Product first

“I’ve got this cool idea for a new type of tea!”

Audience first
Focusing on a “It seems there’s a segment of customers who
product aspires to drink high-quality herbal tea after they
had dinner at home.”

Focusing on a
specific audience
 1 How to define target
market(s)?

2 How to create audience

segments?
Developer
GTM 3 How to evaluate target
segments?
Playbook 4 How position your product
to win?

5 How to create a marketing

mix plan?
#1
Define and
segment the
market
There is no single
type of developer.
 STP Framework

SEGMENTATION TARGETING POSITIONING

 STP Framework

SEGMENTATION TARGETING POSITIONING

Create meaningfully
different customer
groups based on specific
criteria and traits
(Geographic, Behavioral,
Demographic,
Psychographic)
Define the market

Total Available Market

TAM How big is the largest possible marketing?
The sector’s entire revenue opportunity.

SAM Serviceable Available Market

What portion of the TAM fits you?

SOM Serviceable Obtainable Market

What portion of the SAM can you reach?
AirBed&Breakfast (Airbnb)” First Pitch Deck
 Minimum + Viable
The smallest possible audience you can serve
and that can sustain your business

Minimum Viable
Too small Too broad

Audience

Source: Seth Godin

 Segment the Market into Sub-Groups

Behavioral Demographic
• Brand Loyalty: • Age:
• Benefits Sought: • Gender:
• User Status: • Nationality:
• Usage Rate: • Occupation:
• Income:

Geographic Psychographic
• Area: • Lifestyle:
• Region: • Personality:
• Country: • Values:
• Population: • Interest:
 Which of the
following describes
your current job?
Please select all
that apply.

Stack Overflow 2021

Developer Survey
 Which of the
following describes
your current job?
Please select all
that apply.

Stack Overflow 2021

Developer Survey
Stack Overflow
2021 Developer
Survey
 Competitor Market Segmentation

Factors Your Company Competitor 1 Competitor 2 Competitor 3

Age 25-45 30-35 20-40 20-35

Gender Both (M/F) Both (M/F) Both (M/F) Both (M/F)

Demographic
Occupation Business/Employed Business/Employed Students/Employed Students/Employed

Income $ $$$ $$$ $ - $$$ $ - $$$

Geographic Country United States North America Europe United States

Values … … … …
Psychographic
Lifestyle … … … …
 Audience Segmentation Matrix

Software
CTO Infrastructure Ops Security
Developers

Software
… … … … …
Language(s)

Trending Topics … … … … …

Media
… … … … …
Consumption

Hashtag Usage … … … … …

Brand Affinities … … … … …

Real-time
… … … … …
Conversations

Forums … … … … …
 Audience Segmentation Matrix

Full-stack Front-end Back-end Mobile DevOps

Software
… … … … …
Language(s)

Trending Topics … … … … …

Media
… … … … …
Consumption

Hashtag Usage … … … … …

Brand Affinities … … … … …

Real-time
… … … … …
Conversations

Forums … … … … …
Source: Audiense
 1 Audiense

2 Sparktoro
Audience
Intelligence 3 Brandwatch

Tools
4 Buzzsumo

5 Google Analytics
#2
Evaluate and
select your target
<dev_groups/>
 STP Framework
SEGMENTATION TARGETING POSITIONING

Create meaningfully Select which segment(s)

different customer to serve.
groups based on specific Which segment(s) are
criteria and traits most likely to generate
(Geographic, Behavioral, desired conversions
Demographic, (size, profitability,
Psychographic) reachability)
Evaluate the attractiveness of each segments

Segment the Market Target Specific Segment

Segment 1 Strengths Weaknesses

Define the segment ((Geographic,

List strengths List weaknesses
Behavioral, Demographic, Psychographic)

Segment 2 Strengths Weaknesses

Define the segment List strengths List weaknesses

Segment 3 Strengths Weaknesses

Define the segment List strengths List weaknesses

 Porter’s Five Forces
1. Threat of New Entrants
• Sample Text
• …..
Threat of
New Entrants
2. Bargaining Power of Buyers
• Sample Text
• …..

3. Threat of Substitute Products

Power of Industry
Power of
• Sample Text
Suppliers Rivalry Customers • …..

4. Bargaining Power of Suppliers

• Sample Text
• …..

Threat of
5. Rivalry Among Existing Competitors
Substitute
• Sample Text
Products
• …..

