I Love APIs 2015: MasterClass Developer Programs and Marketing Workshop

©PRESENTERS/HADFIELDJONES/APIGEE
1
Highlights from Masterclass:
How To Build
Successful Developer Programs
Jeff Hadfield
@jhadfield
jeff@hadfieldjones.com

JEFF HADFIELD
@jhadﬁeld
Marketer, Publisher,
Speaker, Coach, Editor,
Writer, Entrepreneur
HADFIELD JONES,
SAP Developer Advisory Board,
Developer Media, CodeProject,
Visual Studio Magazine,
JavaPro Magazine,
VSLive! and related events,
Enterprise Architect Magazine,
Fawcette Technical Publications,
author of Web publishing books

Estimated Agenda
3
9:30 – 11:00 Market Brieﬁng & Insights
11:00 – 11:30 Success Stories
11:30 – 12:30
Secrets of Partner Outreach
Product “Story”
L U N C H
13:30 – 14:15 Success Stories
14:30 – 15:30 Developers: why and who
15:30 – 16:30 Developer Program Best Practices
16:30 – 17:30 Marketing Essentials: Strategy & Tactics

4
Market
Developers
Product
Programs
Outreach &
Marketing
What are the latest trends and how do
they affect our outreach plans?
Explaining developer value – and
understanding this unique audience
What’s the best framework for articulating your
product’s value?
What are the elements of successful developer
programs, and which should you adopt?
Choices and opportunities for developer outreach – and
which you should choose when.

#ILOVEAPIS
#MASTERCLASS
@jhadﬁeld

Market Brieﬁng
6

Market Trends
Michael Rasalan
Evans Data
7

More Market Insights
Jeﬀ Hadﬁeld
HADFIELD JONES
9

Deloitte: API Trends 2015

2015 Gartner Hype Cycle

Developer Economics | State of the D eveloper Nation Q3 2 01 5 | © VisionM obile | All rights reserved |
www.developereconomics.com/go
8

Language Popularity

20

Developers Affect IT Buying
2
1
Consider Add ValueAdopt Ops
‣  Developers consulted
on technology
decisions
‣  Developers bring
solutions and ideas
‣  Developers often have
veto power
‣  Developers involved in
adoption process,
implementation
‣  Dev/Ops trends mean
development can’t be
considered separately
from implementation
‣  Developers
instrumental in
infrastructure, cloud,
platform, API
decisions
‣  Additional value from
even infrastructure
comes from
developers
‣  Better partner
integration
‣  Data insights
‣  Integration, apps

‘THE APP EFFECT’

Product
24

Sphero: A Developer-Driven Success Story
Bruce Jones
HADFIELD JONES
2
5

Recruiting Partners
Michael Leppitsch, Global Digital Transformation Services
Apigee
2
6

Exercise: Value Proposition Canvas
Jeﬀ Hadﬁeld
HADFIELD JONES
2
7

Benefits
Features
Experience
Needs
Wants
Fears
Substitutes
Product Customer
Value Proposition Canvas
Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.
Company:
Product:
Ideal customer:

Benefits
Features
Experience
Needs
Wants
Fears
Substitutes
Product Customer
Company:
Product:
Ideal customer:
Start here
Why?
How? What?
Rational
Emotional
Hidden
Inertia

Benefits
Features
Experience
Needs
Wants
Fears
Substitutes
Product Customer
Company:
Product:
Ideal customer:
What does it
feel like to use your
product?
Risks of switching
to your product?
What your
product do?
How does your
product work?
What do people
currently do
instead?
What are the emotional
drivers of purchasing?
What are the rational
What are the
hidden needs?

