Post on 17-Dec-2014
description
The Marketing Playbook for API & SDK Adoption
Kate Pietrelli
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You’ve made a great PRODUCT
You’re ready to welcome in DEVELOPERS
How do you get developers AWARE of your API or SDK, PRIORITIZING integration into their deck, and providing valuable FEEDBACK?
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Land of Opportunity
Marketing Platform & Messaging
Analytics & BI
Paid Acquisition & Discovery
Game Publishing & Platform DistributionPayments & Offers
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The Competitive Landscape
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Have You Addressed the Marketing P’s?
Product
Pricing People
Positioning Promotion
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Marketing Plays
1. Messaging2. Flagship Customers3. Press Engagement4. Thought Leadership5. Lead Generation
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Beta Phase: Start Early, Don’t Wait
• Goal– External awareness to launch– Internally optimize for launch
• Approach– Messaging tests– Build initial leads and identify
potential case studies
• Results– Stronger launch initiative– Credibility early
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Play 1: Personalize Your Messaging
• Target AudienceWho do you need to reach and convince?
• Value PropositionWhat specific benefits does your product provide? (up to 5)
• Tailor and Test, Test, TestWhat resonates with your audience? Is it something tangible (cost
savings, time) or intangible (deeper understanding of their users)?
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Play 2: Leverage Flagship Customers
• Lends validation and credibility to your story
• Opportunities:– Media Interviews– Case Studies / Testimonials– Promotional Materials– Events
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No Pressure, but Timing is Everything
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Launch Phase: Driving Demand
• Goals– Brand Awareness and Discovery– Buzz Around Your Product– Action
• Approach:– Media Relations – Stories, News Coverage– Thought Leadership – Presentations and Content– Lead Generation
• Goal– Launch awareness and discovery– Buzz and conversation
• Approach– Stories, demos, testimonials– Outlets that reach targets
• Results– Articles published– Inbound calls, site visits and emails from targets
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Play 3: Leverage Press Opportunities
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Play 4: Drive Thought Leadership
• Goal– Build Credibility– Deliver Messaging
• Approach– Conference speaking– Webinars and presentations– Interviews– Editorial
• Results– Visibility and introductions– Inbound calls and emails
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Sorry for Party Rocking
When does it make sense to spend?
•Goals– Fast, broad awareness– Reach a mass audience
•Approach:– Plays 1-4
•Results– Over 130 Facebook social games live in 6 months
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Play 5: Ongoing Lead Generation Program
• Goal– Inbound Inquiries– Quality List of Leads
• Approach– Create different offers– Develop informative content– Create urgency
• Takeaways– Always be testing to optimize performance– Don’t forget to track
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Create Content People CAN and WANT to Share
• Videos• Infographics• Case Studies• Research Reports• Presentations• White Papers
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9 Critical Threats Campaign
• Goal– Introduce new product– Drive webinar attendance
• Approach– Email campaign– Ads on LinkedIn– Landing page on website– A|B Testing
• Results– Increased email open and click rate– Webinar signups and attendance
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Don’t Forget Your ABC’s
• Take every opportunity to capture contact information from leads:– Call to Action– Landing Page– Signup Form
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Free Presentation: The Marketing Playbook for API & SDK Adoption
Download this free presentation and learn how to:•Help your product rise above the noise•Get developers to prioritize your product•Leverage the 5 plays:
1. Messaging2. Flagship Customers3. Press Engagement4. Thought Leadership5. Lead Generation
Questions?Kate Pietrelli
kate@pathadvisors.com