A living document of (sometimes pretty unstructured and often off-on-a-tangent) hand-picked resources for marketers who're marketing to developers (B2D). I also have another list of awesome-marketing resources.
If you're in B2D or actively marketing to developers and want to join a likeminded group of people, check out the Developer Marketing Community I'm co-building.
I'm also co-building Savepad - a collaborative swipe file SaaS for cross-functional growth/marketing teams. Savepad is your little corner on the internet to store, organize, reference, and share all the amazing inspiration, resources, and examples you find online. Join the waitlist
If you found this list helpful, tweet it to let other dev marketers find it!
Want to contribute to grow/improve this? PRs welcome!
Basics (Start Here)
- WTF is Developer Marketing? Option 1 | Option 2 | Option 3 | Option 4 | Option 5
- WTF is Jamstack?
- WTF is Developer Relations?
- WTF is B2D? (⭐)
- WTF is a Developer Marketing Plan?
- WTF is Headless Software?
- WTF is a Developer Marketing Strategy? (
⭐ ) - WTF does DevRel do?
- Is Developer Relations Developer Marketing? (
⭐ ) - Learning how to market to developers (linked to Wayback Machine since original post was 404'd)
- Importance of using experts in Developer Marketing (
⭐ ) - The Developer Advocate's Guide to Metrics and Reporting
Internal Handbooks
Blogs and Websites
- Helen Minn
- Jesse Williams
- Mary Thengvall
- Tom Wentworth
- SWYX
- Scott Spence
- Sarah Drasner
- Colby Fayock
- DevRelX
- Developer Markepear
- Draft.dev Blog
- Every Developer
- BitReach blog
- DEV.BIZ.OPS
- Developer Markepear
- Developer Marketing Examples by Florent Merian
Books
- Developer Marketing and Relations: The Essential Guide
- Developer Marketing Does Not Exist: The Authentic Guide to Reach a Technical Audience
- Ask Your Developer: How to Harness the Power of Software Developers and Win in the 21st Century
- The Business Value of Developer Relations: How and Why Technical Communities Are Key To Your Success
- Developer, Advocate!: Conversations on turning a passion for talking about tech into a career
- Working in Public: The Making and Maintenance of Open Source Software
- Developer Relations: How to Build and Grow a Successful Developer Program
- The Developer's Guide To Content Creation
💰 $29💰
Developer Marketing Centric Resources (and some DevRel relevance)
- The Developer Marketing Guide
- Developer Marketing Guide by Developer Markepear
- The B2D model and marketing to developers (
⭐ ) - The B2D Sales Process
- How to build a strong developer brand? (⭐)
- 4 Tips for B2D Marketing
- Go to Market challenges for B2D (⭐)
- Why is marketing to developers different? (⭐)
- Content Marketing for Developers Emphasizes the Content, not the Marketing
- What Are You Missing in Marketing Your API? (
⭐ ) - B2B developer marketing? It’s complicated
- The Go-to-Market Channels Every Developer Marketer Needs
- Marketing to Developers with John Britton
- A Guide to Developer Marketing
- Developer Marketing - Is it an oxymoron?
- A Primer on Developer Marketing (
⭐ ) - The Struggle of Marketing to Developers
- How to market to Software Developers? A comment thread
- Understanding Developer Marketing
- Marketing to Developers: Core Values & Tactical Tips from Gitlab’s Ashley Smith
- The key areas of Developer Relations
- Marketing to Developers and building developer relations (⭐)
- Marketing to Developers
- How Developer Marketing Parallels Consumer Marketing (⭐)
- Dev Marketing: GA to Product Market Fit
- Lessons from Twilio: Content Marketing to Developers
- Third Party Tools as a Marketing Tactic
- Community Lessons from GitHub, Google & GitLab with Jono Bacon
- Developer Marketing KPIs
- Aligning DevRel and Sales for Growth: Q&A Twilio CMO Sara Varni
- Building Vibrant Developer Communities
- Marketing doesn't work on developers (
⭐ ) - Do Software Developers hate marketing?
- Why do Developers hate marketing?
