Developer marketing examples

Examples of the best developer marketing
campaigns, designs, and copy that I found on the internet

Tap an example to see what I like about it
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Full screen / link
video

Streamlit explainer video

Streamlit has an amazing explainer.

They show how to go from:

  • Writing your first line of code
  • To creating data dashboard
  • To deploying it across the web

In 42 seconds.

No audio, just code and a simplified result window.

Amazing stuff.

Full screen / link
copy

Axiom "Playground" CTA

With infrastructure tools, it is notoriously difficult to show people the value quickly.

To really see it they would need to set up everything at their company infra, create dashboards for their use case, and so on. 

A lot of work.

That is why creating a sandbox experience is a good way of giving people a taste.

I like the way Axiom calls it a playground and says "Play with Axiom" and "Launch playground".

This copy is good because:

  • they acknowledge it isn't a real thing (but a playground)
  • it conveys that it will be interactive and you'll be able to click around
  • it makes it feel like less work and more, well play :)
Full screen / link
social posts

Make {DevOps} cry post format

Make a {X} cry in 5 words or less.

Great Linkedin (or Twitter) post format.

This is one of those fantastic self-selecting mechanisms as well.

People who understand the joke are the people you are looking for.

You may get the exact people you want to follow your profile.

With a nicely targeted joke.

Love it.

Full screen / link
social posts

Vercel product announcement on Linkedin

I like the simplicity of this announcement.

What: "Vercel Edge Middleware"

Why: "Start delivering dynamic, personalized content without sacrificing end-user performance."

Visual supports this but is super minimal.

Full screen / link
campaigns

Cloudflare TV

A freaking TV.

They took this "be a media company" to the next level.

They created entire TV around their company, audience, and products.

I respect people really going all in.

Full screen / link
social posts
ads

Funny Reddit ad from Aporia

An ad that doesn't feel like an ad.

I like that this is almost a meme.

But it still explains what the company does.

Love it.

Full screen / link
design

Mongodb for developers section

Good in-place code pattern.

I can go and see different code snippets without moving to other parts of the website.

At the same time, I can read explanations and value propositions.

I like how "view documentation" is such a strong CTA with so much going on here already.

Full screen / link
design

Social proof from TailwindCSS homepage

Understand who is reading. Add social proof that speaks to them.

Social proof is about showing people/companies who are similar to the reader that they got success with the tool.

Company logos can be good if your reader knows and likes those companies.
But if those are random companies, I am not sure how much value does it bring.

Devs care what other devs who use your product have to say about it.
That's why I like testimonials.

Not the crafted, clean ones with features and values.
But the real stuff. Real devs sharing real stories.

Bonus points for "Okay, I get the point" button copy.
It changes from "Show more" when you click.

Nice!

Full screen / link
social posts

Toolstack diagram post on Linkedin

Architecture diagrams are awesome.

They have this smell of value that makes you want to share them with others.

This one is particularly good-looking imho.

Full screen / link
copy
ads

Joke ad format with a transitional CTA from sdworx

Dorky joke right?

But it does two very important things beautifully.

It gets a smirk (from some people) and when it does you know you just moved someone closer to your brand.

It has a clear CTA which is hard to do with joke-format ads.

This subtle call to conversation/check us out does the job.

Love it!

Full screen / link
design

Auth0 developer portal hero section visual

I love that it is static and it blurs everything I don't need to get the concept.

For the dev audience, static graphics, when done well, are better than

  • videos
  • screenshots
  • or happy faces of happy customers :)

Tell me what you do in 1 sec, not 60

Full screen / link
design

Algolia developer portal design

Devs are builders.

Make your home page for builders.
Go directly into the "how" instead of the way.
Many devs when they land on your home page, already know the "why".

I love that it:

  • shows the step-by-step right away in the hero
  • CTAs are links to integrations with particular frameworks and libraries
  • the hero copy is very toned-down
Full screen / link
copy

Great developer-focused CTAs from Plaid

Action-focused copy is usually better than "sign up".

But sometimes it is hard to find a good copy for this.

