How to build a culture of advocacy in DevRel and marketing

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0h1.98c.144.715.54 1.617 1.235 2.512C12.895 3.389 13.797 4 15 4v2c-1.753 0-3.07-.814-4-1.829V11a5 5 0 1 1-5-5v2a3 3 0 1 0 3 3z"/> </svg></a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-exclusive-articles tag-developer-marketing tag-developer-relations "> <section class="post-full-content Exclusive articles"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2024-09-20">20 September 2024</time> <span class="reading-time">11 min read</span> </section> <h1 class="post-full-title">Developer marketing is DevRel: How to build a culture where everyone is a community advocate</h1> <section class="post-full-meta"> <a href="/tag/exclusive-articles/">Exclusive articles</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/kaitlyn/"> <img class="author-profile-image" src="/content/images/size/w300/2024/03/1706312402935.jpeg" alt="Kaitlyn Barnard" /> <section class="author-card-content"> <h4 class="author-card-name">Kaitlyn Barnard</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2024/09/DMA_Website_Article_Images_Author_Highlight--3-.png);"> </div> </header> <script> inArticleAdListDisabled = true; </script> <div class="post-content"> <p> <p><em>This article is based on </em><a href="https://www.linkedin.com/in/kaitlynrbarnard/?ref=developermarketing.io"><em><u>Kaitlyn Barnard</u></em></a><em>’s talk at the Developer Marketing Summit in San Francisco. As a DMA member, you can enjoy the complete recording </em><a href="https://www.developermarketing.io/developer-marketing-summit-san-francisco-2023-ondemand/?wchannelid=pd11eyrel7&wmediaid=e2b6jl8rlv"><em><u>here</u></em></a><em>.</em></p><hr><p>A few years ago, I joined a Kong as a Senior Developer Marketer. As we were building out our <a href="https://www.developermarketing.io/what-is-developer-relations-devrel/"><u>developer relations (DevRel)</u></a> team, leadership started talking about all the things DevRel would own. I thought to myself, "Wait a second, I do a lot of that." </p><p>At the time, I told my manager, "I'm going to give a talk and convince everyone that <a href="https://www.developermarketing.io/devrelations-and-devmarketing-what-do-they-have-in-common/"><u>developer marketing and DevRel</u></a> are one and the same." </p><p>He looked at me and said, "Please don't do that." Coincidentally, that was around the time the entire world shut down, so I couldn’t give that talk anyway. </p><p>Now, three years later, I'm hearing a lot of my peers interchangeably refer to themselves as dev marketing or DevRel. So, I think we're ready to have this conversation.</p><p>Here's a peek at what we'll cover today:</p><ol><li>A common misconception about developer marketing and how I think about it</li><li>The importance of developer marketing (which I hope I don't have to convince many of you about)</li><li>How to create a culture where marketing and DevRel can succeed together</li><li>How to enable everyone within your organization to be a community advocate</li><li>How to build messaging and programs that developers love</li></ol><p>It's important to note that this article is more about culture than a tactical playbook. We'll be focusing on the big picture and how to create an environment where developer marketing and DevRel can thrive together.</p><p>Let’s get into it.</p><h2 id="do-developers-actually-hate-marketing">Do developers actually hate marketing?</h2><p>When people hear I'm a <a href="https://www.developermarketing.io/developer-marketing-as-a-discipline-and-career/"><u>developer marketer</u></a>, they often say, "But <a href="https://www.developermarketing.io/do-developers-really-hate-marketing/"><u>developers hate marketing</u></a>." </p><p>This used to frustrate me because it never feels good to be told that an entire group of people you've dedicated your career to helping hates everything you do. Now, I actually enjoy this comment because it's a great opportunity for education and to discuss what really bothers developers about marketing.</p><p>This aversion to marketing isn’t exclusive to developers. I think we all hate marketing to some extent – when it's done poorly. Consider these scenarios:</p><ul><li>Someone comes to your door trying to sell you something, and you hide, pretending not to be home. </li><li>You have a private conversation in your living room, and suddenly you start getting retargeted ads. It feels creepy and like an invasion of your privacy.