We go deep into developer marketing. Actionable insights that dev tool founders and marketers can use to grow today. Long interviews with top dev tool marketers, solo deep-dives, examples and teardowns. This will be fun.
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#13 [Interview] How To Get Your Engineers To Blog (In 2026)
Season 1 · Episode 13
Friday, January 16, 2026 • Duration 01:10:07
Ivan Brezak Brkan (IBB)setup, one of the better know dev content programs, shiftmag.dev from scratch. He shares the story of how that happened. And through that story he explains how to actually get devs to write great technical content.
Links:
Ivan Brezak Brkan (IBB) https://www.linkedin.com/in/ivanbrezakbrkan/
Jakub Czakon https://www.linkedin.com/in/jakub-czakon/
How We Created A Global Engineering Handbook in 3 Days - Ivan Brezak Brkan (Infobip) https://youtu.be/gHY-8K5XOwo?si=n5-R0bEo-9oK9q9B
Shift Conference https://shift.infobip.com/
Shift Mag https://shiftmag.dev/
https://www.infobip.com/
Chapters
02:48 The Importance of Developer Content and Community
05:37 Building a Developer Experience Department
08:06 The Shift Conference and Developer Engagement
11:01 Adopting a Journalistic Approach to Developer Content
13:38 Creating a Unique Brand in Developer Marketing
16:31 Internal Buy-In and Engineering Participation
19:02 Workshops for Empowering Engineers to Write
21:53 The Writing Process for Engineers
24:21 Feedback Loops and Editorial Support
27:25 Motivating Engineers to Write and Share Knowledge
36:17 Creating Resonance with the Audience
38:41 Building Trust Through Quality Content
41:36 The Importance of Unique Perspectives
44:13 Leveraging Journalistic Techniques in Development
47:47 Workshops and Collaborative Content Creation
51:50 The Art of Writing and Editing
56:19 Aligning Content with Strategic Goals
01:01:32 Starting Content Creation in Smaller Teams
Takeaways
Developer marketing is a niche that requires unique strategies.
Building trust within the developer community is essential.
Workshops can empower engineers to contribute to content creation.
A journalistic approach can differentiate developer content from competitors.
Feedback loops are crucial for improving content quality.
Aligning content with company goals enhances its effectiveness.
Understanding the audience is key to creating resonant content.
Creating a micro content program is feasible for smaller teams.
Editorial support can help engineers overcome writing challenges.
Trust and community engagement are long-term investments.
#12 [Interview] Dev tool Google search ads with Matt Nguyen
Season 1 · Episode 12
Thursday, October 23, 2025 • Duration 01:50:12
When people ask about Google Ads, Matt Nguyen is probably the most recommended consultant in our marketingto.dev community. Ex GitLab, ex env0 he know consults dev tools (like Clerk, Novu) on demand generation and ads. Matt knows ads cold.
Links:
Matt Nguyen https://www.linkedin.com/in/mattnguyen/
Jakub Czakon https://www.linkedin.com/in/jakub-czakon/
00:00 Introduction and Building Trust through Education
02:52 Understanding Google Ads and Developer Marketing
05:48 Foundational Elements for Running Ads
08:38 Tracking and Measuring Success in Ads
11:21 The Importance of Brand Recognition
14:07 Navigating Early Stage Startups and Google Ads
17:03 Optimizing Google Ads for Better Conversions
19:32 Identifying When Not to Use Google Ads
22:45 Creating Demand and Thought Leadership
25:17 Structuring Campaigns for Success
28:35 Navigating Incomplete Data for Startups
32:36 Understanding Activation and Adoption
36:28 Budgeting for Effective Campaigns
39:40 Branding and Its Impact on Advertising
46:55 Structuring Campaigns for Success
53:57 Understanding Intent in Ad Targeting
56:42 Navigating Low Intent Traffic
01:01:34 The Importance of Matching Ads to User Intent
01:06:23 Campaign Structuring and Thematic Targeting
01:09:52 Ad Copy Differences in B2B vs DevTools
01:15:43 Targeting Strategies in Competitive Markets
#11 [Interview] Marketing dev tools on Product Hunt with Flo Merian
Season 1 · Episode 11
Friday, September 12, 2025 • Duration 01:46:19
Flo Merian (ex PMM at Clerk and Mintflify, Ambassador at Product Hunt and v0 by Vercel) talks about marketing on Product Hunt not as a single launch but a continuous series of re-launches. A ton of great insights. Learned a bunch.
