10 Things I’ve Learned About Developer-Oriented Marketing (Where Traditional Tactics Fail)
Developers are skeptical of hype, allergic to buzzwords, and value practicality over promotional messaging.
Marketing to developers is not like traditional B2B or B2C marketing. Developers are skeptical of hype, allergic to buzzwords, and value practicality over promotional messaging. If you approach them with generic marketing fluff, they’ll tune out immediately (hey, me too). Over the years, I’ve learned that what works for developers is different—it’s about real value, technical accuracy, and meeting them where they are.
Here are 10 key lessons that have shaped my approach to developer-oriented marketing:
1. Developers Hate Buzzwords and Marketing Speak
Terms like “synergy,” “game-changer,” and “next-gen” don’t resonate. Developers want clear, technical, and practical explanations of what a product does and how it fits into their workflow.
2. Content Must Be Technical (or at Least Respectfully Informed)
Even if you’re not an engineer, your content should be technically accurate and demonstrate a real understanding of how developers work. Collaborating with engineers to validate messaging is crucial. (I love this part).
3. The Best Marketing is Documentation
Developers often discover tools through docs, not traditional marketing. Investing in well-structured, easy-to-follow documentation is a more effective “marketing” strategy than ads or email campaigns.
4. Show, Don’t Just Tell
Developers don’t just want to read about features—they want to see a demo, try an interactive tutorial, or browse example code. Hands-on experience builds trust.
5. Community is More Powerful Than Campaigns
Instead of traditional lead-gen funnels, developer adoption grows through
6. Avoid “Sign Up First” Barriers
Developers want to
7. Meet Developers Where They Are
They don’t hang out on LinkedIn and don’t want cold emails. Instead, they’re on
8. Transparency Wins (Be Honest About Strengths & Weaknesses)
Developers respect companies that admit limitations. Instead of claiming “we’re the best,” acknowledge trade-offs and
9. SEO is Different for Developer Audiences
Traditional SEO focuses on generic keywords. Developer-focused SEO means optimizing for
10. Content Should Educate, Not Just Sell
Developers want
Final Thoughts
Developer marketing isn’t about slick campaigns—it’s about