Developer marketing insights
1. Running ads to your dev content
Oleksii Klochai is running a dev content agency and recently posted an interesting finding from their work.
When companies are running paid ads the classic approach is to link to a dedicated landing page.
They started advising companies to link out to their best dev content created by the devrel team.
By doing that they managed to:
CPC lower by 20-50%+
more sign-ups and conversions to paid
happier devrels who write that content
better internal alignment
Yeah, the takeaway is to experiment with different options cause, especially with devs, there is no one-size-fits-all all approach.
2. "It doesn't suck" campaign from Bare Bones
Afaik, Barebones ran the first version of this campaign 20 years ago and it was a huge success.
It is so simple, it just speaks to that inner skeptic.
It doesn't say we are the best, we revolutionize software.
That is way more believable and makes me think that there is a dev on the other side of that copy.
And there is something cool about this message that makes me want to wear it to the next conference.
3. How to present benchmark results masterclass from RavenDB
The biggest problem with the software benchmarks that you run is?
People don't trust you. Especially when the results are good.
𝗬𝗼𝘂 𝗷𝘂𝘀𝘁 𝗻𝗲𝗲𝗱 𝘁𝗼 𝗯𝘂𝗶𝗹𝗱 𝘁𝗵𝗮𝘁 𝘁𝗿𝘂𝘀𝘁. 𝗢𝗻𝗲 𝗼𝗳 𝘁𝗵𝗲 𝘄𝗮𝘆𝘀 𝗶𝘀 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝘁𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝗰𝘆.
They handle typical developer obstacles by:
Showing where they ran it (AWS, Linux)
Showing exactly what infra they ran it on. Extra points for making it interactive.
Explaining how they ran it with code snippets and setup
Copy is also very to the point, technical, docs-like
This looks solid because it feels like I could re-run what they did myself.
And so I trust them and I probably won't ;)
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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