The document outlines strategies for developer marketing targeted at technical buyers, emphasizing the importance of community engagement and ease of API integration. It discusses leveraging open source platforms, community feedback, and establishing online presence to facilitate developer adoption. Key recommendations include promoting a well-designed API, providing comprehensive documentation, and engaging with developers through Q&A forums.

1. Developer Marketing
for technical buyers
Feb. 13, 2014
Version 1.0
© Node1

2. Content
• Community marketing
• Developer Q/A
• Code Management
• Open Source versus Closed Source
• Security
• Developer Adoption
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3. Developer
Marketing?

4. Developers uses
your software…
…managers
don’t

5. Community Marketing
You know by placing the code in open repositories and seeding the communities
with starter and advanced questions, with answers, an initial connect with the
developer community can be made?
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Sure! By investing in these activities in a structural manner developer selfservice in seeking out information and answers to their questions can be
fulfilled.
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Also, be daily moderation real feedback from developers can be captured and
used for improvement of the open source SDK’s, code snippets and support
documentation..
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And recognizing key-influences and blogs will also be a part of the community
marketing effort!
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6. the 3:30:3 rule*
Is your API easy to set up and use by developers?
make sure that any developer doesn’t take more than:
3 seconds
to understand what your API does
30 seconds
to find the correct endpoint
3 minutes
to start consuming it
* Quote by Ori Pekelman

7. Developer Centric Marketing
Spread the Word
Community Moderation
Easy Integration

8. Establish a Community
Establishing a
presence in the open
source community…
…and go where the
developers hang out

9. Understand developer motivation
ease of use
coverage
attractive fees
popularity
performance
cutting edge
support
options
community

10. Developer Q/A
Stackoverflow serves as a platform for users
to ask and answer questions.
Features questions and answers on a wide
range of topics in computer programming.
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11. Code management
Is the most popular code repository site for
open source projects.
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12. Open Source
Open source refers to a computer
program in which the source code is
available to the general public for use
and/or modification from its original
design.
Open source code is typically created
as a collaborative effort in which
programmers improve upon the code
and share the changes within the
community.
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13. Open versus Closed Source
Open Source
Closed Source
Free to use, BSD* 2-Clause
License
Only customers and merchants of the
company
By all contributors and reviewers in the
community
Security
Only the authorized developers
By all contributors and reviewers in de
community
Quality
By company developers and / or
partners
Moderation in GitHub and developers
communities where experiences and
learning are shared
Easy to use
Through customer service and
implementation managers
Public references and open
repositories like GitHub
Easy to find
Need a login to screened off area
GitHub
Versioning
* Berkeley Software Distribution
GitHub, SVN, Git
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14. • Authorized developers only
– API keys
– oAuth2
• API Policies (rate limits, contracts)
• Traffic monitoring

15. Developer Adoption
•
Promote a well designed ‘awesome’ API
•
Demo easy integration examples for different programming languages
•
Provide clear and easy to understand online documentation
•
Community QA; share knowledge, actively engage developer audience
•
Alive content; regularly refresh content: look alive
•
Provide (mobile) SDKs for popular languages
•
Create libraries for (micro) communities
•
Provide code samples for different use cases
•
Track developer activity: know your audience
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Amsterdam
Netherlands
info@node1.com