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image of the DNA needed for marketing for developers

Injecting a Marketing Gene into Developers, Engineers, and Scientists

September 28, 2017 - Marketing

I have both a technical background and a marketing background, so I get that marketing for developers can seem like a  chore. When I was working primarily in a scientific and engineering research environment, I did a lot of liberalarts-splaining where Drama majors told me…

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Decoding Devops

Decoding DevOps for the Marketer

September 26, 2017 - Content Marketing, DevOps, Marketing

Marketing to nerds has its pros and cons. Pro: When they like you, they REALLY like you. Con: They believe marketing is the root of all evil. While they claim that marketing does not work on them, they are very sensitive about potentially being the…

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understand the technology

When Marketing and Developers Collide

September 14, 2017 - Marketing

Two groups have had a dominant presence on the Internet since its early days—programmers and marketers. Programmers built the Internet. They were posting on Usenet, developing the first interactive websites in PHP, and uploading code to SourceForge while the rest of the world was still…

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content marketing application

Marketing Tech: How AI Applies to Small Data

September 6, 2017 - Marketing, Technology

As the world adopts more AI, phrases like deep learning, machine learning, neural networks, and Big Data have started to become more common in general discourse. The efficacy and value of leveraging predictive algorithms to accomplish tasks across very large data sets and within complex…

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Why Effective Content Marketing Needs Inefficient Communication to Achieve Thought Leadership

August 3, 2017 - Marketing

Effective content marketing has inefficient communication built-in to get customers to reach out. For example, effective content marketing relies on repetition, incomplete information to tantalize customers, and promises, hooks, and emotional tugs rather than just providing information or answers. Practitioner influencer marketing has integrity, but…

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modern devops tools

Beneath the Hoodie: The DevSecOps Tool Buyer’s Journey

July 27, 2017 - Marketing

We live in a constantly evolving and adapting world. DevOps is no stranger to this concept, as it has introduced rapid adaptation, automation, and amplified the pace of software delivery. As a result, DevOps has been a major force to help drive innovation, and has…

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Culture

Allowing Customers To Know What It’s Like To Work With You

July 25, 2017 - Business Psychology, Marketing

When we engage with each other, our perceptions and previous interactions are key. During your day, say you just left a conversation with someone in a sour mood. Your second encounter may not start off well. In our lives, we tend to hold those closest…

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selling into businesses

Selling to Scientists and Engineers: B2B or B2C?

July 13, 2017 - Marketing

A Case Study: The Consumerization of Scientific Instruments I have always classified my marketing activities as business to business (B2B), because I have always created materials for selling into what on their face look like businesses. Scientific equipment sold into scientists’ labs. Software-as-a-service sold for…

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Beneath the Hoodie: The Challenge of Security Documentation

July 6, 2017 - Marketing

Technical documentation is a critical pillar to the success of the modern product company, yet it commonly falls short of the level of quality required to assist users and engage the vendor’s customer community. While this shortfall seems relatively insignificant, a lack of quality documentation…

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Quuu

Killing it with Quuu

June 20, 2017 - influencer management, Influencer marketing, Marketing

Using Quuu to Promote Content Your social presence is important. You already know that. These days, the number of tools available to support it is tremendous. Quuu may be just another tool, but for us, it has proven to be uniquely valuable to our business….

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