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Marketing to Developers: The Key Marketing Vertical in Crypto Today. Part of our *Marketing in Blockchain* Monthly Series

  • Starfish Mission 1535 Mission Street San Francisco, CA, 94103 United States (map)

Adam Gross (Former CEO of Heroku) once said that there is no tech marketing other than marketing to developers. The success of Microsoft, Apple, Salesforce, Heroku was deeply dependent on their ability to market to developer communities and get them to build on or for their technologies.

Marketing strategies to attract developers is a rarely discussed topic in the media and conferences, yet it is a core function of a blockchain marketers role today. Developers are often creators, customers, community builders, and product champions all wrapped into one. Marketing to Developers is the most important marketing vertical for blockchain projects in 2019-2020.
In the second meetup of our ‘Marketing in Blockchain’ series, we’ll be recapping campaigns that worked to attract developers, covering, content marketing, media relations, community activations, GitHub, developer docs, hackathons, and many more. Our speakers bring invaluable experience in building and activating significant developer communities in crypto and blockchain space and they will break it down for attendees on how they reached their goals.

Format: panel discussion along with focused short case studies of what strategies and tactics worked best for our speakers.  

About the Marketing in Blockchain series:

Insightful & practical events that focus on actionable takeaways. Panel discussions are always high energy with lots of real-life examples. Our goal is simple -- to supply the marketing community and founders with applicable ideas and frameworks.


Jane Wu

Marketing and Community, Nervos Network:

Jane is focusing on marketing and community at Nervos ( The Nervos Common Knowledge Base (CKB) is a public blockchain generalizes Bitcoin's UTXO model to support tokens and smart contracts. She started the journey in crypto space since 2017 with Bodhi prediction market, previously she was a journalist at ELLE and Financial Times. Jane is also a curator of RelayNode (

Robbie Bent

COO at Truebit

Advisor: Ethereum Foundation

Robbie has been committed to building community in the Web 3.0 space, getting his start as the first employee and Chief Operating Officer at Truebit.  Robert has also been advising the Ethereum Foundation on its grant program and started a number of open source initiatives including ETHPrize, ETHSecurity, the Community of Communities, MerryMerkle and the CryptoPledge.

Steven McKie  

Founding partner at

Investor: Handshake, Cent, and others


Steven is a crypto veteran of 5 years. Previously Head of Growth and Product Content at Purse, he expanded Purse’s operations with value-added partnerships in multiple regions globally and assisted in building out the bcoin developer team and support team. McKie also hosts and edits BlockChannel, a podcast and educational publication focused on Bitcoin and Ethereum. He received his BSBA in Information Systems & Technology at Old Dominion University in ‘14.


Jenia Barkanova

Head of Marketing, SKALE Labs:

Jenia is leading marketing, community, and developer relations at SKALE Labs. SKALE empowers Ethereum dApps to run high-speed low-cost smart contracts in Layer 2. Prior to joining SKALE, Jenia had been working with startups (YC alumnis) and established tech companies (Adobe, Nest). In Adobe she was responsible for user retention strategy for over 5M paid customers. Duke MBA, entrepreneur.

In support with Pure Knot, the Blockchain Strategic Communications and PR Agency