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4 min read

We're proud to be partnering with Stack Overflow

Developer marketing

With just a couple of weeks to go until the Developer Marketing Summit kicks off, things are really starting to get hot up in here. 🥵

(Psst... don't forget to grab your pass)

⏰ July 14

🤩 25+ speakers

💡 10+ hours of unmissable content

Adding to all the excitement comes the announcement of our brand new partnership with Stack Overflow! 🎉

Stack Overflow empowers the world to develop technology through collective knowledge. More than 100 million people visit the Stack Overflow site every month, making it one of the 50 most-visited websites in the world.

82% of developers and technologists visit Stack Overflow at least a few times each week and 52% visit Stack Overflow every day.

Stack Overflow’s products include its market-leading knowledge sharing and collaboration platform, Stack Overflow for Teams, in addition to Stack Overflow Reach & Relevance products, focused on advertising.

On June 23rd, Stack Overflow announced the launch of Collectives™ on Stack Overflow - communities where technology organizations can directly engage with developers who use their products and developers can find resources that help them build faster.

Collectives™ on Stack Overflow will help developers and technologists collaborate and share knowledge in sub-communities dedicated to the products and services they use most. The first two Collectives™ are Google Cloud and Go, an open source programming language.

As a Q&A site for professional and enthusiast programmers, we thought it was only right to flip the roles and put Stack Overflow under the limelight. So, we caught up with Joy Liuzzo, Head of Product Marketing for a sneak peek into what her team will be sharing at the event, and to get her thoughts on the beef between developers and marketing.

Take the mic, Joy! 🎤👇

Can you give us a sneak preview of what your session will be discussing at the Developer Marketing Summit?

Our fireside chat is Investing in a Developer Community: Learn from Google Cloud & Google Go. Steve Francia, Product and Strategy Lead for Go Language at Google, and Jeana Jorgensen, Senior Director, Cloud Product Marketing and Sustainability at Google will answer questions around investing in a developer community, strategies and tactics for success, and share why they decided that Collectives™ on Stack Overflow was a good fit for their strategies.

Don't miss the session! 👇

Developer Marketing Summit
A talk by Joy Liuzzo, Steve Francia & Jeana Jorgensen

It's often said that developers ‘hate marketing’. Do you think this is the case?

Marketers often don’t speak in the developer’s language and it’s that disconnect that I think results in developers disliking marketing. Some marketers use tactics that work in a more B2B or B2C environment - buzzwords, overpromising on a capability, gimmicks, or showing flashy or distracting graphics. In the B2D space, those things don’t land with developers.

We’ve seen companies have great success with advertising and marketing when they put developers at the center and speak their language. Showing product shots, using clear and plain terms, sharing technical content, things that developers need and want to know when they are evaluating products.

Why is it so crucial to understand the developer demographic and adjust your marketing strategy accordingly?

Traditionally, the technology deployed across an organization was determined by executives and managers. Today, developers are often given the freedom to purchase technology on their own - and they’re given a seat at the table on technology buying committees.

In our 2020 Developer Survey, 57% of developers and technologists say they have some, to a great deal of influence over technology purchases within their organization. If you’re only focusing your marketing efforts on traditional IT buyers, you could be missing out on significant sales opportunities.

While developers and other technologists may not be the first set of personas you identify in your marketing strategy, it’s clear they’re becoming extremely important and influential in the technology buying process. By focusing on both a bottom-up and top-down strategy, you are reaching everyone that’s a part of the evaluation and purchase process.

Are there any other talks at the Developer Marketing Summit that you're particularly looking forward to?

I’m particularly interested in the two API talks. APIs are a significant part of both our Collectives™ on Stack Overflow and Stack Overflow for Teams products and I’m interested to learn from others’ success.

See you at the Developer Marketing Summit! Get tickets >

If we've got you all fired up, ready for more, check out our speaker spotlight with Anna Borbotko, product marketing expert at TomTom. 👇

Developer Marketing Summit speaker spotlight: Anna Borbotko
Join us as we sit down with Anna Borbotko ahead of her presentation ‘The Science Behind Feedback Gathering From Developers’ at the Developer Marketing Summit on July 14.

Written by:

Stephanie Whalley

Stephanie Whalley

Steph is Senior Copywriter here at PMA and you can usually find her crafting content, writing words and sniffing out typos (or making a cup of tea!)

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We're proud to be partnering with Stack Overflow