DevRel Coaching

Wouldn't it be nice to have a DevRel expert in your back pocket when you need them? Maybe someone who speaks developer and knows where to find them and how to speak to them.
DevRel Coaching
Photo by Prateek Katyal / Unsplash

I come alongside companies & contributors serving developer audiences to provide insights & guidance. Helping early-stage founders land their first developer customer to leaders looking to build a high-velocity Developer Relations team.

Developers are like feral cats

Have you ever been to a friend's house who has a cat and it jumps on your lap? It's very friendly, wants to be petted, and snuggles in next to you. Suddenly you're like cats are great—this is lovely. Then in your life, you try to befriend a feral cat. I want you to think a little bit about developers like this feral cat that isn't lured in by any of your niceties. It doesn't want hugs, doesn't want food, it wants to be left alone to hang with the other feral cats and what they do is none of your business.

You know who the developers are, they're often identifiable, but that doesn't mean you're allowed to get close to them. This isn't about taming the developer's feral-ness, it's about understanding the way they operate so you can have a relationship with them.

Here are what we know, developers...

  • Are not lured in by your affiliate programs or throwing money at them, they make enough money
  • Naturally see through your marketing and sales jargon and ad content, most use ad-blockers
  • Build the software you use every day to try to lure them in, they know how you operate—and trust me, it ticks them off

Trying to market to developers is like walking down the alley yelling "I love cats! I have treats & toys. I'm a cat lover, come play with me." They know you're full of it and they want nothing to do with what you're offering.
If you want to get these feral cats on your side, you need to know what will lure them in, and that's what I educate folks on through my content, courses & coaching. I've been a developer myself for over 12 years, I'm a feral cat that sometimes falls for the niceties because I understand other feral cats, but I also understand why feral cats can help you grow and scale your business.

As much as I'm a dog person, you can call me the cat whisperer. 😽

Schedule a Coaching Call

Meet Your Coach

Tessa Kriesel is Director of Advocacy & Community at Lacework as well as a DevRel coach and advisor to many early-stage startups & CEO at Devocate. Tessa has many years of experience as a self-taught, open-source web developer previous to shifting into DevRel almost 6 years ago.

How does coaching work?

Coaching works best when we work together continually to drive impact in your work. Most coaching clients meet with me weekly, bi-weekly, or monthly, depending on their needs and availability, via video calls. In between coaching sessions, we leverage ZipMessage to have asynchronous communications. Working on an important presentation and need peer review? Ping me in ZipMessage and I help you work through it without having to jump into yet another meeting.

Communications both through video calls and the help provided through ZipMessage are billed at $125 per 15 minutes and are captured and invoiced accordingly.

Getting Started

Schedule your first coaching call, or send me a message to learn more about my coaching offerings.

Developer focus areas

  • Developer audience insights
  • Developer community
  • Brand messaging & voice for developer audiences
  • Developers relations team & success
  • Developer marketing
  • Developer feedback
  • Developer focused product launches
  • Developer advocacy
  • Developer customer advocacy
  • Developer audience understanding
  • Developer experience
  • Social media for developer audiences
  • Community team strategy & alignment
  • Developer or technical recruiting insights
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