- 🍐 #14: "Book a demo" flow, writing content for devs, and dev-focused GTM playbook
🍐 #14: "Book a demo" flow, writing content for devs, and dev-focused GTM playbook
It's your favorite dev marketing pear-son🍐again.
This week I:
rolled back to the old newsletter format -> seems like you actually really like it
decided to make it weekly -> 3 insights weekly >>> 10 insights monthly
moved it to beehiiv
Here are my insights this week.
Developer marketing insights
1. Viral post on how to write content for devs
TLDR is this:
Don't make it too accessible not to lose your ideal dev reader.
If you write so that everyone understands, you signal to more advanced readers that "this article is not for you".
Compare these two:
Which one will not scare a senior Python dev away?
So while you may lose 90% of "potential" readers, the 10% you care about keeps reading and trusts you a bit more.
2. Posthog "book a demo" flow
Devs have a love/hate relationship with the "Book a demo" call to action.
Mostly hate though.
Especially if what they want is:
know what they will be paying for your tool
just see how this thing works
But there are moments in the buyer journey when devs do want to have that live session:
they tried it, went through the golden path, and have deeper questions
they know they have specific needs and are unsure/couldn't find it in your docs/website.
they want to customize the pricing plan to their needs.
Then, having a live session/demo is the fastest way to move forward.
Posthog handles this very nicely.
They start with the (anti) CTA.
So they basically:
say "don't talk to us"
give you transparent pricing on the website
give you a recorded demo on the website
let you try the product for free without talking to them
But if you want to talk to sales/support you can reach out
They continue telling the same story on the book a demo page:
They give devs:
recorded, ungated product demo -> if you want a generic demo just watch it
free plan and transparent pricing -> just get started (don't sit through the demo to ask for price)
if you want a custom demo or just talk to a human -> just schedule a call
Great developer experience.
3. Developer-focused go-to-market playbook
I came across one of the best resources on dev-tool product-led growth GTM motions.
Sam Crowell Richard and Sanjiv Kalevar from OpenView spell it out in "The developer-focused go-to-market playbook".
Dev-focused industry benchmarks across the Start -> Activate -> Convert -> Scale journey
Examples from companies like Snyk, MongoDB, Elastic, Twilio, Postman, and others.
All of that packaged in a 70-page slide deck
If there is a must-read on the subject it is probably this one.
Something about pears 🍐
The African pear is a dark purple/almost black fruit found mainly in Nigeria.
Apparently, it has a buttery taste and a gazillion health benefits.
Looks awesome, that's for sure.
I hope you learned something new.
If you did:
Pass this newsletter on to 1 friend who does dev tool marketing.
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Talk to you next week, Pears!
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