This article is based on Randall Degges’s brilliant talk at the Developer Engagement Summit in San Francisco. As a DMA member, you can enjoy the complete recording here.
At its core, developer relations (DevRel) is about helping developers know, try, and love your product. But achieving that – especially the “love” part – is no easy feat.
How do you build trust with developers? How do you inspire them to explore your product? And how do you turn casual users into passionate advocates? These are the challenges I’ve been exploring for over a decade.
I’ve been a developer for 24 years and have spent the last 11 leading DevRel programs, including my current role as Head of Developer and Security Relations at Snyk. Along the way, I’ve written code, published books, and contributed to open-source projects, all while learning what works (and what doesn’t) in this space.
So, in this article, I’ll share some of the lessons I’ve picked up, from strategies that drive engagement to tips for finding joy in the process.
DevRel isn’t rocket science, but there’s an art to doing it well. Whether you’re just starting out or looking to refine your approach, I hope these insights help you navigate the challenges and opportunities of developer relations.
Lesson #1: Balancing scalable and non-scalable DevRel strategies
When building a successful DevRel program, I like to divide activities into two buckets: scalable and non-scalable.
A strong DevRel program typically blends both categories, but how much time and resources you allocate to each can dramatically shape the type of program you run.
Scalable activities: building long-term value
1. Technical content creation
At the heart of most DevRel programs is technical content creation. This includes blog posts, YouTube videos, podcasts, webinars, white papers, and more. It’s highly scalable because, when done well, this content can provide lasting value. For example, a well-written article or an engaging video can pop up in search results when developers look for solutions to specific problems.
Whether potential users are watching YouTube or listening to your podcast segment while driving to work, great content compounds over time. It builds awareness and trust without you having to keep pouring in constant effort after it’s published.
2. Engineering work
This is one of the most under-discussed yet impactful aspects of DevRel. Engineering work involves creating tools, libraries, or other resources that make it easier for developers to use your product.
Take Twitter as an example. Their past DevRel team developed API clients for various programming languages. If a developer searched for "how to send a tweet using Python," they’d land on a GitHub library built by Twitter’s DevRel team. This gave them a seamless, positive experience without needing to navigate Twitter’s main website.
Similarly, engineering work can include building products or services related to your core business to attract developers to your ecosystem. It’s an incredibly effective strategy for driving engagement organically.
Non-scalable activities: creating meaningful experiences
1. In-person events and talks
Activities like speaking at events or hosting in-person gatherings fall into the non-scalable category.
Events are impactful because they create direct, personal connections. However, they require significant time and effort from everyone involved – both the speaker and the audience. These interactions are powerful but can’t be easily automated or scaled.
2. Interactive training and workshops
Another non-scalable yet valuable activity is conducting hands-on training sessions and workshops. These sessions provide developers with in-depth, technical insights about your product or domain, helping them engage more deeply.
The challenge here is the time, energy, and expertise required to make these sessions successful. While they’re impactful, they don’t offer the long-term scalability of content or engineering work.
Balancing ROI in DevRel
Understanding the distinction between scalable and non-scalable activities is critical when planning and executing your DevRel program. Whether you’re running a team or contributing individually, it’s essential to consider the return on investment (ROI) for each activity.
Ask yourself: How much value are these actions delivering, and how do they align with your company’s goals? By focusing on the activities that provide the most ROI, you can ensure you’re spending your time and energy where it matters most.
Case studies: DevRel in action
The approach you take to DevRel – and its impact– can vary depending on the size and goals of your company. Here are a few real-world examples of how DevRel strategies have driven meaningful results at different organizations.
Stormpath
In my first DevRel role at Stormpath, a small technical startup, content was the main growth driver. We created technical blog posts, YouTube videos, and other resources that developers would discover while searching for solutions to their problems.
This approach became our by far largest source of growth and proved incredibly effective for a smaller company.
Okta
When Okta acquired Stormpath, I had the chance to build Okta’s developer tools from scratch. At the time, Okta was a much larger company with thousands of employees and had just IPOed. Yet, the DevRel strategy remained the same.
After about a year, 80% of Okta’s website traffic came directly from DevRel-created technical content. This content far outperformed other channels in driving engagement across the business.
The takeaway? Content-driven DevRel works for both startups and enterprises, and the results compound over time.
Snyk
At Snyk, where I work today, DevRel continues to make a huge impact. One of our engineering projects, Snyk Advisor, allows users to find and evaluate the best open-source package for their projects. Snyk Advisor has been driving over 30% of all website traffic and product users for the past three years. It’s a single project, but its impact has been massive.
Another area where DevRel shines at Snyk is our technical workshops. These workshops play a key role in enterprise sales motions. When our sales team engages with large tech companies, we offer free developer security training to prospects.
Delivering these workshops shortens the sales cycle by an average of 120 days. For business owners, this kind of acceleration can be game-changing.
Lesson #2: How to measure DevRel impact
How do you measure your DevRel team’s success? It all depends on the programs you’re running, as each type of program has different metrics to track. Here’s a breakdown of some key measurement areas.
1. Content programs
For content programs, the metrics are straightforward:
- Viewership/readership: How many people are organically finding your content online?
- Conversions: After consuming your content, how many of these readers or viewers take action, like signing up or trying your service? That’s the ultimate goal.
- Time to adoption: This is crucial. If someone can sign up for your service and, within 15 minutes, build something amazing or solve a problem, they’re far more likely to love your product. A seamless and efficient onboarding experience paves the way for success.
2. Engineering programs
For engineering-focused initiatives, the key metrics include:
- Usage: Are people actively using the tools, libraries, or integrations you’ve built?
- Conversion to core users: How many users of these tools eventually become engaged, long-term users of your product?
Other program metrics
While I won’t dive into every type of program here, metrics for events, workshops, and training are also essential. These may include attendance, engagement, or even the impact on sales cycles. By tracking these outputs, you can gauge how your efforts drive business outcomes.
