peer to Peer
Truths:
•
Your best developer marketing tool is developers.
•
Your word doesn’t mean anything compared to the word of a friend or colleague.
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Support your developers who spread the word and help their peers on SO and elsewhere.

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Find, embrace and learn from early adopters. Reward champions.
Truths:
•
Developers want to be the first to know, but not necessarily the first to try.
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Incent early adopters to take the plunge.
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Recognize community members who lead the way for others – and they’ll keep doing it.

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Its about Community – Join it
Truths:
•
You can’t build a community without being a part of it.
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Get to know your developers – and let them get to know you.
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Don’t keep your program as part of a faceless company, make things personal.

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Ecosystem is key, your sustainability is only as strong as your ecosystem and community.
Truths:
•
Your strength comes from your support.
•
That support is built and earned.
•
Support doesn’t come from a large audience, it comes from a strong community.

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You can’t own developers
Truths:
•
They can be part of your mailing list (but don’t have to be)
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They can sign up to your website (but don’t have to)
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They can use your tools (but don’t have to)
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They can come to your events (or not)
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They can read your tweets (and not comment on them) You can’t own your community, or its members, or decide where it begins and ends. It’s made up of who know you, that share your values and interests and are in your sphere of influence.

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Its about people. They are special and you have to have someone special too (they are called evangelists).
Truths:
•
You need the right team in place, few people have a more important role than your evangelists.
•
Your evangelist is your link to your community – don’t forget this.

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Marketing is Everyone’s responsibility

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INNOVATION
Starts with Developers Let us Build your Developer Ecosystem Strategy, Onboarding, Outreach, Events Caroline Lewko, CEO Caroline at WIP dot Org
www.wipfactory.com Vancouver, Canada – Austin, USA – Barcelona, Spain