Marketing to marketers is easy. Marketing to end users is easy. Marketing to developers is hard. Really hard. Developers are the worst customers, and the best evangelists. If they love your product, they'll tell all of their developer friends. If they don't like your product, they'll bombard you with emails and support requests for things they think should exist. Developers are difficult, marketing to them shouldn't be.

1. Marketing to Developers
Kevin Chau

2. Developers are the worst customers, but the best evangelists.

3. They ask a lot of questions

4. And linger in the funnel

5. They create lots of pre-sale support questions

6. But they make great evangelists

7. So, how do you create customers out of devs?

8. Product
It all starts here

9. Developer Thought Process

10. Developer Thought Process
1. Does it solve my problem?

11. Developer Thought Process
1. Does it solve my problem?
2. Should I build it myself?

12. Developer Thought Process
1. Does it solve my problem?
2. Should I build it myself?
3. Does it fit into my existing workflow/architecture?

13. Features Upfront

16. ?????????

17. No BS Pricing

18. Don’t do this.

19. Simple. Effective.

20. Developer Friendly API

23. • Multiple SDKs
• Tutorials
• Plentiful Docs
• Examples

24. Developer Friendly API
Ahem, Google.

25. Community
Build it

26. Hackathons
‘Technology’ Focused

28. • Get qualified customers using your product
• Low to no budget required to run
• Global audience and exposure
• Make industry friends and potential partnerships

29. Meetups
DevRel and CMgr Gold Mine

30. Tech Community Meetups
Send your DevRel here

32. Interest Group Meetups
Curated by your Community Manager

34. • Social outing
• Builds strength in community
• Builds the brand outside of
the product
• Real people using the
product
• Forms stronger core users
• Create thought leaders for
your product
Tech Community Interest Group

35. Conferences
Not of the “I think we should have booth babes, but I’m an idiot.” variety

36. Simple as that.
Pitch for your developers and send them to
share their findings in doing what they do best.

37. Content
Thought leadership

39. Position yourself as a thought leader. Use
plenty of example code.

40. Kevin Chau
@kchau
kevinchau.me
!
Divshot
@divshot
divshot.com
staticapps.org

41. “Fin.”