In the last post, we discussed how marketing could adopt a DevOps approach to scale up their efforts. The idea is pretty simple – develop, deploy, iterate, analyze, and update. The prime focus of the DevOps team is to scale faster without compromising on the features and abilities. Further, they aim for large-scale distribution, onboarding as many users as possible to improve adoption, and offering a feature-rich platform for improving user experience. The simplicity of usage and the value addition by developer platforms like GitHub become the core offering to attract customers.

Owing to the mode of operation, the DevOps landscape is evolving fast. The DevOps market is expected to grow at a 24.7% CAGR. Subsequently, the valuation also rises from $3.62 Billion in 2018 to $20.01 Billion by 2026. Yet, as is common with most fast-growing businesses, there are some challenges here too. Let’s find out what they are. 

The DevOps Conundrum

In a product-led growth marketing scenario, the scope of DevOps is vast. Naturally, the competition to get attention from the users become high. In addition, the distinction of product value gets lost in the noise due to other similar products. Subsequently, developing an all-out go-to-market strategy becomes tougher. Since the DevOps approach always depends on agility, the competition becomes fiercer if another competitor offers similar features. 

Handling such issues could be more convenient with a product-led marketing approach. The marketing way depends on statistics and analytics based on several markers, customer intention and motivation being the major among those. Understanding these behavioral cues become crucial in mapping out the customer expectations and offering relevant product information to convert them. 

One of the most valuable approaches here is taking a bottom-up technique. Unlike other SaaS-based tool adoption, DevOp tool adoption usually occurs more at the execution level, i.e., by developers and coders. For example, developers use GitHub more while working on a software project than anyone from higher management. Therefore, enabling the developers to understand the value of a DevOps product can pave the way for a pan-organizational adoption due to its efficiency to the folks on the ground. 

The marketing and DevOps alliance has worked fairly well for DevOps companies like Stack Overflow. The rapid onboarding and integration model have successfully propelled the company to grow its revenue by almost 72% y-o-y in 2020. Yet, understanding how to leverage marketing capabilities is necessary for product-led companies to emulate these types of success. 

The product-led growth philosophy

Marketing in the DevOps-based product-led growth landscape does not depend on the hard-selling of the product. It relies more on the actual user experience of the customers. A DevOps tool often follows a subscription-based freemium model. It means users can try out the product for free before converting. 

Naturally, marketing to these users using traditional communications does not help much. The users are already aware of the product’s capabilities, so sending information about the features would waste effort, time, and marketing dollars. Instead, marketing communications that explain the benefit of paid subscriptions can improve the user motivation to convert. Further, leveraging certain types of sales enablement communication can also improve the purchase intent among these users. 

Approaching the initial users depending on product usage metrics helps marketers understand the probability of conversions based on the subscription tiers. Therefore, the marketing communications inclines toward changing the ecosystem for conversion rather than trying to convince users of the product’s usefulness. In other words, marketers can concentrate more on value addition by the product than focusing only on the benefits and advantages part. Consequently, identifying the intent markers makes the communication more contextual. 

Wrap Up

DevOps ecosystem is naturally suited and some are reliant on product-led growth marketing strategies. Adopting the marketing approach would help them specifically understand the value offering and improve the purchase intent. As a result, communication becomes more targeted and contextual with relevance to the product. Glance is at the forefront of of this product-led growth movement, helping businesses understand the intent markers of their customers.  If you’re a DevOps marketer, please connect with us at to learn about how we could help. 


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