Developer Marketing and Developer Relations – education, skills, reporting

On the road to my August 2017 DevRelate webinar, “Developer Marketing & Developer Relations – Similarities & Differences“, August 8 & 10, I am putting together background research and information about several high level aspects for each team member. In this blog post I am starting with a focus on education, skills and organizational reporting. Take a look at each of the aspects and let me know what you think about the details related to your own experiences and knowledge of industry experts you interact with. In subsequent blog posts I’ll drill down into roles, responsibilities, work done, audiences, metrics, ROI and other aspects.


In looking at a wide range of Developer Marketing and Developer Relations practitioners active in the technology products, devices, platforms and services, I’ve found common characteristics, degree attainment, and focus areas. Of course there are many journeys that we take to get to a specific Developer Marketing and Developer Relations position. Do these educational backgrounds resonate with you and others you know?

  • Developer Marketing: BA, BS, MA, MS, MBA and/or PhD in Marketing, Communications, Business Administration, Economics, Public Relations, Journalism, Computer Science, Software Engineering, International Business, Management, Finance, Creative Writing.
  • Developer Relations: BA, BS, MA, MS and/or PhD in Computer Science, Software Engineering, Electrical Engineering, Computer Engineering, Mathematics.



In the wide array of skills and experiences, you can often find some of the following listed for Developer Marketing and Developer Relations team members. There can be a wide range of past experiences, job history and interest areas. Some differences can be traced to the industry, product, service, device, platform or other positions held by each member of the developer outreach team.

  • Developer Marketing:  Messaging, Writing, Demand Generation, Marketing Campaigns, Go To Market Strategies, Budgets, Branding, Social Media, Events, PR, AR, Advertising.
  • Developer Relations: Programming, Public Speaking, Demonstrations, Webinars, Videos, Developer Advocacy/Evangelism, Technical Writing, Blogging.


Ideal Report To

Depending on the size and complexity of the company, products, services, devices, platforms and other technology areas, Developer Marketing and Developer Relations leaders and team members would ideally like to report to one (or more) of the following executive level members and organizations.

  • Developer Marketing – report to the CMO as part of the Corporate Marketing organization.
  • Developer Relations – report to the CTO and be part of the Software Engineering organization.


Are there other education, skills and organizational reporting aspects that you’ve experienced or found?

There is never a college degree, experience level, job history and organizational structure that fits neatly for all Developer Marketing and Developer Relations professionals in each industry and company for today’s software, devices, platforms and services world. In looking at my network of friends and job requirements postings, I’ve found any number of additional aspects that could be (should be) included. Send me an email with your own experiences and history and I’ll consider them for the  upcoming DevRelate webinar in August.


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David Intersimone “David I”
Vice President of Developer Communities
Evans Data Corporation
Skype: davidi99
Twitter: @davidi99


Time for Developer Summer School?

When the Northern Hemisphere enters the summer season, developers might head out on vacation to take a break from the 24×7 world we live in. To keep developers interested and active in your community companies often offer “summer school” and other events. For Southern Hemisphere locations, you can do the same six months from now (you’ll be ahead of the date curve). There are many events you can create that will help developers catch up on latest technologies, APIs, and methods.


Qlik Summer School 2017

One recent example is Qlik’s Summer School 2017. Qlik says that the summer school offers “webinars covering in-depth technical sessions, best practices updates and even a glimpse into Qlik’s product future. It’s an incredible opportunity to boost your analytics skills during the summer months. The Qlik Summer School presents a customizable program of webinars designed to help you unlock your organization’s data-driven possibilities. Save your spot today, and then join at anytime from anywhere with an internet connection.” Check out the agenda for the 3 tracks.



Other Ways to Help Developers Keep/Catch Up

There are many other ways to allow developers to keep up and catch up. Here are a few ideas that are sure to help developers carve out a few hours during their summer schedule.

  1. Create a list of past webinars and links that are available on-demand. You might find that some developers were too busy with work to attend some of your events from the Winter and Spring quarters.
  2. Organize a self-study reading list of blog posts, quick start guides, eBooks, and white papers. It’s very possible that developers will have some time on airplanes, early mornings and late evenings to catch up on their technical reading.
  3. Write up a list of software development “challenges” with prizes for those who complete them. Create a series of short programming contests throughout the summer that will let developers do some quick coding and learning while they are on vacation.
  4. Schedule a developer conference or meetup at a “destination” location. If you want to attract developers with families (Evans Data research shows that 77.9% of developers are married), hold events at some of the top vacation locations. Schedule short developer sessions in the early morning or late evenings to allow for time with family during the day.
  5. Plan maker fairs and hackathons while students are out of school and able to spend time with your products, services and devices.
  6. Record audio podcasts, interviews and thought provoking technology information that can be listened to while relaxing poolside or during car, train and airplane parts of summer trips.
  7. Have your Developer Relations team members hit the opposite hemisphere where developers are still working. Schedule meetups, customer meetings and events in the Southern Hemisphere. Developers down under, Brazil, South Africa and other countries are still at the office and working.

