place of marketing and product management in the whole picture

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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] www.linkedin.com/in/mikhailvink mikhail_vink

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Page 1: Place of Marketing and Product Management in the Whole Picture

INTRO: THE PLACE OF MARKETING AND PRODUCT MANAGEMENT

IN THE WHOLE PICTURE

Mikhail Vink Global Marketing Programs Manager, JetBrains

[email protected]/in/mikhailvinkmikhail_vink

Page 2: Place of Marketing and Product Management in the Whole Picture

AGENDA

• Intro: context

• Product development

• Specifics of developer marketing

• PMM role

Page 3: Place of Marketing and Product Management in the Whole Picture

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

Page 4: Place of Marketing and Product Management in the Whole Picture

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

Page 5: Place of Marketing and Product Management in the Whole Picture

Two important principles

Page 6: Place of Marketing and Product Management in the Whole Picture

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

Page 7: Place of Marketing and Product Management in the Whole Picture

Transparent feedback channelsmake good marketing

Page 8: Place of Marketing and Product Management in the Whole Picture

(c) JetBrains

Page 9: Place of Marketing and Product Management in the Whole Picture

DogFooding keeps you really closeto the market

Page 10: Place of Marketing and Product Management in the Whole Picture

Team Lead vs Product Manager vs Project Manager vs Product Marketing Manager

Page 11: Place of Marketing and Product Management in the Whole Picture

Let’s switch to some marketing-related stuff

(c) JetBrains

Page 12: Place of Marketing and Product Management in the Whole Picture

Are developers different?

https://flic.kr/p/TaVYS (c) Amit Gupta

Page 13: Place of Marketing and Product Management in the Whole Picture

No BS policy

https://flic.kr/p/nQzqqi (c) Obert Madondo

“standard” marketing messaging is harmful

Page 14: Place of Marketing and Product Management in the Whole Picture

Another way of thinking

https://flic.kr/p/xMdLW (c) Duncan Hull

Page 15: Place of Marketing and Product Management in the Whole Picture

High entry levelto the profession

Page 16: Place of Marketing and Product Management in the Whole Picture

THE NEW KINGMAKERSbook by Stephen O’Grady

Page 17: Place of Marketing and Product Management in the Whole Picture

Every developer “knows” marketing better than you

so they would be resistant to your message

Page 18: Place of Marketing and Product Management in the Whole Picture

SALES PROCESS REVISED

• Word of mouth

• From developer to manager

• And no “classic” salespeople

Page 19: Place of Marketing and Product Management in the Whole Picture

NO OUTBOUND SALES

https://flic.kr/p/gK7GrV (c) Matthias Ripp

Page 20: Place of Marketing and Product Management in the Whole Picture

And marketing approach revised too

https://flic.kr/p/9iJNNN (c) DW 2002

Page 21: Place of Marketing and Product Management in the Whole Picture

https://flic.kr/p/tpNBDY (c) Thomas Haynie

Page 22: Place of Marketing and Product Management in the Whole Picture

Show me attitude

Get my attention

Prove me

Page 23: Place of Marketing and Product Management in the Whole Picture

Be close to the target audience

be developer (in JetBrains case)=

Page 24: Place of Marketing and Product Management in the Whole Picture

Is the developer marketing THAT different?

Page 25: Place of Marketing and Product Management in the Whole Picture

Who’s doing marketing for JetBrains products?

Page 26: Place of Marketing and Product Management in the Whole Picture

Time to meet PMMs!

Page 27: Place of Marketing and Product Management in the Whole Picture

So, who is PMM*?

*PMM = Product Marketing Manager

PMM

PPM MMP

MPM PMP

Page 28: Place of Marketing and Product Management in the Whole Picture

FUNCTIONAL TEAMS

• General Marketing

• Internet Marketing

• Developer Advocacy

• Marketing Research

• Design

• Web Development

• Email Marketing

• Sales

• Internal Development

• IT

• and more…

(c) JetBrains

Page 29: Place of Marketing and Product Management in the Whole Picture

PMM Profile

Page 30: Place of Marketing and Product Management in the Whole Picture

Technology + Marketing/Management

Page 31: Place of Marketing and Product Management in the Whole Picture

Communication Skills

(& English!)

