Going Deepear Into Dev Marketing

#13 [Interview] How To Get Your Engineers To Blog (In 2026)

Ivan Brezak Brkan (IBB)setup, one of the better know dev content programs, shiftmag.dev from scratch. He shares the story of how that happened. And through that story he explains how to actually get devs to write great technical content. Links: * Ivan Brezak Brkan (IBB) https://www.linkedin.com/in/ivanbrezakbrkan/ * Jakub Czakon https://www.linkedin.com/in/jakub-czakon/ * How We Created A Global Engineering Handbook in 3 Days - Ivan Brezak Brkan (Infobip) https://youtu.be/gHY-8K5XOwo?si=n5-R0bEo-9oK9q9B * Shift Conference https://shift.infobip.com/ * Shift Mag https://shiftmag.dev/ * https://www.infobip.com/ Chapters * 02:48 The Importance of Developer Content and Community * 05:37 Building a Developer Experience Department * 08:06 The Shift Conference and Developer Engagement * 11:01 Adopting a Journalistic Approach to Developer Content * 13:38 Creating a Unique Brand in Developer Marketing * 16:31 Internal Buy-In and Engineering Participation * 19:02 Workshops for Empowering Engineers to Write * 21:53 The Writing Process for Engineers * 24:21 Feedback Loops and Editorial Support * 27:25 Motivating Engineers to Write and Share Knowledge * 36:17 Creating Resonance with the Audience * 38:41 Building Trust Through Quality Content * 41:36 The Importance of Unique Perspectives * 44:13 Leveraging Journalistic Techniques in Development * 47:47 Workshops and Collaborative Content Creation * 51:50 The Art of Writing and Editing * 56:19 Aligning Content with Strategic Goals * 01:01:32 Starting Content Creation in Smaller Teams Takeaways * Developer marketing is a niche that requires unique strategies. * Building trust within the developer community is essential. * Workshops can empower engineers to contribute to content creation. * A journalistic approach can differentiate developer content from competitors. * Feedback loops are crucial for improving content quality. * Aligning content with company goals enhances its effectiveness. * Understanding the audience is key to creating resonant content. * Creating a micro content program is feasible for smaller teams. * Editorial support can help engineers overcome writing challenges. * Trust and community engagement are long-term investments. Keywords developer marketing, content strategy, developer content, Infobip, ShiftMag, community engagement, writing workshops, developer journalism, content creation, marketing strategies

#12 [Interview] Dev tool Google search ads with Matt Nguyen

When people ask about Google Ads, Matt Nguyen is probably the most recommended consultant in our marketingto.dev community. Ex GitLab, ex env0 he know consults dev tools (like Clerk, Novu) on demand generation and ads. Matt knows ads cold. Links: * Matt Nguyen https://www.linkedin.com/in/mattnguyen/ * Jakub Czakon https://www.linkedin.com/in/jakub-czakon/ * Demand Hive (Matts agency) https://www.demandhive.io/ * Clerk ads examples https://adstransparency.google.com/advertiser/AR15250637116644786177?region=anywhere&platform=SEARCH * Posthog ads examples https://adstransparency.google.com/advertiser/AR09373539710024024065?region=anywhere * Aikido Security ads examples https://adstransparency.google.com/?region=anywhere&platform=SEARCH Chapters * 00:00 Introduction and Building Trust through Education * 02:52 Understanding Google Ads and Developer Marketing * 05:48 Foundational Elements for Running Ads * 08:38 Tracking and Measuring Success in Ads * 11:21 The Importance of Brand Recognition * 14:07 Navigating Early Stage Startups and Google Ads * 17:03 Optimizing Google Ads for Better Conversions * 19:32 Identifying When Not to Use Google Ads * 22:45 Creating Demand and Thought Leadership * 25:17 Structuring Campaigns for Success * 28:35 Navigating Incomplete Data for Startups * 32:36 Understanding Activation and Adoption * 36:28 Budgeting for Effective Campaigns * 39:40 Branding and Its Impact on Advertising * 46:55 Structuring Campaigns for Success * 53:57 Understanding Intent in Ad Targeting * 56:42 Navigating Low Intent Traffic * 01:01:34 The Importance of Matching Ads to User Intent * 01:06:23 Campaign Structuring and Thematic Targeting * 01:09:52 Ad Copy Differences in B2B vs DevTools * 01:15:43 Targeting Strategies in Competitive Markets * 01:21:29 Leveraging Market Education Against Competitors * 01:24:36 Crafting Effective Ad Copy for Developers * 01:39:49 Key Principles for Google Ads Success Takeaways * Education builds trust with clients. * Google Ads requires a structured approach. * Brand recognition enhances ad effectiveness. * Understanding customer journey is crucial for ads. * Tracking conversions is essential for success. * Pre-signup engagement can signal readiness. * Ads should amplify existing traction. * Budgeting is key to effective ad campaigns. * Campaign structure should align with customer intent. * Success metrics should focus on business outcomes. Understanding search intent is crucial for effective marketing. * Segmenting audiences can lead to better ad targeting. * Low intent searches can still provide valuable traffic. * Landing pages should match the user's intent. * Organizing campaigns around themes can simplify strategy. * Product releases should be tied to campaign themes. * Ad copy must resonate with developers' language. * Gated content may deter developers from engaging. * Targeting niche markets requires strategic keyword use. * Competitor insights can inform keyword strategy. Keywords Google Ads, marketing, B2B, SaaS, education, brand recognition, conversion tracking, customer journey, campaign structure, advertising strategy, AI coding tools, search intent, ad targeting, low intent searches, landing pages, campaign themes, product releases, ad copy mistakes, gated content, niche markets, competitor insights, user switching behavior, ad copy for developers

