Marketing API: Reference Documentation

Overview

The Marketing API provides a frame of referenced meant to help leaders optimize marketing efforts for early-stage startups. This API-like approach to marketing utilizes familiar concepts from software engineering, applying them to marketing strategies and actions. Each ‘endpoint’ in this API corresponds to a key marketing function.

Note: This is a living document. I will update the publish time as I add details and functions to the API. Todo: add key elements like benchmarks, budget and roles.

Table of Contents

Endpoints

Product-Led Growth

• Endpoint: /growth/product-led
• Methods:
  • optimizeUserExperience(): Enhances the product experience to drive user acquisition and retention.
  • driveAdoption(): Uses product features and benefits to drive market adoption.
  • measureGrowthImpact(): Evaluates the effectiveness of product-led initiatives on overall growth.

Product-Led Sales

• Endpoint: /sales/product-led
• Methods:
  • createAha(): Creates an aha moment for a technical influencer or decision maker.
  • enableInfluencer(): Creates an experience, or deliver content that allows the influencer to explain the value to their team and larger organization.
  • connectSales(): Automates a connection to the Sales team and be prepared to technically onboard the decision maker.
  • connectABM(): Uses learnings to enable ABM team about what messages and features are working for Ideal Customers.

☎️ Book time with DevMarketing to discuss these. 🍭

Community & Devrel

• Endpoint: /community/manage
• Methods:
  • createUser(): Onboards a new user onto your platform, offering a hands-on experience.
  • listUsers(): Generates reports on user demographics and engagement statistics.
  • createChampion(): Turns active users into brand champions through unique experiences.
  • updateChampion(s): Nurtures and educates brand champions, extending beyond typical DevRel programs.

Content Creation and Distribution

• Endpoint: /content/manage
• Methods:
  • createContent(): Develops new marketing content tailored to specific user segments.
  • updateContent(): Refreshes existing content to maintain relevance and engagement.
  • distributeContent(): Strategically disseminates content across various channels.
  • enableContributors(): Enables quick and on-brand contributions from external engineers.

Analytics and Reporting

• Endpoint: /analytics/report
• Methods:
  • gatherMetrics(): Collects data from other endpoints. Examples: user engagement, campaign conversion rates, NPS and other key metrics.
  • generateReport(): Creates detailed reports on marketing performance and user behavior.
  • getNPS(): Measures and analyzes Net Promoter Score (NPS) for user satisfaction insights.

User Engagement and Feedback

• Endpoint: /user/engage
• Methods:
  • initiateSurvey(): Launches targeted surveys to gather user feedback.
  • trackEngagement(): Monitors and analyzes user interactions with marketing materials.
  • respondToFeedback(): Manages responses to user feedback for continuous improvement.

Campaign Management

• Endpoint: /campaign/manage
• Methods:
  • createCampaign(): Designs and sets up new marketing campaigns.
  • monitorCampaign(): Tracks the ongoing performance of active campaigns.
  • analyzeResults(): Evaluates the effectiveness of completed campaigns.

Brand Building and Positioning

• Endpoint: /brand/position
• Methods:
  • defineIdentity(): Crafts and solidifies the brand’s identity and core values.
  • analyzeCompetition(): Assesses competitive landscape to inform positioning strategy.
  • positionBrand(): Implements strategies to position the brand effectively in the market.

Messaging and Positioning

• Endpoint: /message/position
• Methods:
  • defineMessage(): Establishes key messaging points tailored to target audiences.
  • testMessage(): Conducts A/B testing to refine messaging for optimal impact.
  • alignPositioning(): Aligns product positioning with market trends and customer needs.

Pricing and Competition

• Endpoint: /pricing/competition
• Methods:
  • analyzeMarket(): Studies market trends and competitor pricing strategies.
  • setPricing(): Develops and adjusts pricing models based on market analysis.
  • evaluateImpact(): Assesses the impact of pricing changes on market positioning and sales.

☎️ Book time with DevMarketing to discuss these. 🍭

Product Marketing

• Endpoint: /product/market
• Methods:
  • launchProduct(): Coordinates product launches with marketing campaigns.
  • promoteFeatures(): Highlights key product features through targeted marketing efforts. Focus on the features that will deliver the largest business value.
  • manageLifecycle(): Manages marketing strategies throughout the product lifecycle.
  • defineDefensibleNeed(): Collate customer experience and value props to define a need that the customer was not aware they had and competitors can’t meet. This creates a defensible moat.

Integration and Usage

Each endpoint in the Marketing API is designed to be seen as not just a function of the organization but also a methods of interacting between teams. As you scale your marketing teams you should look for ways to publicize the inputs and outputs of teams. The methods provide actionable steps for executing specific tasks, allowing for a data-driven, engineering-focused approach to marketing.

In part two, we will dive into these interactions more and offer you a framework for reporting regularly on the status of these endpoints.