Page 32: Place of Marketing and Product Management in the Whole Picture

PMMs responsibilities/tasks

Page 33: Place of Marketing and Product Management in the Whole Picture

COMMUNICATIONS

Product Team

Market / Target Audience

Other JetBrains Teams

Page 34: Place of Marketing and Product Management in the Whole Picture

PMM as a Hub

Page 35: Place of Marketing and Product Management in the Whole Picture

CONTENT PRODUCTION

• Blog posts

• Tutorials

• Screencasts

• Webinars

• Social media

• Web site

• External resources

Page 36: Place of Marketing and Product Management in the Whole Picture

INVOLVEMENT IN PRODUCT DEVELOPMENT

Page 37: Place of Marketing and Product Management in the Whole Picture

RELEASE MANAGEMENT

https://flic.kr/p/dExvuS (c) jacme31

Page 38: Place of Marketing and Product Management in the Whole Picture

FEEDBACK MONITORING

https://flic.kr/p/74iumW (c) Kristina D.C. Hoeppner

Page 39: Place of Marketing and Product Management in the Whole Picture

CONSUMER ACTIVITY MONITORING AND OPTIMISATIONS

https://flic.kr/p/7Uj9X4 (c) Alexander Baxevanis

Page 40: Place of Marketing and Product Management in the Whole Picture

ANALYSE,RESEARCH &

UNDERSTAND THE MARKET

(c) http://life-lenses.com/wp-content/uploads/2012/07/Pie-chart.png

Page 41: Place of Marketing and Product Management in the Whole Picture

COMMUNITY DEVELOPMENT

https://flic.kr/p/d9K1Bc (c) Chris Potter

(c) JetBrains

Page 42: Place of Marketing and Product Management in the Whole Picture

DEVELOPER ADVOCACY

(c) JetBrains

Page 43: Place of Marketing and Product Management in the Whole Picture

INTERNET MARKETING

(c) Harolds Planet http://harolds-planet.blogspot.de/2006/03/how-to-make-world-better-place.html

Page 44: Place of Marketing and Product Management in the Whole Picture

BUSINESS DEVELOPMENT AND PARTNERSHIPS

Page 45: Place of Marketing and Product Management in the Whole Picture

PUBLIC RELATIONS

https://flic.kr/p/hAcPRk (c) Niuton may

Page 46: Place of Marketing and Product Management in the Whole Picture

CONFERENCES & EVENTS

(c) JetBrains

Page 47: Place of Marketing and Product Management in the Whole Picture

WORK WITH SALES TEAM

https://flic.kr/p/8kVArV (c) Eastlake Times

Page 48: Place of Marketing and Product Management in the Whole Picture

EMAIL MARKETING

https://flic.kr/p/7WMu58 image (c) Rupert Ganzer

Page 49: Place of Marketing and Product Management in the Whole Picture

MARKETING AUTOMATION

https://flic.kr/p/d5Cqa (c) Chad Miller

Page 50: Place of Marketing and Product Management in the Whole Picture

70% ROUTINE VS

30% STRATEGY

Page 51: Place of Marketing and Product Management in the Whole Picture

How to communicate and keep track of things?

Page 52: Place of Marketing and Product Management in the Whole Picture

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

Page 53: Place of Marketing and Product Management in the Whole Picture
Page 54: Place of Marketing and Product Management in the Whole Picture

And all kinds of other tools for effective communications

Page 55: Place of Marketing and Product Management in the Whole Picture

(c) JetBrains

Page 56: Place of Marketing and Product Management in the Whole Picture

INTRO: THE PLACE OF MARKETING AND PRODUCT MANAGEMENT

IN THE WHOLE PICTURE

Mikhail Vink Global Marketing Programs Manager, JetBrains

[email protected]/in/mikhailvinkmikhail_vink