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《Marketing Your Tech TalentPresentation》.pdf
Marketing Your Tech
Talent
Deirdré Straughan
“Am I in the right room?”
Which tech talent are we talking about?
Who’s doing the marketing?
Do you do any of the following in the tech industry?
documentation
code
community
ops / devops
management
sysadmin
technical marketing
support
product management
training
project management
evangelism
leadership
Then you have technical talent, and I’m talking to you.
A Brief History of Technology Marketing
All marketing was a one-way street
Companies had the power to communicate out to customers,
because they could afford to pay for mass media: print, TV,
radio.
Customers could not communicate back, except by making a
phone call or writing a letter.
Technology was produced by companies
The developers who actually made software and hardware
were anonymous drones working behind the scenes.
Then we all got “A powerful global
run over by… conversation has begun...
markets are getting
smarter — and getting
smarter faster than most
companies…”
The Cluetrain Manifesto, 1999
15 years on…
“The new century… has ushered in profound
and permanent shifts in the relationship
between developer and employer. … With
the cost of development down by an order of
magnitude or more, the throttle on
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