Scaling DevTools

Scaling DevTools is the podcast that investigates how DevTools go from zero to one. What we coverAn introduction to MiroWhat does ‘humanness’ mean?How to leverage ‘humanness’The four pillars of DevRelOutreachProductEducationCommunityAlways be empatheticAlways be respectfulWhere to hear from CarlaTwitter: @CarlaSofiiLinkedin: Carla Sofia Teixeira**https://developers.miro.com/**

What we coverCreating content is a process, not a projectReusing content effectivelyStay on message!!Consistent gentle pressureBoring but effective strategiesWhere to hear from JasonTwitter: @jlengstorfjason.af/linkshttps://www.learnwithjason.dev/

ResourcesCrossing the chasm by Geoffrey MooreAirbyteNetlify Auth LibraryWardley mapStrategy Letter V by Joel SpolskyThe hardest working graphic in software10x-ing Svelte (Svelte Summit 2022 Talk Notes)swyx’s links:TwitterswyxDX TipsAI writingLearninpublic.orgIntro to tech strategyKey points:Everyone in tech should understand the technology adoption cycle and know which stage of the adoption cycle you’re atFirst time founders obsess about products and second-time founders obsess about distribution.At the beginning, focus-in on one offering - have conviction in who your users areYour tech IS the story at the earliest stage of the adoption cycle. Because you are targeting innovators and they love to know you use Rust for example! At the later stage, tech no longer matters; the cost matters. Your messaging evolvesYou should be picking industries and companies with a strong chance of success

What we coverAn introduction to WaspThe Wasp journey so farThe ups and the downsHaving convictionReviewing progressCommunication with usersReaching Junior DevelopersWhat advice would you give?Where to hear from MatijaTwitter: @MatijaSosicBlog: https://wasp-lang.dev/bloghttps://wasp-lang.dev/Where to hear from usTwitter: @JackSBridgerhttps://blog.bitreach.ioNewsletter: https://www.bitreach.io/

Deepak Prabhakara is the CEO and Co-founder of BoxyHQ. BoxyHQ enables you to add plug-and-play enterprise-ready features to your SaaS product.What we coverAn introduction to BoxyHQGetting BoxyHQ out there in the worldThe BoxyHQ Open Source modelWhat developers wantProgression and growthContent updateContent distributionKeeping an eye out on Twitter termsWhere to hear from DeepakTwitter: @boxyhqGitHub: https://github.com/boxyhqhttps://boxyhq.com/

Ed Freyfogle is the Co-founder of OpenCage. The OpenCage Geocoding API provides worldwide, reverse (latitude/longitude to text) and forward (text to latitude/longitude) geocoding based on open data via a REST API.What we coverIntroduction to OpenCageTransparency is keyCompetition and learningDeveloper mind tricksBootstrapping OpenCagePlaying the long gameMeasuring conversionEnthusiastsWhere to hear from EdTwitter: @freyfoglehttps://opencagedata.com/http://freyfogle.com/Geomob podcast: https://thegeomob.com/podcast

Kyle Gawley is the Founder of Gravity. Gravity help founders build SaaS products at warp speed.What we coverIntroduction to GravityThe journey so farWhy trust is importantCreating and building trustMarketing approach for GravitySpecific problem to solveTips for SEOSelling to developers badly (things to stay away from!)The future of GravityWhere to hear from KyleTwitter: @kylegawleyhttps://usegravity.app/Learn how to build a SaaS product from scratch course: https://usegravity.app/how-to-build-a-saashttps://aigraphics.io/

Ramiro Nuñez Dosio is a Growth Marketer at Supabase. Supabase is a platform designed to help devs streamline the creation of modern apps.What we coverThe Supabase marketing approachLaunch weeks at SupabaseKeeping focusMarketing processesHow to measure successHow to distribute contentWhere to hear from RamiroTwitter: @ramiro__ndLinkedin: https://www.linkedin.com/in/ramiro-nd/https://supabase.com/

Thomas Peham is the VP of Marketing and Julius Hemingway is an Analyst Relations Manager at Storyblok. Storyblok harnesses a headless, API-driven CMS architecture empowering developers to build anything, publish everywhere, and integrate with any technology stack.What we coverWhat do you do at Storyblok?Growing up fastProduct market fitAdvice for startupsCollaborating with partnersWhat opportunities do you see out there, working with analyst companies?Where to hear from Thomas & JuliusThomas: @tompehamJulius: https://www.linkedin.com/in/julius-hemingway-b720b1136/https://www.storyblok.com/