Competitive Strategy: Techniques for Analyzing Industries and Competitors (1980)

Source: Audiense
Evaluate the attractiveness of each segments

Segment the Market Target Specific Segment

Segment 1 Strength Weakness

Strength #1 Weakness #1
ITDM in the US working in DevOps Strength #2 Weakness #2
Strength #3 Weakness #3

Segment 2 Strength Weakness

Segment 3 Strength Weakness

#3
Position to
<win/>
 STP Framework
SEGMENTATION TARGETING POSITIONING

Create meaningfully Select which segment(s) Implementing your

different customer to serve. targeting. What sets
groups based on specific Which segment(s) are your product or services
criteria and traits most likely to generate apart from the
(Geographic, Behavioral, desired conversions competition in the
Demographic, (size, profitability, minds of your target
Psychographic) reachability) audience?
SEGMENTATION

TARGETING

POSITIONING

Price Product Distribution Promotion

 Positioning Exercise

Market Target Competitive Primary Key

What Is It?
Category Segment Alternatives Differentiation Benefits

If customers are not Biggest benefit that

Description of the The market that you The market for using your products, Attributes which the target audience
product compete in targeting then what are they sets you apart derives from your
using? offering
Source: April Dunford
Understanding Customer Needs

Understand Your Customers

Are they a small startup or big Fortune 500?

What they do:

Understand their occupation and interests

When they buy:

Understand the purchase cycle of your customer

How they buy:

Website, App, In-person

What they expect of you:

If your customers expect reliable delivery and you don’t disappoint them, you
stand to gain repeat business
 2×2 Product Positioning Map
High Price

Product
Product
A C

Low Complexity Product High Complexity

D

Product B
Product
E

Low Price
 Competitive Positioning Matrix

Company and
Target Customers Key Benefits Price Value Prop(s)
Product

List price or price

Your Company Add target customers Add key benefits List value props
range

Competitor 1 / List price or price

Add target customers Add key benefits List value props
Products range

Competitor 2 / List price or price

Add target customers Add key benefits List value props
Products range

Competitor 3 / List price or price

Add target customers Add key benefits List value props
Products range
Positioning Strategies

Category
Position your product as the category leader & becomes
synonymous with the service

User
Positioning for a specific target group of users and/or
behavioral parameters

Application
Position as the best for certain an application

Quality / Price
Positioning based on the value for the money people get
when purchasing your product

Attribute
Positioning based on certain attributes, zeroing in on a
unique selling proposition
 Positioning Matrix
Segment the Market Target Specific Segment Position the Product

Segment 1 Strength Weakness Segment Selected:

Define the segment ((Geographic,

List strengths List weaknesses Segment #1
Behavioral, Demographic, Psychographic)

Segment 2 Strength Weakness Top Customer Needs

Define the segment List strengths List weaknesses List customer needs

Segment 3 Strength Weakness Value Props

Best edge to compete in the target

Define the segment List strengths List weaknesses
segment
#4
Develop
<marketing_mix/>
 Product Price

Function Pricing Strategy

Packaging Discounts

Features Value Metric

Positioning

Promotion Place

Advertising Market

Messaging Channels

Content Distribution
 Targeting Strategies
Mass Marketing
Mass marketing or undifferentiated marketing involves marketing to
the entire market the same way. Mass marketing effectively ignores
segmentation and instead generates a single offer and marketing mix
for everyone.

Differentiated Marketing
Mass/ Selective/ A differentiated marketing strategy is one in which the company
Undifferentiated Differentiated decides to provide separate offerings to each different market segment
Target Market

Marketing Marketing that it targets. It is also called multi-segmented marketing.

Niche Marketing
Niche marketing (also called concentrated marketing) is a strategy that
targets only one or a few very defined and specific segments of the
consumer population. The goal is to achieve high penetration among
the narrowly defined target segments.

Micromarketing
Niche / Micromarketing is a targeting strategy that focuses even more narrowly
Micro-marketing
Concentrated than niche marketing. It caters to the needs of individuals (“individual
Marketing marketing”) or very small segments in targeted geography (“local
marketing”).

Product
 Where am I? Understand the
market. Possible MVA
Market
Products

Who is my ICP? And why

does it matter to them?
How do I reach them,
quickly?
Where is my ICP hanging
out?
Dev Customer Journey

Source: Developer-Focused Go-to-Market Playbook

Source: Openview 2021 Product Benchmarks
Freemium vs Free Trial vs Demo

High

Free Trial & Demo

Demo
Price

Freemium & Avoid

Free Trial

Low Complexity High

Source: Britopian
Recap
 Evaluate the
Define the market for Create market
segments on a set
organization segments
criteria

Evaluate the
Select target Construct segment
attractiveness of the
market/s profiles
segments

Develop and
Develop positioning
implement marketing Measure performance
strategy
mix
 Developer GTM Playbook

Segment Market Target Segment Position Product Marketing Mix

Segment 1 Strength Weakness Segment Selected: Product

Define the segment
List
((Geographic, Behavioral, List strengths Segment #1
weaknesses
Demographic, Psychographic)
Price
Segment 2 Strength Weakness Top Customer Needs

List
Define the segment List strengths List customer needs Promotion
weaknesses

Segment 3 Strength Weakness Value Props

Place
List Best edge to compete in the
Define the segment List strengths
weaknesses target segment