Solution / Product marketing
Reach the developers who choose your tools
Developers trust each other far more than they trust a campaign. We put your product in the community where they already learn and compare tools, so it reaches the engineers who evaluate, adopt, and champion what they build - as something worth trying, not something being sold.
Companies that partner with WeAreDevelopers
The problem
Why developer marketing is different
- 01
Developers tune out advertising
The people who pick your tools are the quickest to ignore ads. Buying their attention rarely works - reaching them means showing up where they already learn and compare, not interrupting them.
- 02
Trust is earned, not bought
Developers judge a tool by peers, content, and hands-on experience - not by a campaign. A brand they don't recognize has to earn credibility before it ever earns a trial.
- 03
An unknown tool doesn't get tried
Developers reach for what they already trust. If your product isn't part of the conversation where they evaluate tools, it never makes the shortlist - no matter how good it is.
- 04
The builders you want are spread out
The developers who evaluate and adopt tools are scattered across communities and channels. Finding them one campaign at a time is slow, expensive, and starts from zero every time.
The insight
Why credibility beats attention
- 01
Developers trust peers, not ads
Engineers decide what to adopt based on what other engineers say and use. Showing up among them, in a context they trust, earns credibility a paid placement can't buy.
- 02
Credibility earns the trial
A tool met in a learning context - beside the content developers value - reads as something worth trying, not something being sold. That difference is what turns awareness into a first install.
- 03
Year-round presence compounds
A launch-day campaign disappears when the budget stops. A steady presence in the community keeps working between launches, so you're already trusted the moment a developer is choosing a tool.
How it works
How your product becomes one developers try
Three ways your tool goes from unknown to something the developers who choose tools already trust - before they ever compare options.
- 01
Show up where developers learn and compare
Your product appears inside the content and community developers turn to - as something worth their attention, not an interruption. The same message lands differently in that context.
- 02
Land with credibility, not a sales pitch
Technical content and a developer-native message let your product earn trust instead of getting tuned out. It reads like something a peer would recommend, in language builders respect.
- 03
Turn credibility into adoption
Once developers trust you, everything downstream gets easier: more trials, more champions inside teams, more word of mouth. Presence runs all year, so you're there the moment they're choosing.
The audience
The developers who choose your tools are already here
You're not buying generic attention. You're reaching engineers where they already evaluate and adopt tools - in a context they seek out and trust.
They evaluate tools constantly
This is an audience actively building, comparing, and deciding what to adopt. Your product reaches them in that mindset - open, curious, and looking for what's next - not mid-scroll.
They decide what their team adopts
Practicing engineers and technical leaders are the people who choose, champion, and roll out tools inside their organizations. Win them and you win the team.
They trust the room
The community has spent years earning developers' trust. A product met in that context reads as one worth trying, not another vendor pitch they tune out.
The scale of the community
- 16M+
- Website reach (annual)
- 56M+
- Reach across WeAreDevelopers channels (annual)
- 200M+
- Touchpoints (annual)
The reach
Reach the builders who adopt across every discipline
Your product reaches practicing engineers across the whole software development lifecycle - the people who evaluate and adopt tools like yours, not a general audience with a tech section.
- Backend developers
- Frontend developers
- Full-stack engineers
- Mobile developers
- Data & ML engineers
- DevOps & platform engineers
- Cloud & infrastructure engineers
- QA & test engineers
- Security engineers
- Engineering managers & leads
What's included
Where your product shows up
Developers skip ads and distrust marketing, so your product doesn't sit in an ad unit. It shows up inside the content, community and event they choose.
Inside the content developers already trust
Your product appears within the content and community developers already follow - as part of what they value, not an ad they skip past. The same message lands completely differently in that context.
Content developers actually read
Your product story reaches developers through the community's editorial content - technical writing they choose to read, so it lands with credibility instead of getting tuned out.
A message built for builders
We help you tell your product story in language builders respect, so your message reads like something worth trying - not another pitch developers scroll past.
Presence at the flagship event
Meet the community in person at WeAreDevelopers World Congress. Your team on the ground turns a product developers have heard about into one they have seen firsthand.
Why it works
Credibility beats advertising
Developers tune out ads and judge tools by what the community says. Buying generic attention rarely moves them; showing up where they learn, compare, and adopt - all year - does.
Generic paid channels
- You pay for attention from audiences that aren't evaluating tools like yours.
- Developers scroll past display ads and generic B2B outreach.
- Every campaign restarts from zero, with no trust carried over.
- Your product arrives as an interruption, not a recommendation.
A Product Marketing Membership
- Your product shows up where developers already learn and compare tools.
- Technical content earns credibility instead of getting tuned out.
- A year-round presence compounds trust across every touchpoint.
- You reach the engineers who evaluate, adopt, and champion what you build.
Customer proof
Why teams build presence here
"With a membership, we can establish our presence within the developer community all year long."
A detailed product marketing customer story is on the way. Talk to our team in the meantime and we'll walk you through comparable examples.
Get started
Talk to our team
Developers are choosing tools all year, from what they see and trust in the community. The only question is whether your product is part of that conversation. Tell us about your product, and we'll show you how this could work.
Prefer to browse first? View plans & pricing
FAQ
Common questions
- What kinds of products fit best?
- Tools, platforms, and services built for developers. We help you frame yours so it resonates with the engineers who'd adopt it.
- How is this different from recruiting?
- Recruiting reaches developers as candidates. Product marketing reaches them as users and buyers of your tools. Some teams use both.
- What do we need to provide?
- A clear sense of your product and audience, plus a point of contact. We help shape the rest into a developer-native message.
- Which membership does this run on?
- Product marketing runs on the Product Marketing Membership. See the plans and pricing, or talk to our team and we'll shape the right fit.