Colin Sidoti is the CEO of Clerk.dev. Clerk helps developers build user management. They provide streamlined user experiences for your users to sign up, sign in, and manage their profile.What we coverHasn't auth been solved already?Growth and new customersPitching ClerkCommunitiesUser journeyWhere to hear from Colinhttps://twitter.com/tweetsbycolinhttps://twitter.com/ClerkDevhttps://clerk.dev/

Sean Falconer is the Head of Developer Relations & Product Marketing at Skyflow. Skyflow is a privacy API for sensitive data that is built on a customer data vault.What we coverBuilding a DevRel function from the ground upAn MVP DevRel teamA real content strategyHiring the right personMeasuring performance in the early stagesHow do DevRel and marketing interplay?Where to hear from Sean@seanfalconerhttps://www.skyflow.com/https://www.skyflow.com/podcastP.s. thanks so much to Harpreet Sahota for listening and suggesting we invite Sean!

Zivit Katz is the VP of Marketing at Zigi. Zigi is an AI-powered personal assistant for developers. By managing your dev workflow and handling all your mundane, non-programming tasks across multiple apps directly from Slack.What we coverMarketing at ZigiThe market and usersLearning the right languageUnderstanding the developerThe importance of marketing plansWhere to hear from ZivitZivit's Linkedin Zigi's Linkedinhttps://www.zigi.ai/

James Hawkins is the CEO & Co-founder of PostHog. PostHog is an open-source product analytics suite, built for engineers.What we coverPostHog - implement without ever getting up from your deskHow PostHog have cracked being bold and transparentSmall cross-functional teams at PostHogTwo people in Sales > $100Million of revenueWorking with enterprise clientsWhere to hear from James@james406https://posthog.com/The handbook - https://posthog.com/handbook

Brandon Gubitosa is a Senior Content Marketer at Plural. Plural is a software development company that is on a mission to help DevOps teams access and deploy open-source solutions that are recognised as top-tier.Scaling DevTools is the podcast that investigates how DevTools go from zero to one. Created by Jack Bridger, founder of BitReach. BitReach helps DevTool companies reach more developers. In scaling DevTools, Jack explores how startups sell to developers, build tools and become successful.What we coverAn introduction to Plural and it’s growthDistributing contentWhy startups under distribute contentUsing metrics to help define if something should be pursuedHow to decide on a compelling piece of contentLeveraging open source communities to drive growthContent agency Vs In-houseWhere to hear from Brandonhttps://www.plural.sh/https://www.linkedin.com/in/bgubitosa/Where to hear from usTwitter: @JackSBridgerhttps://blog.bitreach.ioNewsletter: https://www.bitreach.io/

André Eriksson is the founder of Encore. Encore is a backend development engine built on the belief that escaping complexity unleashes a higher state of creativity.Scaling DevTools is the podcast that investigates how DevTools go from zero to one. Created by Jack Bridger, founder of BitReach. BitReach helps DevTool companies reach more developers. In scaling DevTools, Jack explores how startups sell to developers, build tools and become successful.What we coverAn introduction to Encore's Go frameworkWhat drove André to create Encore and where he found his conviction from frustrationProblems faced by experienced backend developersObtaining your first customers who immediately get itFocusing on content to bring developers to youSales at Encore - tailoring everything to what is important to customers Building technical trust - can you trust it will do what I want?Building business trust with open sourceWhere to hear from AndréTwitter: @_eandrehttps://encore.dev/Where to hear from usTwitter: @JackSBridgerhttps://blog.bitreach.ioNewsletter: https://www.bitreach.io/

Ana Hevesi is a Developer Experience Researcher and Ecosystem Consultant. She has experience marshalling technical products and communities at companies including Stack Overflow, Nodejitsu and MongoDB.What we coverAn introduction to developer user researchResearch at DevTools startupsHow to use findings and insightsHow user research can help extend runway at a startupWhere to hear from AnaTwitter: @anthrocypherhttps://www.anahevesi.com/Tools Anna lovesDovetail

Nimrod Kramer is the CEO at Daily.dev. Daily.dev is a community of developers getting together and exploring Dev news.What we cover(00:39): Why has Daily.dev been such a sensation from your perspective?(02:13): Could you share your thoughts on good developer marketing and what it is?(04:52): Could you talk about how you work with Francesco and how that's been working?(07:28) Could you talk a little bit about examples?(09:19) What is a developer?(13:12) Have you got any examples of companies that have created really successful marketing campaigns with Daily.dev?Where to hear from NimrodTwitter: @NimrodKramerhttps://daily.dev/

