I've spent about $100m on B2B ads in the last 12 years, including to developers. Overall the article is not bad but it's missing some things:
1) "LinkedIn
Good for awareness, bad for conversion." LI can smash it on conversion. Its expensive so you need a high customer lifetime value. Make a compelling offer and try conversation ads.
2) Facebook/IG also does work for targeting developers, better than anything else but LI and Search. It's funny because there's such loud anti-facebook developers out there, but plenty use it anyway.
Have a great offer (get a demo is not enough), try conversation and newsfeed ads, work with a contractor who knows it. Expect to spend 10 to 20k testing though. Not for low budgets.
1) "LinkedIn Good for awareness, bad for conversion." LI can smash it on conversion. Its expensive so you need a high customer lifetime value. Make a compelling offer and try conversation ads.
2) Facebook/IG also does work for targeting developers, better than anything else but LI and Search. It's funny because there's such loud anti-facebook developers out there, but plenty use it anyway.