A day and a half packed full of sessions, workshops, panels and networking events for and by the top developer marketing professionals in the industry!


                                            Tuesday, September 19, 2017
8:00am – 5:00pm Registration
8:55am – 9:00am Welcome and Opening Remarks
9:00am – 9:45am Janel Garvin, Evans Data Corp – Founder and CEO
Marketing – From the Developer’s Point of View
Evans Data has been conducting an annual survey of developers focused entirely on marketing methods for almost 20 years.In this session Janel presents highlights from the most recent survey Evans Developer Marketing survey covering topics such as: Knowing the Developer – demographics and psychographics; Motivators and Influencers, Purchasing authority, Outreach, Using Social Media, Contests, Events and Hackathons, Search engine advertising, Using email and newsletters, and more. Find out what actual survey research tells us about marketing to developers!
9:45am – 10:30am Gina Poole, Amazon – CMO of Game Developers
Marketing to Game Developers
Games have the power to connect communities at a massive scale. The evolution that began with arcade communities a quarter at a time, growing to the live streams and esports of today, will continue to a future where games are a global cultural touchstone that cuts across age, gender and nationality. It is estimated that the digital video games market will pass the $100 billion revenue checkpoint by the end of 2017. Learn how game developers differ from traditional software developers and how to market to them.
10:30am – 10:45am Break
10:45am – 11:30am Catherine Solazzo, IBM – Vice President, Ecosystem Program & Digital Experience
EARNING Developers
Marketing to developers??? Can we expect traditional marketing techniques to yield results with a non-traditional community? No way! Developers are a different breed of cohort who like to consume information, form opinions and make decisions in completely different ways than our tried and true IT and LOB personas. Plain and simple, you can’t market to developers, you must EARN their attention, engagement and endorsement. This session will feature best practices on how to better reach developers, earn your position and scale advocacy in your target communities. Come hear some cool ways we’re activating our DeveloperFirst mindset, built on the 3 pillars of: Code, Community & Culture.
11:30am – 12:15pm Belinda Adkisson, Intel – Director of Global Marketing
Integrated Developer Marketing – Connecting the Dots from Contact to Contract
Too often marketing teams get caught in a “catch and release” marketing cycle primarily focused on driving awareness and engagement with prospects at the top of the demand gen funnel. Victory is often declared by meeting KPIs such as unique site visitors and time on site, which can often be realized by simply increasing media spend. However, this mode of operation creates big challenges when budgets are constrained and achieving a positive ROI is essential. Join this session to learn how the Intel Developer Product Division team is evolving its developer integrated marketing programs and gaining greater efficiencies by turning site visitors into high value ongoing customers.
12:15pm – 1:15pm Lunch
1:15pm – 2:00pm Gretchen O’Hara, Microsoft – Vice President, Marketing One Commercial Partner Microsoft, US
Reaching the Modern Developer
The role of the developer is rapidly changing both in the business and core skill set. How do we actively reach and engage with this new Modern Developer that is actively influencing cloud business decisions?  That was the challenge Microsoft set out to better understand and shift both our approach, understanding and engagement strategy to lead the conversation and community of the future.  In this session, we’ll explore how to address some of the key pain points of the modern developer, including discoverability, engagement, and developing preference and loyalty.  We’ll also share a case study of one of Microsoft’s modern developer programs, Mission Mars, an Azure training series that upended traditional marketing to reach developers in a fresh way that builds lasting relationships through deep technical training.
2:00pm – 2:45pm 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, building loyalty, and effective messaging.
2:45pm – 3:30pm Desiree Motamedi, Facebook – Head of Developer Platform Marketing
Lessons Learned from Facebook Email Marketing
To drive success, you need to understand your audience so you can nurture them throughout their journey into becoming a loyal fan base. In this session, you’ll learn how Facebook approaches email marketing – from accessing audience insights to best practices and tips for success. Key take aways include: how to build an email marketing program that ties to the marketing funnel; an in depth understanding of the full path to conversion; how to build deeper relationships with your audience across channels; advice on what it takes to run a successful email marketing campaign; and tools for measuring results and performance.
3:30pm – 3:45pm Break
  Breakout Session
  Track 1 Track 2
3:45pm – 4:15pm Gaurav Chaudhry, Qlik – Senior Director, Developer Marketing
Effective Developer Marketing in a Competitive Landscape
Marketing to developers is not easy. In this session, we will cover how to create an effective campaign for developers. We will discuss three guiding principles that when put in practice, will help you achieve success connecting with this audience and help achieve successful business outcomes.
Uzair Siddiqui, Verizon – Senior Product and Marketing Manager
Lessons Learned from Verizon ThingSpace Developer Outreach
During this session, we will discuss some of our lessons learned as Verizon ThingSpace set out to create an Internet of Things (IoT) developer community. We will cover topics such as role of content and developer events, how partners can assist with outreach efforts and launching a steady stream of products for the developer community.
4:15pm – 4:45pm Jill Sugita-Hulme, Oracle – Director, Global Strategic Initiative – Developer Marketing
How a Corporate Cloud Giant Bootstrapped a Developer Program
Come hear how Oracle bootstrapped a Global Developer Relations Program and was able to move the dial on its global digital share of voice amongst developers in less than a year.
Stephen Donnelly, Accenture – Head of Technology, Webscale Services
Evolving Your Developer Ecosystem

