developer marketing, mikhail vink at productcamp berlin 2014
DESCRIPTION
Working on product marketing for JetBrains software products for 2 years, I would like to share some insight of positioning products for non-usual target audience (such as software developers in our case), which obviously brings a variety of changes to standard marketing, product management and sales processes. On real-life cases I will be talking about the way agile organisations has to align usual business processes to changing environment on the example of the IT industry (though I believe many approaches can be used in other industries as well). I'll be focusing on product marketing mostly, and surely will cover some issues of developer-oriented culture and developer-oriented product building and marketing activities.TRANSCRIPT
- 1. DEVELOPER MARKETINGMikhail VinkProduct Marketing [email protected]_vinkor communicating to sceptical audience
2. SO, WHAT'S JETBRAINS BUSINESS? 3. MORE THAN 1,000,000 DEVELOPERS 4. WHY DEVELOPERS ARE DIFFERENT?https://flic.kr/p/TaVYS (c) Amit Gupta 5. NO BS POLICYhttps://flic.kr/p/nQzqqi (c) Obert Madondostandard marketing messaging is harmful 6. ANOTHER WAY OF THINKINGhttps://flic.kr/p/xMdLW (c) Duncan Hull 7. HIGH ENTRY LEVELTO THE PROFESSION 8. THE NEW KINGMAKERSStephen OGrady 9. EVERY DEVELOPER KNOWSMARKETING BETTER THAN YOUso they would be resistant to your message 10. SO WELL HAVE TO PROVEOUR STANDPOINT 11. SALES PROCESS REVISED Word of mouth From developer to manager And no classic salespeople 12. NO OUTBOUND SALEShttps://flic.kr/p/gK7GrV (c) Matthias Ripphttp://www.youtube.com/watch?v=sbehkUN4eCU From 0 - 100 Million with No Salespeople Takes Awesome Collaboration Tools - Atlassian Summit 2012 13. MARKETING APPROACHhttps://flic.kr/p/9iJNNN (c) DW 2002 14. RESPECT 15. Show me attitudeGet my attentionProve me 16. BE CLOSE TO YOUR TARGET AUDIENCE= BE DEVELOPER (IN OUR CASE) 17. SUPPORT IS THE BEST MARKETING You talk to developers! Open Issue Tracker Email Support / ZenDesk Forums (Community Support) Social Media(c) JetBrainsFeedback on forums by George CookI was just reporting a bug for 2.1, and in the bugtracker noticed that there was the option for version2.1.1. I diligently downloaded it and lo-and-behold thebug was fixed before I even reported it!! 18. MAKE TRANSPARENTFEEDBACK CHANNELS 19. COMMUNICATIONS Blog posts Tutorials Documentation Screencasts Webinars E-mail marketing 20. DELIVER ONLY DRY CONTENT 21. DONT BE ANNOYING 22. DONT BE ANNOYING Max 2 social media messages per day Max 1 blog post per day Max 1 email per week and keep your remarking on the leash!(c) JetBrains 23. EMAIL MARKETING CASE Open Rate - 2 times more than industry average CTR - 4 times more than industry averageInternal research of JetBrainshttps://flic.kr/p/7WMu58 image (c) Rupert Ganzer 24. DEVELOPERS CONSUME ALLKINDS OF MATERIALS 25. CONTENT MATTERS MORETHAN DESIGN 26. WHO SHOULD DO DEVELOPERMARKETING? 27. TEAMSManagement TeamProduct TeamTeam Lead / Project ManagerProduct Marketing ManagerDevelopersQuality AssuranceSupportAdministration (IT, HR, etc)SalesMarketingDeveloper AdvocatesMarketing ResearchWeb Team, Design... and morePPPrPrororododduduucucctct tT Te Teeaeaamammm PPrroodduucctt T Teeaamm(c) JetBrains 28. WHO SHOULD DO DEVELOPERMARKETING Product Marketing Manager(c) JetBrains 29. WHATS SPECIAL ABOUT PMMS? Technical people Work close with development team Hub to other teams Release management Business goals in mind Be with community -understand product and market(c) JetBrains 30. COMMUNITY - WORD OF MOUTH User Groups Classroom Open Source Conferences and Events Team of Developer Advocates(c) JetBrains 31. GIVE BACK AND GIVE AWAY 32. COMMUNITIES ISSUES Language/technology specifics Many autonomous entities They can hate each other and you are not a part of community 33. SOCIAL NETWORKShttps://flic.kr/p/d9K1Bc (c) Chris Potter 34. WHO TO FOCUS AT? Community leaders Trend setters News makers 35. A FEW WORDS ON CONFERENCES Tech people should staff the booth Be extra-careful Leads term is not for all developers(c) JetBrains 36. WHO SHOULD DO DEVELOPERMARKETING Product Marketing Manager Developer Advocates(c) JetBrains 37. DEVELOPER ADVOCATESRussia UK Spain Sweden Belgium USA Brazil(c) JetBrains 38. WHO SHOULD DO DEVELOPERMARKETING Product Marketing Manager Developer Advocates Your Customers(c) JetBrains 39. CREATE COMMUNITYturn your customers into advocates 40. WORKING IN DEVELOPERS WORLDFOR NON-DEVELOPERS 41. EVERY DEVELOPER KNOWSMARKETING BETTER THAN YOUso they would be resistant to your message 42. SO WELL HAVE TO PROVEOUR STANDPOINT 43. HOW TO ROCK DEVELOPER MARKET? Be respectful Speak the same language Keep your content dry Remember about word of mouth Create community around the product 44. GOOD READ Developer Evangelism, Chris Heilmannhttp://developer-evangelism.com/ The New Kingmakers, Stephen OGradyhttp://www.amazon.de/New-Kingmakers-Stephen-OGrady-ebook/dp/B0097E4MEU/ Developer Marketing: Dos and Donts, Michael Cothttp://www.slideshare.net/cote/developer-marketing-dos-and-donts 45. DEVELOPER MARKETINGMikhail VinkProduct Marketing [email protected]_vinkor communicating to sceptical audience