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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

00:36:56

Hard Times for Developer Marketing

Code to Market ·

2025/04/14

We share the wild projects, crazy constraints, and innovative pivots that turned panic into progress.

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00:22:43

How to Hire Marketers Like Vercel, Auth0, & Laravel

Code to Market ·

2025/04/09

Every startup struggles with this—even the best founders and teams we’ve worked with. How do you actually hire great people, build trust, and scale without turning into a slow, bloated mess? In this episode, we share the hard-earned lessons that helped us grow high-performing teams at Auth0, Vercel, Laravel, and more.

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00:26:13

Hats, Haters, & Hackathons

Code to Market ·

2025/04/07

Levels.io is turning vibe coding into a full-blown distribution engine—shipping fast, selling hats, running hackathons, and pulling others into his orbit. We break down what B2B founders can learn from his playbook, then dig into the Rippling vs. Deel spy scandal, Vercel’s drama with Cloudflare, and Supabase’s documentary on Bolt.new. It's founder mode, for better or worse.

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00:25:49

Did Laravel do a PERFECT developer marketing launch?

Code to Market ·

2025/03/20

This week, Hank's in the hot seat. Gonto grills him on Laravel’s latest launch - what was great, what wasn't, and what pissed him off.We cover:- Why bundling launches > launch weeks- The secret power of using other people’s audiences- Tips to improve marketing & pricing pages- How Gonto wishes Hank positioned harder against launch weeksOne of our most tactical episodes yet!

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00:21:03

Raycast launches the future while Bybit fights for...

Code to Market ·

2025/03/03

Raycast just launched AI Extensions, and we break down why their approach to marketing and UX is what Apple Intelligence should have been. Then crypto story time with Gonto as he talks about the biggest crypto hack in history—$1.4 billion stolen from Bybit—and why their response was a masterclass in crisis communication. We talk about speed, transparency, and how to turn disaster into brand strength. Plus, some thoughts on owned media, launch strategy, and the rise of B2B video marketing.

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00:20:20

Enablement Beats Collateral & Credit Card Gates

Code to Market ·

2025/02/26

We discuss why sales enablement is more powerful than sales collateral and how to get them to stop relying on PDFs and case studies and instead focus on understanding the product and delivering answers in real time. We also discuss credit card gates on products. After gathering insights from DigitalOcean, MongoDB, and PlanetScale, we break down the trade-offs between frictionless sign-ups and filtering for serious users.

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00:21:46

Traffic from AI Chat is Growing Faster Than We Thought

Code to Market ·

2025/02/17

AI chatbots are driving more traffic than you think, and it’s happening fast. Hank and Gonto break down the latest data on AI-driven search, why it matters for businesses right now, and how companies should adapt. They also dive into a heated database debate between Neon, Planetscale, and Prisma, discussing how to handle trolls and bad benchmarks. Plus, a look at Laravel’s unconventional approach to conference pricing and a marketing experiment that had developers DMing their AWS bills.

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00:12:40

Stop EXPLAINING your SaaS; SHOW why it's great instead

Code to Market ·

2025/02/12

In this episode ofCode to Market, Hank and Gonto break down thetrade-offs of fast follows—whyspeed gets you attention, but differentiation wins you customers. They explore the psychology of AI adoption (why the less people understand AI, the more they use it), and how devtool founders shouldsell the WOW first, then the HOW to drive real adoption.They also dive into the rise ofAgent Experience (AX)—whyAI agents will soon be your biggest users, how SEO is shifting away from Google rankings, and

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00:19:36

Developer Marketing lacks Vision

Code to Market ·

2025/02/09

Most devtool founders and marketers focus too much on launches and not enough on vision. In this episode, we break down Andrew Chen’s take on viral launches—are they a waste of time or always worth it? Hank defends the power of going big, while Gonto argues for a more targeted approach. We also dive into the real reason technical founders struggle with storytelling, why Elon Musk’s never-ending vision keeps people engaged, and how to craft a marketing narrative that actually works.

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00:22:22

Devin AI, SF Dinners, & Raycast Ad

Code to Market ·

2025/01/22

Questions answered: What could Devin have done differently in their marketing? Are Devin's VC's stupid? How can you run small dinners/meetups? What's brilliant about Raycast's ad? (and what would we change?)

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00:18:22

The Perfect First DevRel Hire for Devtool Startups

Code to Market ·

2025/01/19

What makes a great early marketing or DevRel hire? In this episode, we break down why hunger for glory drives experimentation, why first hires should be generalists, and whether founders should test marketing channels before hiring. Plus, we discuss the different types of DevRel and analyze a great example of educational marketing from Resend. 🔹 When to hire your first DevRel 🔹 Charisma vs. content: What matters more? 🔹 Why experience can sometimes hold people back 🔹 A simple framework for

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00:23:50

Master AI + New Media in 2025 with Us

Code to Market ·

2025/01/14

Hank & Gonto share their work and personal themes for 2025.

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00:15:10

Is attention & amplification more important than...

Code to Market ·

2025/01/03

In this episode, we discuss if attention and amplification is better than money now. We dive deep into organic and paid influencer marketing, and affiliate marketing.

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00:19:03

Obsessing over Competitors & Blaming Marketing...

Code to Market ·

2024/12/28

In this episode we discuss frameworks on competitors, GitHub's "free" Copilot plan, and the bastardization of PLG

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00:18:02

Sell to Developers' Human Needs

Code to Market ·

2024/12/19

Developers make decisions with emotion, not just logic and rational thinking - you can use that! Also, Shopify's boring launch was a masterclass.

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00:19:51

2 fights, 1 booth, and 0 cookies

Code to Market ·

2024/12/12

This week we discuss about 2 online fights: Supabase vs Levels & EDB vs PostgresWeekly, how to be creative with your booth and conference strategy, and how real "building in public" is.

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00:17:55

The Rippling Effects of a Week Launch

Code to Market ·

2024/12/06

We discuss Rippling crossing the line with their comparison page mischief, a simple hackathon by Vercel, and our thoughts on "Mega Launch Week"3:35 PM

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00:12:18

Obsessed with Service as Software (with Marcel Santilli)

Code to Market ·

2024/11/19

We discuss a new term on the rise, "Service as Software", and what it means for marketers and knowledge workers. Admittedly less devtool-focused than normal - let's blame the election news cycle for that :P Service as Software: https://x.com/JayaGup10/status/1852148821389934921 Marcel: LinkedIn Twitter GrowthX

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00:26:19

More Launches and Cool Dev Tools Websites

Code to Market ·

2024/11/08

This episode discusses launches from GitHub Universe, Browserbase, Neon.tech Deploy, and Prisma Serverless Database. We also discuss PlanetScale's new website, Jina's new docs, and website's easter eggs

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00:15:54

Next.js Conf Marketing Breakdown + Disguised DuckDB...

Code to Market ·

2024/10/30

We discuss hits and misses from Next.js Conf 2024, plus how MotherDuck disguised a feature announcement in a post about design.

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44 results

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