Developers matter. In fact, they might just be the most important stakeholder group in your business. Find out how to run a developer ecosystem efficiently at scale, reinvent your ecosystem to maximize its potential and recruit and engage developers through ongoing marketing and advocacy.
4:45pm – 5:30pm Developer Marketing Best Practices Panel
Developers don’t want to be marketed to so how should you go about selling or marketing your products, platforms, or services to them? Our panel of experts will discuss the best practices of marketing to developers.
5:45pm – 6:45pm Cocktail Reception – Join your fellow attendees for drinks and networking. Sponsored by Developer Media!
Wednesday, September 20, 2017
8:30am – 9:30am Registration
9:30am – 10:30am Marcus Pratt, Mediasmith – VP of Insights and Technologies 
Reaching Developers through Advertising 

Developers are a special group. The may respond negatively to aggressive marketing tactics, are likely to use ad-blocking software, and can be skeptical of marketing claims. But, developers who love a product or company can be very loyal, going out of their way to evangelize an offering. This hands-on workshop will cover the details of advertising to this specific group including: ad format overview and creative best practices; aligning media tactics to objectives and selecting media partners; and creating a measurement plan and calculating ROI. Attending this workshop will give you the insight you need to launch your next advertising campaign targeting developers.
Michael Rasalan, Evans Data – Director of Research
Developer Personas and Segmentation
Michael will discuss the advantages of understanding the natural developer personae within your target market and show you the elements that go into defining developer personae that are right for your company and products. Regardless of what you might have heard developer personae are not one-size fits all.  We’ll examine common elements and then get to work.  Attendees will be encouraged and helped to define the elements that are most compelling within the context of their particular technologies and goals.  Then we’ll take some real world examples for our audience  and see what can be done with them. You’ll leave this workshop with an understanding of how to define developer personae and what you can do with them. 
10:30am – 10:45am Break
10:45am – 11:45am

Kristen Scheven, AngelHack – VP of Marketing 
Developer Conferences and Events

How do you form a long-term, compelling relationship with developers?  There’s a reason the last few years has seen a flourishing of hackathons, with a recent expansion into virtual hackathons, and sustainable community management.  But, putting on a developer event or program isn’t as easy as it may seem. There’s a lot of micro details that go into the logistics, messaging and community engagement that are necessary for success.  This workshop will show you the ins and outs of running a successful developer event, engaging with the developer ecosystem, and give you the confidence to master this compelling form of marketing.

Uzair Dada, Iron Horse Interactive – Founder and CEO
Optimizing Developer Engagement – A Developer Journey Workshop
We all spend a crazy amount of time and resources trying to engage developers to buy our products, download our tools and consume our content.  But we often forget to think about who the developers are, where they go for information – their watering holes – and how they consume information. Join CEO of Iron Horse Interactive, Uzair Dada for an interactive workshop that will showcase how to create a developer journey map and how to put it to use. Gain vital information on how to leverage your Developer Journey Map to create and optimize your developer integrated marketing approach.
11:45am – 12:45pm Ask the Experts! – At the close of the summit we’ll have a panel of SME’s to answer your specific questions about events, contests, hackathons, media buys, advertising, strategic campaigns,  marketing research, quantifying marketing success, and other important areas of marketing to developers.  All questions are direct from the attendees.  This is your opportunity to ask about your particular goals or issues.  Submit a question at any time during the summit to have it asked of the panel at the end – and ALL questions submitted get an entry into our grand prize drawing for Beats Solo3 Wireless Headphones!



































































Check back next year or send us a proposal for the 14th annual Developer Relations Conference in March. Submit a Proposal.