Going Deepear Into Dev Marketing

I go over all core elements on Deepgram's homepage and playground and say what I like, what I don’t like, and what changes I’d test out. Spoiler alert: their site is awesome.

Links:

• Deepgram homepage
• Dev tool landing page examples

Takeaways

• Deepgram's homepage effectively communicates its product through layered visuals.
• Clear and concise copy is essential for user understanding.
• CTAs should prioritize developer engagement over buyer-centric approaches.
• The playground feature is a valuable tool for user interaction.
• Community engagement is crucial for building trust among developers.
• Enterprise sections should focus on trust and security features.
• Testimonials can enhance credibility and user confidence.
• Highlighting integrations with popular SDKs can attract more developers.
• A well-structured website can significantly improve user experience.
• Continuous testing and iteration are key to optimizing website performance.

• Deepgram Website Teardown: Insights and Recommendations
• Unpacking Deepgram's Voice AI Marketing Strategy

Summary

In this conversation, Jakub Czakon provides a detailed teardown of Deepgram's website, focusing on its design, copy, and user experience.

He highlights the effectiveness of the visual representation of the product, the clarity of the copy, and the importance of CTAs tailored for developers.

Jakub emphasizes the need for community engagement and trust-building elements, especially for enterprise users.

He concludes with overall impressions and actionable recommendations for improving the website.

Chapters

• 00:00Teardown of Deepgram's Homepage
• 03:38Analyzing Copy and CTAs
• 06:31Exploring the Playground Feature
• 09:21Community and Enterprise Focus
• 12:31Final Recommendations and Overall Impressions

Keywords

Deepgram, website teardown, voice AI, developer marketing, API, user experience, community engagement, enterprise solutions, CTAs, product features

My thoughts and frameworks for thinking about attribution, incrementality, decision making in the context of developer marketing, optimizing channels, and allocating resources to programs.

Links:

• How to prove ROI of developer marketing?
• Developer marketing metrics and attribution (practitioners guide)

Takeaways

• Attribution should always be connected to decision-making.
• Reporting is often a prelude to decision-making in attribution.
• Attribution can only be directional, not 100% accurate.
• Focus on optimizing activities within channels rather than exact attribution.
• Incrementality is about understanding the growth driven by activities.
• Self-reported attribution can provide valuable insights despite its flaws.
• Early-stage companies should prioritize clear impact from activities.
• Marketing mix modeling helps correlate impressions with outcomes.
• It's crucial to focus on fewer activities for greater impact.
• 100% attribution can lead to risky marketing decisions.

Summary

In this conversation, Kuba discusses the complexities of attribution in marketing, emphasizing the importance of understanding its purpose and the distinction between attribution and incrementality.

He argues that effective attribution should inform decision-making and drive meaningful business metrics rather than merely serve as a reporting tool.

Kuba also explores various methods for attribution, including self-reported attribution and marketing mix modeling, advocating for a focus on directional insights that lead to incremental improvements in marketing efforts.

Chapters

• 00:00Understanding Attribution in Marketing
• 12:26The Importance of Directional Insights
• 18:36Methods for Effective Attribution
• 27:18Driving Incremental Improvements

Keywords

attribution, marketing, decision-making, incrementality, data analysis, ROI, marketing channels, self-reported attribution, marketing mix modeling, insights

Demetrios Brinkmann created one of the biggest and most vibrant developer communities that I've seen, MLOps Community. He shares learnings on how he did that and what he'd do differently. Incredible resource for dev tool community managers and founders.

Links

• Demetrios Brinkmann LinkedIn
• MLOps Community

Takeaways

• Get to know people: when people join just talk to them, get to know them, do a 15-minute chat to learn what they want to get from the community, what their expertise is, where they can chip in etc.

• Tag and introduce members: Figure out who knows about what and then @ tag them in the conversations to engage. On top of that intro/connect people who you think could benefit from connecting in DMs.

• Seeding conversations: ask people you spoke to, to ask questions in channels. Sharing good articles could help show the community is not dead but doesn’t really grow engagement.

• Don’t let questions get unanswered: ask people in DMs to answer, tag people etc. Or try and share resources you saw on the subject so as not to leave people hanging

• Share targeted resources: when you get to know members, either manually, or through surveys, share super targetted resources with them. Courses, blogs, podcasts, etc when you have things that are exactly what they want.

• Build community members up. You see a blog post from someone from community, share it in the slack yourself and start the discussion. Then you can invite them to meetups/conferences, talks, podcast. Whatever social capital you have to give.

• Gating community: making sure that folks who get into the community will add/get value from it. Discussions are shaped by the people who are in it so if you have vendors/beginners those are the conversations you’ll see.

• Seeding community: you can start by inviting selected people through LinkedIn/Twitter. I liked the outreach message: “Hey I’ve spent the last 40 days locked in my house [COVID], and wanted to do something productive with my life. And I started this community. If you want to join, let me know”

• Creating a podcast opens doors: high-influence people take calls with you when it is a podcast when they may not have talked to you otherwise

• Be-shameless channel: for some practitioners, it is one of the most valuable channels. It keeps people in the loop on what is happening in the space. And vendor articles or webinars are actually appreciated by some people as the vendors spend 24/7 working with practitioners in the space on their little piece. Plus if there is no be-shameless you will get spam in intro or general.

• Managing sponsors is tricky: at a certain scale, you want to get sponsors to be able to fund the infrastructure and people to keep it vibrant. But you don’t want to sell your soul to vendors and sell your members as leads to them.

• Community of craft vs small exclusive meetups: you need to live this, this is a huge effort, with content, engagement, etc. It may be smarter to build small exclusive and targeted in-person meetups. Quality over quantity. 20-30 people, not recorded, super focused conversations. And the CTA after that meetup is to join the community Slack.

Chapters

• 00:00 Starting the MLOps Community
• 08:51 Values and Culture in the Community
• 15:25 Connecting People and Recognizing Their Work
• 19:05 Maintaining Engagement and Quality Discussions
• 27:40 Building the Community During COVID
• 33:22 Commitment to the Community
• 38:41 Strategies for connecting with new community members
• 42:58 Onboarding new community members and gathering insights
• 46:51 Understanding the different reasons people join the community
• 57:26 The importance of engagement and feedback in community building
• 01:03:51 Creating channels and fostering engagement in the community
• 01:07:40 The Importance of Active Channels and Local Champions
• 01:09:39 The Formation of Local Groups and Meetups
• 01:12:00 Managing Vendors and Sponsors in Community Building
• 01:16:51 The Power of Exclusive In-Person Events