Practice developer marketing vocabulary: developer advocate, evangelist, developer-led growth, product-led growth for APIs, community funnel stages, and developer NPS.
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What is a 'developer advocate' and how does the role differ from a sales engineer?
Developer advocates are trusted voices who create content, speak at conferences, build demos, and collect developer feedback. Unlike sales engineers, their primary metric is community trust and developer success — not revenue. The role is outbound (DX advocacy) meets inbound (community feedback).
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What is 'developer-led growth (DLG)'?
Developer-led growth means developers are the primary adoption channel: they find the API, use it in a project, get value, and then advocate for company-wide adoption (bottom-up selling). Stripe, Twilio, and GitHub are canonical DLG examples.
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What are the stages of a 'developer community funnel'?
The developer community funnel maps the journey from first exposure to active advocacy: Awareness (they hear about your API), Trial (they sign up and make a call), Adoption (it becomes part of their workflow), and Advocacy (they write about it, recommend it, or give talks about it).
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What is 'developer NPS' and what does it measure?
Developer NPS asks: 'How likely are you to recommend [API/tool] to a fellow developer?' on a 0-10 scale. Promoters (9-10) minus Detractors (0-6) gives the NPS. It is widely used to benchmark developer experience and track improvement over time.
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What is 'product-led growth for APIs'?
PLG for APIs means the API product drives its own growth: generous free tiers let developers self-serve value immediately. When they hit limits or need enterprise features, they convert. Twilio, SendGrid, and Stripe all grew primarily through PLG — developers chose the product before finance or IT were involved.