[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"sanity-L8XFaDy4Rmzijm3EfvvjwHcLnnUoUPCkmPGtEibwp68":3},{"data":4,"sourceMap":-1},{"meta":5,"resource":9},{"sidebarCta":6},{"body":7,"title":8},"Subscribe to receive content covering advertising and employer branding tips and best practices.","Stay updated",{"_createdAt":10,"_id":11,"_rev":12,"_type":13,"_updatedAt":14,"body":15,"category":104,"chapters":107,"image":954,"preface":957,"product":958,"publishedAt":991,"resourceType":992,"slug":996,"subcategory":998,"title":1000,"visible":1001},"2024-03-27T15:07:11Z","16479f51-0921-4d8d-af11-0477e7e15425","LIB4H7UiOBRX1pcyrOTIz8","resource","2025-04-25T17:24:52Z",[16,39,47,55,62,70,80,88,96],{"_key":17,"_type":18,"children":19,"markDefs":34,"style":38},"70b4b52068e0","block",[20,25,30],{"_key":21,"_type":22,"marks":23,"text":24},"86d16e0935fa0","span",[],"B2B Tech marketers face a number of challenges in their daily work lives. 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",[35],{"_key":28,"_type":36,"href":37},"link","https://www.marketingcharts.com/customer-centric/lead-generation-and-management-106075","normal",{"_key":40,"_type":18,"children":41,"markDefs":46,"style":38},"68bea1b483e3",[42],{"_key":43,"_type":22,"marks":44,"text":45},"ceefe002b24d",[],"",[],{"_key":48,"_type":18,"children":49,"markDefs":54,"style":38},"e3f74a6397ac",[50],{"_key":51,"_type":22,"marks":52,"text":53},"99bf2f08d574",[],"But, when you discover your new product or service is a great fit for the developer and technical community, you find yourself faced with a new challenge. How the heck are you supposed to market to an audience that isn’t particularly fond of...marketing? ",[],{"_key":56,"_type":18,"children":57,"markDefs":61,"style":38},"51d19f2c98fd",[58],{"_key":59,"_type":22,"marks":60,"text":45},"52a8ab50348a",[],[],{"_key":63,"_type":18,"children":64,"markDefs":69,"style":38},"6675325df93a",[65],{"_key":66,"_type":22,"marks":67,"text":68},"537f3ea5501f",[],"Not to worry. We’ve included everything you need to start advertising to the developer and technical community in this guide. In it, we’ll discuss: ",[],{"_key":71,"_type":18,"children":72,"level":77,"listItem":78,"markDefs":79,"style":38},"f97e8f05df57",[73],{"_key":74,"_type":22,"marks":75,"text":76},"c427e8b46613",[],"Why developers are important in the B2B tech buying process ",1,"bullet",[],{"_key":81,"_type":18,"children":82,"level":77,"listItem":78,"markDefs":87,"style":38},"2c35a735e635",[83],{"_key":84,"_type":22,"marks":85,"text":86},"86c5f496067d",[],"How to set expectations for your advertising campaigns ",[],{"_key":89,"_type":18,"children":90,"level":77,"listItem":78,"markDefs":95,"style":38},"63c74d67fa17",[91],{"_key":92,"_type":22,"marks":93,"text":94},"3a4bdc969fdd",[],"Best practices for creating ads and landing pages that resonate",[],{"_key":97,"_type":18,"children":98,"level":77,"listItem":78,"markDefs":103,"style":38},"8d163b055bd4",[99],{"_key":100,"_type":22,"marks":101,"text":102},"e5fa3b78b589",[],"Where and how to reach the developer and technical community",[],{"_ref":105,"_type":106},"718afd1d-6be3-4868-a82c-a072618a5fcb","reference",[108,186,273,701],{"_key":109,"_type":110,"body":111,"sidebarCta":181,"slug":182,"title":185},"234da6ac378e","chapter",[112,120,127,135,142,161,166,173],{"_key":113,"_type":18,"children":114,"markDefs":119,"style":38},"2e62da9c53fd",[115],{"_key":116,"_type":22,"marks":117,"text":118},"b6e2211b410e0",[],"Developers and technologists may be a