Megan Reynolds is an investor at Crane Venture Partners. Crane are an early stage VC who have invested in developer tools such as Gitpod, Encore and Novu. What we coverWhat is happening in the market right now?Critical path for developersWhat can devtools do to make themselves more critical?Understanding your landscapeWhat are the good founders doing? Gitpod exampleWhy Megan invested in NovuWhat Megan is looking for in devtoolsWhere to hear from MeganTwitter: @meganreynohttps://crane.vc/Dev Tools mentionedGitpod - open source remote developer collaborationGitpod // Factorial case studyNovu - open source notification infrastructureEncore - backend development engineFirebase - backend as a serviceSupabase (open source alternative to firebase)Posthog (open source alternative to mixpanel)

Richard Moot is the Head of Developer Advocacy at Square. Square helps millions of sellers run their business-from secure credit card processing to point of sale solutions. What we cover(00:32): Could you tell us about the work that you're doing on YouTube with Square?(01:00): If a startup is thinking of getting started with YouTube, how would you suggest they get started?(03:39): Could you talk us through the types of tasks that you or other members of the team do?(07:28) Could you talk a little bit about examples?(09:16) How do you approach them quality vs quantity when it comes to good examples?(11:52) Where and how does fun come into it all?Where to hear from RichardTwitter: @wootmoothttps://squareup.comhttps://developer.squareup.com/us/enhttps://www.youtube.com/c/SquareDev

Wesley Faulkner is a Senior Community Manager at AWS. Amazon Web Services provides on-demand cloud computing platforms and APIs to individuals, companies, and governments, on a metered pay-as-you-go basis.(00:40): Would you be able to tell us a little bit more about higher-order thinking?(05:31): Could you share some examples of higher-order thinking versus a lower-order marketing campaign or communication that didn't work so well?(11:06): Could you share your thoughts on developers wanting to understand how things work?(13:38) When it comes to higher-order thinking and understanding your audience, investing long-term sometimes feels like it may have a slower payoff. How do we justify this kind of investment? Especially if we're a startup that needs users or signups really quickly.Tweet we are discussingWhere to hear from WesleyTwitter: @wesley83https://aws.amazon.com/https://www.communitypulse.io/

Dylan Fox is the Founder & CEO of AssemblyAI. AssemblyAI is an AI company that researches, trains, and deploys State-of-the-Art AI models. Thousands of developers and product teams build with AssemblyAI's simple API to automatically transcribe and understand audio data at scale.What we cover(00:20): Could you tell us a little bit about AssemblyAI?(01:10): Could you talk about your content strategy?(03:37): How do you balance the goal of promoting AssemblyAI with creating authentic, useful pieces of content?(09:59) How are you able to produce such in-depth content?(11:22) What was it like going through YC and acquiring your first users?Where to hear from DylanTwitter: @YouveGotFoxhttps://www.assemblyai.com/https://twitter.com/AssemblyAI

Juri Strumpflohner is the Director of Developer Experience at Nrwl Technologies. Nrwl works with global enterprises to provide remote consulting, training, and engineering. Nx is Nrwl’s open source product which provides advanced tools that help scale enterprise development. What we coverThe story, Nrwl, and Nx?Solve the problems you seeOpen source business modelHow Nx got to 2million downloads per week Hiring for growthTaking over an existing open source proejctWhere to hear from JuriTwitter: @juristrhttps://nrwl.io/https://nx.dev/https://www.youtube.com/c/Nrwl_iohttps://nx.dev/conf

Ronak Ganatra is the Director of Marketing at Lano, a global software solution enabling businesses to hire and pay full-time employees and contractors. Ronak was previously VP of Marketing at Hygraph and has also founded https://marketingto.dev/.What we cover(00:37): What was it like on your first day working at Hygraph versus three years later?(07:03): What do you think being a better developer marketer means?(08:36): How do you approach things like performance marketing?(12:17) How should developer marketing teams be working with sales teams?Where to hear from RonakTwitter: @gunnyganatrasavepadhttps://marketingto.dev

Sarah Jane Morris is the Senior Manager of Developer community at HubSpot. Hubspot is a CRM platform that brings everything scaling companies need to deliver a best-in-class customer experience into one place.What we cover(00:21): How should early-stage startups be thinking about community?(06:09): Once the community has found momentum, what would the next focus be?(12:27): In terms of tangibly measuring how well you're doing, what kind of things do you care about?(18:39): Community can sometimes be put on the back burner, but at the same time you see so many of the most successful dev startups invested in community really early on. Do you see a pattern or do you have any advice for startups that are at this stage?Links mentioned by SJTwitter: @SarahJaneMorrishttps://www.hubspot.comhttps://haxor.sh/https://www.twilio.com/https://www.commonroom.io/ https://projectinclude.org/

