AMA: Sauce Labs Group Manager, Product Marketing, Madison Springgate on Developer Product Marketing

Building a developer GTM strategy is all about understanding and connecting with developers on their terms. I start with deep research to uncover the pain points they face and the tools they’re already using. It’s critical to make sure our product seamlessly integrates into their existing workflows, so it feels like a natural extension rather than something they have to learn from scratch. At Sauce Labs, we’re fortunate to have an amazing DevRel team with industry-leading contributors to Selenium and Appium. I collaborate closely with them to create community-driven content and events—whether it’s technical blogs, open-source projects, or an engaged presence on platforms like GitHub and YouTube. We also prioritize hands-on experiences, like interactive demos or sandbox environments, because developers need to experience the product firsthand, not just hear about it.

Authenticity Developers have a keen eye for marketing fluff. They really value straight talk - so get to the point! What does your product do, how it works, and why it’s better. No hype, just facts. Robust Docs This can’t be overstated! Developers rely on clear, comprehensive, and accessible docs. It’s often their first point of contact with your product, so it needs to be readily available (think SEO) and provide clear answers. Community Engagement Developers thrive in communities. I really believe that having an active, helpful community around the product is critical - I have seen this work well through forums, GitHub, and community events.

It may feel obvious but the main difference is that developers are much more self-reliant and want to get their hands dirty. They’re typically less interested in traditional marketing tactics and more in practical, no-nonsense content - think code samples, SDKs, and detailed docs. For a successful developer GTM, I recommend focusing on enabling self-service trials and adoption. At Twilio, we saw great success with users starting on free trials and self-serve options, then organically growing their usage as they got more comfortable with the product. This hands-on approach often turns developers into lifelong champions who bring the product to every company they work with.

The biggest lesson that I have learned leading technical product marketing, is that developers value trust and transparency above all else. It’s better to let the product speak for itself, and encourage developers to play around with it and explore on their own. I’ve also found that developers want to be part of the process, not just end-users. Involving them early, whether through beta programs or open-source projects, not only builds stronger relationships but also leads to better products. By treating developers as partners rather than just customers, you create a loyal community that advocates for your product.