Here’s the thing about: Developer Marketing - What Works?
Last time we talked about the importance of shifting our communication strategy to focus on our developer audience segment and today I want to take a deeper dive into the nitty gritty of what does work on developers. How do we market ourselves to this unique group of users?
Is “Developer Marketing” really that different from just marketing? Not really, no. The key difference with developer marketing is in the language we use to communicate with this audience.
As previously mentioned, traditional marketing does not work for them. We cannot simply flash a discount at our developers and hope they will trust our product enough to implement it into their existing workflow.
Good marketing that targets developers shouldn’t feel like marketing. It should feel like “education”, “community building” or “product strategy”. And luckily for us, developers are uniquely empathetic, community-driven and are very active sharers. Once we win them over, you can count on having a new advocate on your side.
The questions that we must ask ourselves before we can decide on a campaign strategy is not unlike any other marketing strategy.
Who is our target audience?
How do we talk to them?
Where do we find them?
Here’s the thing:
Do we know who we are talking to?
Audience segmentation is the first thing that comes to mind when I think about executing any new campaign.
With targeted segments and developer personas, you can create a smarter go-to-market strategy, more personalized messaging, enhance your developer experience, define your product and market fit, and create appropriate support to offer each of these segments.
There is not a simple definition for “Developer”. We are talking about a group of millions of people with different skill levels and authority who are dedicated to creating and managing software applications across countless combinations of technologies. These people speak different languages, live in different geolocations, and are at different stages of their education or professional career.
With such diversity in this audience, you can’t communicate with them using the same message and hope it will resonate with them all.
The first thing you can do is identify who your product is designed for? Sure, we want to say “all developers, duh” but, I have just pointed out why such a feat is not achievable. Focus and alignment are your key components for creating segmentations that will succeed. You want to pursue targeted opportunities and not the entirety of the market.
Now let’s identify our ICPs or our ideal customer profiles. We will use 4 filters to narrow down the criteria in which we will segment our developers.
Technical (Product Focused)
These developers are highly technical and primarily focused on your product's features and capabilities. They are interested in the technical details of your product, such as the API, SDK, and integrations, and are likely to be early adopters of new technology. They may work in software development, DevOps, or other technical roles.
User (Developer Focused)
These are developers who are focused on the user experience of your product. They are interested in how easy it is to use your product, how well it integrates with their existing workflows, and how it can help them solve specific problems. They may work in UX design, front-end development, or other user-facing roles.
Organization (Customer Organization/Use-Case Focused)
These are decision-makers who are focused on the value your product can provide to their organization. They are interested in how your product can solve specific business problems, improve efficiency, or drive revenue. They may work in IT, product management, or other business-oriented roles.
Market (Industry Vertical and Geography Focused)
These are developers who are focused on specific industry verticals or geographies. They are interested in how your product can solve problems or provide value to their specific industry or location. They may work in healthcare, finance, e-commerce, or other industry-specific roles.
Based on these four ideal customer profiles, a developer-focused marketing campaign could include targeted messaging, content, and advertising that speaks to each of these segments' unique needs and interests.
The other thing is:
So, how do you talk to them?
To develop a successful email marketing campaign for each segment, delivering a message that speaks directly to their interests and needs is crucial. For developers, this means creating a clear and concise message that emphasizes the product's features and technical capabilities while addressing how it can solve specific problems and enhance the user experience.
Some basic elements should include
Attention-grabbing subject line
While it's true that open rates are no longer a reliable measurement metric for email performance, it's still essential to craft an eye-catching subject line that resonates with our target audience and it should highlight the technical aspects of your product. For example, "Introducing our new API for advanced integrations" or "Revolutionize your DevOps workflow with our latest SDK", "Simplify Your Workflow with Our Intuitive UX Design Tool" or "Streamline Your Front-End Development Process with Our Latest Release.”
Value proposition
Developers are likely to be early adopters interested in how your product can help them solve specific problems and improve the user experience. Explain how your product can solve their pain points, save time, or improve their workflow and user experience.
Personalization
If possible, address the developer by name and make the email feel personalized. You could use information about their job title or industry to make the email more relevant.
Call to action
End the email with a clear call to action, such as signing up for a free trial, scheduling a demo, or downloading a white paper.
The most important thing is to tailor the value proposition to each audience since their interests and needs differ. So what do each of these segments care the most about?
Technical (Product-Focused) Segment
Focus on technical details: Highlight technical details such as the API, SDK, and integrations. Use clear language and avoid jargon that might be confusing for developers who might not know industry terms yet.
User (Developer Focused) Segment
Focus on ease of use: Developers focused on the user experience are interested in how easy it is to use your product. Highlight how intuitive and user-friendly your product is, and provide examples of how it can seamlessly integrate with their existing workflows.
Organization (Customer Organization/Use-Case Focused) Segment
Explain the benefits: This segment is most interested in the value your product can provide to their organization. Explain how your product can solve specific business problems, improve efficiency, or drive revenue. Provide examples of how your product has helped other businesses in their industry.
Provide social proof: Organization-focused decision-makers are likely to be concerned about the impact your product will have on their business. Provide social proof such as case studies or testimonials from other businesses who have used your product to solve similar problems.
Market (Industry Vertical and Geography Focused) Segment
Industry-specific or location-focused developers are interested in how your product can solve problems or provide value to their specific industry or location. Explain how your product can help them achieve their goals or solve specific problems related to their industry or location.
Be sure to highlight key features that are specific to their industry or location. Explain how these features can benefit their business.
Although these value propositions may appear similar at first glance, focusing on the nuances of each differentiator can significantly enhance your campaign. The more you can personalize your message and make your audience feel like you're speaking directly to them, the more likely they are to engage with your campaign.
The last thing I will mention today:
Where can we find them?
There are several ways to find developers for you to start sending your marketing campaigns to:
Build your own list:
If you already have a customer base or a following on social media, you can start by building your own email list. You can use sign-up forms on your website, social media pages, or at events to collect email addresses.
Attend conferences and events:
Attend industry conferences and events to meet developers in person and collect business cards. You can then add these contacts to your email list.
Use lead generation tools:
There are several lead generation tools that can help you find developers' contact information. Some examples include LinkedIn Sales Navigator, Hunter.io, and AeroLeads.
Use advertising platforms:
Platforms like LinkedIn, Google Ads, and Facebook allow you to target specific audiences, including developers, with your advertising campaigns. You can also use these platforms to collect email addresses through lead generation forms.
Join developer communities:
Lastly, my favorite way to connect with developers and promote a product is by joining or sponsoring developer communities. As an entrepreneur with a small team, these communities can be extremely helpful. Look for Slack spaces, Discord channels, LinkedIn groups, and other online communities where developers gather. Participate in discussions and identify common problems that people are experiencing. You can use this opportunity to introduce your product as a solution to their problems. Just be sure you are aware of and adhere to each community’s rules and sentiments on marketing and promotion.
I hope you are ready to send your first Developer Marketing email but it wouldn’t be an email marketer’s article if I don’t reiterate the importance of complying with anti-spam laws and regulations, such as GDPR, CCPA, CAN-SPAM and CASL laws, to ensure that you're only sending emails to individuals who have given you permission to contact them.
Until next time, hopefully sooner than four months lol 🙃
Jello
