🤷♂️Selling to Developers
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Why is selling to developers different? Short answer: because their approach to buying software is different than the average customer. Here are a few reasons for this:
They are not your usual SaaS audience
Many companies recognize the need to engage developers but often overlook specialized marketing strategies for this audience. Instead, they approach developers like any other target group. However, using conventional marketing methods with developers not only proves ineffective but may also backfire.
Writing for developers is a skill of its own
In India, based on our discussions with several founders, it's evident that there's a lack of skilled technical writers. Finding copywriters who truly understand development is rare, and developers who excel in writing are not easy to come by. Trusting technical content to non-technical writers can be risky. Similarly, pulling developers away from their paid work to write blog posts can be expensive. It's important to find an approach that works well for you and can be sustained over time. Ultimately, the goal is to find a writer who can relate to and speak the language of developers. As a founder, you have to be that person in the 0-1 journey.
Marketing teams should help them solve their problems first
Engineers and developers are more focused on problem-solving and authenticity. Any developer marketing efforts need to keep that focus in mind—solve problems first, market later (or never).
Don't focus on just leads and slow them down
When you ask for your "lead's" email and gate white papers, guides, and other "resources," developer skepticism increases. You'll get a fake or temporary email address—if you get anything at all. More likely, they'll ignore your attempt to "convert" them.
Developers won't usually join your webinars, give their email for whitepapers, or click on flashy links. They really don't like spam or sales pitches. They just want to try out your product and decide for themselves, so make it easy for them to access it.
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