challenging and unique audience for advertisers to reach. But before we address that, let’s review why they’re an important persona to make sure you include in your marketing strategy. ",[],{"_key":121,"_type":18,"children":122,"markDefs":126,"style":38},"4d58ea6ead55",[123],{"_key":124,"_type":22,"marks":125,"text":45},"d591dc91d7a0",[],[],{"_key":128,"_type":18,"children":129,"markDefs":134,"style":38},"3657f7773621",[130],{"_key":131,"_type":22,"marks":132,"text":133},"61f5e88a9412",[],"It used to be that executives and managers in corporate IT departments told developers what tools and technologies they could use. As companies have accelerated their digital transformation and moved to the cloud, the role of the developer has evolved too. They now find themselves with more control over the tools and technologies they choose to use every day, as well as having a strong influence over the tools being deployed across the organization.",[],{"_key":136,"_type":18,"children":137,"markDefs":141,"style":38},"eb315662709c",[138],{"_key":139,"_type":22,"marks":140,"text":45},"46babbb78a06",[],[],{"_key":143,"_type":18,"children":144,"markDefs":158,"style":38},"fd529190fa89",[145,149,154],{"_key":146,"_type":22,"marks":147,"text":148},"6c1a029a196d0",[],"Unsurprisingly, ",{"_key":150,"_type":22,"marks":151,"text":153},"5b11af85d7dd",[152],"a0173f5f3fbf","senior-level positions have the greatest amount of influence",{"_key":155,"_type":22,"marks":156,"text":157},"e08b1affb70a",[]," when purchasing new technologies. But with the exception of students, at least 62% of all developer types have at least some influence on purchasing.",[159],{"_key":152,"_type":36,"href":160},"https://survey.stackoverflow.co/2024/work/#4-influence-on-technology-purchases",{"_key":162,"_type":163,"asset":164,"source":160},"2856d884876d","image",{"_ref":165,"_type":106},"image-3a2686cb86401883696f471f11db05f1f0dc9a3b-2400x930-png",{"_key":167,"_type":18,"children":168,"markDefs":172,"style":38},"b95aeeb86d28",[169],{"_key":170,"_type":22,"marks":171,"text":45},"b24364eaacf5",[],[],{"_key":174,"_type":18,"children":175,"markDefs":180,"style":38},"cf657614d656",[176],{"_key":177,"_type":22,"marks":178,"text":179},"c7cb8892c1970",[],"While it may be hard to break through to this audience, it’s important to make them advocates of your brand and products. If you don’t, and only focus your marketing efforts on traditional IT decision makers, you could be missing out on significant sales opportunities.",[],[],{"_type":183,"current":184},"slug","why-developers-are-important","Why developers are important in the B2B tech buying process",{"_key":187,"_type":110,"body":188,"sidebarCta":269,"slug":270,"title":272},"8806b2a4c007",[189,197,204,212,219,227,234,242,249,257,264],{"_key":190,"_type":18,"children":191,"markDefs":196,"style":38},"00b75f8d8b3a",[192],{"_key":193,"_type":22,"marks":194,"text":195},"00f89fb5f1550",[],"Now that you have a better understanding of the role of the developer in the buying process, let’s get back to strategizing your advertising campaign. ",[],{"_key":198,"_type":18,"children":199,"markDefs":203,"style":38},"5542d955d7a6",[200],{"_key":201,"_type":22,"marks":202,"text":45},"577c75520b61",[],[],{"_key":205,"_type":18,"children":206,"markDefs":211,"style":38},"aa3070d5cf9a",[207],{"_key":208,"_type":22,"marks":209,"text":210},"f7b7d6ad48d1",[],"As with any campaign, you’ll want to define success metrics. You may look at industry benchmarks for general B2B campaigns, or