Benefits
Features
Experience
Needs
Wants
Fears
Substitutes
Product Customer
Company:
Product:
Ideal customer:
Porous
Accelerator
DIY Incubator
Serious
Business
Productive
environment
Grow the
team
Social
environment
Prestige
Collegial
community
Quiet space
Scalability
Fixed
costs
Harvard of
Accelerators
Advice
Coffee shops
Rented
offices
FundingCustomised
Investment
Grow
bigger
Learn
faster
Productivity
Innovation Warehouse
Startup Accelerator
High Growth Startups

Benefits
Features
Experience
Needs
Wants
Fears
Substitutes
Product Customer
Company:
Product:
Ideal customer:
Everything
everywhere
Never
forget
External brain
Fast
to use
Easy
syncing
Share notes
with people
Single
system
Fast to
enter things
Rich
meta data
Sync across
devices
Remember
things Locked into
a system
Loosing
things
Remember
everything
Save
information
Email to
yourself
Text
documents
Write things
down
Include
images
Simple
Evernote
Online notes
Mobile professionals

E X E R C I S E
Let’s try it for your products!

Benefits
Features
Experience
Needs
Wants
Fears
Substitutes
Product Customer
Company:
Product:
Ideal customer:
What does it
feel like to use your
product?
Risks of switching
to your product?
What your
product do?
How does your
product work?
What do people
currently do
instead?
What are the emotional
What are the rational
What are the
hidden needs?
live
canvas

EVERY COMPANY AND API IS
[UNFORTUNATELY]
UNIQUE
SO DON’T OVER-RESEARCH

The best way to get to know your customers
is to talk to them
•  You can build a survey, but it’s not good for a foundation.
•  Instead, call some customers.
–  HOLD THE PHONE … don’t developers HATE to talk on the phone?
•  Call some prospective customers.
•  Call some of your competitive customers.

Here’s what to ask
•  What does your usual day look like?
•  What are your biggest challenges?
•  What do you want to learn?
•  What would make you a hero?
•  What makes our API good –
and what would you like to see made better?
•  Why are some better than others?

E X E R C I S E
Call one of your customers at lunch using these questions.
Share with me what you learned!

L U N C H
#ILOVEAPIS
#MASTERCLASS
@jhadfield

Success Story: Swisscom
Kay Lummitsch
Swisscom
4
0

41
Market
Developers
Product
Programs
Outreach &
Marketing
product’s value?

Understanding Developers
Jeﬀ Hadﬁeld
HADFIELD JONES
4
2

18,550,000*
Developers worldwide
Includes about 7,500,000 hobbyist programmers
*7.3B people on the earth; estimated half are “workers”
44

Developer Segmentation

5
2
84%Developers use open
source software

Partner’s
developers
Identify Customers, Match API and Marketing
Strategies
Only Internal
developers
(employees)
Only Partner’s
developers
Open to any developer!
Process
Eﬃciency
Distribu7on/
Adop7on
Brand/
Awareness
←------------- Innova)on? Along all 3 strategies -------------→

Keys to Marketing To Developers
Core human motivations
still apply to developers,
like saving time and
money. But they are
motivated also by
wanting to appear as
the “alpha coder,” or the
smartest in the room, as
well as learning new
things and solving
problems.
55
Developers need to
“touch” the product or
service before they buy.
Their need to be
“hands-on” stresses the
importance of free
trials, pre-sale support,
code samples,
sandboxes, and so
forth. They must
experience products
and prove the truth of
any claims.
Developers bristle at the
idea of “marketing” or
being marketed to.
Marketing is a bad
word. Thus, messaging
and content must have
a light touch, listing
features and benefits
without hyperbole. They
exhibit the “
soft bigotry of anti-
hucksterism.”

E X E R C I S E
Describe the developers you want to reach.
Which segments?
Are they internal, partners or external (open)?
Write it down, share if you can.

57
Market
Developers
Product
Programs
Outreach &
Marketing
product’s value?

Developer Program
Best Practices
58

Developer Program Best Practices
Jeﬀ Hadﬁeld
HADFIELD JONES
5
9

Great Developer Programs Balance Four Efforts
60
Events
& Community
Web Site
& Support
Marketing &
Outreach
Evangelism &
Strategic
Account
Management

Outreach &
Marketing
61

I Love APIs 2015: MasterClass Developer Programs and Marketing Workshop

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