- Developers hate marketing (
⭐ ) - Developers don't hate marketing
- How Developer Marketing Parallels Consumer Marketing (
⭐ ) - Amir Shevat on Measuring Developer Relations - a16z podcast on DevRel management (
⭐ ) - Developer Relations and Marketing (Category)
- Marketing to Developers: Core Values and Tactical Tips from GitLab’s Former CMO - OpenView
- The many flavors of developer-focused software - OpenView
- 50 Lessons in Developer Marketing (
⭐ ) - The Developer-Led Landscape
- How to Write Better Technical Content
- The Technical Content Manager's Playbook
- How to Find Technical Writers for Hire
- The developer-focused go-to-market playbook
- How GitHub Built a $7.5B Sales Machine
- Selling to Developers: Ten Lessons Learned
- a16z Podcast: Selling to Developers
- Building a Go-to-Market Strategy for Developer Tools
- Masterclass: How to sell to 20M software developers with an amazing onboarding experience
- How to dev marketing
- Launching developer tools on Product Hunt
- Why traditional marketing fails for developers and what to do about it
- Guardians of the Content Galaxy - A content development framework for DevRel teams
- DevRel metrics by Kamran
Docs
(In Dev. centric products I've learned that docs aren't just a requirement, they're basically a feature. Great docs make marketing so much easier, so here's a list of API docs that I think are extremely well designed/structured for inspiration)
- TailwindCSS
- GraphCMS
🔌 - Gatsby
- Hasura
- Next.js
- GitHub
- Shopify
- Prisma
- Docker
- Stripe
- Auth0
- Plaid
- Postman
- Algolia
Case Studies
- From PPC to IPO: How Snowflake Did It
- How Microsoft crushed Slack
- How Segment grew to a 1Billion business
- How Stripe Scaled - Notes from Office Hours with Claire Hughes Johnson
- Stripe's model of product-led, developer-centric growth.
- How Segment Scaled - from 300% to 40% to 100% YoY Growth
- From Open-Source to Enterprise: How Vercel Built a Product-Led Motion on top of NextJS
- Content(ful) is King
- How Notion Grows
- Inside Jasper's explosive growth through PLG and community
- How we launch at Supabase
- How Novu grew to 20k GitHub stars
- How to get the first 1000 Github stars for an Open Source project by GetLago
Community Marketing
- 10 Best Practices of Community Managers
- The Orbit Model: A framework for building high gravity communities (⭐)
- Community-Market Fit: How Do You Know You've Built a Community That People Want? (⭐)
- Community Capitalism
- Marketing Framework for Communities
- Community First, Product Second
- Getting better at Community Building, one habit at a time (⭐)
- Coming for the Content, Staying for the Community” Started With Video Games (Or Maybe Religion?) But Will Define Media This Decade
- Community-Led Growth: The Product-Led Growth Expansion Pack (
⭐ ) - Let's Discuss Developer Relations with Colby and Angie
- Online communities at every stage of the startup journey
- How to build a developer community: a step-by-step guide
Design Inspiration
- Supabase
- Prisma
- Kong
- GitHub
- Vercel
- Rocketseat
- TailwindCSS
- CodePen
- Segment
- Twilio
- Algolia
- Linear
- Bejamas
- Hasura
- Snyk
- Auth0
- Netlify
- Status
- Stripe
- Fey App
- Readme
- CircleCI
- GitBook
- Stream
- Retool
- Frontegg
- NeptuneAI
- Railway
- Raycast
- Liveblocks
Newsletters
- DevRel Weekly
- Rendezvous with Cassidoo
- Glenn Stovall
- Scott Spence
- Colby Fayock
- DevFirst By Francesca Krihely
- DevTools Brew by Morgan Perry
- Newslepear by Kuba
- Github20K by Nevo from Novu
- 140+ Dev-centric newsletters curated by Jack Bridger
- List of Dev-centric newsletters curated by language by zudochkin
Others
- X with Y - A marketplace for developer content
- Enterprise is sexy, but B2D is sexier
- Swag for Devs (
⭐ ) - Developer Marketing does not exist with Adam Duvander
- SaaS companies can grow to $20M+ ARR by selling exclusively to developers – TechCrunch
- The Rise of the Developer
- Sendgrid's State of the Marketer-Developer Relationship, 2019
- The Case for ‘Developer Experience’
- How to Market to Developers with Paid Marketing
- The API Landscape
- Blogging For Devs
- Scaling DevTools
- Marketing Jobs in OSS Startups
Influencers and Educators
This is a developing list that's "generalized" as dev influencers from the dev rel space. Some have specific areas of expertise that I've tried my best to catalog.
- Jason Lengstorf - focuses on educational JS content on his Learn with Jason show
- Hussein Nasser - focuses on backend development and on his YouTube channel
- Sarah Dayan - focuses on Jamstack, Search, and Developer Experience
- Kent Dodds - focuses on frontend dev, and offers some courses via his website
- Cassidy Williams - creates great content on frontend, Jamstack, and developer experience, and pushes out a great newsletter
- Ania Kubow - focuses on APIs, Jamstack, frontend, and GraphQL, with a very popular YouTube channel
- Colby Fayock - focuses on teaching Jamstack and NextJS, and has a weekly newsletter via his website
- Jamie Barton - focuses on GraphQL, shipping out weekly videos on his GraphQL WTF channel
- Danielle Morrill
- Mary Thengvall
- John Britton
- Salma
- Ashley Smith
- Stephanie Morillo
- John Papa
- Lauren Buchman
- Lauren Lee
- SWYX
- Caroline Lewko
- Cassie Stewart
- Scott Spence
- Sarah Drasner
- Adam DuVander
- Karl L Hughes
- 240+ Dev. Content Creators by CrowdDotDev