Developer Marketing Agencies

Delivered June 12th, 2019. Contributors: VIVEK K., Supriya M., Jelena R. and

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Developer Marketing Agencies - Market Size

After a thorough search through multiple resources and credible databases, we could not provide direct information regarding the global market size and projected growth for marketing agencies who market to developers or marketing activities directed towards developers. Below are the research strategies utilized and helpful findings we were able to retrieve. 
Helpful findings The Evans data corporation published a report on developer marketing survey. This report provided insights concerning software developers' attitudes regarding the marketing tools and programs used to promote and sell products to developers.
A report revealed that B2D marketing is a special and rare breed in the market and a few businesses are benefiting from the marketing sector. 
Examples of the best practices for marketing to developers include the provision of "sell-in support" material, the use of testimonials from the developer community, market content such as developmental guides, and so on. 
 Developer Media is an advertisement company based in Canada. This company focused on web development, software development, and developer marketing.
 Hoppy is a developer marketing company based in England. This company offers marketing activities for developers which include developer relations, developer experience, and developer marketing. 
 Catchy is one of the leading developer marketing agency based in the United States. This company offers marketing activities for developers which includes program strategy, marketing execution, developer contests, and content marketing. 
According to the estimated yearly revenue listed by Agency Spotter, none of the developer marketing agency/agencies were found among the 50 largest marketing companies in the world.
A report on the largest advertising companies in the world by World Atlas, did not contain any developer marketing agency in it.
A report revealed that "business-to-developer" is still a niche field and required various marketing strategies focused on developers. 
Also, B2D companies or business-to-developers help in building and marketing digital products specifically designed for software developers. 
 Amazon web services, a large B2D company, recently undertook an advertisement to provide "air cover" for developers. It was also revealed that Amazon did not release its external advertising budget to the public. 
Research StrategyIn order to identify the global market size and projected growth for marketing agencies who market to developers/developer marketing agency in 2018 or 2019, our initial search was to search through credible market reports such as IBIS, Markets and Markets, Prnewswire, and so on to identify any paid or freely available report on this market/industry. Here, we could not identify direct information related to the developer marketing agency market. Information we were able to identify was basically related to the overall marketing agency and advertising industry. Also, we were able to identify a paid survey report from Evans data corporation which shared insights on the 2019 developer marketing. The report revealed information concerning software developers' attitudes regarding the marketing tools and programs used to promote and sell products to developers. This report had limited information related to the market size and projected growth.

Next, we tried to access various global marketing associations databases association to retrieve relevant information on the global market size and projected growth for marketing agencies who market to developers/developer marketing agency. We endeavored to search through their publications and reports on the emerging markets and global marketing domains. Here, we discovered that most of the information available was centered on the latest growth of business-to-developer B2D marketing and businesses globally, but no relevant information related to the market size of developer marketing agencies or any information on the revenues in this market segment was found.

Also, we attempted to triangulate the available data to address the research request. We searched through various media publications and company database such as Crunchbase, D&B Hoovers, Zoominfo, Worldatlas, and Agency Spotter. We utilized this approach to identify global leading developer marketing agencies through revenue in order to estimate the global market size and the projected growth for marketing agencies who market to developers. Through the search for the top 250 marketing agencies lists, we found out that majority of the developer marketing agency/marketing agencies, who market to developers globally are private players and they did not release their financial information to the public.

In addition, we expanded the scope of our search to identify any information on the service charges/revenue/cost/tariff price these marketing agencies are charging for various marketing activities that are directed toward developers to support in the estimation of the market size. Unfortunately, these identified agencies did not have a common set of marketing activities which they offer to various companies except the B2D businesses and they did not disclose any financial information on their charges to support our triangulation. Here, we were able to identify their previous case studies on marketing to B2D companies. Hence, direct information concerning the global market size and projected growth for the marketing agencies who market to developers or marketing activities directed towards developers could not be retrieved on public data. This could be as a result of lack of publication of such information on public data.

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Developer Marketing Agencies - Key Players

Information on the largest developer marketing agencies couldn't be found. However, some marketing agencies that specialize in marketing to developers were identified as Catchy Agency, Hoopy, Developer Media, and Sharplogic. In summary, some products and services offered by Catchy Agency include program strategy and content marketing among others while Hoopy offers content marketing and market research among other things. All four companies serve the software industry and each of them has revenue of above $5 million and more than 25 employees.
Developer Marketing Agencies1. Catchy agency Products and services: Program Strategy, Marketing Execution, Developer Contests, and Content Marketing.
Revenue and employee count: Catchy Agency has a revenue of $12.4 Million and 62 employees. 
Markets and industries served: Software.
2. Hoopy Products and services: Segmentation and targeting, Market research, Content marketing, Developer events strategy.
Revenue and employee count: Hoopy has a revenue of $12.4 Million and 62 employees.
Markets and industries served: Software