Links:
Flo Merian https://www.linkedin.com/in/fmerian/
Jakub Czakon https://www.linkedin.com/in/jakub-czakon/
00:00 Introduction to the Marketing to Dev Community
#10 [Interview] Marketing dev tools on Reddit with Aditya Ramakrishnan
Season 1 · Episode 10
Saturday, August 30, 2025 • Duration 01:47:04
Aditya Ramakrishnan (PMM at Reo.dev, ex-Stripe, ex-ImageKit) shares his learning from marketing dev tools and technical products on Reddit. Aditya focuses on organic strategies, hard-earned learnings and examples from years engaging on Reddit.
In this episode I go over LinkedIn Ads from Aikido Security. I love their no BS but tongue in cheek approach to marketing and fantastic brand stunts (remember OnlyScans?). I also explained a framework I like that fits quite nicely into this approach.
Links
Aikido Security in LinkedIn Ads library https://www.linkedin.com/ad-library/search?accountOwner=aikido+security
LinkedIn Framework from Impactable https://www.youtube.com/watch?v=DqpiSyH7-Y8&list=PLkUlQWMs43Ej774fAkMc7kuTloulOu6zy
Chapters
00:00 Understanding Aikido's Advertising Strategy
03:13 Layers of Advertising: Cold, Retargeting, and Conversion
06:28 Creative Approaches in Cold Layer Advertising
09:26 Building Trust: Testimonials and Case Studies
12:33 Differentiation and Competitive Analysis
15:20 Thought Leadership and Community Engagement
18:24 Final Thoughts on Aikido's Advertising Success
Takeaways
Aikido's ads are effective and engaging.
Advertising can be broken down into three layers: cold, retargeting, and conversion.
Creative content is crucial in the cold layer to attract interest.
Testimonials and case studies build trust in the retargeting layer.
Differentiation from competitors is key in advertising.
Thought leadership can enhance community engagement.
#8 [Interview] Adam Frankl's tips for developer marketers (not only founders)
Friday, June 27, 2025 • Duration 01:49:26
Adam Frankl is perhaps the GOAT of dev marketing but definitely the Triceratops who was the first VP marketing at 3 dev tool startups that became unicorns. Author of a must read book for dev tool founders - Developer Facing Startup. Had so much fun talking and learning from Adam.
Links
- Adam Frankl https://www.linkedin.com/in/adamfrankl/
- Jakub Czakon https://www.linkedin.com/in/jakub-czakon/
- The Developer Facing Startup (Adam's book) https://www.amazon.com/Developer-Facing-Startup-market-developer-facing/dp/B0D4KGHQML
- Developer Facing Startup Founder's Academy (Adam's course) https://developerfacingstartup.dev/
- Lean Customer Development book https://www.amazon.com/Lean-Customer-Development-Hardcover-version/dp/1449356354
Takeaways
Technical advisory board tweaks for dev marketers implementing this (including the chief scientist persona, social media marketing)
Creating authority and actual thought leadership content as a non SME marketer
Examples of owning the problem midnshare from Neo4j (graph database newsletter)
Strategic narrative framing for dev tools + example from sourcegraph
Technology discovery loop for devs (and getting into those loops)
Dark matter devs and how to solve it with targeting “alpha developers” who in turn speak to other devs
Free anonymous piece of product + examples from Neo4j and Sourcegraph
#7 [Example] CISOTOPIA toy store campaign by Wiz
Thursday, June 19, 2025 • Duration 11:31
In this episode I go over a CISOTOPIA campaign that Wthe security company Wiz ran recently. Basicaly a fake toy store with dozens of funny security puns. Loved it!
Wiz is known for its humorous branding at security conferences.
Creative marketing can differentiate a brand in a crowded market.
Engaging with the community is crucial for brand visibility.
Top of funnel activities can enhance brand awareness.
Using humor in branding can create memorable experiences.
Interactive games can effectively communicate security concepts.
Understanding your audience is key to successful marketing.
Playful branding can make technical subjects more approachable.
Memes and humor can strengthen community connections.
Innovative ideas can lead to increased audience engagement.
#6 [Teardown] Polypane homepage
Season 1 · Episode 6
Saturday, May 31, 2025 • Duration 31:49
I go over all core elements on Polypane's homepage reviewing copy, design, information flow and more.
This was community-requested teardown. If you'd like your homepage/ads/content reviewed -> send it over.
Links:
Polypane homepage https://polypane.app/
Dev tool landing page examples https://www.markepear.dev/examples/landing-page
Jakub Czakon https://www.linkedin.com/in/jakub-czakon/
Takeaways
DevTools should be clearly defined for users.
