Why developers should play a big role in your next marketing campaign

Think about your last marketing campaign. You likely spent most of your time catering it to decision-makers: the ones with the budget and those who make the final call on whether to select your product or not. But, did you think about the people who actually use the tools?As the primary users of new products, you’d think developers would have a say into which tools their organizations purchase. However, more often than not, marketers target just the purchaser — the C-Suite, project managers or lead engineers — and don’t take developers’ thoughts into consideration. And without considering developer buy-in, marketers face risks like negative product reviews or developers simply refusing to use certain products, leading to an insecure sale and potential brand damage in the long-run. Especially in our subscription-based world, adoption can be equally as important as the initial purchase, as organizations can choose to simply stop paying the bill at any time