B2B developer marketing? It’s complicated.
Columnist Josh Aberant has practical advice for navigating when your target audience extends beyond the people crafting code.
We’ve covered a lot of ground thus far in terms of how to market to developers, from how to deploy content marketing to the importance of not making assumptions about them on the basis of the developers you may happen to know.
I’ve got a pretty vital word of advice to add to all of that: When you’re marketing to developers, never forget the fact you’re not just marketing to developers.
Who are you really selling to? Code or software design isn’t ever standalone. It’s part of something bigger: a product, whether it’s an app or an enterprise platform.
Beyond that, you may have to consider your potential customer’s product as being part of something even larger: the company that’s bringing it to market, or a developer ecosystem or user community built around it.
So developers aren’t your sole audience. There are others who’ll have a voice in the purchase process, and you need to figure out who they are — and how to engage them, too.