place of marketing and product management in the whole picture
TRANSCRIPT
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INTRO: THE PLACE OF MARKETING AND PRODUCT MANAGEMENT
IN THE WHOLE PICTURE
Mikhail Vink Global Marketing Programs Manager, JetBrains
[email protected]/in/mikhailvinkmikhail_vink
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AGENDA
• Intro: context
• Product development
• Specifics of developer marketing
• PMM role
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TEAMSManagement Team (CEOs, COO, Founders, Fellows, VPs, Development
department leads)
Product Team
Team Lead / Project ManagerProduct Marketing Manager
DevelopersQuality Assurance
Support
Administration (IT, HR, etc)
Marketing
Sales
Design
Web Team
... and more
Evangelism
Product TeamProduct TeamProduct TeamProduct TeamProduct TeamProduct Team
(c) JetBrains
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PRODUCT DEVELOPMENT
Early Access Program
Release Candidate / Public Preview
Major Release
Minor Releases
Problem to solve Great Team+
Magic happens
here
Proceed with updates & next
product
*
* We like to joke. Not only BDD.
(c) JetBrains
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Two important principles
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SUPPORT MATTERS
• You talk to developers!
• Open YouTrack Issue Tracker
• Email Support / ZenDesk
• Forums (Community Support)
• Social Media
• Other Resources
I was just reporting a bug for 2.1, and in the bug tracker noticed that there was the option for version 2.1.1. I diligently downloaded it and lo-and-behold the
bug was fixed before I even reported it!!
Feedback on forums by George Cook
(c) JetBrains
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Transparent feedback channelsmake good marketing
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(c) JetBrains
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DogFooding keeps you really closeto the market
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Team Lead vs Product Manager vs Project Manager vs Product Marketing Manager
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Let’s switch to some marketing-related stuff
(c) JetBrains
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No BS policy
https://flic.kr/p/nQzqqi (c) Obert Madondo
“standard” marketing messaging is harmful
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High entry levelto the profession
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THE NEW KINGMAKERSbook by Stephen O’Grady
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Every developer “knows” marketing better than you
so they would be resistant to your message
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SALES PROCESS REVISED
• Word of mouth
• From developer to manager
• And no “classic” salespeople
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Show me attitude
Get my attention
Prove me
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Be close to the target audience
be developer (in JetBrains case)=
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Is the developer marketing THAT different?
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Who’s doing marketing for JetBrains products?
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Time to meet PMMs!
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So, who is PMM*?
*PMM = Product Marketing Manager
PMM
PPM MMP
MPM PMP
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FUNCTIONAL TEAMS
• General Marketing
• Internet Marketing
• Developer Advocacy
• Marketing Research
• Design
• Web Development
• Email Marketing
• Sales
• Internal Development
• IT
• and more…
(c) JetBrains
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PMM Profile
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Technology + Marketing/Management
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Communication Skills
(& English!)
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PMMs responsibilities/tasks
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COMMUNICATIONS
Product Team
Market / Target Audience
Other JetBrains Teams
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PMM as a Hub
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CONTENT PRODUCTION
• Blog posts
• Tutorials
• Screencasts
• Webinars
• Social media
• Web site
• External resources
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INVOLVEMENT IN PRODUCT DEVELOPMENT
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CONSUMER ACTIVITY MONITORING AND OPTIMISATIONS
https://flic.kr/p/7Uj9X4 (c) Alexander Baxevanis
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ANALYSE,RESEARCH &
UNDERSTAND THE MARKET
(c) http://life-lenses.com/wp-content/uploads/2012/07/Pie-chart.png
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COMMUNITY DEVELOPMENT
https://flic.kr/p/d9K1Bc (c) Chris Potter
(c) JetBrains
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DEVELOPER ADVOCACY
(c) JetBrains
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INTERNET MARKETING
(c) Harolds Planet http://harolds-planet.blogspot.de/2006/03/how-to-make-world-better-place.html
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BUSINESS DEVELOPMENT AND PARTNERSHIPS
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CONFERENCES & EVENTS
(c) JetBrains
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70% ROUTINE VS
30% STRATEGY
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How to communicate and keep track of things?
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TRULY INTERNATIONAL
Headquarters Prague, Czech RepublicR&D St. Petersburg, Russia
R&D Moscow, RussiaR&D Munich, Germany
R&D Cambridge, MA, USA
Sales US East Berlin, NJ, USASales US West San Mateo, CA, USA
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And all kinds of other tools for effective communications
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(c) JetBrains
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INTRO: THE PLACE OF MARKETING AND PRODUCT MANAGEMENT
IN THE WHOLE PICTURE
Mikhail Vink Global Marketing Programs Manager, JetBrains
[email protected]/in/mikhailvinkmikhail_vink