Developer experience is your best growth lever
DX is the primary growth lever for developer products. Companies that invest in DX outgrow companies that invest in advertising.
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Developer Marketing
Articles and guides about Developer Marketing
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What is technical marketing?
Technical marketing is what happens when your buyer is technical. In 2026, every buyer is becoming technical. APIs, configs, and agentic interfaces mean the principles of developer marketing now apply to all marketing.
Read the postDevRel vs developer marketing: what is the difference?
DevRel, developer marketing, and product marketing are three distinct functions that people confuse all the time. Here is what you should expect from each one and how they work together.
Read the postThe first marketing hire survival guide
You just got hired as the first marketer at a dev tools startup. Nobody can tell you what to do first. Here is the list.
Read the postSix ways to shape your marketing career going forward
Every marketer will have access to the same AI tools. The question is what you do with them. Here are six skills that will separate the marketers who thrive from the ones who get replaced.
Read the postLifecycle marketing for developers
Most lifecycle emails for developer products are spam with better targeting. The fix is behavioral triggers, not better copy.
Read the postIf Picks and Shovels had one more chapter: marketing to AI agents
I published the book in 2025. If I were adding one chapter today, it would be called Marketing to AI Agents. Here are the three ideas I would put inside it.
Read the postWhen communities become toxic
The Olympics remind us that fierce competition and mutual respect can coexist. Somewhere along the way, tech forgot that.
Read the postAPI marketing strategy: how to promote your developer platform
APIs are products, and they need marketing. But API marketing differs from traditional product marketing in important ways. Here's how to build a strategy that drives developer adoption.
Read the postOpen source landing page templates you can actually program
Every landing page builder is drag-and-drop. None of them have APIs. So I built templates that are just TypeScript configuration objects.
Read the postDeveloper content strategy: creating content developers actually read
Most developer content gets ignored. Here's how to create content that cuts through the noise, earns developer trust, and actually drives product adoption.
Read the postAgent Skills for developer marketing: Picks and Shovels in your AI workflow
I turned my book on developer marketing into Agent Skills. Now Claude can apply the frameworks directly to your product launches, positioning, and GTM strategy.
Read the postDeveloper marketing vs traditional B2B marketing: 7 critical differences
Developer marketing isn't just B2B marketing for a technical audience. It's fundamentally different in approach, tactics, and mindset. Here are the seven differences that matter most.
Read the postWhat is DevRel? The complete guide to developer relations
Developer relations is one of the fastest-growing functions in tech, yet one of the least understood. This guide explains what DevRel is, what it isn't, and how to build effective programs.
Read the postThe indie developer's guide to getting your first users
You built something. Now what? A practical guide to getting your first users, then your first hundred, then your first thousand. No marketing degree required. Just tactics that actually work for indie developers.
Read the post10 developer marketing best practices for 2026
Developer marketing continues to evolve. Here are the ten practices that separate successful developer marketing programs from the rest in 2026.
Read the postDeveloper marketing for startups: the no-budget playbook
You don't need a big budget to market effectively to developers. Here's how early-stage startups can build awareness, drive adoption, and compete with well-funded competitors.
Read the postThe 5 best developer marketing books in 2026
A guide to the essential books for developer marketing and developer relations professionals. From foundational texts to the latest strategies for the AI era.
Read the postThe complete developer marketing guide (2026 edition)
Everything you need to know about marketing to developers in 2026. From positioning and messaging to content strategy and measurement, this is the definitive guide for anyone building developer-focused products.
Read the postHow to measure developer marketing ROI
Measuring developer marketing is notoriously difficult. Long buying cycles, word-of-mouth influence, and indirect attribution make traditional metrics incomplete. Here's how to build a measurement framework that actually works.
Read the postWhat exactly is the product?
As PMMs, our job is not to sell features. Our job is to sell the complete experience. Every touchpoint. Every workflow. Every moment of friction. If any piece of the customer journey sucks, the whole product sucks.
Read the postWhen 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.
Read the postCrisis 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.
Read the postAligning Developer Marketing with Product
Developer marketing and product teams must work in lockstep to ensure consistent messaging, adoption, and growth. Unlike traditional marketing, developer marketing must be deeply embedded in the product lifecycle to support bottom-up adoption.
Read the postJust 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 o...
Read the postBuilding 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 excell...
Read the postHow to write a great developer case study
The Developer Q&A: case studies that developers don't hate
Read the postHow to run ads for a developer-focused business
The old axiom that "ads don't work on developers" isn't true.
Read the postWhy you need a training program
Depending on the nature of your developer-focused cloud company, you may have any number of these problems: * You have an open-source version of your cloud product and have no idea who your open-sou...
Read the postThe 12 types of content that work for developers
I write a lot about content. I've provided a few tips on how to create content, a process for producing content within your Developer Relations team (hint: it's not just Developer Advocates writing st...
Read the postThe power of storytelling in developer marketing
Gather 'round, and let's tell some stories. I've written posts about what the various functions in developer relations do. I've also written some practical posts about the mechanics of running events,...
Read the postHow to build an amazing developer community, from scratch!
If I had a dollar every time an exec or CEO asked me to "build a developer community," I'd have a lifetime supply of dollar bills and a headache from rolling my eyes. Not to contradict the title of my...
Read the postSeven tips for building your content strategy
I am often asked by founders and DevRel leaders where they should focus their content efforts. I've done this work countless times at numerous companies, big and small. Take it from me. Here are seven t...
Read the postDigital marketing for product-led growth (PLG) developer products
Product-led growth (PLG) enables you to focus your entire customer-facing SaaS business on a common goal: get people to sign up for your product. Once someone has signed up for your product, then a sa...
Read the postWhat does Product Marketing do?
The ringleaders of the circus
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