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.

DEFINING PRODUCT MARKETING & METRICS

While product marketing is so often sought after by founders, the definition of the role’s responsibilities, goals and resource investments are often blurry. In this section we’ll define 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.

HOW TO BUILD A HIGH-FIDELITY PERSONA & SEGMENT USERS

There is no universal developer, nor is there just one universal developer segment. In this session, our panel offers the audience the key components of high-fidelity personas, the research methodologies required to craft them, and the assets to capture and communicate to various segments. Special emphasis will be paid to common ways we misread, manipulate, or over-index data points away from the needs of the target persona.

MESSAGING AS TRUTH

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

Whether you’re launching a beta product, into GA, or working on your feature releases, integrations or enterprise product, there’s a series of steps you should take. Similar to incident response planning, launch planning requires criteria scoring, goals, a team, a budget, a series of MVP assets, and next steps with marketing, product, and sales. In this session you’ll learn what it takes to manage various launches and the actions to take once they’ve been set.

EXPERIMENTS IN USER ACQUISITION

PMM’s aren’t just responsible for launches, they’ve got to maintain product and platform momentum over time. But how? And what are some realistic expectations? In this session, we’ll explore how product marketing works between launches while setting realistic goals and experiments for distribution, inbound, onboarding, in-product optimization, and partnerships with 3rd party communities.

ORGANIC GROWTH & PLATFORM ADOPTION

Just because you’ve built an amazing product, doesn’t mean you’ve built a viable business. We’re told organic traction and platform adoption can be driven by open source, community projects and self-serve users. But how? In this session we’ll explore how successful leaders think about the product roadmap and the innate value created by early adopters, contributors, and free-tier users.

FROM DEVTOOL TO DEV ECOSYSTEM

Few growth-stage companies are able to offer a single solution to their users. In this section we’ll explore how successful B2B companies have gone from delivering a single developer tool, to building massive platforms. The session will explore real world examples in how repackaging, new market research, and competitive analysis have turned devtool players into new category leaders.