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Driving product adoption by empowering developers

Empowering devs by enabling them with products that get them excited to execute.

Content

Enabling content that help devs succeed

  • Ideation & Conceptualization

    • Identifying and mapping content domains, target audiences, formats and aligning them with developer products, to create a comprehensive content strategy

    • Conceptualizing the type, format and curriculum of content that would add value to developers and also help them learn & engage with developer products.

    • Scoping the content material and establishing publication cadence

  • Creation

    • Working with internal writing/editorial teams in directing the content material and managing timelines

    • Sourcing & engaging with external experts/freelancers/influencers in creating content

    • Writing/recording own content like blogs, webinars, tutorials, SDK documentation, etc

    • Creating content across various formats like blogs, technical tutorials, documentation, webinars, videos, etc.

  • Amplification

    • Driving consumption of content by cross-publishing in different formats, various organization-owned outreach channels, partners and paid networks.

    • Creating a feedback loop with creators & editors, funnelling feedback and behavioral metrics of content, in iterating revisions.

Product Marketing

Defining & customizing product messaging/campaigns for different audiences

  • Research & Analysis

    • Conducting market & user research among existing customers and prospects through surveys, informal conversations & events, in order to understand needs and gain product feedback.

    • Preparing competitive analysis based on other similar products/companies to understand gaps & areas of improvement

  • Marketing Strategy

    • Creating a marketing strategy, including relevant targeting, positioning and messaging for audiences.

  • Launch / Channel Plan

    • Creating launch & channel plans for products/features, to drive acquisition and engagement.

    • Assisting sales teams with relevant collateral/messaging as enablement

  • Ongoing Marketing

    • Gathering feedback from customers and funnelling to product/engineering teams

    • Measuring performance & effectiveness of products & campaigns, and using them to iterate further campaigns


Testimonial:
Tushar Gupta
Tushar Gupta
Product Manager, 22Feet Tribal Worldwide

Field Marketing/Events

Connecting with devs where they are and keeping a pulse

  • Event management

    • Executing events in an end-to-end fashion, including - identifying objectives & goals, estimating budget, locking-in vendors, content programming & sourcing, promotions & demand-gen, and retrospectives of events.

    • Managed events of all scales - from small round-tables of 10 people, to meetups of 80 people, to conferences of 400 people, to concerts of thousands of people.

  • Production

    • Managing all aspects of event production, like - designing on-site event experience, collaterals, designs, vendor management, event-flow, etc.

    • Conceptualizing and executing audience-engagement campaigns during events, like - social contests, quizzes, fun games, etc.

  • Booth production

    • Enabling presence of an organization at third-party events through brand-activation partnerships (like booth presence) and content partnerships (like talks/panel discussions/etc)

    • Managing activations end-to-end, from negotiating deliverables & costs, to deliverable fulfilment and invoicing.


Testimonial:
Anand Vyas
Anand Vyas
Software Engineer, DigitalOcean

Branding

Spreading brand awareness through relatable visuals & brand voice in messaging on print/web

  • Design

    • Designing first draft of brand assets for various online & offline campaigns, like - email templates/headers, web UI, brochures & banners, etc.

  • Develop

    • Coding landing pages & web properties for marketing programs & campaigns, like events, webinars, etc to offer an on-brand experience for visitors and UX that helps drive program objectives.

    • Developing using web technologies like HTML/CSS/JS/JQuery and any other proprietary SDKs/APIs of deployment platforms

  • Direct

    • Guiding & coordinating with brand teams in asset requirements for campaigns, in terms of type of illustrations, look & feel, UI, etc.

    • Contributing to evolution of brand style & guidelines of organizations for better brand association among target audience

  • Deploy

    • Effectively deploying brand assets across offline materials - like banners, brochures, T-shirts, stickers, etc - for premium look & feel, and also across online campaigns - like emails, web pages, ads, etc - for better UX and brand association.


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Testimonial:
Erik Hageman
Erik Hageman
Creative Director, DigitalOcean

Influencer Engagement

Working with industry experts to drive influence among devs

  • Identify

    • Identifying experts within the ecosystem, who can drive influence to developer products among the target audience. 

    • Evaluating relevance of the influencer to the required target audience, and also the reach & effectiveness.

  • Onboard

    • Identifying common interests and viable incentives to engage with the influencer and negotiating agreements.

    • Aligning the interest of the influencer and the objectives/goals of developer programs and the business.

  • Engage

    • Engaging with the influencer either by crafting exclusive series of events/developer programs, or plugging them strategically into existing programs.

    • Establishing a continuous feedback loop with the influencer, developer program teams and product/engineer teams in order to improve the dev programs and product offerings.


Testimonial:
Janakiram MSV
Janakiram MSV
Analyst, Advisor, Architect, Janakiram & Associates

Demand Generation

Driving demand through offline & online campaigns

  • Paid Media

    • Assisting the branding, content & paid media teams in crafting the copy and design for display ads in DSPs/AdWords

    • Designing branding & crafting the copy for native advertising/inventories across publishing networks.

  • Webinars

    • Strategizing & launching company-wide & global webinar programs

    • Aligning objectives of various teams, like Marketing, Product, Engineering, Sales, etc with webinar programs and gathering support & buy-in

    • Using webinars program to build demand for products, campaigns or initiatives.

