Bio:
As the leader of Developer Advocacy for Google Cloud Matt leads an organization focused on enabling developers to efficiently build innovative solutions on the Google Cloud Platform. The team engages across Google's cloud platform and tooling, our customer and partner communities, and the open source ecosystem to enable developers to build & operate modern solutions, apps, and services. Previously Matt has led similar developer-focused efforts for Oracle, Microsoft, and Sun Microsystems. When not working alongside devs building the next generation of cloud-based services, you will likely find Matt off an island somewhere participating in his other passion, underwater photography.

Session:
Learned Lessons

First-hand best practices like placing bets, running experiments, and letting "1,000 flowers bloom."

Tuesday, October 25th - 10:00am (PDT)

Bio:
Arabella David is currently the Head of Developer Marketing at Meta for the business messaging products of WhatsApp, Instagram, and Messenger. Before her current role, she was the Senior Director of Global Developer Marketing at Salesforce, and held several developer relations roles at companies like Google, Microsoft, Nokia and various startups.
Arabella is based in the San Francisco Bay Area and outside of work, Arabella can be found kayaking, hiking and hanging out with her family and dog.

Session:
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.

Tuesday, October 25th - 11:00am (PDT)

Bio:
Product marketing leader with marketing strategy, product management and client services experience at the world's largest software company, the world's largest consulting firm, hyper-growth technology companies and several small technology start-up companies. Domain and vertical experience includes enterprise software, big data, devops, IT operations, cloud computing, developer audience marketing, and application platform strategy.
Specialties: Enterprise Software, Product Marketing, Big Data, Strategy Development, Developer Marketing, Platform Marketing, Product Management, Project & Program Management, Client Services, Digital Marketing

Session:
Make Yourself Useful: Why top of the funnel for developers feels like bottom of the funnel for everyone else.

Getting the attention of developers means getting right to the heart of things - giving them the keys to test drive your product or service with minimal framing and easy ways for them to find their own way around. In this session we're going to redefine awareness and consideration for an audience who, despite what you might have heard, aren't immune or allergic to marketing overall, just the same old marketing.

Wednesday, October 26th - 9:00am (PDT)

Bio:
Bruce is the President and CEO of the Developers Alliance, the leading advocate for the global developer workforce and the companies that depend on them. Bruce is also the founder of the Loquitur Group, a DC consulting firm, and the former VP and head of the DC Policy office of Ericsson, a global information and communications technology company, focusing on IPR, privacy, IoT, spectrum, cybersecurity and the impact of technology and the digital economy. He has previously held senior leadership positions in marketing and communications at both Ericsson and Nortel, as well as senior roles in strategy and product management across wireless, optical and enterprise communication product portfolios.

Session:
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.

Wednesday, October 26th - 10:00am (PDT)

Bio:
Janel Garvin is CEO and founder of Evans Data Corp. She founded Evans Data in 1998 to provide actual data about software developers, their adoption patterns, intentions, and attitudes to the software industry. Prior to Evans Data she was a Director of Product Marketing for some of the industry’s most successful development tools from the leading vendors of the time including, Borland, IBM, Symantec and DEC. She put together product positioning, messaging, events, and advertising, and oversaw all aspects of the successful launch of top development tools. It was during this time that she recognized a distinct and unfilled need for market research focused on developers and Evans Data was born.

Session:
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.

Tuesday, October 25th - 9:00am (PDT)

Bio:
Mauricio leads developer marketing in the Americas for Platforms and Ecosystems at Google, marketing technical products such as Google Play and Android. He previously worked at Unity Technologies as a Senior Partner Marketing Manager driving developer marketing strategy and GTM plans across platform partners such as Facebook, NVIDIA, and NASA. He has consulted for Salesforce and other clients on developer acquisition strategies and engagement programs.

Mauricio is also deeply committed to the visually impaired community and has been involved in community service since the age of 14. He currently serves as an advisor for Fundave, a nonprofit organization focused on accessibility and inclusion education for the visually impaired population of Colombia.

Session:
Decoding solutions marketing.

Our job, as developer marketers, is not to sell products and services but to know developers so we can help them succeed. Come and learn how a solutions-marketing approach, based on the developer experience rather than product-based offerings, can help you and your community find success.

Tuesday, October 25th - 12:15pm (PDT)

Bio:
John Rae-Grant leads Developer Experience at DataStax. John started his career with ten years building and then leading Developer Tools (Visual C++) and Developer Relations (MSDN) at Microsoft. After leaving Microsoft, John alternated between talking the talk (consulting) and walking the walk (being an entrepreneur and internal leader) of software leadership, including taking an incubator from startup through IPO as Co-Founder and CTO. Immediately prior to DataStax, John spent six years at Google as a Lead Product Manager for Gmail, Google Play Services, and Google Cloud's Developer Tools. John holds a B.Sc. in Computer Science from Yale University.

