Download as PDF, PPTX
Uploaded byHeavybit
Heroku's Craig Kerstiens: Developer Marketing Channels
The document provides strategies for effective marketing through third-party channels, emphasizing the importance of direct communication with customers and the value of altruism in evangelism. It suggests timing for product launches, content production ahead of launches, and utilizing beginner and advanced content guides. Additionally, it highlights the role of curated news to engage audiences and maintain visibility in the market.
More Related Content
Similar to Heroku's Craig Kerstiens: Developer Marketing Channels
Heroku's Craig Kerstiens: Developer Marketing Channels
- 1. marketing - via thirdparty channels @craigkerstiens
- 3.
- 4. Sourcing content • Productbenefits • Support tickets • Email • Engineers
- 5. A few specifics •Talk to your customers • Use “You” not “Developers” • Be classier • Be altruistic
- 6.
- 7. Evangelism • Help people •Email, IM, Cell • It’s harder to ask for help than it is to give an answer
- 8. If people likeyou, they’ll find it harder to leave your product
- 9.
- 10.
- 11. - Every marketingdepartment ever “Every launch is huge” “Tuesday, Wednesday, Thursday are all good days for launches”
- 12. Expanding launching • Istill hate Monday • Friday is great for small products • Weekends!
- 13. You can producecontent ahead of launching
- 14.
- 15.
- 16. Beginner content • Liveon a third party property • Exceptions: • You’re a learning website (codecadamy) • Let your name be present • Retargeting
- 17. Beginner content • postgresguide.com •python-guide.org • anyguide.com
- 19. Postgresguide Over two years •150k unique users • 400k impressions Investment • 16 hours initial effort • Occasionally checking PRs
- 21. Other examples • Google- Polymer/Angular/Go • 12factor.net
- 22. Beginner content Pixel people Targetfor product Webinar
- 23.
- 24. Create an outlet •engineering.mycompany.com • Let engineers run with it
- 25.
- 26. Examples • Postgres weekly •Ruby weekly • Dart weekly • PyCoders • Python weekly • API weekly • It’s a long list
- 28. Curated news • Givethe curators a heads up • Don’t overwhelm on every blog post • Timing • Own the channel
- 29. The process • Alreadyfollowing those channels • 15 minutes each week • Write some words
- 30. Recap • Content • No,really, content • Beginner content, doesn’t have to be your brand • More powerful if you own the expert content channel
- 31.