The 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.
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Product Marketing
Articles and guides about Product Marketing
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The language of engineering
Repos. CI/CD. Tech debt. P99 latency. If you work alongside engineers but came from marketing or DevRel, their vocabulary can feel like a foreign language. Here is a practical glossary of engineering terms, and why understanding them makes you better at your job.
Read the postThe language of marketing
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 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 postSales enablement with AI
Your AEs can generate their own battlecards now. That is the problem, not the solution.
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 postThe WBR survival guide
You just got invited to your first Weekly Business Review. Executives are talking about variance, control limits, and leading indicators. Here's how to follow along, contribute meaningfully, and not embarrass yourself.
Read the postThe language of sales
Pipeline. ACV. NDR. Bookings versus revenue. If you came from a technical background, sales vocabulary sounds like a foreign language. Here is a practical go-to-market glossary, and why understanding these metrics makes you better at your job.
Read the postDoes positioning still matter?
AI 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 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 postMastering the PMM interview
PMM interviews are brutal. 400+ applicants per role, months of searching, and high-stakes presentations. Here's how to prepare for interviews at startups, scale-ups, and FAANG.
Read the postDeveloper marketing frameworks and templates you can steal
Practical frameworks and templates for developer marketing. Positioning documents, launch plans, content strategies, and more, all ready to adapt for your products.
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 postHow I use Claude to automate developer marketing (and how you can too)
I built a system that turns the marketing frameworks I wrote about in my book into Claude-powered tools. Now I generate in minutes what used to take hours. The output follows the same frameworks I've refined over years of practice. And I can focus on strategy instead of execution.
Read the postYour CEO Will Hate Your Keynote (And Here's How to Survive It)
Writing 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 postMy 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.
Read the postPositioning 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.
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 postThe 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.
Read the postHow 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, ...
Read the postWhat is solution marketing and why should you care?
Plus, seven tactics to implement solution marketing on your team.
Read the postSeven steps to get great customer feedback
Staying close to your customers and routinely obtaining quality, actionable feedback is essential oxygen for your business. Everyone in the organization is responsible for constantly listening to cust...
Read the postHow to build an effective sales enablement strategy for early-stage startups
Sales 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 postHow to write a go-to-market plan
You'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 postHow to write a Market Requirements Document (MRD)
The 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 postWhat does Product Marketing do?
The ringleaders of the circus
Read the postThree steps to a perfect product name
Product 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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