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.
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
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
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”
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
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
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
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