Picks and Shovels: tech marketing for the AI era.
Get your copy→Articles and guides about Developer Marketing
Every PMM is being told to stop executing and start strategizing. At developer tools companies, that advice is incomplete. Your buyer reviews your positioning the way they review a pull request.
Read the post
Developer marketing attribution was already unreliable before AI. Now most of the buying journey happens in AI tools and communities your dashboard will never see. That slice is shrinking fast.
Read the post
Every AI product in every category is positioned the same way. The frameworks you learned in B2B school are producing the mess. Changing the first question you ask will fix it.
Read the post
Companies are hiring one PMM and expecting AI to do the rest. Some of that expectation is fair. Most of it is not. Here is where the line is.
Read the post
Developers need to encounter your product roughly 10 times before they convert. Every email gate, every 'request a demo' button, every forced signup destroys a touchpoint you cannot get back.
Read the post
The pretense that developer relations is not marketing creates org chart dysfunction, measurement confusion, and career dead-ends. Accepting it makes everything easier.
Read the post
Growth marketing tactics that work for consumer apps will fail with developers. Here is why and what to do instead.
Read the post
Developer marketing and product marketing overlap constantly but serve different goals. Here is how to tell them apart and make them work together.
Read the post
AI is changing product marketing from research to launch to measurement. Here is what actually works, what does not, and where human judgment still matters.
Read the post
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.
Read the post
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.
Read the post
DX is the primary growth lever for developer products. Companies that invest in DX outgrow companies that invest in advertising.
Read the post
Technical marketing is what happens when your buyer is technical. In 2026, every buyer is becoming technical. APIs, configs, and agentic interfaces mean the principles of developer marketing now apply to all marketing.
Read the post
DevRel, developer marketing, and product marketing are three distinct functions that people confuse all the time. Here is what you should expect from each one and how they work together.
Read the post
You just got hired as the first marketer at a dev tools startup. Nobody can tell you what to do first. Here is the list.
Read the post
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.
Read the post
Most lifecycle emails for developer products are spam with better targeting. The fix is behavioral triggers, not better copy.
Read the post
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.
Read the post
The Olympics remind us that fierce competition and mutual respect can coexist. Somewhere along the way, tech forgot that.
Read the post
APIs are products, and they need marketing. But API marketing differs from traditional product marketing in important ways. Here's how to build a strategy that drives developer adoption.
Read the post
Every landing page builder is drag-and-drop. None of them have APIs. So I built templates that are just TypeScript configuration objects.
Read the post
Most developer content gets ignored. Here's how to create content that cuts through the noise, earns developer trust, and actually drives product adoption.
Read the post
I turned my book on developer marketing into Agent Skills. Now Claude can apply the frameworks directly to your product launches, positioning, and GTM strategy.
Read the post
Developer marketing is a different discipline from traditional B2B marketing. The approach, tactics, and mindset all change. Here are the seven differences that matter most.
Read the post
Developer relations is one of the fastest-growing functions in tech, yet one of the least understood. This guide explains what DevRel is, what it isn't, and how to build effective programs.
Read the post
You built something. Now what? A practical guide to getting your first users, then your first hundred, then your first thousand. No marketing degree required. Just tactics that actually work for indie developers.
Read the post
Developer marketing continues to evolve. Here are the ten practices that separate successful developer marketing programs from the rest in 2026.
Read the post
You don't need a big budget to market effectively to developers. Here's how early-stage startups can build awareness, drive adoption, and compete with well-funded competitors.
Read the post
A guide to the essential books for developer marketing and developer relations professionals. From foundational texts to the latest strategies for the AI era.
Read the post
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.
Read the post
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.
Read the post
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.
Read the post
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.
Read the post
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.
Read the post
Developer marketing and product teams must work in lockstep to ensure consistent messaging, adoption, and growth. Unlike traditional marketing, developer marketing must be deeply embedded in the product lifecycle to support bottom-up adoption.
Read the post
One of the things we often lose sight of as marketing leaders in developer products and services is the importance of staying close to the actual code. It's so easy to get caught up in the maelstrom o...
Read the post
Account-based marketing (ABM) is a targeted marketing strategy where you focus your outbound efforts on a pre-selected list of customers who fit well into your Ideal Customer Profile. ABM is an excell...
Read the post
The Developer Q&A: case studies that developers don't hate
Read the post
The old axiom that "ads don't work on developers" isn't true.
Read the post
Depending on the nature of your developer-focused cloud company, you may have any number of these problems: * You have an open-source version of your cloud product and have no idea who your open-sou...
Read the post
I write a lot about content. I've provided a few tips on how to create content, a process for producing content within your Developer Relations team (hint: it's not just Developer Advocates writing st...
Read the post
Gather 'round, and let's tell some stories. I've written posts about what the various functions in developer relations do. I've also written some practical posts about the mechanics of running events,...
Read the post
If I had a dollar every time an exec or CEO asked me to "build a developer community," I'd have a lifetime supply of dollar bills and a headache from rolling my eyes. Not to contradict the title of my...
Read the post
I am often asked by founders and DevRel leaders where they should focus their content efforts. I've done this work countless times at numerous companies, big and small. Take it from me. Here are seven t...
Read the post
Product-led growth (PLG) enables you to focus your entire customer-facing SaaS business on a common goal: get people to sign up for your product. Once someone has signed up for your product, then a sa...
Read the post
The ringleaders of the circus
Read the post