</li><li>You get ads that seem completely irrelevant, making you wonder what in your search history led to this.</li><li>You see an ad for a product, but you don't understand what it does because the messaging is wrong and they didn't understand their audience at a fundamental level.</li></ul><p>On the flip side, we love to be shown things that solve our problems. I don't have time to dive into research every time I need something, so I really appreciate it when someone does all that heavy lifting for me and says, "Here's the perfect solution to your problem."</p><p>That's my entire philosophy of developer marketing. We're here to help, educate, be a resource, and provide a solution if and when the time is right.</p><h2 id="the-importance-of-developer-marketing">The importance of developer marketing</h2><p>In the current financial climate, it's crucial to have a clear talk track about the value we bring to our organization. Let me explain a bit about our team structure at Kong to illustrate this.</p><p>My developer marketing team reports directly to <a href="https://www.developermarketing.io/how-to-become-a-cmo/"><u>the CMO</u></a>. We own functions like <a href="https://www.developermarketing.io/how-to-build-developer-centric-advertising-campaigns/"><u>campaigns</u></a>, <a href="https://www.developermarketing.io/what-is-content-marketing-for-developers-the-ultimate-guide-for-dev-marketers/"><u>content</u></a>, and <a href="https://www.communityledgrowth.com/top-tips-for-effective-online-community-management/?ref=developermarketing.io"><u>community management</u></a>, and we partner very closely with the <a href="https://www.revenuemarketingalliance.com/demand-gen-vs-lead-gen-difference/?ref=developermarketing.io"><u>demand gen</u></a> team. </p><p>We’re the only team in marketing focused on <a href="https://www.developermarketing.io/the-complete-guide-to-developer-personas/"><u>the developer persona</u></a>, essentially functioning as a mini-marketing org within the larger one. While the demand gen team targets <a href="https://www.developermarketing.io/ideal-customer-profile-vs-buyer-personas/"><u>the buyer persona</u></a>, we supplement their efforts by focusing on developers, allowing us to influence the pipeline strategically.</p><p>By comparison, our <a href="https://www.developermarketing.io/developer-relations-is-booming-heres-why/"><u>developer relations</u></a> team sits on the product team. They're focused more on the later funnel stages, such as activations and user success functions. They also own areas like developer experience and documentation.</p><h3 id="key-strengths-of-developer-marketing">Key strengths of developer marketing</h3><p>Our developer marketing team has four key strengths that make us invaluable to the organization:</p><ol><li><strong>Deep persona knowledge: </strong>We’re the developer subject matter experts (SMEs) on the marketing team. We have a genuine interest in understanding their world. </li><li><strong>Technical expertise: </strong>To understand the developer's world, we maintain a level of technical expertise. This allows us to communicate effectively with both technical and non-technical audiences, bridging the gap between developers and other parts of the organization.</li><li><strong>A focus on education: </strong>Developer marketing is all about <a href="https://www.developermarketing.io/creating-meaningful-and-sustainable-relationships-with-developers/"><u>relationship building</u></a>, not selling. There’s a whole other team that focuses on selling to the buyer persona; we’re not doing that. </li><li><strong>Experience in mapping to business value: </strong>We have insight into how our efforts impact the business and can effectively communicate <a href="https://www.developermarketing.io/mapping-developer-marketing-to-revenue-goals/"><u>the impact of developer marketing programs on revenue goals</u></a>.</li></ol><h2 id="how-marketing-and-devrel-can-succeed-together">How marketing and DevRel can succeed together</h2><p>Often in organizations, DevRel has a kind of mistrust of marketing. That can be because they've been asked to do marketing activities that feel inauthentic, or because there's an organization-wide misunderstanding of what DevRel is in the first place. Developer marketing's role is to help bridge that gap.