Marketing to developers isn’t about flashy campaigns—it’s about credibility, clarity, and community. In the open source world, where adoption starts bottom-up and influence flows sideways, messaging has to resonate with two distinct audiences: the builders who use your product, and the buyers who fund it. This session explores how to craft open source messaging that earns developer trust while empowering champions to drive internal buy-in. We’ll cover how to strike the right balance between technical depth and business value, and how to turn grassroots traction into a compelling growth story. You’ll learn: - What developers actually care about in your messaging (hint: it's not your roadmap) - How to translate community momentum into strategic value - How to map messaging to both builder and buyer journeys - Real-world examples of open source GTM—what worked, and what didn’t - A framework for developer-first storytelling that scales Whether you're launching your first OSS project or scaling a devtool startup, this session will help you go from code to conviction—and turn your community into your best marketing engine.