Rewriting your GTM for technical buyers

Technical buyers - like developers and engineers - aren’t swayed by flashy marketing. Instead, they focus on data, proof, and self-directed exploration. Traditional go-to-market (GTM) strategies often miss the mark with this audience. To connect effectively, you need to teach, not sell, and provide technical depth and practical tools that align with their decision-making process.

Here’s what matters most when targeting technical buyers:

• They demand proof: Show performance metrics, case studies, and integration capabilities.
• Peer influence is key: 59% rely on peer recommendations; 55% trust expert reviews over ads.
• Self-service is critical: They prefer demos, documentation, and trials to evaluate independently.
• Tailored messaging works: Content should address their specific roles, challenges, and tech stack.
• Fast communication matters: 60% expect feedback within 10 minutes; asynchronous messaging is preferred.

To succeed, focus on creating data-driven content, engaging on platforms like daily.dev, and using frameworks like Account-Based Marketing (ABM) and Product-Led Growth (PLG). Tools like Demandbase, Bombora, and Clearbit can help refine your targeting.

Key takeaway: Shift from selling to enabling. Provide technical buyers with the tools, content, and trust they need to make informed decisions.

Selling to Developers: How to Build a Successful B2D Go-To-Market Strategy

How Technical Buyers Think and What They Want

Technical buyers approach purchasing decisions differently than traditional business buyers. Their mindset is analytical, prioritizing proof, transparency, and clear evidence before making choices. To effectively connect with this audience, it's essential to understand their unique decision-making process and craft go-to-market (GTM) strategies that align with their expectations.

What Makes Developers and Engineers Different as Buyers

Developers and engineers aren't just evaluating products - they're dissecting them. Unlike traditional buyers who might be influenced by polished presentations, technical buyers demand detailed proof and transparency. They want to know how a product works before they even consider adopting it.

Their decision-making blends logic and emotion. Rationally, they dive deep into product reviews, case studies, and recommendations from trusted peers. Emotionally, factors like FOMO (fear of missing out) and a desire for recognition within their technical communities also play a role.

Peer influence is a major factor in their research. About 59.35% of technical buyers rely on peer recommendations, while 59.84% prioritize pricing and ROI when making final decisions. Trusted reviews also carry weight, with 33.06% of buyers turning to these platforms to identify top solutions.

The search for new technology often stems from inefficiencies. Around 34.15% of respondents reported that inefficiencies in their current processes drove them to explore new tools. Technical buyers are natural problem-solvers, proactively seeking solutions to bottlenecks.

When it comes to content, they prefer hands-on formats. Video demos (35.48%) and case studies addressing similar challenges (31.82%) are particularly appealing. Additionally, 55.47% of buyers trust peer and expert recommendations over traditional marketing messages.

Using Company and Technology Data to Target Better

Given their analytical approach, technical buyers expect tailored messaging that aligns with their specific roles and challenges. Generic messaging is a red flag, signaling a lack of understanding of their unique needs.

Research shows that 33.33% of respondents find solutions most relevant when tailored to their job roles. This highlights the importance of crafting distinct messages for different technical roles.

Firmographic data - such as company size, industry, revenue, and location - helps contextualize their challenges. For example, a startup developer with limited resources will have vastly different needs than an enterprise engineer managing a large budget and established workflows. Technographic data, which provides insight into a company’s existing tech stack, allows you to highlight how your solution integrates with their tools, ensuring compatibility or smooth transitions.

Decision-making authority varies by role and experience. While 62% of respondents influence technology purchase decisions within their organizations, the final call often rests with senior leaders. Approximately 67% of CIOs, CTOs, and IT managers make the ultimate decision on tool selection and budget approval. While junior developers may play a role in evaluations, senior leaders hold the power to finalize purchases.

How US Technical Audiences Prefer to Communicate

US-based technical buyers have distinct communication preferences influenced by their work culture. They value directness, efficiency, and instant access to information, reflecting the broader American emphasis on time and results.

