| Tuesday, October 25th, 9:00am - 1:00pm (PDT) |
| 8:55am – 9:00am |
Welcome & Opening Remarks |
| 9:00am – 9:25am |
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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| 9:25am – 9:30am |
QA & Break |
| Breakout Sessions |
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Track 1 |
Track 2 |
| 9:30am – 9:55am |
Slack – Katie Miller, Director - Developer Marketing
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.
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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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| 9:55am – 10:00am |
QA & Break |
| 10:00am – 10:25am |
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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| 10:25am – 10:30am |
QA & Break |
| Breakout Sessions |
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Track 3 |
Track 4 |
| 10:30am – 10:55am |
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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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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| 10:55am – 11:00am |
QA & Break |
| 11:00am – 11:25am |
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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| 11:25am – 11:45am |
QA & Break |
| 11:45am-12:10pm |
Ask-A-Developer Live Focus Group - Developers are unique target market. Cracking the code for effective marketing can take a lot of trial and error. Why not ask developers directly what would work? Submit your question for this live focus group.
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| 12:10pm – 12:15pm |
QA & Break |
| Breakout Sessions |
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Track 5 |
Track 6 |
| 12:15pm – 12:40pm |
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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Google – Mauricio Vergara, Platforms & Ecosystems Developer Marketing Manager, Americas
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.
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| 12:40pm – 12:45pm |
Wrap Up
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| Wednesday, October 26th, 9:00am - 1:00pm (PDT) |
| 8:55am – 9:00am |
Welcome & Opening Remarks |
| 9:00am – 9:25am |
Oracle – Jon Rooney, SVP
Make Yourself Useful: Why top of the funnel for dev
How to best set yourself up for success in a competitive landscape.
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| 9:25am – 9:30am |
QA & Break |
| Workshops |
| |
Workshop 1 |
Workshop 2 |
| 9:30am – 9:55am |
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 – Nathan Humphries, Market Research Analyst
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.
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| 9:55am – 10:00am |
QA & Break |
| 10:00am – 10:25am |
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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| 10:25am – 10:30am |
QA & Break |
| Workshops |
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Workshop 3 |
Workshop 4 |
| 10:30am – 10:55am |
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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BeMyApp – Cyril Attia, 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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| 10:55am – 11:00am |
QA & Break |
| 11:00am – 11:25am |
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. |
| 11:25am – 11:45am |
QA & Long Break |
| 11:45am-12:10pm |
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.
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| 12:10am – 12:15pm |
QA & Break |
| Breakout Sessions |
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Track 1 |
Track 2 |
| 12:15pm – 12:40pm |
ServiceNow – Lily Li, Director, Developer Marketing
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.
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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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| 12:40pm – 12:45pm |
Wrap Up
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