This article is taken from a panel discussion that took place at the Developer Marketing Summit in July 2021. Catch up with all the sessions on OnDemand.

In this panel session, key topics were discussed by a panel of product marketing professionals, including:

  • Jayne Pooley, Director of Global Marketing at Keyloop
  • Ankit Shah, Director of Solutions Marketing at Quickbase
  • Martin Bakal, Product Marketing Director at OpenLegacy
  • Sam Richard, VP of Growth Team at OpenView

The quartet focused on a variety of topics, such as:

  • How the developer customer demographic is different from a typical B2B customer
  • Differentiation between user and buyer personas
  • Incorporating personas into your marketing strategy
  • Encouraging cross-functional adoption of personas
  • Refining buyer personas

About our panelists

Jayne Pooley: I'm Jayne Pooley. I'm based just outside London in a place called Windsor. I work for a company called Keyloop, which is focused predominantly on creating technology to make everything about buying and owning a car better.

I’ve just been promoted to Company Marketing Director, but before that, I was Product Marketing Director. I've worked in multiple disciplines across marketing over the last 20-plus years, so I’ve gained a wealth of experience in looking at personas and utilizing them across the buying journey.

Ankit Shah: I'm Ankit Shah; I lead our Solutions Marketing practice at Quickbase. My background is in computer engineering, but I'm super passionate about understanding customer needs and developing solutions, so this topic is near and dear to me.

For those that don't know, Quickbase provides a no-code operational agility platform that enables organizations to improve their operations through real-time insights and automation across complex processes and disparate systems. It’s an exciting time to be here.

Martin Bakal: I'm Martin Bakal, Product Marketing Director for OpenLegacy. I've been working with developers and development teams for a long time in various roles across several companies.

At OpenLegacy, we generate APIs from legacy systems in no-code, low-code, and full-code formats. All of this is done in close collaboration with application designers and developers.

Sam Richard: And I'm Sam Richard; I’m moderating this panel. I work at OpenView Venture Partners as the Senior Director of Growth. I specialize in product-led growth, and I focus heavily on developer marketing and developer-focused tooling.