Canary Test Your Messaging & Other Best Practices for Marketing to Developers

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Learn to Canary Test Your Messaging: PMMs can take a page out of the software development process called Canary testing. This is when developers release an update to a subset of their users in a production environment to expose bugs that might not be found in a test environment. PMMs can learn to use this same technique to test their messaging in real-world scenarios so they can gauge the effectiveness and tweak it as necessary before major product launches.

Leveraging Developer Influencers: If you’re a PMM marketing to developers you need to build out a network of trusted developer influencers. These can be folks from any number of places. They could be internal engineers from your company, external experts from the community, customers, analysts, or even consultants. PMMs should leverage these folks for everything from message testing, to content creation, to product promotion, thought leadership, and community engagement. Marketing to developers is not an easy thing to do in an authentic and relevant way, so working with developer influencers will help you be more effective.

Meet Developers Where They Are: To meet developers where they are, PMMs need to build developer empathy into their launch strategies. That means being super strategic about everything that goes into a launch plan and adapting it to what will be most effective for reaching developers. For example, a launch blog might include sample code snippets and a link to a demo repo so developers can easily try it out on their own. Or you might sponsor a developer-focused podcast or social media channel to get your content in front of the right audience.

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