even your own historical data to try to forecast engagement and conversions. While you’re not wrong in doing that, you won’t be comparing apples to apples for campaigns targeting developers.",[],{"_key":213,"_type":18,"children":214,"markDefs":218,"style":38},"31d5376e564c",[215],{"_key":216,"_type":22,"marks":217,"text":45},"fcf160eb8b41",[],[],{"_key":220,"_type":18,"children":221,"markDefs":226,"style":38},"e848a8cc8b84",[222],{"_key":223,"_type":22,"marks":224,"text":225},"9cf48bcf30de0",[],"Here’s why. Developers are naturally skeptical of advertising. They typically won’t respond in the same way even your traditional IT decision makers will. They’re researchers. When they see an ad that’s interesting to them (we’ll talk about that in the next section), most typically won’t click. Instead, they’ll finish the task in front of them and visit your website on their own.",[],{"_key":228,"_type":18,"children":229,"markDefs":233,"style":38},"ecd6e6f17015",[230],{"_key":231,"_type":22,"marks":232,"text":45},"e4f034bbd432",[],[],{"_key":235,"_type":18,"children":236,"markDefs":241,"style":38},"75febe2d96a9",[237],{"_key":238,"_type":22,"marks":239,"text":240},"ed24df34d53a0",[],"Keep this in mind when planning for and setting expectations around the performance of your advertising campaigns. You may not see the highest click through rates, but measure and understand what happens after a developer views your ad.",[],{"_key":243,"_type":18,"children":244,"markDefs":248,"style":38},"5196534ffb4d",[245],{"_key":246,"_type":22,"marks":247,"text":45},"bb779f8570a7",[],[],{"_key":250,"_type":18,"children":251,"markDefs":256,"style":38},"36dff68141fc",[252],{"_key":253,"_type":22,"marks":254,"text":255},"51456dd0d2340",[],"Here at Stack Overflow, aggregated campaign performance analysis indicates that the majority of conversions coming from campaigns that run on our site happen not after a click, but after an impression, in a 30 day window.",[],{"_key":258,"_type":18,"children":259,"markDefs":263,"style":38},"3fc39b736a65",[260],{"_key":261,"_type":22,"marks":262,"text":45},"c31460014581",[],[],{"_key":265,"_type":266,"citation":267,"copy":268},"4675e6ec4f82","quote"," Stack Overflow Internal Metrics","Seeing an ad on Stack Overflow influences developers to search out more information on their own. On average, 83% of conversions from advertising on Stack Overflow happen without a click.",[],{"_type":183,"current":271},"set-expectations-for-your-campaigns","Set proper expectations for your advertising campaigns",{"_key":274,"_type":110,"body":275,"sidebarCta":698,"slug":699,"title":94},"e110ba1b043f",[276,284,291,300,308,317,325,333,340,348,356,364,371,379,387,395,402,410,418,425,433,441,449,456,463,470,478,486,493,500,508,515,523,531,538,546,554,561,569,577,584,592,600,607,615,622,629,637,645,652,684,691],{"_key":277,"_type":18,"children":278,"markDefs":283,"style":38},"2c26ade5bcb9",[279],{"_key":280,"_type":22,"marks":281,"text":282},"129f668213280",[],"If you’re not careful in your approach to ad creative and landing pages (or website), you’ll likely be disappointed in the outcomes of your developer marketing campaigns. So what are the subtle differences between compelling developer marketing and tactics that fall flat? How is the creative approach for developers really different than any other B2B audience? What do you need to do to grab a programmer’s