AMA: Orkes Head of Marketing, Amit Bhojraj on Developer Product Marketing

Developer product marketing does not change once you start targeting enterprise buyers. In my view, you "bolt -on" the enterprise motion on top of your DevRel motions. Product Marketing takes an active role in going after the enterprise buyer while DevRel continues engaging with the Developer persona. Product marketing is the function that gets bolted on in your GTM motion.

Email is the best option. If you have a developer community on Slack, messaging directly in the community could also work. We limit our emails to one monthly message focusing on significant product updates and customer testimonials. Other channels to explore would be developer newsletters such as TLDR, Daring Fireball etc.

You don't market to them as buyers—it is as simple as that. Instead, focus on content Developers care about, primarily middle-of-funnel blogs and documents. For your buyer persona, activate product marketing and create content that aligns with what the buyer cares about, such as use cases, TCO, and other topics.

Content is king in the world of Developer Marketing. However, the content you create should be content developers will enjoy reading, so you need developers on your team who love writing. I call this role the "Content engineer". Find devs who love writing, and you can start your developer marketing program. Content can also take the form of videos and YouTube shorts; we are seeing some traction with this motion. Layer in meetups and other programs, and you have a developer marketing program.