Who is Qualcomm?
Qualcomm based in San Diego, has over $37B in revenues and 50,000 employees (FY2023) and develops, designs, and provides digital communications products and services. Qualcomm has recently adopted a developer-first mindset, scaling its software solutions to support numerous developers beyond traditional customers and contributing to developer ecosystems.

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Situation
The Qualcomm Developer Program, part of the Marketing Department, helps developers design, build, and optimize hardware and software solutions.
 
The existing Developer Relations team had to be knowledgeable and nimble. With over 50 developer products across ten different product groups to support, there was significant organizational complexity to navigate.

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Morris Novello wanted to accelerate his teams' impact by creating a Developer go-to-market campaign plan for four strategic product lines that included compute, mobile, IoT (Robotics) and XR technologies along with new AI offerings.

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Why Qualcomm Technologies Chose DevRel.Agency
In Morris's words:
"Qualcomm has worked with Caroline and her team for over a decade. They understood our products and the way we work. More importantly, they understand developers and have good frameworks to create and execute our developer marketing strategy."

 

Solution
First, we undertook a segmentation and persona exercise, which included briefings from the product teams to understand the products and their goals.

 

This included:

• Research to identify the types of developers that could succeed with those products

• The keywords and messaging that would resonate with developers

• Where those developers would go and search out those types of solutions

• The journey the developers would take.

• Secondly, we created a Playbook outlining the findings for each of the four products. The Playbook identified and recommended objectives for Calls to Action, content themes, and specific tactics like events, influencers, owned and earned activities, and paid media for an account-based marketing (ABM) campaign. We aligned stakeholders from several disciplines, including product, product marketing, and marketing, around common DevRel objects to support the team with strategies and content creation through their respective channels.

 

Impact
In Morris's words:
"The Playbook not only gave us a jumpstart on our campaign but also identified the relevant channels to start engaging with our target audience."