Developers using Google Cloud IoT Core

Leverage your desired technology user data to create targeted campaigns across three distinct audience levels: companies, developers (practitioners), and economic buyers. Each audience type requires different messaging, channels, and campaign strategies to maximize conversion rates.

Multi-level audience targeting

Companies: Target organizations using your technology of choice for account-based marketing approaches. Focus on company-level signals, firmographics, and technology stack intelligence to build high-intent prospect lists.

Developers (contacts): Reach practitioners who directly implement and use chosen technology. These technical decision-makers influence tool adoption and can become internal champions for your solution.

Economic Buyers (contacts): Target executives and budget holders at companies using your desired technology. While they may not use the technology directly, they control purchasing decisions and strategic technology investments.

Campaign strategies by audience type

ABM Google/LinkedIn Ads to your TOFU audience: Run account-based display campaigns targeting companies using containerization technologies like Docker or Kubernetes. Create awareness-stage content about DevOps optimization, infrastructure costs, or developer productivity to capture early-stage interest from decision-makers.

Invite developers to topical webinars: Host technical webinars for Redis users about database optimization, caching strategies, or microservices architecture. Developers using Redis are likely interested in performance engineering topics that showcase your platform's capabilities in a educational, non-sales context. Leading DevTools like Galileo and Camunda use this strategy effectively—see how they leverage expert-led sessions to grow their TOFU audience by educating and nurturing developer communities around emerging technologies.

LinkedIn outbound campaigns to developers or economic buyers: Execute targeted LinkedIn outreach to practitioners and buyers at companies using complementary technologies. See how Kubegrade leveraged Kubernetes user data to run successful LinkedIn and email campaigns, or follow our proven LinkedIn outreach playbook that helped Unstructured book meetings with economic buyers.

Competitor email campaigns based on competitor technology: Target companies using competing solutions like MongoDB (if you're in the database space) or Elasticsearch (for search solutions). Craft messaging around migration benefits, performance comparisons, or feature gaps that position your solution as the superior alternative.

Complimentary technology campaigns: Run campaigns to companies using GraphQL (if you provide API tools) or React (for frontend development solutions). Focus messaging on how your product enhances their existing technology investments rather than replacing them—creating additive value propositions.

Technical content nurture campaigns to developers: Send regular technical newsletters to PostgreSQL users featuring database optimization tips, query performance guides, or architectural best practices. This builds relationship equity with practitioners who influence purchasing decisions while demonstrating your platform's technical depth.

Campaign execution framework

Each campaign type works best when aligned with the prospect's technology maturity and buying stage. Companies actively expanding their technology usage often have budget allocated for complementary solutions, making them higher-intent prospects than those just beginning adoption.

Combine multiple campaign types for maximum impact: start with educational content to developers, then retarget engaged prospects with ABM campaigns to economic buyers at the same companies. This multi-touch approach increases conversion rates while building relationships across the entire buying committee.