open source marketing

OSS marketing has evolved since the emergence of OSS in the 1990s and early 2000s. It now includes the community at every step of the life cycle (a fact that shouldn’t surprise anyone familiar with open source communities’ expectations for inclusivity). It also outperforms traditional command-and-control approaches to marketing, because it’s built on the strength and reach of project communities. A community that’s bought into a marketing program will generate far more content than a marketing team alone can. We aim here to describe a process for inclusive marketing that any technology marketer can apply to increase impact.

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Many people with a long career in engineering, including me, have had misconceptions about sales and marketing. As an engineering community, we've viewed it as things like ordering swag, naming things, running ad campaigns, and creating white papers. There's a joke in the marketing community about how engineers are always willing to provide their "opinions" on marketing decisions without fully comprehending the discipline, but marketers rarely—like never—make suggestions on code improvements. To work together, engineers and marketers must share a common definition.

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Prolific blogger and health IT media magnate, John Lynn and I are teaming up again for the second year to produce and deliver a marketing conference focused on helping digital health, health IT, and medical device  innovators. We’re going to be providing actionable advice and specific techniques you can use to cut through the noise when trying to market healthcare and medical tech products to physicians, hospitals, health systems, ACOs, patients, and similar customers. Read More »