Date post: | 15-Jul-2015 |
Category: |
Marketing |
Upload: | murtza-manzur |
View: | 919 times |
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Developer Marke,ng: Tac,cs & Technology Murtza Manzur Developer Evangelist at Marketo
Slides available at murtza.org/heavybit
Agenda
• Developer Personas • Developer Acquisi,on Funnel – TOFU: Specific channels to reach developers – MOFU: Interac,on with website & product – BOFU: Sales cycle
• Marke,ng Technology
Slides available at murtza.org/heavybit
Developer Persona
• What is unique about marke,ng to developers? – Relevant messaging, plus bulletproof product and documenta,on
• Who is the developer you are targe,ng – Developer at a startup is a different persona than the VP of Engineering at an enterprise company
Slides available at murtza.org/heavybit
Developer Persona Case Study: New Relic
Slides available at murtza.org/heavybit
Top of Funnel
• Top of Funnel = Building awareness among developers
• Test different online and offline channels to engage with your target developer persona
• Measure channel acquisi,on cost based on paying users
Slides available at murtza.org/heavybit
Top of Funnel: Online Channels Ac#vity Details
Online Ads Show ads on developer sites
Company Blog Write posts about interes,ng things people built on your API
Social Media Engage on Hacker News, Reddit, TwiWer, StackOverflow
Open Source Projects Develop or sponsor open source projects
Sponsor Blogs Sponsor blogs in your ver,cal
Guest Posts Write posts on third-‐party sites
Video Content Create educa,onal videos and share on sites like YouTube
Host Online Challenges Host a challenge on a pla]orm like ChallengePost
White Papers Create in-‐depth content on specific topics
Infographics Create shareable infographics
List in Directories List in directories like Mashape, ProgrammableWeb
Slides available at murtza.org/heavybit
Top of Funnel: Offline Channels Ac#vity Details
Speak at Events Conferences like OSCON, Dreamforce
Host Meetups Runscope hosts San Francisco API meetup
Sponsor Hackathons
Twilio sponsors many hackathons
Booth at Tradeshow Conferences like OSCON, Dreamforce
Partner Company Events
Events like Twilio's roadshow
Roadshows Twilio hosted roadshow for developers
Slides available at murtza.org/heavybit
TOFU Case Study: Stripe
Slides available at murtza.org/heavybit
Developer notes poor experience
Stripe cofounder engages developer
Middle of Funnel
Click Ad /Organic Search
Read Landing Page
Capture Email / Sign
Up For Service
Use Service
Use Service ADer First
Time
Slides available at murtza.org/heavybit
• Middle of Funnel = Developer's interac,on with a company before paying
MOFU Case Study: Loader.io
• Personal story: I used Loader.io, but then stopped using it
• Received email a few days a`er not using it – "Taking a break from load tes,ng? Did you know you can automate your load tests with..."
– Link with a call to ac,on
Slides available at murtza.org/heavybit
BoWom of Funnel
• BoWom of Funnel = Sales cycle • Determine when to engage in sales cycle – Engage in high touch sales with best prospects
• Determine best prospects with a scoring model – Add or subtract points based on ac,ons taken or interest shown
Slides available at murtza.org/heavybit
BOFU Case Study: Marketo
Slides available at murtza.org/heavybit
Marke,ng Technology Research, Buy and
Op,mize Ads (AdStage, Captora, Moat)
Op,mize Landing Pages (Op,mizely, Unbounce)
Capture Email and Send Content (Marketo,
MailChimp, HubSpot)
Engage in Low Touch Sales (Marketo,
Customer.io, Intercom)
Engage in High Touch Sales (Salesforce,
Marketo)
Retain and Upsell Customers (Gainsight,
Heap Analy,cs)
Slides available at murtza.org/heavybit
Takeaways
• Think about developer persona • Model and measure developer lifecycle – TOFU, MOFU, BOFU
• Leverage technology to scale smarter
Slides available at murtza.org/heavybit
Resources to Learn More
• Marketo Defini,ve Guides – hWp://www.marketo.com/defini,ve-‐guides/
• Developer Marke,ng Blog – hWp://murtza.org/
• Marke,ng Technology Blog – hWp://chiefmartec.com/
Slides available at murtza.org/heavybit