Developers don’t care about features - they care about use cases

Developers prioritize solving problems over flashy features. They want tools that address their specific challenges, not just a list of capabilities. When evaluating software, developers focus on:

Use Cases: Clear, real-world examples of how a tool solves problems.
Transparency: Honest documentation and practical resources like tutorials and code samples.
Trust: Avoiding aggressive marketing and focusing on building credibility.

For example, companies like Stripe and MongoDB succeed by showing practical applications of their tools instead of relying on feature lists. If you want to engage developers, focus on their pain points and demonstrate how your product fits into their workflow. Developers care about results, not just features.

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

Vercel

How Use Cases Drive Developer Decisions

For developers, a use case isn’t just jargon - it’s the connection between abstract features and the real-world problems they’re trying to solve. It’s what ensures that the tools they use actually address their needs.

What Use Cases Mean to Developers

To grasp why use cases matter to developers, it’s important to understand what they truly represent. A use case isn’t just a list of features; it’s a focused explanation of how someone interacts with a system to achieve a specific goal. These descriptions turn vague requirements into actionable, testable functions, keeping development efforts aligned with user needs. Essentially, use cases tell a story - how the system will be used and the value it provides. This shared framework helps teams and stakeholders stay on the same page throughout a project.

Dr. Ivar Jacobson and Ian Spence sum it up well:

"A use case is all the ways of using a system to achieve a particular goal for a particular user. Taken together the set of all the use cases gives you all of the useful ways to use the system, and illustrates the value that it will provide".

This clarity shows how focusing on practical applications can lead to more effective solutions.

Examples of Use-Case Marketing Success

Real-world examples highlight how this approach works in practice. Several companies have thrived by prioritizing use cases over feature lists.

Stripe tackled the challenge of complicated online payment systems by offering developers an integration process that required just seven lines of code. The Collison brothers, Stripe’s founders, even introduced what Y Combinator calls the "Collison installation" - personally setting up potential users on the spot.

MongoDB created its Developer Center to serve as a one-stop resource, organizing content by programming language and providing tutorials, code snippets, and integration guides that developers could use immediately. Redis took a similar approach, offering free courses on database basics and advanced topics, while also launching a Discord channel where users could connect for practical advice. Dremio established Dremio University, offering free online courses tailored to the data analytics community and showing a deep understanding of how developers work. Twilio built a comprehensive developer zone that combined documentation, community resources, sample code, hands-on courses, and live API status updates in one centralized location.

These companies succeeded because they understand that developers are naturally skeptical of traditional marketing. Developers want detailed, accurate information about how a product solves real problems - not generic promotional content. The most effective strategies focus on delivering quality, relevance, and solutions that resonate with developers’ priorities.

Connecting Developer Problems to Use Cases

Bridging the gap between developer pain points and practical solutions starts with understanding the challenges they face daily. This process transforms technical features into relatable, impactful stories that address real-world needs.

Finding Developer Pain Points

To truly understand what frustrates developers, it's crucial to meet them where they share their struggles. Platforms like Stack Overflow, GitHub issues, and developer forums are goldmines of unfiltered insights into their everyday challenges.

For example, 75% of developer marketers report that selecting the right tools is a significant hurdle. Additionally, 68.7% cite keeping up with rapid technological changes as a major challenge, while 50% highlight a lack of resources as a persistent issue.

Louise Ogilvy from Develocity sums up what developers are really looking for:

"Creating a developer-friendly environment isn't about perks, it's about principles. It's about respect, trust, and empowerment. It's about giving developers the tools, the autonomy, and the support they need to do what they do best: build amazing things".

While surveys and statistics offer valuable data, direct engagement often uncovers deeper insights. Sending targeted surveys or asking for specific feedback helps identify nuanced issues that broader research might overlook. Building or participating in developer communities also provides ongoing access to real-time challenges and evolving frustrations.

These insights are the foundation for turning features into meaningful solutions.

Converting Features into Problem-Solving Stories

Once you’ve identified the pain points, the next step is to translate technical features into practical, problem-solving narratives. Focus on outcomes rather than technical jargon. For instance, instead of describing a feature as "Add an index to the accounts table", frame it as "Improve search performance for account names". This shift emphasizes the real-world value of the feature.

In today’s competitive software landscape, aligning your product messaging with actual developer challenges is key to boosting engagement and conversion rates. This requires understanding not just what developers do, but why they do it and the obstacles they face along the way.

A great way to structure this messaging is the Problem-Solution-Result framework:

Problem: "API integration can take days and cause inconsistent data."
Solution: "Our unified API platform offers seamless integration with pre-built connectors."
Result: "Reduce integration time by 75%, accelerating your development cycle".

This method resonates because it mirrors how developers naturally think - identifying a challenge, considering solutions, and measuring success through tangible results. Marketing that follows this logical progression feels genuine and relevant.

