1. The document discusses how to build relationships with developers through authentic, applicable, and actionable developer experiences. 2. It recommends a 4 step approach of connection, control, content, and conversion to engage developers along their journey. 3. Community building, both online and in-person, is also emphasized as important for developing advocacy and stickiness.

1. GE Digital
Building Sticky Relationships
with Developer Experiences
Lothar Schubert, Head of Developer Relations, GE Digital
@Lothar_Schubert

2. April 9, 2018Presentation Title2
why
developer marketing

3. GE Digital
Relationships: It’s complicated.
6.8 stakeholders
involved in B2B purchase
Source: Harvard Business Review
B2B buyers are more than ever:
• Informed
• Confused
• Relying on tech expertise

4. GE Digital
56% of cloud developers are primary decision makers - Evans Data
B2B Product Developer Deal Influence
Pay-as-you-go APIs________________________
Developer Tools_____________________________
Platforms / PaaS______________________________
Applications / SaaS______________________________
SaaS leads to PaaS
Developers aid (or block) software adoption

5. GE Digital
How to measure commercial impact
Notice
Discover
Consider
Convert
Adopt
Retain
Expand
Influence
Post-sale
Attribution Models
• User-based
• Account-based
Technical Marketing
• Bottom-up
• Top-down

6. GE Digital
It does not end with the deal though…
What Decision Makers
Think is Being Used
What Developers
Want to Use
What is Actually
Being Used
Source: Redmonk
Free ebook: https://www.ge.com/digital/blog/why-digital-transformation-developer-s-game

7. GE Digital
Developers: even more valuable post-sale
Expose
Discover
Consider
Convert
Adopt
Retain
Expand
Influence
Pre-sale
Post-sale

8. GE Digital
Developers integrate, innovate, increase use
Integrate
with systems
Innovate
with APIs
Increase
user access

9. GE Digital
https://www.geaviation.com/digital/flightpulse

10. GE Digital
There are more developers than ever
VPL
MIx
4GL
Java
Python
Node.JS
R
PyTorch
CUDA
Full Stack Data Science Low Code

11. Confidential. Not to be copied, distributed, or reproduced without prior approval.
Let’s blast ‘em all!
Presentation Title

12. Confidential. Not to be copied, distributed, or reproduced without prior approval. April 9, 2018Presentation Title 12
what
is developer marketing

13. GE Digital
“I'm one of those developers who thinks
that marketing in general is 'scummy’ ….
I love building things that people enjoy
using but I hate sales and marketing.”
Hacker News, 2014

14. GE Digital
What’s not to like about marketing
Scummy
Hyperbolic
Impractical
Noise
1000+
clickable links per day
source: adweek

15. GE Digital
If only we could change the experience…
Scummy 
Hyperbolic 
Impractical 
Authentic
Applicable
Actionable

16. GE Digital
No wonder developers love open source
Authentic
Applicable
Actionable
Open Source
Software

17. GE Digital
Not just open source
Authentic
Applicable
Actionable

18. GE Digital
Not just open source
Authentic
Applicable
Actionable

19. GE Digital
https://www.youtube.com/watch?v=_JPAa3lftso

20. GE Digital

21. GE Digital
Most organization
spend their time
marketing to the crowd.
Smart organizations
assemble the tribe.
Seth Godin, ”Tribes: We Need You to Lead Us”

22. April 9, 2018Presentation Title22
how
developer marketing

23. GE Digital
Engagement marketing in 4 steps
Source: Experiential Marketing, Smith & Hanover, Wiley
Connection Control Content Conversion

24. GE Digital
Connection Control Content Conversion
➢ Inspirational
➢ Educational
➢ Emotional

25. Confidential. Not to be copied, distributed, or reproduced without prior approval.
https://www.ge.com/digitalvolcano/
Connection: Inspirational

26. Confidential. Not to be copied, distributed, or reproduced without prior approval.
https://www.ge.com/digitalvolcano/
Connection: Inspirational

27. Confidential. Not to be copied, distributed, or reproduced without prior approval.
https://www.ge.com/digitalvolcano/
Connection: Inspirational

28. Confidential. Not to be copied, distributed, or reproduced without prior approval.
https://www.ge.com/digitalvolcano/
https://www.ge.com/digitalvolcano/
Connection: Inspirational

29. Confidential. Not to be copied, distributed, or reproduced without prior approval. April 9, 2018Presentation Title 29
Connection: Educational

30. Confidential. Not to be copied, distributed, or reproduced without prior approval. April 9, 2018Presentation Title 30
Connection: Educational

31. GE Digital
Connection: Emotional
Source: Predix initial launch event series 2015

32. GE Digital
Connection Control Content Conversion
➢ Journey sequencing
➢ Gamification
➢ Crowdsourcing

33. Confidential. Not to be copied, distributed, or reproduced without prior approval.
Control: Journey Sequencing

34. GE Digital
Control: Journey Sequencing

35. Confidential. Not to be copied, distributed, or reproduced without prior approval.
Control: Journey Sequencing

36. GE Digital
Control: Gamification

37. Control: Gamification

38. GE Digital
Connection Control Content Conversion
➢ Social media, blogs
➢ Videos, podcasts
➢ Sample apps

39. GE Digital
Content: Social media

40. GE Digital
Content: Videos, podcasts
http://www.pivotpodcast.com/

41. Confidential. Not to be copied, distributed, or reproduced without prior approval.
1-Column (No Rule) Layout
https://mmsf17.devpost.com/submissions
Content: Sample apps

42. Confidential. Not to be copied, distributed, or reproduced without prior approval.
1-Column (No Rule) Layout
April 9, 2018 42
Deep learning for Automated Rail Inspection
Content: Sample apps

43. GE Digital
Connection Control Content Conversion
➢ Information
➢ Social
➢ Trial

44. GE Digital
Conversion: Information
http://ge.com/digital/iiot-for-developers-ebook

45. GE Digital
Conversion: Social

46. GE Digital
Conversion: Trial

47. Confidential. Not to be copied, distributed, or reproduced without prior approval.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Predix Developers
2 year growth
40,000+

48. GE Digital
… one more thing
Source: Experiential Marketing, Smith & Hanover, Wiley
Connection Control Content Currency
Community
➢ Online
➢ In-person
➢ Advocacy

49. GE Digital
Community: Online (owned platform)

50. Community: Online (owned platform)

51. Community: Online (earned platform)

52. Community: Online (paid platform)

53. Confidential. Not to be copied, distributed, or reproduced without prior approval. April 9, 2018The Developer's Point of View 53
Predix Builders
Community: In-person

54. Community: Advocacy

55. GE Digital
Summary
1. Developers are (increasingly) marketing audience
2. Authenticity, applicability, actionability
3. Experience drives new perspectives
4. Connection, control, content, conversion
5. Community !!!

56. GE Digital
Building Sticky Relationships
with Developer Experiences
Lothar Schubert, Head of Developer Relations, GE Digital
@Lothar_Schubert