Why Marketers Should Be Targeting Developers

Developers are becoming more and more influential within the business hierarchy

Right now, there are approximately 21 million developers in the world…By 2020, there will be 25 million. Software engineering is one of the fastest-growing professions worldwide. According to the Bureau of Labor Statistics, the job market for software development will grow by 17% from 2014 to 2024 – that’s much faster than the overall average job growth rate of 7%.

Reasons for Growth

More and more aspects of our lives depend on software. From the software on your laptop to the software running the electrical grid, code underlies nearly everything. Thus, demand for those who can develop, design, and implement software has increased. Good code has become the basis for good business, and companies are now competing for the best coding talent.

And of course, marketers are taking notice of developers as well.

The Developer Within the Organization

The average developer sits below the decision-making level in the corporate hierarchy; however, that doesn’t mean that they have no say when it comes to company purchasing decisions. Since software is key to a business’s success, developers often exert significant influence within their organization. They are also the ones who will implement a solution, so their buy-in is critical.

Marketers often talk about targeting “decision makers,” but often look over the “decision breakers,” a group into which developers fall squarely. In most enterprises where decisions are made by groups of people, it only takes one voice of dissent to torpedo a deal.

The Developer Within the Organization

The Developer Within the Organization: While developers sit below the decision-making level, they exert significant influence over software buying decisions.

What Does This Mean for Marketers? 

Developers are a large, growing, and influential market – of course you’d want to tap into their buying power! Reaching this market, however, presents a unique challenge. By nature, developers are skeptical of sales tactics, distrustful of advertisements, and consistently pressed for time. They’re also highly-educated problem solvers who see right through empty promises and marketing jargon.

For some tried-and-true tactics for harnessing the influence of developers, download our Marketing to Developers ebook.