Speed and self-service are top priorities. A staggering 90% expect immediate responses, with 60% anticipating feedback within 10 minutes. Used to real-time feedback in their development environments, they expect vendors to operate with similar urgency.

Self-service options are equally important. Globally, 88% of customers expect brands to provide online self-service portals, and 91% would use a knowledge base if it met their needs. This allows technical buyers to explore documentation, test demos, and evaluate solutions independently before engaging with sales teams.

Digital communication aligns well with their workflow. Technical buyers prefer channels that are accessible and efficient. Messaging is particularly appealing due to its asynchronous nature, enabling them to respond at their convenience without disrupting their tasks. By 2025, messaging is expected to account for 61% of all communication channels.

When targeting US technical audiences, it’s crucial to use familiar conventions. Dates should follow the MM/DD/YYYY format, temperatures should be in Fahrenheit, and measurements should include both metric and imperial units when relevant. Currency should be displayed in USD with the dollar sign ($) preceding the amount. These small details contribute to a seamless, professional experience.

Automation also resonates positively with US technical audiences when it effectively addresses their needs. As Intercom noted:

"Customers view automation less as a nuisance, and more as a bona fide, personalized option for getting help with their issues." – Intercom

These preferences highlight the importance of GTM strategies that emphasize speed, self-service, and streamlined digital interactions tailored to their expectations.

Writing Messages That Technical Buyers Actually Read

Technical buyers are drawn to messaging that speaks directly to their unique concerns. To grab their attention, your communication needs to deliver clear, data-backed value. Let’s explore how to create messages that resonate with this audience.

Highlighting Technical Benefits That Matter

When it comes to technical buyers, flashy marketing talk won’t cut it. They’re focused on performance, reliability, integration capabilities, and scalability - the aspects that impact their work and future goals.

The first step? Understand their pain points. As B2B growth strategist Ton Dobbe puts it:

"It all comes down to understanding what your technical audience is struggling with. Ask 'What wakes them up at night?' And that question is chosen deliberately. Here's the thing: You need a thought-provoking question to get beyond the fog."

Performance metrics should take center stage in your messaging. Be specific. Instead of vague claims, say something like, "reduces API response time from 200ms to 50ms." These buyers want measurable improvements they can compare to their current setup.

Integration capabilities are another top priority. Developers need tools that fit seamlessly into their existing workflows. Highlight your product’s APIs, webhooks, and compatibility with popular platforms to show how it can simplify their processes.

Scalability is equally critical. Share clear data on load capacity, concurrent user limits, and uptime reliability. For example, saying "supports up to 10,000 concurrent connections with 99.9% uptime" provides the kind of technical proof they’re looking for. Show them your product is ready to grow alongside their needs.

Writing with the Right Level of Technical Detail

While it’s essential to highlight benefits, the technical details must also be digestible. Striking the right balance between technical precision and readability is key. Start with the high-level benefits before diving into specifics for those who need more depth. As B2B technology marketing expert Richard Hatheway notes:

"Technical audiences DO NOT like being marketed to, so they will immediately ignore any marketing message that is developed following a typical marketing playbook approach, meaning your product will be ignored."

Keep your content easy to scan by using headings, bullet points, and concise language. For example, a statement like "eliminates custom code, cutting development time by 40%" delivers value at a glance.

Visual aids like diagrams, flowcharts, or code snippets can also simplify complex ideas, particularly when explaining integrations or workflows. These tools make it easier for your audience to see how your solution fits into their systems.

Building Trust with Technical Proof

To win over technical buyers, you need to back up your claims with hard evidence. They rely on transparent, data-driven communication to assess a product’s reliability and effectiveness.

Start by sharing detailed technical specifications. Include information about security protocols, compliance certifications, and performance benchmarks. For instance, specifics like SOC 2 compliance, GDPR readiness, or AES-256 encryption carry far more weight than vague assurances of security.

