Developer Relations: How to Build and Grow a Successful Developer Program

✍ Scribed by Caroline Lewko

• Publisher: Apress
• Year: 2021
• Tongue: English
• Leaves: 304
• Edition: 1
• Category: Library

✦ Synopsis

Increasingly, business leaders are either looking to start a new developer program at their company or looking to increase the impact of their existing DevRel program. In this context, software developers are finally recognized as legitimate decision makers in the technology buying process, regardless of the size of their organization. New companies are appearing with the sole purpose of making tools for developers, and even companies whose primary focus was elsewhere are waking up to the developer opportunity. Even as the need and demand for DevRel has grown, there are still re-occurring challenges for DevRel leaders.

It is these challenges that this book addresses, covering all aspects of a DevRel program. It is an essential reference to professionalize the practice of developer relations by providing you with strategic, repeatable, and adoptable frameworks, processes, and tools, including developer segmentation and personas, and developer experience frameworks.

In Developer Relations, you’ll find the answers to the following questions:

• How do we convince stakeholders to support a program?
• How do we go about creating a program?

• How do we make developers aware of our offer?

• How do we stand out from the crowd?
• How do we get developers to use our products?
• How do we ensure developers are successful using our products?
• How do we measure success?
• How do we maintain the support of our stakeholders?

After reading this book you’ll have a clear definition of what developer relations is, the type of companies that engage in DevRel, and the scope and business models involved.  

What You Will Learn

• Discover what developer relations is and how it contributes to a company’s success
• Launch a DevRel program 
• Operate a successful program 
• Measure the success of your program
• Manage stakeholders 

Who This Book Is For

Those interested in starting a new developer program or looking to increase the impact of their existing one. From executives to investors, from marketing professionals to engineers, all will find this book useful to realize the impact of developer relations.

 

 

