The document provides tips for marketing to developers. It notes that developers are problem solvers who appreciate direct, transparent communication without marketing fluff. Developers like free tools and resources that help them do their jobs better, such as code samples, tutorials, and benchmarks. The document recommends publishing content for developers on sites like Medium, StackOverflow, and GitHub where developers actively engage with each other and share knowledge. Key tactics include speaking to developers in their language, clearly addressing their problems, and giving them opportunities to build things and provide feedback.

1. MARKETING & TECH COMMUNITIES
MEETUP TEL-AVIV | DECEMBER 20TH 2018 | AMIT LAVI

2. 1/1/20192
MARKETING ENVY FOUNDERS
Over 30 <gulp> years combined
experience with tech start ups and
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Google, Facebook, Ubuntu, Fuji-Xerox,
HP Scitex, Cloudyn (Acquired by
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CA), Coronet, CyberInt, Portnox,
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(Acquired by Palo Alto Networks),
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Icons
• Enviable Clients Include:

4. MARKETING TO DEVELOPERS

5. Developers are people…

6. HOW THE HECK DO YOU MARKET
TO DEVELOPERS THEN?
● Talking to Devs requires marketers to be direct,
transparent and cut the BS
● The funnel/ flywheel model of course still applies…
But you’ll find Conversion is harder. But once you do,
they are your best evangelists.
● Developers are problem solvers
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7. HOW THE HECK DO YOU MARKET
TO DEVELOPERS THEN?
● Like most people, devs have their own personalities,
their own way to communicate. But once you know what
they need, like and live for – you’ll convert them in a
blink of an eye.
● There is no one “Developer Target Persona”
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8. ● First and foremost: your social media followers are NOT your
community.
● Social Media channels are just a way to maintain and engage
with your community – but it doesn’t build it.
● Developers tend to use Twitter the most to engage and share
content
SOCIAL MEDIA IS NOT COMMUNITY

9. ADVICE: FORGET. ABOUT. THE FLUFF.
GET STRAIGHT TO THE POINT!

10. INBOUND MARKETING & DEVS
● Quick to digest content – your eBook & whitepaper will
work only if highly relevant, informative and helpful
● Make sure to optimize your long tail content so they can be
accessible straight away on the search engine. Why?
Because developers look for solutions to solve problems –
they don’t have any time to lose and need answers now!

11. THEY LOVE FREE STUFF!

12. TELL – DON’T SELL
● Give them developer tools content to read, share & talk about.
Developers constantly engage with each other, at meetups, on
Slack channels, in Facebook groups, and myriad other platforms.
● Always request feedback. Developers are keen to provide
feedback and help you improve your content and your code, this
is the backbone of the open source community.
● Track the competition – you’ll find out what devs are
complaining about/are endorsing. Use it to your advantage to
react instantly to the trends.

13. SATISFACTION IS KEY
● Make your happy customers your heroes, your evangelists to be your
voice to impact your communities & engage with other developers.
Share their stories, give them the stage.
● Developers are skeptics by nature – they will trust their community
network more than anything else. Hence the importance of others being
your evangelists in said network.

14. DEVELOPERS LIKE TO BUILD THINGS
AND SHARE THEIR KNOWLEDGE WITH
OTHERS.

15. SHARE ON YOUR BLOG AND THEN ON:
● Medium is very popular with many developers: it requires zero-
config, comments and analytics setup, no need for account
creation or anything.
● Focused communities for all kinds of developers:
● StackOverflow is a great way to engage with developers seeking for
help and questions
● Hacker News, some subreddits and even language specific forums
like Echo JS. Even open source tooling to create your own
community like Telescope or Discourse.

16. WHERE TO PUBLISH/ SHARE CONTENT
Major communities where you’ll find developers:

17. • Code Samples
• Tutorials & Walkthroughs
• Benchmarks and comparisons
• Provide a Github repo or
some code samples this
makes your content much
more attractive
• Influencers engagement
TIPS FOR DEVS CONTENT

18. KEY STATISTICS
To understand your community
better

19. BEST WAY TO DESIGN/WRITE ADS
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20. BEST WAY TO DESIGN/WRITE ADS
No marketing buzzwords, the ads use code to communicate how its
product makes developers’ lives easier. They directly talk to the developer
using his/her code & language.
• Speak to Developers in Their
Language
• Straightforward
• Clear and Focused Calls-to-
Action

21. KEY TAKEAWAY
• Give developers the opportunity to use
their creativity to solve a problem and
you’ll engage them.
• Give developers an opportunity to try
your product or solution for free and
they’ll readily evaluate how likely it is
to solve their problem.
• Developers like to build things and
share their knowledge with others.
That’s why the open source community
is so rich and robust.