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.
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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 course 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.

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

Chapters

  • Understanding your developer audience
  • The different types of developers
  • Ideal customer profiles
  • Creating developer personas
  • Researching your personas
  • Empathy mapping
  • The developer journey
  • Building a developer community
  • Developer marketing trends in 2022

Chapters

  • What is a developer program?
  • Should you have a developer program?
  • Establishing cross-company alignment
  • Developer relation (DevRel)
  • DevRel and developer advocates

Chapters

  • An intro to developer-focused content
  • Writing developer documentation
  • What is a case study in marketing?
  • Whitepapers

Chapters

  • Why metrics matter
  • 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 findings

Chapters

Chapters

Modules

Modules

Modules

Introduction

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
Becoming developer-centric

Chapters

  • Understanding your developer audience
  • The different types of developers
  • Ideal customer profiles
  • Creating developer personas
  • Researching your personas
  • Empathy mapping
  • The developer journey
  • Building a developer community
  • Developer marketing trends in 2022
Building a developer program

Chapters

  • What is a developer program?
  • Should you have a developer program?
  • Establishing cross-company alignment
  • Developer relation (DevRel)
  • DevRel and developer advocates
Writing developer-focused content

Chapters

  • An intro to developer-focused content
  • Writing developer documentation
  • What is a case study in marketing?
  • Whitepapers
Measuring success

Chapters

  • Why metrics matter
  • 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 findings

Chapters

Chapters

Modules

Modules

Modules

Our stats

8+
Hours of content
5
Modules
50+
Exam questions
12
Templates
2+
Hours of bonus footage

“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.

Pitch the program
5 star ratings from:

Your
instructors 

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  

01
Content

8+ hours of course material that explores the science of developer marketing.

02
Studies

5 modules with activities to help you put the theory into practice and solidify your learning.

03
Q&A

Gain new insights with the ability to ask text-based questions throughout the course and have them answered by a PMM expert.

04
Exams

50+ exam questions to test your newfound knowledge and understanding.

05
Templates

12 tried and tested templates to guide your journey toward masterful developer marketing.

06
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.

07
Certificate

Earn a developer marketing certification upon passing all the exams.

08

09
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 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.

B2D buyer persona template and example

B2D user persona template and example

Developer persona career archetypes

B2D persona questions list

Empathy map

Checklist to engage your developer community

Checklist to engage your developer community

Guide to help you build a developer community

Developer journey template

Content mapping template

Content mapping example

Sign up to the
pro+ membership

...and get access to 15+ of our courses and more!

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

Subscribe to Pro+
Individual certification
$1,299
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.

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

Stodgy, outdated training
All theory, no action
Limited learnings from 1x expert
vs

New way

Interactive learning at your own pace
Practical, actionable, case study-led lessons
Community-led learning derived from the masses

Course‍
benefits

Master PMM: Get to grips with real-life product marketing scenarios.

Drive success: Step confidently into your role with the knowledge and frameworks you need to shine.

Stand out: Make an impression on potential employers with a globally recognized qualification.

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...

PMA Certified Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Exclusive content, framework and templates

250+ hours of video content

PMM summits OnDemand

300+ PMM slide decks

Access to PMM mentors

PMM learning paths

PMM learning paths

Peer advisory councils

40% discount on in-person PMA summits

Discount on PMM certification

Enroll now
Other Product Marketing Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Access to all presentations - live broadcast only

Ask your questions to industry leaders

Be part of the product marketing community and network with peers. Limited to live broadcast only

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:

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

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?

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.

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‍‍always love...

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The PMMC
framework

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The PMMC framework

Discovery

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Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets