Developer marketing framework

Developer marketing is a fairly recent field that takes into account the growing developer population—and its increasing influence when it comes to buying decisions.

However, developers are seen as a tough nut to crack. They’re skeptical by nature and wary of marketing tactics; they also put a lot of stock on their peers’ opinions and recommendations.

So, marketing to developers means mastering many different elements, from messaging and positioning to content and personas.

Our developer marketing framework covers all the areas needed to navigate the developer marketing journey. For each of the five fundamental stages (discover, define, strategize, drive, and grow), we’ve unpacked each of the cogs to arm you with everything you need to improve your understanding of key topics.

Discover

The discovery stage includes conducting thorough research to gather insights about the developer audience. This means identifying the target market, understanding developers' needs and behaviors, and spotting emerging trends in the technology landscape.

The goal is to find opportunities where a company’s products or services can effectively address developers' specific demands.

Ideal customer profile (ICP) vs buyer persona: explained

Developers are a unique audience, and your developer marketing strategies need to reflect that. This is where segmentation comes into play! Take a look at what ideal customer profiles and buyer personas are, their benefits, and how to create them.

Developer Marketing AllianceTeresa Garanhel

Total addressable market (TAM): Why it’s important, and how to calculate it

TAM estimates the maximum revenue opportunity available in a specific market, assuming that the product or service captures 100% of the market share.

Developer Marketing AllianceJulianna Giordanella

Enriching personas with jobs-to-be-done

My name’s Georgia Diaconescu and in this article, I’m going to talk about personas with jobs. I’m going to share the conclusion right off the bat - personas have a job.

Developer Marketing AllianceGeorgia Diaconescu

What are product requirements?

Building a great product is all about the details. Whether you’re creating an app, a platform, or a tool, understanding and defining product requirements is essential—after all, product requirements bridge the gap between what stakeholders are looking for and what developers can create.

Developer Marketing AllianceTeresa Garanhel

Competitive differentiation: How to stand out from the competition

Ever wondered how some businesses become the talk of the town while others blend into the background? That’s where competitive differentiation comes in – it’s like finding the secret ingredient that makes your brand the main course in a buffet of options.

Developer Marketing AllianceErkki Muuga

Define

Clearly articulate the problems that need solving for the developer audience and establish precise goals for the marketing efforts.

This phase includes creating detailed user personas and ensuring all marketing activities are aligned with the specific needs of the developer community.

What is positioning in marketing?

A positioning strategy is a set of actions and processes that are designed to improve the image and visibility of a brand, company, or product.

Developer Marketing AllianceProduct Marketing Alliance

What is product messaging?

Without great positioning and messaging, your product may never reach your intended audience. But how can we define messaging?

Developer Marketing AllianceTeresa Garanhel

The complete guide to developer personas

Do you know your developer audience’s pain points? Are you aware of what makes them tick? Developer personas help you personalize your segment of the market and gain a deeper understanding of developers’ needs, traits, behaviors, experiences, goals, etc.

Developer Marketing AllianceTeresa Garanhel

What are the different types of developers

To meet the new tech demands around the world (and to be able to keep innovating), developers tend to specialize and focus in certain areas, which is why you’ll find so many different types of devs.

Developer Marketing AllianceTeresa Garanhel

What is market segmentation?

Understanding your audience is vital in marketing—yet, knowing how your product stands out from the crowd requires an extra skill set.

Developer Marketing AllianceTeresa Garanhel

Where are developer marketers spending their marketing budget?

Download your free copy of the report for a deep dive into the industry, from the marketing resources used by developer marketing pros around the world to common developer pain points and community insights.

Developer Marketing AllianceTeresa Garanhel

Strategize

Plan the marketing tactics and channels to engage with developers effectively.

It’s crucial to craft a cohesive approach that integrates product positioning, messaging, and the selection of appropriate marketing platforms.

