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 postAI agents can read your docs, evaluate your capabilities, and match you to customer needs without a positioning statement. So does positioning still matter? The answer changed my thinking.
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 postWriting keynotes for executives isn't just about crafting compelling narratives. It's about translating strategic positioning into a story that connects with thousands of people who didn't choose to be there.
Read the postMarketing 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.
Read the postProduct naming can be one of the most infuriating and most creative exercises one can go through in a company. As a Developer Product Marketing Manager, you are the ringleader of the circus, but you a...
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