Title: A Gentle Introduction to Developer Personas and Segmentation
Software developers can be divided in segments based on many factors. These might be how they make their money, who their users are, which technologies they use, or what their motivations are for selecting a particular technology. They may be discovered as they naturally occur through cluster analysis, or they may be pre-defined to fit categories.
This webinar will give attendees a gentle introduction to the elements that go into defining developer personae that are right for a company and its products. Developer Relations and Developer Marketing team members that attend this webinar will start to learn about the advantages of understanding the natural developer personas within your target market and show you the elements that go into defining developer personae that are right for your company and products. Regardless of what you might have heard developer personae are not one-size fits all.
- Why create personas?
- Identifying elements
- After the personas, what’s next?
- David Intersimone “David I”, VP of Developer Communities, Evans Data Corp.
- Michael Rasalan, Director of Research, Evans Data Corp.
Dates / Times:
Tuesday, April 24, 2018
- 7am PDT (10am EDT, 3pm BST, 4pm CEST)
- 1pm PDT (4pm EDT, 9pm BST, 10pm CEST)
- 5pm PDT (8pm EDT, 8am Beijing CST Wednesday April 25, 10am Sydney AEST Wednesday April 25)
Thursday, April 26, 2018
- 7am PDT (10am EDT, 3pm BST, 4pm CEST)
- 10am PDT (1pm EDT, 6pm BST, 7pm CEST)
Note: Since this webinar takes place on several days and at multiple times, please register for the date and time that works best for you:
Who Should Attend?
- Managers & Directors of Developer Programs
- Technology & Developer Advocates
- 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!
After registering, you will receive a confirmation email containing information about joining the webinar.
As a follow up to my recent DevRelate webinar, “Internal Evangelism and Enablement to Support your Developer Program”, several members sent me some of the things they do to keep executives and stakeholders up to date on their Developer Relations Program activities.
Meetings and Communications with Stakeholders
- Internal bi-weekly stakeholders calls (across business / geographies)
- Informing the sales organization about DevRel activities and new assets
- With emails, always include an “executive overview” at the top with 3-4 “business insights”
- Keep an up-to-date “presentation deck” that summarizes key work items and measures of success
- Thank stakeholders and other employees who help DevRel
- Developer Advocates specifically allocated to internal business groups
- Have team members give internal presentations to departments/groups/stakeholders
- Trip reports with findings for what your internal teams care about
- Automated dashboard reports – membership, news, events, leads, sales
- Quarterly reconciliation of developer activities with closed sales deals
- Monthly internal newsletter
- Internal forums/channels for communications, news and answers
- Two minute summary videos for each event/activity
Thank you to all those who sent along lists of things you do to keep your internal evangelism ongoing and active.
If you and your Developer Relations team have things you do to keep fellow employees (not just direct reports or exec stakeholders) informed about what you and developer outreach are doing, send me an email with your list.
This blog post includes additional information and links used in this week’s DevRelate Webinar “Internal Evangelism and Enablement to Support your Developer Program“. Developer Relations team members spend most of their time doing external evangelism to their developer community and prospects. At the same time, it is even more important to have an active and ongoing focus on internal evangelism to keep key stakeholders and departments aware of what you are doing while eliciting their help and guidance for your efforts. To some, it might seem like quite a task but it can be accomplished by setting up enabling internal technologies and systems to make it easy for employees beyond your developer relations team to support your efforts. This webinar will cover multiple ways for you to keep your company up to date while garnering their continued support and provide assistance with your content generation and activities.
The information and ideas contained in this webinar come from years of evangelism experience and also feedback from multiple Developer Relations professionals who are DevRelate members.
Topics Covered in this webinar
- The Value of Internal Evangelism
- Internal Community Newsletter
- Events “Tag Along”
- Trip Reports
- Pictures/Stories on the Office Walls
- Internal Webinars/Briefings/Lunches/Calls
- Awards Voted by Employees/Stakeholders
- Employees as Community Members
- Community Member Advisory Board
- Encourage Top Members to Visit
- Internal Dashboards/Channels/Systems
If you have additional ways that you do internal evangelism inside your company, send them along to David I for inclusion in this blog post.
14th Annual DevRel Conference March 26-27, 2018 – Palo Alto, CA
Two full days of sessions, round tables, workshops and networking events. Join top developer program managers as they share insights from some of the most successful programs in the industry including: GE, Oracle, RedHat, DocuSign, Ford and leading keynotes from IBM, Intel, Google and Guy Kawasaki join Janel Garvin, CEO of Evans Data Corp.
Developer Relations Boot Camp – Sunday March 25, 2018
The Evans Data Corporation’s Developer Relations Boot Camp provides a solid foundation on which you can build or enhance your developer program. Concentrated sessions in this one-day instructional program provide the insight and actionable information you can use to build your brand and establish strong relationships with your developer community.
New Interactive Workshops!
After each session Boot Camp attendees will break into teams to work on projects related to each topic. Each team will report back to all attendees and discuss their findings and solicit feedback.
