3 data strategies for selling to developers

Sam RichardContributor
Sam Richard is senior director of growth at OpenView.

Yes, developers are a tough crowd. They hate being sold to, and it’s pretty easy for traditional marketing campaigns to fall flat with them because they’d much rather get a recommendation from a colleague. Failed campaign after failed campaign has led many software company executives to throw up their hands and declare all sales and marketing to be pointless.

And that’s just wrong. Selling to developers isn’t impossible — it’s just difficult. I cover why it’s difficult and offer examples of exceptional developer-focused marketing in my new playbook. Part of selling to developers involves balancing two things: building out a strong organic marketing function and targeting your audience with the right message at the right time throughout their buyer journey.

Selling to developers isn’t impossible — it’s just difficult.

Easier said than done, right?

Yep. I see it all the time. Part of what’s blocking marketers from widening the top of the funnel (driving more developers to sign up for their free tools) for their developer-focused businesses is ensuring they have the right data and measurement capabilities in place to understand how much impact their activities have on the business.

That’s mostly because these marketers, community managers and developer relations experts have the most luck with organic marketing. In this industry, organic marketing is one of the most challenging to measure.

Organic marketing means investing in channels like referrals, organic search, organic social (community) and direct traffic to your website (brand). New users from paid marketing, banner ads, events or sales reps (the most measurable channels) don’t count as organic. We measure the fruits of these efforts with a new metric called Natural Rate of Growth.

In a digital, multi-touch-point world, it’s getting more challenging to measure which users hear about your brand from which channels. That’s why tools like Orbit, Tribe and Mighty have gained traction so quickly.

That’s all good, and it’ll be a huge boon for community managers in time, but these tools still don’t solve some of the core data strategy issues I see developer-focused software companies fighting. These quick tips should help your team align around what needs to be done and what’s just a “nice to have” so that selling to developers feels less like a battle.

  1. Treat data like a product where a core end user is the go-to-market side of the team.
  2. Map your customer’s journey from discovery to expansion and track it religiously.
  3. Don’t overthink it.

Treat data like a product

Credit belongs to : www.techcrunch.com

You May Also Like

Indian online insurer PolicyBazaar files for IPO, seeks to raise over $800 million

Indian online insurance aggregator PolicyBazaar has filed for an initial public offering in which it is seeking to raise $809 million, becoming the fourth startup in the past two months from the South Asian market to explore public markets. In papers submitted to the market regulator in India, PolicyBazaar said it is looking to raise […]

Indian edtech Unacademy valued at $3.44 billion in $440 million fundraise

Indian online learning platform Unacademy has raised $440 million in a new financing round as investors double down on the South Asian market and elsewhere following a widening series of regulatory crackdowns in China that wiped hundreds of billions of dollars last month. Temasek led the Bangalore-based startup’s new financing round — Series H — […]
error: Content is protected !!