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Cloud Marketing 101


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You pour blood, sweat and tears into your API, open source and weekend projects - let's make sure they get the attention they deserve! We'll go through real-world examples of tactics developers can do to attract attention to their work. Beyond growth hacking and that first post to Hacker News, we'll look at high-value marketing maneuvers that will drive usage, but won't make you feel like a dirty huckster.

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Cloud Marketing 101

  1. 1. (Cloud) Marketing 101 Claire Hunsaker, @chunsaker VP Marketing & Business Development, @goStormpath
  2. 2. This is for you if… • Open Source Project • Startup with New Product/Service • Marketing asked you to pitch in • Starting out on your Own!
  3. 3. agenda • Positioning: What They Teach at Stanford Is Wrong • Content: Beyond Hacker News • Tools: A Marketer’s IDE • Retargeting: Ten Bucks Well Spent • Resources FTW! Lastly, The Most Important Thing…
  4. 4. Positioning Learn more at
  5. 5. “For (target customer) who (statement of need or opportunity), the (product name) is a (product category) that (key benefit/compelling reason to buy). Unlike (primary alternative), our product (differentiation).” - Geoffrey Moore, Crossing the Chasm
  6. 6. “For developers who are stuck building user management… again Stormpath is a user management API that is easy to use, secure and scalable, and unlike rolling your own Stormpath isn’t a massive pain in the ass.” - Geoffrey Moore, Crossing the Chasm
  7. 7. “(Target customers) experience pain (type of pain), and we’re so much (adjective), they will happily pay us instead of (primary alternative).” Learn more at
  8. 8. “Developers experience pain building, scaling and maintaining user management, and we’re so much more easy, secure and scalable, they will happily pay us instead of rolling their own.” Learn more at
  9. 9. Content: Beyond Hacker News Learn more at
  10. 10. Content • Free • High Return on Time • Developers Are Great At It • Don’t need to pray to the HN gods Learn more at
  11. 11. Good Content Has A Really Long Tail Learn more at
  12. 12. Mostly from (Free!) organic Search Learn more at
  13. 13. Making a Splash has Broad impact /Proggit Hit 20% Overall Traffic Increase Learn more at
  14. 14. But it’s Hard to Engineer Learn more at
  15. 15. free, organic Growth is Not* * …if you write good content Learn more at
  16. 16. And The Long Tail Converts Better Learn more at
  17. 17. 5 Hours to Blogging Awesome 1. Read up on writing good headlines 2. Build a Keyword list • Technologies, Features, Functions • Refer back to positioning 3. Read up on SEO 4. Set up Twitter, YouTube, and [Insert Here] 5. Brainstorm Five Ideas and Start Writing one of them! Learn more at
  18. 18. Content ideas • New Technologies (however niche) • Something you tried and discarded • # Different Options • Don’t need to pray to the HN gods Learn more at
  19. 19. Writing Good Headlines
  20. 20. Twitter Domination • Work your followers • A/B test • Followback • Attribute! • Be Bland • Reuse Learn more at
  21. 21. Content you don’t control 1. Comments • Key websites • [Insert Relevant Social Network Here] 2. Hacker News 3. Integrations Learn more at
  22. 22. Retargeting: if You only Have $10 Learn more at
  23. 23. Remarketing FTW • Brand • Project
  24. 24. The Marketer’s iDE Learn more at
  25. 25. Tools to Make Friends With • Google Analytics, your BFF • AdWords • HootSuite / SocialBro • Optimizely • Bootstrap + Jekyll • A sharing plugin like AddThis • Wine/Beer/Tequila Learn more at
  26. 26. Resources Learn more at
  27. 27. Practitioners: Occam’s Razor - Hiten Shah - (SEO All the Things) Blogs: Mailchimp, Kissmetrics, Optimizely blogs Twitter: @stripe, @1Password GrowthHacking: Neil Patel - Andrew Chen - Learn more at
  28. 28. The Most important Thing Learn more at
  29. 29. Listen To Your users! And respond to them. Learn more at
  30. 30. Learn more at
  31. 31. Learn more at
  32. 32. Learn more at
  33. 33. Good Positioning + Consistent Execution + Known Tactics Learn more at
  34. 34. q & A Learn more at
  35. 35. Get in Touch • Get Support: • Live Chat on • Call Stormpath: (888) 391-5282 Claire Hunsaker (650) 539-8051 Learn more at