I wrote the book on developer marketing. Literally. Picks and Shovels hit #1 on Amazon.
Get your copy →Expert insights on developer marketing, developer relations, and building products developers love.
Everything you need to know about marketing to developers in 2026. From positioning and messaging to content strategy and measurement, this is the definitive guide for anyone building developer-focused products.
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Measuring developer marketing is notoriously difficult. Long buying cycles, word-of-mouth influence, and indirect attribution make traditional metrics incomplete. Here's how to build a measurement framework that actually works.
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Practical frameworks and templates for developer marketing. Positioning documents, launch plans, content strategies, and more, all ready to adapt for your products.
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Most developer events fail because marketers plan them like sales conferences. They book flashy venues, hire motivational speakers, and wonder why developers don't show up or engage.
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As PMMs, our job is not to sell features. Our job is to sell the complete experience. Every touchpoint. Every workflow. Every moment of friction. If any piece of the customer journey sucks, the whole product sucks.
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I built a system that turns the marketing frameworks I wrote about in my book into Claude-powered tools. Now I generate in minutes what used to take hours. The output follows the same frameworks I've refined over years of practice. And I can focus on strategy instead of execution.
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AI coding agents are now the biggest consumer of your docs. The necessary change in how we write docs is a harbinger of the changes necessary in Developer Relations strategy, overall.
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Writing keynotes for executives isn't just about crafting compelling narratives. It's about translating strategic positioning into a story that resonates with thousands of people who didn't choose to be there.
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I've developed what I call my "AI flow state." It's a specific workflow that uses multiple AI tools in sequence to create marketing strategies and tactics that actually work.
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After 30 years of marketing developer tools at companies like Sun Microsystems, Microsoft, Amazon Web Services, Meta, Twitter, Timescale, and Supabase, I've written the definitive guide to developer marketing. "Picks & Shovels: Marketing to Developers During the AI Gold Rush" is available now.
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Marketing people always think in threes. It's not a hard and fast rule, of course, but there is some science and a lot of history behind it.
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Outages, viruses, billing errors, and more. Be prepared today for things to go wrong with your product tomorrow. Sunny days are always the best days to buy an umbrella.
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