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DEVELOPERS MARKETING TO 1

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MARKETING TO DEVELOPERS OUTLINE ▸ How I got here ▸ Before you start ▸ Process overview, team roles, and metrics ▸ Developer marketing framework ▸ Recommended reading

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SENIOR DIRECTOR, DEVELOPER MARKETING JOHN BRITTON

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DEVELOPER EVANGELIST JOHN BRITTON Form erly

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BEFORE YOU START THREE THINGS YOU NEED

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PRODUCT A TOTALLY SOLID #1

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AUDIENCE A CLEARLY DEFINED #2

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BUSINESS A MONEY-MAKING #3

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OVERVIEW PROCESS, TEAM, AND METRICS

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OVERVIEW PROCESS Be there for your developers Help developers help themselves Show and tell the world Support Content Outreach Operations Programs ⚙ Don’t repeat yourself Win the same way over and over

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OVERVIEW TEAM Outreach ⚙ Operations Programs Developer Advocate all programs, specialized by region highly technical and teaching minded Community Operations all programs, specialized by skill expert front-line support Program Manager few programs, specialized by audience passionate subject area expert

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NPS = %PROMOTERS — %DETRACTORS “HOW LIKELY ARE YOU TO RECOMMEND [PRODUCT] TO A FRIEND OR COLLEAGUE?” OVERVIEW METRICS Net Promoter Score Program Members User Engagements Quality Quantity Activity

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SCOOP DEVELOPER MARKETING FRAMEWORK CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT

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CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT

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CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT

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CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT

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CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT

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CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT

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CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT

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SCOOP DEVELOPER MARKETING FRAMEWORK CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT

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BE THERE FOR YOUR DEVELOPERS. SUPPORT

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BE THERE FOR YOUR DEVELOPERS. SUPPORT SURPRISE AND DELIGHT

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BE THERE FOR YOUR DEVELOPERS. SUPPORT SURPRISE AND DELIGHT MAKE FEATURE LISTS

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BE THERE FOR YOUR DEVELOPERS. SUPPORT SURPRISE AND DELIGHT SPEAK LIKE A HUMAN MAKE FEATURE LISTS

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BE THERE FOR YOUR DEVELOPERS. SUPPORT SURPRISE AND DELIGHT SPEAK LIKE A HUMAN MAKE FEATURE LISTS

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HELP DEVELOPERS HELP THEMSELVES. CONTENT

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HELP DEVELOPERS HELP THEMSELVES. CONTENT PUT A URL ON IT

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HELP DEVELOPERS HELP THEMSELVES. CONTENT PUT A URL ON IT DEFINE STRUCTURE

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HELP DEVELOPERS HELP THEMSELVES. CONTENT PUT A URL ON IT DESIGN FOR REUSE DEFINE STRUCTURE

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PUT A URL ON IT HELP DEVELOPERS HELP THEMSELVES. CONTENT DESIGN FOR REUSE DEFINE STRUCTURE

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SHOW AND TELL THE WORLD. OUTREACH

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SHOW AND TELL THE WORLD. OUTREACH GO TO YOUR AUDIENCE

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SHOW AND TELL THE WORLD. OUTREACH GO TO YOUR AUDIENCE BE THE LIVING ROOM

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SHOW AND TELL THE WORLD. OUTREACH GO TO YOUR AUDIENCE DON’T FOLLOW THE CROWD BE THE LIVING ROOM

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SHOW AND TELL THE WORLD. OUTREACH GO TO YOUR AUDIENCE DON’T FOLLOW THE CROWD BE THE LIVING ROOM

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DON’T REPEAT YOURSELF. ⚙ OPERATIONS

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DON’T REPEAT YOURSELF. ⚙ OPERATIONS MAKE CHECKLISTS

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DON’T REPEAT YOURSELF. ⚙ OPERATIONS MAKE CHECKLISTS AUTOMATE

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DON’T REPEAT YOURSELF. ⚙ OPERATIONS MAKE CHECKLISTS REFACTOR AUTOMATE

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DON’T REPEAT YOURSELF. ⚙ OPERATIONS MAKE CHECKLISTS REFACTOR AUTOMATE

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WIN THE SAME WAY OVER AND OVER. PROGRAMS

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WIN THE SAME WAY OVER AND OVER. PROGRAMS DIVERT DISTRACTIONS

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WIN THE SAME WAY OVER AND OVER. PROGRAMS DIVERT DISTRACTIONS PLAN FOR SCALE

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WIN THE SAME WAY OVER AND OVER. PROGRAMS DIVERT DISTRACTIONS KEEP IT SIMPLE PLAN FOR SCALE

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#MyOctocat

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WIN THE SAME WAY OVER AND OVER. PROGRAMS DIVERT DISTRACTIONS KEEP IT SIMPLE PLAN FOR SCALE

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SCOOP DEVELOPER MARKETING FRAMEWORK CONTENT OUTREACH PROGRAMS ⚙ OPERATIONS SUPPORT

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MARKETING TO DEVELOPERS RECOMMENDED READING Platform Revolution Traction Gabriel Weinberg and 
 Justin Mares Made to Stick Chip and Dan Heath Sangeet Paul Choudary, Geoffrey G. Parker, and Marshall W. Van Alstyne

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✉ JDB@GITHUB.COM @JOHNDBRITTON JDB.IO JOHN BRITTON EMAIL UPDATES: JDB.IO/MARKETING-TO-DEVELOPERS WORK WITH US: GITHUB.COM/ABOUT/CAREERS