The most common questions about developer marketing, answered

A PostHog marketing leader argues that marketing has no universal playbook and should instead reflect a company’s strengths, culture, and willingness to experiment. Launches should be treated as ongoing campaigns distributed across multiple formats and channels, while existing users should be educated about overlooked features through long-term onboarding, targeted in-app messages, cross-selling, and periodic product updates. Channel selection should be based less on perceived prestige and more on what a team can execute well and authentically, and frequent communication is only spam when its content or targeting is poor. The company uses public roadmaps, waitlists, beta feedback loops, and automation to market unreleased products, while relying on a mixture of sign-up metrics, user reactions, and internal judgment rather than strict ROI calculations for every initiative. Community efforts require a clear definition of what community means and may depend on hiring people suited to specific channels, while early-stage teams may benefit from product marketers but should avoid rushed hires. Billboards and merchandise are presented as awareness-building and joy-generating investments rather than directly measurable revenue channels, and the broader advice emphasizes originality, unconventional influences, diverse hiring, and cultural fit in marketing decisions.

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