Customer testimonials and case studies can also reinforce your credibility. Focus on stories that outline the technologies used, challenges addressed, and measurable results achieved. For example, a case study that walks through a real-world implementation - covering technical hurdles, deployment steps, and outcomes - provides the proof they need.

Finally, offer interactive demos and trial access. Letting technical buyers test your solution firsthand builds confidence. Be upfront about any limitations - honesty goes a long way in earning their trust.

Where to Advertise to Reach Developers Effectively

To effectively engage developers, your strategy needs to align with their habits and preferences. Developers are a unique audience - they tend to steer clear of traditional marketing channels and instead gravitate toward platforms that offer genuine value and respect their expertise. They operate in environments where learning and purchasing often overlap, making it crucial to integrate into these ecosystems rather than disrupt them. This approach is what sets successful developer marketing apart from campaigns that fail to connect.

Why daily.dev Ads Work Best for Developer Marketing

When it comes to reaching developers, daily.dev Ads is a standout platform. It seamlessly integrates into developers' natural content consumption habits, reaching over 1 million developers through native ad placements. These ads are designed to fit into their daily routines, ensuring your brand feels like a natural part of their ecosystem.

What makes daily.dev Ads particularly effective is their precision targeting. You can tailor your campaigns to reach developers based on their seniority, preferred programming languages, and the tools they use regularly. This ensures your ads resonate with the right audience. Plus, with real-time performance tracking, you can adjust your campaigns as needed to optimize results.

Another key advantage is the platform's trusted environment. Developers are more likely to engage with ads when they appear alongside technical content that they already value. This combination of relevance and trust significantly improves ad performance. daily.dev offers three main ad formats:

• In-feed ads: These appear naturally within the content stream.
• Post page ads: Positioned alongside relevant articles.
• Personalized digest ads: Delivered via targeted email communications.

Using these placements effectively can help you connect with developers in a way that feels both natural and impactful. The next step is crafting ad content that speaks directly to their technical interests.

How to Create Ads That Developers Will Click

To capture a developer's attention, your ads need to address their specific challenges and interests. The most effective ads use language that resonates with their technical expertise. For instance, referencing tools like Kubernetes or Docker in a DevOps-focused ad can immediately signal relevance to the right audience.

Advertising expert Robert W. Bly outlines four key objectives for ad copy:

"For copy to convince the consumer to buy the product, it must do four things: Get attention, Communicate, Persuade, Ask for a response".

Visual elements also play a critical role in boosting ad performance. Incorporate simplified product screenshots, workflow diagrams, or technical architecture visuals to highlight your solution. These visuals should align with your landing page design to create a cohesive experience.

Testing is essential - experiment with 3–4 ad variations to determine which messages and visuals resonate most with your audience. Use geographic and topical targeting to refine your reach. While the average click-through rate for developer-focused display ads is around 0.12%, well-crafted ads can achieve rates three times higher.

Keep your ads fresh by updating them quarterly. Include concise product descriptions, free trial offers, or competitive discounts to strengthen your value proposition. Once your ad content is optimized, focus on timing to align with developers' engagement patterns.

Timing Your Ads for Maximum Developer Engagement

Developers engage with content differently than traditional business audiences. They often browse technical content during breaks, before work, or while researching solutions. To maximize your impact, schedule your ads during these peak browsing times.

It's also important to consider the developer decision-making process. Unlike other buyers who may make quick decisions, developers typically conduct extensive research before recommending or adopting new tools. Maintaining a consistent campaign presence ensures your brand stays top-of-mind throughout their evaluation process.

Retargeting ads can dramatically improve conversions, with studies showing up to a 70% increase when done effectively. However, timing is critical. Avoid running major campaigns during developer conferences, as their focus will be on learning and networking. Similarly, be mindful of end-of-quarter budget cycles when planning your campaigns.

The key to success lies in continuous monitoring and adjustment. With daily.dev's real-time tracking, you can identify when your audience is most active and fine-tune your ad scheduling for maximum engagement. This data-driven approach ensures your ads reach developers at the right time, boosting both visibility and impact.

