👋 Hi, I’m Kyle and welcome to my newsletter, Growth Unhinged. Every other week I I take a closer look at what drives a SaaS company’s growth. Expect deep dive takes on SaaS pricing, Product Led Growth, public company benchmarks, and much more.

Developers are known as the toughest software audience to crack.

They notoriously don’t have much time and will absolutely abandon ship if a product seems too labor-intensive to adopt. They hate to be “sold” to, creating challenges in hiring a sales and SDR team to generate revenue. And they have an averse reaction to traditional marketing, never shy about calling out vendors who are inauthentic.

Unfortunately, you can’t afford to ignore developers, even if they aren’t a core constituency in adopting your product today (although even that may very well change if trends continue.)

How developers buy software tends to eventually become how everyone else buys software. Just look at the current buzzwords of SaaS: product-led growth, consumption-based pricing, the (re)birth of freemium products, the push towards building user communities. All strategies have become old news when trying to appeal to developers.