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MARKETING & TECH COMMUNITIES
MEETUP TEL-AVIV | DECEMBER 20TH 2018 | AMIT LAVI
1/1/20192
MARKETING ENVY FOUNDERS
Over 30 <gulp> years combined
experience with tech start ups and
multi-national brands:
Google, Facebook, Ubuntu, Fuji-Xerox,
HP Scitex, Cloudyn (Acquired by
Microsoft), BlazeMeter (Acquired by
CA), Coronet, CyberInt, Portnox,
Showbox, Forter, Clicktale,
SecuredTouch, Illusive Networks, Secdo
(Acquired by Palo Alto Networks),
Aqua Security, EverCompliant, PlainID,
Sucuri, 5th Dimension, Luminate
Security, Cymulate, Indegy, Vulcan
Cyber …..
Billy Cina Amit Lavi
Billy@MarketingEnvy.com
@billycina
Amit@MarketingEnvy.com
@amitlavi
1/1/2019
Icons
• Enviable Clients Include:
MARKETING TO DEVELOPERS
Developers are people…
HOW THE HECK DO YOU MARKET
TO DEVELOPERS THEN?
● Talking to Devs requires marketers to be direct,
transparent and cut the BS
● The funnel/ flywheel model of course still applies…
But you’ll find Conversion is harder. But once you do,
they are your best evangelists.
● Developers are problem solvers
1/1/20196
HOW THE HECK DO YOU MARKET
TO DEVELOPERS THEN?
● Like most people, devs have their own personalities,
their own way to communicate. But once you know what
they need, like and live for – you’ll convert them in a
blink of an eye.
● There is no one “Developer Target Persona”
1/1/20197
● First and foremost: your social media followers are NOT your
community.
● Social Media channels are just a way to maintain and engage
with your community – but it doesn’t build it.
● Developers tend to use Twitter the most to engage and share
content
SOCIAL MEDIA IS NOT COMMUNITY
ADVICE: FORGET. ABOUT. THE FLUFF.
GET STRAIGHT TO THE POINT!
INBOUND MARKETING & DEVS
● Quick to digest content – your eBook & whitepaper will
work only if highly relevant, informative and helpful
● Make sure to optimize your long tail content so they can be
accessible straight away on the search engine. Why?
Because developers look for solutions to solve problems –
they don’t have any time to lose and need answers now!
THEY LOVE FREE STUFF!
TELL – DON’T SELL
● Give them developer tools content to read, share & talk about.
Developers constantly engage with each other, at meetups, on
Slack channels, in Facebook groups, and myriad other platforms.
● Always request feedback. Developers are keen to provide
feedback and help you improve your content and your code, this
is the backbone of the open source community.
● Track the competition – you’ll find out what devs are
complaining about/are endorsing. Use it to your advantage to
react instantly to the trends.
SATISFACTION IS KEY
● Make your happy customers your heroes, your evangelists to be your
voice to impact your communities & engage with other developers.
Share their stories, give them the stage.
● Developers are skeptics by nature – they will trust their community
network more than anything else. Hence the importance of others being
your evangelists in said network.
DEVELOPERS LIKE TO BUILD THINGS
AND SHARE THEIR KNOWLEDGE WITH
OTHERS.
SHARE ON YOUR BLOG AND THEN ON:
● Medium is very popular with many developers: it requires zero-
config, comments and analytics setup, no need for account
creation or anything.
● Focused communities for all kinds of developers:
● StackOverflow is a great way to engage with developers seeking for
help and questions
● Hacker News, some subreddits and even language specific forums
like Echo JS. Even open source tooling to create your own
community like Telescope or Discourse.
WHERE TO PUBLISH/ SHARE CONTENT
Major communities where you’ll find developers:
• Code Samples
• Tutorials & Walkthroughs
• Benchmarks and comparisons
• Provide a Github repo or
some code samples this
makes your content much
more attractive
• Influencers engagement
TIPS FOR DEVS CONTENT
KEY STATISTICS
To understand your community
better
BEST WAY TO DESIGN/WRITE ADS
Good caption:
Still developing Android apps
the hard way? Integrate your
backend payment processing
systems on one platform. Try
Now.
Bad caption:
Want to build better Android
apps? Our platform enables you
to launch them in mere
minutes!
Good caption:
Apps4All: The Easiest Way to
Create, Design, and Launch an
iOS app.
Bad caption:
Bring your rockstar coding
skills to our brand new state-
of-the-art platform for the
most sophisticated iPhone
users!
BEST WAY TO DESIGN/WRITE ADS
No marketing buzzwords, the ads use code to communicate how its
product makes developers’ lives easier. They directly talk to the developer
using his/her code & language.
• Speak to Developers in Their
Language
• Straightforward
• Clear and Focused Calls-to-
Action
KEY TAKEAWAY
• Give developers the opportunity to use
their creativity to solve a problem and
you’ll engage them.
• Give developers an opportunity to try
your product or solution for free and
they’ll readily evaluate how likely it is
to solve their problem.
• Developers like to build things and
share their knowledge with others.
That’s why the open source community
is so rich and robust.
Marketing & Tech Communities

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Marketing & Tech Communities

