Marketing to developers presents some unique challenges. As more and more tools and services sell directly to developers and as more developers are becoming an active part of product evaluations, knowing how to speak to developers is a critical skill for companies. However, as an audience, sevelopers tend to be uniquely sensitive to traditional or obvious marketing tactics.
Developer relations envelopes a range of jobs that are aimed at interacting with developer communities to increase awareness of a product through “authentic” interactions. These involve things like speaking at events, managing online communities, writing content or contributing to open source – to name just a handful of activities. Traditionally, DevRel teams were composed of developer advocates who came from traditional engineering careers and thus bring an engineer’s perspective to these activities. DevRel teams now include additional roles such as community managers, developer experience engineers and other roles that focus on different aspects of reaching the developer audience.