Your Developer Relations Team Members need Time Off Too!

While your developer community members are taking time off and using the time to catch up on some reading and other technology fun, remember that your developer relations team also needs to take a break. Make sure your team members have reading lists, thinking items, and technology exploration areas. There’s always a few spare minutes when your team is not white water rafting, swimming, touring, scuba diving, hiking, biking and sightseeing.

If you’re not sure what to read each summer, check out Bill Gate’s “5 Good Summer Reads” on his Gates Notes site. Before the start of summer, Bill has been listing five books you should consider reading. Check out his summer 2017 reading list.


One other way to give you developer relations team members a break is to allow them to help out at a programming summer camp or hold a camp at your offices. There are many programming camps for elementary school, high school, college and adults. There are also cruise ships that offer programming education including CoderCuise (July 16-23, 2017) sailing out of New Orleans. Your DevRel team members can be presenters and/or attendees 😀

Do you have other ideas for how to keep your developer community active during summer vacation months?

If you have your own summer schedule of developer outreach activities, send me an email with what works best for you.

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David Intersimone “David I”
Vice President of Developer Communities
Evans Data Corporation
Skype: davidi99
Twitter: @davidi99

I just got back from Cisco Live in Las Vegas, Nevada

I spent the past few days in Las Vegas for the Cisco Live 2017 C-Scape industry analysts meetup. I had two days (thankfully in air conditioned rooms and buses) of meetings with executives, leaders of product groups, and customers in general sessions, round table discussions and one on one meetings. I also attended the opening keynote with Cisco CEO Chuck Robbins and had the pleasure to witness his sit down conversation with Apple CEO Tim Cook. There is plenty of news about Cisco’s announcements, products, and technologies in the news, so I won’t repeat those sorts of things here. This DevRelate blog post is focused on how Developer Relations outreach can be multiply integrated into a company’s in-person conference.




Best Practices for an Integrated Developer/User Event

At most technology company conferences, you already have most of your executives, product managers, marketing specialists, and technology gurus. Combining partner, analyst, partner, ecosystem and press meetings into the same location makes a lot of sense. Cisco did a great job of bringing us into the middle of their conference including meetings with customers who talked about their success stories. We had plenty of time to ask questions during the meetings as well as during informal conversations during dinners later in the evening.

I got to hear from customers during some of the general sessions and round table discussions. While it is always good to talk with members of the teams, it is a special pleasure to be able to listen to and ask questions of customers and their experiences.

I really enjoyed the discussions with Michael Giresi, CIO of Royal Caribbean about how extended teams work closely together to enhance their customer’s experiences with project teams that include IT, DevOps, Business, Product, and Developer members. From my notes he said “it is about the team being accountable for the complete solution – embedding accountability for the complete experience versus just the application experience. Assign ownership for the performance of the whole solution – assign the right people to the ‘whole team’. The concept of applications and infrastructure being separate is nuts! The old way doesn’t work anymore.”

I also got to talk with Michael Sherwood, Director of the Department of Information Technologies for the City of Las Vegas about the implementation of their Smart City plans to include IoT, Open Data and Developer APIs. Michael even sent me a follow up email yesterday with additional information and links.

It was very clear that software, developers and APIs were front and center in just about every hardware and software product presentation and demonstration. Integrating a very active Cisco DevNet Zone in the convention center with class rooms, hands on workshops, and cool developer solutions also reinforced the theme of developers at the center of everything. While developers often think of APIs for platforms, frameworks and services, Cisco also demonstrated the openness of programming at the ASIC level.

When you are planning  your conference, you can leverage your company and team members investments to the maximum by integrating your whole “extended” ecosystem – technology, marketing, research, partners, analysts, experts, authors, consultants, developers, thought leaders, trainers, educators, and others to orchestrate a complete event. For those technology and software companies that integrate and add value, you can also be a part of the larger story during the event. I am probably already preaching to the choir, but piggy-backing on an event to reach out to a larger developer audience is always a good thing.




