Devocate's focus areas

Tessa @ Devocate
Tessa @ Devocate
Devocate's focus areas

Whatever stage your product or business might be in, you are going to experience problems and establish goals to improve the key areas. We believe these areas matter the most when working with developers.

We believe that spending time in these key focus areas will grow your developer audience & improve developer sentiment for your product & company.

Attract new users

Build brand awareness & reputation

Team alignment: Marketing

Attracting new developer users or customers can be difficult, especially when developers ignore ads, and your sales & marketing techniques. Developers sign-up or make a purchase usually because another developer has validated the product is trustworthy. You see this a lot on Product Hunt. Leveraging your super fans, happiest customers, allows for developers to see that trust first-hand through your customers.

Key Metrics

  • New users
  • New members (building community first)
  • Number of subscribers

Essentially the intent of any campaigns that have a focus area of Attract new users is usually contributing to work that builds your developer audience & developer marketing channels.

Executable Campaigns

Executable campaigns are campaigns (aka projects) that you can strategize and experiment with to accomplish your company goals.

Campaign Title Focus area Impact
Solve a niche problem that many developers face 🆕 Attract new users New user signups

Inspire to drive revenue & paid usage

Drives adoption through inspiration

Team alignment: Revenue

Inspiring developers is an easy way to turn a prospect or free user into a paying customer. You’ve attracted developers, now you need to inspire them to find success with your paid products & features. Inspiring developers means creating rich content, like code examples, tutorials, SDK’s, etc. that gives developers inspiration to build more or build more deeply with your product, ideally showcasing your paid features.

Key metrics

  • New user signups that upgrade to a paid plan
  • Product adoption — number of successful product integrations
  • Number of new users from inspire campaigns
  • Successful sales contracts that leverage technical sales enablement material

Executable Campaigns

Campaign Title Focus area Impact
Solve a niche problem that many developers face — share a code sample 💰 Inspire to drive revenue & paid usage Increased user adoption
Establish a sales enablement strategy with your revenue teams 💰 Inspire to drive revenue & paid usage Contributions to sales contracts

Educate to drive adoption & success

Builds trust through transparency and insights

Team alignment: Customer Success & DevRel

Documentation can sometimes be really difficult to scale with different languages and product use cases. Enabling your developer community to engage and contribute can make a world of difference towards the quality. Creating code examples, start states, SDKs, tutorials, online courses, webinars and more, you can build a thriving repository of helpful resources created by your super fans—your happiest customers.

Key metrics

  • Support deflected through educational materials
  • Product adoption — number of successful product integrations
  • Developer sentiment around enablement materials
  • Time from signup to product adoption

Executable Campaigns

Campaign Title Focus area Impact
Solve a niche developer problem that many developers face — build a tutorial 📖 Educate to drive product adoption Successful product adoption

Engage to better understand your audience

Builds trust, increasing adoption, because they feel a sense of belonging

Team alignment: Community

Scale the work your developer community can accomplish by motivating key contributors to complete activities that increase engagement, because they’ve been motivated & elevated and they’re excited to help your product grow. If you see growth, you can expand, and they get a better product. You can also encourage your super fans to create localized meetup groups, contribute to online conferences, and contribute in other ways to community goals.

Key metrics

  • Daily & monthly active community members
  • Number of threads responded to by community members
  • New user signups that come from community platforms
  • Developer sentiment in your community platforms
  • Number of threads created (& threads answered) in community

Executable Campaigns

Campaign Title Focus area Impact
Solve a niche developer problem that many developers face — launch community category 💬 Engage to better understand your audience Increased product adoption

Listen to your users to improve your product

Improve your product through developer feedback, builds trust by listening

Team alignment: DevRel + Product

Your developer super fans likely use your product every single day. You may think you know best, but I promise you, you will learn a lot more about your product if you engage with them. Give them opportunities to see your product roadmap before your other customers & ask for feedback on that roadmap. Soliciting feedback from key contributors can help you prioritize the right improvements, launch a better product, & create a bond with your customers.

Executable Campaigns

Campaign Title Focus area Impact
Solve a niche developer problem — establish feedback group 👂 Listen to your users to improve your product Product improvements, increased adoption

Support your developer users

Deflecting customer support through authentic developer support methods

Team alignment: Customer success

Just as you can encourage contributions to documentation, you can elevate key contributors within your community to help answer other developers questions and deflect support from your team. Deflecting community support can sometimes be the biggest need in open source. We can also help you track topics and areas where support is most needed and create a content plan.

Key metrics

  • Support deflection
  • Successful product adoption after interactions with your team
  • Developer sentiment towards support
  • Number of developers engaged with

Executable Campaigns

Campaign Title Focus area Impact
Establish a support deflection plan with your customer success team Support your developer users Support deflection

Recruit the right talent

Leveraging efforts to improve & grow recruiting pipeline

Team alignment: Recruiting & talent

Instead of struggling to always find the right candidates for your technical roles, fill from within your super fans of developers. And if you need additional candidates beyond that community, you can leverage your developer super fans to share your job postings among their social networks & submit developer colleagues they’d recommend for roles.

Executable Campaigns

Campaign Title Focus area Impact

Elevate to scale your efforts

Building strong relationships with super fans to scale your growth

Team alignment: Users/customers

Executable Campaigns

Campaign Title Focus area Impact


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