The Enterprise GTM Podcast How to Market Developer Tools
Are developers impossible to market to? Micheline Nijmeh is the Chief Marketing Officer at JFrog, and she joins us to suggest otherwise. Beginning with an overview of the varied roles in sales and marketing that led her to the expertise she has today, Micheline shares her perspective on getting to know your users, defining your personas, and tailoring your marketing to different audiences. We explore growing the impact you make from team-focused to reaching budget owners and Micheline offers guidance on how to become a part of the community rather than approaching it from the outside. Our conversation touches on open source and its appropriate role before discussing JFrog’s system of segmenting its audience, differentiating between digital and account-based players, and common myths and mistakes around marketing developer tools. Tune in to hear all this and more from our very first inspiring guest!
Key Points From This Episode:
* Introducing Micheline Nijmeh, Chief Marketing Officer at JFrog.
* Her career background leading up to the current role she occupies.
* The value of getting to know your users specifically before taking a broader approach to marketing.
* Important steps to take before you define your personas.
* Tailoring marketing to different types of audiences as you introduce a multi-product offering.
* Growing your impact from a team to budget owners.
* Guidance on how to approach a community as though it is a customer.
* Why making sure that your product works should always be the first priority.
* The added value of open source and its appropriate role.
* How JFrog segments their audience according to the route they will use to reach them.
* Differences between digital and account-based players.
* Common myths and mistakes including the belief that developers can’t be marketed to.
* Why content is so important and must be educational and provides value to users.
* Harnessing existing community in comparison to building it from scratch.
* The value of investing in a developer relations team.
* Micheline’s predictions for which developments will influence the future most, including AI.
Links Mentioned in Today’s Episode:
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