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Marketing to Developers
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John Britton
July 29, 2017
Technology
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Marketing to Developers
John Britton
July 29, 2017
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Transcript
DEVELOPERS MARKETING TO 1
MARKETING TO DEVELOPERS OUTLINE ▸ How I got here ▸
Before you start ▸ Process overview, team roles, and metrics ▸ Developer marketing framework ▸ Recommended reading
SENIOR DIRECTOR, DEVELOPER MARKETING JOHN BRITTON
DEVELOPER EVANGELIST JOHN BRITTON Form erly
BEFORE YOU START THREE THINGS YOU NEED
PRODUCT A TOTALLY SOLID #1
AUDIENCE A CLEARLY DEFINED #2
BUSINESS A MONEY-MAKING #3
OVERVIEW PROCESS, TEAM, AND METRICS
OVERVIEW PROCESS Be there for your developers Help developers help
themselves Show and tell the world Support Content Outreach Operations Programs ⚙ Don’t repeat yourself Win the same way over and over
OVERVIEW TEAM Outreach ⚙ Operations Programs Developer Advocate all programs,
specialized by region highly technical and teaching minded Community Operations all programs, specialized by skill expert front-line support Program Manager few programs, specialized by audience passionate subject area expert
NPS = %PROMOTERS — %DETRACTORS “HOW LIKELY ARE YOU TO
RECOMMEND [PRODUCT] TO A FRIEND OR COLLEAGUE?” OVERVIEW METRICS Net Promoter Score Program Members User Engagements Quality Quantity Activity
SCOOP DEVELOPER MARKETING FRAMEWORK CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT
CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT
CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT
CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT
CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT
CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT
CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT
SCOOP DEVELOPER MARKETING FRAMEWORK CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT
BE THERE FOR YOUR DEVELOPERS. SUPPORT
BE THERE FOR YOUR DEVELOPERS. SUPPORT SURPRISE AND DELIGHT
BE THERE FOR YOUR DEVELOPERS. SUPPORT SURPRISE AND DELIGHT MAKE
FEATURE LISTS
BE THERE FOR YOUR DEVELOPERS. SUPPORT SURPRISE AND DELIGHT SPEAK
LIKE A HUMAN MAKE FEATURE LISTS
BE THERE FOR YOUR DEVELOPERS. SUPPORT SURPRISE AND DELIGHT SPEAK
LIKE A HUMAN MAKE FEATURE LISTS
HELP DEVELOPERS HELP THEMSELVES. CONTENT
HELP DEVELOPERS HELP THEMSELVES. CONTENT PUT A URL ON IT
HELP DEVELOPERS HELP THEMSELVES. CONTENT PUT A URL ON IT
DEFINE STRUCTURE
HELP DEVELOPERS HELP THEMSELVES. CONTENT PUT A URL ON IT
DESIGN FOR REUSE DEFINE STRUCTURE
PUT A URL ON IT HELP DEVELOPERS HELP THEMSELVES. CONTENT
DESIGN FOR REUSE DEFINE STRUCTURE
SHOW AND TELL THE WORLD. OUTREACH
SHOW AND TELL THE WORLD. OUTREACH GO TO YOUR AUDIENCE
SHOW AND TELL THE WORLD. OUTREACH GO TO YOUR AUDIENCE
BE THE LIVING ROOM
SHOW AND TELL THE WORLD. OUTREACH GO TO YOUR AUDIENCE
DON’T FOLLOW THE CROWD BE THE LIVING ROOM
SHOW AND TELL THE WORLD. OUTREACH GO TO YOUR AUDIENCE
DON’T FOLLOW THE CROWD BE THE LIVING ROOM
DON’T REPEAT YOURSELF. ⚙ OPERATIONS
DON’T REPEAT YOURSELF. ⚙ OPERATIONS MAKE CHECKLISTS
DON’T REPEAT YOURSELF. ⚙ OPERATIONS MAKE CHECKLISTS AUTOMATE
DON’T REPEAT YOURSELF. ⚙ OPERATIONS MAKE CHECKLISTS REFACTOR AUTOMATE
DON’T REPEAT YOURSELF. ⚙ OPERATIONS MAKE CHECKLISTS REFACTOR AUTOMATE
WIN THE SAME WAY OVER AND OVER. PROGRAMS
WIN THE SAME WAY OVER AND OVER. PROGRAMS DIVERT DISTRACTIONS
WIN THE SAME WAY OVER AND OVER. PROGRAMS DIVERT DISTRACTIONS
PLAN FOR SCALE
WIN THE SAME WAY OVER AND OVER. PROGRAMS DIVERT DISTRACTIONS
KEEP IT SIMPLE PLAN FOR SCALE
#MyOctocat
WIN THE SAME WAY OVER AND OVER. PROGRAMS DIVERT DISTRACTIONS
KEEP IT SIMPLE PLAN FOR SCALE
SCOOP DEVELOPER MARKETING FRAMEWORK CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT
MARKETING TO DEVELOPERS RECOMMENDED READING Platform Revolution Traction Gabriel Weinberg
and Justin Mares Made to Stick Chip and Dan Heath Sangeet Paul Choudary, Geoffrey G. Parker, and Marshall W. Van Alstyne
✉
[email protected]
@JOHNDBRITTON JDB.IO JOHN BRITTON EMAIL UPDATES: JDB.IO/MARKETING-TO-DEVELOPERS WORK
WITH US: GITHUB.COM/ABOUT/CAREERS