Benefits of attending the Boot Camp
- Grow your developer community with the right members
- Use best practices to drive business success
- Reduce your DevRel costs and Increased your Program’s Scalability
- Improve developer experiences on your Community site
- Leverage developers to increase business value
- Satisfy developer pain points
Boot Camp sessions
- Program Strategy, Getting Buy-In and Framework for Success
- Essential Developer Program Basics
- Know Your Developers: Developer Personas and Segmentation
- Crafting a Win-Win-Win Strategy for your Developer Program
- Best Practices for Successful Developer Relations Programs
- Effectively Communicating with Developers
In an event unlike any other, developer relations experts from leading companies in the software, telecom and web markets will come together at the 14th Annual Evans Data Developer Relations Conference, March 26-27 at the Crowne Plaza Hotel in Palo Alto California, to discuss best practices and reveal the techniques behind their success!
New this year: Interactive Workshops
In addition to six keynote presenters and multiple breakout sessions, this year we have also scheduled four interactive workshops during the conference. Each conference attendee will choose to participate in two of the four workshops being held on Tuesday, March 27 at 9am and 10am.
These four workshops will provide accelerated learning for conference attendees to work together to:
- Build a marketing action plan that creates a sustainable and diverse developer foundation
- Craft a practitioner content marketing strategy
- Learn how to segment a developer population that will allow you to expand your reach
- Plan the launch of an online developer community that is sure to be a success
Workshop Sessions, Dates/Times, and Leaders
Here are the four workshop sessions, the date/time when they take place on Tuesday March 27th, and an abstract that describes the workshop in more detail. You can also click on the workshop leader’s name to see their biography.
Workshop: Sustainable Growth Marketing: Building a Developer Ecosystem that Lasts
Date/Time: Tuesday March 27 – Track 1 Room – 9:00am
Workshop Leader: Kristen Scheven, AngelHack – Chief Marketing Officer
People throw around the term growth hacking often, but very rarely does it lead to community growth that lasts. During this workshop, we’ll build a marketing action plan that focuses on creating a sustainable and diverse developer foundation through content marketing, email drip campaigns, developer outreach and complementary innovation programs.
Workshop: The A to Z of Practitioner Content Marketing
Date/Time: Tuesday March 27 – Track 1 Room – 10:00am
Workshop Leaders: Yolanda Fintschenko, Ph.D., Fixate IO – Co-Founder and Chris Riley, Fixate IO – Co-Founder
In this workshop, we will define practitioner content marketing and how it compares to public relations, demand gen, and influencer marketing. We will then build a practitioner content marketing strategy with workshop participants.
Marketing is moving from using a megaphone to creating targeted conversations. Developers do not respond well to traditional marketing, but they also do not want to be the last to know about features, functionality, and techniques. They look for vendors that can impart technical value with each piece of content they put out and ignore obvious product promotion pieces unless they include content that makes tool or technique adoption easier.
Having these targeted technical conversations requires a new strategy — practitioner content marketing. Practitioners who sit outside your organization but are willing to put their name on content for your organization is more credible, results in better quality leads, and increases your company’s share of voice in conversations important for your industry segment. Practitioner content market is a way to let the market, prospects, and customers know that you speak their language and can provide value beyond features and functionality.
Workshop: Benchmarking Developer Program Offerings and Quantifying User Satisfaction
Date/Time: Tuesday March 27 – Track 2 Room – 9:00am
Workshop Leader: Michael Rasalan, Evans Data – Director of Research
To accurately target the developer market for your tools and services, segmentation is vital. This is commonly done by classifying developers by the types of applications they create. This typology is valuable and delivers results focused on developer targets, but sometimes you might want to look at developers by other segments.
This interactive workshop looks at how various ways to segment the developer population and provides a jumping off point for examining developers that will allow you to expand your reach.
Workshop: Building the Ideal Developer Community
Date/Time: Tuesday March 27 – Track 2 Room – 10:00am
Workshop Leader: Matt Schmidt, DZone – President
A key component of a mature developer relations strategy is the effective use of community. How do developers on your team communicate and collaborate? What is the average amount of time it takes them to get answers? What if you could reduce the amount to time your team spends hunting down resources and resolving issues? A productive and engaged developer community can help your company reach its goals faster and cheaper, but it doesn’t happen overnight.
Attend our workshop for a hands-on planning workshop that walks attendees through the process of launching an online developer community that is sure to be a success.
Additional Conference Links
See you at the Crowne Plaza Hotel in Palo Alto for this one of a kind conference that brings together developer ecosystem strategists, developer marketing, and developer relations professionals to meet, exchange ideas, forge partnerships, and share insights on developer ecosystem development.
It’s commonly thought that IT professionals and MIS Managers make the decisions when it comes to Cloud purchases, but a recent worldwide survey of software developers who are actively developing in and/or deploying to the Cloud shows that it is the software developer who is most likely to call the shots when it comes to Cloud infrastructure or tools. When asked about this, 58% said they are the primary decision makers, while another 22% are on a committee that makes those decisions. Only 20% have little or no influence.
When it comes to finding out about IaaS offerings, developers are most likely to go to search engines and search engine ads, however they most likely to gather information about PaaS offerings directly from vendors via websites, white papers, advertisements, etc.