#11 [Interview] Marketing dev tools on Product Hunt with Flo Merian

Flo Merian (ex PMM at Clerk and Mintflify, Ambassador at Product Hunt and v0 by Vercel) talks about marketing on Product Hunt not as a single launch but a continuous series of re-launches. A ton of great insights. Learned a bunch. Links: * Flo Merian https://www.linkedin.com/in/fmerian/ * Jakub Czakon https://www.linkedin.com/in/jakub-czakon/ * Examples we shared: * https://www.producthunt.com/p/appwrite/did-appwrite-do-the-ideal-product-hunt-launch [https://www.producthunt.com/p/appwrite/did-appwrite-do-the-ideal-product-hunt-launch] * https://www.producthunt.com/products/developer-marketing-examples [https://www.producthunt.com/products/developer-marketing-examples] * https://www.producthunt.com/products/vercel [https://www.producthunt.com/products/vercel] * https://www.producthunt.com/products/supabase [https://www.producthunt.com/products/supabase] * https://www.producthunt.com/products/elevenlabs [https://www.producthunt.com/products/elevenlabs] * https://www.producthunt.com/products/supabase/launches [https://www.producthunt.com/products/supabase/launches] * https://www.producthunt.com/products/cal/launches [https://www.producthunt.com/products/cal/launches] * https://www.producthunt.com/products/specify [https://www.producthunt.com/products/specify] * https://www.producthunt.com/forums [https://www.producthunt.com/forums] Chapters: * 00:00 Introduction to the Marketing to Dev Community * 03:11 Flo's Journey in Developer Marketing * 06:10 The Importance of Launch Preparation * 09:01 Navigating External Challenges During Launches * 12:13 Product Hunt vs. Hacker News: A Comparative Analysis * 15:02 Leveraging Product Hunt for Long-Term Success * 18:07 The Role of Relaunching in Product Visibility * 20:59 Strategies for Staying Top of Mind * 23:59 The Impact of Ads vs. Organic Launching * 26:59 Creating a Compound Effect with Launch Weeks * 36:48 Maximizing Launch Support * 39:10 Effective Asset Utilization * 41:35 Long-Term Launch Strategies * 44:48 Targeting the Right Audience * 48:58 Optimizing Launch Efforts * 50:26 Leveraging Community for Launches * 54:29 Creating Shareable Content * 57:39 Inspiration from Successful Launches * 01:02:00 The Power of Co-Marketing * 01:06:02 Defining Launch Objectives * 01:09:16 Metrics for Open Source Success * 01:11:21 Crafting Compelling Headlines and Taglines * 01:13:04 Visual Storytelling in Product Launches * 01:21:35 Engaging with Product Hunt Discussions * 01:31:41 Leveraging Influencers for Product Launches * 01:42:06 Consistency in Product Launching Takeaways * Community building is essential for success in developer marketing. * Preparation is key for a successful product launch. * Relaunching can significantly impact long-term visibility and adoption. * Product Hunt offers unique advantages for developers and indie makers. * Understanding your audience is crucial for effective marketing. * Consistency in launching can lead to better results over time. * Utilizing existing assets can streamline the launch process. * Engaging with the community can enhance product visibility. * Ads on Product Hunt can be more cost-effective than other platforms. * The mindset of the audience differs between Product Hunt and Hacker News. User-generated content can significantly boost product visibility. * Optimizing outreach efforts can lead to better media coverage. * Building trust through storytelling is essential for product launches. * Successful launches often involve learning from industry leaders. * Crafting compelling taglines is crucial for attracting attention. * Defining clear objectives helps in measuring launch success. * Visual assets play a vital role in engaging potential users. * Engaging in community discussions can enhance product awareness. * Consistency in launching products fosters long-term growth. * Collaboration and co-marketing can amplify launch efforts. Keywords developer marketing, product launch, Product Hunt, community building, relaunching, marketing strategies, developer tools, indie makers, SaaS, B2B, Product Hunt, user-generated content, marketing strategies, product launch, storytelling, engagement, metrics, visual assets, community discussions, consistency