Session:
Interacting with Dev Communities: Developing Your Unique Voice

Discuss ways of establishing your unique voice to stay relevant with developer communities.

Wednesday, October 26th - 12:15pm (PDT)

Bio:
Full-stack globally-minded developer marketing maven who believes that every initiative is most successful when developers can quickly deliver the best user experiences. This belief iterates through all of her marketing activities- from crafting and achieving strategic buy-in, conducting A/B testing of the most targeted developer campaigns, to building and growing fruitful collaborations with all partners, internal and external. When not planning, launching, and iterating marketing initiatives, she can be found kayaking, surfing, hiking, bonding with her family and doggo and most importantly, exploring new and potentially dangerous ways to beat up on her sous vide rig/kitchen blowtorch setup

Session:
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.

Tuesday, October 25th - 9:30am (PDT)

Bio:
As a results-driven, metrics-obsessed advocate for developers, Stacey has helped build the Zebra enterprise developer community and currently leads the developer marketing team. She focuses on providing a technical-rich, rewarding experience for developers. Her career spans twenty-five years in digital marketing, product management, social media, campaign management, brand, sales, events management, and technology. She has consulted with small businesses and start-ups on how to build their own marketing strategy. Stacey supports arts in education and volunteers for a non-profit organization that provides support and training to high-performing young leaders from under-resourced communities. She also works with young women helping them build their resumes and start their own careers in marketing and technology

Session:
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.

Tuesday, October 25th - 10:30am (PDT)

Bio:
Lily Li leads Developer Marketing and Programs at ServiceNow and has overseen the rocket ship growth of the ServiceNow developer ecosystem. With over 12 years of experience in Developer Marketing, Lily specializes in awareness, engagement, and product adoption, targeting developers of various backgrounds and skillsets. Before ServiceNow, Lily led Developer Event Marketing for Heroku at Salesforce and Platform Marketing for IT and mobile developers at Microsoft. She found her passion in Developer Marketing when she put on three Google Developer Days events while leading Event Marketing for Google China. Lily is fluent in Mandarin, graduated from UC Berkeley, and is a San Francisco Bay Area native. Outside work, Lily can be found eating and drinking with friends, wake surfing and rock climbing with her husband, and being a mama to her two-year-old son.

Session:
Anatomy of a Successful Developer Campaign

Traditional marketing tactics do not work on developers, who as an audience are known to spot anything that comes across as inauthentic. Developer Marketing is to make marketing invisible. But developer marketing campaigns don't have to be challenging to execute. In this session, Lily will show you step-by-step tactics to run a successful invisible campaign targeting developers. You'll walk away knowing what a developer campaign is, the components of a developer campaign, and how to execute a campaign that will resonate with developers.

Wednesday, October 26th - 12:15pm (PDT)

Bio:
Patrick McFadin is the co-author of the upcoming O’Reilly book “Managing Cloud-Native Data on Kubernetes” He currently works at DataStax in Developer Relations and as a contributor to the Apache Cassandra project. Patrick has worked as Chief Evangelist for Apache Cassandra and as a consultant for DataStax, where he had a great time building some of the largest deployments in production. Previous to DataStax, he held positions as Chief Architect, Engineering Lead and Database DBA/Developer.

Session:
Interacting with Dev Communities: Developing Your Unique Voice

Discuss ways of establishing your unique voice to stay relevant with developer communities.

Wednesday, October 26th - 12:15pm (PDT)

Bio:
Katie Miller is Director of Developer Marketing, Slack. She made her journey to Slack from Google and Asana, where she focused on building and leading developer programs and marketing initiatives. While her career has taken some interesting twists and turns (dental school admissions, cookbook editing to name a few), at its core has been a commitment to creating experiences that get people the information they need to make good decisions and be successful.
When not working from her guest room, Katie spends her time running (both competitively and after her kids and cats), volunteering on political campaigns and at the kids' school, and is always on the lookout for the best lavender latte!

Session:
From fairy tales to Pitch Perfect: Developer Marketing best practices learned from the world around us.

Learn how everyday ideas and stories around us - from fairy tales to scientific processes, games and sports to pop culture, can provide useful frameworks to approach cross-functional communication and alignment, strategic planning, and storytelling to developers.

