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.

1. ! ! The M Word
Delyn Simons
@delynator, @mashery
#twiliocon
October 2012

6. 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

7. Corporate IT Consumerized IT
Controlled Connected
Secure Open
Process Fast
Efficient for Systems Efficient for Users

8. Text
Credit: Jeff Lawson, Twillo

9. Text
From Products to Platforms

10. Product Think Platform Think
Device-centric Services-centric
OS Cloud
Hardware Content
Download Stream
Wired Magazine, Dec 2011

11. Developers in the Driver’s Seat
Photo Credit:
flickr.com/techcrunch

12. Talent Wars:
An Arms
Race in Tech
- Udemy Infographic

13. 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

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

16. Text
Get Out of the Way Marketing
Your customers are smarter than you
Let them get under the hood
@delynator, @mashery

20. Credit: Jeff Lawson, Twillo

21. 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

22. 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

27. 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

32. 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

33. 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

34. 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.

35. 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

36. Thank you!
Your feedback is a gift.
Delyn Simons
@delynator, @mashery
#twiliocon
October 2012