Introducing Developer Audience: Find developers based on actual skills, job titles, and location

Selling to developers is different. Understanding this is one thing. Building a developer GTM motion that works - that’s a whole different ballgame.

Frontline developers are critical to the buying process—especially in a self-serve motion. While most devGTM teams would agree to this - the way they target developers is often broken.

Marketing teams often default to one of these:

• Targeting “software engineers” as a blanket persona
• Enriching accounts with technical headcount
• Running campaigns labeled “technical audience” or “engineering personas”

It’s not wrong. It’s just not enough.

You’re fighting for attention in the noisiest room. And every time your ad hits the wrong dev, or your emails land with someone irrelevant — you lose that fight.

In developer marketing - relevance is everything.

Developers are bombarded with tools, and they will outright ignore anything that doesn’t speak directly to how they work, what they build, or the problems they face.

Developer targeting needs to be skillset-first, context-aware, and aligned with how developers actually work.

So what you need is precision, not just volume.

You don’t need to target 10,000 developers.

You need the 50 who most likely to need your product, because they work with the tools, languages, or infrastructure you support.

So, the gap really begins right at the beginning - in the way we build audiences, long before targeting and messaging get their moment. And this is a more common problem in Developer GTM than we’d like to admit, and a significant contributor to pipeline fog.

That’s the thesis behind ‘Developer Audience’ — and why we believe it’s going to be one of the most important layers in the modern dev GTM stack.

Introducing Developer Audience:

Developer Audience helps you build campaign-ready developer lists — based on precise and accurate skillsets, job title and location — so your GTM efforts land with the people who’ll actually care.

No scraping.

No guesswork.

Here’s exactly how you can build this list on Reo.Dev:

1. Specify the skillsets, job title and location that would make developers an ICP-fit. Just relying on designations and titles or LinkedIn profile data to find relevant developers is not going to cut it. Developer skills are scattered across GitHub, Stack Overflow, and other platforms — and that’s where Reo comes in. We aggregate data from all these sources to ensure you’re working with accurate, up-to-date developer skills data to build precise ICP-fit developer lists and not just guess based on titles.

2. Source developers matching the above criteria from within your target accounts. These could be accounts from an existing account list you have or from a company audience you’ve created based on specific technographics and hiring activity. This ensures you’re reaching out to the right developers from qualified accounts.

3. Get the developer audience list and enrol them into relevant campaigns. It’s the fastest way to move from: “We want to target developers” to “We’re running a campaign to back-end engineers using Redis in fintech companies with 100–500 employees.”

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With this data at your fingertips there are multiple ways you can plug them into your campaigns.

• Push them into your CRM to enrol them into any existing automations/workflows/sequences
• Build a segment in Reo.Dev to see which devs are engaging with your product assets
• Enrol the developers into existing Apollo/Outreach/Salesloft cadences

and so much more.

With Zapier and webhooks integration you can push this audience into your other tools and run your marketing/outreach campaigns.

Where does Developer Audience fit in your GTM motion?

Demand Gen

Build hyper-targeted audiences for paid acquisition. Launch campaigns that target developers with specific skillsets — not just “engineers.”

Community & DevRel

Run events and programs targeted to the right dev segments — think: “Infra Engineers using Prometheus in startups under 200 employees.”

Outbound Sales

Enable SDRs with relevant developer lists from target accounts. Allow reps to expand their outreach to relevant developers based on the tools they use and problems they solve. No more guesswork. No more irrelevant outreach.

Why trust Reo.Dev’s Developer Audience?

Your campaigns are only as good as the target audience. But let’s be honest —most tools for building such developer lists are either:

• Fragmented: You’re jumping between LinkedIn, GitHub, and enrichment tools. Or just relying on one source which makes it difficult to trust the data.
• Too broad: You get “engineers” but no signal on what they actually do or know
• Outdated: Skills and roles are often stale or misclassified

You end up guessing. You spend hours cleaning lists. And worse — your messaging gets diluted because you can’t speak to the real pain points of the devs.

So, without a reliable data source to build this audience - you’re just burning dollars on campaigns that are not going to move the needle for you.

You need to make sure that you’re targeting the right developers with the right message. And that’s exactly what Reo.Dev gives you.

Not just LinkedIn scraped profiles - but accurate, up-to-date data so your ads, outreach, and DevRel programs start with relevance.

It’s not just about reaching “engineers.”

It’s about reaching engineers who need what you’re building.

Conclusion

This isn't about throwing more leads into the funnel. It's about finding the right technical audiences, at the right time, with the right context—and turning that insight into pipeline.

It helps your team focus—not on more outreach, but on more relevant outreach.

Not on more leads, but on leads with context.

If developers are part of your GTM motion (and they should be), Developer Audience gives you a scalable, repeatable way to target them.