DevGuild Product Marketing

DEVGUILD: PRODUCT MARKETING

MAY 2ND, 2019 | 1-5PM

Whether you’re launching a new product, feature, or enterprise suite— there’s an art and science to the way you reach, engage, and delight your users. Join 200 founders and product leaders as they discuss how they bring winning products to market again and again.

ABOUT THE EVENT

DevGuild: Product Marketing is a half-day event exploring the tactics and strategies that great developer and B2B SaaS product companies use to message, launch and drive adoption for their products. At this event you’ll learn to:

  • Define your product and feature launch playbook;
  • Build your brand positioning and create effective persona-driven messaging; and,
  • Optimize product and marketing for user adoption and growth.

SPEAKERS

Sid Sijbrandij
Co-Founder and CEO, GitLab

Mike Knoop
Co-Founder and CPO, Zapier

Erica Brescia
Co-Founder and COO, Bitnami

Hiten Shah
Founder, FYI, Crazy Egg, Product Habits, KISSmetrics

Mathias Biilmann
Co-Founder and CEO, Netlify

Isaac Schlueter
Co-Founder and CPO, npm

Jen Taylor
Head of Products, Cloudflare

Christina Noren
CPO, CloudBees

Erin McKean
Developer Relations Program Manager, Google

Indy Sen
Head of Product Marketing, WeWork

Dave Shanley
VP Product Marketing, Jama Software

Tanya Khakbaz
Head of Product Marketing, Stripe

Stephanie Zou
Director of Product Marketing, Figma

Betty Junod
VP Marketing, Solo.io

Delyn Simons
Director of Product Marketing Platform, Shopify

Ryan Goldman
VP Product Marketing at Pendo.io

Brian Doll
Co-Founder, Reify

AGENDA

*Note: This is a single track conference

1pm: Registration

1:30pm: Section 1 – Opening Remarks, Metrics and Targets

DEFINING PRODUCT MARKETING & METRICS

Speaker: Indy Sen, WeWork

While product marketing is so often sought after by founders, the definition of the role’s responsibilities, goals and resource investments are often blurry. Indy Sen defines product marketing, some of the common responsibilities and misconceptions of the role, and the metrics that matter from an org-wide perspective, during launches, and beyond.

BUILDING HIGH-FIDELITY PERSONAS & USER SEGMENTS

Panelists: Stripe’s Tanya Khakbaz, Figma’s Stephanie Zou, Jama Software’s Dave Shanley, moderator: Reify’s Brian Doll

There is no universal developer, nor is there just one universal developer segment. Panelists cover high-fidelity personas, research methodologies, and the assets to capture and communicate to various segments.

2:30pm: Section 2 – Messaging and Launches

MESSAGING AS THE ONE SOURCE OF TRUTH

Speaker: Solo.io’s Betty Junod (formerly Docker)

Often misunderstood as an exercise you do only for press releases, messaging can be an effective source of truth and a competitive differentiator across your org’s marketing, product, sales and hiring. In this session you’ll learn what it takes to craft strong messaging, the process to getting there, the methods to test it, and the best ways to cascade your messaging to other aspects of your organization.

COMMAND CONTROL LAUNCH STRATEGY

Speaker: Cloudflare’s Jen Taylor

Whether you’re launching a beta product, into GA, or working on your feature releases or enterprise product, there’s a series of steps you should take. Similar to incident response planning, Jen Taylor shows us how launch planning requires criteria scoring, goals, a team, a budget, a series of MVP assets, and next steps with marketing, product, and sales.

3:30pm: Section 3- User Acquisition and Platform Growth

ITERATIVE PRODUCT & USER ENGAGEMENT EXPERIMENTS

Speaker: FYI and CrazyEgg’s Hiten Shah

You’ve got to maintain product and platform momentum over time. But how? And what are some realistic expectations? Hiten Shah discusses how product marketers and teams need to empathize with the customer’s needs in order to continually iterate on the user experience, validate inbound channels, fix onboarding, and improve processes and platform engagement strategies over time.

ORGANIC GROWTH & PLATFORM ADOPTION

Panelists: npm’s Isaac Schlueter, Netlify’s Mathias Biilmann, CloudBees’ Christina Noren, moderator: Google’s Erin McKean

Just because you’ve built an amazing community, doesn’t mean you’ve built a viable business. How do you balance open source, community projects and self-serve users with the need to drive commercial revenue? This panel of C-level execs will discuss the choices they’ve made to support developer community and concurrently scale to the enterprise.

4:40pm: Section 4 – Finale on Growth & Ecosystems

FROM DEVTOOL TO DEV ECOSYSTEM

Panelists: GitLab’s Sid Sijbrandij, Bitnami’s Erica Brescia, Zapier’s Mike Knoop, moderator: Shopify’s Delyn Simons

Few growth-stage companies succeed on a sole product offering. This panel of successful cofounders explore how successful B2B companies go from delivering a single developer tool, to building massive platforms. The session explores real examples in how repackaging, new market expansion, and competitive analysis have made them category leaders.

5:15pm: Closing Remarks and Happy Hour

DEVGUILD