Just before I left the Cisco DevNet Zone and the convention center, I stopped by the Cisco DevNet Opportunity Project pod. Cisco DevNet is encouraging developers, companies and others to get involved to “unleash the power of data and technology to expand economic opportunity in communities nationwide. To create solutions that help families, local leaders, and businesses access information about the resources they need to succeed.” Find out more about the US Department of Commerce Opportunity Project at



While it was extremely hot outside in Las Vegas this week (glad to be home in the cool environment of Monterey Bay), it was also extremely beneficial to see the awesome team at Cisco and the wide array of tech companies and developers working together to move our industry forward. I hope that you all have success in your future events whether they be small, medium, large, extra large or XXXXL.

What are your Best Practices for a Completely Integrated Developer Event Experience?

If you have your own best practices where you integrate multiple audiences, partners, press, analysts, users, developers and others in your events, send me an email with what works best for you.

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David Intersimone “David I”
Vice President of Developer Communities
Evans Data Corporation
Skype: davidi99
Twitter: @davidi99

Webinar – August 8 & 10, 2017 – Developer Marketing & Developer Relations – Similarities & Differences

This DevRelate webinar explores the similar and different roles and responsibilities of Developer Marketing teams and Developer Relations advocates. While there are common elements and overlap for both groups, there are also important differences. Technology companies sometimes group developer marketing and developer relations into the same organization while others separate the two into marketing and technology organizations.

Evans Data reaches out to its global developer panel to produce two annual tactical marketing reports: Developer Marketing Survey Report and Developer Relations Survey Report. The Developer Marketing Survey contains software developers’ attitudes about marketing tools and programs used to promote and sell products to them. This report provides invaluable insight for your developer marketing campaigns. The Developer Relations Survey examines issues and elements of developer programs. This report provides invaluable insight for your developer program and advocacy.

During the webinar several aspects of Developer Marketing and Developer Relations will be highlighted including: education, background, skills inventory, reporting structure, best practices, work items, audiences, metrics and more.


  1. Developer Marketing and Developer Relations
  2. Team members: background, education, skills, reporting
  3. Roles, responsibilities, work done/shared
  4. Audience(s)
  5. Metrics and ROI
  6. Q&A


Note: This webinar is offered several times. Select the date and time that works best for you using the drop down list on the GoToWebinar registration form. You can also see the webinar times shown in your time zone on the GoToWebinar registration form.

Tuesday, August 8, 2017

  • 7am PDT (Santa Cruz) | 9am CDT (Chicago) | 10am EDT (New York) | 2pm GMT | 3pm BST (London) | 4pm CEST (Frankfurt)
  • 10am PDT (Santa Cruz) | 12noon CDT (Chicago) | 1pm EDT (New York) | 5pm GMT | 6pm BST (London) | 7pm CEST (Frankfurt)
  • 5pm PDT (Santa Cruz) | 8am CST (Beijing Wednesday, August 9) | 10am AEST (Sydney Wednesday, August 9)

Thursday, August 10, 2017

  • 7am PDT (Santa Cruz) | 9am CDT (Chicago) | 10am EDT (New York) | 2pm GMT | 3pm BST (London) | 4pm CEST (Frankfurt)
  • 1pm PDT (Santa Cruz) | 2pm CDT (Chicago) | 3pm EDT (New York)


Register Now to Reserve your Seat:


Who Should Attend

  • Managers & Directors of Developer Programs
  • Technology & Developer Evangelists
  • Business Development Managers & Directors
  • Product Marketing Managers & Directors
  • Marketing Managers
  • Product Managers
  • Research Managers
  • Corporate Communications Managers
  • Heads of Developer Marketing
  • ANYONE who deals with developers!


Register Now

Note: The webinar repeats on multiple days and times. Choose the date and time that fits your schedule.



David Intersimone “David I”, Vice President of Developer Communities, Evans Data Corporation

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Non-industrial Commercial Deployments Top Developers’ IoT Targets

In past DevRelate blog posts, I’ve covered Developer Relations outreach for both consumer, commercial and industrial IoT. In my home I have consumer grade smart thermostats, motion detectors, lights, and water leak detectors. The Evans Data Internet of Things vertical research service focuses on developers working on projects for connected devices in the Internet of Things, whether they’re for transportation, home automation, smarter cities, retail, industry or any other type of interconnected applications.

Top IoT Development Targets

Today, Evans Data reported that more developers (57%) working on Internet of Things projects are targeting deployments related to commercial but not industrial implementations than any other type, according to Evans Data’s recently released Internet of Things Development Study. These include implementations such as healthcare, eCommerce, retail and finance. The survey of 840 developers worldwide who are actively working on Internet of Things projects also showed that 52% were targeting consumer directed implementations such as connected home, consumer wearables, transportation, and so on, while 43% target industrial deployments. Many of the categories are not mutually exclusive and developers could select as many as applicable. On average developers selected 1.4 categories.


