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The Mystical Nature of Open Source Marketing
28 de Mar de 2023•0 gostou•10 visualizações
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Presented at Open Source 101 2023 - Charlotte Presented by Swarna Podila Title: The Mystical Nature of Open Source Marketing Abstract: Marketing, in general, is probably an enigmatic function for most folks who are not familiar with the function. While one may misconstrue that the Marketing team handles conferences and/or events, let us take a moment to recognize that that is not all that the Marketing team is responsible for. The marketing team is like a beautiful layer cake that has multiple functions within, with each team having a unique responsibility for creating, generating, and nurturing awareness and demand for the company and company’s product portfolio in the relevant markets. And if you think that was nuanced, wait until you hear about the elaborate and orchestrated coordination that is required in “Open Source Marketing”. In this session, I will talk about the fundamental differences in traditional B2B (business-to-business) marketing approaches and open source marketing approaches. The audience will understand the importance of the differences in approaches and will walk away with a better understanding of Open Source Marketing.
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The Mystical Nature of Open Source Marketing
- skpodila@mstdn.social The Mystical Nature of Open Source Marketing Swarna Podila
- skpodila@mstdn.social Photo by Joshua Hoehne on Unsplash Photo by James A. Molnar on Unsplash Photo by Carlos de Toro @carlosdetoro on Unsplash A Collaborative World
- skpodila@mstdn.social Source: https://bonkersworld.net/organizati onal-charts
- skpodila@mstdn.social Typical Enterprise Teams Engineering Research Product DevRel / Community Marketing Post-Sales / Customer Support Pre-Sales / Sales 05 01 02 03 04
- skpodila@mstdn.social Typical Enterprise Teams Engineering Research Product DevRel / Community Marketing Post-Sales / Customer Support Pre-Sales / Sales 05 01 02 03 04
- skpodila@mstdn.social Enterprise Marketing Funnel Awareness (Top of the Funnel) Consideration (Middle of the Funnel) Purchase (Bottom of the Funnel) Reference
- skpodila@mstdn.social Enterprise Marketing Journey Awareness Consideration Purchase Reference Product Marketing Technical Marketing Field / Regional Marketing Growth / Revenue Marketing Technical Marketing Customer Experience Customer Marketing Product Marketing
- skpodila@mstdn.social Enterprise Marketing Journey Awareness Consideration Purchase Field Marketing Regional Marketing Growth / Revenue Marketing Events Product Marketing Technical Marketing Analyst Relations Press Relations Marketing Ops Demand Generation Brand Creative Design Web Digital Social Media Customer Marketing Reference
- skpodila@mstdn.social Enterprise Marketing Journey Awareness Consideration Purchase Reference Product / Solution Web Pages, Use Cases, Case Studies, Tutorials, etc. Documentation, Reference Docs, Benchmarks, etc. Field / Regional Events, Landing Pages, Webinars, Workshops, Meetups, etc. Case Studies, Analyst / Media / Peer-to-Peer References
- skpodila@mstdn.social Open Source Marketing Journey Awareness Consideration Adoption Advocacy
- skpodila@mstdn.social Open Source Marketing Journey Awareness Consideration Adoption Advocacy Developer Advocacy Education / Docs Developer Advocacy Community Management Developer Advocacy Technical Community Support Developer Advocacy Community Programs Certifications
- skpodila@mstdn.social Open Source Marketing Journey Awareness Consideration Adoption Community Management Developer Advocacy Education and Docs Product Marketing Technical Marketing Technical Community Support Technical Writers Events Regional Marketing Demand Generation Marketing Ops Creative Design Brand Digital Social Media Advocacy
- skpodila@mstdn.social Open Source Marketing Journey Awareness Consideration Adoption Advocacy Comparative Overview, Best Practices, Use Cases, Architectural Overview, Intro-level tutorials, Downloads Guides: Implementation, Getting Started, Troubleshooting, Upgrades, and Migration, Office Hours Project Web Pages, GitHub ReadMe, Docs, Events, Livestreams, AMAs Champion / Ambassador programs, Conference talks, Speaker programs, Certifications and Badges
- skpodila@mstdn.social Marketing Strategy: Be Clear. ● What is your priority? ○ Open Source success? Enterprise success? ● Open source success: ○ Focus your marketing activities to drive community and project growth. ○ Build + Grow your Community! ● Enterprise success: ○ Focus your marketing activities on growing and supporting sales. ○ Contribute to Revenue!
- skpodila@mstdn.social Marketing Goals: Open Source vs.Enterprise Enterprise Marketing focuses on ● Product awareness/sales ● Lead generation ● Brand awareness ● Customer acquisition, expansion, references ● Marketing nurture ● Sales Open Source Marketing focuses on ● Project adoption ● Community growth ● Community contributions ● Project awareness and education ● Community nurture ● Education
- skpodila@mstdn.social Open Source to Enterprise Journey ● Open Source efforts can feed into the Marketing Funnel. Caution! Do not “bait and switch” your open source audience. ● Build a compelling user/customer journey based on the starting point. ● Iterate based on engagement metrics and content performance. ● When the time is right, assess steering open source audience towards an enterprise journey: ○ Use metrics to determine the right transition points and pathways.
- skpodila@mstdn.social Enterprise Marketing ● Lead Lifecycle (generated -> followed up / nurtured -> MQLs -> SQLs) ● Length of Sales Cycle ● Revenue Contribution ● Web visits and interactions ● Content performance ● Funnel -> Sales Pipeline conversion Open Source Marketing ● OSS Downloads ● GitHub Stars ● Tutorials access ● Certifications completed ● Engagement metrics (active users, returning users, video views, interactions on docs sites, livestream attendance, etc.) Define Success Metrics
- skpodila@mstdn.social Collaboration => Success
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