what is business to developer marketing or b2d

© Wireless Industry Partnership Connector Inc.

WHAT IS BUSINESS TO DEVELOPER MARKETING OR B2D

API Strat Conference September 26, 2014 Chicago Caroline Lewko, WIP caroline at wip dot org


Targeting “All Developers” is not an effective Strategy


http://onebigphoto.com/a-long-tail-of-stingray/

We’re targeting the

“Long Tail” That’s not an effective strategy either as still too broad.


Where to Start?

How many developers are out there anyway??


# of Developers

• IDC: 18.5 million Software Developers • EDC: 18.2 million Developers • Plumbre: 43 million Software developers

https://plumbr.eu/blog/how-many-java-developers-in-the-world

• Stackoverflow: 26.9 million monthly Visitors • WIP: Over 50% of developers visit SO every

week → Developers=>50 million

https://plumbr.eu/blog/how-many-java-developers-in-the-world�


Who is NOT?


Individuals/Companies Coders/Suits

Students/Pros Big companies/small companies

Independents/Brands Developers/designers/backend experts/DB and analysis

Android/IOS

Truths: • There are lots of different types of

developers out there. Who is most important to you?

• Different groups have different needs and desires, and need different messages.


You don’t have unlimited resources. Filter & Group based on relevant characteristics.

Each needs different marketing messages and activities.

That’s Segmentation.

Developers aren’t all the same.


Let’s Make a Shoe


Did you dream any of these exact ones?


You are the rubber, wood and the glue. How do you:

1. Incite imagination to create? 2. Provide directions and context to build a viable product? 3. Have an end goal where everyone wins?

It’s Co-Creation

http://www.madehow.com/Volume-4/Wooden-Clog.html

http://www.madehow.com/Volume-4/Wooden-Clog.html�


They aren’t all creative & they can’t read minds.

So help them paint the picture.

The Myth of Developers

http://upload.wikimedia.org/wikipedia/commons/e/ef/Modern-Trade-Painter.jpg


http://vimeo.com/ddx/

We’re dealing with genuine, passionate

people (with high Bullshit detectors)

Truths: • Keep things real. Don’t make big

promises you can’t back up. • Want to win over a developer? Ignite

their passion and creativity. • Want to lose a developer? Feed them

some BS so they can call you out.


Its about learning Devs like to learn, are curious,

and learn by doing. By all means, give them the opportunity

to do that.


Make it simple & get your sh*t together .

Let them concentrate on creativity.

Truths: • Time is a developer’s currency. • It should be spent on productive and

rewarding activities, not tedious tasks. • Be easy to work with, not hard to

maneuver around.

© Wireless Industry Partnership Connector Inc. http://startupquote.com/

Peer to Peer

Truths: • Your best developer marketing

tool is developers. • Your word doesn’t mean

anything compared to the word of a friend or colleague.

• Support your developers who spread the word and help their peers on SO and elsewhere.


Find, embrace and learn from early adopters. Reward

champions.

Truths: • Developers want to be the first to know,

but not necessarily the first to try. • Incent early adopters to take the plunge. • Recognize community members who

lead the way for others – and they’ll keep doing it.


Its about Community – Join it

Truths: • You can’t build a community without

being a part of it. • Get to know your developers – and let

them get to know you. • Don’t keep your program as part of a

faceless company, make things personal.


Ecosystem is key, your sustainability is only as strong as your ecosystem and community.

Truths: • Your strength comes from your support. • That support is built and earned. • Support doesn’t come from a large

audience, it comes from a strong community.


You can’t own developers Truths: • They can be part of your mailing list (but don’t have

to be) • They can sign up to your website (but don’t have to) • They can use your tools (but don’t have to) • They can come to your events (or not) • They can read your tweets (and not comment on

them)

You can’t own your community, or its members, or decide where it begins and ends. It’s made up of who know you, that share your values and interests and are in your sphere of influence.


Its about people. They are special and you have to have someone special too

(they are called evangelists).

Truths: • You need the right team in place, few

people have a more important role than your evangelists.

• Your evangelist is your link to your community – don’t forget this.


Marketing is Everyone’s responsibility


INNOVATION

Starts with Developers

Let us Build your Developer Ecosystem Strategy, Onboarding, Outreach, Events

Caroline Lewko, CEO

Caroline at WIP dot Org www.wipfactory.com

Vancouver, Canada – Austin, USA – Barcelona, Spain

http://www.wipfactory.com/�

what is business to developer marketing or b2d

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