The Developer-Facing Startup with Adam Frankl
The Enterprise GTM Podcast
Intro
This chapter explores enterprise go-to-market tactics tailored for startups aiming at developer audiences. The discussion features insights from a guest expert known for their work with unicorns and introduces their upcoming book offering practical guidance for founders in the developer tool space.
Developer-facing startups drive software innovation, crafting tools tailored for developers' needs, but how do they differ from traditional startups? In this episode, we sit down with Adam Frankl to unpack the nuances of startups focusing on the development tool space. Adam Frankl is a seasoned marketing strategist focused on empowering startup founders in the tech industry. With a rich background as the first VP of Marketing at three developer-facing unicorns—JFrog, Neo4j, and Sourcegraph—Adam brings a wealth of experience to the table. He is also writing a book called The Developer Facing Startup which focuses on helping leaders of start-ups navigate the developer landscape. In our conversation, we unpack why understanding the mindset of developers is crucial to adoption, why developers are highly skeptical of marketing, and the concept of social proof. Discover the common pitfalls marketing executives make when working with developers, why timing in marketing is crucial, and the nuances of selling the solution. Explore why founders should be posting on social media every day, the advantages that startups have, steps for shifting from a point solution to a platform solution, his alternative to the traditional marketing funnel, and more! Tune in and learn the basics of founder-led marketing with Adam Frankl!
Key Points From This Episode:
* Background about Adam and details about his upcoming book.
* How developers differ from the traditional technologist in the B2B space.
* Learn about the fundamentals that make developer tool startups unique.
* He unpacks the myth that developers hate marketing.
* Hear how founders should approach working with marketing and developers.
* Steps for identifying the best time to enter the market.
* Adam explains his idea of selling the category rather than the solution.
* When founders should consider implementing marketing strategies.
* What kind of experience is needed for a marketer to work in B2D.
* Compare platform and point solutions for applications.
* Ways the marketing funnel does not apply to dev tool startups.
* Common evaluation pitfalls founders make and how to avoid them.
* Memberships as a way to foster and grow a community.
* We end with Adam answering our set of rapid-fire questions.
Quotes:
“Developers don’t lie to other developers.” — Adam Frankl [6:00]
“Every company needs to have a technical advisory board.” — Adam Frankl [13:47]
“You are not going to be successful by being clever in a conference room. – You are going to be successful when you talk to large numbers of developers.” — Adam Frankl [13:57]
“Marketing is having a point of view and expressing it in a way that people can interact with it, engage with it, and follow you. Social media is a great gift.” — Adam Frankl [21:34]
“Developer curiosity destroys most of the [marketing funnel] metrics because developers are always discovering and researching.” — Adam Frankl [31:40]
Links Mentioned in Today’s Episode:
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