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Frameworks and Tools to Improve Your GTM Strategy

Crafting a successful go-to-market (GTM) strategy for technical buyers requires a blend of reliable frameworks and precise tools. Why does this matter? Companies with well-structured GTM strategies are 33% more likely to hit their revenue goals compared to those without one. When it comes to developers and engineers, who have unique evaluation processes, getting this right is even more critical.

By combining strategic frameworks with data-driven tools, you can pinpoint and engage high-value accounts effectively. This approach not only prioritizes prospects with strong conversion potential but also respects the technical buyer's preference for relevant, meaningful interactions. Let’s dive into the frameworks and tools that can refine your GTM strategy for technical audiences.

Using Account-Based Marketing and Product-Led Growth

Two standout frameworks for engaging technical buyers are Account-Based Marketing (ABM) and Product-Led Growth (PLG). Together, they create a powerful strategy for reaching developers and engineers.

• ABM zeroes in on high-value accounts with tailored campaigns. For technical buyers, this means crafting messages that align with their tech stack, specific challenges, and goals. Companies using ABM have reported a 171% increase in average annual contract value, with 72% of marketers saying it delivers the best ROI compared to other strategies.
• PLG puts the product front and center, encouraging adoption through free trials, freemium models, or self-service onboarding. This approach resonates with technical buyers who prefer hands-on evaluation.

The real game-changer is combining these frameworks. Take Datadog, for example. They analyze product usage data to identify popular features among specific sectors, then target companies in those sectors with personalized ABM campaigns. This creates a feedback loop where PLG insights guide ABM efforts, making the strategy even more effective.

These frameworks set the stage for selecting tools that can execute your GTM strategy with precision.

Tools for Finding and Prioritizing the Right Accounts

The right tools can significantly enhance your ability to connect with technical buyers. ABM platforms, intent data tools, and contact enrichment solutions each play a vital role in this process.

• Core ABM platforms like Demandbase, 6Sense, Terminus, and RollWorks help segment accounts, personalize campaigns, and track engagement across channels. For instance, Dialpad reduced deal closure time by 52% using RollWorks, while Pitchbook saw a 170% increase in opportunities through its ABM program.
• Intent data platforms such as Bombora and TechTarget provide insights into buyers' online behavior, helping you gauge purchase readiness. Cisco, for example, used TechTarget’s Priority Engine to identify active demand, achieving a 3x pipeline growth and a 50% shorter sales cycle. Similarly, Citrix boosted its MQL-to-SQL conversion rate by 40% and saw a 10x ROI using the same platform.
• Contact enrichment tools like Clearbit and ZoomInfo automatically gather detailed customer information. Gorgias leveraged Clearbit Advertising to generate $2M ARR in 11 months, while Productboard used ZoomInfo to create a $100K pipeline in just 60 days.

When choosing tools, prioritize those with strong analytics, seamless CRM integration, and multi-channel targeting capabilities. This ensures smooth collaboration between marketing and sales teams while meeting the high standards of technical buyers.

Comparing Tools with Charts and Tables

Here’s a breakdown of key tools and their strengths:

The choice between these tools depends on your specific needs. For instance, if you’re targeting enterprise developers with complex buying cycles, ABM offers the precision and personalization required. On the other hand, if your product is designed for broader appeal, PLG can drive faster adoption with lower acquisition costs.

"A go-to-market strategy is the bridge connecting a great product or service to its potential market success. It's the blueprint that ensures that a company's offering not only reaches its intended audience but also resonates with them, addressing their needs and challenges." – Ross Kernez, Forbes Councils Member

With 85% of businesses crediting their GTM strategy for driving revenue growth, success hinges on choosing the right mix of frameworks and tools. Start small, measure your outcomes, and expand your approach based on what works for your audience.

