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Developer Buyer Journey Best Practices
1.
Proprietary and Confidential
©2021 OpenView Advisors, LLC. All Rights Reserved 1 Developer Buyer Journey Best Practices Sam Richard - OpenView Growth Team
2.
Proprietary and Confidential
©2021 OpenView Advisors, LLC. All Rights Reserved 2 – A DevOps engineer Why is a frictionless experience critical? “If I don’t see how the product is going to work for me within 20 minutes, it’s probably not going to work for me”
3.
Proprietary and Confidential
©2021 OpenView Advisors, LLC. All Rights Reserved 3 Challenges: • Developer-focused tools can greatly improve new user activation and conversion by enabling a self-serve buying experience. • The issue with self-serve can be that you only get a few moments to “wow” your intended audience. What OpenView did: • We spoke with 30+ back end developers on their software buying behaviors and product onboarding preferences to create best practices for product teams and designers that build products for developers. Research background
4.
Proprietary and Confidential
©2021 OpenView Advisors, LLC. All Rights Reserved 4 A free offering is table stakes Now PLG Companies All Companies Free trial offering 74% 45% Product analytics for decision making 67% 31% Self-service buying experience 61% 28% Bottoms-up sales 55% 31% Product qualified leads 53% 29% Referral programs 50% 31% Dedicated growth FTEs 47% 27% Freemium offering 38% 18%
5.
Proprietary and Confidential
©2021 OpenView Advisors, LLC. All Rights Reserved 5 Messaging • Prospects come to each product with a "mental checklist" to complete before getting started Direction • Direction is every part of the journey that gets a buyer to the point where they find value in the product • This includes the website, signup flow, documentation, and value discovery paths like guides and test data Value • This is the ‘aha’ moment for a user of the product, where they perceive value in the software • This moment of value could vary by persona Human Touchpoints • Human Touchpoints are the deployment of sales and support resources to move buyers along their journey What do developer audiences need to shape the Ideal buyer’s journey?
6.
Proprietary and Confidential
©2021 OpenView Advisors, LLC. All Rights Reserved 6 6 Proprietary and Confidential ©2021 OpenView Advisors, LLC. All Rights Reserved Messaging Building demand with prospects
7.
Proprietary and Confidential
©2021 OpenView Advisors, LLC. All Rights Reserved 7 Checklist Item Description Solves Need Users weren’t willing to try a tool out unless it make their “top 3 list” based “top 3 list” based on the website description. Social Proof 50% of prospects wanted to see what other companies used the tools we tools we interviewed them about. Integrations The developer stack is huge and interconnected. Prospects want to be sure want to be sure your tool can fit in. Pricing Buyers at smaller orgs wanted to see a pricing page. Interviewees come to site with a mental “checklist” before trying a product This is why messaging is key
8.
Proprietary and Confidential
©2021 OpenView Advisors, LLC. All Rights Reserved 8 Prospect Checklist: Solves Need “So I usually find three products that are in that same realm. I’ll figure out what they do better than everybody else and what they do what the competitors do better than them.” – Head of Security Ops “The core question that I'm going to actually care about... Does this make life easier for me?” –DevOps Engineer “I'm not a super technical SE.....It (website) goes a bit over my head.” -CISO Snyk has a simple, interactive list of use cases available on their website. The copy is simple and answers the basic questions of how the tool works and why it is awesome. Evidence Recommendation
9.
Proprietary and Confidential
©2021 OpenView Advisors, LLC. All Rights Reserved 9 Prospect Checklist: Social Proof Evidence Recommendation “Oftentimes, I'll go and look at who else uses them. I know, it kind of sucks for small companies, but the reality is if I know someone smarter than me, or more people than me have verified that this thing is safe.” – DevOps Engineer “If I don’t see other companies my size on their website, I don’t think they’re going to be able to work for mine.” –CISO Algolia has customer logos on their website. We understand that these conversations are challenging with larger accounts. Ideally, if an account is trying to negotiate a contract, rather than simply discounting, ask them for logo permission at the same time.