#10 [Interview] Marketing dev tools on Reddit with Aditya Ramakrishnan

Aditya Ramakrishnan (PMM at Reo.dev, ex-Stripe, ex-ImageKit) shares his learning from marketing dev tools and technical products on Reddit. Aditya focuses on organic strategies, hard-earned learnings and examples from years engaging on Reddit. Links⁠ * Aditya Ramakrishnan https://www.linkedin.com/in/adityaramakrishnan/ [https://www.linkedin.com/in/adityaramakrishnan/] * Jakub Czakon https://www.linkedin.com/in/jakub-czakon/ * Aditya’s LinkedIn post on Reddit Marketing https://www.linkedin.com/posts/adityaramakrishnan_i-have-over-40000-reddit-karma-across-all-activity-7300967842558947330-vNbb/?utm_source=share&utm_medium=member_desktop&rcm=ACoAAA6PPusBHGh3FZIjVWx49BUzJv6Bq6AODbE [https://www.linkedin.com/posts/adityaramakrishnan_i-have-over-40000-reddit-karma-across-all-activity-7300967842558947330-vNbb/?utm_source=share&utm_medium=member_desktop&rcm=ACoAAA6PPusBHGh3FZIjVWx49BUzJv6Bq6AODbE] * Example from Storylane https://www.reddit.com/r/ProductMarketing/comments/16piggb/interactive_demo_platform_comparison/ [https://www.reddit.com/r/ProductMarketing/comments/16piggb/interactive_demo_platform_comparison/] * Example from CRMs https://www.reddit.com/r/CRM/comments/1l5pr1x/looking_for_a_solution_for_service_company/ [https://www.reddit.com/r/CRM/comments/1l5pr1x/looking_for_a_solution_for_service_company/] * Example from API GUI https://www.reddit.com/r/ChatGPTPro/comments/1bs3sp3/api_gui/ [https://www.reddit.com/r/ChatGPTPro/comments/1bs3sp3/api_gui/] * DevOps Engineer subreddit on promotion https://www.reddit.com/r/devops/comments/1kxn40o/devops_engineer_created_tools_and_appswhat_are/ [https://www.reddit.com/r/devops/comments/1kxn40o/devops_engineer_created_tools_and_appswhat_are/] * Open Source Payments launch post 800 upvotes https://www.reddit.com/r/programming/comments/10bmhpb/announcing_hyperswitch_open_source_payments/ [https://www.reddit.com/r/programming/comments/10bmhpb/announcing_hyperswitch_open_source_payments/] * Reddit Answers feature https://www.reddit.com/answers/194309d8-316d-4466-9cb5-e928f1e86319?q=image%20compression%20apis [https://www.reddit.com/answers/194309d8-316d-4466-9cb5-e928f1e86319?q=image%20compression%20apis] * * Tool promotion on StackOverflow example https://www.markepear.dev/example/brilliant-plug-comment-on-stackoverflow [https://www.markepear.dev/example/brilliant-plug-comment-on-stackoverflow] * Reddit Ads examples https://www.markepear.dev/examples/reddit [https://www.markepear.dev/examples/reddit] Chapters * 00:00 Introduction to Aditya Ramakrishnan and His Background * 06:14 The Importance of Developer Marketing * 12:08 Key Learnings from Marketing at Developer-Focused Companies * 18:17 The Role of Content in Developer Marketing * 24:11 Understanding Reddit as a Marketing Platform * 30:18 Engaging with the Developer Community on Reddit * 46:18 Navigating Reddit: Getting Comfortable * 50:09 Understanding Reddit's Unique Culture * 52:21 Building Reddit Skills: The 80-20 Rule * 55:19 Leveraging Reddit Tools for Research * 58:35 Authenticity in Reddit Engagement * 01:01:29 Effective Product Advocacy on Reddit * 01:12:24 Collaborative Reddit Strategies * 01:15:22 Community Monitoring and Tools for Engagement * 01:17:11 The Role of Marketers in Online Conversations * 01:19:14 Building a Reddit Muscle for Effective Engagement * 01:22:14 Establishing a Social Listening Strategy * 01:24:46 Open House: Sharing Insights Across Teams * 01:30:23 Metrics for Measuring Engagement Success * 01:42:10 Reddit Advertising: Strategies and Insights Takeaways * Developers consume a lot of content and need to stay updated. * Brand matters even to developers; they have brand affinities. * Content marketing should be central to developer marketing strategies. * Developers are involved in every buying cycle, even if not directly. * Reddit is a unique platform that requires understanding its culture. * Engagement on Reddit should be genuine and value-driven. * Marketers should leverage developers as advocates in communities. * Active participation in discussions is crucial for success on Reddit. * Understanding the nuances of Reddit can lead to better marketing outcomes. Providing value is essential in content marketing. * Authenticity in product advocacy builds trust. * Marketers should create content guidelines for effective communication. * Developers play a crucial role in writing authentic content. * Transparency in promotion fosters trust with the audience. * Avoiding quotas in community engagement leads to more genuine interactions. * Social listening tools are vital for understanding community needs. * Establishing a community engagement process is key to success. * Reddit advertising should focus on brand recall rather than direct conversions. Keywords Developer marketing, Reddit, community engagement, developer tools, marketing insights, content marketing, product advocacy, community engagement, social listening, developer marketing, Reddit strategies.

