Jakub is one of the most insightful, inspiring marketing leaders I ever met and collaborated with.
This collection of dev-first marketing examples is a goldmine.
If you're a founder or marketer in a developer tool, bookmark this.
Hi, I am Jakub. I run marketing at a dev tool startup https://neptune.ai/ and I share learnings on dev tool marketing on my blog https://www.developermarkepear.com/.
Whenever I'd start a new marketing project I found myself going over a list of 20+ companies that I knew could have done something well to “copy-paste” their approach as a baseline (think Tailscale, DigitalOCean, Vercel, Algolia, CircleCi, Supabase, Posthog, Auth0).
So the past year and a half, I’ve been screenshotting examples of how companies that are good at dev marketing do things like pricing, landing page design, ads, videos, blog conversion ideas. And for each example, I added a note as to why I thought it was good.
Now, it is ~140 examples organized by tags so you can browse all or get stuff for a particular topic.
Hope it is helpful to some dev tool founders and marketers in here.
wdyt?
Also, I am always looking for new companies/marketing ideas to add to this, so if you’d like to share good examples I’d really appreciate it.
@fmerian thanks!
I think my favorite would have to be the CTA from cypress.io
https://www.developermarkepear.c...
It opened my eyes to thinking about developer-first CTAs.
And when I saw it nobody did anything like that (afaik).
Now I see it almost as a default for many open-source companies really.
Bun would be a recent example I liked.
https://www.developermarkepear.c...
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I learned a lot from the Developer Marketing Examples newsletter. Good luck, Jakub!
@fmerian@momciloo Funny enough when you unlearn and learn again from basics you end up doing things that at the core are good marketing. Just so different from 2005 b2b SaaS marketing right?
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Thank you for pulling together this curated list of solid examples and inspiration from across the dev marketing space, I love how quick and easy it is to find the good stuff!
@monika_ambrozowicz Thank you so much!
Have another ~50 examples drafted (and half-baked ;)) so more to come for sure.
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I have been looking for something like this for a long time, and it surely does take someone as experienced as Jakub to pull off such a project! Great work and I will be referencing this every day!
@marko_zuzic we did run some of those things yeah.
For example, LinkedIn testimonial ads are a really nice thing to do when building trust.
We did manage to get a push in conversions from various things mentioned here both on the blog and website as well.
@marko_zuzic if you are looking for direct click -> view page -> signup/download then yeah expensive.
But if you look at how they impact the entire funnel and look at down-channel metrics not just platform CTR the story is vastly different afaik.
Provided of course that your dev audience is even there. That depends on the niche.
Love how Justin Rowe from impactable explains linkedin ads strategy in a series of videos
btw. I wrote an article about running ads on devs that ended up being #1 on hackernews for half a day ;)
https://www.developermarkepear.c...
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