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Crack the code to captivating developer audiences with powerful marketing
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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
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
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
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
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
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
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
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
Chapters
Chapters
Chapters
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
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
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
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
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
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
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
Modules
Modules
Modules
Our stats
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“I loved that the course was broken up into easy-to-digest ‘chapters.’ I often would work on them between meetings or when I had some free time during the day. I began with a good foundation or understanding of Developer Marketing, but the course brought up insights and points that gave me new ideas and made me excited to see how I could implement them at the company."
Sara Zenner
Senior Product Marketing Manager
"This course should be mandatory for anyone starting in a developer-first company. It really helps to understand where to focus marketing efforts, how to get stakeholders on board and how to actually market products for developers. The contents are top-notch, from video lessons to fireside chats with industry leaders."
Joana Cizinauskaite
Marketing Coordinator
Download
your brochure
Learn from the collective success and experience of the world’s biggest product marketing community. Not only that, but our certifications are built with the support of PMMs from the largest orgs around such as Adobe, Google, Linkedin, Atlassian, Grammarly, and many more.
If you need help convincing your company to pay for your training, we’ve done the leg work for you.
Your
instructors
Your instructor,
Chris Tran
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A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Justin Fink
Justin Fink is a seasoned GTM (go-to-market) leader who has built and managed Marketing and GTM operations functions, as well as led product marketing initiatives at public companies.
He currently serves as the Head of Marketing at Machinify, a cutting-edge company that automates healthcare administration using advanced technologies like Generative AI and Large Language Models.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Karien Pype
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Chris Riley
Chris is the Sr. Manager of Developer Relations at HubSpot, where he leads a team of talented and smart techies who help external developers grow better with HubSpot's platform and products. With over 18 years of experience in software development, product management, and content creation, Chris has a strong focus on enterprise content management and capture solutions.
Passionate about modern app dev practices, DevSecOps, agile, and DevOps, Chris is driven by understanding how these methodologies can improve the quality, speed, and security of software delivery. As a person living with dyslexia and ADHD/ASD, he is also a vocal advocate for neurodiversity and inclusion in the tech industry.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Nisha Baxi
Nisha is a community builder and customer advocate at her core. She believes the power of an active community allows organizations to increase retention, drive pipeline growth, and build lasting partner relationships.
Nisha's passion stems from the joy of bringing people together to achieve common goals - whether assembling Fortune 100 executive panels, enabling teams around new ideas, or engaging in mentorship.
With a deep understanding of community and advocacy, she has become a valued leader adept at cultivating connections, collaboration and sustainable organizational growth.
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.
Develop relationships
Get proven ways to build and energize communities of loyal developer fans.
Streamline data
Become a data-driven marketing wizard for continuously leveling up your campaigns.
What's
included
8+ hours of course material that explores the science of developer marketing.
5 modules with activities to help you put the theory into practice and solidify your learning.
Gain new insights with the ability to ask text-based questions throughout the course and have them answered by a PMM expert.
50+ exam questions to test your newfound knowledge and understanding.
12 tried and tested templates to guide your journey toward masterful developer marketing.
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.
Earn a developer marketing certification upon passing all the exams.
Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.
Get access to
these resources...
With every single one of our courses and certifications, you can get your hands on templates, frameworks, and toolkits. All are designed with the cumulative knowledge of our community to help you implement your newfound knowledge the very next day.
Book a free
career consultation
Identify your strengths and areas for improvement.
Get expert advice tailored to your career goals.
Explore the impact of certification on your career.
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.
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
Lifetime access to all course content
Access to all future course updates
Official certification if you pass the exams
Get this course plus 25 others,
with Exec+ membership
Discover how our Exec+ memberships stack up against our individual courses to find the best value for your investment.
25+ courses (incl. updates and future releases)
Complimentary access to 1x PMM Summit every year
Exclusive PMM Leaders Summit
Leadership programs
Mastering leadership workshops
Peer-to-peer mentorship
Carefully curated peer groups
Leadership breakfast briefings & dinners
100+ templates and frameworks
500+ hours of OnDemand insights
Members-only events and community
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.
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Choose the wayyou 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.
Comprehensive curriculum
Official certification
Real-time interaction
Instructor-led
Role play
Networking opportunities
Why choose
courses from PMA?
Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...
Old way
New way
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.
Trusted by teams including:
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Accelerate your learning with our product marketing AI coach.
Ask questions and get advice instantly- the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.
FAQS
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!
The course content, activities, and exams will take approximately 8 hours to complete.
If you fail the first time around you'll be given the option to retake the exam. If you fail the second attempt, unfortunately, it means you won’t get the certificate. However, all’s not lost – you’ll have still learned lots and you’ll be given access to the course materials for life, so you can brush up on the bits you slipped up on forevermore.
