How to Build and Grow a Successful Developer Program

Contents
About the Authors
About the Technical Reviewer
Foreword
Introduction
Part I: Develop a Common Understanding
	Chapter 1: What Is Developer Relations?
		The Core Components of Developer Relations
			Developer Experience
			Developer Marketing
			Developer Education
			Developer Success
			Community
		Summary
	Chapter 2: Where Does Developer Relations Fit?
		Functional Activities
		Functional Reporting
		Department Influence Mapper Tool
			How It Works
			Using the Tool
		An Information Valve for Your Company
		Summary
	Chapter 3: The Origin of Developer Relations and the Rise of the Developer
		The Apple Didn’t Fall Far from the Tree
		The Rise of the Developer
			Technology Enablers
			Democratized IT
			Skilled Workforce
			Capital
			Business Model Innovation
			Technical Communities
		The Rise of APIs
		The Growth Continues
		Summary
	Chapter 4: The Value of the Developer Economy
		Some Numbers
		Case Study: Mobile Apps – Those Who Didn’t Believe
		Supplemental Value of the Developer-Led Economy
			External Creation Value
			External Cost Reduction
			Internal Value Creation
			Internal Cost Reduction
		Summary
Part II: Key Differentiators
	Chapter 5: The Audience: Developers
		Developer Market Sizing
		Developer Truisms
			Like Facts Not Marketing
			Developers Are Creative Problem Solvers
			Decision Influencers
			Learn by Doing
			Lack Diversity
			Self-Learning
		Is It Easy to Be a Developer Today?
		Summary
	Chapter 6: Developers As Decision Makers
		The Developer Decision-Making Unit
			Who Makes the Decision?
				Decision Criteria
			Matching Messaging to Decision Makers
		Summary
	Chapter 7: Developer First and Developer Plus
		Organization Types
			Developer First
			Developer Plus
		How Many Companies Practice Developer Relations?
		The Market Leaders by Community
		Summary
	Chapter 8: Business Models and Monetization Strategies
		It’s an Input
		The Value Chain
		B2B, B2C, vs. B2D
		B2D Monetization Strategies
			1. Direct – Revenue Upfront
			2. Direct – Revenue Delayed
			3. Indirect – Market Enhancement
			4. Indirect – Ecosystem Enhancement
		Maturing Your Model
		A Numbers Game
		Summary
	Chapter 9: Developer Products
		Treat Your Developer Offering As a Product
		Types of Developer Products
			APIs
			SDKs
			HDKs
			Reference Designs
			Tools
			Marketplaces
		Developer Services
			Product Scope in Organizations
		Product Value Proposition to Developers
			Determining the Product Value Proposition
			Beyond Features
		A Long-Term View
			Deprecating and Sunsetting Product and Code Breaks
			Pricing Changes
			Product-Market Fit
		Summary
Part III: Alignment on Goals
	Chapter 10: Company Goals and Alignment
		Identify Company Goals
		The Importance of Company Alignment
			Alignment Considerations
				Connect to Core Company Goals
				Be Attuned to the Company Culture
				Be Aware of Company Antibodies
				Understand Innovation Disconnects
				Brand Reputation Matters
			Launching Is Only the Beginning
		Solutions for Company Alignment
		Summary
	Chapter 11: Program Goals
		Setting Program Goals
			Long-Term Program Goals
			Short-Term Program Goals
			Clarity and Realism in Goal Setting
			Metrics for Measuring Goals
			Influences and Gaps
		Summary
Part IV: Go-to-Market
	Chapter 12: Developer Segmentation
		Why Is Segmentation Important?
		Developer Segmentation Framework
		Tests for Segmentation Criteria
		Developer Segmentation Canvas in Action
		Summary
	Chapter 13: Developer Personas
		Persona Criteria
		Developer Persona Frameworks
			Developer Persona Canvas
			Developer Persona Framework
		Summary
	Chapter 14: Messaging
		What Is Messaging?
		Key Factors of Developer Messaging
			Keep It Developer-Friendly
			Tone and Voice
			Targeting Other Decision Makers
			Timing and Trust
			Messaging Styles and the Developer Journey
			Feedback and Communication Loops
		Developer Messaging Framework
			Heroes, Halos, and Stories
			Messaging Keywords
				Messaging Keywords: 80% – Features
				Messaging Keywords: 20% – Benefits
			Differentiation
			Key Statements
		Summary
	Chapter 15: The Developer Journey
		What Is a Developer Journey Map?
