In the new API & Platform economy, the real consumer & influencer in buying Tech products is a developer or a technical user. However, technologists are not traditional customers and companies need to have a "Developer Success" mindset to convert the technologists into paying customers. Companies that realize that the marketing & acquisition of technical folks is best served in the form of engagement and timely support are winning the game in this new economy.
Developer engagement & acquisition has now become a part of growth strategy of many companies that are now opening new roles like Developer Relations (DevRel), Developer Marketing and Developer Advocacy.
A framework that I believe will help companies better support and engage developers is illustrated below and I call it a SING & RAP framework. Enjoy the read and please feel free to add your inputs in the comments.
Author: Avinash Harsh is the co-founder of Weavr AI, a Product & Developer Engagement Platform, loves community building and is a wannabe cartoonist. Previously co-founder & CEO of Halosys, A MobileFirst API Platform (acquired).