DEVGUILD: PRODUCT MARKETING
MAY 2ND, 2019 | 1-5PM
Whether you’re launching a new product, feature, or enterprise suite— there’s an art and science to the way you reach, engage, and delight your users. On May 2nd, 200 founders and product leaders met to discuss how they bring winning products to market again and again.
WATCH THE TALKS
Few growth-stage companies succeed on a sole product offering. This panel of successful cofounders explore how successful B2B companies go from delivering a single developer tool, to building massive platforms. The session explores real examples in how repackaging, new market expansion, and competitive analysis have made them category leaders.
While product marketing is so often sought after by founders, the definition of the role’s responsibilities, goals and resource investments are often blurry. Indy Sen defines product marketing, some of the common responsibilities and misconceptions of the role, and the metrics that matter from an org-wide perspective, during launches, and beyond.
Often misunderstood as an exercise you do only for press releases, messaging can be an effective source of truth and a competitive differentiator across your org’s marketing, product, sales and hiring. In this session you’ll learn what it takes to craft strong messaging, the process to getting there, the methods to test it, and the best ways to cascade your messaging to other aspects of your organization. Follow along at home using Betty’s Framework Doc.
There is no universal developer, nor is there just one universal developer segment. Panelists cover high-fidelity personas, research methodologies, and the assets to capture and communicate to various segments.
Whether you’re launching a beta product, into GA, or working on your feature releases or enterprise product, there’s a series of steps you should take. Similar to incident response planning, Jen Taylor shows us how launch planning requires criteria scoring, goals, a team, a budget, a series of MVP assets, and next steps with marketing, product, and sales.
You’ve got to maintain product and platform momentum over time. But how? And what are some realistic expectations? Hiten Shah discusses how product marketers and teams need to empathize with the customer’s needs in order to continually iterate on the user experience, validate inbound channels, fix onboarding, and improve processes and platform engagement strategies over time.
Just because you’ve built an amazing community, doesn’t mean you’ve built a viable business. How do you balance open source, community projects and self-serve users with the need to drive commercial revenue? This panel of C-level execs discusses the choices they’ve made to support developer community and concurrently scale to the enterprise.
ABOUT THE EVENT
DevGuild: Product Marketing is a half-day event exploring the tactics and strategies that great developer and B2B SaaS product companies use to message, launch and drive adoption for their products. At this event you’ll learn to:
- Define your product and feature launch playbook;
- Build your brand positioning and create effective persona-driven messaging; and,
- Optimize product and marketing for user adoption and growth.
Co-Founder and CEO, GitLab
Co-Founder and CPO, Zapier
Co-Founder and COO, Bitnami
Founder, FYI, Crazy Egg, Product Habits, KISSmetrics
Co-Founder and CEO, Netlify
Co-Founder and CPO, npm
Head of Products, Cloudflare
Developer Relations Program Manager, Google
Head of Product Marketing, WeWork
VP Product Marketing, Jama Software
Head of Product Marketing, Stripe
Director of Product Marketing, Figma
VP Marketing, Solo.io
Director of Product Marketing Platform, Shopify
VP Product Marketing at Pendo.io