The Ultimate Guide to Developer Marketing | Lee Robinson (Vercel)
Aug 11, 2024
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In this engaging discussion, Lee Robinson, VP Product at Vercel and seasoned expert in developer experiences, dives into what truly captivates developers. He emphasizes the importance of open and honest communication in product development, outlining how developers prefer free tiers and clear documentation. Lee also critiques the common pitfalls in developer marketing and documentation, revealing how trust and genuine engagement are essential. Plus, he explores the future of AI in creating interactive documentation that resonates with developers.
Building strong relationships with developers through direct engagement and addressing their concerns enhances product trust and user experience.
Effective developer marketing relies on clear documentation, transparent communication, and balancing excitement with realistic product capabilities to foster curiosity.
Deep dives
The Importance of Developer Engagement
Building a successful product for developers hinges on effective communication and relationship-building with them. Engaging directly with developers helps creators understand what aspects of the product work, what needs improvement, and gather invaluable feedback. Asking detailed questions, such as the 'five whys,' allows product teams to dig deeper into user frustrations and uncover underlying issues that may not be immediately apparent. Swiftly addressing these concerns and making iterative changes can significantly enhance the overall user experience.
Free Tiers and Documentation Preference
Developers are typically drawn to tools that offer a free tier, as this allows them to evaluate the product without financial commitment. This skepticism towards new tools stems from their need for proven reliability and functionality before adopting a solution. Once they decide to try a product, they often prioritize its documentation, seeking clear and accessible information to quickly understand how to integrate it into their workflows. Ensuring that documentation is user-friendly can ultimately foster a strong relationship built on trust with potential users.
The Foundation of Great Developer Experience
The core of a great developer experience lies not only in delivering an exceptional product but also in creating well-designed APIs and comprehensive documentation. While it's essential to have a functional and reliable product, it is just as crucial to ensure that API design is intuitive and the documentation is clear and concise. A frustrating initial experience, marked by complex setups and poor documentation, can lead to developers walking away from a product entirely. Tools that simplify the onboarding process and streamline setups, mirroring successful practices in mobile and game development, can significantly improve user satisfaction and retention.
Building Trust Through Effective Marketing
Effective developer marketing focuses on showcasing what is possible with a product while also establishing trust through transparency. Demonstrating a product's capabilities through engaging demos, tutorials, and hands-on experiences fosters curiosity among developers. However, it's crucial to balance excitement without overhyping the product, as developers are likely to become skeptical if expectations are not met. By maintaining open dialogue, collecting feedback, and making incremental improvements, companies can build credibility and foster a loyal developer community.
My guest today is Lee Robinson, VP Product at Vercel.
Lee has built products and great developer experiences for over a decade and has written some of the most clear-sighted content about how to get developers to adopt your product that I’ve ever read.
We chatted about what makes a great developer experience, what resonates with developer marketing, and how to appeal to this no-bullshit customer segment.
Timestamps:
(00:00) A cycle to guarantee developers love your product
(01:15) How developers decide whether to use a new tool
(03:45) 3 pillars of a great developer experience
(08:34) Trust in open vs. closed source AI models
(10:52) Why most developer documentation sucks
(17:02) The future of AI-powered interactive docs
(23:25) Developer marketing tactics that actually work
(27:30) How to balance hype and reality
(30:42) Build with developers to gain their trust
(32:06) How to recover from losing developer trust
(37:01) Mastering the art of writing
(42:08) Talk to them, listen carefully, and actually fix their problems
Get the interview takeaways: https://creatoreconomy.so/p/lee-the-ultimate-guide-to-developer-marketing
Where to find Lee:
X: https://x.com/leeerob
Website: https://leerob.io/
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