B2B developer marketing? It’s complicated.

We’ve covered a lot of ground thus far in terms of how to market to developers, from how to deploy content marketing to the importance of not making assumptions about them on the basis of the developers you may happen to know.

I’ve got a pretty vital word of advice to add to all of that: When you’re marketing to developers, never forget the fact you’re not just marketing to developers.

Who are you really selling to? Code or software design isn’t ever standalone. It’s part of something bigger: a product, whether it’s an app or an enterprise platform.

Beyond that, you may have to consider your potential customer’s product as being part of something even larger: the company that’s bringing it to market, or a developer ecosystem or user community built around it.

So developers aren’t your sole audience. There are others who’ll have a voice in the purchase process, and you need to figure out who they are — and how to engage them, too.

[Read the full article on MarTech Today.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Josh Aberant

Josh serves as the CMO at SparkPost. Prior to joining SparkPost, he served as Postmaster at Twitter for four years. Josh was the Co-Founder and CEO of RestEngine before the company was acquired by Twitter. At RestEngine he led the launch of its industry-leading social data outbound marketing automation platform. With over 15 years of growth & marketing best practices experience, Josh has led teams at MarTech platform companies including Marketo, Lyris, EmailLabs. Additionally, with over 20 years of experience at tech startups, Josh has been involved in the success of many early stage startups including Collab.Net & Intershop. Josh holds a Bachelor’s in Physics from San Francisco State University and was awarded the Faculty Prize in Physics from Bishop’s University.