What are the channels/tactics that are fundamentally unique to developer marketing?

Documentation is probably the most popular example. It can be useful for learning how to set up a product, extend it via plugins or API integration, and understand how the software works. I tend to view docs as the developer equivalent to a marketing site. Make sure the docs are clear, easy to navigate, and helpful. The same principles as any other content you would create. Beyond docs, I think tutorial and guides are particularly helpful. Explaining how to get the most out of a product and how ...Read More

Devs really like to be shown as opposed to be told. Don’t create sales decks - instead, take to social media, build smaller feature videos based on each problem - devs don’t want to sit and read a 3 page blog post. Stick to visual things. Channels in no particular order: 1. Reddit is a gold mine but you cannot just pop in to reddit. I spent years building my reddit username karma by posting random non work articles, competitor content, industry content, answering questions not related to my comp ...Read More

Traditional marketing tactics with messaging that highlight what makes your product great simply won't do justice when targeting developers. Instead of "selling," think about how to educate your audience and reach them where they are (think - where do they spend most of their time to find information online?). Make it easy for them to understand what your product and its features do. Educational content can come in various forms such as: Up-to-date documentation Ungated content Access to demos a ...Read More

Just like any other channel marketing, developer marketing requires a fundamental understanding of the developer persona: what is their job, what does their day-to-day look like, what are their needs, goals, painpoints and so forth?  This also includes - "where" do developers spend their time.  Consider these activities as the short list:  - Slack channels/communities/forums - Gaming communities - Discord communities - Targeted social media communities and particularly on LinkedIn and Twitter (t ...Read More

As mentioned above, the overarching goal of the PMM team is likely the same everywhere (i.e. understanding your audience, messaging, sales enablement etc) developer marketing often involves unique channels and tactics due to the technical nature of the audience and the need to engage with developers effectively. Some channels/tactics I have found success in the past: Content : API/SDK documentations, how-to-guides/videos, best practices, AMAs with CTO/tech staff. Developer Communities and Forums ...Read More