Selling to developers is neither B2B nor B2C.
At Zencoder, we sell to a wide range of customers, from media companies to large enterprises to startups, but we know that marketing to developers is critical when selling cloud infrastructure.
This is because cloud computing fundamentally changes the way infrastructure works. Amongst other changes, cloud infrastructure allows technology to scale in both directions. The same API - whether Zencoder, AWS, Twilio, or hundreds of others - can be used by the largest customers in the world, and can be used by startups who are just getting off the ground. This is a big change, and a major driver of innovation and efficiency. If open source software was the major technological revolution of the 2000s, cloud infrastructure is the revolution of this decade.
This transformation changes the way software gets sold. No matter the company, when it comes to cloud services, developers are the end user and the gatekeeper. This is obviously true in tech startups and side projects. But developer marketing is a great way to get into the enterprise as well. Large enterprises are full of developers who try APIs in their spare time, or use them on small internal projects. And it turns out that when working with APIs, enterprise customers care about the same things as developers: good performance, competitive pricing, easy integration, and strong support.