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Developer marketing certified: Core

Hannah Sangwin avatar
Written by Hannah Sangwin
Updated over 3 months ago

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.

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.

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.

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.

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.

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.

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.

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 messaging

Build powerful personas to create unmissable campaigns and captivate audiences for impactful product launches that deliver seamless customer experiences.


Drive business impact through calculated alignment

Strategically 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


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.

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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.

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