3. Developer Media Products and services: Developer-focused advertising and marketing.
Revenue and employee count: Revenue of Developer Media is $5.4 Million and it has 27 employees. 
Markets and industries served: Software.
4. Sharplogic Products and services: Developer platform design, Evangelism, and Adoption acceleration.
Revenue and employee count: Sharplogic has a revenue of $5.6 Million and 28 employees.
Markets and industries served: Software.
For more information see the Developer Marketing Survey that was conducted to find information regarding software developers' attitudes about the marketing tools and programs used to promote and sell products to them.
Research Strategy1. What information is not available?
Information on the Largest Developer Marketing Agencies was not available.
2. Research StrategiesWonder's first strategy involved looking for industry reports and research reports for marketing agencies that specialize in marketing to developers or are developer marketing agencies. We looked for information on sites like marketsandmarkets, gradviewresearch, IBIS among others. This search aimed at finding any paid or freely available report on this market/industry. The strategy did not work since there were no paid or free resources available that are related to the developer marketing agency market. Instead, our research team found information about the overall marketing agency and advertising industry.  For instance, a report on the website of Evas Data corporation provided insights on the developer marketing in 2019 along with software developers' attitudes about the programs used in promoting and selling products to them. However, this report also had no information on the key players in this segment. We had thought that this strategy could work as market research sites are known for publishing information about various industries and that they may have conducted research on the developer marketing companies.
In our second strategy, we searched for information on Marketing Associations websites like AMA.org, Global Marketing Association, Globaldma among others. Our research team looked for publications and reports about the key players or top players for marketing agencies who market to developers. This strategy also proved unsuccessful as we could only find information about top marketing agencies and advertising agencies. There was no relevant information related to the key players of developer marketing agencies. We had thought that this strategy may work since marketing association sites do publish information about marketing, advertising, and related companies.
As a final strategy, we looked for information on company database sites like crunchbase, hoovers, zoominfo among others. Our research team was able to find a list of the largest marketing agencies. However, this strategy did not work as well because the list found did not contain any developer marketing agency or marketing agencies that market to developers. We had thought that this strategy may work as database sites often publish information about key players in a particular market and may have published information on the top players in the Developer Marketing segment.

3. Conclusion:

Since there was no information available on the largest marketing agencies who specialize in marketing to developers, this request has been submitted as Full Client Update.

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Developer Marketing Agencies - Product Segments

In reference to our findings, products that are commonly offered by developer marketing agencies include program strategy, content development, marketing execution, developer contests/events, product support, and developer relations. Further details in regard to our findings follows below.
PRODUCTS COMMONLY OFFERED BY DEVELOPER MARKETING AGENCIES1. PROGRAM STRATEGYDESCRIPTION
Creating a strategy "involves making a set of choices and decisions which fit together to define and clearly articulate what your brand is going to do and often what it’s not going to do." 
Through this product, agencies provide guidelines to developers on marketing and business moves that could increase their success rate.
AGENCIES OFFERING PRODUCT
 Agencies that offer this product include Catchy, BEMYAPP, and Stack Overflow.
2. CONTENT DEVELOPMENTDESCRIPTION 
 Involves developing content for developers, including blog posts, white papers, email campaigns, and ad copies.
AGENCIES OFFERING PRODUCT
Agencies that offer this product include Read Modify Write, Catchy, Hoopy, and Developer Media. 
3. MARKETING EXECUTION DESCRIPTION 
This product represents the online promotion of developer businesses.
AGENCIES OFFERING PRODUCT
Agencies that offer this product include Read Modify Write, Catchy, Developer Media, and Stack Overflow.
4. DEVELOPER CONTESTS/EVENTSDESCRIPTION
This product helps to get developers, designers and creators excited to build with new tools and spread w-out the products.
Contests create a great deal of community buzz and help brands gather critical feedback.
AGENCIES OFFERING PRODUCT
Agencies that offer this product include Catchy, Challenge Rocket, and BEMYAPP.
5. Product SupportDESCRIPTION
This service helps developers to create and launch products. 
AGENCIES OFFERING PRODUCT
Agencies that offer this product include BEMYAPP, Catchy, and Hoopy.
6. Developer RelationsDESCRIPTION
 Product for the strengthening of relationships with other developers around the world.
AGENCIES OFFERING PRODUCT
Agencies that offer this product include BEMYAPP and Hoopy. 
Research Strategy:All the companies were selected because they market and provide products and services to developers. The products/services were extracted from the product and service pages of the target agencies because they are mostly offered by these agencies i.e. by at least two of the agencies. Consequently, as the most offered products, we concluded that they represent the commonly offered products/services. 