Winning engineers with content they actually respect
Developer-first content and a webinar engine that turned a DevOps platform into a trusted name.
- Client profile
- Seed-stage DevOps and observability platform for engineering teams
- Region
- India, US and Europe
- Timeline
- 6-month programme
Where they started
Engineers do not respond to marketing language. They want working examples, honest trade-offs and tools that respect their time. The product was strong, but the content read like a brochure, so developers scrolled past it.
The team had no capacity to run content as a programme, and a failed webinar or two had left the founders doubtful that events were worth the effort.
What we did
- 01
Pair writers with engineers
Set up a lightweight process where technical writers interview the team, draft tutorials and incident write-ups, and engineers review for accuracy.
- 02
Lead with hands-on formats
Published step-by-step guides, runnable code samples and honest comparisons of approaches, each with a clear, low-friction route into the free tier.
- 03
Run webinars as a series
Planned a monthly live-build series with guest practitioners, promoted through email, LinkedIn and developer communities, with recordings repurposed as short clips.
- 04
Nurture by behaviour
Built email journeys that follow what a developer read or attended, sending the next useful guide instead of a sales pitch.
What success looks like
- A trusted technical voice in the communities where engineers research tools
- A repeatable webinar engine with a pipeline of speakers and topics
- Content that supports both discovery and free-tier activation
- A nurture path that moves engaged developers toward a team plan
Numbers you can check
- Qualified registrations are those with a work email at a company of five or more engineers
- Attendance and watch-time taken from the webinar platform, not estimated
- Free-tier sign-ups attributed to content using UTM-tagged links and first-touch reporting
Want a plan like this for your own company?
Share your product, your market and your numbers. We’ll come back with a baseline, a target and an honest view of how we’d reach it.