Dev-first marketing: lessons from brands developers actually like

Marketing to developers is different. Here’s why - and how to do it right:

• Developers are skeptical of marketing: They prefer educational content, free trials, and transparent pricing over flashy ads.
• They value technical precision: Detailed documentation, code examples, and technical guides are essential.
• Trust is everything: Developers are loyal once you earn their trust through transparency, community engagement, and solving real problems.
• Community matters: Developers rely on peer recommendations and active participation in forums, open-source projects, and events.
• Targeted content works: Segment developers by their tools, experience, and industry to create relevant messaging.

Quick Tips for Success:

1. Provide free trials and sandbox environments.
2. Create accurate, well-indexed documentation.
3. Solve real technical problems with your content.
4. Engage with developers in their communities.
5. Use clear, honest messaging that focuses on their workflows.

Developers want tools that solve their problems, not marketing fluff. Focus on value, clarity, and trust to connect with them effectively.

The Ultimate Guide to Developer Marketing | Lee Robinson (Vercel)

Key Elements of Developer Marketing

Effective developer marketing thrives on addressing real challenges, establishing technical trust, and actively engaging with developer communities.

Solving Real Developer Problems

The heart of developer marketing lies in tackling actual technical issues rather than merely promoting features.

"People just don't get what marketing is. People think it is just pushy pop-ups, fluffy copy, and irrelevant ads. I think this is our fault, marketers. We did this to ourselves." - Jakub Czakon

To resonate with developers, focus on creating technical content that solves specific problems. For instance, Confluent's developer platform generates half of its traffic through targeted technical resources that help developers manage real-time data streams:

By focusing on real-world challenges, you not only demonstrate your product's value but also build a connection with developers who see your content as genuinely helpful.

Building Technical Credibility

Developers trust companies that demonstrate technical expertise and transparency.

"Well-indexed, example-filled, hyperlink-saturated documentation is evidence that my team won't have to struggle to use your tool. If you show docs only to paying customers, you're effectively saying 'trust me, it's really easy to work with.'" - Matt Hackett, Former VP Engineering at Tumblr

To build this trust, ensure your technical resources check these boxes:

• Thorough and up-to-date documentation: Developers need clear, detailed guidance.
• Expert-driven content: Involve technical specialists to maintain accuracy.
• Transparent product details: Outline what your product can and cannot do.

When developers see these elements, they feel confident in your product's reliability, making them more likely to engage further.

Contributing to Developer Communities

Active participation in developer communities strengthens your presence and builds lasting relationships.

Here are some ways to contribute meaningfully:

Take Confluent as an example. They host a Slack channel with over 40,000 members, where developers collaborate, exchange ideas, and get direct support. This kind of engagement cements your reputation as a trusted resource within the developer community, setting the stage for more targeted marketing efforts down the line.

Success Stories in Developer Marketing

Examining how top tech companies connect with developers reveals how strategic initiatives can drive engagement and loyalty.

MongoDB's Developer Education Program

MongoDB stands out by prioritizing accessible education for developers. Through MongoDB University, they’ve created a platform that combines video lectures, hands-on labs, language-specific courses, and certification programs. This structured approach simplifies learning about database technology, making it approachable for developers at all levels. By offering these free resources, MongoDB not only educates but also encourages the adoption of its tools, seamlessly integrating into developer workflows.

GitHub's Developer Tools Integration

GitHub has built an ecosystem of tools designed to make developers' lives easier by minimizing disruptions and boosting productivity. Their marketplace strategy is all about eliminating unnecessary context switching. Here are a few standout integrations:

• Visual Studio/VS Code Integration: Developers can manage repositories directly within their IDE, avoiding the need to jump between applications.
• Project Management Integration: With Jira Cloud, commits are automatically linked to issues, bridging the gap between coding and project tracking.
• Team Communication: Slack integration keeps teams updated with real-time GitHub activity, so developers can stay in the loop without leaving their communication platform.

These integrations, paired with an API-first approach, emphasize GitHub’s commitment to putting developer needs front and center.

Twilio's API-First Strategy

Twilio’s journey from 900,000 developers in 2016 to 10 million by 2020 showcases the power of an API-first mindset. Their success lies in offering tools that are practical and easy for developers to use right out of the box.

"Putting a new tool in the toolkit of the world's developers", with the eventual result being that when developers encounter a problem, they have a response: "Aha! I know how to do that. Page Twilio."
– Jeff Lawson, Founder and CEO of Twilio

This focus on immediate utility has delivered impressive results:

One pivotal moment in Twilio’s history came in 2008 when Jeff Lawson live-coded an app using Twilio’s API during a pitch to venture capitalist Fred Wilson. In just minutes, he demonstrated how to place a call using five APIs, securing vital investment and showcasing the immediate value of their product.

Twilio’s story underscores a key takeaway: developers gravitate toward products that are straightforward, effective, and well-documented. By prioritizing functionality over flashy marketing, Twilio has built a platform that developers trust and rely on. This approach highlights the importance of empowering developers with tools that solve real problems.

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Building Developer Marketing Campaigns

Creating successful developer marketing campaigns hinges on trust and credibility. By targeting the right audience and using proven engagement strategies, you can connect with developers effectively.

Developer Audience Types

To reach developers effectively, it's crucial to segment them based on specific characteristics. Here are four key filters to consider:

Once you've identified your audience, focus on validating your campaign content through rigorous testing.

Content Testing Methods

Testing your content ensures it's relevant, clear, and engaging. Here are three effective methods:

1. Technical Documentation Testing
   • Make sure your documentation is accurate, easy to understand, and useful right away.
   • Example: Influxdata cut support tickets by 40% while boosting community engagement by refining their technical documentation.
2. Community Feedback Loops
   • Use tools like surveys, beta testing programs, and advocacy initiatives to gather direct feedback from developers.
   • Establish clear channels for ongoing input.
3. Engagement Metrics Analysis
   • Track key metrics like:
     • Time spent on documentation
     • Code sample usage
     • Community contributions
     • Reduction in support tickets
   • These metrics can highlight areas for improvement and measure success.