  • 1. MARKETING & TECH COMMUNITIES MEETUP TEL-AVIV | DECEMBER 20TH 2018 | AMIT LAVI
  • 2. 1/1/20192 MARKETING ENVY FOUNDERS Over 30 <gulp> years combined experience with tech start ups and multi-national brands: Google, Facebook, Ubuntu, Fuji-Xerox, HP Scitex, Cloudyn (Acquired by Microsoft), BlazeMeter (Acquired by CA), Coronet, CyberInt, Portnox, Showbox, Forter, Clicktale, SecuredTouch, Illusive Networks, Secdo (Acquired by Palo Alto Networks), Aqua Security, EverCompliant, PlainID, Sucuri, 5th Dimension, Luminate Security, Cymulate, Indegy, Vulcan Cyber ….. Billy Cina Amit Lavi Billy@MarketingEnvy.com @billycina Amit@MarketingEnvy.com @amitlavi
  • 6. HOW THE HECK DO YOU MARKET TO DEVELOPERS THEN? ● Talking to Devs requires marketers to be direct, transparent and cut the BS ● The funnel/ flywheel model of course still applies… But you’ll find Conversion is harder. But once you do, they are your best evangelists. ● Developers are problem solvers 1/1/20196
  • 7. HOW THE HECK DO YOU MARKET TO DEVELOPERS THEN? ● Like most people, devs have their own personalities, their own way to communicate. But once you know what they need, like and live for – you’ll convert them in a blink of an eye. ● There is no one “Developer Target Persona” 1/1/20197
  • 8. ● First and foremost: your social media followers are NOT your community. ● Social Media channels are just a way to maintain and engage with your community – but it doesn’t build it. ● Developers tend to use Twitter the most to engage and share content SOCIAL MEDIA IS NOT COMMUNITY
  • 9. ADVICE: FORGET. ABOUT. THE FLUFF. GET STRAIGHT TO THE POINT!
  • 10. INBOUND MARKETING & DEVS ● Quick to digest content – your eBook & whitepaper will work only if highly relevant, informative and helpful ● Make sure to optimize your long tail content so they can be accessible straight away on the search engine. Why? Because developers look for solutions to solve problems – they don’t have any time to lose and need answers now!
  • 11. THEY LOVE FREE STUFF!
  • 12. TELL – DON’T SELL ● Give them developer tools content to read, share & talk about. Developers constantly engage with each other, at meetups, on Slack channels, in Facebook groups, and myriad other platforms. ● Always request feedback. Developers are keen to provide feedback and help you improve your content and your code, this is the backbone of the open source community. ● Track the competition – you’ll find out what devs are complaining about/are endorsing. Use it to your advantage to react instantly to the trends.
  • 13. SATISFACTION IS KEY ● Make your happy customers your heroes, your evangelists to be your voice to impact your communities & engage with other developers. Share their stories, give them the stage. ● Developers are skeptics by nature – they will trust their community network more than anything else. Hence the importance of others being your evangelists in said network.
  • 14. DEVELOPERS LIKE TO BUILD THINGS AND SHARE THEIR KNOWLEDGE WITH OTHERS.
  • 15. SHARE ON YOUR BLOG AND THEN ON: ● Medium is very popular with many developers: it requires zero- config, comments and analytics setup, no need for account creation or anything. ● Focused communities for all kinds of developers: ● StackOverflow is a great way to engage with developers seeking for help and questions ● Hacker News, some subreddits and even language specific forums like Echo JS. Even open source tooling to create your own community like Telescope or Discourse.
  • 16. WHERE TO PUBLISH/ SHARE CONTENT Major communities where you’ll find developers:
  • 17. • Code Samples • Tutorials & Walkthroughs • Benchmarks and comparisons • Provide a Github repo or some code samples this makes your content much more attractive • Influencers engagement TIPS FOR DEVS CONTENT
  • 18. KEY STATISTICS To understand your community better
  • 19. BEST WAY TO DESIGN/WRITE ADS Good caption: Still developing Android apps the hard way? Integrate your backend payment processing systems on one platform. Try Now. Bad caption: Want to build better Android apps? Our platform enables you to launch them in mere minutes! Good caption: Apps4All: The Easiest Way to Create, Design, and Launch an iOS app. Bad caption: Bring your rockstar coding skills to our brand new state- of-the-art platform for the most sophisticated iPhone users!
  • 20. BEST WAY TO DESIGN/WRITE ADS No marketing buzzwords, the ads use code to communicate how its product makes developers’ lives easier. They directly talk to the developer using his/her code & language. • Speak to Developers in Their Language • Straightforward • Clear and Focused Calls-to- Action
  • 21. KEY TAKEAWAY • Give developers the opportunity to use their creativity to solve a problem and you’ll engage them. • Give developers an opportunity to try your product or solution for free and they’ll readily evaluate how likely it is to solve their problem. • Developers like to build things and share their knowledge with others. That’s why the open source community is so rich and robust.

Hinweis der Redaktion

  1. https://thenextweb.com/contributors/2018/09/02/five-tips-about-marketing-to-developers/
  2. There are multiple personas – Code writers, algorithm, Fron end, data, Dev ops,
  3. https://thenextweb.com/contributors/2018/09/02/five-tips-about-marketing-to-developers/
  4. Helpful – solve a problem they have now – search on google what issues are developers that are relev ant for you are searching for
  5. Developers are keen to provide feedback and help you improve your content and your code, this is the backbone of the open source community
  6. Developers are keen to provide feedback and help you improve your content and your code, this is the backbone of the open source community
  7. https://medium.com/@celorisoli/introduction-to-content-marketing-for-developers-71202a91551f
  8. Stack overflow is the largest community for developers/programmers. This is where they learn and share their knowledge. The website counts +50 million visits each month.
  9. Stack overflow is the largest community for developers/programmers. This is where they learn and share their knowledge. The website counts +50 million visits each month.
  10. Stack overflow is the largest community for developers/programmers. This is where they learn and share their knowledge. The website counts +50 million visits each month.
  11. Source: https://www.stackoverflowbusiness.com/hubfs/content/Ad%20Sales/Five_Keys_to_Creating_Ads_for_Developers.pdf
  12. Source: https://www.stackoverflowbusiness.com/hubfs/content/Ad%20Sales/Five_Keys_to_Creating_Ads_for_Developers.pdf