| Monday, September 12 |
| 8:00am – 9:00am |
Registration |
| 8:55am – 9:00am |
Welcome and Opening Remarks |
| 9:00am – 9:45am |
Evans Data Corp – Janel Garvin, Founder and CEO
Developer Marketing: An Art Based on Science:
Developers are a special breed and knowing how to reach, interest and persuade them is an art that should be based on a solid foundation of science. Join us as Janel shows how market research focused on software developers can provide the insights and understanding needed to successfully connect with and compel developers’ attention and then loyalty. We’ll look at defining personas, evaluating pricing elasticity, benchmarking against competitors, measuring perceptions, awareness and share of voice, and testing messaging and positioning.
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| Breakout Sessions |
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Track 1 |
Track 2 |
| 9:45am – 10:30am |
Twilio – Jordan Schuetz, Senior Product Marketing Manager, Developer Experience
Bridging the Gap Between Product Marketing & Developer Relations
In this talk, learn from Jordan Schuetz how to strengthen your organization's metrics by working cross-functionally with DevRel, Product Marketing, Product, and Brand. Product Marketing and Developer Relations should work together to bring new developer products to market, and in this session learn what channels to target and how to pitch your initiatives so PMM and DevRel can achieve their goals. Additionally, learn how to bridge the gap across your organization to reach developers through meetups and in-person events.
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Evans Data Corp – James Owen, Director of Research
Defining Developer Personas
Applying personas to a market audience allows us to more effectively envision the similarities and differences of various audience subgroups. This in turn provides the opportunity to finely hone messages for individual groups and precisely target those who might be more amenable to our products. While personas are often “invented” to fit with our product lines, they can also be organically “discovered” through cluster analysis. Find out the pros and cons of each type of persona and the importance of profiling them in this in-depth session.
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| 10:30am – 10:45am |
Morning Break |
| 10:45am – 11:30am |
Meta – Arabella David, Head of Developer Marketing, Global Business Messaging
Jump Start: Building and refining your initial developer marketing strategy
Many companies want to have developers get started with their offerings, but how do you begin forming your strategy and execution plan? In this session, Arabella will share lessons learned and tips to get you to meaningful developer engagement, fast.
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| 11:30am-12:15pm |
Expert Panel
Not all plans work out and not all campaigns are successful.
We all make mistakes, but happily we can learn from them and avoid future errors. In this fascinating panel discussion Marc Naddel leads our panel of industry experts and insiders through tales of the marketing pitfalls that they’ve encountered with developers so we can avoid the same.
|
| 12:15pm – 1:15pm |
Lunch |
| 1:15pm – 2:00pm |
Oracle – Jon Rooney, SVP
Make Yourself Useful: Why top of the funnel for developers feels like bottom of the funnel for everyone else
How to best set yourself up for success in a competitive landscape
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| Breakout Sessions |
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Track 1 |
Track 2 |
| 2:00pm – 2:45pm |
Google – Mauricio Vergara, Developer Marketing, Google Play, North America
Digital events by inertia
Inertia is the tendency of an object to resist changes in its state of motion. In the same way, as marketers, some of us are producing digital events by inertia, as a reflection of physical events. Here are some tactics that have worked and some that have not, and some thoughts to encourage change.
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Zebra – Stacey Kruczek, Global Developer Marketing Lead | Developer Relations
Making the Metrics Count
As developer marketers, let’s be honest, we are driven and measured by metrics. Then what should those developer marketing KPIs look like so metrics matter? How do they differ from developer relations KPIs or are they really that different? In this talk, I’ll share what I have learned as a developer marketing lead, how I’ve built strategy from the ground up and what metrics actually matter.
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| 2:45pm – 3:30pm |
Interactive Hot Topic Round Tables – Join your colleagues for in-depth roundtable discussions on topics that matter in Developer Marketing, including: social media, blogs, developer events and hackathons, creative content, segmentation and personas, advertising, and effective messaging. |
| 3:30pm – 3:45pm |
Afternoon break |
| 3:45pm – 4:30pm |
Developers Alliance – Bruce Gustafson, President & CEO
Government Vs Big Tech: Caught in the Crossfire
Radical change is coming. prepare yourself, your company, and learn how you and the developer lobby can help shape the outcome.
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| Breakout Sessions |
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Track 1 |
Track 2 |
| 4:30pm – 5:15pm |
DataStax – Patrick McFadin, VP Developer Relations
with
John Rae-Grant, Vice President, Product Management and Developer Relations
Interacting with Dev Communities: Developing Your Unique Voice
Discuss ways of establishing your unique voice to stay relevant with developer communities.
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IBM – Daryl Pereira, Managing Editor, IBM Developer
AI is the key to sustainability
As the data in businesses explodes, we need better insights to achieve operational efficiency and to make better use of the earth's resources. Attend this session to understand how we can build a better future.
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| 5:15pm – 6:15pm |
Networking Cocktail Reception – Sponsored by ContentLab.io: Join your industry peers for hors d’oeuvres and drinks and score some awesome giveaways from your friends at ContentLab. |
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| Tuesday, September 13 |
| 8:30am – 9:00am |
Registration |
| Workshops |
| |
Track 1 |
Track 2 |
| 9:00am – 10:00am |
ContentLab.io – Peter White, Technical Content Strategist & Senior Software Developer
Strategy comes first: A framework for creating effective content for developers
Creating content just for the sake of it doesn’t do your brand any favors. In this workshop, we’ll take a strategy-focused approach to content production, tailored from start to finish for developers and technical audiences.
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Evans Data Corp – Scott Burley, Analyst/Project Manager
The Developer’s Journey
All customers, including developers, make a transition or journey leading from an unaware potential market target all the way through to loyal product champion. In this session, Scott will illustrate how you can use market research to help move the developer through the seven stages of the developer journey from awareness to interest and evaluation to purchase, use and finally promotion. Turn your potential prospects into product champions.
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| 10:00am – 10:15am |
Morning Break |
| 10:15am – 11:15am |
BeMyApp – Haley Hughes, Global Marketing Director
Developer Marketing: One Size Does Not Fit All
Cultivating a large and active developer community is a long process. In this session you will learn the importance building relationships with developers and how to accelerate the process.
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Orbit – Patrick Woods, Co-Founder & CEO
Mapping Community Value-Creation to Business Outcomes
A tactical guide to impacting awareness, acquisition, activation, retention, product, and referral by fostering community.
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| 11:15am – 12:00pm |
Google – Matt Thompson, Director of Developer Adoption, Google Cloud
Learned Lessons
First-hand best practices like placing bets, running experiments, and letting "1,000 flowers bloom."
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| 12:00pm – 1:00pm |
Lunch |
| Breakout Sessions |
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Track 1 |
Track 2 |
| 1:00pm – 1:45pm |
ServiceNow – Lily Li, Director, Developer Marketing
Set for Success
How to best set yourself up for success in a competitive landscape
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Samsung Smartthings – Scott Burnell, Head of Developer Relations
Wait...A Community Is About (Real) People?
Explore best practices for engaging your community and providing value at the human level, because personas can't breathe, and message boards don't speak.
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| 1:45pm – 2:30pm |
Live Developer Focus Group
Real life impressions of your marketing efforts
Join us for this live focus group to ask developers questions you want to know. Get some answers on how your tactics are working during this sound boarding session. |
| 2:30pm – 3:00pm |
Prizes and Closing Remarks |