After testing, the next step is to streamline the onboarding process to convert engaged developers.

Simplifying Sign-up Process

A smooth and user-friendly sign-up process is critical to turning interest into action. Here’s how you can make it seamless:

"The golden rule for sign-ups is that familiar patterns yield the highest conversion".

Implementation Tips:

• Make "Sign up with Google" the default option - over 65% of users prefer it.
• Stick to familiar sign-up patterns to reduce confusion.
• Delay asking for extra details until absolutely necessary.
• Offer multiple authentication methods but keep Google sign-in front and center.

Marketing with daily.dev Ads

daily.dev Ads builds on its reputation for trust and technical expertise to deliver targeted advertising solutions specifically designed for developers.

Targeting Options in daily.dev Ads

daily.dev Ads takes a focused approach to audience segmentation, ensuring your message reaches the right developers based on their technical preferences and expertise:

Creating Ads for daily.dev

To resonate with developers, your ads must be technically accurate and offer clear, practical value. Here's how to structure them effectively:

1. Technical Accuracy Developers value precision. Your ad should address specific challenges they face and highlight measurable benefits. Avoid vague claims and focus on real-world improvements, like "reducing deployment time by 50%."
2. Value Proposition Craft your message around these key elements:

   Content Element	Purpose	Example
   Problem Statement	Pinpoint a challenge developers face	"Struggling to manage microservices across multiple clouds?"
   Solution Focus	Present the immediate value your product offers	"Simplify operations with a single dashboard for all cloud services."
   Technical Proof	Back up your claims with evidence	"Built-in support for Kubernetes, Docker, and serverless architectures."

3. Visual Elements Developers are drawn to clarity and relevance. Incorporate visuals that support your message:
   • Include code snippets to showcase functionality.
   • Use architecture diagrams to explain complex solutions.
   • Highlight performance metrics with straightforward data visualizations.

Measuring Campaign Results

Once your ads are live, tracking performance is critical to refining your strategy. Focus on these metrics to gauge success:

• Click-Through Rate (CTR): Indicates how engaging your ad is.
• Time on Documentation: Measures how deeply users explore your content.
• Trial Activations: Shows how many developers are interested enough to take the next step.
• Technical Adoption: Tracks long-term usage and integration of your product.

Conclusion

Main Principles Review

Successful developer marketing hinges on three core elements: technical credibility, genuine engagement, and delivering practical value. The best companies step away from old-school promotional tactics, instead focusing on solving real technical challenges and fostering strong connections within developer communities.

Here’s how the most effective strategies compare to traditional approaches:

These principles lay the foundation for practical next steps.

Next Steps Guide

To refine your developer marketing strategy, consider these actionable steps:

• Develop Technical Resources
  Create accurate, up-to-date documentation and tutorials that address developers' real-world challenges.
• Engage with Developer Communities
  Be present in forums, contribute to open-source projects, and organize technical workshops. For example, Snowflake excels at this by hosting peer-learning events that prioritize transparency and technical depth.
• Track Meaningful Metrics
  Focus on engagement metrics that provide insights into developer interactions, such as:
  • Documentation usage
  • API adoption
  • Community activity
  • Downloads of technical resources
  • Quality and relevance of developer feedback

Using daily.dev Ads Effectively

With these strategies in place, daily.dev Ads offers a focused platform to connect with developers. To maximize impact, craft ads that:

• Highlight measurable, real-world benefits
• Provide examples of practical implementation
• Maintain technical accuracy and depth

Developers appreciate substance over flash. Your marketing should prioritize utility and transparency, presenting your product’s strengths and limitations honestly. This developer-first mindset ties back to the core ideas of this article, emphasizing the importance of technical depth and genuine engagement in marketing.

FAQs

How can brands effectively build trust with developer communities?

To earn trust within developer communities, brands need to prioritize authentic relationships and deliver meaningful value. One way to do this is by offering early access to product roadmaps and beta features, maintaining open and transparent communication, and clearly outlining steps during any transitions or updates.

Another effective approach is creating developer advisory boards, which give developers a voice in shaping products. Hosting small, focused meetups can also help build stronger connections. Providing multiple, accessible support channels ensures developers feel heard and supported. Ultimately, consistently standing up for developers and demonstrating dependability will pave the way for stronger, long-term relationships.

How can companies create technical content that solves real challenges developers face?

To produce technical content that truly resonates with developers, companies need to start by diving into their audience's world - understanding their challenges, daily workflows, and specific pain points. The goal? Deliver practical, actionable solutions that address the real problems developers face.

The best content often includes step-by-step guides, code snippets, and relatable examples that are straightforward and easy to implement. Keep things clear and structured, making the information simple to navigate. And remember, speaking in a tone that feels approachable and developer-focused - without sounding overly promotional - can go a long way in building trust and keeping your audience engaged.

What are the best ways to connect with developers on the platforms and communities they prefer?

To build meaningful connections with developers, it's crucial to first understand their specific needs and break your audience into distinct groups. Focus on creating content that genuinely helps, addressing real challenges they face while improving their overall experience. Developers value honesty, so make sure to prioritize their developer experience (DX) by ensuring every interaction is smooth and worthwhile.

Get involved directly in developer communities - whether on forums, social media platforms, or niche online groups - and offer valuable insights instead of pushing promotions. Sharing educational materials like step-by-step tutorials or open-source tools can go a long way in earning trust and respect. Partnering with well-known figures in the developer world can also help amplify your message and establish authentic connections.

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