What is
DevRel?
The definitive guide to Developer Relations: roles, responsibilities, career paths, and why it's the bridge between companies and developers.
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DevRel Definition
Developer Relations (DevRel) is a specialized marketing strategy that builds and maintains relationships between companies and external developers who use or might use their products, services, or APIs.
Unlike traditional marketing approaches, DevRel is a developer-focused marketing technique that prioritizes trust-building and genuine value creation over direct sales. It's the developer equivalent of Public Relations (PR), designed specifically for the unique needs and behaviors of the developer community.
DevRel emerged because traditional advertising wasn't reaching developers effectively. As a B2D (Business to Developer) marketing strategy, it recognizes that developers research extensively before choosing tools, often relying on peer recommendations and community trust rather than conventional marketing messages.
Why DevRel Marketing is Effective
DevRel works because it leverages the unique characteristics of developer behavior. Developers typically spend years mastering tools and are highly selective about technology choices. They value peer recommendations, thorough documentation, and authentic community engagement over traditional advertising.
🗣️ Developer-to-Developer Marketing
The most powerful aspect of DevRel is its amplification effect. While acquiring individual developers directly can be challenging, their voices carry significant weight in the community. Through blogs, social media, conferences, and peer networks, satisfied developers become authentic advocates who reach other developers more effectively than traditional marketing channels.
Core Principles of DevRel
🤝 Relationship-First
Building genuine connections with developers, not just pushing products.
🎯 Value-Driven
Focusing on helping developers succeed rather than immediate conversions.
🔄 Two-Way Communication
Listening to developer feedback and advocating for them internally.
📚 Education-Focused
Teaching and empowering developers with knowledge and resources.
Building a DevRel strategy for your company?
Get expert guidanceKey DevRel Roles
Understanding the different roles and responsibilities within Developer Relations
Developer Advocate
The public face of your developer program, creating content, speaking at conferences, and engaging with the community.
- Creating technical content (blogs, tutorials, videos)
- Speaking at conferences and meetups
- Building sample applications and demos
- Engaging on social media and forums
Community Manager
Focuses on building and nurturing developer communities around your products.
- Managing online communities (Discord, Slack, forums)
- Organizing events and meetups
- Moderating discussions and providing support
- Creating community guidelines and programs
Developer Experience Engineer
Improves the technical experience of using your products and APIs.
- Improving API design and documentation
- Building developer tools and SDKs
- Creating onboarding experiences
- Analyzing developer journey metrics
Technical Writer
Creates clear, comprehensive documentation and educational content.
- Writing API documentation
- Creating getting started guides
- Developing tutorials and how-to content
- Maintaining knowledge bases
Need help hiring DevRel talent or structuring your team?
Discuss your DevRel hiring needsEssential DevRel Skills
Success in DevRel requires a unique blend of technical expertise, communication prowess, and strategic thinking.
Technical Skills
The foundation that gives you credibility with developers and enables you to understand their challenges.
Verbal Skills
Essential for building relationships, creating content, and representing your company in the developer community.
Strategic Skills
Critical for aligning DevRel initiatives with business goals and measuring meaningful impact.
DevRel Career Paths
Common Entry Points
From Engineering
Software engineers who enjoy teaching and community engagement often transition to DevRel roles.
From Marketing
Technical marketers with developer empathy can excel in DevRel positions.
From Support
Developer support specialists understand pain points and can advocate effectively.
From Community
Active community members who understand developer needs make natural advocates.
Career Progression
Junior Developer Advocate
Content creation, community support, learning the ropes
Senior Developer Advocate
Strategy development, program leadership, mentoring
DevRel Manager/Director
Team management, business strategy, cross-functional collaboration
VP of Developer Relations
Executive leadership, company strategy, organizational impact
Who Needs DevRel?
Any business offering services that developers use should implement DevRel. Even companies not directly targeting developers benefit when they want to promote APIs, SDKs, or developer tools.
Companies That Need DevRel
- API-first companies
- Developer tool providers
- Cloud platform providers
- Open source projects
- B2D (Business to Developer) companies
- Companies hiring developers
Companies That May Not Need DevRel
- Pure B2C companies
- Traditional B2B without technical products
- Companies with no developer touchpoints
- Internal-only software companies
The Origins of DevRel
While the exact origins are unclear, Microsoft and Apple pioneered many DevRel practices that companies worldwide use today.
Microsoft's Strategy
Microsoft famously bundled five additional Windows licenses with every Visual Studio purchase, making it attractive for developers to create Windows applications. This strategy helped build a thriving ecosystem of Windows software.
By making development tools accessible and incentivizing platform adoption, Microsoft demonstrated how supporting developers directly benefits the entire ecosystem.
Apple's Evangelism
Guy Kawasaki, one of Apple's most famous evangelists, championed the Mac platform for software development. He promoted Apple's promise and potential, encouraging developers to create Mac software.
This evangelism culture continues today through Apple's WWDC (Worldwide Developer Conference), which remains a premier example of developer-focused events and community building.
🌍 Global DevRel Today
Today, companies worldwide—from Silicon Valley giants like AWS, Google, and Facebook to startups and enterprises—recognize DevRel's importance. The practice has evolved from simple evangelism to sophisticated, data-driven programs that span content marketing, community building, and developer experience optimization.
Want to build a modern DevRel program?
Get startedThe Four Cs of DevRel
A foundational framework for implementing effective Developer Relations programs across any organization.
Code
Sample applications, SDKs, libraries, and technical implementations that demonstrate your platform's capabilities and help developers get started quickly.
Content
Documentation, tutorials, blog posts, videos, and educational materials that help developers understand and use your products effectively.
Conductor
The people who orchestrate DevRel activities—advocates, evangelists, community managers, and technical writers who engage with developers.
Communication
Channels and methods for engaging with developers—conferences, forums, social media, communities, and feedback loops.
📊 DevRel Marketing Techniques
DevRel employs multiple marketing approaches simultaneously, adapting strategies based on company stage, product maturity, and target audience:
Measuring DevRel Success
DevRel success isn't just about downloads or sign-ups. The best metrics focus on developer success and community health.
Awareness Metrics
- Brand mentions
- Social media reach
- Conference attendance
- Content views
- Community size
Engagement Metrics
- API calls/usage
- Documentation views
- Community participation
- Support ticket quality
- Time to first success
Business Metrics
- Developer-influenced revenue
- Conversion rates
- Customer lifetime value
- Retention rates
- Referral rates
Ready to Measure Your DevRel Success?
Setting up the right metrics and KPIs is crucial for proving DevRel ROI. Let's discuss what metrics matter most for your specific goals.
Discuss DevRel metrics strategyThe Future of DevRel
Emerging Trends
AI-Assisted DevRel
AI tools helping with content creation, community management, and developer support.
Mobile-First Approach
Optimizing DevRel content and experiences for mobile developers and consumption.
Global Communities
Building inclusive, worldwide developer communities with localized content.
Data-Driven DevRel
Using advanced analytics to understand developer behavior and optimize programs.
Getting Started with DevRel
Next Steps
For Individuals
- Read our DevRel job guide
- Start creating technical content
- Engage with developer communities
- Attend DevRel conferences
- Build your personal brand
For Companies
- Learn about building DevRel programs
- Define your developer audience
- Audit your developer experience
- Create a DevRel strategy
- Hire experienced DevRel professionals
Ready to Accelerate YourDeveloper Adoption?
Get the expertise of a complete DevRel team without the overhead. Schedule a consultation to discuss your specific needs and goals.