Some teams like Vercel or Auth0  do "Start building "  

But that doesn't always work.

I really like this "Get API keys" CTA copy.

Now for the Hero section I really like those two CTAs:

  • Main CTA: Sign up, again expressed with action-focused "Get API keys" copy
  • Secondary CTA: See docs, I like how "See API docs" makes it even more concrete.

Really great job imho.

Full screen / link
ads

YouTube shorts ad from Digital Ocean

Digital Ocean went for an ad for the Hactoberfest in a tricky place.

To keep it in the medium that fits YouTube shorts they:

  • made it into an actual short vid
  • used a comic book story

I think doing YouTube shorts is an interesting opportunity in a yet unsaturated market (as of 2022).

And doing ads that fit that medium so nicely is an art.

Good job DO!

Full screen / link
social posts

Good Twitter thread format: nice hook

Good format of the tweet copy.

Start with the hook.

Then validate it with more story.

Then open a knowledge gap with a thread.

Full screen / link
social posts

Hand written diagram tweet format

Share an idea about a new concept.

Explain the concept in simple terms.
Back it up with a visualization.

I like the "hand-written" style of this viz that makes it less formal.

Full screen / link
social posts

Concept 101 with a diagram

Devs like diagrams.

When you explain a complex concept in one diagram it is just very shareable.

If you are interested in reading more there is an entire "blog post" when you click see more.

Just a very solid content format.

Full screen / link
design

Header design from Iterative.ai

I love this simple design.

They show:

  • A GIF of code and console
  • Have a few tabs with features, explained
  • Social proof with Github stars

Nice simple and powerful imho.

Full screen / link
design

Newsletter subscribe CTA on Interrupt blog

I like that this is both strong and subtle.

It comes right after I've delivered a smell of value with a technical intro.

And I can see that there is more value to come after thanks to the table of contents.

The CTA itself feels like an info box in the docs rather than a typical subscribe CTA.

Good stuff.

Full screen / link
design

Cross over design for homepage from TailwindCSS

I love the design of this crossover section on the Tailwind homepage.

I see the code and the result next to each other.

I see how I can get that result with code.

It is interactive and catches my attention.

It makes me feel inspired.

Great job Tailwind team!

Full screen / link
design

Auth0 developers portal header

Great above the fold

The subheader explains the value proposition.

Header handles major objections:

  • is it easy to implement?
  • can I extend it?

Then we have 3 CTAs but they are super focused on devs: 

  • Signup (using action-focused copy)
  • See docs which is exactly what many devs want to do before signing up
  • See examples, again exactly what most devs want to see before signing up

Then it goes on to explain how it works with a simple, static graphic.

This whole thing makes me feel peaceful.

Full screen / link
design

Updates modal from Discord

Modal with updates.

Adding a modal with "what happened lately" for users who come back to the app.

Good idea for re-activating users by showing new features or examples.

+ a link to a deeper resource.

Full screen / link
social posts

"Nostalgic" tweet format

Make it about belonging.

Something some people can deeply connect with.
Nostalgia is a very strong emotion.

It feels good to be a part of something as well.

Full screen / link
design

Before / After design from AhoyConnect

Very nice design solution on the homepage.

Classic communication of the world before using your tool and the world after.

Really liked how it felt messy before.

And is nice and clean after.

Full screen / link
campaigns
copy

Meme focused on product value from Datree

Memes are good top-of-funnel, awareness-type content.

Many companies use them on socials as they can "go viral".

But.

You need to either:

  • connect the meme to your company/product value
  • make the meme so good that people follow your account

I like how Datree connects it to the product here.

They are a Kubernetes configuration tool and talk about exactly that here.

They do that with jargon too "k8", "config". When used well it can help you belong to the tribe you are marketing too.

Full screen / link
video

Explainer video from Algolia

Great flow of the explainer. 

Starts with the outcome "Build search UX".

Goes straight to code and 1-2-3-results format. 

Explains every snippet of code as it is added.

Ends with a nicely presented result: a working search on a website.

No voiceover just code and screenshots.

