The Marketing Playbook for API & SDK Adoption
Download as PPT, PDF7 likes2,246 views
The document is a marketing playbook for API and SDK adoption, outlining strategies to increase developer awareness and engagement through various marketing plays. Key tactics include personalizing messaging, leveraging flagship customers, engaging with the press, and driving thought leadership to generate demand and credibility. The playbook emphasizes the importance of ongoing lead generation and content creation to maintain interest and attract potential users.
The Marketing Playbook for API & SDK Adoption
- 1. The Marketing Playbook for API & SDK Adoption Kate Pietrelli
- 2. You’ve made a great PRODUCT You’re ready to welcome in DEVELOPERS How do you get developers AWARE of your API or SDK, PRIORITIZING integration into their deck, and providing valuable FEEDBACK? 2
- 3. Land of Opportunity 3
- 4. The Competitive Landscape Payments & Offers Game Publishing & Platform Distribution Paid Acquisition & Discovery Analytics & BI Marketing Platform & Messaging 4
- 5. Have You Addressed the Marketing P’s? Product Pricing People Positioning Promotion 5
- 6. Marketing Plays 1. Messaging 2. Flagship Customers 3. Press Engagement 4. Thought Leadership 5. Lead Generation 6
- 7. Beta Phase: Start Early, Don’t Wait • Goal – External awareness to launch – Internally optimize for launch • Approach – Messaging tests – Build initial leads and identify potential case studies • Results – Stronger launch initiative – Credibility early 7
- 8. Play 1: Personalize Your Messaging • Target Audience Who do you need to reach and convince? • Value Proposition What specific benefits does your product provide? (up to 5) • Tailor and Test, Test, Test What resonates with your audience? Is it something tangible (cost savings, time) or intangible (deeper understanding of their users)? 8
- 9. Play 2: Leverage Flagship Customers • Lends validation and credibility to your story • Opportunities: – Media Interviews – Case Studies / Testimonials – Promotional Materials – Events 9
- 10. No Pressure, but Timing is Everything 10
- 11. Launch Phase: Driving Demand • Goals – Brand Awareness and Discovery – Buzz Around Your Product – Action • Approach: – Media Relations – Stories, News Coverage – Thought Leadership – Presentations and Content – Lead Generation 11
- 12. Play 3: Leverage Press Opportunities • Goal – Launch awareness and discovery – Buzz and conversation • Approach – Stories, demos, testimonials – Outlets that reach targets • Results – Articles published – Inbound calls, site visits and emails from targets 12
- 13. Play 4: Drive Thought Leadership • Goal – Build Credibility – Deliver Messaging • Approach – Conference speaking – Webinars and presentations – Interviews – Editorial • Results – Visibility and introductions – Inbound calls and emails 13
- 14. Sorry for Party Rocking When does it make sense to spend? • Goals – Fast, broad awareness – Reach a mass audience • Approach: – Plays 1-4 • Results – Over 130 Facebook social games live in 6 months 14
- 15. Play 5: Ongoing Lead Generation Program • Goal – Inbound Inquiries – Quality List of Leads • Approach – Create different offers – Develop informative content – Create urgency • Takeaways – Always be testing to optimize performance – Don’t forget to track 15
- 16. Create Content People CAN and WANT to Share • Videos • Infographics • Case Studies • Research Reports • Presentations • White Papers 16
- 17. 9 Critical Threats Campaign • Goal – Introduce new product – Drive webinar attendance • Approach – Email campaign – Ads on LinkedIn – Landing page on website – A|B Testing • Results – Increased email open and click rate – Webinar signups and attendance 17
- 18. Don’t Forget Your ABC’s • Take every opportunity to capture contact information from leads: – Call to Action – Landing Page – Signup Form 18
- 19. Free Presentation: The Marketing Playbook for API & SDK Adoption Download this free presentation and learn how to: • Help your product rise above the noise • Get developers to prioritize your product • Leverage the 5 plays: 1. Messaging 2. Flagship Customers 3. Press Engagement 4. Thought Leadership 5. Lead Generation Questions? Kate Pietrelli kate@pathadvisors.com 19