Turning fast-moving developer marketing into a clearer system
How DevRel Bridge helped Merge connect product positioning, onboarding, content, and the internal DevRel motion into a more practical path to developer adoption
Product launches
Social media hits via influencers
Onboarding retention
Faster time to first success
Company Overview
Merge was bringing developer-facing AI infrastructure products to market while product positioning, onboarding, documentation, landing-page ideas, video, hiring, and developer-marketing initiatives all moved in parallel. The opportunity was not simply to produce more activity. It was to connect those pieces into a clearer journey from first impression to first value.
The Challenge
Merge had a lot of valuable developer-facing work moving at once, but needed it to form one clearer path to adoption.
A fragmented developer journey
Product positioning, onboarding, documentation, landing pages, and video were all advancing, but needed a clearer connection from first impression to first value.
Messaging across multiple audiences
Developer-facing AI infrastructure products needed sharper narratives for the people evaluating, adopting, and championing them internally.
Content without a clear job
Existing video and content assets needed to serve specific personas and moments in the developer journey rather than operate as isolated campaigns.
Building the internal DevRel motion
As the team developed its DevRel capability, it needed practical structure for roles, hiring, and the work that would compound over time.
Our Strategic Approach
A connected developer-facing GTM system, rather than a collection of separate initiatives.
Developer journey and first value
- Reviewed onboarding, documentation, code samples, and first-run flows to identify where developers encountered unnecessary friction
- Created practical recommendations for a clearer path from setup to first successful outcome
- Connected developer-experience decisions to the broader product narrative
Positioning for enterprise adoption
- Sharpened the narrative for enterprise teams evaluating governed access and centralised authentication
- Made the practical adoption story clearer without losing the technical substance
- Used positioning to guide the surrounding landing-page and content work
Persona-led content journeys
- Turned the existing video library into journeys with a clear audience and job to do
- Started with a DevOps use case, linking technical context, content, landing-page direction, and calls to action
- Defined measurement requirements before treating content activity as a success
A more durable DevRel motion
- Developed an initial developer-influencer programme structure
- Supported DevRel role framing and candidate evaluation as the team expanded its internal capability
- Created a more practical way to prioritise developer-facing work across teams
The Outcome
Two launches, over one million social-media hits through influencers, and a materially faster path to first success
A connected developer journey
- Two product launches supported with a clearer connection between product narrative, onboarding, documentation, landing pages, and content
- 73% onboarding retention after the developer journey and first-value work
- 67% reduction in time to first success
A more practical operating system
- Over one million social-media hits through the influencer programme
- Clearer enterprise positioning for developer-facing AI infrastructure products
- A structure for developer-influencer activity and measurement, alongside support for building the internal DevRel team
"Marcos helped us turn a lot of fast-moving developer marketing activity into a clearer system. The work connected product positioning, onboarding, content, and the internal DevRel motion in a way that gave the team a more practical path forward. We loved working with Marcos, and highly recommend him to everyone trying to build out their developer relations!"
What Made the Work Stick
Principles for making developer-facing work compound rather than fragment
The journey matters more than the asset
A landing page, onboarding flow, video, or document only earns its keep when it helps the right developer reach a useful next step.
Positioning needs operational follow-through
A sharper narrative is useful only when onboarding, content, and internal decisions reinforce it.
Measure before scaling
Content and influencer activity should have a defined audience, action, and measurement path before more volume is added.
Need a clearer developer journey?
Let's connect your positioning, onboarding, content, and DevRel motion into work developers can actually act on.