Collection
How to create a developer marketing program that works.
Explore the resources below to learn how to reach, engage and mobilize your developer audience, converting them from just users to brand advocates.
Collection
Explore the resources below to learn how to reach, engage and mobilize your developer audience, converting them from just users to brand advocates.
While not always the sole decision-makers, developers are frequently the users of software tools, solutions and platforms. And, more often than not, they’re involved and influential throughout the purchase decision.
Convince developers how your solution can benefit them and you’ll gain a loyal champion. Ignore them, and you could delay or even derail the sale. However, developers are not just another audience segment. They require a whole new kind of marketing program. Here’s how to get started.
~96%
of developers with leadership functions are involved in purchase decisions
60%
of developers have the ability to approve or reject a tool purchase
97%
of B2B tech marketing leaders reported developer marketing to be a priority
*Source: Iron Horse 2023 State of Developer Marketing benchmarks survey
Developers famously distrust marketing. So how can you market to developers? It takes a willingness to learn about their needs to connect with this crucial audience.
Developer relations (DevRel).
The process of building and nurturing a brand’s connection with developer communities.
Developer advocate.
Developers that provide recommendations and guidance to other developers on solutions they like using.
B2D.
AKA Business-to-developers: When a company builds and markets products specifically for and to developers.
Developer community.
Channels where developers engage with each other—revolving around both broad and niche topics and solutions.
Developer communities are opportunities for marketers to engage in two-way dialogues with developers and places for developers to engage with each other. However, there are some rules of etiquette.
Developer marketing isn’t marketing. It’s just not going to work. So how do you build and optimize a marketing program when the usual rules don’t apply?
