At Moesif, we primarily market to developers and other technical audiences like product managers and developer relations teams looking to make their own developer platform successful. Getting developers to adopt your API or tool is hard and requires heavy investment in experimentation and measurement in order to achieve the results you’re looking for. At the same time, much of the online advice you hear for B2C or B2B marketing simply won’t work when marketing to developers. This article outlines much of the findings we’ve seen as we grew Moesif from 0 to now over 5,000 companies including Deloitte, UPS, and Radar.
What makes developer marketing hard
Before jumping into things you should be trying, let’s review what’s so special and hard about marketing to developers. Most developer-focused companies are founded and led by developers themselves, so you would think figuring out things like product marketing should be easy right? After all, you’re just marketing to yourselves. Just like any audience, there is no single developer persona.
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