How to Make B2B Marketing for Developers Actually Helpful
WorkOS CEO, Michael Grinich, and Augment Code CMO, Francois Dufour, discuss the enterprise shift during Francois’ time at Twilio, B2B marketing that is actually helpful for developers, and early signals that indicate the right time to build for the enterprise.
The full episode with the transcript is also available here: https://workos.com/podcast/how-to-mak...
In this episode, we cover:
0:00 Intro
0:40 Francois' background
1:46 Early days at Twilio as the VP of global marketing
2:52 Things that weren't working well as Twilio pivoted to the enterprise
4:15 First enterprise marketing tactics that Francois deployed at Twilio
6:28 Why Twilio consolidated growth marketing and demand gen
8:01 What is a technical BDR?
10:06 "Inspire and equip"
12:22 What does it mean for marketing to be genuinely helpful for devs?
15:42 Signals that indicated it was time for Twilio to go after the enterprise
18:20 What's inherently different about marketing to the enterprise?
21:08 Creating technical content for devs
23:39 What to focus on first when branching out from pure PLG
26:28: Advice for founders going from PLG to the enterprise