Phil is the founder of Tiiny.host. Tiiny.host is a web hosting application that allows you to simply host & share your web project. What we cover(00:28): What has growth been like at tiiny.host?(04:44): Why does the world need a new hosting provider?(10:50): How did you decide to position tiiny.host?Where to hear from PhilTwitter: @_barettohttps://tiiny.host/

Kimmy Leslie is a marketer at Stream. Stream power chat messaging and activity feeds for billions of global end-users across thousands of different apps.What we cover(00:42): What does community mean to Stream?(01:37): What are good events like in the developer space?(02:31): How did you find having a blank canvas of events that you could run and sponsors that you could find?(03:30): Do you have any advice for anyone at a startup where they aren’t doing any events or sponsorship?(05:20): Do you think sponsors and events play into the product in terms of how it develops, as well as all the relationships that you are building with different communities?(07:38): What do you do when you have a successful sponsor, what happens next?(08:25) Would you recommend for someone just getting started to allocate their budget between different events and sponsors?Where to hear from KimmyTwitter: @LeslieKimmyStream - https://getstream.io/

Kuba Czakon is the CMO of Neptune.ai, a Metadata store for MLOps, built for research and production teams that run a lot of experiments. Kuba is also the author and creator of https://www.developermarkepear.com/.What we cover(00:54): How should we be doing developer marketing?(01:06): How are you applying your four pillars of developer marketing at Neptune?(11:00): How are you thinking about SEO?(13:21): How are you allocating your resources now that you are the CMO of Neptune?Where to hear from KubaTwitter: @JCzakonhttps://neptune.ai/https://www.developermarkepear.com/Developer Marketing community - https://marketingto.dev/

Nico Botha is the founder of Ship SaaS, a Next.js Saas boilerplate that allows you to ship your SaaS in no time. Nico is also co-founder of Supermeme.ai ****an AI meme generator. ****What we cover(00:28): What made you start Ship SaaS?(01:06): How did you go about getting your first customer?(01:29): Do you have any advice for someone starting to build a tool for Developers?(02:06): When you describe justifying your tech stack and developers asking lots of questions, how can someone ensure they prepare their tool for that kind of scrutiny?(02:54): Could you dig a little more into how you plan to grow Ship SaaS and your plans for the future?(03:38): How have you currently been thinking about SEO?(04:52): Did you specifically set out to rank for that key term? Or were you just creating content that you thought would be useful?(05:12): One of your other projects is Supermeme, a tool for generating memes using AI. How do you think memes can play into Developer marketing?Nico's links:Twitter: @nwbothahttps://shipsaas.com (Nico's SaaS boilerplate)https://www.supermeme.ai (Nico's other project - a meme tool)https://katlinks.io - SEO tool (Nico uses this)

Julie Reboul is a Senior Developer Marketing Manager at Algolia. Algolia is an AI-powered search and discovery platform for dynamic experiences. Julie has also previously worked with companies such as Microsoft, Twitter, and Orange.What we cover(00:37): Could you tell us a bit about the kinds of things you're working on at Algolia?(02:58): How do you cultivate a community of trust at Algolia?(04:57): What is it that you and your partner focus on?(06:25): What do you think attracts developers to want to join Algolia's live sessions or developer conferences?(07:24): Could you tell us a little bit about how you approach co-marketing?(09:10): Could you share a bit about the culture at Algolia?(10:47): What changes have you seen in Algolia in the last five years?(11:55): In the five years that you've been there, what do you think Algolia does well that's led to its success?Where to hear from JulieTwitter: @juliereboulhttps://www.algolia.comPodcast: https://developerexperience.buzzsprout.com

In today’s episode, Jack discusses what it was like working in a sales team at Stack Overflow, selling to developers, and why you should think about sales in terms of champions. What we cover(01:07): Being a Sales Development rep.(03:34): When a salesperson gets an inbound lead, it's a euphoric moment.(03:09): Developers rarely check emails.(05:04): Connect with people that already have a problem.(05:48): Qualify your leads.(07:04): Think about sales in terms of champions.

