Picks and Shovels

Marketing to Developers During the AI Gold Rush

Prashant Sridharan

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English

Strategic Nerds Press
23 September 2025

International business; Sales & marketing; Computer programming & software development

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 to:

Craft 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.

By: Prashant Sridharan
Imprint: Strategic Nerds Press
Dimensions: Height: 229mm, Width: 152mm, Spine: 28mm
Weight: 653g
ISBN: 9798999111104
Pages: 494
Publication Date: 23 September 2025
Audience: General/trade , ELT Advanced
Format: Paperback
Publisher's Status: Active

Prashant Sridharan has more than thirty years of experience running marketing, product, and business development teams for some of the largest and fastest-growing developer platforms in the industry, including Sun Microsystems, Microsoft, Amazon Web Services, Meta, Twitter, Timescale, Tinybird, and Supabase. He is an advisor to several seed and Series A developer tools and platforms startups. He lives in Lisbon, Portugal, and San Francisco, California.

Reviews for Picks and Shovels: Marketing to Developers During the AI Gold Rush

""Prashant has channeled his thirty-plus years of experience in developer marketing and turned it into the definitive guide for technical marketers everywhere. Level-up your marketing with Prashant's guidance."" -Dick Costolo, managing partner, 01 Advisors, and former CEO, Twitter ""If you are marketing to developers, you are going to love this book. Regardless of your role, technology, or organizational maturity, you will find entire chapters that speak to your situation."" -Jeff Barr, VP and chief evangelist, Amazon Web Services ""I've seen the impact Prashant's work has had. This book will help you replicate that in your own company."" -Paul Copplestone, founder and CEO, Supabase ""If you're building the picks and shovels that power the next generation of developers, this book is your playbook."" -Astasia Myers, general partner, Felicis ""Prashant and I have spent our careers helping developers-working together across multiple companies and platform shifts. This book captures the strategy we've lived and now reimagined for the AI era. It's thoughtful, practical, and grounded in real experience. Prashant deeply understands how to connect with developers, and this is the playbook for today."" -Jeff Sandquist, VP and head of product (generative AI), Walmart ""I've worked across some of the world's biggest platforms, and I wish this book existed years ago. Prashant breaks it down with clarity and heart."" -Katie Penn, VP of marketing, Planet ""Prashant has worked on every side of the dev tools market. That perspective shines through on every page."" -Hemal Shah, product manager, OpenAI ""This is the most complete playbook I've seen for anyone marketing to developers-tactically deep, philosophically right, and grounded in both unit economics as well as how modern developer products actually grow in an AI-first world."" -Aaron Cort, operating partner, Craft Ventures, and first head of marketing and former VP of operations, ClickUp ""Every early-stage dev-tools company should keep this book within arm's reach."" -Bryan Clark, VP of product, Neon ""Prashant captures exactly what developers care about, from building trust through technical credibility and a genuine 'Help First' approach to creating tight, hands-on product feedback loops. This should be required reading for anyone interested in marketing to developers."" -Waqas Makhdum, ex-developer GTM, Snowflake and OpenAI