10.
Proprietary and Confidential
©2021 OpenView Advisors, LLC. All Rights Reserved 10 Prospect Checklist: Integrations “How much does it plug other services I currently use? Can I like, put this in DataDog, or is this a whole other thing I need to manage and look at?” – DevOps Engineer “The first thing I do whenever I look for any software, mainly, but specifically in the security space is I want to know what its API's are like or their integrations.” - Site Reliability Engineer “What CI/CDs does this plug into?” -CISO Datadog has a rich integrations page A simpler solution would be to add a tab or section to the website with a list of existing integrations, or ones that are coming soon. Evidence Recommendation
11.
Proprietary and Confidential
©2021 OpenView Advisors, LLC. All Rights Reserved 11 Prospect Checklist: Pricing “I don't see a pricing tab, which immediately makes me nervous because... it’s seems like one of those If you have to ask, you can't afford it...” – Site Reliability Engineer “With tools like this we have to compare why they’re better than hosting Open Source or using a worse version from DataDog or whatever. I like when they can show that and compare pricing.” – DevOps Engineer Logz.io added a price range between their community offering and their custom offering. This doubled their conversion rate, and most signups expand to the Enterprise price points. Evidence Recommendation
12.
Proprietary and Confidential
©2021 OpenView Advisors, LLC. All Rights Reserved 12 12 Proprietary and Confidential ©2021 OpenView Advisors, LLC. All Rights Reserved Direction Once someone has signed up, how can they discover value?
13.
Proprietary and Confidential
©2021 OpenView Advisors, LLC. All Rights Reserved 13 “The documentation seems straightforward, so I trusted it, but it didn’t tell me steps to take after the first one.” “Now that I’ve shipped data to the product, ingesting it is in a totally separate part of the application and there’s no instructions on how to get there.” Potential buyers ran into many hurdles on where to find things, or where to go next. Once in the application, Participants Often didn’t know what actions to take “I was expecting a self-serve module that allowed me to take action but ended up at what feels like a dynamic API document. That was unexpected. I need more explanation.” Adding Data to Product “I’m so lost here. There's nothing here to tell me to set up the alerts I need. I'm trying to poke at what this product can do beyond security, but it’s not clear." Engaging Deeper Documentation
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©2021 OpenView Advisors, LLC. All Rights Reserved 14 Examples Datadog Sumo Logic Users land on a blank page, but the empty screen provides guidance on how to select an application and what you’ll see when you’re done. Users land on the “learn” page which has many CTAs, one being a checklist of what to do to get started. Logit.io Empty screens with no results still show users how to expand time range or refine queries, which are key parts of the Kibana feature.
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©2021 OpenView Advisors, LLC. All Rights Reserved 15 15 Proprietary and Confidential ©2021 OpenView Advisors, LLC. All Rights Reserved Value Get users to realize some value quickly so they’re committed enough to manage the heavy lift for the rest of the set up
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©2021 OpenView Advisors, LLC. All Rights Reserved 16 What is the ‘aha moment’? • This should be the minimum threshold when a customer has seen value and should be extremely predictive of retention and conversion • Examples: scheduling your first meeting with Calendly, team of 3+ users each using Slack on 2 distinct days in the first week How long does it take for a new user to activate? • What are the steps required from a user perspective? • It should ideally happen within 1-2 days of signing up (worst case within a week) How will we know whether a new user has seen value?
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©2021 OpenView Advisors, LLC. All Rights Reserved 17 Participants Often Don’t see enough value in Onboarding to add their own data During 1:1 interviews, we asked assessors why they would/would not take the heavy lift action, and what value they perceived they would see from that action “I would stop at this point (before shipping data with Lambda) because that’s going to cost me money and I still don’t know how this tool differs from what I’m using.” - 80% of the participants did not care about security of loading data or protecting information - Only hesitation was level of effort vs. perceived payoff Feedback - Some participants shipped data as they felt it would be useful in the assessment (outside pressure) - Other participants did not ship logs and then wandered around the product with empty screens Engaging Deeper Discovery We know that certain heavy-lift features in the product and deeper usage makes it stickier, increasing conversion rates. Problem Case “ Right now, it feels like maturity is missing from the product. Maybe because it’s not heavily populated with my data, but it looks a little less professional than the tool I use. It has promises, but it feels a little raw.”
