The rise of DevRel: Why developer advocacy is the new growth engine
In recent years, Developer Relations (DevRel) has evolved from a niche function into one of the most critical growth engines for technology companies, particularly those in the developer tools and SaaS sectors. But what exactly is DevRel, and why is it becoming such a pivotal part of modern marketing strategies?
As companies face increased competition and a more sophisticated audience, the need for authentic, community-driven growth has never been more apparent. In this blog post, we’ll dive into what DevRel is, why it's rising in importance, and how it fits into a broader marketing strategy to fuel growth.
What is developer relations (DevRel)?
Developer Relations, often referred to as DevRel, is a combination of technical advocacy, community building, and product education aimed at fostering strong relationships between a company and its developer audience. DevRel teams work to support, engage, and empower developers, ensuring they have the tools, resources, and knowledge to successfully use a company's product. But it’s more than just support — it’s about creating real, lasting connections and making developers feel heard and valued.
DevRel typically includes three key components:
Developer advocacy: This involves promoting the company’s products within developer communities by educating developers about how the product works and how it can benefit their workflows.
Community building: DevRel teams engage with and nurture communities of developers on platforms like GitHub, Stack Overflow, and Reddit, and in person at conferences, hackathons, and meetups. The goal is to foster genuine engagement and cultivate a sense of belonging within these groups.
Education and content: Whether through blogs, tutorials, webinars, or documentation, DevRel teams provide educational content to help developers use the product effectively and leverage its full potential.
Why is DevRel gaining traction?
The rapid rise of DevRel can be attributed to several factors, each aligning with shifts in both the developer ecosystem and broader market trends. Here’s why DevRel has become so essential:
Developers as the new buyers: In today’s world of cloud-based tools and software, developers are the decision-makers and influencers behind purchasing decisions. This shift is particularly evident in developer tools and APIs, where the buying process is often driven by the technical users themselves. According to a 2021 report by GitHub, 79% of developers report that they influence product or technology purchasing decisions. Therefore, engaging directly with developers in an authentic, non-salesy manner is more important than ever. DevRel acts as the bridge between a company’s product and its developer audience.
Product-led growth (PLG): Companies that operate under a product-led growth model (PLG) rely on their product to drive acquisition and retention. Since developers often rely on hands-on, trial-based experiences with products, having a strong DevRel team is vital for guiding new users, answering their questions, and helping them get value out of the product quickly. In PLG companies, DevRel is the force that helps turn users into advocates and fosters organic growth within developer communities.
The developer experience (DX) matters: The developer experience is becoming a key differentiator for technology companies. Developers are looking for tools that help them work faster, collaborate effectively, and integrate seamlessly into their existing workflows. DevRel focuses on improving this experience by providing feedback loops between developers and product teams, educating users on best practices, and promoting features that make developers’ lives easier.
Authenticity over marketing speak: In a world where traditional advertising and marketing are often ignored or dismissed, DevRel offers a unique opportunity to engage with developers through authentic, peer-driven communication. Developers trust other developers far more than they trust corporate marketing messages. By having genuine conversations, answering questions, and providing real value, DevRel teams establish trust and foster long-term relationships that lead to product adoption, loyalty, and advocacy.
How DevRel fits into a broader marketing strategy
While DevRel might seem like a specialized function, it actually complements and integrates with broader marketing efforts in several key ways. Here’s how DevRel works hand-in-hand with traditional marketing strategies:
Content marketing and thought leadership: DevRel teams produce high-quality, educational content such as tutorials, documentation, blog posts, and videos that serve as both valuable resources for developers and promotional material for the company. This content helps build a reputation as a trusted resource and thought leader within the tech community. By highlighting the technical benefits of your product, DevRel content feeds into broader content marketing efforts and SEO strategies, driving more traffic and engagement.
Community engagement and brand advocacy: DevRel teams act as the eyes and ears of a company within developer communities. Through social media, GitHub contributions, Stack Overflow interactions, and in-person events like conferences and meetups, DevRel advocates directly engage with developers. These interactions foster a sense of community and build brand loyalty, turning developers into long-term advocates. As more developers share their success stories, they help amplify your marketing efforts organically.
Customer feedback loop: DevRel teams are often on the front lines, interacting directly with developers who use the product. They are well-positioned to collect valuable insights, feedback, and feature requests, which can be fed back to the product and marketing teams. This feedback loop ensures that the product is continually evolving based on user needs, and it helps marketing teams refine their messaging to better resonate with the developer audience.
Advocacy and referrals: Developers who feel supported and empowered are more likely to recommend your product to their peers. DevRel teams nurture this advocacy by hosting events, managing referral programs, and spotlighting success stories. These efforts drive word-of-mouth growth and product adoption. In this way, DevRel acts as a critical part of your customer advocacy strategy, which contributes directly to marketing’s growth goals.
Key DevRel metrics for growth
Measuring the impact of DevRel can be tricky, but certain metrics help show its direct contribution to growth:
Developer engagement: Metrics like GitHub stars, pull requests, forum activity, and event attendance are all indicators of how engaged the developer community is with your brand.
Conversion and retention: Tracking the conversion rates of developers from trials to paid users, as well as retention and product usage over time, helps measure DevRel’s influence on product adoption.
Brand awareness: Increased mentions of your brand in developer-centric communities (like Stack Overflow, Reddit, or Twitter) signals that your DevRel efforts are resonating with the audience.
Net promoter score (NPS): NPS is a great tool for measuring customer satisfaction and advocacy. High NPS scores among developers indicate strong DevRel performance.
The future of DevRel: Growth and evolution
As developer-driven growth becomes more central to SaaS and tech companies, the role of DevRel will continue to evolve. The future of DevRel will likely involve deeper integrations with machine learning, AI tools, and more personalized, data-driven approaches to community engagement. Additionally, DevRel teams will be more involved in shaping the product roadmap and helping drive innovation based on feedback from developer communities.
Conclusion: DevRel as a growth engine
In today’s market, developers are not just users of products—they are the key to unlocking growth. As the bridge between your company and the developer community, DevRel is a powerful tool that can significantly accelerate product adoption, community engagement, and long-term loyalty. It is not just a part of marketing; it is a driving force behind product-led growth and a new way of doing business in a tech-driven world.
By investing in DevRel, companies can tap into a loyal, engaged audience that will not only use their products but also advocate for them. When done right, developer relations is the growth engine that will power your business forward in the years to come.
