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Marketing Knowledge for Developers

When you are a Developer at a certain company its quite good for you to don't know about marketing stuff. A bit more advanced, if you are freelancing in the online market places this time you may need to know a little bit.

But when you are founding your startup, You need to know a lot about marketing, growth hacking , getting business leads, doing 24/7 communication for one sale or for one final deal, this the phase I am currently in now.

Doing 24/7 communication around the world, cause at the end Sales and revenue that's what matters for a startup.

I have been looking for tools, tips. tactics and resources to develop this skill set, trying newer things every new day.

Is there any suggestion from the FD community here or would you please share your personal experience here.

Many thanks

15 Replies

Michael Haupt
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Michael Haupt Entrepreneur
Strategist, speaker, mentor, advisor | Creator of The 2100 Pendulum - a simple model to explain today & predict tomorrow
You are asking the question all technical founders struggle with - "I've built an awesome product, now how on earth do I tell the world about it?"

That's exactly why I put together a marketing toolkit to help startups solve this problem. I won't post a link here, because that smacks of self-promotion ;) Checkout my profile if you're interested.

To answer your question about 24/7 communication - do checkout a very useful tool called https://www.intercom.io. All serious startups use them, and they've written a number of highly recommended books on customer engagement and product design. There is a small cost to use them, but way less than what your time is worth.
Peter Johnston
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Peter Johnston Advisor
Businesses are composed of pixels, bytes & atoms. All 3 change constantly. I make that change +ve.
The world used to be about physical things. Making change was hard and was kept to the C Suite.

Now our world - and our companies are made up of pixels and bytes. Pixels in the images by which we persuade. And bytes in the data which informs everything we do. Change is now easy and made at all sorts of levels in the organisation.

The people in charge of both pixels and bytes are developers. They can set up systems by which these constantly re-iterate and move the organisation forward, hopefully faster than the market.

Marketing is now a technical discipline and systems, not salespeople, drive sales, engagement and loyalty. They make a service easy to find and attractive to engage with. They make buying (whether once or recurring) so simple nothing can go wrong. They generate a sense of pride about the association. And they widen that engagement to more products or services, improvements to the ones you have and to sharing the word to friends, colleagues and everyone else they influence.

As a Developer this is one of the most important things you do. And it isn't just for the Sales or Marketing team - it affects everything you develop, ever. That just so easy user interface, that soft fallover when something goes wrong, that intuitive way back when the user makes a mistake - those things are now the interface between user and company - they are your brand and how the customer perceives your organisation.

We've moved from vertical silos with everyone in their own department throwing rocks at eachother, to a horizontal organisation. As developers we are layer everything else is built on. If we don't do it well, no-one else can as they are building on our foundations.

That means understanding human behaviour has become a core skill for developers. They can no longer say user interface or customer experience is someone else's job. The power of that interface depends on a blend of technology and psychology - getting the psychology right and leveraging the technology to create something with a real Wow factor is a company's new competitive advantage - and that's your job.

We have left the IT Crowd back room and basement developers behind - developer and datascientist are now the core skills for every organisation which aspires to be better than the rest.
Michael Boezi
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Michael Boezi Advisor
Writer, Strategist, Educator.
Marketing is everyone's job when you're at a startup, even the developers. The good news is that the rules of marketing have changed, and I believe that anyone can do it now. It still takes a lot of work, but the opportunity is a gift.

I am an advisor to small businesses and startups, so I teach this to clients every day. Here are some free resources that I've created-I hope you get something out of them:
My podcast, Marketing without the Marketing: http://marketingwithoutthemarketing.com
My blog series, Content Strategy for Entrepreneurs: http://bit.ly/MB-CSE
Omon Imolorhe
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Omon Imolorhe Entrepreneur
Business Analyst | Product Manager
Shibab, That is a great question you asked, and I am glad you asked it because many businesses have the same problem you have. Generally, conventional wisdom demands that you do all of them or as many of them as possible. I would argue to the contrary. The reason for that is, i have had the opportunity to advise small businesses around, and many of them believe that the more marketing avenues you are in, the better for you. While that is somewhat true, you often find that it is wasted effort because you may not be capitalizing on the best avenue for your service or product. Not every product or service needs to go viral, and not every product or service needs growth hacking. It depends on the kind of service and product, and who your core base is. You'd be surprised that perhaps your product or service will be best served going the traditional route rather than the digital route. In your case, I would advise that you consider the traditional approach of having press coverage, through magazines, and television. You can start from places like MIT review, Wired or even PC magazine, just to name a few. Hope that helps. Omon imolorhe Omon Imolorhe [removed to protect privacy] Let's Connect: https://www.facebook.com/omon.o.imolorhe https://twitter.com/Omon_Imo http://www.linkedin.com/in/omonimolorhe "The wise man doesn't give the right answers, he poses the right questions." - Claude Levi-Strauss
Sharon McCarthy
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Sharon McCarthy Entrepreneur
Chief Marketing Officer
I'm a 20+ year professional marketer. Here's what I tell people.
  • Hubspot Inbound marketing certification. This is a good overview of the tactics of marketing, especially if you're a B2B business.
  • For your brand positioning/promise (the benefit to customers) I'd read and commit to memory Doug Hall's book, Jumpstart Your Business Brain. Even though it's very B2C focused, it's still one of the best books out there on brand positioning and it's been validated by a ton of data.
That should get you started. Other places to look are the online courses from Northwestern or Coursera. Avoid anything by the Shaw Academy. Lynda is hit or miss.

