Developer & Technical Marketing
Marketing to developers and technical buyers through docs, community, advocacy, and technical content.
20 articles
Technical Demo Design: Live Coding vs. Pre-Recorded Demos
Developers want to see code, not slides. Here's how to design technical demos that prove your product works and handle...
Integration Marketplace Strategy: Getting Featured in Platform Directories
Getting listed in Shopify, Salesforce, or HubSpot app stores drives massive adoption. Here's how to get featured and...
Developer Product Launches: Different Tactics for Technical Audiences
Traditional product launch playbooks fail for developer products. Here's how to launch to technical audiences who hate...
Open Source Contribution Strategy: When to Build in Public
Open sourcing your product can accelerate growth or backfire spectacularly. Here's when to build in public, what to open...
Stack Overflow Strategy: Turning Q&A Into Product Discovery
Developers discover tools while searching for solutions on Stack Overflow. Here's how to use Stack Overflow...
Technical Video Content: Tutorials That Developers Actually Watch
Most developer tutorial videos lose viewers in the first 30 seconds. Here's how to create technical video content that...
Developer Relations vs. Developer Marketing: Roles, Responsibilities, and Collaboration
DevRel and Developer Marketing overlap but aren't the same. Here's how to structure both teams for maximum impact...
Building Technical Communities on Discord and Slack
Discord and Slack are where developers hang out. Here's how to build technical communities that actually help developers...
Developer Experience as Differentiation: How UX Impacts Technical Buying Decisions
When features are comparable, developer experience wins. Fast integration, clear docs, and helpful errors differentiate...
SDK and Library Marketing: Getting Developers to Adopt Your Tools
Developers won't use your SDK if it's hard to install, poorly documented, or doesn't follow language conventions. Here's...
Technical Blog Content: Writing for Developers Without Dumbing It Down
Developer blog posts fail when they're too shallow or too sales-y. Here's how to write technical content that teaches,...
Developer Conference Strategy: Which Events Matter and How to Maximize ROI
Developer conferences are expensive. Most companies waste money sponsoring the wrong events. Here's how to choose...
GitHub as a Marketing Channel: Using Open Source for Product Discovery
GitHub is where developers discover tools. A great README, active issues, and thoughtful open source strategy can drive...
Technical Webinar Design: Teaching Without Boring Your Developer Audience
Developer webinars fail when they're sales pitches or theoretical lectures. Here's how to design technical webinars that...
Code Sample Strategy: Examples That Accelerate Integration and Reduce Friction
Bad code samples slow developers down. Great ones get them to working implementation in minutes. Here's how to create...
Developer Advocacy Programs: Turning Engineers Into Product Champions
Developer advocates amplify your product when done right, but most programs fail. Here's how to build advocacy that's...
API Marketing: Making Technical Products Accessible to Non-Technical Buyers
Your API is evaluated by developers but purchased by business leaders. Here's how to market to both audiences without...
Developer Community Building: Creating Communities That Actually Help Each Other
Developer communities fail when they're just marketing channels. Here's how to build communities where developers...
Technical Documentation Strategy: Docs That Drive Adoption and Reduce Support
Bad documentation kills developer products. Here's how to build docs that accelerate adoption, reduce support burden,...
Developer Persona Research: Understanding Technical Buyers vs. Business Buyers
Developers buy differently than business buyers. Here's how to research and understand technical personas to market...