# Product Marketing for Developers

> Plan launches, build a funnel for developers, and set up product marketing as the company grows.

A Heavybit skill in marketing and launch, from The Developer Marketing Guide.

HTML version: https://www.devmarketingguide.com/skills/product-marketing-developers/

Product marketing at a developer company has to work for people who try the product before they talk to anyone. This skill covers launches, from one big release to a steady cadence; funnels built for how developers evaluate tools; how to organize the product marketing team; and making customer research part of the job. It draws on practitioners from GitHub, Postman, Figma and others.

Draws from: Hiten Shah, Sylvain Giuliani, Indy Sen, Astha Malik, Jen Taylor, Ursula Ayrout, Andrea Echstenkamper

## Use it when you're

- Planning a product launch or a steady cadence of launches
- Structuring a product marketing team
- Building a marketing funnel for a developer audience
- Turning customer research into a product marketing habit
- Measuring whether marketing is working
- Changing how you launch as the company grows

## Try it with your agent

Connect Crucible, then describe your situation. For example:

> Use the Product Marketing for Developers skill to plan the launch of our new CLI.

> Use the Product Marketing for Developers skill to design a funnel from a developer's first docs visit to a paid plan.

MCP endpoint: https://crucible.heavybit.com/mcp?utm_source=devmarketingguide&utm_medium=markdown&utm_content=product-marketing-developers

## The talks and articles behind it

This skill was built from these pieces in the Heavybit Library. All of them are free to read or watch if you want the source material yourself.

- [Continuous Launch Strategy with LaunchDarkly’s Dir. of Marketing](https://www.heavybit.com/library/video/continuous-launch-strategy-with-launchdarklys-dir-of-marketing?utm_source=devmarketingguide&utm_medium=markdown&utm_content=product-marketing-developers) (Video, 2020)
- [Product Marketing Best Practices with G Suite, Pusher and Measure](https://www.heavybit.com/library/article/product-marketing-best-practices-with-g-suite-pusher-and-measure?utm_source=devmarketingguide&utm_medium=markdown&utm_content=product-marketing-developers) (Article, 2019)
- [Preparing For Lift-Off](https://www.heavybit.com/library/video/preparing-for-lift-off?utm_source=devmarketingguide&utm_medium=markdown&utm_content=product-marketing-developers) (Video, 2019)
- [Defining Product Marketing and Metrics](https://www.heavybit.com/library/video/defining-product-marketing-and-metrics?utm_source=devmarketingguide&utm_medium=markdown&utm_content=product-marketing-developers) (Video, 2019)
- [Github in Developer Marketing and Growth Hacking](https://www.heavybit.com/library/article/hiten-shah-developer-marketing-growth-hacking?utm_source=devmarketingguide&utm_medium=markdown&utm_content=product-marketing-developers) (Article, 2014)

## More in this collection

- [Messaging & Positioning](https://www.devmarketingguide.com/skills/messaging-positioning.md)
- [Content Marketing Strategy](https://www.devmarketingguide.com/skills/content-marketing-strategy.md)