Picks and Shovels: tech marketing for the AI era.

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4 articles

Opinion

Articles and guides about Opinion

What is technical marketing?

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.

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Taste is the most valuable skill in marketing

Taste is the most valuable skill in marketing

AI commoditizes execution. Anyone can generate a blog post. The bottleneck is no longer production. It is judgment. The marketers who can evaluate, choose, and edit will win.

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Good marketing in the AI era

Good marketing in the AI era

Everyone thinks AI makes marketing cheaper. I think it makes the gap between great marketing and bad marketing permanent. I am willing to bet my career on this.

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When communities become toxic

When communities become toxic

The Olympics remind us that fierce competition and mutual respect can coexist. Somewhere along the way, tech forgot that.

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