5 Tactics For Building an API Marketing Plan

I was recently approached by an API vendor at an API conference. While the encounter wasn't horrific, I did find a few things related to their API marketing and sales process that left me less-than-excited to try out their product. To prevent you from making the same mistakes, I have captured some tactics to help you on your API marketing journey. First, let’s talk about marketing and selling APIs.

Tactic #1: Show, Don’t Tell

Your API needs to provide a “Wow!” moment. The difficulty lies in the fact that most APIs don’t have a visual component to them. For products that do have some visualization, the API becomes a hidden feature that is often left to a single slide or bullet point in a slide deck.

When I attend conferences, I bump into many developer evangelists. Most tell me a bit about their API and perhaps hand me a flyer. However, I'll forget them by the time I'm on the flight home. How can you overcome this issue?

Build a great demo. But not just any kind of demonstration. Create a great first impression that developers will remember once the conference is over. The best demons show between one and three ways to use the API, allowing me to start finding ways to incorporate it into my needs.

Why does this work? It goes back to an old saying:

“If you can’t demonstrate it, it isn’t real”

Twilio is the master of the 5 min demo. In less than 5 minutes, a developer can build an application that costs less than $2.00 USD to execute. Take a few minutes and watch the video below from a recent IBM event to see how they do it:

Notice the format of the demo:

1. Introduction of the company and product
2. Overview of who uses it and how they generate business value
3. A live demonstration of building something with the API

If you can’t build a compelling demo, your API isn't robust enough and likely isn't ready yet. Your demo should involve either live coding, showing a nice application built on top, or both. 

Tactic #2: First experiences are important

Once a developer learns more about your API and what it does, they will want to start using it. This requires that you offer a great first experience. From developer on boarding  to a great API design and documentation are crucial for developer adoption.

These concepts are referred to as “developer experience” (DX) and is emerging as an important discipline within API programs. DX focuses on applying patterns and practices to API design and documentation to ensure that developers have a great experience with your API, from the very first time they see it.

Your goal is to reduce the “Time to First Hello World” (TTFHW) for your target developers. This is the time it takes to get from encountering your API to writing the first working application using your API. This is the ultimate “WOW” moment. Sendgrid wrote a short article titled “Three Ways to Decrease Time to First Hello World” that covers how they accomplished this goal.

Tactic #3: Avoid the spray and pray tactic

It is important to remember that not everyone will be your customer. Your API may not be a fit for every developer you meet. This requires listening to developers, not spraying out a single message to everyone you meet.

Get to know individual developers. Understand what they do, what their company is focused solving, and how your API may (or may not) help. You will then begin to identify the market segments in most need of your product.

One additional note: If you are capturing email addresses and/or phone numbers for follow-up, take the time to make them personal. There is nothing worse than a form letter that makes it obvious that you either don’t remember them or don’t really care about them. 

Tactic #4: It isn't about you – share stories

Your API marketing plan should include stories. Capture stories of how your customers were able to do amazing things with your API. Tell stories about generated business value, high return on investment (ROI), or solutions to really difficult problems.

By focusing on the business value, you will avoid coming across as simply trying to generate up more business. This means deeply understanding the needs of your customers. Avoid conversations that are the equivalent of “Hi, I have this API – will you please use it?”

Tactic #5: Make it easy to refer others

Help those not interested in buying today to sell it to those who might be. Help API consultants better understand your product, pricing model, and business value. Provide a link to a great developer portal that can be shared with others. Consider writing articles or industry whitepapers about how your API is solving real business problems. Finally, create short videos demonstrating how to integrate your API into web and mobile applications.