Download
your brochure
.jpg)
Uncover insightsthat transform developer engagement
.svg){kind=logo}
.svg)
.svg)
.svg)
.svg)
.svg)
.svg)
.svg)
.svg)
.svg)
Certification
overview
Whether you’re an industry newbie or a developer relations specialist, you need to know how developers think. This is the first step in creating solid marketing strategies because getting into the developer’s mindset allows you to understand what they’re looking for in a product, their likes, and dislikes, where they hang out, and more.
We’ve built our Developer Research Certified: Masters from the careers of some of the world’s biggest developer marketers, developer relations experts, community managers, and many other key leaders in the industry.
So, this certification will teach you how to conduct research to understand what developers and their stakeholders actually want – as well as their attitudes, experiences, and pain points. You’ll learn from key experts in the field, practical examples, case studies, and interactive coursework.
Curriculum
Chapters
- An intro to developer marketing and research
- The benefits of developer research
- B2B vs B2C vs B2D markets
- DevRel: developer first vs developer plus
- Bonus: Do developers really hate marketing? Joy Liuzzo, Head of Product Marketing at Stack Overflow with Steve Francia, Product & Strategy Lead for Google and Jeana Jorgensen, Sr. Director, Cloud Product Marketing & Sustainability at Google
- Exam
- Fireside chat: Adam DuVanver, Author of Developer Marketing Does Not Exist
Chapters
- Intro to primary research
- The benefits and limitations of primary research
- How can you reach out to developers and get participants?
- Bonus: Get into the developer mindset - Liz Moy, Enterprise Developer Evangelist at Twilio
- Intro to secondary research
- The benefits and limitations of secondary research
- Secondary resources for developer marketers
- Exam
- Fireside chat: Abhishek Ratna, AI/ML Product Marketing Lead at Google
Chapters
- Intro to qualitative research
- Observations
- The different types of developers
- Ideal customer profile vs user persona
- Interviews and focus groups
- The developer journey
- Building a developer community
- Bonus: How to build & engage dev communities - Mercy Organgi, Developer Community Lead at Shopify
- Exam
- Coursework
- Fireside chat: Chris Riley, Senior Manager, Developer Relations at Hubspot
Chapters
- Intro to quantitative research
- Developer surveys
- Usability testing
- Mixed-methods approach
- Bonus: Data-drive developer marketing - Gary Gonzalez, Managing Partner & Tom Williams, Director of Strategy & Client Services at Catchy
- Exam
Chapters
- The ethics of research
- Should you offer incentives?
- Goodbye to stereotypes and bias
- Exam
- Coursework
Chapters
- Effective communication
- Structuring your presentation
- Exam
Chapters
Chapters
Chapters
Chapters
Chapters
- An intro to developer marketing and research
- The benefits of developer research
- B2B vs B2C vs B2D markets
- DevRel: developer first vs developer plus
- Bonus: Do developers really hate marketing? Joy Liuzzo, Head of Product Marketing at Stack Overflow with Steve Francia, Product & Strategy Lead for Google and Jeana Jorgensen, Sr. Director, Cloud Product Marketing & Sustainability at Google
- Exam
- Fireside chat: Adam DuVanver, Author of Developer Marketing Does Not Exist
Chapters
- Intro to primary research
- The benefits and limitations of primary research
- How can you reach out to developers and get participants?
- Bonus: Get into the developer mindset - Liz Moy, Enterprise Developer Evangelist at Twilio
- Intro to secondary research
- The benefits and limitations of secondary research
- Secondary resources for developer marketers
- Exam
- Fireside chat: Abhishek Ratna, AI/ML Product Marketing Lead at Google
Chapters
- Intro to qualitative research
- Observations
- The different types of developers
- Ideal customer profile vs user persona
- Interviews and focus groups
- The developer journey
- Building a developer community
- Bonus: How to build & engage dev communities - Mercy Organgi, Developer Community Lead at Shopify
- Exam
- Coursework
- Fireside chat: Chris Riley, Senior Manager, Developer Relations at Hubspot
Chapters
- Intro to quantitative research
- Developer surveys
- Usability testing
- Mixed-methods approach
- Bonus: Data-drive developer marketing - Gary Gonzalez, Managing Partner & Tom Williams, Director of Strategy & Client Services at Catchy
- Exam
Chapters
- The ethics of research
- Should you offer incentives?
