Two days packed with sessions, workshops, panels and networking events for and by the top devmarketing professionals in the industry!

The schedule is subject to change.

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 20 years. In this session Janel presents highlights from the most recent Evans Data 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 devmarketing!
9:45am – 10:30am Alisa Maclin, IBM – Vice President of Developer Marketing
Code and Response:  Engaging Developers through Passion Projects
According to Evans Data’s 2019 Developer Marketing Survey, depending on the country,  57% – 72% of software programmers worldwide develop software on their own personal time not related to their day job.  Further, only one in five developers chose their career predominantly for the money.  The top reasons developers chose their career were personal curiosity, interest in technology, and to challenge themselves and develop skills.  Coding is more than a profession, it is a calling for many programmers.  How do you harness that passion and commitment to attract and keep developers engaged?  In this session learn how the Code and Response initiative uses open technologies for social impact and how influencer and social programs have successfully engaged hundreds of thousands of developers around the globe. 
10:30am – 10:45am Break
10:45am – 11:30am Daphne Zargar, General Motors – Global Manager: In-Vehicle Apps & Partner Relations, Connected Ecosystem Integration
Why I Love Heavy Metal:  In-Vehicle App Experiences at General Motors

Building world-class development teams internally and externally in the automotive industry presents unique challenges.  Balancing an environment that has a long-lead manufacturing cycle with iterative software development requires a mix of technical and soft skills to be successful.  Leaders want to understand useful strategies and specific steps they can take to build creative cultures and inspired teams.  Telling the story and journey of building the leading development teams at GM and our external outreach with the most connected vehicles on the planet will reveal methods that any leader can implement within their own space.
11:30am – 12:15pm Growth Marketing – Reaching Developers around the World
Demand generation can be challenging. You’re required to craft engaging content, campaigns and events while tracking your acquisition, conversion and optimization experiments. Join these experts as they discuss how to generate demand for your product, platform or service from developers around the world. 
Panel Moderator: Marc Naddell, Gyrfalcon Technology – VP of Marketing
Summer Liu, Alibaba Cloud – Head of Growth Marketing, USA
Anika Nieh, TomTom – Head of Developer and Enterprise Marketing

