Going Deepear Into Dev Marketing

In this episode I go over LinkedIn Ads from Aikido Security. I love their no BS but tongue in cheek approach to marketing and fantastic brand stunts (remember OnlyScans?). I also explained a framework I like that fits quite nicely into this approach. Links⁠Aikido Security in LinkedIn Ads library https://www.linkedin.com/ad-library/search?accountOwner=aikido+securityAikido Security https://www.aikido.dev/Jakub Czakon ⁠ https://www.linkedin.com/in/jakub-czakon/LinkedIn Framework from Impactable https://www.youtube.com/watch?v=DqpiSyH7-Y8&list=PLkUlQWMs43Ej774fAkMc7kuTloulOu6zyChapters00:00 Understanding Aikido's Advertising Strategy03:13 Layers of Advertising: Cold, Retargeting, and Conversion06:28 Creative Approaches in Cold Layer Advertising09:26 Building Trust: Testimonials and Case Studies12:33 Differentiation and Competitive Analysis15:20 Thought Leadership and Community Engagement18:24 Final Thoughts on Aikido's Advertising SuccessTakeawaysAikido's ads are effective and engaging.Advertising can be broken down into three layers: cold, retargeting, and conversion.Creative content is crucial in the cold layer to attract interest.Testimonials and case studies build trust in the retargeting layer.Differentiation from competitors is key in advertising.Thought leadership can enhance community engagement.Using various ad formats can improve overall effectiveness.It's important to communicate product functionalities clearly.Building a strong pipeline is essential for growth.Continuous improvement in advertising strategies is necessary. KeywordsAikido, advertising strategy, LinkedIn ads, cold layer, retargeting, conversion, testimonials, case studies, differentiation, thought leadership

Adam Frankl is perhaps the GOAT of dev marketing but definitely the Triceratops who was the first VP marketing at 3 dev tool startups that became unicorns. Author of a must read book for dev tool founders - Developer Facing Startup. Had so much fun talking and learning from Adam. Links⁠- Adam Frankl https://www.linkedin.com/in/adamfrankl/- Jakub Czakon https://www.linkedin.com/in/jakub-czakon/- The Developer Facing Startup (Adam's book) https://www.amazon.com/Developer-Facing-Startup-market-developer-facing/dp/B0D4KGHQML- Developer Facing Startup Founder's Academy (Adam's course) https://developerfacingstartup.dev/- Value Proposition Design book ⁠https://www.amazon.com/Value-Proposition-Design-Customers-Strategyzer/dp/1118968050- Lean Customer Development book https://www.amazon.com/Lean-Customer-Development-Hardcover-version/dp/1449356354TakeawaysTechnical advisory board tweaks for dev marketers implementing this (including the chief scientist persona, social media marketing)Creating authority and actual thought leadership content as a non SME marketerExamples of owning the problem midnshare from Neo4j (graph database newsletter)Strategic narrative framing for dev tools + example from sourcegraphTechnology discovery loop for devs (and getting into those loops)Dark matter devs and how to solve it with targeting “alpha developers” who in turn speak to other devsFree anonymous piece of product + examples from Neo4j and SourcegraphAdjusted value proposition design framework (pains, gains, jobs to be done, AND changes in the environment)Why influencer marketing is the thing to do. Why Adam believes that paid flavor of this doesn’t work. And what you should do insteadWhen introductory developer content is actually the playCreating research-based content factory with an example from jFrog and TailscaleAnd finally, why Adam’s is even doing this.Chapters00:00 The Importance of Iteration in Development04:05 The Role of Feedback in Product Development06:29 Understanding Intellectual Property in Tech09:30 The Evolution of AI and Its Interfaces12:39 The Value of Customer Feedback14:53 The Journey of a Developer Marketer17:38 Creating a Technical Advisory Board20:44 The Role of Problem Framing in Marketing36:55 Becoming an Expert: The Two Paths39:06 The Social Nature of Development40:02 Recruiting Top Talent: Strategies for Marketers42:16 The Journalist Approach to Marketing44:07 Building Authority Through Reporting45:36 Engaging with Your Audience on Social Media48:17 The Pitfalls of Content Marketing51:18 Thought Leadership vs. Content Marketing53:34 Defining Categories in Marketing55:38 Effective Tab Interviews: Key Questions01:00:53 Identifying Trends in Development01:10:17 Understanding the Developer Discovery Loop01:12:39 Understanding the Alpha Developer01:17:49 The Importance of Free and Anonymous Products01:21:53 Listening to Developers: The Key to Innovation01:29:37 Identifying and Prioritizing Problems01:36:38 Becoming a Developer Influencer01:47:09 The Mission to Improve Software ToolsKeywordspodcast, teaching, feedback, iteration, intellectual property, AI, DevTools, marketing, content marketing, thought leadership, thought leadership, tech marketing, developer engagement, market research, product differentiation, developer discovery, community building, content marketing, software tools, startup strategy

