Developer Marketing: What Developers Care About

If you’ve spent any meaningful time in this space, then you know developers are a tricky bunch.

They ignore ads or use ad blockers
They don’t open or respond to emails
They aren’t interested in fluffy blogs that lack substance
They don’t show up to webinars
They couldn’t care less about your free trials or ‘irresistible’ offers

In general, they don’t respond to any traditional form of marketing and are largely resistant to the idea of being ‘sold’.

So, how then do you break through to them?

Continue reading: Finding Success with Developer Marketing through Trial and Error

How to Connect with Developers with your Marketing

Marketing to developers, here are some ways to connect with them.

1. Tech Specs and Features

Developers are generally interested in the technical details of a product. Highlight key specifications, features, and functionalities in a clear and concise manner. Provide technical documentation and specifications to help them understand how your product can meet their requirements.

I’ve even found (through heatmap and click-recording software like Hotjar) that developers love FAQs. Short and simple question and answer style format seems to work well because it gets straight to the point without a lot of fluffy marketing stuff.

2. Ease of Integration

Developers often value products that are easy to integrate into their existing workflows. If your product is a software tool or API, emphasize its compatibility with popular development frameworks, languages, and tools.

3. Open Source and Customization

Many developers appreciate open-source solutions or products that allow for customization. If applicable, highlight any open-source components or customization options that your product offers.

4. Performance and Speed

Developers are sensitive to the performance of software tools. Highlight the speed and efficiency of your product, and provide relevant performance metrics or benchmarks if available.

5. Documentation and Support

Comprehensive documentation is crucial for developers. Ensure that your product comes with clear and well-organized documentation. Additionally, offer responsive customer support channels, such as chat, forums, or ticket systems.

6. Security and Compliance

Security is a top concern for developers. Clearly communicate the security features of your product, such as encryption, data protection measures, and compliance with industry standards.

7. Community and User Forums

Developers often seek out communities where they can share knowledge, ask questions, and seek help. If applicable, create and promote a community or user forum where developers can engage with each other and with your team.

8. Free Trials

Allow developers to try your product before making a purchase. Offer free trials, video or interactive demos, or sandbox environments so they can evaluate the product’s suitability for their needs.

You should never use ‘Book a Demo’.

‘Book a Demo’ hardly ever converts because it usually translates to ‘talk to a salesperson’, and for many buyers (especially introverts), they can’t think of anything more repelling than talking to a salesperson (no offense sales people).

What to do instead?

Continue reading: Why ‘Book a Demo’ Hardly Ever Converts

9. Continuous Integration and Deployment (CI/CD) Support

If your product is related to software development workflows, emphasize its support for continuous integration and deployment practices. Integration with popular CI/CD tools can be a significant selling point.

10. Cost and Licensing Model

Developers are often mindful of the cost of tools and software licenses. Clearly communicate your pricing structure, including any free tiers, trial periods, or flexible licensing options.

Need help with your marketing activities?

If you’re looking to make a move with your marketing, reach out to us. We are priced fairly, we’re straight shooters, and are the very best at what we do.