What exactly is the product?
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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How I use Claude to automate developer marketing (and how you can too)
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.
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.
Your CEO Will Hate Your Keynote (And Here's How to Survive It)
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.
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.
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.
Positioning and the rule of "three"
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.
Crisis management
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.
Aligning Developer Marketing with Product
Developer marketing and product teams must work in lockstep to ensure seamless messaging, adoption, and growth. Unlike traditional marketing, developer marketing must be deeply embedded in the product lifecycle to support bottom-up adoption.
The art of the product demo
I’m going to teach you the secrets of a great product demo and how to tell the story of your customer through your product.
Just Write Code
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 of our day jobs that we forget the reason we got
Building a developer ABM strategy
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 excellent choice for businesses of all sizes and shapes, but it is particularly well-suited for developer platforms and products.
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How to write a great developer case study
The Developer Q&A: case studies that developers don't hate
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How to run ads for a developer-focused business
The old axiom that "ads don't work on developers" isn't true.
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How to identify your Ideal Customer Profile (ICP), and why that's not good enough
Many of the Founders I work with spend day and night obsessing over their Ideal Customer Profile (ICP). The ICP is a deep understanding of who your best current customers are, and, as the logic goes, trying to replicate your success by finding more of those types of customers seems
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How to choose what developer content to build
One of your biggest challenges as a Developer Advocate will be determining which topics to focus on with your content. Often, Developer Advocates are given an edict to "build content and drive growth," without any clear roadmap for doing so. To address this challenge, especially if you work
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Why you need a training program
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-source users are. * You have a cloud product that only one person on a development team needs to
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The 11 types of content that work for developers
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 stuff and throwing it over the wall!), and how to assemble everything into
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The power of storytelling in developer marketing
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, writing go to market plans, writing market requirements documents, and driving sales
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What is solution marketing and why should you care?
Plus, seven tactics to implement solution marketing on your team.
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Six steps to get great customer feedback
Staying close to your customers and routinely obtaining quality, actionable feedback is essential oxygen for your business. Everyone in the organization is responsible for constantly listening to customers, and no one group has a monopoly on the process. The Developer Relations and Marketing teams can participate in the feedback process
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How to produce developer content
If you've been reading my blog posts thus far, you know that a big component of my go-to-market plan is producing massive amounts of great content. This content can take the form of blog posts, white papers, tutorials, sample code, Starter Kits, videos, webinars, and more. Usually, this
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How to build an amazing developer community, from scratch!
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 own blog post, but developer communities
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Six tips for building your content strategy
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 six tips for building your content strategy: Tip 1: Measure your work First, it