• newslepear
  • Posts
  • # 6: Devs talk marketing, podcasts, before-after-design, dark matter devs.

# 6: Devs talk marketing, podcasts, before-after-design, dark matter devs.

Hey, how was your month?

Mine looked like this:

Here are my insights this month. 

10 developer marketing insights

1. How devs see marketing

That Hacker News post I told you about got 170+ comments. 

A lot of those are from devs. It's a real piece of dev audience research.

A gold mine for dev marketers imho.

Learned a ton from those comments. I am writing an article about it. 

2. Excalidraw - diagrams for dev audience

This format just feels super devy.Hand-draw and has this special feel ;)

If you are looking for a tool for diagraming for your devrels this could be the one.  


3. Dark matter devs

Interesting thoughts from @swyx about a segment of dev audience.

Devs who are not on Twitter, don't go to conferences, don't rant on Reddit. 

But they are downloading, using, and buying software.He calls them "dark matter devs".

And this could be 70%+ of all the devs you want to reach. How do you market to them?Very much an open question and I am thinking about this one a lot.  

4. Two podcast with marketing folks from dbt labs

5. DevRel Con deep dives

Two I really liked.

  • talking down on marketing made me angry

  • devrel is not marketing -> and then explains a lot of things that devrel does that are just good marketing

  • finish up with devs don't hate marketing -> they hate bad marketing. YES, thank you!

  • Sam Richard just gets dev marketing imho (and obviously product-led gtm)

  • "community is product" concept

  • "community-led" vs has community distinction

6. Ahoy connect before/after design

I really like this with/without visualization for tools that are supposed to organize your workflow.

7. Decibel has some crazy good developer marketing content  

Decibel is a VC fund that invests in open-source and dev-focused startups.They have some solid dev marketing content.Two articles I liked:

8. Podcast with Auth0 VP marketing

This is the episode where I learned about  the "Make login our problem. Not yours" campaign. 

9. GitHub Skyline

This one won the best developer marketing campaign on DevRel 2022 awards by Orbit.

Developer Markepear testimonials

10. Best dev marketing campaigns

Speaking of best devmar campaigns.

Last week I put together a list of my favorite campaigns from 2022. 

1 Pear Fact 🍐

The most classic pear recipe is probably the is probably the Poires Belle Helene

A dessert from poached pears and a chocolate sauce. Yum.  

Ok, that is it for now, thanks for reading!

Quick Reminder: If you want to make sure you keep getting the newsletter please do reply or add to your address book.

Any developer marketing stuff you’d like to talk about?

I am here. 



What is with that pear? Why Developer Markepear?

Ok, developer advocates are avocados.Developer marketers are somewhat similar but different.How about we get our own fruit for the dev marketing community.


We deserve the same amount of respect and fruit references.Go pears!


Join the conversation

or to participate.