An interview with Knut Melvær, Principal Developer Marketing Manager of Sanity
We sit down with Knut Melvær, Principal Developer Marketing Manager at Sanity. Sanity creates competitive advantage by optimizing content experiences and operational efficiency across marketing, support, e-commerce, and more.
How did you end up at Sanitty, and what problem does Sanity solve for its clients?
I ended up at Sanity because I worked in an agency where we worked extensively with content and user experience. Sanity stood out as a CMS platform that handled it unprecedently well, and I fell in love with it, wrote about it, and got asked to join.
As the Principal Developer Marketing Manager, what are your main responsibilities at Sanity?
My responsibility is to maintain and grow our community and create content that is helpful for developers and makes them want to use our platform to solve their problems.
To get a bit more technical, what are some of the acquisition channels that have worked well for Sanity and why do you think that is?
We have seen for the last 5 years that well-performing content connects to the professional challenges of being a developer with the technologies that they want to use. This works across most channels, be they blogs, social media, video, or talks.
At ColdFire, when we look at our clients' Marketing strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. If you had to summarise the high-level LeadGenMarketing strategy of , what would it be?
It has been a combination of creating content that gets great organic traction, being smart about search-led/SEO, and sponsoring up-and-coming content creators. It also helps that the product is great and the problems it solves are universal.
What is a Marketing technique that you've used at or at previous companies which you believe is underutilized at most Marketing teams - and why?
We should pay less attention to “tactics” and more to developing unique and interesting perspectives on whatever our audiences care about. Dare to ask, “why should people care.” I think people are looking more and more to the authentic and grounded.
Has your Marketing team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?
Yes, recently, but I'm not sure if we have conclusive outcomes yet. In general, outbound is very hard to do in the developer tools space. Unless you do it with content that really connects with them.