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Conversation
Highlights
In this episode of The Marketing Front Lines, Linda Watkins, SVP of Marketing at Edge Impulse, unpacks her playbook for scaling developer marketing and experimenting with AI-driven content strategies. Through a combination of high-impact webinars, integrated developer relations, and strategic AI experimentation, her team has built a comprehensive marketing engine that drives both technical adoption and business growth. By focusing on authentic developer engagement while embracing emerging AI tools, Edge Impulse has created a marketing approach that resonates deeply with their technical audience while staying ahead of industry trends.
Topics Discussed:
- Building high-engagement webinar programs that attract thousands
- Integrating developer relations into marketing strategy
- Implementing effective experimentation frameworks
- Managing and influencing technical founders
- Leveraging AI tools in B2B marketing
- Creating authentic developer-focused content
- Balancing PLG and enterprise go-to-market motions
Actionable
Takeaways
Master High-Impact Webinar Programs:
Edge Impulse scaled their webinars to 3,000+ registrants by focusing on guest speakers (90% of sessions), consistent monthly cadence, and active audience engagement through polls, live Q&A, and moderated chat. This proves webinars can still drive significant results when reimagined for technical audiences.
Structure Marketing Teams for Developer Success:
By integrating DevRel under marketing, Edge Impulse created unified messaging across all developer touchpoints. Their 10-person team splits between core marketing and developer relations, enabling comprehensive programs from documentation to university outreach while maintaining consistent strategy.
Create Multi-Tiered Developer Programs:
Their three-pronged approach includes a university program for students, an expert network that pays power users for content, and an engaged community forum. This comprehensive strategy builds both immediate adoption and long-term developer mindshare.
Navigate Founder Relationships Strategically:
Rather than forcing immediate decisions, plant strategic seeds early and return to important initiatives multiple times as context evolves. Frame discussions around founder priorities and build credibility through measured success rather than theoretical arguments.
Experiment with AI Tools Systematically:
Edge Impulse is testing multiple AI applications including Notebook AI for content generation from documentation, HubSpot Breeze for marketing automation, and Kalos for ad spend optimization. Their approach focuses on augmenting successful programs rather than replacing them.
Build Bottom-Up and Top-Down Motion:
Combine professional developer outreach through technical content and enterprise sales with student engagement through university programs. Supplement with expert network activation for authentic community content and strong documentation for organic discovery.
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