01:26 – Understanding Twitch’s developer audience
Katie explains how Twitch initially focused on gaming integrations but saw the opportunity to expand into a broader developer ecosystem.

03:35 – Using live streaming to engage developers
Katie shares how her team experimented with live coding streams, unexpectedly drawing in developer advocates and growing a new community.

07:21 – The challenge of trust in developer marketing
Reflecting on Twitter’s Fabric launch, Katie highlights the difficulty of rebuilding developer trust after past missteps.

10:17 – Why showing ‘under the hood’ matters
Katie emphasizes how transparency—whether through blog posts or live demos—helps developers connect with a platform.

12:29 – Segmenting developer audiences effectively
Katie discusses how different types of developers (enterprise, hobbyists, mobile app developers) have distinct motivations and engagement patterns.

19:19 – Strategies for engaging different developer types
Katie outlines how different audiences require tailored approaches, from partnerships to content marketing to meetups.

26:30 – Metrics for tracking developer engagement
Katie breaks down key metrics Twitch used to measure the health of its developer community, from API calls to extension adoption.

30:06 – Lessons from Twitter and Twitch
Katie reflects on the risks of overpromising to developers and why developer programs need to be core to a company’s business.

35:18 – Advice for new developer marketers
Katie shares why product marketing skills are essential in DevRel and how marketers can establish themselves as strategic partners.

Kasey Byrne shares lessons from her time at Postman and NPM, including how to grow free users into power users without crossing the line. She talks about the importance of showcasing creative use cases, avoiding buzzwords, and building authentic relationships with technical audiences.

We also dig into the challenges of attribution in developer marketing and why curiosity about the product and user pain points is crucial. Whether you're in DevRel or developer marketing, this conversation offers fresh insights into what works—and what doesn’t.

See the transcript and more at https://developer.marketing

Get developer marketing for you or for your team.

• 01:10 – Gonto’s start at Auth0: Gonto explains how he joined Auth0, shifting from a developer to a DevRel role, and eventually taking on marketing responsibilities despite his fears.
• 02:31 – The shift from developer to marketer: Gonto talks about his friends' skepticism and how he wanted to prove marketing could be done differently, with honesty and authenticity.
• 06:00 – Should your first marketing hire be a developer? Gonto discusses whether the first marketing hire at a developer tools company should have a technical background.
• 08:43 – A different approach to marketing: Gonto describes how his background as a developer helped him shape marketing strategies that are genuine, data-driven, and based on systematic thinking.
• 11:30 – Developer trust and marketing tactics: The conversation shifts to how Gonto built trust with developers by offering honest, helpful marketing content, and solving their problems without aggressively promoting Auth0.
• 13:02 – Choosing the right developer audiences: Gonto shares insights on why they chose frontend developers and specific technologies as key targets in the early days of Auth0.
• 15:22 – Repeatable marketing processes: Gonto offers advice on how startups can find the right developer audiences and communities by staying informed about new technologies and frameworks.
• 21:30 – Marketing to multiple audiences: The discussion moves to marketing when different technical audiences are involved, such as DevOps and developers, and how to convince multiple stakeholders within an organization.
• 24:20 – Enterprise sales and developer involvement: Gonto explains how the majority of Auth0’s enterprise deals came through inbound developer interest and the steps they took to convert developers into enterprise customers.
• 29:00 – What didn’t work: ads: Gonto shares some of the tactics that failed, including poorly targeted ads and struggles with hiring product marketers who didn’t understand the technical product.
• 34:00 – The importance of metrics and systematic thinking: Gonto reflects on how metrics and systematic thinking guided his marketing strategies and helped the team track success, and how over time he learned that creativity can matter more than data.

Watch the video >

• Gonto's website
• Developer Marketing Coaching and Training
• Hoopy and EveryDeveloper