		Stages of the Developer Journey
		Touchpoints of the Developer Journey
			Internal
			External
			Notes on the Journey
			Who Owns the Journey?
			How to Find Out If Your Journey Is Working
			Remove Bias
			Involve the Stakeholders
		Summary
	Chapter 16: Discover
		Awareness and Outreach
		Discover Touchpoints
		Top Developer Discover Sources
			Search Engines
			Peer Referrals
			Your Developer Advocates
		The Developer Hub
		Are You Credible?
		Summary
	Chapter 17: Developer Experience
		Developer Experience (DX)
			Product
			Documentation
				Docs Span All Stages of the Developer Journey
				What Makes Great Docs?
				Who Should Create the Documentation?
		Summary
	Chapter 18: Evaluate
		Activation
		Evaluate Touchpoints and Developer Education Resources
			Product Pages
			Documentation Landing Page
			FAQs
			Use Cases and Case Studies
			Forums and Community Messaging Tools
			Webinars
		External Touchpoints
			GitHub
			Stack Overflow
		Pricing Options
		Summary
	Chapter 19: Learn
		Onboarding and Engagement
		Time to “Hello, World!”
		Learn Touchpoints and Docs
			Getting Started or Quickstart Guide
			Tutorials
			Code Samples
		Signup and Registration
		Education Resources
			Forums and Community Messaging Tools
			Learning Resources
			Office Hours
			Training
		Technology Dependencies
		Summary
	Chapter 20: Build
		Engagement and Support
		Build Touchpoints and Resources
			Extensions
			Sandbox and Tools
			Reference Guides
			Changelog
			Support
		Adoption Is Still in the Balance
		Summary
	Chapter 21: Scale
		Retention and Growth
		Scale Touchpoints and Resources
			Developer Success
			Support
			SLAs
			Product Road Map
		Inspiration and Community
			Showcase
			Ambassador Programs
			Partner Programs
			Certification
				Business Decision Makers
		Summary
	Chapter 22: Developer Marketing
		Marketing Tactics for DevRel
			Developer Hub
			Social Media
			SEO and Advertising
			Content Marketing
			Automated Nurture
			Marketing Partnerships
			Developer Communities
		Summary
	Chapter 23: Events
		Event Reality Check
		Choosing Which Events to Attend
			Event Preparation
			At the Event
			Post-Event
		Online Events
		Organizing Your Own Events
		Event Journey
		Hackathons
		Event Return on Investment
		Summary
	Chapter 24: Sales
		Understanding Modern Sales
		Beyond Self-Service
		DevRel and Sales Synergies
		DevRel and Sales Alignment
			Alignment and Sequencing Example: Direct Revenue – Self-Serve Operation
		Summary
	Chapter 25: Community
		What Is a Community?
			Community Is: A Philosophy
			Community Is: A Relationship
			Community Is: A Subset of Your Developer Program
		The Benefits of Community
		Community Management Is: Members and Contributions
			Community at Large
			Passive Contributors
			Active Contributors
			In-betweeners
			Inner Circle
		How to Start a Community
			Where Is Your Community?
			Gamification
			Community Recognition and Experiences
			Open Source Communities
		Summary
Part V: Managing and Growing Your Program
	Chapter 26: Metrics
		Metrics Hierarchy and Clarity
			First, Alignment
			Next Is Clarity
		DevRel Program Metrics – The What
		Activity Metrics – The How
		Community Metrics
		Assessing Your Metrics
			Testing Your Metrics and Conversion Metrics
			Data Sources and Challenges
			Reporting Your Metrics
		Metric Accountability
		Summary
	Chapter 27: Team
		Generalists Get You Started
		Specialists Help You Scale
			Developer Advocates
			Support and Success Teams
			Field Marketing or Event Marketing
			Developer Education
			Developer Marketing
			Community Managers
			Other Roles
			Consultants and Outside Agencies
		DevRel Leadership and Career Path
		Interdepartmental Collaboration
		DevRel Demographics
			Hiring DevRel
			Hiring and Building an Inclusive Culture and Team
		Summary
	Chapter 28: Program Phasing
		When Is a DevRel Program Mature?
		Assessing the Maturity Stages of a DevRel Program
			Stage 0 – Ground Zero
			Stage 1 – Improvised Stage
			Stage 2 – Establishment Stage
			Stage 3 – Growth Stage
			Stage 4 – Scale Stage
		Comparing Stages and Indicators
		Summary
	Chapter 29: Epilogue
		What Comes Next? Your Turn
Index