Gaining attention is hard, but gaining attention from a choosy & critical audience is even harder. That's the challenge you face when you are marketing a technical product like a database.
In the latest episode of Startup Project, I spoke to the Chief marketing Officer of SingleStore Madhukar Kumar about the challenges of marketing to developers and the strategy they leverage to do it effectively.
Here are three insights from my conversation with Madhukar. You can listen to the full conversation on Spotify, YouTube, Apple or other audio platforms.
1. Niche But Authentic Presence: Traditional marketing doesn't work for developers. You can't simply market to developers—you need to be present in their communities. This means being active in their "watering holes" like Twitter, YouTube, Stack Overflow, and subreddits. The key is authentic presence over aggressive marketing.
2. End of "Growth at All Costs": The era of "growth at all costs" is being replaced by "growth at sustainable cost." He's not a big fan of paid campaigns, noting that the quality of leads from organic growth and inbound marketing often surpasses those from paid channels.
3. AI Evolution in Marketing: While AI tools are revolutionizing marketing productivity, they don’t replace human judgment. The best marketers of tomorrow will be those who can combine:
Technical knowledge
Generalist capabilities
Deep expertise in one area
Human touch and authenticity
Don’t miss my conversation with the co-founder of DocuSign Court Lorenzini!
Share this post