Episode 102 Adam DuVander, author and Principal Consultant at EveryDeveloper

This week’s podcast-as-a-resource is focused on your technical content strategy. Richard talks to Adam DuVander, Principal Consultant at EveryDeveloper. Are you developer first or developer enabled in the way you sell software. Discovery is Adam’s bread and butter. He helps companies understand how to be discovered in the first place – so what are developers or developer advocates trying to solve in the first place and then how Adam’s clients can describe how they can help. So why can’t people do this themselves? This is the classic over-expectation – a developer will write about features, not benefits. And marketing without a technical competence will need a translation layer – that’s Adam and EveryDeveloper. Forget asking for phone numbers or long forms to submit. Adam will bring you through how to market to developers, and the currency he has identified is knowledge. Yes, Code is important, but the experience that’s gone in to creating that code and the decisions and choices made to create that code is very interesting. How about use cases? Bring them on! Another interesting approach is tell developers how to solve their problems without you, but also if they wish, you’ve built a tool to do it for them. The example of this in action is Edith Harbaugh’s Launch Darkly. Then they have a detailed chat on developer first or developer focused – reaching developers directly, digging in to their problems and connects to this audience. Not scattershot, targeted help for specific problems. The developer enabled approach comes in to play when the buyer is other than the developer, but the developer is the user of the technical tool, and therefore must act as a champion for your solution. So they have to be armed with the language and explanation they require to get this discovered tool or service. Can all the stakeholders agree to move forward? Use cases, documentation and sample apps etc. can make all the difference here. The developer first or developer enabled model for Adam’s clients has been a game changer for their marketing strategies. Reach out to Adam DuVander https://www.linkedin.com/in/duvander/ Developer Marketing Does Not Exist: an Authentic Guide (everydeveloper.com) Get the books: https://everydeveloper.com/developer-marketing/book/ Great blog post here on how marketing and developers can collaborate https://everydeveloper.com/how-marketers-collaborate-with-dev-rel/ An example of how to tell developers how to solve problems without you! https://launchdarkly.com/

Episode source