Ever wondered just how brands like Vercel, Auth0, and Twilio won enormous developer mindshare?
In this podcast, we sit down with hands-on developer marketing leaders to dive into what they did, what went well, and what went wrong when they brought a developer-targeted product to market.
And you can level-up your own developer marketing or DevRel career with our coaching and training program: https://developer.marketing
All content for Developer Marketing Stories is the property of Matthew Revell and Adam DuVander and is served directly from their servers
with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.
Ever wondered just how brands like Vercel, Auth0, and Twilio won enormous developer mindshare?
In this podcast, we sit down with hands-on developer marketing leaders to dive into what they did, what went well, and what went wrong when they brought a developer-targeted product to market.
And you can level-up your own developer marketing or DevRel career with our coaching and training program: https://developer.marketing
What happens when you accidentally discover a whole new developer audience?
At Twitch, Katie Penn and her team set out to build a platform for game integrations—but instead found developers eager to live code. She shares how they recognized the opportunity, leaned into it, and built a thriving developer ecosystem.
Sponsored by Developer Marketing in Practice: The coaching and training program to level-up your developer marketing career.
Episode outline:
01:26 – Understanding Twitch’s developer audienceKatie explains how Twitch initially focused on gaming integrations but saw the opportunity to expand into a broader developer ecosystem.
03:35 – Using live streaming to engage developersKatie shares how her team experimented with live coding streams, unexpectedly drawing in developer advocates and growing a new community.
07:21 – The challenge of trust in developer marketingReflecting on Twitter’s Fabric launch, Katie highlights the difficulty of rebuilding developer trust after past missteps.
10:17 – Why showing ‘under the hood’ mattersKatie emphasizes how transparency—whether through blog posts or live demos—helps developers connect with a platform.
12:29 – Segmenting developer audiences effectivelyKatie discusses how different types of developers (enterprise, hobbyists, mobile app developers) have distinct motivations and engagement patterns.
19:19 – Strategies for engaging different developer typesKatie outlines how different audiences require tailored approaches, from partnerships to content marketing to meetups.
26:30 – Metrics for tracking developer engagementKatie breaks down key metrics Twitch used to measure the health of its developer community, from API calls to extension adoption.
30:06 – Lessons from Twitter and TwitchKatie reflects on the risks of overpromising to developers and why developer programs need to be core to a company’s business.
35:18 – Advice for new developer marketersKatie shares why product marketing skills are essential in DevRel and how marketers can establish themselves as strategic partners.
Developer Marketing Stories
Ever wondered just how brands like Vercel, Auth0, and Twilio won enormous developer mindshare?
In this podcast, we sit down with hands-on developer marketing leaders to dive into what they did, what went well, and what went wrong when they brought a developer-targeted product to market.
And you can level-up your own developer marketing or DevRel career with our coaching and training program: https://developer.marketing
