Developer marketing insights
1. How to create ICP while looking for product-market fit
James Hawkins is CEO of PostHog and he shares great tips around product management.
But in this thread, he shared learnings from creating the ideal customer profile (ICP) for their dev tool startup.
Here is my tldr, but read the thread for sure:
Having a clear ICP makes other product/marketing decisions simpler (pricing, positioning, branding, roadmap)
Create a list of attributes of your ICPs: needs, haves/have-nots. Be really specific.
Score your customers against those attributes and identify your ICPs and anti-ICPs
Onboard first “reference customers” that fit ICP. Listen to them carefully. Optimize pricing/positioning/branding/roadmap for them.
Tweak/repeat until you get to ~$1M ARR from your ICP
2. How to write “Us vs Competitor” articles
This is one of my favorite dev tool vs competitor blog posts.
With these pages, you want to explain when you are better.
But you don't want to berate your competitor.
And above all, you want to help people make a decision.
Chances are (almost 100% ;)) that you are not better for every use case. And your developer audience knows it.
But there should be use cases, tool stacks, or situations when you are the best option.
Talk about those. Dev to dev.
They start by saying what is the same. That sets the context.
Then they say good things about their competitor. Shows respect and understanding
They follow by listing 3 key differences/situations when you should consider them
And they go ahead and explain each of these differences deeply
After reading that post you are fairly convinced that if your situation matches the one described and if it makes sense to use it.
3. How to use testimonials on the homepage from Appsmith
How to bring attention and trust to a feature section?
Ideally, it should talk about that feature to make your message even stronger.
I like how Appsmith made it animated and it just makes you look.
And you read the testimonial and look at the feature above it.
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Talk to you next week,