The Importance of a Developer Value Proposition
Marketers must get this right and engage with developers to refine it.
A value proposition is a succinct and powerful statement that defines the value of your product or service for your target customer. We know that developers are an audience keenly attuned to marketing fluff and time wasting. Therefore it must express:
- Why your product or service exists
- Who it’s for
- Why it succeeds
Creating a value proposition may sound like an easy task, but creating a compelling value proposition requires some thought, testing, and iterating. Summarizing the essence of a product or service in one or two sentences can be tricky, but the time invested in creating a clear and focused value proposition statement pays back on a daily basis.
Not only is it a vital element in what you communicate – internally, to your team, as well externally to partners and customers – it can also serve as a powerful bellwether for product or service development. Once defined, you should evaluate your development roadmap against the value proposition. Ask yourself, “Does feature X strengthen or dilute our value proposition?” Sometimes, the simplest questions can cut through hours of debate on resource allocation and investment cases.
To illustrate the point, let’s look at a few examples from the world of developer marketing. These partner-facing statements may not be articulated exactly the same as they are internally within their respective organizations, but they’re a great starting point.