Developer Marketing and Developer Relations – Audiences, Metrics and ROI
As part of my August 2017 DevRelate webinar, “Developer Marketing & Developer Relations – Similarities & Differences“, August 8 & 10, I’ve put together additional background research and information about several high level aspects for each team member. In this blog post I am focusing on the audiences, metrics and ROI. 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.
What are the audiences that Developer Marketing and Developer Relations team members focus on? In creating the documents, messages, presentations and preparations for meetings, there are many audiences that will be targeted. In my years as a developer, manager, executive and advocate, I have talked to customers at all levels of their organization. I’ve given presentations to focused audiences and also larger diverse audiences. Here is a list of common audience members that Developer Marketing and Developer Relations members talk with, present to and write for.
- Division/Department Manager
- Technical / Development Manager
- Project Lead / Team Leader
- Developer / Software Engineer
- Software Architect
- Product/Marketing Manager
- Business Development
- Thought Leaders
Metrics and ROI
Measuring everything that Developer Marketing and Developer Relations team members do is key to constantly improving outreach, messaging, lead generation and enhancing a company’s top and bottom line. Some metrics and ROI measures are direct and straightforward. Other metrics and ROI measures are harder to directly attribute to specific events, content generated and interactions. Several sure ways to track more results is by coding everything via calls to actions at conferences, meetups, hackathons, meetings, presentations, panels, etc. Adding short URLs for follow up activities, codes to include in product orders, and spaces to tell everyone what why a developer made a decision, purchased a product, attended a follow on event will help add to your metrics and ROI calculations. Here are several metrics and ROI measures that Developer Marketing and Developer Relations team members should track.
- Revenue (Direct/Indirect)
- Developer Satisfaction
- Net Promoter Score (NPS)
- Market Share/Growth
- Technology/Product Adoption
- Product Quality/Improvements
- Developer Retention/Renewals
- Content Creation
- Developer Credibility
Additional Webinar Information and Links
You can find additional links and information for the webinar at https://www.devrelate.com/devmktg-devrel-infolinks/.
How do you Measure Developer Marketing and Developer Relations activities, time spent, and budget spend?
Send me an email with additional metrics and ROI measures that you use to track your successes, improvements and things to fix. If you have additional developer focused audiences, pass them along as well.
David Intersimone “David I”
Vice President of Developer Communities
Evans Data Corporation