“Developers absolutely have a great deal of influence in which Cloud platforms and technologies are being adopted,” said Janel Garvin, CEO of Evans Data Corp, “After all, they are the ones that will be using the tools and infrastructure and they always have strong opinions about what will work best for their circumstances.”
The biggest obstacle cited by 38% of these developers in their hunt for information to guide their Cloud purchases is that the technical information available assumes they already have Cloud knowledge. The next most often cited obstacle is that the technical content is often buried in marketing material (33% cite this).
The new Cloud Development survey is exclusively focused on developers who develop in and/or deploy to the Cloud. The 205 page reference covers topics such as; Motivations for Using Cloud, Building an Environment for cloud, Understanding Terms and Services, Approaches to Building in the Cloud, Cloud Services Evaluation and Implementation, Containers and Containerization, BlockChain, and other topics. Margin of error is 4.5%
See the complete Table of Contents and Methodology here: Table of Contents
Lessons Learned for your Developer Program
Using the results of the recent Cloud Development Survey report and other Evans Data developer focused research, you’ll know what to focus on for your developer program deliverables, “The Four T’s”, Technical Support, Technical Information, Training, and Tools & SDKs. Developers tell Evans Data that they stay in a developer program for the same reasons they joined. This also means that you need to ensure that you provide multiple entry points, based on experience level, for developers to learn how to use your tools, SDKs, APIs, devices, platforms and services.
About Evans Data Corporation
Evans Data Corporation provides regularly updated IT industry market intelligence based on in-depth surveys of the global developer population. Evans’ syndicated research includes surveys focused on developers in a wide variety of subjects.
Copyright 2018 Evans Data Corporation. All other company names, products and services mentioned in this document are the trademarks and property of their respective owners.
At the upcoming 14th Annual Evans Data Developer Relations Conference (DRC2018), Guy Kawasaki will participate in a “Fireside Chat” with David Intersimone “David I”. During the keynote, David I will ask Guy Kawasaki a series of questions covering developer relations best practice and experiences. They’ll also take questions from conference attendees. This keynote session will take place on Tuesday, March 27 at 11:15am at the Crowne Plaza Hotel in Palo Alto California.
Guy Kawasaki was chief evangelist of Apple and David was chief evangelist for Borland/Embarcadero Technologies’ Developer Tools Group.
About Guy Kawasaki
Guy Kawasaki is the chief evangelist of Canva, an online graphic design tool. He is on the board of trustees of the Wikimedia Foundation, a brand ambassador for Mercedes Benz USA, and an executive fellow of the Haas School of Business (UC Berkeley). He was also the chief evangelist of Apple. He is also the author of The Art of the Start 2.0, The Art of Social Media, Enchantment, and nine other books. Kawasaki has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.
Guy on Twitter: https://twitter.com/GuyKawasaki
Guy on LinkedIn: https://www.linkedin.com/in/guykawasaki/
Guy’s Website: https://guykawasaki.com/
About David Intersimone “David I”
David Intersimone, known to many as David I, is a passionate and innovative software industry veteran who extols and educates the world on developer tools, software development and software architectures. David I joined Borland Software in 1985 where he practically invented Developer Relations. During David I’s forty-three years as a developer, development manager, developer community executive and chief evangelist, he has created a thriving global developer community, thousands of articles, videos and blog posts.
Before Embarcadero acquired the developer tools business from Borland Software, David spent more than 20 years with Borland in various evangelism, engineering, and development capacities, including creating the company’s developer relations program.
Today, David I shares his visions and insights as a pioneer in developer relations with program managers and directors through Evans Data’s Developer Program Advisory where he gives workshops, guidance and advice on program creation and enhancement and through the DevRelate Developer Program community website.
David I on Twitter: https://twitter.com/davidi99
David I on LinkedIn: https://www.linkedin.com/in/davidi99/
David I’s DevRelate blog: https://www.devrelate.com/blog/
Join us at the Evans Data 14th Annual Developer Relations Conference
The conference takes place on March 26 and 27, 2018 at the Crowne Plaza Hotel in Palo Alto California. There is also a Sunday, March 25 Developer Relations Bootcamp strategic workshop that provides a solid foundation on which you can build or enhance your developer program. Concentrated sessions in this one-day instructional program provide the insight and actionable information you can use to build your brand and establish strong relationships with your developer community.
During the two day conference the keynotes, sessions and workshops will cover all aspects of developer relations, ranging from the business side (program ROI, the connection between developer programs and company revenue, budgeting for/costs of developer programs, how to get an organization’s commitment of internal resources, etc.) to the marketing side (techniques for recruitment, awareness tactics, community loyalty building programs, legal/privacy and global privacy considerations, conducting a privacy audit, internationalizing a US-based developer program, etc), and much more.
Whether you are starting a new developer relations program or building on a current one, you deserve all of the help you can get – and this is the place to get it!
In an event unlike any other, developer relations experts from leading companies in the software, telecom and web markets will come together to discuss best practices and reveal the techniques behind their success!
You’ll find additional Developer Relations Conference information, keynote presenters, speakers and conference schedule on the DRC2018 Web Site.