attention? ",[],{"_key":285,"_type":18,"children":286,"markDefs":290,"style":38},"e3e8648c36fc",[287],{"_key":288,"_type":22,"marks":289,"text":45},"0993401551ef",[],[],{"_key":292,"_type":18,"children":293,"markDefs":298,"style":299},"a4d26ca2ba89",[294],{"_key":295,"_type":22,"marks":296,"text":297},"7161fa0a6901",[],"Tips for creating display ads for developers ",[],"h3",{"_key":301,"_type":18,"children":302,"markDefs":307,"style":38},"2d97e2c14c16",[303],{"_key":304,"_type":22,"marks":305,"text":306},"522ba214a728",[],"The good news is that you don’t need to do anything too drastic. Developers want you to be honest with them and prefer simple ads that convey value. Follow these tips to get started:\n\n",[],{"_key":309,"_type":18,"children":310,"markDefs":316,"style":38},"0cdb860e570e",[311],{"_key":312,"_type":22,"marks":313,"text":315},"59814f007e87",[314],"strong","1. Speak in their language",[],{"_key":318,"_type":18,"children":319,"markDefs":324,"style":38},"6531ff87ea88",[320],{"_key":321,"_type":22,"marks":322,"text":323},"97a16ca530290",[],"Whatever you do, do not use buzzwords or marketing fluff. In many cases, just calling out the specific technology that you’re targeting is incredibly powerful. ",[],{"_key":326,"_type":18,"children":327,"markDefs":332,"style":38},"4e8f0e5e15bc",[328],{"_key":329,"_type":22,"marks":330,"text":331},"dab28bfc8e74",[],"For example, if you’re marketing an iOS platform that’s geared towards programmers of all ages, mention the phrases “iOS” and “all skill levels” directly in your copy. When there’s a correlation between ad copy and your target audience, you can expect much stronger campaign performance.",[],{"_key":334,"_type":18,"children":335,"markDefs":339,"style":38},"9f7b6c6799b0",[336],{"_key":337,"_type":22,"marks":338,"text":45},"7b04108320b4",[],[],{"_key":341,"_type":18,"children":342,"markDefs":347,"style":38},"109a477fae14",[343],{"_key":344,"_type":22,"marks":345,"text":346},"acc2fafe4ce7",[314],"2. Be honest and straightforward",[],{"_key":349,"_type":18,"children":350,"markDefs":355,"style":38},"74c873ef92b8",[351],{"_key":352,"_type":22,"marks":353,"text":354},"db306e9f13be0",[],"Developers often feel misled by dishonest advertising campaigns. In some cases, advertisers promise much more value upfront than their platform actually provides. ",[],{"_key":357,"_type":18,"children":358,"markDefs":363,"style":38},"c86f6d61210f",[359],{"_key":360,"_type":22,"marks":361,"text":362},"949a895a7976",[],"In others, they can’t find a thorough breakdown of a product’s features before signing up for a product trial. To get their attention, be as sincere as possible in your ad copy—and outline all of the facts on your landing page.",[],{"_key":365,"_type":18,"children":366,"markDefs":370,"style":38},"af239215742e",[367],{"_key":368,"_type":22,"marks":369,"text":45},"b106180ea719",[],[],{"_key":372,"_type":18,"children":373,"markDefs":378,"style":38},"72dc319502e5",[374],{"_key":375,"_type":22,"marks":376,"text":377},"2c614ebc3600",[314],"3. Include clear and focused calls-to-action",[],{"_key":380,"_type":18,"children":381,"markDefs":386,"style":38},"03634a1cb8ce",[382],{"_key":383,"_type":22,"marks":384,"text":385},"51f816e3ab460",[],"Developers are drawn to ads that have a purpose beyond selling or generating signups. When developers look at online advertisements, they want to know exactly where it will take them, what they’ll learn, and what’s in it for them before they click. ",[],{"_key":388,"_type":18,"children":389,"markDefs":394,"style":38},"75df0a0a157e",[390],{"_key":391,"_type":22,"marks":392,"text":393},"ba795a20447a",[],"Use this formula to get started: Relevant question + short sentence about your platform + Try Now.",[],{"_key":396,"_type":18,"children":397,"markDefs":401,"style":38},"6f22645be565",[398],{"_key":399,"_type":22,"marks":400,"text":45},"bac9af69a104",[],[],{"_key":403,"_type":18,"children":404,"markDefs":409,"style":38},"21bb1d1998e2",[405],{"_key":406,"_type":22,"marks":407,"text":408},"a59c668471d0",[314],"4. 