- Goodbye to stereotypes and bias
- Exam
- Coursework
Chapters
- Effective communication
- Structuring your presentation
- Exam
Chapters
Modules
Modules
Modules
Our stats
"This course provides a thorough framework for running developer research. It covers every aspect from the moment you thought of doing something to get to know your customers better, to implementing your findings company-wide. I would say it's a must-course for everyone who is in developer marketing and wants to do [research] right."
Joana Cizinauskaite
Product Marketing Manager
“Developer Research is a niche area with little guidance for the marketer. This course helps demystify the topic with tangible guidance and feedback from pros in the field. It’s a great course!”
Abhishek Ratna
AI/ML Product Marketing Lead
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
.svg)
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,
Abhishek Ratna
Abhishek Ratna has 14 years of experience spanning product marketing, demand generation, and developer marketing—7 of those leading marketing for AI and analytics technologies.
Over the years, Abhishek has built effective teams and landed positioning, branding, messaging, integrated campaigns, and channel strategies across inbound/outbound, demand generation, sales enablement, and events.
He rolled out AI models at Meta and marketed the big data and AI revolution at Databricks and, currently, he is a GTM Advisor for HyreSnap. Abhishek is an educator and advocate for product marketing and for embedding AI and LLMs in marketing workflows.
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,
Liz Moy
Liz Moy improves developer experiences through better documentation, APIs, and SDKs. She runs hackathons and workshops for Fortune 500 companies, hosts a tech podcast, creates tutorials, and speaks at international conferences. Her work appears on CNN, Business Insider, and Seeking Alpha, always blending technical insight with a touch of humor.
By the end of the certification
you'll be able to...
.svg)
Gather insights
Successfully gather valuable developer research through qualitative and quantitative methodologies.
Tailor your approach
Create targeted marketing campaigns that help you predict developer needs and attract and retain your audience.
Get buy-in
Build a compelling business case and get stakeholder buy-in to establish new projects or developer programs.
What's
included
6 comprehensive modules that cover the breadth of developer research, designed to help you think like a developer and implement your findings in your org.
Our certification isn’t just theory; we provide the virtual sandbox so you’ll get practical examples too.
40+ exam questions that test your uptake and help you cement your newfound knowledge.
6+ tried-and-tested templates to optimize your developer research and kickstart your insights gathering.
Actionable tips from industry leaders, plus bonus footage and fireside chats with experts who provide additional perspectives.
Learn on your own schedule with our 100% self-paced certification.
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+ certifications (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 On-demand video content
PMM mentors
Members-only events and community
PMM learning paths and toolkits
Ungated access to industry reports
Lifetime access to all certification content
Access to all future certification updates
Official certification if you pass the exams
Get this certification plus 25 others, with Exec+ membership
Discover how our Exec+ memberships stack up against our individual certifications to find the best value for your investment.
25+ certifications (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 certification content
Access to all future certification updates
Official certification if you pass the exams
Certification
benefits
Unlock the power of developer insights to drive revenue growth.
Optimize your resources to focus on what truly matters to your audience, and eliminate risk.
Create a community around your product and foster a sense of belonging and loyalty
.svg)
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
certifications 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:
.svg)
.svg)
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 Developer Research Certified: Masters certification is perfect for developer marketers new to the industry, as well as those who want to polish their skills. The curriculum is also ideal for everyone looking to think like a developer and learn how to best communicate with them, as you’ll learn how to conduct research, communicate that research to key stakeholders, and so much more.
Once you enroll, you can go through the modules in the way that suits you best (and your goals), and you’ll also have the chance to perform activities. At the end of each module, you’ll have exam questions and, if you pass them, you’ll become Developer Research Masters certified.
It depends on what works best for you – the certification is 100% OnDemand and fully self-paced, so take it at your own pace.
If you fail once, you’ll be able to retake the exam. Sadly, if you fail the second time around, you won’t get the certificate. You’ll still have learned a lot and will have access to the certification materials for life. This means you can brush up on bits you slipped up on whenever you want.
