Marketing automation for developer tool companies
Developers ignore marketing and read tutorials, changelogs and honest comparisons. Maggie, your AI CMO, writes those every week from what you ship, works from your terminal through the cmo.so CLI, and nothing is published until you approve it.
Free to start · No credit card · 30 free posts
Used by 600+ users and trusted by teams at
aeglesriphal.com
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Why developer tools are hard to market
Your engineers ship every day and your docs are good. Outside the docs, the blog's last post is the launch announcement.
Developers can smell marketing
Buzzwords and vague promises get closed in seconds. What earns a developer's attention is a working example, a clear benchmark method or a guide that saves them an afternoon.
Docs explain, but they don't get found
Your reference docs are perfect for people already using the tool. Someone searching "how to add rate limiting to an API" needs a tutorial, and right now a competitor's tutorial is what they find.
Developer relations is one person
They speak at meetups, answer issues, write samples and run the community. The blog post about last month's release is still a draft in their notes.
Stars don't sign contracts
Developers love the open-source project, but the engineering manager and CTO who approve a paid plan need to hear about security, support and team features, and nobody writes for them.
Version 3.0 is tagged on Monday. The tutorials are live by Friday.
It's Monday, and version 3.0 of your SDK is tagged, with a new streaming API and a breaking change to authentication. The changelog is thorough, and that's the only place it's written up.
Your developer advocate runs the cmo.so CLI from the release branch and tells Maggie what shipped. She already knows your SDK, your open-source core and paid team plan, the frameworks your users build with, the tools you compete with and the dry, precise voice your engineers like, so she plans the week.
By Wednesday the drafts are waiting, each with a picture in your brand's look: a tutorial on streaming responses with the new API, a migration guide for the authentication change, a fair comparison with the tool most users switch from, and two LinkedIn posts for engineering managers about what 3.0 means for their teams. An engineer fixes one code sample and approves the rest in the web app; the advocate approves the LinkedIn posts from the terminal.
The posts go out at the times you set for each channel, each reported back with its link. Next month Search Console in cmo.so shows which tutorials developers found, and AI visibility shows whether Google's AI answers mention you when someone asks which SDK to use.
Developer marketing that reads like engineering
Each of those problems has an answer, and your engineers still check every line of code before it's published.
Tutorials that answer real searches
How-to guides, integration walkthroughs and migration guides for the problems developers search, written for Google and for AI answers. Published to WordPress, Shopify, Wix, Webflow or any site, including a docs site, through the cmo.so API.
Blog on autopilotRun it from your terminal
Use the cmo.so CLI and MCP server from the tools your team already uses, or ask Maggie in ChatGPT or Claude. She shows each change before she makes it, and the same approvals apply everywhere.
MCP server, CLI and AI connectorsEvery release explained
Once you tell Maggie what shipped, she turns it into a release explainer, a tutorial and LinkedIn posts, so a new feature reaches the developers it was built for, not just the changelog.
Release postsLinkedIn for the people who pay
Posts for engineering managers, CTOs and platform teams on security, reliability, team features and cost, in your company's voice and on the days you choose.
LinkedInShe knows your tool and your rivals
Enter your website and Maggie builds a brand profile: your product, who uses it, what sets you apart, a SWOT, competitors and your voice. Every post starts from it, and you can correct any part.
Brand profileSee if search and AI find you
Search Console in cmo.so shows which tutorials bring developers in. AI visibility shows how Google's AI answers describe your tool when someone asks which one to use.
Search Console and AI visibilityYour marketing team, in your pocket
Real screens from the cmo.so app on iPhone.
From your website to a steady stream of developer content in four steps
Enter your website
Maggie reads your product, pricing and docs pages and drafts your brand profile in minutes.
Check your profile
Fix how she describes your tool, the languages and frameworks your users work in and who you compete with.
Review the drafts
Your first week of posts arrives with pictures. Approve, edit or skip each one, in the web app or the CLI.
Let them go out
Approved posts go out at each channel's times and every one comes back with its link.
Why not just…
The usual ways developer tool companies try to grow, and where each one runs out.
…hire another developer advocate?
A good advocate is worth having, but a full-time hire in the UK costs around £3,000 a month before tools, and they'll still be stretched. Maggie drafts the regular posts so your advocate can focus on the community.
…let the engineers write the blog?
They know the tool best, but the post always waits behind the next pull request. Maggie drafts it from what shipped and they only need to check the code.
…pay a content agency?
Content agencies often cost around £1,000 a month and rarely write for developers convincingly. Maggie writes from your own product and docs, from £15 a month.
…prompt ChatGPT for each post?