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",[],{"_key":442,"_type":18,"children":443,"markDefs":448,"style":38},"c0a897f927ea",[444],{"_key":445,"_type":22,"marks":446,"text":447},"c0e03f7be6b4",[],"Developers consume information online much faster than the average user, so you need to ensure that your ads grab their attention when they appear on their screens.",[],{"_key":450,"_type":18,"children":451,"markDefs":455,"style":38},"e5a8db880c61",[452],{"_key":453,"_type":22,"marks":454,"text":45},"5c342889741a",[],[],{"_key":457,"_type":18,"children":458,"markDefs":462,"style":38},"a76e3ba30d5c",[459],{"_key":460,"_type":22,"marks":461,"text":45},"ea007f13e31c",[],[],{"_key":464,"_type":18,"children":465,"markDefs":469,"style":38},"d6180dc606b9",[466],{"_key":467,"_type":22,"marks":468,"text":45},"dd108ccb5839",[],[],{"_key":471,"_type":18,"children":472,"markDefs":477,"style":299},"35dc94c1fdf1",[473],{"_key":474,"_type":22,"marks":475,"text":476},"ae56c7973fc30",[],"Increase conversions with effective landing pages",[],{"_key":479,"_type":18,"children":480,"markDefs":485,"style":38},"7ba63ece8647",[481],{"_key":482,"_type":22,"marks":483,"text":484},"525c7bed573a0",[],"The same principles apply to your landing pages and website. Developers typically end up on a landing page when they’re searching for a solution to a problem. Make it easy for them to find and access the information they need in that moment.",[],{"_key":487,"_type":18,"children":488,"markDefs":492,"style":38},"615ebd707f05",[489],{"_key":490,"_type":22,"marks":491,"text":45},"ef4595149c31",[],[],{"_key":494,"_type":18,"children":495,"markDefs":499,"style":38},"659372e05ce7",[496],{"_key":497,"_type":22,"marks":498,"text":315},"5a7b8ad31409",[314],[],{"_key":501,"_type":18,"children":502,"markDefs":507,"style":38},"72fd741048c2",[503],{"_key":504,"_type":22,"marks":505,"text":506},"54666dc4065b0",[],"Ensure the design and messaging used on your landing page matches your banner ad creative. This helps build developer trust that you are selling legitimate products.",[],{"_key":509,"_type":18,"children":510,"markDefs":514,"style":38},"cd6c5df5e592",[511],{"_key":512,"_type":22,"marks":513,"text":45},"07dd7ce210b7",[],[],{"_key":516,"_type":18,"children":517,"markDefs":522,"style":38},"a7886f9c1b50",[518],{"_key":519,"_type":22,"marks":520,"text":521},"c443cf5ae243",[314],"2. Clarity win",[],{"_key":524,"_type":18,"children":525,"markDefs":530,"style":38},"ca15f45acbac",[526],{"_key":527,"_type":22,"marks":528,"text":529},"f07fb9c95b100",[],"Include a clear headline and description at the top of the landing page. Don’t make a user search for useful information - give it to them straight away.",[],{"_key":532,"_type":18,"children":533,"markDefs":537,"style":38},"680cde4c98ed",[534],{"_key":535,"_type":22,"marks":536,"text":45},"2c1961bf2e01",[],[],{"_key":539,"_type":18,"children":540,"markDefs":545,"style":38},"48235ca1c76c",[541],{"_key":542,"_type":22,"marks":543,"text":544},"e1db39458d61",[314],"3. 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