  • Social Campaigns

    • Executing paid & organic campaigns on social networks, like Facebook, Twitter, LinkedIn and Instagram, for generating demand for developer campaigns.

    • Creating the attributes & segments for targeting & re-targeting people through social campaigns.


Testimonial:
Sam Coren
Sam Coren
Sr. Demand Generation Manager, DigitalOcean

Partnerships

Working with other dev communities/companies for mutual benefit

  • Identify

    • Identifying relevant communities/organizations working towards the same target audience in a non-competing manner.

    • Identifying offerings or value propositions useful to each other’s audiences and other program synergies.

  • Onboard

    • Negotiating agreement on mutual objectives, programs, costs and other aspects of partnership

    • Executing required paperwork & administrative tasks 

  • Engage

    • Crafting specific joint programs or inclusion in either party’s programs for the common objectives and target audience.

    • Creating feedback loop between partner and programs/relevant teams within an organization to strengthen the partnership and improve value proposition to partners.


Testimonial:
Hollie Haggans
Hollie Haggans
Global Partnerships Manager, DigitalOcean

Customer Marketing

Increasing product adoption & revenue by helping customers succeed

  • On-site meetings

    • Meeting 1:1 with high-value business customers, along with technical stakeholders, to address concerns, gather feedback, and educate on new products

    • Continuously engaging with customers in developer programs to increase trust and deliver value

  • Customer-oriented content

    • Creating specific learning/training content for customers helping them learn more about the product and resulting in increased product engagement & adoption

  • Nurture Campaigns

    • Preparing nurture campaigns for customers based on their product engagement, stage of funnel and interaction with other programs, to drive deeper engagement and moving down the funnel.


Testimonial:
Mukund Joshi
Mukund Joshi
Head of Support - EMEA & APAC, Atlassian

Email Marketing

Running & managing email campaigns for communications

  • Email templates:

    • Building templates using HTML/CSS and email tool’s templating system, to create reusable templates for email campaigns

  • Email copy & assets:

    • Drafting email copy with relevant messaging for campaigns

    • Identifying and/or designing email-specific assets required, like headers, animations, illustrations, etc.

  • Campaign setup & execution:

    • Setting up the email campaign by identifying & isolating target segments, creating relevant clones based on personalizations/messaging, and scheduling the campaigns

    • Setting up automated A/B test campaigns wherever required

  • Trigger/Nurture Campaigns

    • Creating trigger campaigns based on certain actions (like movement in funnel, CTA conversion, etc) to deliver necessary messaging

    • Outlining nurture campaigns for audiences in programs based on intent, action, and other parameters, in order to drive them towards required action.

  • Monitoring & Reporting

    • Monitoring campaign execution, deliverability, and click/open/CTR performances of emails

    • Documenting performances, learning and iterations of campaigns in centralized program reports


Tools I use:
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Testimonial:
Michelle Renee See
Michelle Renee See
Marketing Automation Manager, DigitalOcean

Marketing Operations

Setting up & managing systems for efficient marketing

  • Data management & pipelines: 

    • Creating integration workflows & ETL processes between various marketing systems to enable just-in-time marketing and efficient processes.

    • Marketo: 

      • Was one of the Marketo admins at a previous company, for an instance with millions of Marketo Leads

      • Managing regional and campaign-specific databases, including data transformation, import, segmentation & tracking

      • Working with webhooks & Launchpoint service in piping data between other systems like Tray.io, GoToWebinar and Zapier

    • Tray & Zapier:

      • Creating & managing multi-step Zaps/Workflows in transforming, processing & piping data in real-time/batch between other systems like Marketo, Slack, GoToWebinar, etc

      • Setting up and maintaining alerting workflows for monitoring pipelines

  • Attribution tracking

    • Setting up necessary automations & pipelines to attribute business & program KPIs to specific initiatives and campaigns.


Tools I use:
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Testimonial:
David Dorman
David Dorman
Director of Growth, DigitalOcean

Vendor Management

Working with external vendors in marketing deliverables

  • Merchandise: 

    • Conceptualizing and producing developer swags like T-shirts, stickers, and other items, in collaboration with internal brand design teams.

    • Worked with local print-shops, marketplaces, and other agencies in producing marketing collaterals

  • Outsourcing: 

    • Working with 3rd party organizations in defining programs, metrics, costs, and other details in running marketing programs - online and offline


Tools I use:
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Testimonial:
Avinash Kumaar
Avinash Kumaar
Business Development Manager, Inkmonk

Data-driven Marketing

Using data to inform decisions and market effectively

  • Audience Intelligence:

    • Using data of users/prospects from multiple data sources, like web, events, webinars, etc in better segmenting audiences based on actions & intent to effectively run specific campaigns.

    • Managing & understanding lifecycle of audience across various touch-points and optimizing the funnel conversion & personalizations

  • Business Intelligence

    • Measuring & tracking business-impact metrics at a granular level for various marketing programs, and iterating/optimizing to balance value-propositions and business impact.

    • Setting up dashboards and pipelines for continuous monitoring & alerting for business metrics based on certain relevant queries and filters.


Tools I use:
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