Marketing to developers is notoriously difficult. They are very independent, and hate being marketed to. On this episode of Marketing Trends, we talked to an expert who has figured out how to do it successfully. Vidya Peters is the CMO of Mulesoft. In that capacity, she has built a community of developers who love her product and share it with each other.
In this interview, Vidya talks about the best practices she has discovered for marketing to developers, how to market to potential talent, best practices for measurement and identifying KPIs, and much more.
5 Key Takeaways:
– “Three things make developer marketing different from everything else: One is they don’t want to hear from the company; They want to hear from each other. Second, they don’t want to read any of your content. They want to just use the product and see how that works. Third, they don’t want to meet you. They don’t want to see you. They want to meet with each other.” – Vidya Peters
– It all starts with product. A developer has to know and want to use your product before anything else can be accomplished.
– Sometimes it’s better to have fewer metrics that you can focus more intently on.
– Focusing on features is a dead end. The more technical the product, the more important storytelling is.
– With talent marketing, you should take the same approach to candidate experience that you take to customer experience.
Vidya Peters is the chief marketing officer at MuleSoft. Vidya was previously at Intuit, where she served in various marketing leadership, product management and strategy roles over the course of seven years. Prior to Intuit, Vidya began her career at Bain & Company in various consulting roles for the technology and financial services industries across Asia-Pacific and the United States. Vidya holds an MPA from Harvard University, an MBA from the Kellogg School of Management and a bachelor’s degree in industrial engineering from Northwestern University.
Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
This message is brought to you by Salesforce.
Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.
Salesforce can help.
We’ll show you how to put each and every customer at the center of your B2B marketing strategy. And you’ll learn how top brands like Lyft approach account-based marketing.
Salesforce. Market to every account. Speak to every buyer.
Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer