Understanding the Role of Technology Evangelists

Several years ago, I began speaking at developer conferences. It was a great way to learn new things while meeting people who would become valuable connections. Among these were professional "technology evangelists," a role well-known within the tech industry but relatively obscure outside of it. These individuals play a crucial role in developer outreach, bridging the gap between tech companies and their users.

A technology evangelist influences individuals and businesses through talks, content, and community engagement, much like how a traditional evangelist spreads a message. This role, often synonymous with developer evangelist, involves inspiring and educating the tech community about a company's products and services.

Why Is Technology Evangelism Important?

Marketing to technical people is notoriously challenging. They are detail-oriented, skeptical of sales pitches, and often shielded behind ad blockers. Yet, developers are a highly valuable market. They are well-paid, invest in resources to do their jobs better, and play a crucial role in purchasing decisions at their companies.

Today, the range of developer tools is vast, from integrated development environments (IDEs) to countless applications for coding, collaboration, and deployment. Evangelists help bridge the gap between these solutions and their intended users, often being former developers themselves who can discuss the benefits authoritatively.

Deconstructing Developer Relations

Traditionally, developer evangelists have been part of sales and marketing departments, responsible for moving leads through the pipeline. However, the growth of B2D (Business to Developer) marketing has introduced specialized roles like developer advocacy, developer success, and developer experience.

According to industry insights, "Developer Relations" serves as an umbrella term for these roles. For example, Jason St-Cyr, Director of Developer Relations at Sitecore, explains that different terms are used for various types of work within the field, from product marketing to community engagement.

Technology Evangelism in Practice

Marketing to developers involves educating, helping, and empathizing with them. Here are some of the key responsibilities of a technology evangelist:

Event Marketing

Events are a highly effective way to engage developers. Speaking opportunities allow evangelists to address a wider audience without seeming overly salesy, which developers often find off-putting. Sponsoring or creating your own events can also be valuable, though costly.

Content Marketing

Content is king in developer marketing. Various types of content target developers at different stages of the outreach cycle:

• Blogs and Guest Posts: Improve SEO and drive organic traffic with engaging articles.
• White Papers: Top-of-the-funnel content that establishes thought leadership.
• Tutorials and Case Studies: Show practical applications of your product.
• Video Content: From tutorials to live coding sessions, video is increasingly popular.

Effective technical content must be authentic and genuinely helpful, ideally written by developers who understand the audience.

Community-Driven Marketing

Developers are often active in forums and online communities. Engaging in platforms like Slack, Discourse, Stack Overflow, Twitter, Reddit, and Hacker News can generate traction. As an evangelist, you might write content, record videos, speak at events, and introduce new products.

Becoming a Technology Evangelist

To become a successful technology evangelist, you'll need several key skills:

1. Technical Skills: Experience as a software developer and a strong understanding of technology.
2. Communication Skills: Ability to explain complex technical concepts to various audiences.
3. Empathy: A positive attitude and willingness to help, even in the face of pushback.

Hiring a Technology Evangelist

Hiring the right technology evangelist can be challenging. Here are some tips:

1. Cast a Wide Net: Look beyond local markets. Talented technologists can be found worldwide.
2. Be Specific About Deliverables: Clearly define the role and responsibilities to attract qualified candidates.
3. Offer Competitive Compensation: Expect to pay salaries comparable to senior developers.

If hiring a full-time evangelist isn't feasible, consider outsourcing to a B2D marketing agency like Draft.dev, which specializes in creating technical content written by developers.

Tech Evangelism

Technology evangelism is integral to marketing to developers, engineers, and technical users. A skilled evangelist speaks the language of developers and can effectively bridge the gap between your product and its users. For help with your go-to-market strategy or to create compelling content, consider hiring a specialist from Hire a Writer. They can assist you in crafting engaging content that resonates with your target audience, driving your product-led growth strategy forward.