You’ve built the perfect platform, but those pesky developers aren’t using it. I’ve hear this story frequently over the years. More than not, it means the platform team is not doing the marketing needed. Branding, t-shirts, platform advocacy, community management, staffing for marketing, and the other basics of a marketing program. I know: you read the word marketing and you feel a little revolted. For a successful platform in a large organization, though, you need it! Thankfully, there are many years of organizations figuring out what platform marketing is and how to do it. This talk will go over what platform and product marketing is and then tactics learned in organizations like Mercedes-Benz, ING, BT, Garmin and others.