You still brief it, paste in your positioning, check the samples, make the pictures and post by hand. Maggie remembers your tool and competitors and runs the whole loop, from the CLI if you like.
Cut the £5,900/mo marketing bill to £15/mo
Everything a marketing team does, done by Maggie.
| What needs doing | Without cmo.so | With cmo.so |
|---|---|---|
| Full-time marketing hire | £3,000/mo | Included |
| SEO and AI search (GEO) agency | £1,000/mo | Included |
| Content writer, AI-assisted | £500/mo | Included |
| Social media manager, freelance | £800/mo | Included |
| Designed pictures for every post | £300/mo | Included |
| SEO and GEO softwareRank tracking, site audits, AI visibility | £250/mo | Included |
| AI writing and image tools | £50/mo | Included |
| Working hours | Office hours | 24/7 |
| Total per month | £5,900+ | From £15/mo |
Typical UK costs for a small business in 2026, with AI already cutting freelance rates. Estimates only; your own quotes will vary.
- 5 social posts, 30 once verified
- 15 Maggie messages a day
- Upgrade any time
- 12 posts a day
- 150 Maggie messages a day
- All channels
- 96 posts a day
- 1,000 Maggie messages a day
- All channels
Per website, billed monthly. Blog and social posts share one allowance; your best plan sets how much you can talk to Maggie across all your websites.
Marketing automation for developer tool companies: your questions
Still unsure?
What is marketing automation for developer tool companies?
It's software that does the repeating content work of a developer tool: writing tutorials and release explainers, comparing your tool with alternatives, posting on LinkedIn and publishing on schedule.
With cmo.so, Maggie does all of it from your website and brand profile, and nothing goes out until you approve it.
How do developer tool companies get more users online?
Developer tool companies win more users online by being genuinely useful: tutorials that solve the problems developers search for, honest comparisons, clear migration guides and release posts that show what changed.
Maggie writes those every week from what you ship, and Search Console in cmo.so shows which ones bring developers to your site.
How much does cmo.so cost for a developer tool company?
There's a free plan with no card needed. Paid plans are per website and billed monthly: Air at £15 a month covers two posts a day, and Pro at £45 a month suits a growing company posting on several channels.
Founding members get lower prices for good on every plan until 1 January 2027, and you can cancel any time.
Which channels should developer tool companies start with?
Most start with their blog for tutorials and release posts, because that's what developers search, plus LinkedIn for engineering managers and CTOs who approve paid plans.
YouTube is in beta and suits short walkthroughs, and Facebook, Instagram and TikTok are in beta too. Each channel has its own posting times and queue.
Can we use cmo.so from the CLI or our editor?
You can. The cmo.so CLI and MCP server let your team plan, review and approve posts from the tools they already work in, and you can also ask Maggie in ChatGPT or Claude through the cmo.so connector.
She shows each change before she makes it, and the same memory and approvals apply everywhere you use her.
Is it safe to let AI write code samples for our blog?
It is, because nothing goes out until you approve it. Approvals are on by default, so an engineer can check every code sample and command before a post is published.
Maggie writes from your brand profile and what you tell her, and she learns from your edits, so the samples get closer to how your team writes code.
Will it write comparisons with competing tools?
It can write fair, factual comparisons, because your brand profile includes your competitors and what sets you apart. These are the articles developers look for when they're choosing between tools.
You review each one before it's published, so every claim about another tool can be checked first.
Does cmo.so read our code or repositories?
No, cmo.so doesn't connect to your code or repositories. Maggie works from your website, your brand profile and what your team tells her about each release.
cmo.so never sells or rents your data, and social channels connect through each platform's official sign-in, so cmo.so never sees your passwords.
Can it publish to our docs site?
It can publish to WordPress, Shopify, Wix and Webflow, and to any other site, including a custom docs or blog site, through the cmo.so API.
Each post is reported back with its link once it is live.
Can it help us appear in AI answers about developer tools?
It can help. Maggie writes articles with clear, quotable answers to the questions developers ask, which is what AI tools draw on.
AI visibility in cmo.so shows how Google's AI answers currently describe your tool, so you can follow how that changes over time.
Can engineers and developer relations both approve posts?
Yes. In Me → Team you can add people and choose what each can see or change, using presets such as editor or manager.
So an engineer can approve tutorials while your developer advocate looks after LinkedIn and release posts.
Ship the tutorial with the release
Enter your website. Your brand profile and first week of tutorials, release posts and LinkedIn posts are ready in minutes, and nothing goes out until you approve it.
- Free plan, no card needed
- You approve every post
- Cancel any time