• Do you have an API and need to increase developer traction
  • Are you just getting started with developer outreach and marketing and find it confusing?
  • Are you an old hand looking to reboot and refocus your program?
  • Do you need to some examples and templates to track your ROI?

Most API program fail because they haven't created a developer strategy.  Developer programs often stagnate as they don't look beyond the initial acquisition and recruitment. Developer marketing IS a specialized craft that requires a special skillset.

Join the WIP Factory team to get practical answers you are looking for.  
We host  a lively day of interactive presentations, activities and exercises, and discussions to help strengthen your  program, sharpen your developer marketing strategy and  enhance the effectiveness of your developer outreach and engagement activities.  You won't find a workshop like this anywhere with pragmatic tactical tips, templates and real world examples. 



  • Registration for the one-day workshop and for the following day's Developer Evangelist Day, a community gathering of Technical Evangelists
  • NEW THIS YEAR: book a 30-minute private consultation with the WIP team to discuss your program or a specific issue
  • A Copy of the WIP Factory Developer Evangelist Survey Report
  • Slide decks, worksheets and other workshop materials
  • Light breakfast, lunch, coffee, snacks
  • A networking reception 


  • If you are new to developer outreach, marketing or relations, or you’re just getting your feet wet in the developer space.
  • If you are experienced in developer programs and outreach, you’ll hear about the latest topics, issues and best practices to rev up your program.
  • If your company is just launching an API, SDK or other resource for developers, you’ll get a solid start on building your developer community.


  • Expert-led sessions and activities
  • Interactive discussions, panels and work sessions
  • Case studies and presentations from leading developer programs
  • Networking with industry colleagues and fellow developer program managers
  • Don’t expect to sit around checking email all day – we’ll have you asking questions, sharing your insights and getting everything you can out of the event!

Register now — this is an intimate, hands-on event with limited space!

Leading the event will be the WIP Factory team:

  • Caroline Lewko, CEO
  • Carlo Longino, VP of Developer Program Services
  • Bill Lee, VP of Product and Technical Services

Also be sure to join us on the Friday following the event for a free day of sessions on Developer Evangelism co-hosted with the London Technical Evangelism meetup!


Thursday, April 16, 2015
+ reception

Fab Lab London
1 Frederick’s Place
Off Old Jewry

Cost: £200 (One Day)



