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! ! The M Word

            Delyn Simons
           @delynator, @mashery
                     #twiliocon
                 ...
Text
       People and IT have different
             requirements.                            Text

                     ...
Corporate IT        Consumerized IT

    Controlled            Connected

      Secure                 Open

      Process...
Text




       Credit: Jeff Lawson, Twillo
Text

       From Products to Platforms
Product Think    Platform Think

Device-centric   Services-centric

     OS               Cloud

  Hardware           Cont...
Developers in the Driver’s Seat




                           Photo Credit:
                   flickr.com/techcrunch
Talent Wars:
  An Arms
Race in Tech
  - Udemy Infographic
Text

   Get Out of the Way Marketing
       Your customers are smarter than you

         Let them get under the hood

  ...
Credit: Geeks and repetitive
tasks Bruno Oliveira, Google+
Text

   Get Out of the Way Marketing
         Your customers are smarter than you

        Let them get under the hood


...
Credit: Jeff Lawson, Twillo
Text

   Get Out of the Way Marketing
         Your customers are smarter than you

         Let them get under the hood

...
Text
       Marketing? First, solve pain.
  • “Documentation and examples. Give me those, keep them up to date
  • and I'm...
Text

   Get Out of the Way Marketing
         Your customers are smarter than you

         Let them get under the hood

...
Text

   Get Out of the Way Marketing
       Your customers are smarter than you

       Let them get under the hood

    ...
The Cathedral
“We are the experts.”

                                         Attributes:
                                ...
The Bazaar
“We cannot predict all the new directions our business will take us.”

                                        ...
Text

   Get Out of the Way Marketing
       Your customers are smarter than you

       Let them get under the hood

    ...
Thank you!

Your feedback is a gift.


                  Delyn Simons
                 @delynator, @mashery
              ...
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
The M Word: Marketing in a Developer World
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The M Word: Marketing in a Developer World

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Developers today must understand the fundamentals of lean marketing and growth hacking in order to get more users, more revenue, more funding--or even a better job. Marketing is useful. Badly executed marketing, just like poorly written code, can leave lasting scars. In this session, developers will learn how to identify and partner with marketers who "get it." Marketers will learn to get their geek on and address developer painpoints before promising benefits.

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The M Word: Marketing in a Developer World

  1. ! ! The M Word Delyn Simons @delynator, @mashery #twiliocon October 2012
  2. Text People and IT have different requirements. Text t Consumerizatio ility n will force more p ab r Ca IT change over su me the next 10 n Co years than any other trend. Enterprise IT - Gartner
  3. Corporate IT Consumerized IT Controlled Connected Secure Open Process Fast Efficient for Systems Efficient for Users
  4. Text Credit: Jeff Lawson, Twillo
  5. Text From Products to Platforms
  6. Product Think Platform Think Device-centric Services-centric OS Cloud Hardware Content Download Stream Wired Magazine, Dec 2011
  7. Developers in the Driver’s Seat Photo Credit: flickr.com/techcrunch
  8. Talent Wars: An Arms Race in Tech - Udemy Infographic
  9. Text Get Out of the Way Marketing Your customers are smarter than you Let them get under the hood Sell aspirin, not vitamins Your documentation is your marketing Less cathedral, more bazaar @delynator, @mashery
  10. Credit: Geeks and repetitive tasks Bruno Oliveira, Google+
  11. Text Get Out of the Way Marketing Your customers are smarter than you Let them get under the hood @delynator, @mashery
  12. Credit: Jeff Lawson, Twillo
  13. Text Get Out of the Way Marketing Your customers are smarter than you Let them get under the hood Sell aspirin, not vitamins @delynator, @mashery #twiliocon
  14. Text Marketing? First, solve pain. • “Documentation and examples. Give me those, keep them up to date • and I'm happy.” • “Version *every* change to your API, and version your docs the same • way, so I always know which functionality I'm getting, and what it's • really supposed to do.” • “Keep your documentation up to date and in all reasonable instances • provide a fucking library for common languages that has real • production-ready code instead of some bullshit an intern wrote in an • afternoon for a demo.” Credit: YourTrove Hacker News Developer Survey
  15. Text Get Out of the Way Marketing Your customers are smarter than you Let them get under the hood Sell aspirin, not vitamins Your documentation is your marketing @delynator, @mashery #twiliocon
  16. Text Get Out of the Way Marketing Your customers are smarter than you Let them get under the hood Sell aspirin, not vitamins Your documentation is your marketing Less cathedral, more bazaar @delynator, @mashery #twiliocon
  17. The Cathedral “We are the experts.” Attributes: Traditional, secure, closed, top-down, proprietary, one-way communication handed down to the masses. Read-only marketing. An inordinate amount of time and energy must be spent hunting for bugs in the Cathedral model, since the working version photo: flickr.com/photos/dynamosquito CC BY-SA 2.0 a few of the code is available only to photo: flickr.com/photos/dynamosquito CC BY-SA 2.0 developers. Slower to evolve or react quickly to changing market conditions. - Eric S. Raymond. The Cathedral & Photo Credit: the Bazaar. O'Reilly. flickr.com/vicfan
  18. The Bazaar “We cannot predict all the new directions our business will take us.” Attributes Open ecosystem, nimble, agile, lightweight, emphasis on participation. Read-Write marketing. If you treat your beta-testers as if they're your most valuable resource, they will respond by becoming your most valuable resource. Photo Credit: The next best thing to having flickr.com/dynamosquito good ideas is recognizing good ideas from your users. Sometimes the latter is better. - Eric S. Raymond. The Cathedral & the Bazaar.
  19. Text Get Out of the Way Marketing Your customers are smarter than you Let them get under the hood Sell aspirin, not vitamins Your documentation is your marketing Less cathedral, more bazaar @delynator, @mashery
  20. Thank you! Your feedback is a gift. Delyn Simons @delynator, @mashery #twiliocon October 2012
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Developers today must understand the fundamentals of lean marketing and growth hacking in order to get more users, more revenue, more funding--or even a better job. Marketing is useful. Badly executed marketing, just like poorly written code, can leave lasting scars. In this session, developers will learn how to identify and partner with marketers who "get it." Marketers will learn to get their geek on and address developer painpoints before promising benefits.

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