Picks and Shovels: tech marketing for the AI era.
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Positioning. Category creation. Multi-touch attribution. Share of voice. If you came from engineering or sales, the language of marketing sounds like a foreign language. Here is a practical go-to-market glossary, and why understanding these terms makes you better at your job.
Read the postYour AEs can generate their own battlecards now. That is the problem, not the solution.
Read the postAPIs 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 postDeveloper 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 postYou 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 postEverything 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 postPractical frameworks and templates for developer marketing. Positioning documents, launch plans, content strategies, and more, all ready to adapt for your products.
Read the postDeveloper 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 postAccount-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 postThe old axiom that "ads don't work on developers" isn't true.
Read the postMany 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, ...
Read the postPlus, seven tactics to implement solution marketing on your team.
Read the postSales Enablement is the goals/metrics, content, and accountability measures put in place to ensure that your sales team is armed with everything they need to most effectively do their jobs. In this po...
Read the postYou've built your market requirements document and your growth plan. Now you need to build your go-to-market plan. What elements go into a solid go-to-market plan? I am a big fan of the "write it down...
Read the postThere are multiple ways to monetize an open-source product. Let's talk about a few of them here. One important thing to keep in mind is that these aren't mutually exclusive: any company can employ one...
Read the postProduct-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 postThe MRD is the principle product strategy document. It is primarily accompanied by the Product Requirements Document (PRD). Sometimes, companies skip the MRD and PRD and go straight to listing out fea...
Read the postIn our industry, we launch products constantly. When we're in the daily soup of running our business, we lose sight of the fact that 99% of our target developers don't give one iota of a damn about ou...
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