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Picks and Shovels: Marketing to Developers During the AI Gold Rush
Master the art of developer marketing and make it big in the AI Gold Rush.
During the California Gold Rush, it wasn’t the miners who struck it rich—it was the merchants selling them picks and shovels. Today’s AI Gold Rush is no different. The real winners are the ones building tools for developers, and it takes special skills to stand out and successfully market to people who hate being marketed to.
Picks and Shovels is the definitive guide to developer marketing, built from Prashant Sridharan’s thirty years of experience helming developer programs at Microsoft, Amazon Web Services, Twitter, and numerous startups. To connect with the most discerning audience in tech, you’ll learn how honest, effective messaging that resonates with developers.Build programs that build trust and turn skeptics into champions.Run unforgettable events that drive real adoption and impact.Build audacious content that developers love.Align product, marketing, and sales teams around a shared vision.Measure what matters—and cut the fluff.
Whether you’re launching a business or running an established organization in BigTech, Picks and Shovels is the essential resource for marketing technical products.
During the California Gold Rush, it wasn’t the miners who struck it rich—it was the merchants selling them picks and shovels. Today’s AI Gold Rush is no different. The real winners are the ones building tools for developers, and it takes special skills to stand out and successfully market to people who hate being marketed to.
Picks and Shovels is the definitive guide to developer marketing, built from Prashant Sridharan’s thirty years of experience helming developer programs at Microsoft, Amazon Web Services, Twitter, and numerous startups. To connect with the most discerning audience in tech, you’ll learn how honest, effective messaging that resonates with developers.Build programs that build trust and turn skeptics into champions.Run unforgettable events that drive real adoption and impact.Build audacious content that developers love.Align product, marketing, and sales teams around a shared vision.Measure what matters—and cut the fluff.
Whether you’re launching a business or running an established organization in BigTech, Picks and Shovels is the essential resource for marketing technical products.
496 pages, Kindle Edition
Published September 23, 2025
About the author
Prashant Sridharan
7 books6 followersPrashant Sridharan has over three decades of experience at the intersection of technology and storytelling. He has held senior marketing leadership roles at Microsoft, AWS, Meta, Twitter, and Supabase.
He is the author of the international best-seller *Picks and Shovels: Marketing to Developers During the AI Gold Rush*. *The Midnight Coder's Children* is his debut novel.
He lives in San Francisco, California and Lisbon, Portugal.
He is the author of the international best-seller *Picks and Shovels: Marketing to Developers During the AI Gold Rush*. *The Midnight Coder's Children* is his debut novel.
He lives in San Francisco, California and Lisbon, Portugal.
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Displaying 1 - 1 of 1 review
October 21, 2025
Marketing for developers, has some practical insights that aren't always obvious. Great for engineers looking to better understand the business side.
Displaying 1 - 1 of 1 review