The term Developer Relations (DevRel) was first coined in the 1980s – when Apple launched one of the first programs to engage external developers. Mike Murray, an Apple executive, coined the term “software evangelist” to describe the role of persuading developers to create applications for the Macintosh.
Today, DevRel has evolved into a critical practice for tech companies worldwide, fostering developer communities, driving product adoption, and spurring innovation. In this article, let’s uncover the essentials of AngelHack, the DevRel expert with over a decade of experience. Whether you’re exploring the field or refining your approach – this comprehensive guide of DevRel benefits, strategies and best practices – is for you!
What is DevRel?
Developer Relations (DevRel) is the practice of building, supporting, and engaging with developer communities to foster mutual growth and success. At its core, DevRel is the bridge between the developers and the company, creating an ecosystem where developers can thrive using a company’s tools, products, or platforms.
DevRel programs typically encompass a mix of in-person and online initiatives, such as conferences, hackathons, bounty programs, and accelerators. These activities equip developers with essential resources, foster networking, and cultivate a strong sense of community. In addition, DevRel prioritizes hands-on support by providing comprehensive documentation, robust SDKs, and personalized technical assistance to developers.
Why DevRel Matters
Developer Relations (DevRel) is crucial for tech companies because:
It drives product adoption
DevRel helps developers easily understand and use products through great documentation and support, and boosts awareness through trusted community recommendations.
It fuels product improvement and innovation
Developers offer real-world insights and contribute new ideas and solutions, leading to continuous product improvement, faster development, and creative problem-solving.
It builds brand visibility and loyalty
A strong DevRel program positions companies as developer-focused, increasing brand visibility and fostering loyalty among developers.
It helps with talent recruitment
DevRel provides opportunities to identify and attract talented developers who are a good fit for the company’s culture and technology.
In companies, the emphasis on DevRel differs depending on the nature of the business. Developer-First companies, such as Twilio, GitHub, and Stripe, rely heavily on developers as their primary users. For them, DevRel is central to product growth and success, focusing on providing the best possible tools and support to drive adoption and engagement.
On the other hand, Developer-Plus companies, like Apple, Microsoft, and Google, see developers as key contributors who extend the product’s capabilities. In these cases, DevRel enhances the broader ecosystem by empowering developers to create complementary tools, applications, and integrations that enrich the core offerings. Regardless of the model, the core goal remains the same: to empower developers and drive mutual success.
📌 Read more: why hackathon is the ultimate strategy for talent acquisition and developer relations!
The Three Pillars of Developer Relations Strategy
A strong DevRel strategy is built on three essential pillars: Marketing, Engineering, and Community. These three pillars synergize together to provide comprehensive support for developers while amplifying the company’s reach and impact.
Marketing
Marketing serves as the initial point of contact, raising awareness and showcasing the product’s value. Through multiple channels like websites, social media or events, it demonstrates product offerings and developer benefits, inspiring them to explore and adopt it. A well-crafted marketing strategy ensures the right message reaches the right audience at the right time. In terms of tactics, content marketing and events (including public speaking and organization) have proven to be the most effective.
Engineering
Engineering provides the technical backbone, developing and maintaining product SDKs, APIs, and comprehensive documentation. It ensures developers can quickly understand and seamlessly integrate the technology into their projects or resolve business challenges, enhancing their developer experience (DX).
Community
Community fosters knowledge-sharing and collaboration among developers. Through mediums like forums or social media, and events like hackathons or meetups, community creates a space for developers to connect and innovate together. Recognizing and rewarding community contributions helps strengthen developer – company relationships, turning developers into loyal advocates for the product.
Dos and Don’ts in Developer Relations
Drawing on our own DevRel trials and triumphs, we’ve compiled a list of essential practices to help you navigate the industry complexities and build a thriving community.
Dos
Partner with DevRel experts and agencies
Developers are a unique demographic, and building strong relationships with them requires specialized expertise. Working with experienced professionals ensures effective strategy and execution from the very start. In terms of agencies, renowned names like Hoopy, DevRel.Agency, SlashData, and of course, AngelHack bring the expertise needed to design tailored programs, foster developer engagement, and deliver measurable results.
⭐ Discover AngelHack’s DevRel solutions to maximize developer impact!
Provide hands-on resources
Sandbox environments, free accounts, and open-source versions allows developers to freely explore your product, leading to deeper understanding and engagement.
Invest in documentation and support
API and SDK documents are the documentation source of choice for 90% of developers. Ensure your materials are easy to navigate and regularly updated. Establish direct support channels and feedback loops to gather developer input and make continuous improvements.
Engage consistently
Is the key to maintaining visibility and building trust within the developer community. There are abundant opportunities: you can participate in industry events, sponsor conferences, or host workshops to create a lasting presence and keep your brand top-of-mind.
Leverage influencers
Partner with industry leaders, tech experts, and influential developers to extend your reach and credibility. Their endorsement can significantly impact how your product is perceived in the community. For example, Google Cloud collaborates with Kelsey Hightower, a prominent Kubernetes advocate, to engage developers and share best practices, while Microsoft Azure works with Scott Hanselman, a well-known software engineer and developer advocate, to deliver guides and insights that resonate deeply with the developer audience.
Foster word-of-mouth (WOM)
Encourage organic advocacy through referral programs and testimonials. Positive recommendations from trusted peers make up 73% of developer adoption decision – much higher than any other marketing tactic!