And it's only 45 sec !!!

Full screen / link
social posts

"Disagree with status quo" tweet format

Articulate a deeper thought.

Sometimes you want to tell the world something but you don't know how.
When somebody articulates what you were thinking you just want to share that with them.

This is what this tweet is about.
A deeper thought with some parallel examples to back it up.

Full screen / link
social posts

Twitter code tweet format

Nice and clean code example.

Clear copy, what it does etc.

Calls to action with links to Github and website.

Really long code example which looks great when clicked on.

Full screen / link
design

"Star us on GitHub" navbar design from Supabase

A nice example of making navbar more developer-focused.

Ask for GitHub stars with a link to the repository.

It does three things:

  • shows where your repository is and that you have something I can see
  • lets me see that you have a popular repository
  • reminds me that I can star it (if I am a returning user)
Full screen / link
campaigns
design
copy

VS page format from Ably

Vs pages are a classic SaaS marketing.

But I like how Ably adjusts them to the developer audience:

  • For each criterion, they say why it matters
  • They link to their resources to extend further why Ably works great there
  • They use a lot of developer jargon to make it feel like a dev wrote it for devs
  • They go over a lot of different categories to make this comparison deep enough to be valuable for the buyer
Full screen / link
campaigns

GitHub Skyline

Very cool project.

You type in your GitHub name and see your history in 3d.

  • engaging 3d viz
  • cool music
  • button to share it on Twitter

And Voila!

You have an intrinsically viral brand awareness campaign.

Just brilliant.

Full screen / link
design

Auth0 developer portal Getting started cross-section

This body cross-section is just awesome.

It makes it obvious that I can connect it to my workflow.

This is a must for dev-focused pages imho.

What I like:

- there are many integrations listed

- I can see the code and that it is easy to use

- The CTA is to integration docs, awesome!

Full screen / link
social posts

"Education focused" tweet format

Explain a concept clearly.

Good visual with concrete numbers makes this example easy to understand.

Because it is beautifuly explained people want to share this with their network to be perceived as helpful (and smart).

Full screen / link
social posts

Toolstack diagram for Linkedin post

People want to be valued by their tribe.

One of the ways to do that is by being helpful.

So they want to share things that have a "smell" of insight.

Tool stack/workflow/pipeline chart makes them feel that way.

Full screen / link
design

Multi-tab GIF cross section website design from Supabase

I like the design of this crosshead.

  • Starts with the gif to catch my attention
  • When tabs change the copy, CTA, gif change
  • The figs have a nice click cursor that shows what I am doing
  • CTA is very "silent", non-intrusive
Full screen / link
social posts

Meme tweet format from Supabase

Memes that resonate with your ICP (in this case website backend devs who use PostgresSQL).

Content like this helps people find their tribe.

And then those memes can get folks to follow your account.

If you mix your content well you can then push them further down the funnel.

Full screen / link
design

Auth0 registration form

I like how it adresses the main developer concern.

Can I try it out now with zero commitment.

Yeah.

Start building with a free plan.

And I don't have to put that credit card in.

Basic, I know, but I like how it communicates clearly.

Full screen / link
campaigns

Product-led SEO tactic from Cronjob

Great SEO tactic.

What folks from Cronitor did is:

  • For every combination of "cron +" they created a website
  • Those simple websites rank for particular keywords like "cron every 11 minutes"
  • When you land on the page you get a command you need that solves your problem
  • And you get a nice explanation of their paid tool for monitoring cron jobs

This can be used for many dev-focused tools as by definition they use commands which can be templated.

I've heard about it originally from Harry Dry over at https://marketingexamples.com/seo/cronitor

Full screen / link
video
campaigns

Auth0 campaign: Make login our problem. Not yours.

Make login our problem. Not yours.

This is a beautiful messaging of Auth0 solution.

Login

Simple explanation of what it does/gives you.
Simplified of course

Our problem. Not yours.

You "outsource" this boring but important problem to someone else.
It also has a feel of SaaS in there.
They will take care of it.

