Developer Marketing Handbook

Goals

Developer marketing builds trust first, pipeline second.
The work connects your product to how developers actually build and helps that credibility translate into adoption and revenue.

A great developer experience is the foundation. It starts with discoverability, continues through docs, and carries into the product itself. Good documentation shortens time to value and builds confidence that your product can scale with real teams.

Success isn't clicks or vanity metrics. It's measurable engagement that creates product-qualified leads, builds influence across teams, and contributes to both product-led and sales-led growth.
When developers use your product by choice and advocate for it inside their company, you've done the job right.

Strategy

Start with reality, not aspiration.
Map where your product fits in the developer workflow, then help them do that job faster or with less friction.

Lead with clarity. Explain what it is, what it does, and why it matters.
If you can do it in a clever or playful way that still feels authentic, that's bonus points.

The best developer marketing respects time, delivers value, and makes something complex feel obvious.

Journey

Awareness → Evaluation → Adoption → Advocacy.
Each stage should connect clearly to the next.

Awareness happens in places developers already spend time: GitHub, Reddit, newsletters, blogs.
Evaluation happens in your docs, demos, and sandboxes.
Adoption depends on how fast they reach first success.
Advocacy is when they start teaching others what they learned from you.

Personas

Buyers: CTO or Engineering Leader, Senior Engineer, Implementation Architect.
Users: Frontend, Full-stack, App Developer.
Adjacent: Ops, Product, Design.

Each persona has different pain points and goals.
CTOs and Engineering Leaders care about governance and ROI.
Senior Engineers look for performance, flexibility, and code quality.
Implementation Architects focus on how well a tool integrates and scales.
Write for what each person owns, not what you wish they cared about.

Messaging

Be clear first. Be clever only if it helps.
Good developer messaging is specific, practical, and rooted in how people actually build.

Clarity earns trust, but a bit of personality makes it stick.
The goal isn't to sound like marketing. It's to communicate something real that developers recognize and care about.

Build around three pillars:

• Speed: faster builds, fewer tickets
• Efficiency: consolidated stack, lower maintenance
• Control: safe scale, long-term confidence

If you can back it with code, data, or proof, keep it.
If it only sounds good, cut it.

Campaigns

Treat campaigns like product launches.
Plan, ship, measure, repeat.

Each campaign should answer three questions:

• What developer problem are we solving?
• What proof are we showing?
• What happens next?

Make it easy for developers to try, test, or share.
Run retros on every launch and capture what worked, what didn't, and what to change next time. Always learn from what you launch.

Content

Write with clarity and intention. Every piece should help developers build faster, learn something new, or solve a real problem.

Strong content earns attention because it's useful. Show working examples, explain tradeoffs, and include visuals or code where it helps understanding. If it doesn't teach or demonstrate something real, it doesn't belong.

Core content types

• Blog posts: tutorials, technical breakdowns, or opinionated takes grounded in experience.
• Guides and tutorials: step-by-step instructions that lead to a working result.
• Integration or workflow content: explain how tools connect and where they fit in a developer's process.
• Technical guides and code examples: deeper material for experienced readers who want implementation detail.
• Explainer or glossary content: clear, factual definitions written to answer specific questions directly.
• Video or live sessions: demos, interviews, or walkthroughs that show real workflows.
• Research and surveys: reports or insights that help developers understand the state of their field.

Content strategy buckets

1. Awareness — generate buzz and discussion. Hot takes, thought leadership, or topics that invite conversation.
2. Acquisition — bring new developers in through problem-solving content. Tutorials, guides, and explainers that answer real questions.
3. Enablement — help existing users succeed. Deep tutorials, documentation extensions, and practical how-to content with long-term value.
4. Convert Paid — drive upgrades or signups. Feature-specific walkthroughs or advanced use cases that show value worth paying for.

Each piece should fit into one of these buckets and serve a clear purpose. Awareness earns attention. Acquisition builds trust. Enablement drives success. Convert Paid turns success into growth.

Clarity is the standard. Use it to earn credibility.

Community

Reddit. GitHub. Discord. Slack. YouTube and other social platforms.
Join conversations, don't start pitches.

Be helpful. Add context. Share working examples.
When your content becomes the answer people link to, you've earned credibility.

Metrics

Measure adoption and revenue, not reach.
Awareness is useful, but only if it drives activation or expansion.

Focus on signals that show impact:

• Product or API usage
• Time to first success
• Product-qualified leads
• Developer-influenced revenue
• Retention and repeat engagement

The goal is simple: prove that developer trust turns into growth.