Upstream 2.0 Platform Marketing

Part 4, Optimizing for the Age of Anybody as a Partner (XaaP)

Joseph Bentzel, Platformula1

Introduction

The Upstream 2.0 Platform Marketing Equation

Upstream 2.0 Platform Marketing Equation: Today’s cloud/mobile architectures are driving an explosion of new XaaS (anything-as-a-service) ingredients. This open approach has laid the foundation for ‘Anybody as a Partner’ growth opportunity.

XOA: Anything-as-a-Service (XaaS) Open Architectures

XaaS: Anything-as-a-Service

XaaP: Anybody-as-a-Partner

In the Age of Anybody-as-a-Partner (XaaP), Developer Marketing Can Be Optimized with ‘BizDevOps’.

Upstream 2.0 Platform Marketing is about partnering with ‘Small Sets of Known Developers’ (SSKD) vs ‘Large Sets of Unknown Developers’ (LSUD) in order to access pre-existing networks of customers and ecosystem participants. It’s about capitalizing on incumbent monocultures to drive growth for your XaaS startup.

Pattern One: Long Tail Developer Marketing

Pattern Two: Upstream 2.0 Platform Marketing

Three Takeaways

1. Get Serious About BizDevOps

2. An ‘MVP’ is Not Enough to Win Upstream

3. Platform, Good. Platformula, Better.

Joseph Bentzel, Platformula1 founder, is a specialist in “Partner First” growth marketing for cloud, mobile, XaaS, & IoT innovators. http://www.platformula1.com

Joseph Bentzel, Platformula1 founder, is a specialist in “Partner First” growth marketing for cloud, mobile, XaaS, & IoT innovators. http://www.platformula1.com