👨💻Lokalise Developer Hub
It’s a one-stop shop for developer tools and resources to help you automate and customize localization workflows and build apps/integrations faster. 🚀
Introduction
As a Senior Product Marketing Manager, I spearheaded the creation and successful launch of the Lokalise Developer Hub, an all-inclusive platform for developer tools and resources aimed at automating and customizing localization workflows. This was achieved through in-depth market analysis, strategic product positioning, and technical Marketing tactics.
Problem
The pre-existing scattered API documentation, tutorials on blog posts, and product information on Intercom articles caused confusion and slowed the adoption process for developers wanting to utilize Lokalise's features. Our challenge was to drive awareness and adoption of developer tools through strategic go-to-market planning, compelling positioning, engaging demos, and active community participation.
Outcome
The launch of the Lokalise Developer Hub led to an increase in API calls from the hub, elevated web traffic, and improved the developer experience by offering a centralized location for all necessary materials. This consolidation not only quickened the evaluation process for prospective developers but also significantly increased customer satisfaction and adoption.
Tactics
I used a blend of technical product marketing strategies to communicate complex product features in an understandable manner to a highly technical audience. I developed a deep understanding of our product and its market, synthesizing technical information and conveying it effectively to drive adoption. Collaboration with cross-functional teams, including product, marketing, partnership, and sales, was key to our successful outcomes.
Market Research
The initial market analysis included a benchmark report comparing developer portals from Stripe, Twilio, and Slack. This critical step was accompanied by thorough research on developer hub platforms to decide on a 'build vs. buy' approach.
Sales Enablement
To ensure the wider team was equipped to promote the Developer Hub, I led sales and customer success training sessions, providing sales decks to explain concepts, and created demo sandboxes and getting-started guides.
Tactics for Adoption
To further boost adoption, I utilized various tactics such as creating demo videos, conducting user testing with developers and early adopters, and improving developer examples based on feedback. Demo example projects were created to facilitate faster adoption.
Testimonials
What feedback did customer developers provide about the Lokalise Developer Hub?
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