#9 [Teardown] LinkedIn Ads from Aikido Security

In this episode I go over LinkedIn Ads from Aikido Security. I love their no BS but tongue in cheek approach to marketing and fantastic brand stunts (remember OnlyScans?). I also explained a framework I like that fits quite nicely into this approach. Links⁠ * Aikido Security in LinkedIn Ads library https://www.linkedin.com/ad-library/search?accountOwner=aikido+security * Aikido Security https://www.aikido.dev/ * Jakub Czakon ⁠ https://www.linkedin.com/in/jakub-czakon/ [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbHJOclFCdjJSS3lwY3lLeVJNemFMZzNBc2VkZ3xBQ3Jtc0trRWdKanZxdEpyS2YxMEd1a244ZFV5aWJhVE9feTI1MVhkNVF6WlhibzYzWVVYMW8wd1k3a3hLQVhBTFc5TFZnT3pQX202MXNqeXZPaDVxMWEwR1BFSG1tYkMtM251VjhVQUhsYU5PR09CLWxGUFRXaw&q=https%3A%2F%2Fwww.linkedin.com%2Fin%2Fjakub-czakon%2F&v=M-jCpCSk18I] * LinkedIn Framework from Impactable https://www.youtube.com/watch?v=DqpiSyH7-Y8&list=PLkUlQWMs43Ej774fAkMc7kuTloulOu6zy Chapters * 00:00 Understanding Aikido's Advertising Strategy * 03:13 Layers of Advertising: Cold, Retargeting, and Conversion * 06:28 Creative Approaches in Cold Layer Advertising * 09:26 Building Trust: Testimonials and Case Studies * 12:33 Differentiation and Competitive Analysis * 15:20 Thought Leadership and Community Engagement * 18:24 Final Thoughts on Aikido's Advertising Success Takeaways * Aikido's ads are effective and engaging. * Advertising can be broken down into three layers: cold, retargeting, and conversion. * Creative content is crucial in the cold layer to attract interest. * Testimonials and case studies build trust in the retargeting layer. * Differentiation from competitors is key in advertising. * Thought leadership can enhance community engagement. * Using various ad formats can improve overall effectiveness. * It's important to communicate product functionalities clearly. * Building a strong pipeline is essential for growth. * Continuous improvement in advertising strategies is necessary. Keywords Aikido, advertising strategy, LinkedIn ads, cold layer, retargeting, conversion, testimonials, case studies, differentiation, thought leadership