Developer Marketing & Developer Relations Strategy
Empower Product-Led Growth by Activating the Developer Ecosystem
Most SaaS companies underestimate the influence developers and ISVs have in driving product adoption, integration, and long-term customer retention. This offering helps B2B SaaS founders and CMOs build and scale a developer marketing and DevRel (developer relations) strategy that turns technical users into evangelists, partners, and growth multipliers.
We'll work together to position your product as a “must-have” in developers’ toolkits by removing friction, earning trust, and embedding your product into the workflows and platforms developers already use.
Who This Is For
- Founder-led SaaS companies with a technical or API-based product
- Product-led growth companies that want to build bottom-up adoption
- Series A–C SaaS teams that want to formalize DevRel and developer marketing
- Any company that wants to build deep integrations, SDKs, or app marketplaces
Marketing Machines
What We’ll Do Together
01
Developer Persona & Ecosystem Mapping
Identify your target developer segments (individuals, teams, ISVs, internal champions)
Understand their motivations, behaviors, tools, and decision-making processes
Map the platform ecosystem (GitHub, Discord, Stack Overflow, API partners, marketplaces)
02
Developer-First Go-to-Market Strategy
Develop a PLG-ready developer acquisition funnel (free tier, docs, onboarding)
Craft a tech-centric content strategy (docs, tutorials, sample apps, use cases)
Build a launch playbook that includes API use cases, SDK promotion, and community engagement
03
Build Your Developer Toolkit
Audit or co-create:
Develop a PLG-ready developer acquisition funnel (free tier, docs, onboarding)
Craft a tech-centric content strategy (docs, tutorials, sample apps, use cases)
04
DevRel Team Hiring or Internal Redeployment
Write the DevRel job description
Decide whether to hire externally or redeploy a developer from your existing team
Coach your DevRel hire or serve as a fractional DevRel lead during the transition
05
Developer Engagement & Community Activation
Launch or grow your presence on GitHub, Discord, Reddit, Dev.to, and other dev hubs
Identify and activate early adopters to create content, referrals, and word-of-mouth
06
Measurement & Feedback Loops
Set up a DevRel and Developer Marketing Scorecard
Sign-ups, docs views, GitHub stars
Community participation
Dev-driven integrations and product usage
Deliverables
- Developer Marketing & DevRel Strategic Plan
- Developer Persona Briefs
- Dev Content & Campaign Calendar
- Job Descriptions & Hiring Playbooks (for DevRel)
- GitHub/Community Audit and Activation Plan
- Scorecard and KPI Dashboard Template
Optional Add-Ons
- DevRel mentorship and onboarding support
- Technical content writing partnerships (via trusted dev writer network)
- Partner or ISV co-marketing program design
- Launch strategy for integrations or SDKs
Timeline
6–10 weeks, depending on current readiness, maturity, and internal team bandwidth. Can be executed as a full project, or ongoing advisory.
Frequently Asked Questions
Outcome
By the end of this engagement, your company will have a developer-ready marketing system that attracts, enables, and retains technical users—turning them into product advocates, power users, and growth catalysts.