The Life-Long Customer

The Other Approach; When Your Target Audience Does Not Respond to Traditional Marketing - with Matthew Geise, VP of Marketing, Liquibase

December 10, 2021 Revenue Rhino Season 1 Episode 115
The Life-Long Customer
The Other Approach; When Your Target Audience Does Not Respond to Traditional Marketing - with Matthew Geise, VP of Marketing, Liquibase
Show Notes

"The challenge with developers is everybody wants to market to them, but they have no interest in being marketed to. It does come off as a challenge for folks because a typical marketer wants to tell you why their product is so great and all the great things it's going to do for you.

From a developer's standpoint, they really want to see it. It’s a ”Don't tell me, show me. Let me get my hands on it. Let me try it out and show me how to do it.”

It takes a lot of what we refer to at Liquibase as outside-in thinking, instead of inside-out. We could sit and say, “Here's what we want people to know.” The reality is you have to sit and do the outside-in and say, “What do they want to know? What do you need to show them that they're interested in?”

The effort there really is around educating. It's around helping them achieve the goals that they have, helping them, you know, making it, so that it's easier for them that things are streamlined, that they can find the documentation that they have, and have a community that they can lean on. As we go through and look at our product definition, look at all of the things that we're doing.

The biggest focus that we have is just making everything easier, making it super simple for people to come in, get going, find the value while they're actually using the product as opposed to trying to go out and really sell it to them."

-  Matthew Geise, VP of Marketing, Liquibase