Adopt a multichannel approach
The platforms that developers often interact are different from the typical users. Meet them where they are to maximize your outreach and ensure consistent communication. According to State of DevRel’s survey, LinkedIn is the most effective channel, followed by branded developer portal, company website and YouTube.
🎯 Plan smarter for 2025 – learn how to budget effectively for your developer marketing strategy!
Don’ts
Treat DevRel as a short-term initiative
The impact of DevRel can’t be fully realized with just a two-month program. It requires a strategic series of events and a long-term commitment to foster meaningful relationships and sustainable growth.
Focus solely on product promotion
DevRel is about fostering genuine connections rather than simply pushing products – placing too much emphasis on sales will quickly drive developers away. Instead, focus on creating value by understanding and addressing their needs, building trust and engagement.
Prioritize quantity over quality
A large but disengaged community offers little benefit. Focus on cultivating meaningful interactions and building a core group of active, committed developers.
Neglect internal alignment
DevRel cannot thrive as an isolated team or department. Ensure close collaboration between your DevRel, product, marketing, and sales teams to deliver a unified message and optimize cross-functional efforts. The same State of DevRel report found that 85% of respondents collaborate with Product, Marketing, and Engineering departments at least once a month.
Rely solely on online interactions
While digital engagement is crucial, don’t underestimate the power of face-to-face connections. In-person events like meetups and hackathons can build stronger, more personal relationships. For example, AngelHack’s hackglobal hackathon series brings together thousands of developers and tech enthusiasts through offline hackathons across multiple regions. These events provide hands-on experiences, real-time collaboration, and networking opportunities that digital channels alone cannot replicate.
Forget to localize efforts
A one-size-fits-all approach won’t work globally. Tailor your DevRel initiatives to meet the unique needs and cultural preferences of different regions for maximum impact. For instance, Google Developer Groups (GDGs) host localized meetups and workshops, addressing region-specific developer interests while fostering local community growth.
Ignore competitor activity
Keep an eye on what your competitors are doing in the DevRel space. Staying informed helps you remain competitive and identify opportunities for differentiation.
Measure your developer relations success
To measure the success of a DevRel program, metrics should align with developer objectives across four stages: Awareness, Activation, Engagement, and Retention.
Awareness focuses on making developers discover your product by tracking content engagement, site visits, social media activity, and newsletter signups. A well-executed program typically achieves a greater than 5% content engagement rate and 8-12% quarterly growth in social media activity, reflecting strong visibility and interest.
Activation measures how developers evaluate and begin using your tools. Key metrics such as product downloads, new program members, and “Time to First Hello World”—the time it takes for a developer to successfully set up and run their first code or project—highlight the efficiency of your onboarding process. A good benchmark is a “Time to Hello World” of under 60 minutes and a 10-15% quarterly increase in product downloads, ensuring developers can get started quickly and seamlessly.
Engagement tracks sustained developer activity as they integrate your product into their projects. Metrics like active users, API calls, DevRel leads, and revenue generated indicate ongoing participation and business value. Strong engagement benchmarks include 40-45% active user growth and a 10-15% increase in API call volume over six months.
Retention ensures long-term satisfaction and advocacy. Metrics such as Net Promoter Score (NPS), churn reduction, customer satisfaction, and developer code contributions demonstrate ongoing support and loyalty. Programs achieving an NPS of 50 or higher, a 4-7% annual churn reduction, and steady growth in developer contributions indicate successful retention and community-building efforts.
DevRel campaigns to learn from
Community: Microsoft’s .NET Foundation
The .NET Foundation is an independent organization that cultivates a thriving open-source community around the .NET development platform. Microsoft actively supports this community by providing resources, organizing events, and fostering collaboration on various projects. This initiative strengthens the .NET ecosystem, encourages innovation, and ensures the platform remains accessible and relevant for a wide range of developers. By supporting the .NET Foundation, Microsoft demonstrates its commitment to open source and empowers developers to build diverse applications.
Hackathon: Databricks’ Generative AI World Cup
Databricks hosted a global hackathon challenging developers to build innovative generative AI solutions using their Mosaic AI platform. This targeted competition attracted data professionals from across the globe, resulting in creative solutions for various industries. By focusing on a specific audience and providing cutting-edge tools, Databricks fostered a high level of engagement and showcased the power of their technology. This event solidified Databricks’ position as a leader in the generative AI space.
Event: Game Developers Conference (GDC)
GDC is the premier event for game industry professionals worldwide. It brings together developers, designers, artists, and business leaders to share knowledge, network, and learn about the latest trends in game development. GDC offers a wide range of talks, workshops, and exhibits covering all aspects of game creation, from design and programming to art, business, and emerging technologies. This annual conference plays a vital role in driving innovation and fostering collaboration within the game development community.
Final words
As developers increasingly influence technology adoption and business success, the role of Developer Relations has never been more critical. Developers are not just users—they are now influencers, innovators, and decision-makers. By establishing strong, meaningful relationships with your developer community, you can unlock their full potential to co-create, provide valuable feedback, and champion your product.
If you’re ready to take your DevRel strategy to the next level, AngelHack is here to help. With a decade of experience building successful developer programs, we’ll work with you to ideate, design and implement a winning strategy. From community engagement to technical enablement, our global developer network and end-to-end developer engagement services are to ensure your success. Contact us for a free consultation today!
