A Curated List of Marketing Resources for Developers

It’s a tale as old as time - developers, well let’s just say aren’t that fond of marketers!

It may or may not be completely based in fact, but it’s what we’ve been hearing for years now. It’s not difficult to imagine why. Developers and marketers are innately different, and the radical differences in their job profiles just don’t make it any easier!

Some of the reasons cited by irate developers are that marketers don’t really understand the products, end up overselling them, and cannot fathom that ‘easy features’ are actually a lot more complex to add!

Phew! So, it’s established that developers do have lots of bones to pick with the marketers!

One particular thought that seems worth chewing on is, do developers just hate marketers because they don’t ‘get’ marketing?

Think about it. Developers spend so much time perfecting the product, that they don’t really understand the other side of the picture - making it work for the customers! Maybe, if they understood marketing, they wouldn’t be so jumpy around marketers!

Of course, given the grudges they bear against marketers, waving a ‘Marketing 101’ at a developer might seem as dangerous as waving a red cloth at a raging bull! Then again, it could just as well act as a white flag for a truce between the sworn enemies!

Come to think about it, learning the ropes of marketing could have a lot of benefits for a developer!

• For one, it’s not rocket science! Fundamentally, it’s just about finding out what people need, get their attention cost-effectively, communicate what your product does, and choose the appropriate price!

• It could help your career a great deal - People with an in-depth understanding of software and marketing skills are scarce. Being one of them can be an incredible plus on your CV!

• You could find common ground with marketers - you’d understand their point of view better, and also convey your own ideas with more conviction!

• It’s interesting - and needs number crunching! Your analytical skills will come in handy, and you get to learn something new.

• Let’s face it - every field has a point of saturation. You may become the very best in your field - what then? Learning marketing skills can bring forth a whole new set of opportunities!

• Finally, what if you decided to branch out and set up your own business? Marketing skills could be a lifesaver, in the initial years, when you’d have to depend on your own wits to survive and grow your business!

However, a developer’s life is already swamped with enough work - there’s always a last minute feature to add, or technical glitches with the prototype, or some other pressing need! And now we tell you, you’ve got to learn marketing as well!

Leave it to us… We’ve got this!

Through our journey of getting the product right, ensuring it’s the right fit for the market, scaling the product, and making it profitable - we’ve come across a lot of stuff like blog posts, videos, interviews, essays, podcasts, etc. that could help developers get all the marketing education they’d ever need!

To make it simpler, we’ve collated a list that developers can access, bookmark and internalize, whenever they have some time on their hands!

Here’s the laundry list of resources developers can use to crack the marketing puzzle!

1. User Research

2. Market Research

3. Content Marketing

4. SEM

5. Influencer Marketing

6. Marketing For Product Hunt Launch

7. Social Media Marketing

8. Email Marketing

9. Psychology In Marketing

10. Minimum Viable Launch

11. App Store Optimization

12. Outbound Marketing

13. Retargeting

14. Influencers To Follow

User Research

User research essentially puts people at the center of your design process and all your products. It helps you create designs that are truly relevant to the users, are easier to use, and to understand the return on investment (ROI) of your user experience (UX) design.

1. Complete Beginner’s Guide To UX Research - UX Booth

2. How To Create A Concrete Buyer Persona - Mary Fernandez, a professional blogger

3. How To Create Customer Profiles To Reach Your Target Audience - Greg Ciotti, Lead Content Marketing Manager, Help Scout

4. How To Create A Persona - John Lincoln

5. What Is Customer Discovery - Steve Blank

Podcasts

1. I Have An Idea, Now What? - Sarah Doody

2. Dollars To Donuts - Steve Portigal

Books

1. Observing the User Experience, Second Edition: A Practitioner’s Guide to User Research - Elizabeth Goodman

2. Quantifying the User Experience: Practical Statistics for User Research - Jeff Sauro

3. Interviewing Users: How to Uncover Compelling Insights - Steve Portigal

Market Research

Market research relates to seeking answers to the questions about the proposed, anticipated or projected market. Whether you want to enter the market with a new product, increase the market base of an existing product, or give a unique offering to your customers, you need market research.

1. Business Guide To Market Research - Andreas Riviera

2. How To Do Market Research - Debbie Farese

3. Market Research For Your App Idea - Reinder de Vries, professional iOS developer

4. Seven Great Podcasts For Market Researchers - Plotto

5. 10 Market Research Tools You Should Be Using - Justin Ethington

Podcasts

1. Audible Insights With Paul Kirch - Insights Association

2. Data Gurus Podcast - Data Gurus

3. Answers In Action - American Marketing Association

Books

1. Statistical Rethinking: A Bayesian Course - Richard McElreath

2. Weapons of Math Destruction - Cathy O’Neil

Content Marketing

Content marketing is an approach focused on creating, and distributing, valuable, relevant and consistent content to attract and retain a clearly defined audience. Instead of pitching products and services, you provide useful content to your prospects and customers, to help them solve their issues.

