The document outlines strategies for marketing to developers, focusing on different stages of the developer acquisition funnel: top of funnel (awareness), middle of funnel (interaction), and bottom of funnel (sales cycle). It emphasizes understanding developer personas, utilizing various online and offline channels for engagement, and leveraging marketing technology for optimization. Case studies from companies like New Relic and Stripe illustrate practical applications of these strategies.

1. Developer
Marke,ng:
Tac,cs
&
Technology
Murtza
Manzur
Developer
Evangelist
at
Marketo
Slides
available
at
murtza.org/heavybit

2. Agenda
• Developer
Personas
• Developer
Acquisi,on
Funnel
– TOFU:
Specific
channels
to
reach
developers
– MOFU:
Interac,on
with
website
&
product
– BOFU:
Sales
cycle
• Marke,ng
Technology
Slides
available
at
murtza.org/heavybit

3. Developer
Persona
• What
is
unique
about
marke,ng
to
developers?
– Relevant
messaging,
plus
bulletproof
product
and
documenta,on
• Who
is
the
developer
you
are
targe,ng
– Developer
at
a
startup
is
a
different
persona
than
the
VP
of
Engineering
at
an
enterprise
company
Slides
available
at
murtza.org/heavybit

4. Developer
Persona
Case
Study:
New
Relic
Slides
available
at
murtza.org/heavybit

5. Top
of
Funnel
• Top
of
Funnel
=
Building
awareness
among
developers
• Test
different
online
and
offline
channels
to
engage
with
your
target
developer
persona
• Measure
channel
acquisi,on
cost
based
on
paying
users
Slides
available
at
murtza.org/heavybit

6. Top
of
Funnel:
Online
Channels
Ac#vity
Details
Online
Ads
Show
ads
on
developer
sites
Company
Blog
Write
posts
about
interes,ng
things
people
built
on
your
API
Social
Media
Engage
on
Hacker
News,
Reddit,
TwiWer,
StackOverflow
Open
Source
Projects
Develop
or
sponsor
open
source
projects
Sponsor
Blogs
Sponsor
blogs
in
your
ver,cal
Guest
Posts
Write
posts
on
third-­‐party
sites
Video
Content
Create
educa,onal
videos
and
share
on
sites
like
YouTube
Host
Online
Challenges
Host
a
challenge
on
a
pla]orm
like
ChallengePost
White
Papers
Create
in-­‐depth
content
on
specific
topics
Infographics
Create
shareable
infographics
List
in
Directories
List
in
directories
like
Mashape,
ProgrammableWeb
Slides
available
at
murtza.org/heavybit

7. Top
of
Funnel:
Offline
Channels
Ac#vity
Details
Speak
at
Events
Conferences
like
OSCON,
Dreamforce
Host
Meetups
Runscope
hosts
San
Francisco
API
meetup
Sponsor
Hackathons
Twilio
sponsors
many
hackathons
Booth
at
Tradeshow
Conferences
like
OSCON,
Dreamforce
Partner
Company
Events
Events
like
Twilio's
roadshow
Roadshows
Twilio
hosted
roadshow
for
developers
Slides
available
at
murtza.org/heavybit

8. TOFU
Case
Study:
Stripe
Slides
available
at
murtza.org/heavybit
Developer
notes
poor
experience
Stripe
cofounder
engages
developer

9. Middle
of
Funnel
Click
Ad
/
Organic
Search
Read
Landing
Page
Capture
Email
/
Sign
Up
For
Service
Use
Service
Use
Service
ADer
First
Time
Slides
available
at
murtza.org/heavybit
• Middle
of
Funnel
=
Developer's
interac,on
with
a
company
before
paying

10. MOFU
Case
Study:
Loader.io
• Personal
story:
I
used
Loader.io,
but
then
stopped
using
it
• Received
email
a
few
days
a`er
not
using
it
– "Taking
a
break
from
load
tes,ng?
Did
you
know
you
can
automate
your
load
tests
with..."
– Link
with
a
call
to
ac,on
Slides
available
at
murtza.org/heavybit

11. BoWom
of
Funnel
• BoWom
of
Funnel
=
Sales
cycle
• Determine
when
to
engage
in
sales
cycle
– Engage
in
high
touch
sales
with
best
prospects
• Determine
best
prospects
with
a
scoring
model
– Add
or
subtract
points
based
on
ac,ons
taken
or
interest
shown
Slides
available
at
murtza.org/heavybit

12. BOFU
Case
Study:
Marketo
Slides
available
at
murtza.org/heavybit

13. Marke,ng
Technology
Research,
Buy
and
Op,mize
Ads
(AdStage,
Captora,
Moat)
Op,mize
Landing
Pages
(Op,mizely,
Unbounce)
Capture
Email
and
Send
Content
(Marketo,
MailChimp,
HubSpot)
Engage
in
Low
Touch
Sales
(Marketo,
Customer.io,
Intercom)
Engage
in
High
Touch
Sales
(Salesforce,
Marketo)
Retain
and
Upsell
Customers
(Gainsight,
Heap
Analy,cs)
Slides
available
at
murtza.org/heavybit

14. Takeaways
• Think
about
developer
persona
• Model
and
measure
developer
lifecycle
– TOFU,
MOFU,
BOFU
• Leverage
technology
to
scale
smarter
Slides
available
at
murtza.org/heavybit

15. Resources
to
Learn
More
• Marketo
Defini,ve
Guides
– hWp://www.marketo.com/defini,ve-­‐guides/
• Developer
Marke,ng
Blog
– hWp://murtza.org/
• Marke,ng
Technology
Blog
– hWp://chiefmartec.com/
Slides
available
at
murtza.org/heavybit