You’d own the entire content operation. For us, that means blog (200k+ readers monthly), LinkedIn (14k followers), Twitter (7k followers). Plus, over time, Youtube, Podcast. The whole thing.
Fully remote, great team, not too crazy CMO ;)
Reach out if interested!
Or let me know if you know someone I should absolutely talk to.
Developer marketing insights
1. Foundations to scale marketing
Jeff Yoshimura wrote something really good. He shared 10 foundations that helped scale Snyk from 500 to 2500 customers.
#1: “Developer Security”: Category creation is hard.
#2: “Developer Loved, Security Trusted”: Brand anchors demand.
#3: Website as a Product: Treat your website like a product.
#4: Big Events > than just Leads: Go big or stay home.
#5: Global + Regional Field Marketing => GTM Alignment: Utilize field marketing as the connective tissue to the GTM team.
#6: Analyst Relations: Invest in a partnership with R&D.
#7: Customer Value and ROI: Focus on customer outcomes, not just case studies.
#8: Growth + Demand = Pipeline: Optimize the funnel for both PQLs and MQLs.
#9: Community 💜 💜 💜: Leverage your community as a force multiplier.
#10: Product Launches: Consolidate big features into seasonal launch events.
2. Case study format from LaunchDarkly
Looking for a good dev-focused case study format?
People tell you to follow a classic:
They tell you to show numbers, talk value, etc.
And it is true. Great format.
But packaging this for devs is hard.
For example, putting numbers in there, and framing it in a "save 28min every week" is a recipe for losing trust with that dev reader.
That is if you can even get those numbers from your customers.
I like how LaunchDarkly solves it.
Change that customer saw (no numbers needed)
Additional description of the use case (this seems to be optional for them)
Before and After boxes with bullets (no numbers needed)
Clear customer logo
About: one paragraph about the company and use case
Challenge: why they started looking for a solution
Solution: why they chose their product
Results: what they got from it
They kept it short and focused on the team leader imho
They keep the content down to earth and devy but still frame it in a value-focused way.
I like that that they speak in the currency that devs care about.
The cool thing is you could use this hero section format and then have a more technical user story below. By doing that you speak to the why and how.
That depends on your target reader for this page of course.
3. "Aside" call to action from Auth0
A classic dev tool blog call to action that is somewhat underused these days.
He called this "Aside CTA" and the idea is this:
You write an article about a problem X
You don't mention your tool much (or anything) in the article
But your product helps solve that problem
So you add an "Aside" at the end (or in the middle) where you say that you could also solve it with your tool
Why this can work well with devs is:
You write a genuinely helpful article
You don't "pollute" the article with your product
You add value first with content
You let people "upgrade" their solution experience with your tool
You are explicit about what your tool does and what the content does.
How can I make this better?
I hope you learned something new. Did you, though?
What would you like to read more about?
Reply to this and let me know.
Talk to you next week,