Insights
from the field.
Essays and playbooks on DevRel, field marketing, and the craft of building developer brands in AI. Written by Dan and the team.
DevRel the Goose Way
Twelve things I've learned about being successful in developer relations. The framework I use to bet on generalist humans in an LLM-optimized world.
Why founder ghostwriting backfires with developers
Developers treat writing like code review. Outsource the voice too early and they will call it. Capture, co-write, or write it yourself.
Read Insight · 6 min readThe 2026 guide to developer marketing and DevRel agencies
An honest map of the DevRel and developer marketing agency landscape: who does strategy, content, community, campaigns, and events best, and how to choose.
Read Insight · 8 min readTop 10 DevRel strategies to boost AI product adoption in 2026
The ten strategies we run for AI and developer-tool companies to win adoption in 2026, ordered by leverage: time-to-first-success, docs as product, answer-engine visibility, community trust, and the measurement behind them.
Read Insight · 10 min readHow Goosewin drives growth for AI and devtool brands through events
How we run events as a growth channel for AI and devtool brands: the formats, the end-to-end playbook, and how we tie conferences, meetups, hackathons, and workshops to pipeline and developer activation.
Read Insight · 8 min readAlternatives to traditional social media marketing for AI startups
Broadcast social media underperforms with engineers. The channels that actually win developer adoption for AI startups, each with when to use it, how to start, and an honest comparison.
Read Insight · 9 min readComparison of media production techniques for AI marketing campaigns
A practitioner comparison of the media formats used in AI and devtool campaigns: demos, short-form, tutorials, livestreams, podcasts, written content, and talk capture, with cost, reach, and trust for each.
Read Insight · 8 min readHow to leverage field marketing for AI and devtool companies
What field marketing means for AI and devtool companies, the plays that work, how to run a program end to end, and how to measure it on developer activation and account pipeline.
Read Insight · 8 min readWhat fractional DevRel costs in 2026 (and when to hire it)
Real price ranges for outsourced DevRel: fractional programs, content retainers, freelance advocates, and the in-house math, plus the decision rule for agency vs. hire.
Read Insight · 7 min readHow to measure DevRel in 2026: metrics that survive the CFO
The two-layer measurement model we run for clients: leading indicators that prove motion, lagging indicators that defend budget, and the instrumentation stack behind both.
Read Insight · 7 min read
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