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Does "developer marketing" even work?
Hey everyone,
I’d like to ask you about your experience of marketing in development companies. I’m working as marketer in software development company and comparing to "classic" marketing, it feels like playing a whole different game.
Tight-knit communities, niche audiences, and Facebook algorithms throwing tantrums (seriously, finding the right devs?!)
So, I'm curious... have you struggled with marketing in your dev company? What felt impossible, and what unexpected hacks did you pull off? And how have you overcome it?
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Syed Riyaz Uddin
We haven't tried social media marketing but search engine marketing on Google worked quite a while until we started wasting money on large irrelevant audience. Since we're in India, lot of folks don't even know what they're clicking on. They'd just get a colorful ad with some phone numbers, and then start calling us with no purpose.
So, we switched to search ads. However, the main problem is keywords like "software companies in hyderabad" or "IT companies in hyderabad" that are used by both customers and job seekers.
Now we're just stuck in hundreds of CPC's wasted just because someone wanted to call a software company to look for a job. If we aren't careful, we'd even lose that one qualified customer among those hundreds of job seekers.
However, through word of mouth and local advertisements on Google My Business, we were able to attract a few customers, which has been sufficient for our survival.
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> I’m working as marketer in software development company and comparing to "classic" marketing, it feels like playing a whole different game.
fully agree.
I've spent the last years working specifically in developer tools, experimenting with what works and what doesn't work.
you can put down your B2B marketing playbook.
when I started learning dev marketing, I found these resources really helpful:
- - developer markepear - strategies and tactics by @kuba_czakon;
- - every developer - stories by @adamd to nail technical content;
- - awesome-developer-marketing - hand-picked by @ronak_ganatra1.
- - a guide to developer marketing by @nickparsons (Clerk);
- - dev tool marketing for early-stage startups by @piemets (PostHog).