- handbook
- Company
- Company
- Board & Investors
- Communications
- Decision making and project management
- Guides
- KPIs and OKRs
- principles
- Remote Work
- Security
- Asset Management Policy
- Business Continuity & Disaster Recovery Policy
- Information Security Roles and Responsibilities
- Operations Security Policy
- Risk Management Policy
- Third-Party Risk Management Policy
- Human Resources Security Policy
- Incident Response Plan
- Cryptography Policy
- Secure Development Policy
- Access Control Policy
- Information Security Policy and Acceptable Use Policy
- Data Management Policy
- strategy
- values
- Operations
- Product
- Blueprints
- Feedback
- Market Segments
- Metrics
- Node-RED Dashboard
- Personas
- Pricing Principles
- Principles
- Responsibilities
- Strategy
- Versioning
- Engineering & Design Practices
- Design
- Engineering
- Certified Nodes
- Contributing
- Front End
- Packaging Guidelines
- Platform Ops
- Deployment
- Incident Response
- Observability
- FlowFuse Dedicated
- Staging Environment
- Production Environment
- Project Management
- Releases
- Security Policy
- Team NPM Registry
- tools
- Website A/B Testing
- Internal Operations
- People Ops
- Coaching Plans
- Code of Conduct
- Compensation
- Expenses
- Hiring
- Holiday & Leave
- Job Descriptions
- PeopleOps Policies
- Performance review
- Summit
- Marketing department
- Marketing
- blog
- Brand Voice
- Community
- Company Messaging
- Customer Stories
- FlowFuse for Education
- How we work
- Lead Generation
- Marketing - Website
- Marketing Programs
- Social Media
- Trade Shows
- Video
- Webinars
- Sales department
- Sales
# Marketing Programs
Our marketing efforts are organized into several core programs. These are not rigid silos but interconnected strategic areas designed to support the entire customer journey, from initial awareness to long-term advocacy. Each program consists of various ongoing activities and campaigns aimed at achieving specific business goals.
# 1. Demand Generation
This area focuses on creating pipeline by attracting new prospects and capturing qualified leads.
- Paid Advertising Campaigns: We run targeted digital ad campaigns (e.g., ABM on LinkedIn, Google Ads) to reach specific audiences, drive traffic to our key content, and generate MQLs (Marketing Qualified Leads).
- Gated Resources: We create and promote in-depth content such as whitepapers, ebooks, and guides. This content is gated, serving as a key tool for capturing new marketing qualified leads.
- Monthly Webinars: We host regular webinars to educate our audience, showcase our product, and generate new leads. They also serve as a valuable touchpoint for existing prospects and customers.
- Trade Shows & Industry Events: We participate in key industry events to build brand presence, network with potential customers and partners, and generate leads.
# 2. Content & Community Marketing
This area focuses on building our brand's authority and fostering a loyal community through valuable content and engagement.
- Content Marketing (Blog): Our blog is the engine of our content strategy, focused on providing educational and insightful articles to drive organic traffic, establish thought leadership, and support our other marketing initiatives.
- Monthly Newsletters: We engage our community and customer base with regular email updates, sharing product news, valuable content, and upcoming events.
- Social Media: We maintain an active presence on key social platforms to engage with our community, amplify our content, and build our brand's voice.
- Podcast "Industrial Visionaries": Our podcast features conversations with industry leaders to explore key trends, provide unique insights, and expand our brand's reach to new audiences.
- Community Engagement & Sponsorships: We actively support and participate in the broader community, including sponsoring key events like the Node-RED conference, to strengthen our connection with developers and users.
# 3. Brand & Product Marketing
This area focuses on shaping our brand perception and effectively communicating the value of our product.
- Website: While the website is a foundational platform rather than a program, its continuous improvement, content management, and optimization are a core marketing responsibility. It is the central hub for our brand and all our digital activities.
- Product Evaluation (Trials & PoCs): We offer two primary paths for customers to evaluate FlowFuse, representing our joint Product-Led and Sales-Led growth motions.
- Self-Service Free Trial: The cornerstone of our Product-Led Growth (PLG) strategy is the FlowFuse Cloud free trial. This program is driven by Marketing to acquire new users and optimized by the Product team to deliver an excellent in-app experience.
- Sales-Led Proof of Concept (PoC): For larger or more complex deployments, prospective customers may engage in a structured Proof of Concept. This is a sales-led process designed to validate specific use cases. Marketing supports this motion by providing relevant content and materials like customer stories and technical documentation.
- Customer Stories: This program focuses on creating compelling case studies and stories that provide social proof, showcase real-world use cases, and demonstrate the value of FlowFuse to prospects.
# 4. Customer Marketing & Advocacy
This area focuses on empowering our existing customers to become advocates for our brand.
- Voice of the Customer (Satisfaction Surveys): We systematically collect feedback through in-product surveys, post-webinar forms, and documentation sections. This continuous feedback loop is crucial for improving our product and overall customer experience.
- Customer Reviews Program: We actively encourage satisfied customers to share their experiences on platforms like G2. This program helps build trust and social proof for new potential customers.
# 5. Strategic Partnerships
- Partner Program: In close collaboration with the Sales team, this program focuses on building and nurturing relationships with technology partners and solution providers to expand our reach, enter new markets, and create co-marketing opportunities.