The best results come from collaboration between marketing experts and product or engineering teams. This partnership ensures technical accuracy while keeping the focus on real-world applications. Different developer roles - whether front-end developers, DevOps engineers, data scientists, or mobile developers - face unique challenges that require tailored messaging.

Accuracy and clarity are top priorities for developers. They can quickly spot marketing fluff or technical inaccuracies, which can erode trust. Instead of simply listing technical capabilities, highlight how those capabilities translate into meaningful, user-focused outcomes. Always frame your messaging around what developers can achieve, not just the mechanics of how it works.

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Creating Use-Case-Focused Campaigns

Design campaigns that revolve around practical use cases, turning complex technical details into relatable stories that address everyday challenges developers face. This approach aligns with what developers value most: real solutions over feature-heavy lists.

Steps to Create Use-Case Content

To craft effective use-case content, start by identifying the ultimate goal and work backward from there. Silvia Kiely Frucci, Senior Product Marketing Manager at Wilmington Healthcare, puts it this way:

"When you're building the use case, start from the main benefit you want to provide the customer. After you've established 'this is how we do it', 'this is how we get there', imagine the process as a ladder; each step will take you closer to your final objective - so, to clarify, start from the end, and work backward".

This reverse-engineering method ensures your focus stays on outcomes rather than bogging down in technical specifics. Begin by pinpointing the problem your product solves, then map out the journey from that problem to a clear, measurable solution.

Start with research. Before you dive into writing, conduct thorough research to understand your audience. Where do developers spend their time? What challenges do they face? Use tools like surveys or questionnaires to gather actionable insights.
Make scenarios relatable. Build use cases that mirror real-world challenges developers encounter. For example, instead of saying, "our API speeds up development", paint a picture: a developer racing to integrate payment processing before a mobile app's launch. Show how your solution fits seamlessly into their workflow.
Adapt to development stages. Tailor your content to align with different phases of the development cycle - whether it's planning, building, deploying, or maintaining. This ensures your messaging stays relevant and actionable.
Focus on accuracy. Developers value precision. Set realistic expectations, verify technical details with your engineering team, and seek client reviews before publishing. Missteps here can hurt your credibility.

Once your use-case content is polished, the next step is to share it in places where developers are already engaged.

Using Use Cases in Developer Marketing Channels

Creating great use-case content is only half the battle. The other half? Delivering it through channels developers trust. The key is to meet developers where they are and adapt your content to suit each platform’s style and audience.

Documentation and API portals: These are often the first stop for developers evaluating your product. Go beyond listing API endpoints - show how to implement practical scenarios like subscription billing or marketplace payments.
Developer communities and forums: Engage authentically in spaces where developers gather. Share helpful use-case examples without pushing promotional content. This builds trust and positions you as a valuable resource.
Educational platforms: Tutorials, how-to guides, and technical talks can bring your use cases to life. Platforms like Microsoft Learn integrate real-world scenarios into their training, making complex tools easier to understand while encouraging adoption.
Advertising on developer-specific platforms: Channels like daily.dev Ads allow you to target over 1 million developers in a professional, trusted environment. Here, campaigns can focus on solving specific challenges rather than listing features. You can even refine targeting by programming language, tools, or experience level.
Interactive demos and code samples: Let developers experience your solution firsthand. Interactive demos they can tweak and test remove barriers to trying your product and make your use cases tangible.
Industry events and conferences: These offer face-to-face opportunities to showcase your use cases through talks, workshops, or live demos. Focus on educating and problem-solving rather than pitching - developers attend these events to learn, so frame your content accordingly.

A successful campaign ensures consistent use-case content across all these channels. Optimize it for keywords developers search for and promote it further through newsletters and social media.

Measuring Use-Case Campaign Performance

Measuring how your campaigns perform is crucial to ensure your messaging continues to address the real pain points developers face. By tracking the right metrics, you can uncover what resonates with developers and refine your strategy. Teresa Garanhel, Editorial Lead at Developer Marketing Alliance, puts it perfectly:

"You have to measure both developer relations and developer marketing strategies, so that you can better understand what works for you and what doesn't".

The real challenge? Choosing metrics that reflect meaningful engagement rather than being distracted by vanity numbers that might look good on paper but don't deliver real insights. Let’s break down the metrics that truly matter.

Key Metrics for Use-Case Success

Developer campaigns require a deeper dive than just clicks or impressions. While those traditional metrics have their place, they often miss the nuances of how developers interact with your content. Here are some metrics that give a clearer picture:

Engagement Depth: Look at how much time developers spend with your documentation, whether they complete tutorials, or download code samples. These actions show genuine interest, not just casual browsing.
Integration Velocity: Track how quickly developers move from discovering your product to implementing it. Faster adoption often signals that your messaging is hitting the mark.
Community Participation: Monitor activity on forums, GitHub issues, or Stack Overflow. When developers engage in discussions or ask questions, it indicates your scenarios are sparking curiosity and exploration.
Developer Satisfaction: Use targeted surveys to understand how developers feel about your content - whether it’s relevant, easy to implement, or aligns with their expectations.