Tuesday, October 25th - 9:30am (PDT)

Bio:
Scott is a seasoned DevRel veteran with nearly 20 years’ experience building the teams and processes that produce successful developer ecosystems. He launched the first developer program in automotive history with FordDev, where he built a community of over 50k global developers and created the SDL open source platform, the forerunner to CarPlay and Android Auto. Scott also pioneered the early mobile app programs at AT&T, Sprint, and T-Mobile, and has more recently redesigned DevRel communities for Oracle and Samsung.

Session:
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.

Tuesday, October 25th - 12:15pm (PDT)

Bio:
Mithun is a technologist with more than 20 years of industry experience. He brings to table a diverse and unique set of skills and experiences. In the past, he has been a Software engineer/researcher, Product Manager, Product Marketing Manager, Technology Evangelist, and most recently focused on Developer Evangelism and marketing strategy as a General Manager leading a cross functional org of over 50 people globally.

Session:
Expert Panelist

Measuring your marketing team's success

Wednesday, October 26th - 11:45am (PDT)

Bio:
I lead developer marketing for Auth0. A developer at heart, I love the developer community, unknotting systemic problems, coalition building, and good developer storytelling.
Outside of work, I like to roll d20s, build Lego, and spend time with my kids.

Session:
Expert Panelist

Measuring your marketing team's success

Wednesday, October 26th - 11:45am (PDT)

Bio:
Uttam leads Global Programs for Developer Community Ecosystem and Google for Startup Accelerators across Americas at Google. In his current role Uttam has built and grown the Global Programs organization driving Awareness, Education/training, Adoption and Feedback for Google’s developer products among Developers worldwide while keeping needs of the Developers first. Developer Relations Programs which Uttam & his team work on scale to over 130 countries worldwide, reaching over 3Mn devs in-person every year.

Session:
Expert Panelist

Measuring your marketing team's success

Wednesday, October 26th - 11:45am (PDT)

Bio:
As Senior Manager, Marketplace & Developer Experience, Michael is responsible for leading both strategy and execution in growing the Brightcove Marketplace and developer programs. The primary focus is to engage, educate and excite our customers, partners, and the wider developer community about Brightcove’s platform and capabilities.

Session:
Expert Panelist

Measuring your marketing team's success

Wednesday, October 26th - 11:45am (PDT)

Bio:
Marc Naddell is the founder of a platform that brings together a marketplace of professional coaches, skills trainers and industry executives with a global audience of career minded individuals and leaders. He has also been a serial executive in global developer offerings, promoting platforms, tools and services to developer communities in AI, LBS, IOT, Cloud, software OS platforms and wireless device offerings. Marc has a record of success leading programs for companies headquartered in the USA, Europe and Asia.

Session:
Pitfalls and War Stories

Discussing the challenges and roadblocks in developer marketing

Wednesday, October 26th - 11:45am (PDT)

Bio:
James Owen is the Director of Research at Evans Data Corporation and a longtime member of the Evans Data team. He has extensive experience designing and writing Evans Data’s syndicated research. Through Evans Data, he has piloted research initiatives into the Internet of Things and DevOps. In previous careers, James was a high school teacher and print journalist. James has a MA in Education from UC Santa Cruz and a BA in English from Saint Mary’s College of California.
He moonlights as a fiction writer.

Session:
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.

Tuesday, October 25th - 10:30am (PDT)

Bio:
Patrick is co-founder and CEO of Orbit, mission control for communities. He’s the co-creator of the Orbit Model, host of the Developer Love podcast, and is the author of the Brand Strategy Canvas (Apress).

Session:
Mapping Community Value-Creation to Business Outcomes

A tactical guide to impacting awareness, acquisition, activation, retention, product, and referral by fostering community.

Wednesday, October 26th - 10:30am (PDT)

Bio:
Prior to his career in technical content, Peter White has 15 years of experience under his belt as a veteran full-stack software developer. Though the bulk of his time was spent working with all aspects of the .NET environment, he has recently focused more on Python and JavaScript, mainly with Angular. Outside of coding, Peter is also a stand-up comedian who has performed in over 30 countries and appeared on numerous television programs including Just For Laughs.

Session:
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.

Wednesday, October 26th - 9:30am (PDT)

Bio:
Nathan Humphries is a Market Research Analyst at Evans Data Corporation. He has a B.S. in astrophysics with a focus in data analysis, python, and quantum physics from University of California, Santa Cruz.
In his free time Nathan enjoys playing guitar, composing music, and playing chess.

Session:
Digging Deeper: Understanding Developer Motivations

Universally, motives predict patterns of behaviors. This is even true for developers and a key component in effective marketing to this unique group. In this workshop we will explore how to identify key motivators within a persona group to influence decision making.

Wednesday, October 26th - 9:30am (PDT)