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PODCAST

Code to Market

Every week, Gonto & Hank boil down the most important product, growth, and marketing learnings from what’s happening in dev tools

business marketing

All Episodes

00:26:37

Cursor (Leerob) DevRel vs Sanity CMS Marketing

Code to Market ·

2026/01/05

A $260 DIY CMS sparked debate on Twitter last month. Hank and Gonto break down Lee Robinson’s (Cursor) post, Sanity’s response, and why both sides actually won from a marketing perspective. They dig into the gap between CMS theory and real-world practice, the rise of vibe coding, and why DevRel’s real job is expanding imagination. Then Hank brings backfield notes from AWS Re:Invent with a rapid-fire “worth it or not” game on booths, swag, and side events. Practical, opinionated, and very

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00:11:13

[bonus] Hank's Email Drafts

Code to Market ·

2025/12/12

Most sales & marketing people hate my email drafts.Because I'm not writing for them; I write for developers.I crafted & tested these drafts for the last decade specifically to get enterprise pipeline from developers in product signup funnels at Vercel, GitLab, Neo4j, & Laravel (plus several startups I've advised).And these emails beat every challenger's drafts for ten years! I believe they're strong enough to endure even if widely used, so I'm happy to share them

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00:11:13

[bonus clip] Good vs bad: Unsubscribe pages

Code to Market ·

2025/12/11

A quick review of a few post-unsubscribe pages and ideas to improve yours

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00:15:28

Devtool Hits vs Flops: Replicate, RunLayer, and Kalshi

Code to Market ·

2025/12/08

In Episode 40, we break down two big announcements this week and why one absolutely outperformed the other. Cloudflare’s Replicate acquisition vs. RunLayer’s launch and fundraise: clarity, positioning, what’s-in-it-for-me, and how a single quote-tweet can reshape a narrative.Then we dive into Kalshi and PolyMarket’s “news as growth” strategy and how devtools can copy it using zero-click content and product-aligned insights. Fast, tactical episode. Enjoy.Also Hank cut his hair

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00:20:40

39: Rage Bait and Technical SDRs

Code to Market ·

2025/11/17

A startup spent half its preseed on a Nordic sauna office and turned it into pure rage bait. We break down why attention without a real product or halfway decent website is a waste, and how to time fundraise announcements so they actually help you. Then we get into technical SDRs and GTM engineers, how to source and comp them, and why the future of selling devtools looks a lot more like sales engineers than classic AEs. Plus, a quick invite-only peek at the Code to Market Summit at Snowbird.

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00:10:28

38: One small Conf Combo, please

Code to Market ·

2025/10/30

From AI-generated badges to algorithm-killing YouTube settings, Vercel’s events were full of lessons. We talk about the rise of dual-event strategies, why practice still matters, and how conferences became brand design in motion.

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00:17:09

37: The Right Way to Win Attention

Code to Market ·

2025/10/27

Ramp nailed it. Clay made a polarizing play. Cluely is failing. Branding is the sum of your campaigns and positioning and critical to both getting the right attention and keeping it. From Ramp’s genius Office stunt to Clay’s risky joint-roller bit, it’s all about knowing your audience and going all in when the idea is right.

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00:18:18

36: Drowning in DevRel Demand

Code to Market ·

2025/10/21

Framework turned one broke developer’s tweet into millions of impressions in a masterclass in generous marketing. From there, Hank and Gonto dive into why DevRel never really died, how influencer fatigue is pushing everything back in-house, and why AI companies are stuck launching everything twice.

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00:24:19

35: ZAG HARDER while others ZIG

Code to Market ·

2025/10/20

A fast tour of “zags” that earn attention and still drive understanding. We break down PostHog’s playful desktop motif, PlanetScale’s crisp text-first launch page, why Tempo’s eye candy misses the mark, and a scrappy direct mail play from Browserbase. We close with hiring tactics to separate real operators from smooth talkers.

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00:19:11

34: Triangle Man and the Merchants of Complexity

Code to Market ·

2025/10/06

editors note: this was recorded a few weeks before rauchg's real drama with his Israel tweet... we might get to that (subscribe!)Hank and Gonto break down a week of developer-world drama, from DHH’s RailsWorld keynote and his “Merchants of Complexity” crusade to Vercel’s Twitter battles with Cloudflare and Levels.io. They unpack why DHH’s mix of authenticity, conviction, and controversy still works, and how Guillermo Rauch (aka Triangle Man) handled public attacks with precision and class.They also

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00:45:38

33. Browserbase's Growth Engines

Code to Market ·

2025/09/02

Why ignoring best practices works, and why launches only matter if the product sticks.Paul Klein IV, CEO of Browserbase, on growing with launch videos, planes over OpenAI, no dark mode, and red CTA buttons.