Your ultimate guide to pricing a SaaS product

We’ve looked into how you can market your SaaS product, create a great go-to-market SaaS strategy, and track the success of your SaaS marketing with the right metrics – now, we’re diving into how you can price your SaaS product.

Developer Marketing AllianceTeresa Garanhel

How to create ultimate API go-to-market strategy

How can you successfully bring an API to market? And what’s your to-do list once it’s launched?

Developer Marketing AllianceNick Knuppe

7 top tips for creating great content for developers

You can use content to build trust with developers, get new leads, increase conversions, grow relationships, and so much more. Whether you’re looking to increase brand awareness or drive more sales, you need content.

Developer Marketing AllianceTeresa Garanhel

The complete guide to customer acquisition

Acquiring new customers is essential for driving and maintaining business growth – but it’s one of the most challenging responsibilities for marketers.

Developer Marketing AllianceEmma Bilardi

What is developer relations (DevRel)?

Developer relations (DevRel) is, in essence, marketing to developers. It’s a set of strategies used to reach and engage with developers where they are, as well as to connect your company to a technical audience.

Developer Marketing AllianceTeresa Garanhel

Drive

Focus on executing the developer marketing strategies. This involves launching marketing campaigns, managing daily activities, and using agile methodologies to adapt to developer feedback and market conditions.

Actively promote the product through chosen channels and drive engagement to convert interest into measurable actions.

Agile product marketing for 10x product adoption

Nishanth Kadiyala, Product Leader at Walmart Connect, focuses on level setting the expectation. What is a PMM function to a product marketing manager? And then he talks through an agile framework and goes into a very specific example of his experience with Progress DataDirect.

Developer Marketing AllianceNishanth Kadiyala

Everything you need to know about developer communities

Whether you’re building a developer community from scratch or joining an existing, active one, you’ll find that investing time and effort into a dev community offers many benefits to both developers and marketers. We’re taking a look at them in this article.

Developer Marketing AllianceTeresa Garanhel

Top 7 strategies to boost developer engagement

Developer engagement isn’t just about attracting developers to your product—it’s also about building an ongoing relationship that encourages them to contribute, innovate, and advocate for your offerings.

Developer Marketing AllianceTeresa Garanhel

Customer lifetime value: How to calculate and increase it

What if we told you that a single individual customer could be worth over $10,000 to your business? Or that a small boost in retention could double your profits?

Developer Marketing AllianceGrace Gupta

Grow

Emphasize scaling the reach and impact of marketing efforts.

Analyze the effectiveness of the strategies, optimize them for better performance, and continuously innovate to keep up with the evolving needs of the developer market.

The science behind feedback gathering from developers

We’ve discussed the importance of marketers getting into that headspace of a developer. That’s our ultimate goal, to bridge the gap between the marketer and the developer.

Developer Marketing AllianceAnthony Witherspoon

7 easy developer marketing metrics that reveal your campaign’s success

Which metrics should you track to measure the impact of your developer marketing campaign? In this article, we look at several key performance indicators (KPIs) and metrics you should keep in mind in order to determine the success of your marketing strategies.

Developer Marketing AllianceTeresa Garanhel

7 steps to building brand authority in developer marketing

While developers can be a tough nut to crack, there’s no denying they’re influential in their orgs, particularly when it comes to the purchasing of tech products. Building brand authority is crucial if you want to succeed in marketing to this highly skeptical audience.

Developer Marketing AllianceTeresa Garanhel

Bulletproof brand awareness for developer marketers

Brand awareness – meaning how familiar people are with your brand or company – is a key step when marketing to developers. After all, if they don’t recognize you, they won’t click on your ads or choose your product.

Developer Marketing AllianceTeresa Garanhel

Loving what you've been learning? Then take it to the next level and sign up to our Developer Marketing Certified: Core.

Developer Marketing Certified: Core

Decode your developer audience and boost your marketing skills.

Developer Marketing AllianceDeveloper Marketing Alliance