Ambitious language may not add value to messaging.
Visuals must effectively communicate product features.
Headlines should be re-evaluated for clarity.
User experience is crucial in product design.
Community engagement can enhance product credibility.
Features should be presented in an easily digestible format.
Testimonials should connect to a broader community narrative.
Product differentiation is key to standing out.
A clear call to action can improve user engagement.
Summary
In this conversation, Jakub Czakon provides a detailed teardown of Polyplane, focusing on its use of DevTools, product clarity, user experience, and marketing strategies.
He emphasizes the importance of clear communication of features, the need for effective visual design, and the value of community engagement and testimonials.
Jakub also discusses the significance of product differentiation and offers recommendations for improving the overall presentation and user understanding of Polyplane.
I this episode I review the homepage of BuildKite, focusing on how the design effectively showcases social proof through mini case studies and uses a platform diagram as an interactive visual in product sections lower down the page.
Links
- Buildkite https://buildkite.com/
- Jakub Czakon https://www.linkedin.com/in/jakub-czakon/
07:39 Communication of Features and Differentiation
10:31 Quotes and Testimonials
13:08 Final Thoughts and Recommendations
Takeaways
BuildKite effectively showcases their product despite its complexity.
Social proof is front-loaded, enhancing credibility.
The homepage connects product functionality with customer success stories.
Visual communication is crucial for user engagement.
The use of diagrams helps clarify product features.
A strong differentiation strategy is evident in their messaging.
User testimonials could be more prominent for impact.
The homepage could benefit from a clearer 'how it works' section.
Integrations with other tools should be highlighted.
Overall, BuildKite's homepage is well-designed and effective.
Keywords
BuildKite, homepage design, product value, social proof, user experience, differentiation, customer focus, visual communication, testimonials, integrations
#4 [Interview] LinkedIn video ads for tech audiences with Itamar Ben Yair
Season 1 · Episode 4
Saturday, May 10, 2025 • Duration 01:42:57
Itamar Ben Yair is a tech startup LinkedIn ads consultant specializing in TikTok UGC style video ads to the cold audience. He shares his insights on why they work so well, how to do them, how to measure the impact and much more.
Links
- Itamar Ben Yair https://www.linkedin.com/in/itamar-ben-yair-053271174/
- Jakub Czakon https://www.linkedin.com/in/jakub-czakon/
Takeaways
- Bring B2C aesthetics to B2D. Get inspired by people who actually do good ads that drive entire B2C businesses rather than vanilla B2B ads.
- In dev tools, you need more than 5 seconds to explain what the product does. Sometimes way more. TikTok-style video ads with actors catch attention and keep it for long enough so that you can explain what your tool does.
- Startups should focus on cold audiences (prospecting). People who never heard of you. This is where the impact comes from not remarketing.
- If you do something inherently exciting, with a free tier, a good in-feed YouTube ads tactic is to get the influencer to create a piece of content, and distribute that video through in-feed ads.
- Instagram (Meta) ads can be a great way to reach engineers. You find your audience by qualification through a creative. For example start with a generic interest based audience, see who watches 75% of your video ads, find lookalikes to those and serve ads to them. But it only works if your audience on Meta is in 100s of thousands.
- “Every ad should show the product” was a rule at Monday that Itamar has used throughout his career. Even if it is difficult, show the product, talk about the capabilities of the product.
- Optimize ads based on in-platform signals (view % etc), sanity check with sales that leads coming in are good (pipeline).
- Take big bets and see obvious results (or not). Small incremental improvements are hard to see. Don’t scale the budget by 10%, scale it 2x. Make it easy to see that you succeeded or failed.
01:21:29 Leveraging Market Education Against Competitors
01:24:36 Crafting Effective Ad Copy for Developers
01:39:49 Key Principles for Google Ads Success
Takeaways
Education builds trust with clients.
Google Ads requires a structured approach.
Brand recognition enhances ad effectiveness.
Understanding customer journey is crucial for ads.
Tracking conversions is essential for success.
Pre-signup engagement can signal readiness.
Ads should amplify existing traction.
Budgeting is key to effective ad campaigns.
Campaign structure should align with customer intent.
Success metrics should focus on business outcomes. Understanding search intent is crucial for effective marketing.
Segmenting audiences can lead to better ad targeting.
Low intent searches can still provide valuable traffic.
Landing pages should match the user's intent.
Organizing campaigns around themes can simplify strategy.
Product releases should be tied to campaign themes.
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