Marketing to developers is an art. You have to leave behind the mindset of a traditional marketer and think like a developer. This session will cover the following vital aspects of developer marketing Marketing vs Advocacy - How to make subtle differences in messaging The best channels to reach out to your developers The three 3 C's of Dev Marketing - Content, Community and Champions

1. Leave The Fluff Behind - How to
Make Developers Love Your
Marketing
Kushlani De Silva
Technology Marketer
kushlani_ds

2. Tech Marketer for 11 years,
currently a marketing
consultant
Sri Lanka
Crime novel and fitness
enthusiast

3. Points for today!
Understanding the developer
Building a successful developer marketing campaign
Winning at developer marketing

4. Who is the developer?

5. ● Fixes complex problems
● Spends a lot of time
online
● Works on multiple
projects at a time
● Just like all of us!

6. What do developers want from
marketing?

7. “All the above and user experience, because user experience is very important
when it comes to digital product.”
“Actually, all three points are quite crucial but then at the end of the day it always
comes down to can I use this product to solve a problem.”
“You never want to talk about your features in a vacuum. You
always want to connect them back to benefits since that’s what
people actually care about. Apple didn’t just market the features of
the iPod. They advertised it as “1000 songs in your pocket.”
“First it should solve my problem, next great user experience and nice UIs. A great
product should give a aesthetic pleasure :)”
“Also may consider including this option too “How does this product make my life
easier” or “increase development velocity/ productivity”
“Mostly, customer success stories. But more recently we have been looking at the
surrounding community of a product.
DX gets the higher ground these days”

8. What they know
Product capabilities
Your brand values
Easy to implement
Availability of support
What they appreciate
How it helps make their lives easier
How have other developers benefited
How is the user experience
How and where to get support

9. Developer Marketing =
Developer Relations +
Developer Engagement +
Developer Empowerment

10. How to succeed at developer
marketing

11. Content - Educate
Community - Empower
Champions - Endorse

12. A Marketing
Framework
Goals, Message, Channels, Rewards.

13. An Open
Feedback
Channel
Build a focus group of your target
audience. Listen to them.

14. Tools and
Services
Know what developers want
Give them what they want, where
they want it

15. Live the world of the developer

16. Intelligence through listening

19. Social Engagment

22. Content Syndication

26. Summary

27. Think outside the box
Always get feedback
Be consistent
Develop a vision for advocacy

28. Stay connected!
Email: kushlanids@gmail.com
Twitter: kushlani_ds
LinkedIn: Kushlani De Silva

29. Thank you and stay safe!