Time Session
8:30 Registration Opens/Light Breakfast
9:00 to 9:15 Welcome and Introductions
Introductions of the WIP team and attendees, an overview of the day, and discussion around why you're here and what you want to take away.
9:15 to 9:45 B2D: Business To Developer Marketing
We coined the term B2D -- Business to Developer -- marketing because marketing to developers isn't the same as B2B or B2C, but it combines elements of both in a unique way. Taking on a B2D mindset is key to successful developer marketing and outreach, and this session will introduce you to the concept and illustrate how you can put it to work.
9:45-10:15 Elements of Successful API Developer Programs
Successful API developer programs share several key characteristics and features. Learn what separates those programs from the rest of the pack in this session that will lay the groundwork for your API strategy and for our deep-dive sessions later in the day.
10:15-11:00 Developer Segmentation and Messaging
Targeting all developers is not a strategy, especially when we are looking at a market of anywhere from 20-50 million people. Segmenting developers is the most important step you have to take with your program, and one that few programs actually spend sufficient time on. This session will outline the various types of developers, and show a number of different techniques to reveal who are the most important developers for you to target. We'll then go over how to focus your resources and optimize your messaging for the best segments to meet your goals.
11:00 to 11:15 Break
Coffee and tea provided.
11:15 to 12:00 Metrics and Developer Acquisition Costs
How do you know if you are doing a good job and what information can you bring back to management to prove it? There are many ways to measure the activity and effectiveness of your developer program, but which are the right ones. Among these metrics, developer acquisition cost often stands out. Learn how to estimate and calculate it, what's reasonable for your targeted developers, and how to benchmark your number and gain management support for it.
12:00 to 12:15 Top 10 - Best Outreach Activities
This quick-hit session will show you the WIP team's 10 favorite developer outreach activities from the past year.
12:15 to 12:45 Lunch
12:45 to 1:30 Onboarding and Portals
Your developer portal is a crucial part of your program, as it holds the interface between an interested developer and them actually using your API or tool. Getting the onboarding process right on your portal is essential, and the WIP Factory 7-Point Onboarding Review was designed to help you assess your onboarding and improve it. This session will walk you through the review and provide tips for improving your onboarding process and portal, along with best practices and examples to follow.
1:30 to 2:15 Events and Hackathons in 2015
Events remain the most common channel developer programs use to reach developers. But not all events are created equal. What makes a good event? What criteria should you use to determine your participation and investment? How do you leverage meetups and other informal events for your program? And how do you get developers to attend your sessions and come to your booth? Join us for the skinny on all things events.
2:15 to 2:45 The IoT/Wearable Developer Program Ecosystem
The internet of things and wearables space is exploding, with companies new and old rushing into the space and trying to attract developers to their devices, platforms and services. The ecosystem is complex, and often confusing to developers. Then add the differences between hardware and software developers into the mix, and things get quite messy! This session will give an overview of the IoT/Wearables space from the developer program perspective, and allow you to understand its players, how they are trying to differentiate themselves from each other, and how they can best position themselves to attract developers. If your company is working in hardware, IoT or wearables, you won't want to miss this.
2:45 to 3:00 Break
3:00 to 3:30 Making the Most of Developer Feedback: Integrating It Into Your Product Cycle
Developers are a passionate bunch, willing to let a company know what's "wrong" with their products. Is your company prepared to leverage this goldmine of feedback to positively influence the direction of its products? This session will present some of the advantages and challenges to closing this feedback loop. What steps has your group made to influence the future of your products and platform?
3:30 to 4:45 State of Developers/Developer Programs in 2015
This session will explore the key trends, demographics and issues in the developer world today, and how developer programs are attempting to address them. It will also discuss the results of the third annual WIP Developer Program Survey, which gathers data directly from your developer program peers.

NOTE: We want your input into the WIP Developer Program Survey! Visit the survey and record your answers by April 10. We'll share the data and results with anyone who takes part!
4:45 to 5:30 Open Forum
We're here to make sure you get what you need from the workshop and get your questions answered! The open forum is time for you to take advantage of our expertise, and to get the input from your colleagues in the room. Need a suggestion for a CRM tool? Have a question about your target segment? Want to know about a specific event? Fire away!
5:30 to 7pm Networking Reception

DAY 2 - FRIDAY, april 17
VENUE: canada house, 
Trafalgar Square WC2N 5NJ

On Friday, we are joining forces with the London Technical Evangelism Meetup for another day of sessions and Barcamp talks from its community of experienced developer evangelists! This day is free and open to all, and note - it's in a different venue!

Time Session
1:00pm to 1:30pm Welcome and Intros
1:30 to 2:00 Hiring Developer Evangelists
Finding the right people to fill an evangelist team remains a challenging pursuit, as it requires a mix of skills not often found in a single individual. How do you find the right people to hire?
2:00 to 2:30 Finding Developers in the Real World
You might be surprised to learn that not all the world's developers are based in London or the San Francisco Bay (just kidding). What are some other hotspots, and more importantly, where are the best areas for you to target for the developers you're looking for?
2:30 to 3:00 Working with the Open-Source Community
Effectively leveraging the open-source community can be a huge tool for developer evangelists -- if it's done correctly. Learn from leaders in the space to determine if an open-source approach is right for your company, and how to go about it.
3:00 to 5:00 Barcamp
Got something you want to talk about? A session you want to lead? Bring it up at the Barcamp and get input from the whole group! Contact Rod Burns for more details and to grab a slot.

1. David Brimley - Ethical rules for pre-sales engineers/evangelists
2. Caroline Lewko - B2D (Business-to-Developer) Marketing


Note: If you need to pay via corporate invoice or another method, please contact and we will be happy to help.