Those developers in the APAC region were more likely to target consumer deployments, while those in EMEA and North America showed a preference for commercial non-industrial implementations.

“Just a little while ago when we looked at IoT targets the field was dominated by industrial implementations,” said Janel Garvin, CEO of Evans Data. “Today we don’t see less industrial targeting, but what we do see is more awareness, excitement and thus targeting towards other categories of IoT implementations. This is a natural sign of the whole IoT development industry evolving and becoming more mature.”

A drill down into the popular consumer category showed that primary targets are: business to consumer ecommerce, entertainment/infotainment, security and surveillance, and connected home / home appliances.

Evans Data Corp’s Internet of Things Development Study is part of the continuing Internet of Things Vertical service which is published year round studying developers working on internet of Things projects and their applications. It covers a broad range of aspects including:, The IoT Landscape, Demographics, Firmographics, Platform Adoption, the IoT Development Lifecycle, Complementary Technologies to IoT, Technology Adoption and more.

See the complete Table of Contents and Methodology here: Table of Contents

Does your Developer Relations Program focus on IoT developers and development?

I would love to explore your consumer, commercial and industrial IoT focused developer programs. Send me an email with your developer program URL so that I can join and take a look.

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David Intersimone “David I”
Vice President of Developer Communities
Evans Data Corporation
Skype: davidi99
Twitter: @davidi99

World Wide Population of Young Developers, age 30 and younger, Tops 5.5 million

Back in April 2017, Evans Data recently reported that “Software Developers Getting Younger, More Gender Diverse“. The median age of today’s software developers has decreased overall on a worldwide basis and the number of women developers has increased, according to Evans Data’s recently released Developer Marketing 2017 survey report. This week, Evans Data reports that the world wide population of younger developers age 30 and younger has topped 5.5 million according to Evans Data’s newly released Developer Population and Demographics Study. The bi-annual study builds on over ten years of trended data, exhaustive primary and secondary research and a sophisticated model to estimate current developer populations and make projections for the future.

Younger Developers

I can remember seeing more younger faces in my audiences during my many visits to developers in South Korea, China, Japan, Russia, Brazil, Costa Rica and Argentina. While I would also see older developers on all of my stops, especially in the US, Germany and UK, it was always energizing to see so many new and young developers.

I also have had numerous opportunities to visit college campuses and see the next generation of developers learning new technologies, methods, languages, platforms, services, devices and frameworks. I always feel younger, when I step into a computer science and software engineering lab at a university, college, coding boot camp, hackathon and meetup. For any developer relations professionals who are feeling tired or a bit older, go visit a coding camp or a college campus on one our your tours. You’ll forget the miles and lack of sleep.

In the opening session at this week’s Apple’s World Wide Developer Conference (WWDC 2017), CEO Tim Cook showed two pictures of iOS app developers. The youngest was from Australia aged 10 years old with 6 apps in the app store. The other developer was from Japan with one app in the app store and was 82 years young.


Global-DevPop2017v1 Younger Developers
Developers 30 and younger account for more than a million more developers than those older than 45. However, the largest concentration of developers is between 30 and 45 years of age. The APAC region has a particularly large percent of developers in the youngest age categories, while developers in North America and EMEA tend to be older.

Also by 2021, India is projected to be the country with the largest software developer population worldwide, topping the United States, which currently has the largest countrywide developer population. China is projected to continue to be third in developer population. Both growth predictions when coupled with the current relative ages by region show a rejuvenation of the software development community worldwide.

“It’s natural to see the population numbers of young developers increasing in the emerging regions,” said Janel Garvin, CEO of Evans Data Corp. “Not only are they younger in comparison to other regions, but those emerging regions are showing a total population growth rate that is higher than the EMEA region or North America.”

Evans Data Corp’s Global Development Population and Demographics Study is the de facto standard in developer population estimates. The study, which is now in its 22nd edition, estimates not only current software developer populations across four major regions and forty different countries, but also overlays global primary research onto the population numbers to show numbers of developers forecast to adopt technologies now and in the future.

See the complete Global Developer Population and Demographic Study 2017 Vol. 1 Table of Contents and Methodology here: Table of Contents.

Evans Data recommends clients use this survey in combination with it’s companion survey series; the Global Development Survey series, in order to completely understand the full scope and complexity of the developer layout worldwide. Knowing the demographic, firmographic and psychographic  makeup of your developer population, their interests, and their use of technology will help you tailor your developer marketing outreach worldwide, regionally and locally.