</p><p>So, let’s explore how to create a culture where marketing and DevRel can succeed together:</p><h3 id="1-build-a-cohesive-strategy-together">1. Build a cohesive strategy together</h3><p>First, it's crucial that developer marketing and DevRel don’t plan in silos. Here's how we do it at Kong:</p><ol><li>I get my <a href="https://www.developermarketing.io/7-easy-developer-marketing-metrics-that-reveal-your-campaigns-success/"><u>goals</u></a> from marketing</li><li>DevRel gets its <a href="https://www.developermarketing.io/what-success-looks-like-in-devrel-define-meaningful-goals/"><u>goals</u></a> from product management</li><li>We meet and put together our plans</li><li>DevRel sees my plan before leadership ever does, so there are no surprises</li></ol><p>This approach allows you to present a united front anytime someone questions your community activities. If you and your DevRel leader are on the same page, you have a much stronger argument for leadership about what you're doing.</p><h3 id="2-divide-and-conquer">2. Divide and conquer</h3><p>How DevRel and developer marketing teams divide their workload varies from company to company. So DevRel may be used to owning some dev marketing functions, and vice versa. </p><p>I recommend playing to your strengths. For example, my team owns <a href="https://www.developermarketing.io/ai-in-community-management-playbook/"><u>community management</u></a>. At many other companies, that falls under DevRel, but my team is better placed to own it because the majority of Kong’s community management is taken on by marketing.</p> <aside class="gh-post-upgrade-cta"> <div class="gh-post-upgrade-cta-content" style="background-color: #4f36d6"> <h2>This post is for paying subscribers only</h2> <a class="gh-btn" data-portal="signup" href="#/portal/signup" style="color:#4f36d6">Subscribe now</a> <p><small>Already have an account? <a data-portal="signin" href="#/portal/signin">Sign in</a></small></p> </div> </aside> </p> </div> <aside class="post-upgrade-cta"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--2-.png" alt="Developer Marketing Alliance icon" class="site-logo" /> <h2>Become a member to see the rest </h2> <p class="post-upgrade-cta-desc"> Some of our content is only available to Developer Marketing Alliance members. 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No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/kaitlyn/"> <img class="author-profile-image" src="/content/images/size/w300/2024/03/1706312402935.jpeg" alt="Kaitlyn Barnard" /> <section class="author-card-content"> <h4 class="author-card-name">Kaitlyn Barnard</h4> <p>Kaitlyn Barnard is a Senior Developer Marketing Manager at Kong. 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$(document).ready(function () { // Start fitVids var $postContent = $(".post-full-content"); $postContent.fitVids(); // End fitVids var progressBar = document.querySelector('#reading-progress'); var header = document.querySelector('.floating-header'); var title = document.querySelector('.post-full-title'); var lastScrollY = window.scrollY; var lastWindowHeight = window.innerHeight; var lastDocumentHeight = $(document).height(); var ticking = false; function onScroll() { lastScrollY = window.scrollY; requestTick(); } function onResize() { lastWindowHeight = window.innerHeight; lastDocumentHeight = $(document).height(); requestTick(); } function requestTick() { if (!ticking) { requestAnimationFrame(update); } ticking = true; } function update() { var trigger = title.getBoundingClientRect().top + window.scrollY; var triggerOffset = title.offsetHeight + 35; var progressMax = lastDocumentHeight - lastWindowHeight; // show/hide floating header if (lastScrollY >= trigger + triggerOffset) { header.classList.add('floating-active'); } else { header.classList.remove('floating-active'); } progressBar.setAttribute('max', progressMax); progressBar.setAttribute('value', lastScrollY); ticking = false; } window.addEventListener('scroll', onScroll, { passive: true }); window.addEventListener('resize', onResize, false); update(); var getHiddenUpgrade = document.querySelector('.hidden-upgrade'); if (getHiddenUpgrade && isHiddenUpgradeVisible) getHiddenUpgrade.style.display = 'block'; }); // window.inArticleAdList = [ // { // img: 'https://static.ghost.org/v3.0.0/images/publishing-options.png', // url: '/' // }, // { // img: 'https://static.ghost.org/v3.0.0/images/admin-settings.png', // url: '/' // } // ]; if (window.inArticleAdList && !window.inArticleAdListDisabled) { const getSelectPostContent = document.querySelector('.post-content'); const getSelectPostContentLength = parseInt(getSelectPostContent.children.length / 2); const getSelectPostContentItem = 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