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Sustainable Growth Marketing: Building a Developer Ecosystem that Lasts

The term growth hacking gets thrown around 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.

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Sustainable Growth Marketing: Building a Developer Ecosystem that Lasts

  1. 1. Sustainable Growth Marketing: Building a Developer Ecosystem that Lasts Evans Data Conference
  2. 2. Growth Hacking Growth Marketing vs.
  3. 3. Growth as a Lifestyle For over six years, we’ve launched ● Hackathons ● Virtual Competitions ● Accelerator Programs ● Meetups and Workshops ● And Developer Marketing Campaigns to over 150,000 hackers in 106 cities around the globe. As a female-owned, female-majority company, we aim to promote an inclusive environment through the creation of holistic hackers both inside and out of the Silicon Valley bubble.
  4. 4. Funnel Of Love
  5. 5. 1. Find the right audience 2. Engage that audience 3. Build an active community 4. Create an ecosystem that lasts
  6. 6. Myth: Developers hate marketing. Reality: Most people hate (outdated) marketing. Attract
  7. 7. ● Know your goals ● Hierarchy of Needs ○ Blog ○ Social Media/Advertising ○ PPC ○ SEO ○ Influencer ○ DevRel ■ Hackathons ■ Meetups ■ Conferences Attract
  8. 8. Myth: Your content should be fun/engaging. Reality: Your content needs to do (way) more than that. Convert
  9. 9. ● Know your goals ● Hierarchy of Needs ○ Web Content ○ Landing pages ○ Email Marketing ○ Forms ○ Calls to Action ○ DevRel ■ Breakout sessions ■ Workshops ■ Booth setup Convert
  10. 10. Myth: Marketing should follow a buyer-journey Reality: Marketing should follow a persona-journey Close
  11. 11. ● Know your goals ● Hierarchy of Needs ○ Email ○ Workflows ○ Personalized Content ○ CRM ○ D2D Marketing ○ DevRel ■ Developer Portal ■ API Documentation ■ UX/UI Close
  12. 12. Myth: Developer-first mindset. Reality: Community-first mindset. Delight
  13. 13. ● Know your goals ● Hierarchy of Needs ○ Surveys ○ Focus Groups ○ Email ○ Virality ○ DevRel ■ Social Media ■ Swag ■ Referrals ■ Ambassadors ■ Accelerators Delight
  14. 14. “I think it’s very important to have a feedback loop, where you're constantly thinking about what you've done and how you could be doing it better. I think that's the single best piece of advice: constantly think about how you could be doing things better and questioning yourself." - Elon Musk
  15. 15. Action Plan 1. Determine Specific Goals 2. Apply KPIs and Timeline 3. Determine Control/Experimental Groups* 4. Measure, Apply, Get Feedback 5. Create an Ecosystem that Lasts
  16. 16. Questions?
  17. 17. 18 THANK YOU!! @KristenScheven Kristen Scheven #DevRelConference2018