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Mindful Marketing for Product-Led Growth
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Marketing
image-49 (Demo)
image-50 (Demo)

By Kim McMahon, Advocacy, Marketing, and Community Leadership

Working with open source communities and developers for the past *many* years, I struggle using the word “marketing”. There is a right way and a wrong way. The right way is practitioner marketing activities that are done in a way that is respectful of the individual, knowing and understanding what they need, and in a non-selling way.
I’m calling this “Mindful Marketing”.

My job has been to work with the organization’s open source projects, create integrated product marketing plans, and build a community around those projects. These organizations provide resources to do things like develop new technologies as well as the marketing and content things like

  1. bringing awareness of the technologies
  2. communicating why a user may care about the technology and how it can benefit their environment
  3. creating the content to make it easier for a user to get up and running
  4. and supporting the user throughout their journey.

This is Product-Led Growth (PLG) in a nutshell.

PLG is also referred to as a bottoms-up marketing approach where the organization lets go of control and puts the technology experience and decision in the hands of the user. We give the users the content, community, and tools to make the decision for themselves. And we focus on the end-to-end user experience.

The point is that there are good practitioner marketing efforts. When they are done right, and by people who know what they are doing, you can trust the communications you receive to guide you in a better technology experience.

Are you looking to incorporate product-led growth and community activities in your organization? Schedule a meeting with me and we can discuss.

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