My AI Flow State: How I use AI to transform my marketing workflow

I've developed what I call my "AI flow state." It’s a specific workflow that uses multiple AI tools in sequence to create marketing strategies and tactics that actually work.

When everyone becomes a builder, every company becomes a developer tools company

After 30 years of marketing developer tools at companies like Sun Microsystems, Microsoft, Amazon Web Services, Meta, Twitter, Timescale, and Supabase, I've written the definitive guide to developer marketing. "Picks & Shovels: Marketing to Developers During the AI Gold Rush" is available now.

Positioning and the rule of "three"

Marketing people always think in threes. It's not a hard and fast rule, of course, but there is some science and a lot of history behind it.

Crisis management

Outages, viruses, billing errors, and more. Be prepared today for things to go wrong with your product tomorrow. Sunny days are always the best days to buy an umbrella.

Aligning Developer Marketing with Product

Developer marketing and product teams must work in lockstep to ensure seamless messaging, adoption, and growth. Unlike traditional marketing, developer marketing must be deeply embedded in the product lifecycle to support bottom-up adoption.

The art of the product demo

I’m going to teach you the secrets of a great product demo and how to tell the story of your customer through your product.

Just Write Code

One of the things we often lose sight of as marketing leaders in developer products and services is the importance of staying close to the actual code. It's so easy to get caught up in the maelstrom of our day jobs that we forget the reason we got

Building a developer ABM strategy

Account-based marketing (ABM) is a targeted marketing strategy where you focus your outbound efforts on a pre-selected list of customers who fit well into your Ideal Customer Profile. ABM is an excellent choice for businesses of all sizes and shapes, but it is particularly well-suited for developer platforms and products.

How to write a great developer case study

The Developer Q&A: case studies that developers don't hate

How to run ads for a developer-focused business

The old axiom that "ads don't work on developers" isn't true.

How to identify your Ideal Customer Profile (ICP), and why that's not good enough

Many of the Founders I work with spend day and night obsessing over their Ideal Customer Profile (ICP). The ICP is a deep understanding of who your best current customers are, and, as the logic goes, trying to replicate your success by finding more of those types of customers seems

How to choose what developer content to build

One of your biggest challenges as a Developer Advocate will be determining which topics to focus on with your content. Often, Developer Advocates are given an edict to "build content and drive growth," without any clear roadmap for doing so. To address this challenge, especially if you work