How to Turn Personas and Content Intelligence Into Developer Marketing Gold

A talk by Abhishek Ratna
Product Marketing Lead, Google

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About this talk

Developers are typically the largest recipients of most B2B technology marketing content. Even marketing targeted at the ‘business buyer’ needs to win technical audiences over, because guess who the business decision-maker turns to when evaluating a technology purchase?

However, developers aggressively weed out ‘noise’ from the information. So your marketing touches must be highly personalized and relevant. Most PMMs struggle to segment their marketing lists and audiences into accurate persona-based segments, and have virtually no analytics on how their content or campaigns fare against their target developer sub-segments.

In this session, you will learn:

  • How you may overcome segmentation challenges when marketing to developers and technical audiences

  • A framework to discover how your content engages your different developer sub-audiences

  • How to capture and use important data signals to gauge your content’s performance, and how to rapidly test & optimize your marketing content and delivery to achieve breakthrough success rates

  • Best practices for cross-channel campaign design and orchestration to win with technical audiences

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