In this episode I go over a CISOTOPIA campaign that Wthe security company Wiz ran recently. Basicaly a fake toy store with dozens of funny security puns. Loved it!Links⁠CISOTOPIA https://www.cisotopia.com/Wiz https://www.wiz.io/Jakub Czakon   / jakub-czakon  Chapters00:00 Creative Marketing in Security02:48 Engaging Conference Strategies05:04 Innovative Product Concepts07:43 Understanding Audience ConnectionTakeawaysWiz is known for its humorous branding at security conferences.Creative marketing can differentiate a brand in a crowded market.Engaging with the community is crucial for brand visibility.Top of funnel activities can enhance brand awareness.Using humor in branding can create memorable experiences.Interactive games can effectively communicate security concepts.Understanding your audience is key to successful marketing.Playful branding can make technical subjects more approachable.Memes and humor can strengthen community connections.Innovative ideas can lead to increased audience engagement.Keywordscloud security, branding, marketing strategies, audience engagement, innovative ideas, Wiz, CISOTOPIA, security conferences, top of funnel activities, community vibe

I go over all core elements on Polypane's homepage reviewing copy, design, information flow and more. This was community-requested teardown. If you'd like your homepage/ads/content reviewed -> send it over. Links:Polypane homepage https://polypane.app/Dev tool landing page examples https://www.markepear.dev/examples/landing-pageJakub Czakon https://www.linkedin.com/in/jakub-czakon/TakeawaysDevTools should be clearly defined for users.Ambitious language may not add value to messaging.Visuals must effectively communicate product features.Headlines should be re-evaluated for clarity.User experience is crucial in product design.Community engagement can enhance product credibility.Features should be presented in an easily digestible format.Testimonials should connect to a broader community narrative.Product differentiation is key to standing out.A clear call to action can improve user engagement.SummaryIn this conversation, Jakub Czakon provides a detailed teardown of Polyplane, focusing on its use of DevTools, product clarity, user experience, and marketing strategies. He emphasizes the importance of clear communication of features, the need for effective visual design, and the value of community engagement and testimonials. Jakub also discusses the significance of product differentiation and offers recommendations for improving the overall presentation and user understanding of Polyplane.Chapters00:00Introduction to Polyplane Teardown03:18Understanding DevTools and Its Importance06:12Evaluating Product Messaging and Clarity09:14Feature Presentation and User Engagement12:37Design and User Experience Considerations15:30Community and User Testimonials18:17Product Completeness and Feature Listing21:33Differentiation from Competitors24:31Final Thoughts and RecommendationsKeywordsPolyplane, DevTools, web development, user experience, product design, marketing strategy, responsive design, accessibility, features, testimonials

I this episode I review the homepage of BuildKite, focusing on how the design effectively showcases social proof through mini case studies and uses a platform diagram as an interactive visual in product sections lower down the page. Links⁠- Buildkite https://buildkite.com/- Jakub Czakon https://www.linkedin.com/in/jakub-czakon/- Justin Gage https://www.linkedin.com/in/gagejustin/Chapters00:00 Introduction to BuildKite and Social Proof02:32 Teardown of BuildKite's Homepage05:21 User Experience and Design Elements07:39 Communication of Features and Differentiation10:31 Quotes and Testimonials13:08 Final Thoughts and RecommendationsTakeawaysBuildKite effectively showcases their product despite its complexity.Social proof is front-loaded, enhancing credibility.The homepage connects product functionality with customer success stories.Visual communication is crucial for user engagement.The use of diagrams helps clarify product features.A strong differentiation strategy is evident in their messaging.User testimonials could be more prominent for impact.The homepage could benefit from a clearer 'how it works' section.Integrations with other tools should be highlighted.Overall, BuildKite's homepage is well-designed and effective.KeywordsBuildKite, homepage design, product value, social proof, user experience, differentiation, customer focus, visual communication, testimonials, integrations

