Developer evangelism: a game-changer in tech marketing

In the fast-paced world of technology, inspiration often strikes from the most unexpected places (shower - anyone?). A few years ago, I had an eye-opening experience that changed my perspective on tech marketing. After witnessing a simple demonstration of how to send an SMS using just three lines of Python code, I was compelled to integrate Twilio's telephony services into one of 9h37's products.

This experience, among others, has led me to a realization that's becoming increasingly prevalent in the tech industry: the future of marketing for technical products lies in developer evangelism. It's about getting in the trenches with your users, sharing their concerns, their frameworks and helping them get there.

When it comes to services aimed at technical users, especially developers, there are two crucial questions to consider:

1. Does the product solve a need quickly and efficiently? It's worth noting that the less urgent the need, the more crucial it becomes for the service to integrate seamlessly and reliably into the final product.
2. Is the API or interface well-designed? A well-crafted API should command respect from developers. If it doesn't, you risk falling into the "Not Invented Here" syndrome, where potential clients might opt to develop their own implementation instead.

Developers have the skills to replicate your product if given even a little time. Or so they think... Your clients can potentially become your competitors at the first sign of friction in using your product. This is why it's crucial for your teams to understand and embody this mentality.

Would they use your product in their weekend projects, for their community organizations, or in applications they develop for their families?

If the answer is no, it might be time to think again. For API or service providers, your true client is the developer. They're the ones who will choose your technology, build amazing things with it, and inspire dozens of others. They're are the ones who advocate for a budget on behalf of your service.

I've been fortunate enough to witness developer evangelism at its finest. Rob Specter from Twilio is a prime example of someone who can brilliantly combine code, ideas, and marketing: his approach to developer relations is truly inspiring.

Moreover, I've had the privilege of meeting the founders of Mailjet and helping them kickstart their Developer Evangelism program. We will be on the road in the coming months and releasing new developer tools. This experience further cemented my belief in the power of engaging directly with the developer community.

Welcome to a world of technology where excellence is the driving force. Be excellent, create great things, and show empathy with your users. Popularity will naturally follow. The future of tech marketing is here, and it speaks the language of developers.