The Iron Horse Insight: For every successful platform business like Airbnb or Uber there are hundreds of others that don’t make it. This HBR article highlights the reasons platforms fail, and those reasons come down to a lack of understanding about how platforms operate and compete. The one that resonates with us is “failure to engage developers” as we see this frequently. It’s often not about a lack of engagement, but it’s about engaging people in the wrong way. A developer’s interests, needs, and profiles are fundamentally different from the core audience a marketing team is focused on. The offers, type of engagement, and resources you use with your core audience won’t resonate with developers.
2021 Marketing Planning, Budgeting and Measurement Benchmark Report