Tracking Results and Making Your GTM Strategy Better

When it comes to technical buyers, data-driven, hands-on engagement is non-negotiable. That’s why tracking and feedback play a critical role in fine-tuning your go-to-market (GTM) strategy. Companies that continuously monitor their GTM efforts are 30% more likely to succeed. Unlike traditional B2B audiences, technical buyers are meticulous. They dive deep into product specs, carefully evaluate options, and make decisions based on technical merit - not flashy ads. Because of this, your measurement strategy needs to be just as precise as your targeting. Focus on metrics that reflect meaningful engagement and high-quality conversions.

Metrics That Actually Matter for Technical Buyer Campaigns

Not all metrics are created equal. For technical buyers, you need to measure what truly counts - engagement depth, feature adoption, and conversion quality.

• Engagement depth: Go beyond tracking overall traffic. Look at how long users spend on documentation pages, how many code examples they explore, or whether they download SDKs or API documentation. Developers who engage deeply with your content are far more valuable than those who skim and leave.
• Feature adoption rates: If you offer free trials or freemium products, pay attention to which features users interact with most. For example, if trial users prioritize testing API endpoints over exploring the dashboard, that’s a clear signal to adjust your messaging and product focus.
• Conversion quality metrics: Don’t just count conversions - analyze their quality. While the average SaaS customer acquisition cost (CAC) is $702, technical buyers often bring higher lifetime value, making the investment worthwhile. Metrics like time-to-first-value, trial-to-paid conversion rates, and expansion revenue from technical accounts can help refine your approach.

Also, keep an eye on which content drives the best leads. For instance, if a Kubernetes integration tutorial generates more demo requests than a general product overview, lean into creating more technical content like it.

Remember, tracking too many metrics can dilute your focus. Prioritize quality over quantity to ensure your data supports actionable insights.

Using Real-Time Data to Fix Campaign Problems Fast

Technical buyers move quickly when evaluating options, so real-time data is your ally for addressing campaign issues on the fly.

Monitor performance continuously - not just periodically. Key indicators like click-through rates, conversion rates, and bounce rates can help you catch problems early. For example, if your daily.dev Ads targeting React developers suddenly sees a drop in engagement, you can investigate and adjust immediately.

Real-time audience segmentation lets you personalize interactions instantly. If a developer abandons their cart after reviewing enterprise pricing, send a targeted message offering details about startup programs within hours. This kind of responsiveness matters - 80% of consumers are more likely to buy from brands that provide personalized experiences.

Leverage A/B testing with immediate feedback to fine-tune your messaging while technical buyers are still weighing their options. Experiment with different code examples, explanations, or integration approaches, and reallocate budget to the best-performing campaigns. For instance, if daily.dev Ads aimed at DevOps engineers generate qualified leads at lower costs, shift resources there.

"Real-time data analysis allows you to follow your customers through the entire conversion process, and react accordingly at each touchpoint."
– Lotame

Consolidate your data in dashboards for quick insights. With 76% of leading B2B companies using analytics to guide marketing decisions, having fast access to actionable data gives you a competitive edge.

While real-time data keeps campaigns on track, direct feedback from technical buyers can take your GTM strategy to the next level.

Getting Feedback from Technical Buyers to Improve

Technical buyers are typically open to providing detailed feedback if you ask the right questions. Their input can be invaluable for refining your GTM strategy.

Start by distributing short surveys (under three minutes) to trial users. Ask specific questions about their evaluation process and technical needs. To encourage participation, offer perks like extended trial periods or exclusive technical resources.

Engage with your audience where they naturally gather. Monitor discussions on developer forums, GitHub issues, Stack Overflow threads, and Slack communities. These platforms often reveal unfiltered opinions and actionable suggestions.

Tailor your feedback collection efforts to different audience segments. Senior developers, engineering managers, and DevOps specialists each have unique perspectives. Customize your questions to address their specific roles and priorities.

Once you’ve gathered feedback, prioritize changes that will make the biggest impact. For example, if multiple developers mention that your API documentation lacks Python examples, addressing that gap should be a top priority.