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©2021 OpenView Advisors, LLC. All Rights Reserved 18 Benchmarks & Examples Pendo When users go to use a certain feature, there is a clear CTA, and empty screen explain why you should use that feature (i.e. why funnels help product people) and a picture of that feature in action. Splunk Splunk shows users what a full dashboard would look like and walks them through the different features that they can take advantage of if they create a visualization, like sending them via email. Additional Opportunity Other developer-focused products have challenges in expressing their value beyond features. This is an opportunity for you to stand out among other tools that potential buyers are evaluating.
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©2021 OpenView Advisors, LLC. All Rights Reserved 19 19 Proprietary and Confidential ©2021 OpenView Advisors, LLC. All Rights Reserved Human Touchpoints When and where to layer in support and sales
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©2021 OpenView Advisors, LLC. All Rights Reserved 20 Users Prefer Self-Serve Documentation over human Interaction 43% 100% 14% 43% 0% 57% 14% 0% 29% 0% 20% 40% 60% 80% 100% 120% Chat with Support Self-Serve Documentation Sales Demos I would use this resource I wouldn't use this resource I may use this resource under the right conditions Do you utilize sales demos or support resources, and how? (% of times cited) During the interviews, participants were asked how they preferred to interact with sales and support resources
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©2021 OpenView Advisors, LLC. All Rights Reserved 21 Interviewees recall outreach, but still prefer digital interaction in purchasing Do you recall outreach from the team during the duration of your trial? 60% 40% Yes No If you were to purchase this product, what would be your preferred payment method? 0% 80% 20% Over the Phone Adding a Credit Card I'd like to get an invoice “The sales representative reached out professionally and promptly. They sent only a couple emails and were not overly pushy- which is a very good thing. Had I been interested in a further evaluation or conversation; the outreach would have been exactly what I wished for.”
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©2021 OpenView Advisors, LLC. All Rights Reserved 22 Engagement and Support: Benchmarks & Examples Datadog Welcome email gives users multiple ways to digitally interact with support team (email, Slack, webinars). Datadog Users can upgrade from right within the application, with simple to understand pricing, and the ability to add a credit card or talk to sales right from the application.
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©2021 OpenView Advisors, LLC. All Rights Reserved 23 23 Proprietary and Confidential ©2021 OpenView Advisors, LLC. All Rights Reserved Takeaways
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©2021 OpenView Advisors, LLC. All Rights Reserved 24 • Prospects come to each product with a "mental checklist" to complete before getting started Messaging Direction • Direction is every part of the journey that gets a buyer to the point where they find value in the product • This includes the website, signup flow, documentation, and value discovery paths like guides and test data • This is the ‘aha’ moment for a user of the product, where they perceive value in the software • This moment of value could vary by persona Human Touchpoint s • Human Touchpoints are the deployment of sales and support resources to move buyers along their journey Value What do developer audiences need to shape The Ideal buyer’s journey? This is a key, but often ignored step Most developers appreciate this, but don’t feel they need it Businesses must focus efforts here
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©2021 OpenView Advisors, LLC. All Rights Reserved 25 About the author Director, Growth sam@ov.vc Sam Richard focuses on the customer’s journey to value in freemium and free trail software offerings with a special interest in Open-Source, Developer- Focused, and Security tools. In her work at OpenView, Sam conducts teardowns of free offerings for prospects and portfolio companies, interviewing dozens of developers about their tool and purchasing preferences. If you have questions or comments about the piece, please reach out via email or on LinkedIn! Sam Richard
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©2021 OpenView Advisors, LLC. All Rights Reserved 26 26 Proprietary and Confidential ©2021 OpenView Advisors, LLC. All Rights Reserved Thank You! Sam Richard - sam@ov.vc
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