Itamar Ben Yair, a LinkedIn ads consultant specializing in TikTok-style video ads, shares fresh insights on captivating tech audiences. He emphasizes the importance of using B2C aesthetics to engage cold audiences and discusses the nuances of targeting niche keywords. The conversation dives into the changing landscape of privacy in advertising, highlighting the challenge of reaching tech-savvy demographics. Additionally, Itamar outlines creative strategies for producing effective video ads and the significance of prospecting campaigns in tech marketing.

I go over all core elements on Deepgram's homepage and playground and say what I like, what I don’t like, and what changes I’d test out. Spoiler alert: their site is awesome. Links:Deepgram homepage Dev tool landing page examples TakeawaysDeepgram's homepage effectively communicates its product through layered visuals.Clear and concise copy is essential for user understanding.CTAs should prioritize developer engagement over buyer-centric approaches.The playground feature is a valuable tool for user interaction.Community engagement is crucial for building trust among developers.Enterprise sections should focus on trust and security features.Testimonials can enhance credibility and user confidence.Highlighting integrations with popular SDKs can attract more developers.A well-structured website can significantly improve user experience.Continuous testing and iteration are key to optimizing website performance.Deepgram Website Teardown: Insights and RecommendationsUnpacking Deepgram's Voice AI Marketing StrategySummaryIn this conversation, Jakub Czakon provides a detailed teardown of Deepgram's website, focusing on its design, copy, and user experience. He highlights the effectiveness of the visual representation of the product, the clarity of the copy, and the importance of CTAs tailored for developers. Jakub emphasizes the need for community engagement and trust-building elements, especially for enterprise users. He concludes with overall impressions and actionable recommendations for improving the website.Chapters00:00Teardown of Deepgram's Homepage03:38Analyzing Copy and CTAs06:31Exploring the Playground Feature09:21Community and Enterprise Focus12:31Final Recommendations and Overall ImpressionsKeywordsDeepgram, website teardown, voice AI, developer marketing, API, user experience, community engagement, enterprise solutions, CTAs, product features

My thoughts and frameworks for thinking about attribution, incrementality, decision making in the context of developer marketing, optimizing channels, and allocating resources to programs. Links:How to prove ROI of developer marketing? Developer marketing metrics and attribution (practitioners guide) TakeawaysAttribution should always be connected to decision-making.Reporting is often a prelude to decision-making in attribution.Attribution can only be directional, not 100% accurate.Focus on optimizing activities within channels rather than exact attribution.Incrementality is about understanding the growth driven by activities.Self-reported attribution can provide valuable insights despite its flaws.Early-stage companies should prioritize clear impact from activities.Marketing mix modeling helps correlate impressions with outcomes.It's crucial to focus on fewer activities for greater impact.100% attribution can lead to risky marketing decisions.SummaryIn this conversation, Kuba discusses the complexities of attribution in marketing, emphasizing the importance of understanding its purpose and the distinction between attribution and incrementality. He argues that effective attribution should inform decision-making and drive meaningful business metrics rather than merely serve as a reporting tool. Kuba also explores various methods for attribution, including self-reported attribution and marketing mix modeling, advocating for a focus on directional insights that lead to incremental improvements in marketing efforts.Chapters00:00Understanding Attribution in Marketing12:26The Importance of Directional Insights18:36Methods for Effective Attribution27:18Driving Incremental ImprovementsKeywordsattribution, marketing, decision-making, incrementality, data analysis, ROI, marketing channels, self-reported attribution, marketing mix modeling, insights

Demetrios Brinkmann, the creator of the thriving MLOps Community, shares his insights on building developer communities. He emphasizes the importance of connecting personally with members and seeding engaging conversations. Demetrios discusses fostering a fun and inclusive culture while tackling the challenges of scaling engagement. He highlights the need for targeted resources, collaboration, and nurturing individual contributions to enhance community dynamics. Additionally, he addresses the vital role of networking and mentorship in boosting career prospects within tech.