🍐#125: Marketing dev tools on Reddit and great baseline onboarding email from Auth0

New stuff after a little break

Author

Jakub Czakon
August 31, 2025

Hey,

Took a little break from the newsletter but I am back now. And as promised I come bearing new episodes of Going deepear🍐 into dev marketing. Enjoy!

This week on the agenda:

  • Marketing dev tools on Reddit with Aditya Ramakrishnan

  • Great baseline onboarding email from Auth0

  • + a few bonus links at the end

Total pearusing time: 5min

Before we start a word from this week’s sponsor:

The adoption of developer tools has changed a lot. It hasn't been led by ads, or private forums. It’s been led by creators that code, the ones teaching, sharing, and influencing what tools developers choose to adopt and why.

This playbook is a deep dive on Creator-Led Growth for Devtools. What it is, why it matters, and how to put it into practice. Including examples of CLG by Devtools like Clerk, Neon and Snyk.

Here’s our Plug.Dev playbook on CLG for Devtools: https://plug.dev/companyblog

Developer marketing insights

1. Marketing dev tools on Reddit with Aditya Ramakrishnan

It all started with this LinkedIn post:

Which got me started following Aditya and learning at ton from his content.

At some point I figured → “why not go deeper on this?” and so I reached out. The result is this almost 2 hour episode focused 100% on organic Reddit marketing for dev tools. Good stuff.

Some things we talked about:

  • Think of Reddit vibe as a bar during a conference: People talk. Have opinions (sometimes extreme). Join conversations, comment a lot. Post only when you have something new and be there to answer.

  • Pair a marketer with a technical owner. The marketer finds/frames threads; the engineer/PM answers.

  • Measure by replies, not upvotes. Links and karma are ok to track obviously. But you get more insight from qualitative feel of the quality of conversations (or at least a count of replies).

  • When starting build a Reddit muscle before posting/commenting. First weeks just lurk and earn karma in non-work subs. Then start commenting in your target subs.

  • Run a biweekly “dev conversations” show-and-tell. Share threads, wins/flops, and product insights with PM/Eng/CS. This builds understanding/alignment.

  • Use Reddit Answers: this is a great new tool for market research basically collating answers/thoughts around tool comparisons, problems within ecosystems etc. You get a summary + links to threads. Great starting point.

Way more stuff + examples with commentary in the podcast.

Listen/watch to this or previous episode on:

2. Great baseline onboarding email from Auth0

I love a great baseline. Something that you can start with and iterate from. Nothing fancy but still something good and hard to beat.

I signed up for Auth0 recently and got this simple onboarding email, which in my book is a great baseline:

I love how simple and not overly optimized it is:

  • here is the product

  • here are resources

  • talk to us if you have questions → engioneer will reply

This is exactly what you want as a dev signing up for a new thing.

One tweak for early stage founders would be to send this from a founder and sign as founder. Maybe make it slightly more dev to dev.

Another one would be to send it a day after I signed up (not right away), so that it can serve as a reminder / get me back into the app in case I hit problems in the first session.

Need more developer marketing insights?

1. Work with me 🍐

"You helped us land messaging that clearly states the problem and solution in the words our champions actually use. The homepage is super crisp now."

Chinar Movsisyan, Founder, Feedback Intelligence

If you want my help I do Workshops (60-minute session on whatever you want), Teardowns (audit+suggestions for your homepage, messaging, ads etc), and longer-term Advising.

2. Bonus links to check out

3. Join our Slack community

"Been here 20 min and already folks are sharing great advice."

Charles Cook, VP Marketing & Ops @Posthog

2300+ dev tool CMOs, heads of growth, product marketers, and other practitioners talking shop.

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