The Future is Developer: What Product Marketers Need to Know About Engaging Developer Audiences

A talk by Danni Scott-Duke
Global Head of Developer Marketing, HERE Technologies

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About this talk

When it comes to B2B product marketing, much of the work has focused on the messaging and positioning required to reach C and VP-level, decision making audiences. But as developers and technologists begin to have a more significant impact on business technology decisions, product marketers will have to shift their focus and approach to understand this new audience.

In this keynote session, we will take a look at the unique challenges product marketers face as they look to understand and engage developer audiences. We’ll examine key developer personas, their growing influence, and the new roles they play within small-to-enterprise environments. We’ll also discuss tried-and-true approaches to understanding and engaging this unique audience segment with a list of developer market resources to get you started on the path to connecting with more technical targets.

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