"Define your goals before seeking user feedback. Determine what you want to learn and test, including main questions or hypotheses, key metrics, and how feedback will improve your product. Specific and measurable goals guide your feedback strategy and method/tool selection."
– Ashutosh Gupta, UI/UX Designer

Close the loop with your users. If you make updates based on their suggestions - like adding Python examples to your documentation - let them know. This transparency builds trust and encourages ongoing feedback.

Finally, track the results of your feedback implementation. Metrics like time-to-first-value can validate the effectiveness of your changes and help ensure your strategy stays aligned with technical buyer expectations. Collecting and acting on feedback isn’t just a one-time effort; it’s an ongoing process that strengthens your connection with this highly discerning audience.

Conclusion: Making Your GTM Work for Technical Buyers

Refining your go-to-market strategy for technical buyers means moving away from polished pitches and focusing on authentic, data-driven engagement. Unlike traditional business buyers, developers and engineers prioritize technical depth, hands-on evaluation, and peer recommendations over flashy marketing claims.

To connect with technical buyers, start by focusing on the "why" behind your solution before diving into its features and capabilities. As Tony Yang points out, your approach should reflect how technical buyers make decisions. This means leading with purpose and addressing their core challenges before discussing implementation details.

Take, for instance, a robotic process automation company that tailored its messaging for an HR leader persona managing onboarding processes. They addressed concerns like challenging the status quo and navigating the decision-making process. Similarly, another company aligned its sales and marketing funnel by auditing its content library. They tagged blog posts, eBooks, and webinars to match specific buyer personas and stages, creating highly targeted nurture tracks. These examples highlight the importance of aligning your messaging with the buyer's journey.

As the dynamics of technical buyers continue to shift, some principles remain constant: respect their expertise, deliver real value, and rely on data to guide your decisions. Use real-time feedback and predictive analytics to refine your approach, as customer experience is a critical competitive edge. Building a culture that actively incorporates customer feedback is essential.

FAQs

How can companies adjust their go-to-market (GTM) strategies to connect with technical buyers like developers and engineers?

To effectively connect with technical buyers, businesses need to focus on solution-driven, technical messaging that directly speaks to the challenges developers and engineers face. These buyers prioritize functionality, quality, and clear, measurable ROI, so it's essential to emphasize these aspects.

Reaching this audience requires using specialized channels like developer forums, technical blogs, and niche industry platforms. Speak their language - use precise, technical terms that align with their expertise and decision-making process. Incorporating real-world examples, highlighting technical advantages, and showcasing key features can help establish credibility and trust. By tailoring your go-to-market strategy this way, you'll better align with the distinct preferences of technical buyers.

How can I build trust and provide transparency to effectively engage technical buyers?

To gain the trust of technical buyers and connect with them effectively, it's essential to focus on delivering clear, concrete evidence of what your product can do. Tools like detailed proof-of-concept (PoC) demonstrations or sandbox environments are invaluable, as they let buyers explore and test your solution firsthand. Your website should also be a hub of transparency, packed with technical resources such as thorough documentation, security specifications, and performance metrics.

Streamline the decision-making process by offering digital tools that provide real-time data insights and traceability. By emphasizing clarity and offering practical, technical validation, you can better meet the expectations of this audience and support their decision-making journey.

Why is self-service important for technical buyers, and how can businesses support it effectively?

Self-service plays a crucial role for technical buyers, as it gives them the freedom to explore, test, and evaluate products on their own. This approach aligns with their preference for hands-on experiences and access to in-depth product details, helping them make confident, informed decisions.

To cater to this audience, businesses should provide user-friendly self-service options like free trials, interactive demos, and comprehensive documentation. Adding resources such as FAQs, video tutorials, and detailed product specifications ensures technical buyers can easily access the information they need - without depending on sales teams. By offering these tools, companies not only meet the expectations of this audience but also build trust and credibility in the process.

Related posts

• 5 Ways to Build Trust Through Developer-Focused Advertising
• Stop wasting budget: how to speak dev without sounding salesy
• Is your ad dev-proof? A checklist for credibility and clicks
• Devs don’t click on fluff: how technical products get discovered