Ryan Pollock, DigitalOcean – Senior Product Marketing Manager
Jaemi Bremner, Adobe – 
Group Manager, Strategic Initiatives and Developer Advocate, Adobe Experience Platform
12:15pm – 1:15pm Lunch
1:15pm – 2:00pm Cliff SimpkinsMicrosoft – Director, Azure Developer Audience Marketing
How Developers Break Traditional Marketing Theory (and why you should too!)
Developer marketing is a unique and rapidly evolving discipline. As developers play an increasingly critical role in every company, the need to effectively identify, recruit, and communicate with them has become a mainstream need. Software companies building this new muscle have too little to rely on in terms of established pedagogy – leading to different approaches, different staffing, and even calling it by different names (dev marketing, dev relations, advocacy, and evangelism being among the most popular). This session will explore how to evolve the traditional marketing funnel to support authentic developer engagement, while balancing ongoing efforts to feed a successful developer marketing motion. 
2:00pm – 2:45pm Interactive Hot Topic Round Tables 
Join your colleagues for in-depth roundtable discussions on topics that matter in developer marketing, including social media, messaging, developer events, content, segmentation and personas, blogs & webinars, and the path to purchase.
2:45pm – 3:00pm Break
  Track 1 Track 2
3:00pm – 3:45pm Lacey Senko, Cisco – Head of Developer Marketing
7 Tools to Grow: Using Skill Building to Grow your Community
Developers are like chameleons: Each of them has characteristics that make them special. Like chameleons, devs change interests as frequently as chameleons change colors. Devs are constantly seeking unique ways to grow their skills to excel in their current job, prepare for their next move or simply stay ahead of the curve. This year, Cisco’s developer community DevNet, is taking skill building to the next level. Come learn about seven specific ways the DevNet marketing team is using this skill building call to action to help grow the community and drive engagement that aims to ensure the DevNet community members are successful in finding their true colors.
Danni Scott-Duke, HERE Technologies – Global Head of Developer Marketing
Marketers Have a Million Problems but Getting Good Customer Stories Shouldn’t be One of Them. 
One of the most valuable and sought-after forms of content is the customer success story. In fact, they can be powerful cornerstones of an audience-focused content strategy. Unfortunately, producing these stories can be difficult and time consuming – but it doesn’t need to be this way. In this session, Danni will discuss a practical approach to harnessing the power of crowd sourcing and user-generated content to transform the way you develop customer experience and use-case material. We’ll talk about real-world examples that can improve the entire practice of producing and promoting customer content. Key takeaways: 
• Integrating customer voice with company culture into authentic, powerful content
• Energizing and empowering your customers to tell their stories
• Developing an agile process and tools that balance the workload while maintaining creative control and brand standards
3:45pm – 4:30pm Nisha Baxi, Salesforce – Director of Developer Marketing
Top 5 Lessons every Developer Marketer Should Know
Learn what to keep in mind when building a developer community, marketing campaign and messaging. If you’re a seasoned dev marketer or brand new to the trade, you’ll learn something new in this session!
Jesse Williams, Red Hat – Sr. Product Marketing Manager, Red Hat Developer Program
Building Developer Community Programs – Why Engagement is Everything
Over the last 8 months, Red Hat Developer has been rethinking its developer community strategy and refocusing its attention on driving one metric, community engagement. This talk will cover the lessons we learned, the results we’ve achieved, and the strategies we will be doubling down on. 
4:30pm – 5:15pm Lily Li, ServiceNow – Director of Product Marketing
How to Build a Developer Marketing Strategy
ServiceNow Developer Program has been consistently growing at over 70% YoY for the past 5 years. This success is largely due to a holistic developer marketing strategy that ranges from awareness and acquisition to adoption, and all the way to advocacy. Lily Li will go over the exact strategies and tactics used to build out a successful marketing plan that scales and can help you get funded internally. The second half of the session, we’ll use what is presented and apply the structure in a hands-on exercise to build out a blueprint of your developer marketing strategy for 2020. Those who attend this session will walk away with a clear understanding of how to approach and build out a marketing strategy that is tailored to your developer audience and your business needs.
Michelle Little, Evans Data Corp – Analyst
Digging Deeper: Understanding Developer Motivations
A key goal of market research is to reveal actionable findings that inform business purposes. Too often, motivational data is overlooked. What factors drive developers to make the choices they do? Accurately tuning into developer motivations allows developer relations professionals to better meet the needs of developers through marketing and programs. In this session, we will explore techniques from user experience research, psychological science and market research to uncover developer motivations. In the process, we will use examples and methods from Evans Data’s research to better understand how developers make choices.
5:15pm – 6:15pm Networking Cocktail Reception – Sponsored by
Join your fellow attendees for drinks, networking, and enjoy fun giveaways from the tech marketing experts at!
8:30am – 9:00am Registration
  Track 1 Track 2
9:00am – 10:00am Lisa Sidlow, – Vice President of Sales and Marketing
It Takes a Content Ecosystem to Build a Developer Community
Marketing hyperbole does not help brands build relationships with developers; however, developers influence purchase and adoption of software tools. Learn how to use technical content to nurture a developer community – whether it is an organized community (like around a specific API) or a community of developer advocates/micro influencers. If you attend this workshop, Attendees will learn: 
• What technical content developers consume
• How they like it organized and styled
• Our recommendations
• Some real-world examples
Michael Rasalan, Evans Data – Director of Research
Understanding Developer Segmentation and Determining Developer Personas
This workshop 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.
10:00am – 10:15am Break
  Track 1 Track 2
10:15am – 11:15am Joy Cicman Liuzzo, Stack Overflow – Product Marketing Director 
Organic Insights from Developers
Developers add topic tags to every question on Stack Overflow, self-defining the specific keywords that describe the content. These topic tags are a great source of organic insights for marketers. This workshop will share a few of these insights and then we’ll do live queries of Stack Overflow’s topic tag data based on questions from the audience. Attendees will leave with a clearer picture of overall technology trends and uncover new details that will help them in their developer marketing strategies.
Bernice LeBlanc, BeMyApp – Head of Sales
Industry-Firsts: Developer Marketing Ideas You Haven’t Heard of 
Your pain points are consistent, but how do you make your program’s voice stand out among the others if you’re relying on the same messaging & engagement methods? As a developer marketing agency launched in 2010, BeMyApp has seen it all as the industry has evolved. Today, we’ll run through some common pain points with targeting this unique audience. You pick the top 3, and Bernice will show you some new solutions you haven’t thought of yet. 
11:15am – 12:00pm Belinda Adkisson, Intel – Director, Global Marketing
Mind the Gap!  Protecting Your Marketing Efforts from Hidden Cracks
Our tech world moves at a dizzying pace, and our environment shifts speedily as we confront constant change. We can choose to seize the exciting opportunities that emerge, or be pulled under by herculean waves. Belinda Adkisson, Director of Global Marketing at Intel, will talk about how to embrace this change and translate it into a competitive advantage. She’ll explore what happens when new techniques, processes and systems are introduced and how to ensure potential gaps are surfaced before they become unforgiving chasms. She’ll discuss what happens when best practices become obsolete, highlight key points to keep in mind when launching and marketing new products, and talk about how to navigate mountains while avoiding valleys.
12:00pm – 1:00pm Lunch
  Track 1 Track 2
1:00pm – 1:45pm Marisa Almeida, Square – Senior Product Marketing Manager, Developer Platform
Taking your Platform Marketing Strategy from 0 to 1
For the last ten years, Square has built a well-known and trusted brand among small businesses, based on a product suite designed for that audience. They only started exposing APIs — and contemplating developers as an audience — three years ago. In that time, Square has gone from “Why are you at this dev conference, don’t you sell dongles for farmers’ markets?” to “This is developer marketing done right!” Square is still in the early stages of scaling their platform marketing strategy, but they also learned a few things going from 0 to 1. In this session, Marisa will discuss the cornerstones of designing a platform marketing strategy that fits your company and sets you up to scale, and creating a developer brand that stands out.

Paige Paquette, Slack– Group Manager, Developer Marketing
The Right Product for the Job: Kickstarting Your Developer Community on a Shoestring 
Good news: You don’t need a large team or a big budget to inspire, convert, enable developers. You just have to know how to speak their language. Paige Paquette, developer marketing lead at Slack, will share her frameworks for building developer go-to-market strategies that result in lasting engagement and enthusiastic advocates. In this session, you’ll learn: 
• Actionable ways to segment – and develop messaging for – your future community
• How to select tactics that drive engagement pre- and post-launch 
• Identifying what metrics matter – and where to focus your efforts

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 – 3:30pm Prizes, Pastries and Champagne! 
We’re closing the show with a networking reception. Join your fellow attendees for champagne, pastries and prizes. We’ll select the winners and distribute the prizes for 4 contests. You must be present to win!

Developer Marketing Summit
September 23-24, 2019
The Westin
San Jose, California
Click here for the
2018 Summit highlights
General inquires:
(800) 831-3080
2019 Sponsors
2019 Participating Companies





Join these top marketing pros while they share their experiences, knowledge and insights on how to reach developers with authenticity while increasing brand growth and value.