✦ Table of Contents

Contents
About the Authors
About the Technical Reviewer
Foreword
Introduction
Part I: Develop a Common Understanding
Chapter 1: What Is Developer Relations?
The Core Components of Developer Relations
Developer Experience
Developer Marketing
Developer Education
Developer Success
Community
Summary
Chapter 2: Where Does Developer Relations Fit?
Functional Activities
Functional Reporting
Department Influence Mapper Tool
How It Works
Using the Tool
An Information Valve for Your Company
Summary
Chapter 3: The Origin of Developer Relations and the Rise of the Developer
The Apple Didn’t Fall Far from the Tree
The Rise of the Developer
Technology Enablers
Democratized IT
Skilled Workforce
Capital
Business Model Innovation
Technical Communities
The Rise of APIs
The Growth Continues
Summary
Chapter 4: The Value of the Developer Economy
Some Numbers
Case Study: Mobile Apps – Those Who Didn’t Believe
Supplemental Value of the Developer-Led Economy
External Creation Value
External Cost Reduction
Internal Value Creation
Internal Cost Reduction
Summary
Part II: Key Differentiators
Chapter 5: The Audience: Developers
Developer Market Sizing
Developer Truisms
Like Facts Not Marketing
Developers Are Creative Problem Solvers
Decision Influencers
Learn by Doing
Lack Diversity
Self-Learning
Is It Easy to Be a Developer Today?
Summary
Chapter 6: Developers As Decision Makers
The Developer Decision-Making Unit
Who Makes the Decision?
Decision Criteria
Matching Messaging to Decision Makers
Summary
Chapter 7: Developer First and Developer Plus
Organization Types
Developer First
Developer Plus
How Many Companies Practice Developer Relations?
The Market Leaders by Community
Summary
Chapter 8: Business Models and Monetization Strategies
It’s an Input
The Value Chain
B2B, B2C, vs. B2D
B2D Monetization Strategies
1. Direct – Revenue Upfront
2. Direct – Revenue Delayed
3. Indirect – Market Enhancement
4. Indirect – Ecosystem Enhancement
Maturing Your Model
A Numbers Game
Summary
Chapter 9: Developer Products
Treat Your Developer Offering As a Product
Types of Developer Products
APIs
SDKs
HDKs
Reference Designs
Tools
Marketplaces
Developer Services
Product Scope in Organizations
Product Value Proposition to Developers
Determining the Product Value Proposition
Beyond Features
A Long-Term View
Deprecating and Sunsetting Product and Code Breaks
Pricing Changes
Product-Market Fit
Summary
Part III: Alignment on Goals
Chapter 10: Company Goals and Alignment
Identify Company Goals
The Importance of Company Alignment
Alignment Considerations
Connect to Core Company Goals
Be Attuned to the Company Culture
Be Aware of Company Antibodies
Understand Innovation Disconnects
Brand Reputation Matters
Launching Is Only the Beginning
Solutions for Company Alignment
Summary
Chapter 11: Program Goals
Setting Program Goals
Long-Term Program Goals
Short-Term Program Goals
Clarity and Realism in Goal Setting
Metrics for Measuring Goals
Influences and Gaps
Summary
Part IV: Go-to-Market
Chapter 12: Developer Segmentation
Why Is Segmentation Important?
Developer Segmentation Framework
Tests for Segmentation Criteria
Developer Segmentation Canvas in Action
Summary
Chapter 13: Developer Personas
Persona Criteria
Developer Persona Frameworks
Developer Persona Canvas
Developer Persona Framework
Summary
Chapter 14: Messaging
What Is Messaging?
Key Factors of Developer Messaging
Keep It Developer-Friendly
Tone and Voice
Targeting Other Decision Makers
Timing and Trust
Messaging Styles and the Developer Journey
Feedback and Communication Loops
Developer Messaging Framework
Heroes, Halos, and Stories
Messaging Keywords
Messaging Keywords: 80% – Features
Messaging Keywords: 20% – Benefits
Differentiation
Key Statements
Summary
Chapter 15: The Developer Journey
What Is a Developer Journey Map?
Stages of the Developer Journey
Touchpoints of the Developer Journey
Internal
External
Notes on the Journey
Who Owns the Journey?
How to Find Out If Your Journey Is Working
Remove Bias
Involve the Stakeholders
Summary
Chapter 16: Discover
Awareness and Outreach
Discover Touchpoints
Top Developer Discover Sources
Search Engines
Peer Referrals
Your Developer Advocates
The Developer Hub
Are You Credible?
Summary
Chapter 17: Developer Experience
Developer Experience (DX)
Product
Documentation
Docs Span All Stages of the Developer Journey
What Makes Great Docs?
Who Should Create the Documentation?
Summary
Chapter 18: Evaluate
Activation
Evaluate Touchpoints and Developer Education Resources
Product Pages
Documentation Landing Page
FAQs
Use Cases and Case Studies
Forums and Community Messaging Tools
Webinars
External Touchpoints
GitHub
Stack Overflow
Pricing Options
Summary
Chapter 19: Learn
Onboarding and Engagement
Time to “Hello, World!”
Learn Touchpoints and Docs
Getting Started or Quickstart Guide
Tutorials
Code Samples
Signup and Registration
Education Resources
Forums and Community Messaging Tools
Learning Resources
Office Hours
Training
Technology Dependencies
Summary
Chapter 20: Build
Engagement and Support
Build Touchpoints and Resources
Extensions
Sandbox and Tools
Reference Guides
Changelog
Support
Adoption Is Still in the Balance
Summary
Chapter 21: Scale
Retention and Growth
Scale Touchpoints and Resources
Developer Success
Support
SLAs
Product Road Map
Inspiration and Community
Showcase
Ambassador Programs
Partner Programs
Certification
Business Decision Makers
Summary
Chapter 22: Developer Marketing
Marketing Tactics for DevRel
Developer Hub
Social Media
SEO and Advertising
Content Marketing
Automated Nurture
Marketing Partnerships
Developer Communities
Summary
Chapter 23: Events
Event Reality Check
Choosing Which Events to Attend
Event Preparation
At the Event
Post-Event
Online Events
Organizing Your Own Events
Event Journey
Hackathons
Event Return on Investment
Summary
Chapter 24: Sales
Understanding Modern Sales
Beyond Self-Service
DevRel and Sales Synergies
DevRel and Sales Alignment
Alignment and Sequencing Example: Direct Revenue – Self-Serve Operation
Summary
Chapter 25: Community
What Is a Community?
Community Is: A Philosophy
Community Is: A Relationship
Community Is: A Subset of Your Developer Program
The Benefits of Community
Community Management Is: Members and Contributions
Community at Large
Passive Contributors
Active Contributors
In-betweeners
Inner Circle
How to Start a Community
Where Is Your Community?
Gamification
Community Recognition and Experiences
Open Source Communities
Summary
Part V: Managing and Growing Your Program
Chapter 26: Metrics
Metrics Hierarchy and Clarity
First, Alignment
Next Is Clarity
DevRel Program Metrics – The What
Activity Metrics – The How
Community Metrics
Assessing Your Metrics
Testing Your Metrics and Conversion Metrics
Data Sources and Challenges
Reporting Your Metrics
Metric Accountability
Summary
Chapter 27: Team
Generalists Get You Started
Specialists Help You Scale
Developer Advocates
Support and Success Teams
Field Marketing or Event Marketing
Developer Education
Developer Marketing
Community Managers
Other Roles
Consultants and Outside Agencies
DevRel Leadership and Career Path
Interdepartmental Collaboration
DevRel Demographics
Hiring DevRel
Hiring and Building an Inclusive Culture and Team
Summary
Chapter 28: Program Phasing
When Is a DevRel Program Mature?
Assessing the Maturity Stages of a DevRel Program
Stage 0 – Ground Zero
Stage 1 – Improvised Stage
Stage 2 – Establishment Stage
Stage 3 – Growth Stage
Stage 4 – Scale Stage
Comparing Stages and Indicators
Summary
Chapter 29: Epilogue
What Comes Next? Your Turn
Index