Software developers are notorious for rejecting marketing in almost any form. Their sniff test for inauthenticity rivals that of world-class sommeliers. But a few brands crack the code, turning skeptics into fans. How Auth0—a software company that was recently acquired by Okta—did it is a lesson for any marketer looking to build community among super-savvy end users.
The process starts with hiring your target. “Around one-third of our marketing team members are developers,” said Kerry Ok, Auth0’s senior VP of marketing. “They hold us to really high standards.”
Auth0 used tutorials, brand ambassadors and a sense of humor to reach super-savvy end users
Read the full Q&A on Ad Age: How a Software Company Built Trust in the Developer Community
Listen to the Episode: Auth0 Marketing VP on Developing Developer Love