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Hello! Baruch Sadogursky I did DevRel before I knew it has a name Employee ~6 of JFrog ($FROG)
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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?
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Relations exist
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Everybody impact company’s developer relations
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Marketing funnel! AWARENESS Ads DISCOVERY Webinars EVALUATION Emails INTENT PURCHASE LOYALTY Calls Calls and emails Support sessions
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Developers distrust traditional marketing
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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
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Product design process! Guess Reinforce biases Guess again
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Product has a hard time predicting the right features
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Doing it right Ask Developers Ask Developers Ask Developers
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headhuntng funnel! ATTRACT Ads CONVERT LinkedIn Messages ENGAGE Emails TRACK Calls CLOSE Calls and emails DELIGHT Meetings
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Developers hate cold calls (And messages)
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Not only calls, btw…
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Doing it right ATTRACT Networking CONVERT Networking ENGAGE Networking TRACK Networking CLOSE Calls and emails DELIGHT Developer Relations
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R&D teams feel unappreciated
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Empowering developers, but for real
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R&D Marketing HR DevRel Support Product Sales
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ROI is a trap
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“Without data, you’re just another person with an opinion”
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Where the leads/sales come fr om? PPC/Ads Subject SEO DevRel
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Measure what makes sense Have trust & vision for everything else
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“the plural of anecdote is not data”
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“the plural of anecdote is not data”
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Where to invest? StackOverflow 25 20 Social 15 Blogs 10 5 0 YouTube Online talks Hackatons In-person talks
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Reuse Blog post is a YouTube video is a conference talk
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Tough call Broader Reach Better Engagement Measurable* Building Relationships No Travel Better Feedback
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Who’s who Dev Advocate/ Tech Evangelist Content, Delivery
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Evangelist vs Advocate
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Who’s who UX Expert Product Feedback Tech Writer Content DevRel Engineer Content DevRel Manager Remove Obstacles and Let Team Run
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Hiring a rock star Established Brand THEIR Brand Experience Burnout Network THEIR Network
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raising a rock star Eager to learn Lack of DevRel knowledge Knows the product Requires mentoring Technical skills Loosing resource on another team Cheaper
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A day week month in devrel
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How do I build my product for better Devrel?
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Magic should be free
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Sell order
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Baruch’s Three-step product Exciter: • • • Personal Free Exciting Collab: • • • Team $$: below radar Collaboration model For devrel Control: • • • Enterprise BIG $$$$ Compliance
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Any questions? You can find me at @jbaruch (everywhere) & i.am@jbaru.ch
