What's different in GTM tactics for developers vs other audiences?

I wish it wasn't different, to be honest. If I say what people normally say here, like, "it's more honest, it's straight-forward, it gets right to the meat of it," I'm left thinking... Why don't we market that way to everyone? Why don't we create tiered experiences that let you get right to the details if you want, or float up high in the "business value." 

But, to be actually helpful here, I think developer marketing typically happens in a company with product-led-growth, which means you need to optimize for just trying the thing. Hook them on an understanding of why this thing will meaningfully improve their day-to-day, and then give them the narratives they need to sell it up the stack, if needed, later. Don't let anything get in the way of that trial experience, and that includes making onboarding too complex, introducing too many use cases, or not being clear about how to immediately share value.

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.

Developers look for easy and seamless onboarding, fast time to value, honest and authentic content and messaging with clear technical value propositions, street-cred about the product among their network of peer developers, and an existing thriving community of the product’s users. They don’t want to talk to a sales rep and would much rather see-try-buy the product themselves.

The go-to-market (GTM) tactics for developers may be different than those for other audiences, as developers have unique needs and preferences that must be taken into account when developing marketing and sales strategies.

Some of the key differences in GTM tactics for developers vs other audiences may include:

1. Developers are more likely to be interested in technical details and specifications, such as the product's architecture, integration capabilities, and APIs. As such, marketing materials and sales collateral for developers should include detailed technical information, and should be written in a way that is accessible to technical audiences.
2. Developers are more likely to be influenced by peer recommendations and online reviews, as they often rely on the feedback and experiences of other developers when evaluating products and services. As such, GTM tactics for developers should include strategies for generating positive reviews and building a strong online presence, such as hosting webinars, creating technical blog posts, or participating in online forums and communities.
3. Developers may be more likely to respond to incentives and rewards, such as free trial periods, discounts, or access to exclusive content or resources. As such, GTM tactics for developers should include offers and incentives that are designed to motivate developers to try the product and share their feedback with others.

Overall, effective GTM tactics for developers should be tailored to their unique needs and preferences, and should include a combination of technical information, peer recommendations, and incentives to drive adoption and engagement.