Build great relationships with DevRel, re-evaluate your perception of what channels work or don't work from your previous experience (because developers do act differently than other personas), and pay a lot of attention to the end user. Yes you're focused on developers, and yes developers have unique needs and actions, but they are driven by users. So think about the user because that's where the developer wants to go, and if you can meet the developer where they are going, you can focus on the areas that will drive sustained health in your platform and yield usage and monetization impact for your developer audience. Oh and be prepared that internally you are often on an island and it's an uphill battle to win internal stakeholders, especially if you're in B2B, but the reward is worth it in the end.
At it's core: it's not different from B2B or B2C when you strip it down to the pillars of what makes for any successful marketing.
Understanding your audience:
Understanding your product's value proposition to the audience and how to communicate that to them, authentically.
Developers are humans, just like any marketing audience. We all have ramp time to understand a new segment and it's about making the same level of investment and curiosity to figure out how to connect with them.
Just as great marketing takes the same work, bad marketing comes from the same problems. Lack of authenticity leads to lack of trust and people tuning you out.