B2D marketing behaves totally different than any other form of marketing …

If everybody talks about PLG, Open source, devtools, devrel, dev marketing, or devops lately, that’s because we are living in the “shift everything left” transformation era.

Modern, cloud-native organizations are NOT following the same practices as legacy enterprises. They evolved differently from the inside to push velocity to its highest possible standard. Siloed teams made room for more collaborative practices and a lot of the practices that were owned by the CISO or IT organizations, moved to live under the engineering organization.

Marketing has also shifted to focus on developers, whom, as we all know are completely different creatures

What makes dev marketing so different?

Developers have evolved, over the years, to trust communication channels and jargon that are much different than the “regular” B2B style:

Lead-gen is usually not the main KPI. You can think of open source as the opposite of traditional lead capture – developers don’t convert to leads by consuming gated content as other segments do. They will first want you to let them experience and use your product for ‘free’

Channels such as LinkedIn will not necessarily be relevant here or at least will have a smaller weight in the overall social media mix. They are completing work in dev communities which are usually supported or managed by devRel or dev advocacy.

Marketing must learn how to provide (and prove) its ROI in a world with broken attribution. In dev tools companies, you are rarely able to close the loop between the initial user acquisition and the user LTV. It’s a major obstacle that dev marketers must know how to win over.

Marketers for dev tools companies should know how to get along and collaborate with DevRel or dev advocacy and how to leverage their strengths.

Dev communities are amazing, but they can smell mediocrity from afar and they have no mercy. Dev marketers follow different rules when they operate in such communities.

The balance between different marketing activities is different. Marketers should set a different blend for B2D audiences. For instance, SEO is usually very important, but there’s no point in focusing on whitepapers.

Content behaves differently as well. The ‘docs’ area in the website is one of the most important assets to work on, blog content should be a mix of thought leadership and a lot of technical content, and technical content should be distributed in dev channels such as dev.to, Dzone, Thenewstack, Reddit or alike.

In a PLG world, the product itself, be it an OSS or cloud, must convert active users to become paying ones. Marketing must acknowledge this, and know how to work with the product.

PPC and paid campaigns? Yes, of course. but different here as well.

We can go on and on, but at this point, you should have a solid idea of how B2D marketing is different and why it requires specific experience.

KEY COMPONENTS IN OUR DEV TOOLS / DEVOPS MARKETING MIX

Strategy and planning
We start by fully understanding the KPIs and different stakeholders. We also set expectations around the ROI that we would generate, how and what we would measure, R&R between us, the devRel, and the product, and we also setup the collaborative processes. The strategy includes CMO-level consulting, planning of launches, and building impact marketing architectures.

Content
We complete the technical content by producing thought leadership content that is tailored to dev. We ensure that all the written content is updated on the website, and is promoted across relevant channels. We also collaborate with devRel to ensure that the content we create is promoted in dev communities.

Social
We own the company pages in multiple channels as well as the personal pages of the key company stakeholders (for thought leadership). We post in multiple channels, we increase connections and followers, we analyze the quantitative impact and we build reports to show the progress

SEO
We run multiple SEO activities including extensive keyword researches, onsite optimization, backlinks operation, and more.

Paid media campaigns
We run smart campaigns on Reddit, Facebook, Google ads, LinkedIn ads, and additional channels to support our KPIs and direct developers to the website, measuring their journey to the open-source, free forever cloud versions or alike.

Additional marketing activities include
Website creation and maintenance, events management, PR, sponsorships, product marketing, marketing automation, and more.