Crack the code to captivating developer audiences with powerful marketing
Walk away with a comprehensive toolkit for crafting compelling content, building engaged developer communities, and utilizing data-driven strategies to effectively promote your software product.
Course overview
Gain an in-depth understanding of the unique developer persona and master strategies for effectively promoting your software.
Our accomplished instructors provide comprehensive training to build impactful developer programs, deeply understand your audience, and cultivate influential advocates.
By certification completion, you'll possess career-defining skills, ideas, and hacks to skyrocket your impact. Learn at your pace, then apply game-changing strategies to your company.
Curriculum
Introduction: Uncover the origins of developers and the unique challenges of marketing to them.
Introduction: Uncover the origins of developers and the unique challenges of marketing to them.
Chapters
The origins of developers
What developer marketing is
Why you should market to developers
The challenges of marketing to developers
Developer first vs developer plus
Low-code vs no-code
Will low-code/no-code replace traditional developers?
The rise of APIs
Bonus: GTM: How to launch an API into a market and keep it there [Mollie]
Key takeaways
Exam
Fireside chat: Adam DuVander, Author
Becoming Developer-Centric: Explore the low-code vs no-code debate and its impact on traditional developers.
Becoming Developer-Centric: Explore the low-code vs no-code debate and its impact on traditional developers.
Chapters
Understanding your developer audience
The different types of developers
Market segmentation
Segmenting your developer audience
Developer use cases
Ideal customer profiles
Creating developer personas
Researching your personas
Bonus: Panel discussion: Understanding developer demographics, personas and segmentation
Empathy mapping
The developer journey
Key takeaways
Coursework
Exam
Fireside chat: Abhishek Ratna at Google
Building a Developer Program: Gain insights into crafting compelling developer programs that resonate.
Building a Developer Program: Gain insights into crafting compelling developer programs that resonate.
Chapters
What is a developer program?
Should you have a developer program?
Establishing cross-company alignment
Developer relation (DevRel)
DevRel and developer advocates
Bonus: DevRel and DevMarketing [Magic & SonarSource]
Key takeaways
Exam
Building Your Developer Community: Discover the secrets to creating and nurturing a vibrant developer community.
Building Your Developer Community: Discover the secrets to creating and nurturing a vibrant developer community.
Chapters
Introduction to developer communities
The changing landscape
The importance of developer communities
When to build a developer community
Planning and strategy
Building and growing the community
Measuring the community success
Measuring the community success (continued)
Challenges and solutions
Bonus: Panel discussion: How to build and engage communities
Key takeaways
Exam
Fireside chat: Chris Riley at Hubspot
Fireside chat: Mike Stowe at Dgraph Labs
Writing Developer-Focused Content: Master the art of crafting content that speaks directly to developers.
Writing Developer-Focused Content: Master the art of crafting content that speaks directly to developers.
Chapters
An intro to developer-focused content
Mastering your content strategy
Format, tone and style
Writing developer documentation
Tutorials
What is a case study in marketing?
Whitepapers
Bonus: Enhancing your developer content strategy to maximize audience reach [RingCentral]
Key takeaways
Coursework
Exam
Positioning, Messaging, and Storytelling: Understand the importance of clear and compelling positioning and messaging.
Positioning, Messaging, and Storytelling: Understand the importance of clear and compelling positioning and messaging.
Chapters
Positioning overview
Product positioning
How to position your product
Positioning success
The benefits of good messaging
The messaging template
Storytelling in developer marketing
Panel discussion: Canary test your messaging and other best practices
Key takeaways
Exam
Measuring Success: Learn how to use data to continuously refine and improve your strategies.
Measuring Success: Learn how to use data to continuously refine and improve your strategies.
