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How do you build a developer GTM strategy?

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Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerSeptember 28

You can't think of developer GTM as just another channel you can tack on to an existing GTM motion, like paid social or sponsorships. Developer GTM needs to be an integral component of the company's strategy, with product, engineering, and sales all aligned towards making it successful. It requires hiring a different breed of marketer, specifically developers-turned-marketers, to operate. I think its also a lot easier to build this function during the early stages of your GTM journey to make cross-functonal alignnment easier. 

A developer GTM strategy requires a strong content and community focus. For some companies, especially those that come from open-source projects, the community focus is programmed into their DNA. They need to focus on hiring the right developer marketing team to produce content the community will find helpful. Marketing to developers looks more like education than marketing. Building content, reference implementations, and tools to make developers' lives easier should be the goal. 

But you also need to think about what happens after a developer signs up for your product. There needs to be a well-defined plan to nuture them over time or introduce them to a sales rep to discuss their use case in more detail if they have plans to use it in production. The nature of sales changes too, becoming more solutions-oriented and consultative. 

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