Creator marketing for developer and creator tools
You sell software that gets better the second someone sees it working. We build the creator and affiliate programs that put it on the screen.
Real campaigns in the wild
What B2B SaaS influencer marketing actually looks like.
1Password × The Diary Of A CEO
Podcast mid-roll on a business-security angle with a dedicated tracked link.
Security · 13.4M subs
Jump to the sponsor readHostinger × Fireship
Read tied to the video's own topic, dev-specific link, seasonal discount.
Web hosting · 4.04M subs
Jump to the sponsor readLinear × The Pragmatic Engineer
Newsletter-grade read to engineers, product-led modern-dev framing.
Dev tools · 174K subs
Jump to the sponsor readHubSpot × bycloud
Free lead-magnet offer instead of a discount, a gated AI resource.
Marketing CRM · 205K subs
Jump to the sponsor readmonday.com × ForrestKnight
Partial-video sponsorship with a quick workflow demo and a tracked link.
Work management · 674K subs
Jump to the sponsor readFramer × Taylor Bell
In-context build demo with a free-month-of-Pro offer.
No-code web · 769K subs
Jump to the sponsor readSquarespace × This Week in Startups
Founder-podcast read, code-based ten-percent off a first site or domain.
Website builder · 335K subs
Jump to the sponsor readDescript × Behind The Diary
Tool-fit read (edit faster) to a creator audience on an affiliate link.
Video editing · 353K subs
Jump to the sponsor readClickUp × Charlotte Fraza
Productivity-workflow demo, free start plus a first-year discount, creator code.
Work management · 133K subs
Jump to the sponsor readWhat we do
Your tool is the demo. A reviewer with a real workflow opens it, hits the problem you solve, and the fix happens live on camera. That single moment does more than a page of copy ever will, because the viewer is already a builder watching another builder.
Most tool brands still buy the 60-second ad read and wonder why nothing sticks. The read interrupts the video, the viewer waits it out, and the signup never comes. The honest part is that a dropped-in mention rarely shows the product doing anything, so there is nothing for a developer to want.
We back the slower, heavier play instead. A full dedicated build where the creator uses your tool to ship something, and an affiliate or commission layer so every signup is tracked and the creator keeps earning long after the upload. That is how a tool gets evergreen signups and a sales motion that scales without a sales team.
We build creator and affiliate programs for developer tools and creator software end to end. Finding the builders whose audience matches your user, writing the brief that shows the product working, setting the commission, and reading the numbers so you know what each tier of creator is worth before you spend more.
The campaigns below are ones we studied from the outside, not ours to claim. We pulled the public numbers apart to see what actually moved, so when we set yours up, we are working from evidence and not a hunch.
Developer & Creator Tools, results we run on
Developer & Creator Tools, results we run on
1.6M euros
Submagic creator revenue
Total revenue we traced to its creator-promoter program. Outside analysis, not our campaign.
9,000+
active promoters
Creators earning on commission with no traditional sales team behind them. Outside analysis.
Under $1
Notion cost per signup
Cost per signup we saw on full dedicated videos over cheap ad reads. Outside analysis, not our campaign.
Months later
evergreen Notion signups
YouTube signups still arriving long after the videos went live. Outside analysis.
Why this category is different
Why tools sell on a real build, not an ad read
Developer and creator tools win on one thing, the moment the product does the work on screen. A reviewer hits the same wall your user hits, opens your tool, and the problem is gone in ten seconds. A 60-second ad read pasted into an unrelated video cannot do that, because nobody watches the tool solve anything.
Submagic is the clearest example we studied. From the outside, we traced about 1.6 million euros in total revenue and roughly 85,000 euros a month in attributable revenue, coming from 9,000-plus active creator-promoters on a performance-commission affiliate program, with no traditional sales team in the loop. The program is the sales team, and every promoter keeps earning while they keep posting.
Notion shows the other half. In the campaigns we analyzed, a full dedicated video held a cost per signup often under a dollar, and the signups kept arriving months after the upload because the video keeps getting found on YouTube. The cheaper ad read looks like a deal until you watch it bring in almost nothing. We set your program up around the format and the commission math that actually pays back.
Developer & Creator Tools proof
See real campaigns in this space and what they produced.
You won't have to fill out a form, wait two days, and then receive a generic slide deck. Instead here is how we work:
- 01
You start by booking a call with us
You book a call with us and 12 other agencies.
- 02
We send you everything before we talk
You get all the info before the call. If something looks off, please cancel. We don't waste your time and you don't waste ours.
- 03
On the call we cover three things
What do you want? Can we deliver it? If not, we refer you to one of our 24+ agency partners who can.
Not ready to talk to us?
Next issue, every Monday
We found the best performing creators for Jun 29 → Jul 5.Hand-picked, not the same five names.
Plus the Influencer Advisory Consultant GPT.
FAQ / 005
Common Developer & Creator Tools questions
Yes, and they tend to work better for tools than for most products, because the tool is the demo. A builder with a real audience uses your software live, hits the problem you solve, and fixes it on camera. That is far more convincing to another developer than any banner or ad read, and it is why product-led tool campaigns can earn signups for months.
Developer & Creator Tools playbooks + guides
Know the rules of this category.
Plain guides on what to say, what to skip, what gets pulled, and what passes.
Meet the team
