Developers are a growing, highly valuable audience. The rapid proliferation of technology in modern society means their skills have never been more in demand. As set out by Slash Data (VisionMobile) in their State of the Developer Nation survey, “Software skills are generally scarce and good developers are highly coveted”. Accelerating competition, targeting a limited developer population, means that building engagement and advocacy is critical to the adoption of tools and platforms. Put simply, if your competitors are building or operating a developer program and you aren’t, then your business faces a significant, potentially critical, adoption challenge.
No area of commerce is unaffected by the influence of software and technology, so the good news is that there are significant rewards to be secured across the industry. But the disruptive power of technology means that for every platform or technology that gains traction, there are many that fail. While your own engineers build leading-edge solutions, technical marketers need to build engagement strategies that ensure this limited audience of developers rush to your platform rather than your competitors’. As we’ll see, addressing the diverse needs that influence key decision makers is no easy task.
We firmly believe that winning the hearts and minds of developers is a journey. A long and loyal developer relationship is far more rewarding than a quick transaction. But maintaining that relationship takes insight, ideas and continued energy – be prepared to have to convince your advocates over and over again. You don’t have to have the best technology – strong support, great communications and first-class engagement can be a winning formula.