It’s important for your content to stand out, provide unique value, build a dedicated readers’ community, and convert those into leads!

1. A Simple Content Marketing Playbook For Software Developers And Creators - John Saddington

2. 5 Content Marketing Tips For Developers - Kyle McKinnon, Digital Marketing Consultant & Tech Enthusiast

3. The 8 Main Different Types Of Content And How To Use Them - Hootsuite

4. The Complete Online Guide To Content Marketing Success - i-scoop

5. How To Retarget People Who Click On Curated Content - social media examiner

6. The Complete Guide To Blog SEO - Ryan Stewart

7. How To Rank Your Blog Content On Google - Marko Saric

Podcasts

1. Smart Passive Income - Pat Flynn

2. Mark Schaefer - Mark Schaefer and Tom Webster

Books

1. Building A Story Brand - Donald Miller

2. Hit Makers - Derek Thomson

3. Everybody Writes - Ann Handley

SEM

SEM, or Search Engine Marketing, involves marketing a product or business using paid advertisements that appear on search engine result pages (or SERPs).

These ads, often known by the term pay-per-click ads, come in a variety of formats. Some are small, text-based ads, whereas others, such as product listing ads (PLAs, also known as Shopping ads) are more visual, product-based advertisements that allow consumers to see important information at-a-glance, such as price and reviews.

1. Five SEM Hacks For Developers - Ted Carstensen

2. SEO vs SEM: Lead Generation For Web Designers & Developers - Dat To

3. How To Use Video To Improve Your Paid Search Campaigns - SproutVideo

Podcasts

1. MozPod - Moz

2. Calls With Chris Smith - Curaytor

3. Search Engine Nerds - Search Engine Journal

Books

1. Winning Results With Google Adwords - Andrew Goodman

2. The Art Of SEO - Eric Enge, Stephen Spencer, Jessie Stricchiola

Influencer Marketing

An influencer is a social media user that can have anywhere from several hundred to several million followers. They drive conversation and engagement around a particular topic, discussion or niche area.

Influencer marketing is marketing that uses key content creators to drive authentic conversation and engagement around a brand’s products and message.

1. What Is Influencer Marketing And Why It Matters - Greg Swan

2. 10 Influencer Marketing Strategies You Need To Know - Frederic Gonzalo

3. Influencer Marketing For Developers - devrel.net

4. Influencer Marketing - Bethany Johnson

5. The Exact Email Scripts I Use To Connect With The VIPs - Alex Turnbull, Founder Of Groove

6. How To Find Influencers On Twitter - 123 Reg

7. How We Got 1000+ Subscribers From A Single Blog Post In 24 Hours - Alex Turnbull, Founder Of Groove

Podcasts

1. The Influencer Podcast - Julie Solomon

2. Julius: Influencer Marketing Unleashed - Julius Works

Books

1. Pre-Suasion - Robert Cialdini

2. Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing - Danny Brown

Marketing For Product Hunt Launch

Product Hunt (PH) is a place to discover, share, and talk about new products in tech. Submitting your product there is a good way to gain visibility.

After submission, the product will participate in the daily race. The race starts PST 00:00 and finishes PST 23:59. You have to get as many upvotes and comments as you can by the end of the day! The most successful products appear on the Homepage and can get a lot of honest feedback, downloads, users and PR buzz.

1. How To Launch On Product Hunt - Product Hunt

2. Product Hunt 101 - Robleh Jama

3. Master Checklist For Launching On Product Hunt - SpreadShare

4. Is Product Hunt Useful For Developer Tools? - Flawless

Podcasts

1. Product Hunt Radio - Product Hunt

Social Media Marketing

Social Media Marketing is the process of gaining attention or traffic from social media sites.

1. 7 Steps In Creating A Winning Social Media Marketing Strategy - Alex York

2. How To Create A Social Media Marketing Plan - Hootsuite

3. How To Choose Your Channels And Create Your Strategy - Digital Marketing Institute

4. 7 Step Facebook Marketing Strategy - Alex York

5. Standout Social Media Marketing Examples - Dominique Jackson

6. The Difference Between Facebook, Twitter, Linkedin, Google+, Youtube & Pinterest - Karisa Egan

7. Social Media Marketing Made Simple - Neil Patel

Podcasts

1. Social Media Examiner - Michael Stelzner

2. Social Media Lab - Agorapulse

3. Social Pros - Jay Baer, Adam Brown

Books

1. Don’t Make Me Think Revisited - Steve Krug

2. Digital Marketing For Dummies - Ryan Deiss and Russ Hennesberry

Email Marketing

Email marketing is the use of emails, not just to promote products and services, but also to develop relationships with potential customers and clients.

