Marketing to Developers: The Key Marketing Vertical in Crypto Today @ Starfish

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Adam Gross (Former CEO of Heroku) once said that there is no tech marketing other than marketing to developers. The success of Microsoft, Apple, Salesforce, Heroku was deeply dependent on their ability to market to developer communities and get them to build on or for their technologies.

Marketing strategies to attract developers is a rarely discussed topic in the media and conferences, yet it is a core function of a blockchain marketers role today. Developers are often creators, customers, community builders, and product champions all wrapped into one. Marketing to Developers is the most important marketing vertical for blockchain projects in[masked].

In the second meetup of our ‘Marketing in Blockchain’ series, we’ll be recapping campaigns that worked to attract developers, covering, content marketing, media relations, community activations, GitHub, developer docs, hackathons, and many more. Our speakers bring invaluable experience in building and activating significant developer communities in crypto and blockchain space and they will break it down for attendees on how they reached their goals.

Format: panel discussion along with focused short case studies of what strategies and tactics worked best for our speakers.

About the Marketing in Blockchain series:

Insightful & practical events that focus on actionable takeaways. Panel discussions are always high energy with lots of real-life examples. Our goal is simple -- to supply the marketing community and founders with applicable ideas and frameworks.


Jane Wu
Marketing and Community, Nervos Network

Jane is focusing on marketing and community at Nervos ( The Nervos Common Knowledge Base (CKB) is a public blockchain generalizes Bitcoin's UTXO model to support tokens and smart contracts. She started the journey in crypto space since 2017 with Bodhi prediction market, previously she was a journalist at ELLE and Financial Times. Jane is also a curator of RelayNode (

Robbie Bent
Ecosystem Support, Ethereum Foundation

Robbie has been committed to building community in the Web 3.0 space, getting his start as the first employee and Chief Operating Officer at Truebit. Robert has also been advising the Ethereum Foundation on its grant program and started a number of open source initiatives including ETHPrize, ETHSecurity, the Community of Communities, MerryMerkle and the CryptoPledge.

Steven McKie
Founding partner at Amentum
Investor: Handshake, Cent, and others

Steven is a crypto veteran of 5 years. Previously Head of Growth and Product Content at Purse, he expanded Purse’s operations with value-added partnerships in multiple regions globally and assisted in building out the bcoin developer team and support team. Steven received his BSBA in Information Systems & Technology at Old Dominion University in ‘14.

Matt Taylor
Marketing Lead, 0x

Matt heads up Marketing and Comms at 0x, an open protocol that enables the decentralized exchange of assets on Ethereum. He previously worked at Abra and Square. He double-majored in Economics and Philosophy at Claremont McKenna College, where he wrote his undergraduate thesis on Bitcoin.


Jenia Barkanova
Head of Marketing, SKALE Labs

Jenia is leading marketing, community, and developer relations at SKALE Labs ( SKALE empowers Ethereum dApps to run high-speed low-cost smart contracts in Layer 2.

In support with Pure Knot, the Blockchain Strategic Communications and PR Agency