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Developer marketing insights
1. Developer marketing funnel
In classic B2B you have stages like consideration, awareness, and conversion. In dev tools, you have exploration, demo, and the internal sale.
Exploration. Help people see what your tool does, how it works with other tools, and what is special about it:
Communicate clear and compelling differentiation. Whatever it is, speed, feature, price, let people know.
Make navigation to the right content easy. Use interactive navbars that show more on hover. Explicit one-liner copy. Let people find things easily.
Show that your tool works with their stack. Logos of tools you integrate with, SDK code snippets, and testimonials help with that.
Make it easy to find quick starts and API docs. Use good navigation UX, search, articles, and CTAs to show it.
Demo. Show the result of how things will work when implemented:
Show a working sample. Could be a sandbox, a working example or template, or a live app. Something that shows the result that they can experience.
Speaking of templates. A library that is searchable by use cases, language, and framework can go a long way.
You also need step-by-step guides for when people actually want to implement those examples or templates they saw.
Show how your tool works within the ecosystem with architectural scenarios.
Internal sale. Helps devs sell it to other people involved in buying dev tools:
Make use cases and solution pages easily findable for less technical visitors.
Show all the enterprise features on pricing and/or enterprise pages.
Prepare a “convince your boss” content pack. Include value prop, features and benefits, case studies, ROI calculators, pricing, “email this to your boss” templates etc.
Do all that and you will be fine ;)
2. "What good is bad data" from Segment
This is a really clever billboard campaign.
Show don't tell they say.
And Segment did exactly that by putting billboards with the wrong location printed on them (LA in SF etc).
The theme/message was "What good is bad data?" which was exactly what they wanted to convey.
What I like about is the alignment between:
This is hard to do imho so big kudos to them 🎉!
Reportedly many folks who saw billboards didn't get that it was intentional and Tweeted at them about the error.
Or maybe they were next-level jokers...
3. Case study in a single view from Resend
Super short dev tool case study on a single viewport.
Many case studies follow a Hero -> Problem -> Solution -> Results framework.
Many try and do it on a one-pager.
Especially with devs, you want to be technical and succinct.
And Resend took all the possible fluff out of it.
They put a strong quote up top
They highlight the benefits for easy skimming
They explain the problems and results succinctly
They show who said it and make it more believable
They show the customer: logo/ name + what they do
I'd like to have some before/after probably or a stronger result or pain-focused headline.
But I think this is great actually.
Need more developer marketing insights?
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