Full screen / link
ads
social posts

G2 quote Linkedin Ad format from Algolia

A great example of a quote-style ad.

I like it because:

  • it builds trust via G2 crowd reference and an actual person mentioned
  • the quote talks about what the tool does and what is good about it
  • links to G2 crowd profile, NOT your page -> more trust especially when I don't know the brand yet
Full screen / link
social posts
video

Vercel feature video on Linkedin

I like how they use the black dot to show the mouse movements in the UI.

Simple but powerful and clear.

Full screen / link
social posts
ads

Funny With/Without Linkedin ad format

With/without is a classic marketing campaign theme.

AhoyConnect does it nicely in this ad.

Obviously, not everyone loves memes.

But many devs do.

Those who do may smirk -> smirk builds brand affinity.

Full screen / link
copy
design

Auth0 developer portal Hero section CTAs

There are three CTAs actually.

Common knowledge suggests doing one, maybe two, they do 3:

  • build
  • see docs
  • see examples

Devs want relevant and practical.

Also, devs love docs and examples and check them before signing up.

Action-focused copy is great as well.

Full screen / link
ads

V7 "testimonial" ad on Linkedin

It's a nice template for ads on socials.

So you have:

  • Value
  • Testimonial about value
  • Person
  • CTA

Ideally, I'd make it dark to stand out in the feed and make the CTA about that value as well.

But still, great ad imho.

Full screen / link
design

Auth0 developer portal: How it works diagram

Show how product components fit together.

A good diagram is such a good solution to that.

They use the same colors and eyebrow copy that was used for body sections.
It all clicks now, I get the full picture.

Full screen / link
social posts
ads

Linkedin Ad from Algolia (v2)

Another great Ad creative from Algolia.

Connects:

  • Trust: G2 review and links to G2, not their site
  • Value/Benefit: Clearly explained benefits of using the tool
  • Voice of Customer: it is explained in the way the users talk

Great stuff.

Full screen / link
copy

Header copy from Supabase

Say what you do and how you do it.

What:

  • Supabase owns it with an "open-source firebase alternative"
  • They don't streamline project delivery or anything. 

How:

  • Value proposition around speed of set up
  • Then jargon that hits the spot with your ideal developers
  • Short, and to the point. 

CTA (bonus):

  • "Start your project" action-focused
  • Documentation. With devs, this is always a good alternative CTA
Full screen / link
social posts

"Divide people" tweet format

Say what we are all thinking.

This tweet is great as it states something that most of us feel.
It is something that you may have had a discussion about with someone recently.
You might have fought about one tool or another.
But at the end of the day tools don't matter.

You can share it with someone as:

  • sorry, we had a stupid fight
  • rub it in your face :)

Full screen / link
social posts

Question/joke tweet format from Supabase

Create a connection with your ideal customer profile.

"Wrong answers only" questions are great for that imho.

Full screen / link
ads
social posts

Reddit ad format from ClearML

Code-style ad format on Reddit.

Code can speak louder than words (sometimes).

It makes your value prop real and concrete to the right audience. 

Full screen / link
copy
design

Axiom competitor-focused messaging

In a mature category, it is safe to assume that people know about other tools.

Especially devs.

I love how Axiom owns its unique selling point and how it stands out from the competition.

  • They explicitly say how much more scalable they are vs well-known brands like DataDog, Splunk, SumoLogic, and others.
  • They don't pretend to be the only company in the observability space.
  • They just own their unique selling point and make it easy for people to understand why choose them not others.

Takes guts but I love it.

Full screen / link
design

Sandbox experience from Sentry.io

This is a sandbox experience folks over at Sentry.io created.

I like the navbar CTAs with a big "Documentation" button in there.

Reminds me that I can go and see it when I need it.

Full screen / link
design

GitHub Repository Readme.md design from Prisma

I like how it has a proper "hero section" feel to it but it adds a developer-focused twist:

  • Explains in simple words what the tool is
  • Adds a lot of navigational links (website, docs, examples, blog)
  • Then it goes on to detail about what it does

The rest of the Readme is great as well but the hero section is gold imho.

