Hello! Baruch Sadogursky I did DevRel before I knew it has a name Employee ~6 of JFrog ($FROG)

Hello! Baruch Sadogursky I did DevRel before I knew it has a name DevRel Advisor at large

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Does my company n eed Developer relations?

Relations exist

Everybody impact company’s developer relations

Marketing funnel! AWARENESS Ads DISCOVERY Webinars EVALUATION Emails INTENT PURCHASE LOYALTY Calls Calls and emails Support sessions

Developers distrust traditional marketing

Doing it right AWARENESS SEO and Technical Content DISCOVERY SEO and Technical Content EVALUATION Technical Content INTENT Technical Content PURCHASE LOYALTY Calls and emails Technical Content

Product design process! Guess Reinforce biases Guess again

Product has a hard time predicting the right features

Doing it right Ask Developers Ask Developers Ask Developers

headhuntng funnel! ATTRACT Ads CONVERT LinkedIn Messages ENGAGE Emails TRACK Calls CLOSE Calls and emails DELIGHT Meetings

Developers hate cold calls (And messages)

Not only calls, btw…

Doing it right ATTRACT Networking CONVERT Networking ENGAGE Networking TRACK Networking CLOSE Calls and emails DELIGHT Developer Relations

R&D teams feel unappreciated

Empowering developers, but for real

R&D Marketing HR DevRel Support Product Sales

ROI is a trap

“Without data, you’re just another person with an opinion”

Where the leads/sales come fr om? PPC/Ads Subject SEO DevRel

Measure what makes sense Have trust & vision for everything else

“the plural of anecdote is not data”

“the plural of anecdote is not data”

Where to invest? StackOverflow 25 20 Social 15 Blogs 10 5 0 YouTube Online talks Hackatons In-person talks

Reuse Blog post is a YouTube video is a conference talk

Tough call Broader Reach Better Engagement Measurable* Building Relationships No Travel Better Feedback

Who’s who Dev Advocate/ Tech Evangelist Content, Delivery

Evangelist vs Advocate

Who’s who UX Expert Product Feedback Tech Writer Content DevRel Engineer Content DevRel Manager Remove Obstacles and Let Team Run

Hiring a rock star Established Brand THEIR Brand Experience Burnout Network THEIR Network

raising a rock star Eager to learn Lack of DevRel knowledge Knows the product Requires mentoring Technical skills Loosing resource on another team Cheaper

A day week month in devrel

How do I build my product for better Devrel?

Magic should be free

Sell order

Baruch’s Three-step product Exciter: • • • Personal Free Exciting Collab: • • • Team $$: below radar Collaboration model For devrel Control: • • • Enterprise BIG $$$$ Compliance

Any questions? You can find me at @jbaruch (everywhere) & i.am@jbaru.ch