Developer Marketing

Stop selling to developers. Start building trust in the communities where they already are.

#1about 4 minutes

Understanding the unique role of a developer advocate

A developer advocate acts as a crucial communication bridge between a company and the developer community to guide product and talent strategy.

#2about 4 minutes

Why developer marketing is essential for tech products

Simply building a great tool is not enough; marketing is necessary to drive adoption, innovation, and business growth in a competitive landscape.

#3about 7 minutes

Why developers are skeptical of traditional marketing

Developers often dislike marketing that uses vague jargon and interrupts their workflow, preferring substance over empty buzzwords like "scalable" or "robust".

#4about 3 minutes

Segmenting your developer audience beyond a single label

Avoid targeting "developers" as a monolith by understanding the distinct priorities and concerns of different roles like front-end, back-end, and DevOps.

#5about 3 minutes

Building trust through authenticity and honesty

Developers trust peers who are honest and transparent, so building genuine relationships is more effective than using corporate marketing "fluff".

#6about 4 minutes

Where to find and engage with developer communities

Developers are not hard to find if you go to their preferred platforms like GitHub, Hacker News, Reddit, and in-person tech meetups.

#7about 4 minutes

A case study on Supabase's authentic marketing

Supabase successfully built a following through genuine community engagement, helpful documentation, and direct support rather than traditional advertising.

#8about 3 minutes

Key strategies for scaling developer marketing

Scale developer marketing by providing value through high-quality documentation, empowering developer influencers, and creating shareable resources instead of one-to-one sales conversations.