Developer marketing insights
1. New dev tools newsletter: DevTools Brew
Morgan Perry is a founder of a dev tool startup called Qovery. He runs a weekly newsletter where he shares learnings from the best dev tool startups.
Basically, he writes tldrs of dev tool founder interviews, packaged in a way that you just read it every week. Not all is growth/marketing related but you can always find something juicy.
Some dev marketing highlights from previous issues:
“HashiCorp CEO: 5 Lessons Learned from Scaling at Every Growth Phase”
“How Sentry Built Their Open Source Solution”
“Developer Marketing For Early-Stage Startups – What the PostHog Team Has Learned”
“How Snyk Found Product-Market Fit”
“How Algolia Built Their Most Customer-Friendly Pricing Model Ever”
But there are many more. Worth a follow for sure.
2. Algolia search widgets
Algolia really crashed it with these. Here is how they made it so successful.
Some time ago I did some research on Algolia marketing looking for gems. Found quite a few as they are truly amazing at this.
One angle that is bringing a lot of traffic to their site is that classic PLG widget.
They gave away their search box for free (under conditions)
They made sure that folks who do get it for free have some (ideally a lot of) overlap with their target audience.
People who added that search box got the branded "Powered by Algolia" version of it
Some devs who used the sites with the Algolia search box liked the search and went to their site
Some of them started using it and spreading the word further
And the sites that brought the most traffic were:
Hacker News search (that is not exactly the widget but a standalone site)
Fontawesome (site with fonts for devs)
Open-source documentation sites (they give away free docsearch to OS projects)
SteamDB (gaming site)
I love this tactic as it aligns:
the value their product provides
the value that site users get
the value that the company gets from developers finding out about it
When you find those "Win Win Win" tactics/strategies you are golden.
3. Retool pricing page copy
Most dev tools have two deployment options:
On-prem / private cloud
And then companies present it on their pricing page with some flavor of two tabs.
And you need to name them somehow.
And how you describe those things sometimes adds confusion for your buyers:
I like how nice and simple solution Retool used on their pricing page:
"Cloud (we host)"
"Self-hosted (you host)"
Explicit, obvious, and to the point.
How can I make this better?
I hope you learned something new. Did you, though?
What would you like to read more about?
Reply to this and let me know.
Talk to you next week,
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