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00:08:54

CEO ESSENTIALS | "Ship something you're ashamed of"...

Code to Market ·

2025/08/27

What does a second-time founder consider ESSENTIAL for taking his product to market and running his startup, Browserbase?

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00:20:06

When Giants Fight, Underdogs Get Noticed

Code to Market ·

2025/08/15

Cloudflare vs Perplexity heats up, and Browserbase gets pulled into the fight. We dig into Perplexity’s shaky defense, the counter-positioning angle they missed, and why people don’t fully trust either side. Browserbase came out looking sharp, not just inserting themselves but being directly named in Perplexity’s reply. Then we shift to the influencer playbook, from OpenAI’s GPT-5 launch strategy to dark social tactics, and wrap with why bragging about Gartner wins usually backfires.

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00:22:32

31: Cloudflare vs Perplexity, Laracon Recap, & Old News

Code to Market ·

2025/08/11

This week, we break down Cloudflare’s public callout of Perplexity and why it’s a perfect PR move for their new bot-charging feature. Hank recaps Laracon, from selling more tickets than ever to turning a golf course into a sponsor-speaker free-for-all with documentary crews, Lambo stress toys, and collectible jackets & patches. We wrap with the bizarre Astronomer saga and how a Chris Martin ex turned it into viral gold.

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00:22:09

Devtools are Pivoting + Cluely Hype

Code to Market ·

2025/06/30

We unpack the shift toward solopreneurs, prosumers, and "builder" personas, and what it means for onboarding, support, and product strategy.Then we break down Cluely, the Gen-Z startup with no clear product but a massive hype engine. Does marketing your marketing work? Should every startup build a hype team? And is Cluely the Fyre Festival of devtools?

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00:16:22

When Big Tech Copies You

Code to Market ·

2025/06/27

Raycast got Sherlocked by Apple... or did they? We break down how they flipped the narrative from panic to power move with a killer mix of transparency, humor, and speed. Then we shift gears to talk about Accel’s video content strategy, including one about letting ScaleAI's founder live in a VC's basement. VCs are getting good at content and honestly who saw that coming?

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00:17:26

Three Levels of Ad Landing Pages

Code to Market ·

2025/06/12

You spent real money. The ad worked. They clicked. Now what?In this episode, we break down how Vercel, Claude, and Statsig handled their Acquired podcast sponsorships and what happened after the click. From custom landing pages to mismatched CTAs, we dissect what worked and what didn’t.Then we shift to launch videos. Cursor mailed it in. Sentry nailed the joke. And we explain why knowing the vibe of your product matters more than just production value.Share with someone running ads or making a

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00:22:32

Clark, Cringe, & Counterpositioning: Retool vs...

Code to Market ·

2025/06/06

Two agent platforms launched within 24 hours (Retool Agents and Superblocks’s "Clark"), but only one nailed the launch & positioning. We break down why naming your AI sucks, what Superblocks did right with counterpositioning, and how Retool missed the messaging mark despite a solid(?) product. Plus, a rant on why launch videos are now table stakes and what you need to do beyond them to stand out.

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00:24:07

PLG isn't Passive: Multi-Product Startups + AI...

Code to Market ·

2025/06/01

We explore how Clerk nailed its self-service, multi-product strategy without chasing enterprise customers. Hank breaks down why great second products should eclipse your first, while Gonto highlights Clerk’s clever integration with Stripe and strategic funding. Plus, Bolt's "Unleash the Vibes" event sets the stage for their massive hackathon, and OpenAI’s leaked strategy reveals why Meta, not Google, is their biggest threat due to unmatched distribution.

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00:23:23

Meeting Haters at React Miami

Code to Market ·

2025/04/25

In this episode Hank and Gonto dive into Hank's experience at React Miami, where online beefs turned surprisingly civil and a "Family Feud" parody stole the show. They also discuss Figma's head-scratching trademark battle over "DevMode," a move that ended up being less strategic genius, more meme fuel.

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44 results

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