Developer Marketing Channels

My best blog posts and examples on this topic

Articles

Examples

campaigns

GitHub PR growth loop from Snyk

Beautiful growth loop that uses GitHub PRs to spread awareness even internally in the org.

And just one dev needs to sign up for the product to start it.

Works like this:

  • New user signs up for Snyk
  • they connect their GitHub account
  • Snyk finds vulnerabilities in their repositories
  • Snyk-bot creates Snyk-branded PR to fix them
  • other devs in the org see and interact with the PR
  • some follow links to check out Snyk
  • some of them sign up for Snyk

Heard about it on Lenny's podcast episode with Ben Williams (the story starts at 20:53)

... and then signed up to see the actual PR.

I really love this one as it allows you to spread inside the organization even if everything is on-prem and you never get to see it.

Those PRs are just working behind the scenes doing marketing for you.

Brilliant!

design
copy

Competitor comparison page from New Relic

Sometimes your product just wins on price.

I like how New Relic owns it on this page:

  • They show you price comparison graphs
  • The CTAs are focused on helping you compare the prices
  • They use jargon specific to the category to drive the price argument: "peak usage", "overages and penalties", "SKUs"

After reading this I'd trust them to give me a solid price estimate and that it will likely be cheaper than Datadog.

Obviously price is not the only reason why we choose tools, but if that was a problem I had with Datadog, they have my attention.

campaigns
design

Promo T-shirt design from GitGuardian

There are a lot of boring vendor t-shirts at conferences.

And they get boring results.

I like this bold design from GitGuardian:

  • they go for anime which is loved by many devs
  • it feels and looks like an anime t-shirt, not a vendor t-shirt
  • they use their core message "Keep secrets out of your source code"

Nice.