Other books: Michael Hyatt's How to Build a Platform in a Noisy World. Daniel Pink's, To Sell is Human. Positioning by Trout and Ries. If you're B2B, definitely read Moore's Crossing the Chasm.
Anthony Miller
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Anthony Miller Advisor
President & CEO at millermedia7
Hi there! Not sure what kind of startup you have, but there is plenty of goodies here.http://steveblank.com/tools-and-blogs-for-entrepreneurs/

Good luck!
Ananth Agasthya
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Ananth Agasthya Entrepreneur
Principal Facilitator at ILIFESigmoid
Dear Shihab Uddin, I am happy that the questions have come to your attention at this stage. I am not a marketing Guy but I can share a few things from my own failures and insights. 1. Many times we make assumptions without verifying whether they are valid or whether there is any risk that the assumption may not turn out to be right. So whenever you decide anything, including price, delivery schedule etc., it may be worthwhile writing down your assumptions. Sometimes, we may realize that the assumptions are simplistic. 2. Selling and getting business is about focus. I would recommend that you segment the market as each segment require a different strategy and approach. Choose to focus on the segment which will give you maximum leverage, not just what is easy. 3. There is another fallacy that we are often blinded by our emotional minds. This is called " what you see is all there is ". We do not question whether there are other customers, other ways of doing, other possibilities which we are not open to etc. 4. Don't get misled by either an yes or a no as an answer. Each customer has a threshold level before he or she commits. 5. Please make sure you spend enough time with the decision makers and influencers and opinion makers. Don't spend time with those who give time. Best wishes . Anantha Agasthya Sent from my iPad
Isabel Fernandez
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Isabel Fernandez Entrepreneur
Product, Operations & Business Development
Hi Shihab, Check out Marketivity. It's is by far the most complete e-course and live event marketing learning method I have tried, and believe me I've been through a few myself as I too founded my startup without knowing anything about Marketing. The software you will get is more powerful that InfusionSoft. And it's all for less than half of the price of InfusionSoft, including all the training, calls, and events. You can contact Keith Aichele directly and let him know I referred you to his Marketivity. If you're interested, please let me know. I'll send you the details through a direct email. Best, Isabel
Jeff Hadfield
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Jeff Hadfield Entrepreneur
Trendsetting, Imaginative Marketing & Content Expert, Cutting-edge Advisor, Coach, Speaker
Shihab,

This is exactly the challenge I've been helping people with for many years. On one hand, I help marketers figure out how to effectively market their products to developers, and on the other, I help developers learn how to grasp the fundamentals of marketing. Many excellent answers precede this one, with some great resources.

Ultimately, however, it comes down to knowing your customer, understanding what problems you're solving for your customer, and the most effective ways to reach your customer. Reaching your customer requires a mix of tactics as you attract customers along the entire buying path.

Happy to chat further; feel free to message me here.

best

Jeff
Isabel Fernandez
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Isabel Fernandez Entrepreneur
Product, Operations & Business Development
Hello Shihab,

I've had the exact same challenges as I founded a startup without knowing much about marketi I have taken many courses now over the years and by far the best one has been Marketivity by Keith Aichele. It is an e-course with live events you can attend as well as webinars every three weeks. The software you get is even more powerful than InfusionSoft and all for less than half the price of InfusionSoft alone. You can contact Keith directly and let him know I recommended you. Let me know I f you're interested and I can send you a private message with his contact information.

Hope that helps!
Isabel
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