A phrase we hear a lot is that developers hate marketing, but if we consider marketing as a whole there aren’t many people who actively discuss how much they love marketing or a specific campaign they’ve seen. In general, most people tolerate marketing because it’s either entertaining, gives us information about a product we’re interested in, or because it gives us free access to products or services. The same can be said about developers, there has to be a need for them to engage with marketing and if the tactics used are too salesy, aggressive or repetitive they will completely disengage.
There’s also the problem that generally speaking, developers understand the product better than the marketers who are trying to sell it to them, so all the marketing spiel simply won’t work. Developers are technical and their needs are different, they are looking for solutions to their problems, to solve other people’s problems and to be a part of something bigger – not just trying to get the best deal.