Why traditional B2B segmentation strategies won't work with Developers personas
Discover why typical B2B segmentation criteria might not be enough while targeting developers and how a nuanced, developer action-based approach can effectively decipher their personas and intent.
It’s not you. It’s the developer
A sure shot way to perplex GTM teams is the task of targeting developers. Developers aren't just a homogeneous group of code enthusiasts. To an outsider, they might appear simply as tech-savvy individuals, but beneath the surface lies a complex spectrum. They span various skill levels, employ diverse tech stacks, and align with entities from nimble start-ups to behemoth tech firms. Their projects can range from crafting simple apps to trailblazing in AI and quantum computing realms.
This multifaceted landscape is both fascinating and daunting for GTM teams. Crafting sharp, effective strategies to engage them requires more than generic outreach—enter the nuanced art of segmentation.
Why traditional segmentation doesn't work for developers
Simply leveraging traditional metrics—like demographics, or behaviour—can lead to a misguided approach, and here's why:
Demographics: Developers, by and large, prioritize the merit of a tool, its functionality, and how seamlessly it can be integrated into their current project. A young self-taught programmer might prefer the same tool as a senior developer based on the tool's technical prowess
Traditional behavior metrics like web page visits or clicks might not give a full picture. Developers often lurk in forums, gather insights from peers, and spend time in documentation before making decisions.
The power of action-based segmentation
To truly understand and appeal to developers, you must look at the actions they take. These actions provide deeper insights into their interests, the challenges they face, and the solutions they are likely to adopt.
GitHub Activity: GitHub, and similar platforms, are hubs of developer activity. By monitoring repositories, stars, forks, and contributions, you can gauge the popularity of tools, libraries, or frameworks. High activity often signifies a strong community and robust support, two factors that are crucial for developers.
Documentation Interaction: Developers dive deep into documentation. Monitoring which parts of your documentation are most accessed, or where users spend the most time, can offer insights into which features are most valued or where there might be confusion. Keeping a keen eye on this can also help improve the product itself.
Package Manager Downloads: Package managers are essential in the developer ecosystem. Tools or libraries with high download rates from package managers like npm, PIP, can be indicators of widespread use or growing trends in the developer community.
Decoding developer intent through their actions
GitHub Activity: Beyond just the quantitative metrics like stars or forks, understanding the type of comments or issues a developer raises can be revealing.
Documentation Interaction: Delving into documentation is rarely casual browsing. If a developer spends a lot of time in a specific section of documentation, it might indicate they're trying to integrate that feature into their work, or perhaps they're facing challenges in implementation.
Package Manager Downloads: While high downloads indicate popularity, a sudden spike in downloads for a specific tool or library might indicate a growing trend or a recent industry need.
Forum Discussions: Developers frequently turn to forums for advice, best practices, or troubleshooting. The questions they ask or the topics they engage in can shed light on their current projects, challenges, and future plans.
Developer Segmentation Framework (DSF)
As we delve into the complex landscape of understanding developers, it's beneficial to have a structured approach. Enter the Developer Segmentation Framework, a guide to effectively segmenting the developer audience:
1. Basic Metrics (Surface-level Understanding)
Demographics: Age, designation
Geography: Regions
Traditional Behavior: Web page visits, clicks, event attendance.
2. Action-based Segmentation (Deeper Dive)
Platform Engagement:
GitHub: Repositories starred, contributed to, forked.
Stack Overflow: Questions asked, answers given, tags followed.
Content Interaction:
Documentation: Sections visited, time spent, recurrent visits.
Blogs/Tutorials: Posts read, comments left, shares.
Tool Utilization:
Package Manager Downloads: Tools/libraries frequently downloaded.
SDKs/APIs: Integration and usage frequency.
3. Intent Interpretation (Heart of the Developer Segmentation)
Inferred Specializations:
Deduced from consistent contributions to specific topics, e.g., machine learning, web development, or cloud computing.
Projected Needs:
Based on documentation areas frequently visited, or forum discussions. What are they trying to achieve?
Trend Alignment:
Intent signaled by rapid shifts or increased activity in specific tools, languages, or platforms.
4. Engagement & Validation (Closing the Loop)
Personalized Outreach:
Tailored content, resources, and solutions based on deduced intent and actions.
Feedback Channels:
Forums, GitHub discussions, or direct surveys to validate segmentation insights.
Community Involvement:
Sponsorships, hackathons, webinars, or workshops focusing on popular trends or areas of interest.
5. Iterative Refinement (Continuous Improvement)
Regularly revisit and refine segmentation based on changing developer behavior and feedback.
Stay updated with evolving tools, platforms, and developer preferences.
Constantly innovate and adapt to provide value in alignment with developer needs.
While the world of selling can often be complex and multifaceted, selling to developers necessitates a shift in perspective. By emphasizing action-based segmentation, coupled with an intent-focused approach, and aided by the DSF, sales and marketing professionals can truly resonate with developers. The aim is not just about selling a tool; it's about integrating into a developer's workflow and becoming an essential part of their toolkit.