This document discusses building a sustainable developer ecosystem through growth marketing. It outlines conducting hackathons, competitions, meetups and workshops over 6 years to engage over 150,000 developers in 106 cities. The goal is to promote an inclusive environment for developers inside and outside of Silicon Valley. It discusses attracting the right audience through content like blogs and social media, converting them through resources like landing pages and workshops, and closing and delighting them through developer portals, surveys and referrals to create a lasting community. It emphasizes having specific goals, metrics, experiments, feedback loops and community-first mindset to continuously improve the ecosystem.

1. Sustainable Growth Marketing:
Building a Developer Ecosystem that Lasts
Evans Data Conference

2. Growth Hacking
Growth Marketing
vs.

3. Growth as a Lifestyle
For over six years, we’ve launched
● Hackathons
● Virtual Competitions
● Accelerator Programs
● Meetups and Workshops
● And Developer Marketing Campaigns to over
150,000 hackers in 106 cities around the globe.
As a female-owned, female-majority company,
we aim to promote an inclusive environment
through the creation of holistic hackers both
inside and out of the Silicon Valley bubble.

4. Funnel
Of
Love

6. 1. Find the right audience
2. Engage that audience
3. Build an active community
4. Create an ecosystem that lasts

7. Myth: Developers hate marketing.
Reality: Most people hate (outdated) marketing.
Attract

8. ● Know your goals
● Hierarchy of Needs
○ Blog
○ Social Media/Advertising
○ PPC
○ SEO
○ Influencer
○ DevRel
■ Hackathons
■ Meetups
■ Conferences
Attract

9. Myth: Your content should be fun/engaging.
Reality: Your content needs to do (way) more than that.
Convert

10. ● Know your goals
● Hierarchy of Needs
○ Web Content
○ Landing pages
○ Email Marketing
○ Forms
○ Calls to Action
○ DevRel
■ Breakout sessions
■ Workshops
■ Booth setup
Convert

11. Myth: Marketing should follow a buyer-journey
Reality: Marketing should follow a persona-journey
Close

12. ● Know your goals
● Hierarchy of Needs
○ Email
○ Workflows
○ Personalized Content
○ CRM
○ D2D Marketing
○ DevRel
■ Developer Portal
■ API Documentation
■ UX/UI
Close

13. Myth: Developer-first mindset.
Reality: Community-first mindset.
Delight

14. ● Know your goals
● Hierarchy of Needs
○ Surveys
○ Focus Groups
○ Email
○ Virality
○ DevRel
■ Social Media
■ Swag
■ Referrals
■ Ambassadors
■ Accelerators
Delight

15. “I think it’s very important to have a feedback
loop, where you're constantly thinking about
what you've done and how you could be doing it
better. I think that's the single best piece of
advice: constantly think about how you could be
doing things better and questioning yourself."
- Elon Musk

16. Action Plan
1. Determine Specific Goals
2. Apply KPIs and Timeline
3. Determine Control/Experimental
Groups*
4. Measure, Apply, Get Feedback
5. Create an Ecosystem that Lasts

17. Questions?

18. 18
THANK YOU!!
@KristenScheven
Kristen Scheven
#DevRelConference2018