Developer marketing doesn't exist... without DevX

Okay, I played around the same title as Adam DuVander's book. But before you think this is just another spin on , let's set the record straight. In our earlier post, we challenged the cliché that developers hate marketing. We argued that developers appreciate marketing that doesn’t feel like marketing. Trust me, you’ll get so much value if you spare some time to

However, even the most brilliant will crumble without a solid developer experience (DevX) underpinning them.

Developers are savvy, skeptical, and overloaded with options. They're not impressed by flashy features or hype, at least not enough to drive long-term stickiness. They care about authenticity, efficiency, and software tools that fit smoothly into their workflow. So, what's the point of pouring resources into marketing if your DevX is subpar?

This article will provoke your thoughts and actions regarding the developer experience. We'll uncover how neglecting DevX undermines your marketing efforts and alienates the audience you're trying to engage.
 

Why developer experience is the backbone of developer marketing

I love how describes developer experience, especially the last part:

Developer experience is an extension of UX that focuses on the developer, who can either be the intermediary or, as is the case with many APIs, the end user. Whether or not you focus on DX design, your developers are always experiencing your API, and that experience may either be positive or negative.

Wholeheartedly agree!

Heading into 2025, you’d think DevX would finally catch a break with AI literally taking over everything. But nope! The shows technical debt is the biggest developer frustration (62.4%), with complex tech stacks right behind. DevX is still a mess, and let’s be honest, it might not be getting a fix anytime soon. So, we’ll keep poking until someone listens.

Developers are bombarded with ads and pitches daily, and they've developed a keen sense for filtering out the noise. Your marketing must match their experience with your product to connect with them.

If you promise simplicity and efficiency but deliver something clunky and complicated, you’re setting yourself up for trouble. Developers won’t trust you, and trust is everything. Since developers often turn to peers and communities for advice, one bad experience can quickly spread through forums, social media, and professional networks, undoing all the effort you put into your marketing.