Natwar Maheshwari is a Developer Marketing Lead at Algolia. Algolia is known for empowering builders with the search and recommendation services they need to build world-class experiences. What we cover(00:43): How do you think we should think about developer marketing when we're just getting started?(03:34): Are there things we can do to create that experimental culture?(07:10): It's about not being afraid to do things that you don't have a lot of knowledge on and try them out just because they seem like a good idea. But also try to get at least a little bit of expertise thrown in there so that you're not, for instance, doing an SEO experiment over 24 hours and expecting to see some results.(09:48): When you're experimenting with different things, does that play into brand building?(12:12): When we talk about experimentation, is it experimenting within constraints? How would you describe the kind of process?Where to hear from NatwarTwitter: @natwar86https://www.algolia.comNewsletter: https://www.engineeringbrew.com

Karl Hughes is the founder of Draft.Dev - a marketing content agency focused on creating great content for software engineers. Since founding the company in 2020, the team has grown to include marketers, editors, engineers and over 130 technical writers. Karl also lectures and writes about his learnings and experiences and was previously CTO at a Venture-backed startup. Karl is the perfect person to talk to if you're serious about scaling your developer content.What we cover(01:20): Content is pretty much accepted as one of the most predictable paths to grow for developer tools, but the payback is also sometimes a little slower than other channels. Karl, against this backdrop, how should DevTools startups be thinking about content?(09:44): How does the reputation of your DevTool come into it?(12:42): I'd love to hear about how you think about promotion, and especially at the moment if there's anything that startups can be doing to shorten the payback of some of their content?(16:12): Have you had any experiences with developer content on TikTok?Where to hear more from KarlTwitter: @KarlLHugheshttps://draft.devBlog: https://draft.dev/learn/

Michael Christofides is the co-founder of pgMustard, a Postgres tool that speeds up your journey from knowing which query is a problem to working out what can be done about it. The aim of pgMustard is to build a small, sustainable business that is the best at what it does. pgMustard recently celebrated their 100th subscriber - so they are well on their way! Michael also consults, talks at conferences and writes about Postgres performance.What we cover(00:41): Could you tell us a bit about where pgMustard is right now and what your focuses are at the moment? (01:22): Could you tell us a bit about what you're currently doing in terms of growth and, what's keeping you up at night at the moment with pgMustard? (02:47): One of the things that I’ve noticed when I go to the pgMustard website, is that you’re very ethical. There’s no small print, everything is as kind as it could be. Is that something you’ve consciously gone after? (04:22): Let's say some founders are considering this. Has there been any tangible benefits that could persuade them to become whiter than white?(06:52): You have previously worked as a Head of Customer Success at a big, what could be described as a DevTools, startup GoCardless. Do you think this is where some of your approach came from?(09:42): Stepping back from pgMustard, what has and hasn't worked in terms of growth?(14:09): Are there any kind of general lessons that you would give to maybe yourself starting again? Or another DevTools founder?(19:54): How can people learn more about you and about pgMustard?Guest linksTwitter: @michristofides Site link: https://www.pgmustard.com

Brandon West joined SendGrid, a customer communication platform for transactional and marketing email in 2011 as their first Developer Evangelist. Since then he’s had a brilliant career, working at AWS and CoScreen, which has just been acquired by Datadog. What we cover(00:57): What does DevRel look like at startups at the earliest stage? (05:13): How do you balance doing the right things and building credibility with the fact that you're also willing to push and demo things, which aren't perfect yet. (07:13): What was it like when you were at SendGrid? (11:46): What did the relationship look like with the product team?(17:04): Where can people learn more?Guest linksTwitter: @bwest Site link: http://bwe.stDataDog: https://www.datadoghq.com/ CoScreen: https://www.coscreen.co/

Adam DuVander is an expert on technical content strategy and the author of Developer Marketing Does Not exist. Adam was previously a Developer Marketer with Zapier & SendGrid and a journalist and developer before that. Adam DuVanderAdam Duvander is the founder of Every Developer and author of Developer Marketing does not exist. He helps dev-focused marketers build content strategies to reach more developers. Adam was the perfect person to have on for our first episode because he literally wrote the book on developer marketing.What we cover(01:47): How should these type of startups be thinking about prioritisation of content versus other things that they could be doing? (04:13): Where do they start? (05:44): You've written a lot in one of your talks about opinions and pushing an opinionated view of things. (07:43): How do you get those developers to also be writing great content?(13:55): How do they know if it was a good piece of content?(19:51): Where can people learn more about Adam and about all of the amazing insights that you have on developer marketing?LinksTwitter: @adamd Every Developer: https://everydeveloper.comBook: Developer Marketing Does Not Exist

Created by Jack Bridger, founder of Bitreach. BitReach helps Devtool companies reach more developers. In this series Jack will explore how startups sell to developers, build tools and become successful.