For context, Wordstream reports that the average Google ad conversion rate for computers and electronics is 3.16%. Developer-focused campaigns might take longer to convert due to the careful evaluation process developers undertake, but the conversions are often higher quality. Tracking trial-to-adoption rates can give you a sense of how committed developers are over time. Developers typically perform thorough evaluations before recommending tools to their teams, so following their journey from free trial to full adoption is critical.

Tools for Tracking Developer Engagement

Once you’ve identified the right metrics, the next step is finding the tools that can effectively capture those insights. A mix of quantitative and qualitative tools works best:

Behavioral Analytics: Tools like Mixpanel, Amplitude, and Segment help map how developers interact with your website or product, revealing patterns in usage and engagement.
Natural Language Processing (NLP): Platforms such as Google Cloud Natural Language, IBM Watson NLU, and Hugging Face transformers analyze unstructured feedback to uncover sentiment, intent, and recurring themes.
Community Analytics: Use platforms like Tribe or Discourse to track engagement in developer forums. These tools also help identify influential voices in your community.
Developer-Specific Surveys: Tools like Zigpoll offer surveys tailored to the tech industry, making it easier to collect feedback that’s relevant and actionable.
Heatmap Tools: Platforms like Hotjar visually map where developers focus their attention when interacting with your documentation. You can see what they skip, where they linger, and where they might encounter friction.

If your campaigns run on daily.dev Ads, their built-in analytics provide real-time tracking specifically designed for developer audiences.

Conclusion: Making the Switch to Use-Case Marketing

Shifting from a feature-focused approach to use-case-driven marketing aligns perfectly with how developers think and work. Developers thrive on clarity, structure, and solutions that address their real-world challenges. This shift isn't just a trend - it's backed by data and grounded in the way developers engage with content.

Developers analyze content with the same precision they apply to code. They look for consistency, relevance, and problem-solving value. As Adam Brock, Creative Director, puts it:

"Effective developer marketing prioritizes clarity, authenticity, and relevance over flashy aesthetics - and visual design plays a crucial role by signaling familiarity and credibility".

To meet these expectations, your messaging must focus on solving actual problems rather than simply listing features. Start by creating detailed developer personas that outline their goals, technical backgrounds, and skill levels. Use tools like surveys and social media analytics to understand their preferred platforms, language, and interests.

Speak their language by incorporating industry-specific terminology while steering clear of sales-heavy jargon. Developers want to be informed, empowered, and inspired - not sold to. When you attempt to "sell", you risk alienating them.

Offer content that educates and enables. This could include well-organized documentation, practical code samples, tutorials, and self-paced courses. Creating a dedicated developer zone with these resources ensures a seamless experience tailored to their needs.

Developers also trust their peers more than brands. Consider bringing developer advocates into your team. These advocates serve as the crucial link between your developer audience and your product team, building trust by empathizing with challenges and amplifying the voice of your developer community.

Finally, ensure your design resonates with developers' daily workflows. Use authentic API responses, real code samples, and developer-friendly design elements like syntax highlighting and grid layouts. Even small details, such as offering dark mode themes, can make your content feel familiar and relatable.

FAQs

Why do developers value use cases more than feature lists in marketing?

Developers tend to focus on use cases rather than feature lists because use cases demonstrate how a product tackles real challenges and integrates seamlessly into their workflows. While features can seem abstract, use cases provide concrete examples of how specific problems are addressed, making the product's benefits much clearer.

By presenting relatable scenarios, marketers can better connect with developers, showing how the product fits into their daily work. This approach not only enhances engagement but also builds trust, making developers more likely to adopt the product.

How can companies identify and solve developers' biggest challenges?

To truly understand and tackle the challenges developers face, start by connecting with them directly. Use surveys, interviews, or feedback sessions to gather insights into their experiences. This can reveal common issues like vague requirements, miscommunication, or a lack of proper documentation.

Take it a step further by examining how developers use your tools. Dive into usage data to spot patterns of frustration or inefficiencies. Once you've identified these pain points, focus on creating solutions that not only address their challenges but also fit seamlessly into their workflows. This approach not only solves problems but also fosters trust and shows developers you're invested in making their work easier.

How can I create marketing campaigns for developers that focus on real-world use cases?

To craft marketing campaigns that truly connect with developers, zero in on practical use cases and solutions to the challenges they face daily. Show how your product can make their lives easier by sharing real examples, case studies, or testimonials. Developers appreciate straightforward, no-frills communication, so keep your messaging clear, relatable, and focused on delivering real benefits.

Meet developers where they already spend their time - whether that’s forums, GitHub, Reddit, or similar platforms. Dive into their conversations to better understand their workflows and pain points. When creating campaigns, steer clear of overly complex jargon or feature-packed pitches. Instead, focus on how your product fits effortlessly into their existing processes and provides clear, measurable results.