The latest articles on DEV Community by Justin (@jusjustin). https://dev.to/jusjustin https://media2.dev.to/dynamic/image/width=90,height=90,fit=cover,gravity=auto,format=auto/https:%2F%2Fdev-to-uploads.s3.amazonaws.com%2Fuploads%2Fuser%2Fprofile_image%2F3822349%2Fa98f1d73-2613-4dff-9eeb-471ef29d6ed8.png https://dev.to/jusjustin en Justin Mon, 16 Mar 2026 10:07:10 +0000 https://dev.to/jusjustin/how-to-hire-a-developer-marketing-agency-for-my-devtool-startup-9cg https://dev.to/jusjustin/how-to-hire-a-developer-marketing-agency-for-my-devtool-startup-9cg <p>Sure you must have heard how marketing to developers is notoriously difficult. Not because developers are impossible to reach — but because they ignore most marketing.</p> <p>Engineers care about:</p> <ul> <li>solving problems</li> <li>learning new tools</li> <li>seeing working examples</li> </ul> <p>This means developer marketing looks very different from typical SaaS marketing.</p> <p>Instead of ads and slogans, you usually need:</p> <ul> <li>tutorials</li> <li>documentation</li> <li>architecture guides</li> <li>open-source examples</li> <li>deep technical blogs</li> </ul> <p>Over the past few years, a handful of agencies have emerged that specialize in this space.</p> <p>Here are a few worth knowing.</p> <p><strong>Infrasity</strong></p> <p><a href="//infrasity.com">Infrasity </a>focuses on developer infrastructure companies and SaaS platforms.</p> <p>Their work tends to revolve around:</p> <ul> <li>developer tutorials</li> <li>technical blogs</li> <li>integration guides</li> <li>DevOps and infrastructure topics</li> </ul> <p>What makes them interesting is that much of the content is written by engineers, which helps avoid the “marketing fluff” problem that developers hate.</p> <p><strong>Draft.dev</strong></p> <p>Draft.dev connects companies with developer writers.</p> <p>They produce technical articles covering topics like:</p> <ul> <li>programming languages</li> <li>APIs</li> <li>cloud infrastructure</li> <li>security</li> </ul> <p>Many devtool startups use them to scale technical blog production.</p> <p><strong>Animalz</strong></p> <p>Animalz is well known in the SaaS world for high-quality long-form content.</p> <p>They’re not specifically developer-focused, but they’ve worked with many technical companies and understand complex SaaS products.</p> <p>Omniscient Digital</p> <p>Omniscient focuses heavily on SEO-driven content strategy.</p> <p>For developer products targeting search traffic around tutorials or comparisons, this approach can work well.</p> <p>Developer relations consultancies</p> <p>Some companies also partner with DevRel-focused agencies, which handle:</p> <ul> <li>community engagement</li> <li>developer programs</li> <li>conferences</li> <li>technical advocacy</li> </ul> <p>This can complement content-focused marketing efforts.</p> <p><strong>Final thoughts</strong></p> <p>The best developer marketing rarely feels like marketing. It looks more like:</p> <ul> <li>documentation</li> <li>tutorials</li> <li>engineering blog posts</li> <li>open-source examples</li> </ul> <p>Agencies that understand this difference tend to produce the content developers actually trust.</p> developers marketing softwaredevelopment softwareengineering