Chapters
An introduction to developer marketing metrics
KPIs for developer marketers
KPIs for developer marketers expanded
Revenue and ROI metrics
Measuring the success of your developer program
Time to first hello world
Developer surveys
Share of conversation
What success looks like in DevRel: Define meaningful goals
Reporting and analysis part 1
Reporting and anaylsis part 2
Reporting findings
Bonus: Making the metrics count [Zebra Technologies]
Key takeaways
Exam
Congratulations
By the end of the course, you'll be able to...
Build personas
Truly understand what makes developers tick and how to reach them effectively. |
Create compelling messagingBuild powerful personas to create unmissable campaigns and captivate audiences for impactful product launches that deliver seamless customer experiences.
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Drive business impact through calculated alignmentStrategically orchestrate product launches to escalate impact, align teams to deliver seamless customer experiences, retain customers for life, and maximize revenue. |
What's included
Content
8+ hours of course material that explores the science of developer marketing.
Studies
5 modules with activities to help you put the theory into practice and solidify your learning.
Q&A
Gain new insights with the ability to ask text-based questions throughout the course and have them answered by a PMM expert.
Exams
50+ exam questions to test your newfound knowledge and understanding.
Templates
12 tried and tested templates to guide your journey toward masterful developer marketing.
Access
Enjoy lifetime access to all the developer marketing course materials. Fit your learning around your schedule, and revisit the content whenever you need a refresher.
Certificate
Earn a developer marketing certification upon passing all the exams.
AI-Powered
Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.
Get this certification plus 25 others with Pro+ membership
Looking for lifelong L&D support? Discover how our Pro+ memberships stack up against our individual courses to find the best value for your investment.
Pro+ Membership$167 /month (billed annually) Annual subscription with access to every course, a yearly Summit, workshops, templates, mentors, members-only events, and more.
✅25+ courses (incl. updates and future releases)
✅Complimentary access to 1x PMM Summit every year
✅Live workshops every month
✅Exclusive content
✅100+ templates and frameworks
✅500+ hours of OnDemand video content
✅PMM mentors
✅Members-only events and community
✅PMM learning paths and toolkits
✅Ungated access to industry reports | Individual certification$1299 One off payment One-off payment and lifetime access to this accredited course.
✅Lifetime access to all course content
✅Access to all future course updates
✅Official certification if you pass the exams
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Course benefits
Gain highly marketable expertise for driving success in the developer market.
Unlock accelerated career growth and advancement opportunities within product marketing.
Get a competitive edge when applying for product marketing roles at prestigious tech companies.
Choose the way you want to learn
Our certifications can be taken in three different ways. Discover each of their unique benefits and learn in a way that suits you.
| In-person | Live virtual | OnDemand |
Comprehensive curriculum 19+ hours of ondemand content, with fireside chats, templates & frameworks, coursework & exams. |
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Official certification Official CPD & CIM accredited certification. | ✔️ | ✔️ | ✔️ |
Real-time interaction Interact with peers and the instructor live with real-time feedback. |
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Instructor-led Direct support to guide you through the curriculum from a PMM expert. |
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Role play Hands-on activities and tangible exercises. | ✔️ |
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Networking opportunities Build your network with PMMs near you and bond over drinks. |
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FAQs
How does the Developer Marketing Certified: Core course work?
The course is 100% online and self-paced. You’ll work through the modules in chronological order and be invited to take part in activities. At the end of each module, you’ll be presented with exam questions and, if you pass all these, you’ll become certified!
How long will the Developer Marketing Certified: Core course take to complete?
The course content, activities, and exams will take approximately 8 hours to complete.
What happens if I don’t pass the course exams?
You'll have two attempts at each exam. If you fail the first attempt, we really recommend revisiting the materials to help you pass the second time around. If we can support you further, please reach out to us for more help.
Note: Contact support at support@pmmalliance.com for further help or to request that your exam be resent.
Get your team on the same page...
Fill key knowledge gaps and get everyone speaking the same language by getting your whole team certified. Book in a call to discuss group rates.
If you need help convincing your company to pay for your training, we’ve done the leg work for you.