Marketing AI features to developers
Every developer product is adding AI features. Most market them wrong. Developers care about what the AI does, how it works, and whether they can trust it.
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AI Marketing
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Proprietary research is the only content moat left
AI can write your blog posts. It cannot run your surveys, analyze your data, or interview your customers. The last moat in content marketing is original insight.
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Taste is the most valuable skill in marketing
AI commoditizes execution. Anyone can generate a blog post. The bottleneck is no longer production. It is judgment. The marketers who can evaluate, choose, and edit will win.
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Six ways to shape your marketing career going forward
Every marketer will have access to the same AI tools. The question is what you do with them. Here are six skills that will separate the marketers who thrive from the ones who get replaced.
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Sales enablement with AI
Your AEs can generate their own battlecards now. That is the problem, not the solution.
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Good marketing in the AI era
Everyone thinks AI makes marketing cheaper. I think it makes the gap between great marketing and bad marketing permanent. I am willing to bet my career on this.
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If Picks and Shovels had one more chapter: marketing to AI agents
I published the book in 2025. If I were adding one chapter today, it would be called Marketing to AI Agents. Here are the three ideas I would put inside it.
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Does positioning still matter?
AI agents can read your docs, evaluate your capabilities, and match you to customer needs without a positioning statement. So does positioning still matter? The answer changed my thinking.
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10 developer marketing best practices for 2026
Developer marketing continues to evolve. Here are the ten practices that separate successful developer marketing programs from the rest in 2026.
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Making your content AI-friendly in 2026
AI coding assistants are now the primary consumers of developer documentation. Here's the technical playbook for making your website, docs, and blog fully consumable by AI systems.
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Your docs are for AI now (and this changes everything about Developer Relations)
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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My AI flow state: how I use AI to transform my marketing workflow
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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When everyone becomes a builder, every company becomes a developer tools company
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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