1. What Is Email Marketing? - The Balance

2. How To Run A Successful Email Marketing Campaign - optinmonster

3. 10 Best Email Marketing Software And Automation Tools - Venture Harbour

4. 13 Types Of Emails You Need To Be Sending Your Email List - optinmonster

Podcasts

1. Rainmaker.FM - Sonia Simone

2. LiveIntent - LiveIntent

3. Email Design - Litmus

Books

1. Email Persuasion - Ian Brodie

2. Email Marketing Rules - Chad White and Jay Baer

3. Email Marketing Excellence - Kevin Hillstrom

Psychology In Marketing

Many successful marketers employ psychology in appealing to customers.

1. The Intersection Of Psychology And Marketing - Entrepreneur

2. How Brands Can Use Psychology To Improve Marketing Techniques - Adweek

3. 11 Ways You Can Use Psychology In Your Marketing - Smart Insights

4. Emotional Marketing - Nick Kolenda

5. Scarcity In UX - David Teodorescu, Senior Product Designer @ Fitbit

6. 18 Ways To Use Social Proof To Boost Your Results - Alfred Lua, Buffer

Podcasts

1. The Web Psychologist - Nathalie Nahai

2. 3 Questions That Determine A Customer’s Buying Behaviour - Rebecca Costa

3. How To Leverage Consumer Psychology - Michael Fishman

Books

1. The Ten Principles Behind Great Customer Experiences - Matt Watkinson

2. What Customers Crave - Nicholas Webb

3. Non-Obvious 2018 Edition - Rohit Bhargava

Minimum Viable Launch

A Minimum Viable Product is a product with just enough features to satisfy early customers and provide feedback for future product development.

1. How To Market Your Startup’s MVP - Britt Armour, Director of Marketing, Kibii

2. The Minimum Viable Marketing Strategy- Jesse Williams

Podcasts

1. How To Find Out Fast If Your Idea Is Legit - TheStartupChat

Books

1. 21 Tips For Getting A MVP - Paul Vii

App Store Optimization

App Store Optimization, or ASO, is the process of optimizing mobile apps to rank higher in an app store’s search results.

The higher your app ranks in an app store’s search results, the more visible it is to potential customers. That increased visibility might eventually translate into more traffic to your app’s page in the app store, so searchers can download the app.

1. App Store Optimization - A Crucial Piece Of The Mobile App Marketing Puzzle - Neil Patel

2. 24 Rank Improving ASO Tips - Appster

3. App Store Optimization Tips & Checklist - Marcus Kay

Podcasts

1. App Store Optimization Podcast - Gabriel

2. Hacking Mobile Growth With ASO - Chino Lex

Books

1. App Store Optimization Bible - Gabriel Machuret

Outbound Marketing

Outbound marketing, also referred to as interruption marketing, involves getting your marketing message to the largest number of people possible through advertising, cold calling, direct mail and other aggressive techniques that interrupt people in their daily lives.

1. 6 Ways To Attract More Customers Through Outbound Marketing - Thomas Smale

2. Outbound Marketing 2.0 - Neil Patel

3. Creating An Effective Outbound Marketing Plan - Peter Caddick

Podcasts

1. Amy Porterfield - Amy Porterfield

2. Gary Vaynerchuk - Gary Vaynerchuk

3. Marketing Over Coffee - John Wall and Christopher Penn

4. MarketingProfs - Kerry O’Shea Gorgone

5. Marketing School - Neil Patel

Books

1. Marketing: A Love Story - Bernadette Jiwa

2. The New Rules Of Marketing & PR - David Meerman Scott

3. Traction: Get A Grip On Your Business - Gino Wickman

Retargeting

Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit.

Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.

1. What Is Retargeting? - AdRoll

2. How To Make The Most Of Your Retargeting - AdEspresso

3. How To Retarget On Facebook And Instagram With Dynamic Product Ads - Social Media Examiner

4. Video Retargeting - Criteo

5. 3 Examples Of Effective Retargeting- Neil Patel

Podcasts

1. Retargeting 2.0 - Allen Abbott

2. Why Aren’t You Using Remarketing Yet? - Sean Dolan

Books

1. The Retargeting Playbook - Adam Berke, Gregory Fulton

Influencers To Follow!

Following these 12 influencers is important, especially if you are new to social media marketing!

1. James Carbary https://twitter.com/jamescarbary

2. Casey Neistat https://twitter.com/Casey/

3. Jeff Bullas https://twitter.com/jeffbullas

4. Darren Rowse https://twitter.com/problogger

5. Mari Smith https://twitter.com/MariSmith

6. Brittany Berger https://twitter.com/thatbberg

7. Michael Stelzner https://twitter.com/mike_stelzner

8. Brian Kelley https://thepointsguy.com/

9. Ashley Faulkes https://twitter.com/madlemmingz

10. Donna Moritz https://twitter.com/sociallysorted

11. Jasmine Star https://twitter.com/jasminestar

12. Larry Kim https://twitter.com/larrykim

That’s about it. If you believe there’s a lot yet to be added to this list, let us know! There’s always room for improvement.

Here’s to a potential truce between developers and marketers!