Full screen / link
video

General audience explainer video from Auth0

Handing #1 dev obstacle: "We can do it ourselves".

Check it out from second 0:35:

"I bet you're like
We can do it ourselves, it's not that hard.
We know what we're doing.

First, I hear you.
Second, are you sure?"

This is mastery.
Pointing out ignorance without alienating people.

Full screen / link
design
copy

Subtle GitHub CTA in navbar from Aporia

Linked GitHub logo in the navbar

Adding CTA to your GitHub repo makes your company look more dev-friendly.

If you have a ton of stars I'd show those as well to play that social proof card.

But even without it, I think it's a good way to get more traffic to your repo and get those stars :)

Full screen / link
social posts

Linkedin promotional post of a library

I like how this post shows:

  • what the library does
  • shows how to install it
  • gives the option to read more in-feed

All in one visual post.

Full screen / link
design
copy

Hero section CTA from Cypress.io

That CTA.

You go straight for the install/download.

I don't know if you can go more developer-focused than that.

It sets the tone for the entire homepage.

And let's be honest (almost) nobody actually clicks that "Sign up" button in the hero section.

Full screen / link
design

Hand-drawn tutorial video style from Robusta

I really love this hand-drawn feel.

It makes it super authentic.

Also, starting from scratch (not a ready diagram) makes following it more fun and less overwhelming.

Great stuff.

BTW the tool used for this is called excalidraw.com

Full screen / link
social posts

Product release post format for Twitter from Supabase

Using memes in the product release.

If you understand your ICP (in this case open-source backend devs) it may be a great idea.

An additional benefit is that people may share a meme... that actually has a link to your announcement.

Full screen / link
design

Star us CTA on GitHub repo from Nhost

It's a proper "star a repo" CTA !

It shows how many people have done this already.
I am less afraid to star some crazy repo and feel like a shmuck.

It shows what to do to start it :)

Full screen / link
campaigns

"We blew our budget on X" format

Funny ad, that makes fun of ads.

But it actually communicates that you don't care about the ads but more about something else, like customer success.

For dev tools, this can be used by changing "customer service" to:

  • docs
  • code examples
  • integration
  • backend
  • UI
Full screen / link
video

Save time video format from Stoplight

How do you show "save time" to devs?

It is often hard as it is not objective.

But there are options.

Spotlight does it beautifully by showing two implementations next to each other solving the same task.
It is obvious which is faster and saves time.
Great stuff!

Full screen / link
design

Great article in-text CTA from DigitalOcean

Adding CTA in dev-focused articles is hard.

You don't want to be too pushy, but you do want to get conversions.

DigitalOcean strikes a great balance with their in-text article CTA design.

They make this CTA look like an info box that you'd typically see in the documentation.

It is clear that it is a Digital Ocean CTA but it doesn't feel pushy.

It feels like a piece of potentially useful information.

Love it.

Full screen / link
social posts

"Code + UI" post format from Aporia

Nice post format.
I like it for dev tools that have both API and UI components.
You show code and what it produces in one view.
You can add additional things to the vis part of it for more context.

Full screen / link
campaigns

Newsjacking by GitGuardian

Newsjacking is a great marketing tactic.
Especially when you can connect it nicely to your product.

And GitGuardian, a tool for secrets management does it beautifully here.
They ran a story on how Toyota suffered from a data breach.
Because they didn't manage their GitHub secrets properly.

Brilliant.

Full screen / link
copy
design

The header copy of Auth0 developers portal

I love this copy. It answers:

  • what it does -> "authentication and authorization"
  • how is it different -> "simple to implement, easy to extend"

It doesn't talk about the value as it is obvious to devs.

Obviously, it will save time and make things safer.

Don't talk about it.

Full screen / link
social posts

"Big code" Linkedin post format with an interesting scroll stopper

I like how this starts with a [WHAT IT IS ABOUT] scroll stopper.

That is coupled with a big block of code that has:

  • input -> code
  • output - > results from console

(presumably) when you click "See more" you get the rest of the text post.