WeAreDevelopers Logo WeAreDevelopers
Sign in
For You LIVE
World Congress 2024 • Aug 20, 2024

Developer Marketing

Dan Cranney

Why do traditional marketing tactics fail to convert engineers? Earning developer trust requires ditching empty jargon and delivering authentic, self-serve technical solutions instead of unsolicited sales pitches.

Pause
Mute Enter Fullscreen
#1 about 4 min

Connecting developers and companies through advocacy

A developer advocate bridges the gap between software engineers looking for career progression and employers seeking specialized talent.

#2 about 4 min

Why developer marketing matters for software tooling adoption

Software tools fail to gain widespread traction without targeted marketing efforts designed specifically to reach busy engineers.

#3 about 7 min

Navigating developer skepticism toward traditional marketing tactics

Buzzwords, unnecessary technical jargon, and aggressive commercial sales tactics predictably alienate highly technical engineering audiences.

#4 about 3 min

Tailoring marketing to distinct and specialized developer roles

Effective technical marketing requires recognizing the unique operational priorities and workflows maintained by diverse engineering disciplines.

#5 about 4 min

Earning credibility through authentic peer validation and honesty

Technical professionals rely heavily on honest answers and practical peer experiences over stylized corporate messaging.

#6 about 4 min

Engaging developer communities on dedicated platforms and events

Niche community networks and in-person professional meetups offer prime environments for initiating organic conversations about technical products.

#7 about 4 min

Analyzing the Supabase approach to developer product onboarding

Direct foundational support, transparent open-source documentation, and responsive community interactions successfully drive rapid organic tooling adoption.

#8 about 2 min

Essential best practices for effective developer marketing campaigns

Taking creative risks and delivering verifiable concrete value reliably turns everyday users into vocal product evangelists.

#9 about 2 min

Scaling developer marketing efficiently through documentation and influencers

Public video streams and comprehensive reference guides gracefully handle repetitive technical queries at significant volume.

Matching moments

2:19 min

Marketing products to developers without aggressive sales motions

Chris Heilmann +2 · LIVE

52 sec

Transitioning from software engineering to developer marketing roles

Tim Cadenbach Tim Cadenbach · World Congress 2025

3:06 min

Building authentic developer community touchpoints

Rudi Bauer Rudi Bauer +2 · Cappuccino with HR

2:55 min

Transitioning from engineering to developer advocacy

Rudi Bauer Rudi Bauer +2 · Cappuccino with HR

4:21 min

Leveraging trust to launch new developer communities

Angie Jones Angie Jones +3 · World Congress 2024

2:39 min

Bridging developer relations across specialized technology ecosystems

Mike Swift · Coffee With Developers

More from World Congress 2024

Beyond the Hype: Real-World AI Strategies Panel thumbnail
24:07
12 months ago

Beyond the Hype: Real-World AI Strategies Panel

Mike Butcher, Jürgen Müller, Katrin Lehmann, Tobias Regenfuss

Carl Lapierre - Exploring Advanced Patterns in Retrieval-Augmented Generation thumbnail
21:17
almost 2 years ago

Carl Lapierre - Exploring Advanced Patterns in Retrieval-Augmented Generation

Carl Lapierre

Coding an Immersive Copilot using Unity / .NET and Azure OpenAI! thumbnail
31:50
about 2 years ago

Coding an Immersive Copilot using Unity / .NET and Azure OpenAI!

Zaid Zaim

Building a diverse tech company: The power of Diversity, Equity, Inclusion, and Belonging thumbnail
29:43
about 2 years ago

Building a diverse tech company: The power of Diversity, Equity, Inclusion, and Belonging

Sue Quackenbush

Dapr in Practice thumbnail
24:08
about 2 years ago

Dapr in Practice

marcklefter

Minimising the Carbon Footprint of Workloads thumbnail
27:46
about 2 years ago

Minimising the Carbon Footprint of Workloads

Michael Mueller

Upcoming sessions on this topic

Open session

World Congress 2026 North America

September 25, 2026 · 12:55–13:25

Outdoor Stage

Building the AI Era Through Developer Communities: A Competitive Advantage for Engineers & Teams

John Komarnicki

National Executive Advisor at Code & Coffee | Engineering & AI Community Leader

John Komarnicki
Open session

World Congress 2026 North America

September 25, 2026 · 16:30–16:40

Outdoor Stage

12 Names for the Same Thing: Why Developer Experience Can't Grow Without a Common Language

Artem Mukhin

Software Engineer at Microsoft

Artem Mukhin
Open session

World Congress 2026 North America

September 25, 2026 · 11:40–12:10

Mainstage

You are the developer. From DX to AX with humans in mind.

Matt Biilmann

Matt Biilmann, CEO and co-founder, Netlify

Matt Biilmann
Open session

World Congress 2026 North America

September 24, 2026 · 11:40–12:10

Tech Leaders Stage

Rethinking Developer Tools for the Agent Era

Han Wang, Sam Bhagwat, Ben Haefele

Han Wang
Sam Bhagwat
Ben Haefele
Open session

World Congress 2026 North America

September 25, 2026 · 14:10–14:40

Stage 5

AI Builds Confidence, Community Builds Credibility

Josh Bentley

Head of Community, SAP

Josh Bentley
Open session

World Congress 2026 North America

September 24, 2026 · 14:55–15:05

Outdoor Stage

In-Person by Default: Principles & Practices for Building Developer Meetups

Steve Chen

Executive Director and Founder at Code & Coffee

Steve Chen

Related videos

Stop Wasting Money on Ads: How to Actually Reach Developers thumbnail
54:45
Cappuccino with HR • 8 months ago

Stop Wasting Money on Ads: How to Actually Reach Developers

Christian Heilmann, Ana Gospodinova, Benjamin Perlzweig

I’m a Developer Working in Marketing… Here’s Why - Tim Cadenbach thumbnail
14:54
World Congress 2025 • about 1 year ago

I’m a Developer Working in Marketing… Here’s Why - Tim Cadenbach

Tim Cadenbach

The Power of Developer Communities thumbnail
31:15
World Congress 2024 • about 2 years ago

The Power of Developer Communities

Angie Jones, Rajeev Rajan, Scott Hanselman, Sead Ahmetovic

Emergency Discussion: Can’t Hire the Right Developers? Here’s What Everyone Else Misses thumbnail
54:20
Cappuccino with HR • 11 months ago

Emergency Discussion: Can’t Hire the Right Developers? Here’s What Everyone Else Misses

Rudi Bauer, Ana Gospodinova, Chris Heilmann

Coffee with Developers - Dan Mindru - Product Marketing for Developers thumbnail
29:03
Coffee With Developers • over 2 years ago

Coffee with Developers - Dan Mindru - Product Marketing for Developers

Dan Mindru

Diving into Developer Experience thumbnail
20:16
World Congress 2024 • about 2 years ago

Diving into Developer Experience

Ricky Holtz

Related articles

From learning to earning

Jobs that call for the skills explored in this talk.